From storytelling to storydoing - can the universal language of stories help you in creating truly engaging experiences?

1. From storytelling to storydoing
IxDA Hel Meetup 19.11.2015
@Futurice
Mervi Rauhala
@MerviRauhala
Photo:Flicrk,rubenalexander(CCBY2.0)
Can the universal language of stories help you in creating
truly engaging experiences?

2. @MerviRauhala
LEARNING
STORYTELLING
SERVICE DESIGN
COMPANY
CULTURE &
CAPABILITIES
Finally I get to make that
witty Chruchill quote for
real!

3. Why are stories so
@MerviRauhala

4. “Neverland is our
evolutionary niche, our
special habitat.”
- Jonathan Gottchal
@MerviRauhala
Photo:Flickr,CCBY2.0)thejbird

5. @MerviRauhala

6. Universial storylanguage - some basic
@MerviRauhala

7. Fighting the
monster
Rags to riches
Voyage –
there and
back
Storyplots
we all love

8. @MerviRauhala
The metaplot
of all pliots
The
superstory-
mother of all
plots?

9. STRENGHTS: Nice, down to earth,
emphatetic, easy to approach, familiar
and safe, realiable and honest, common
sense, wants to see good in everything
WEAKNESSES: Not the best leader
and decicion maker, predictable
and bit boring, naiive
CRYPTONITE: Unexpected
events, surprises
”One for all and
all for one!”
Desire to fit in and belong
@MerviRauhala

10. STRENGHTS: Energetic, innovative, free,
questions things, thinks outside the box,
not afraid to take risks, makes decicons
fast, acts and does things
WEAKNESSES: Recklessness, rudeness,
takes unnecessary risks, fanatism, fails to
analyze things objectively
CRYPTONITE: To be captivated
or imprisoned
”Rules are made
to be broken!”
Desire to be free
@MerviRauhala

11. STRENGHTS: Puts others first, serves
others unselfisly, rolemodel, helps others
to see their selfisness and enables
empathy
WEAKNESSES: Can become a martyr and
be overly sacrificing, may see others
only in passive need of help- not as
independent actors
CRYPTONITE: Hypocracy,
powerlessness in the face of huge
word scale problems
”I will protect you
from everything.”
Desire to be freeDesire to help others, empathy
@MerviRauhala

12. STRENGHTS: Lives in a moment, doesn’t
take anything too seriously & nothing is
too sacred, loves attention, questions
things and turnes them upsidedown,
speaks up even when others dont dare
WEAKNESSES: Witty comments and
funny jokes can also be mean and hurt
others
CRYPTONITE:Dullness, nothing fun
and exciting to do
”You only live
once!”
Desire to entertain, make people laugh
@MerviRauhala

13. STRENGHTS: Determination, resilience,
ability to take action and initiative, not
afraid of challenges, shows leadership in
difficult situations
WEAKNESSES: Doer not a thinker, not a
great strategist
CRYPTONITE: Fear, being a chicken
”If there is a will,
there is a way!”
Desire to show courage and achieve
goals

14. What kind of
stories? What kind
of experiences?

15. From storytelling to
@MerviRauhala

16. ”The user is not a passive
participant but actively creating
the story by interacting with her
environment and the
storyelements the service
provides. Design should be for all
senses creating an immersive
storyexperience.”
https://www.facebook.com/StorificationMethod/

17. Start up sequence
Presentation
Amplifying
Acceleration, heating up,
culmination
Resolution
Fade out
Anne Kalliomäki, Tarinakone

18. BRAND
SHARED VALUES
SHARED EXPERIENCES
POTENTIAL
EXPERIENCE SPACE
WORLD FOR
IMMERSIVE
EXPERIENCES
& SHARED STORIES
DESIRES PURPOSE
NEEDS PRODUCT/
SERVICE
From Legorburu & McColl, Storyscaping, 2014
@MerviRauhala

19. ” The goal of projects like
this is to make people more
empathetic, so that they
become better global citizens
and think about humanity in a
different way.”
-Nonny de la Peña,
CEO of Emblematic Group
@MerviRauhala
Source: http://www.immersivejournalism.com/project-syria-premieres-at-the-world-economic-forum/

20. Source: http://www.welovelyka.com/
Storytelling or
experience
design?

21. Source: https://unimersiv.com/

22. ”Story is the same.
It’s the telling of the
story that is
changing.”
- Lance Weiler
Photo: Flickr, Bago Games, CC BY 2.0

23. For more story/experience inspiration
• Anne Kalliomäki, storydesigner, Tarinakone
https://www.facebook.com/StorificationMeth
od/
• http://futureofstorytelling.org/
• http://www.lanceweiler.com/
• James Buckhouse
https://medium.com/design-story
• www.storytelling.fi (in Finnish)

24. @MerviRauhala
Relatable
Mystery
Conflict and
drama
Surprise
Metapfor
Emotional
engagement
Names and
details
No jargon!
Authentic and
credible
Simple
Thanks!