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Narrative-Based Innovation

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Justin Daab

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Narrative-Based Innovation

  1. 1. magnani.comAn experience design and strategy firm Narrative-Based Innovation Using storytelling to supercharge your CX design magnani.comAn experience design and strategy firm © 2019 All Rights Reserved
  2. 2. Confidential-DonotdistributewithoutwrittenpermissionfromMagnani. They gave me 20 minutes for a 45-minute presentation…
  3. 3. Confidential-DonotdistributewithoutwrittenpermissionfromMagnani. Who am I? JUSTIN DAAB PRESIDENT, MAGNANI
  4. 4. Confidential-DonotdistributewithoutwrittenpermissionfromMagnani. MARRIAGE FAMILY KELLOGG Better question: What’s my story?
  5. 5. Using Narrative-Based Innovation to accelerate CX design and reduce market risk Prologue: A brief introduction to Magnani Chapter 1: A few stories about storytelling Chapter 2: The Narrative-Based Innovation process Chapter 3: Why story delivers better experiences, faster Epilogue: Success stories OUR STORY FOR THE DAY © 2019 All Rights Reserved
  6. 6. Confidential-DonotdistributewithoutwrittenpermissionfromMagnani.Confidential-DonotdistributewithoutwrittenpermissionfromMagnani. Ateamoftalentedstrategists,designers,developers,researchers&dataanalysts. We are an experience design and strategy firm in Chicago. FOUNDED IN 1985
  7. 7. We work at the intersection of human- centered design, business strategy and imagination to craft beautiful digital experiences, products and brands people love. Product and Service Innovation Customer and Market Insights Customer Experience Design and Brand Activation WHAT DO WE DO? magnani.com© 2019 All Rights Reserved
  8. 8. Clearly defining and coming to consensus around what problem to solve Translating market insights into desirable, feasible & sustainable customer experiences Maintaining the perspective of the end customer throughout the design process Most of our clients face similar CX design challenges: HOW WE HELP © 2019 All Rights Reserved
  9. 9. Every one of those problems can be addressed faster, more effectively, and more affordably by infusing every step of the CX development process with the oldest technology on the planet. THE COMMON THREAD © 2019 All Rights Reserved And, no, we’re not talking about sticky notes.
  10. 10. magnani.com Chapter 1: A few stories about storytelling © 2019 All Rights Reserved
  11. 11. Airplanes The Internet Satellites Virtual Reality Cryptocurrency Tablet PC Cellular Phones Robots Self-Driving Cars Laser Weapons Spaceflight A.I. Computers Atomic Energy Submarines Helicopters Tasers Radar Translators Bluetooth Voice UI Smart Watches Digital Billboards Credit Cards magnani.com© 2019 All Rights Reserved World-changing experiences first envisioned by storytellers:
  12. 12. x “Mythology is to relate found truth to the living of a life.” ― Joseph Campbell: The Hero's Journey magnani.com© 2019 All Rights Reserved
  13. 13. Every great story follows a similar arc. The hero’s journey magnani.com© 2019 All Rights Reserved
  14. 14. magnani.com Chapter 2: Narrative-Based Innovation © 2019 All Rights Reserved
  15. 15. Great stories and design thinking follow similar creative problem solving arcs. Narrative-Based Innovation harnesses the best of both. DESIGN PARALLELS magnani.com © 2019 All Rights Reserved
  16. 16. Embrace our targets as ‘heroes’ in our narrative Future-cast trends and emergent needs, and begin world building Create, test and refine future experience narratives Develop a formal market evaluation and business case How we weave a compelling story of the future NARRATIVE-BASED INNOVATION © 2019 All Rights Reserved magnani.com
  17. 17. • RESEARCH ANALYSIS • DETAILED CHARACTER SKETCHES/PE RSONA NARRATIVES DEFINE OUR HERO(ES) PROJECT TRENDS BUILD THE FUTURE WORLD PREDICT EMERGENT CHALLENGES IDEATE SOLUTIONS CRAFT STORIES/ NARRATIVE PROTOTYPES EVALUATE DESIRABILITY/ BELIEVABILITY QUANTIFY MARKET OPPORTUNITY The Narrative-Based Innovation Roadmap INPUTS/ACTIVI TIES OUTPUTS/DELI VERABLES • ETHNOGRAPHY • FOCUS GROUPS • SURVEYS • REVIEW EXISTING RESEARCH • TREND RESEARCH/PR OJECTIONS AND ANALYSIS • ASSESS/ DOCUMENT PROBABILITIES • FUTURE STATE SNAPSHOT • ENVIRONMENT /SOCIAL NARRATIVE • WORLD- BUILDING NARRATIVE • FUTURE CASTING • TECHNOLOGY /R&D ROADMAPS • IDEATION SESSIONS • CO-CREATION SESSIONS • REVERSE ETHNOGRAPHY • SCENARIO BUILDING • DEFINITION OF CHALLENGE • CREATIVE /DESIGN BRIEF • IDEA COMPILATION • ANALYSIS OF KEY THEMES • CULL AND CONCATENATE IDEAS • RECOMMENDED SEGMENTATION • DEMAND QUANTIFIED • NARRATIVE TESTING • FOCUS GROUPS • INDIVIDUAL INTERVIEWS • SURVEYS • PRIORITIZE/ RANK AVENUES OF EXPLORATION • CRAFT DETAILED PRODUCT/ SERVICE EXPERIENCE NARRATIVES EMPATHIZE • INNOVATION /PRODUCT ROADMAPS • BUSINESS CASE DEVELOPMENT • R&D VISION NARRATIVE • MARKET VISION NARRATIVE • MARKET SIZING • TEST MARKETS STEPS © 2019 All Rights Reserved DEFINE IDEATE PROTOTYPE TEST LAUNCH
  18. 18. magnani.com Chapter 3: Why story delivers better experiences, faster © 2019 All Rights Reserved
  19. 19. Story is the fastest way to prototype, evaluate and communicate complex experiences. © 2019 All Rights Reserved
  20. 20. Story conveys vision without limiting design. © 2019 All Rights Reserved
  21. 21. Story documents emotional requirements. © 2018 All Rights Reserved
  22. 22. Story forces prioritization. © 2019 All Rights Reserved
  23. 23. Story exposes the gaps. © 2019 All Rights Reserved
  24. 24. If you can’t explain it to a 6-year-old.… © 2019 All Rights Reserved
  25. 25. magnani.com Chapter 4: How to start infusing your CX process with story, today. © 2019 All Rights Reserved
  26. 26. magnani.com Go beyond personas. Bring your heroes to life. © 2019 All Rights Reserved
  27. 27. Say you were managing a project, designing a car… © 2019 All Rights Reserved …for Doug.
  28. 28. © 2019 All Rights Reserved
  29. 29. Doug P. 46 Demographics 30 • College Degree • Founder, Software Development and IT Company • Married, three (3) children • 53 years old • Wife manages the home, full time Psychographics • Concerned about the environment • Midwestern work ethic • Feels time-starved • Political centrist Rational Price Sensitivity Triggers Emotional Sustainability Security Health Convenience Ergonomics Brand Affinity Perceived Value Pride of Ownership Self Expression And you stopped telling Doug’s story at the standard persona…
  30. 30. © 2019 All Rights Reserved You’ll likely arrive at the standard solution.
  31. 31. © 2019 All Rights Reserved But if you take time to tell Doug’s whole story…
  32. 32. © 2019 All Rights Reserved
  33. 33. © 2019 All Rights Reserved + = Celebrity Math Bonus
  34. 34. magnani.com Write your CX story first. Design second. © 2019 All Rights Reserved
  35. 35. magnani.com© 2019 All Rights Reserved
  36. 36. magnani.com Epilogue: A few success stories © 2019 All Rights Reserved
  37. 37. We continue to help CableLabs uncover and define untapped market opportunities. We helped a commercial transportation manufacturer re-imagine their distribution and supply chain relationships to shorten the customer purchasing journey by 70%. We helped a major national medical association reimagine their member experience—turning around decades of declining membership. We helped a global industrial manufacturer create a new multi-million- dollar sales opportunity from existing product lines. A few notable chapters NARRATIVE-BASED INNOVATION © 2019 All Rights Reserved
  38. 38. POST SCRIPT: Innovation is rarely a technology problem. If we can envision a more satisfying emotional experience for our heroes, technology finds a way. © 2019 All Rights Reserved
  39. 39. Thank you. 200 South Michigan Avenue, Suite 500 Chicago, IL 60604 magnani.com312.957.0770 JUSTIN DAAB, PRESIDENT j.daab@magnani.com An experience design and strategy firm

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