Slides from my talk around storytelling in design at the Digital Pond meet up on 06 Feb 2014
http://www.meetup.com/The-Digital-Pond/events/159211742/
Stories have played an important part in our societies and development through history. In the last few years it's gained attention as a tool for and important aspect in communication, and rightfully so. But it's also an integral part of the design process and at the Digital Pond I talked about why as well as how we can use it, from the start, during definition and development as well as going forwards.
Designing Around Storytelling - Digital Pond, London 06 Feb 2014
1. Designing around storytelling
The power of stories & how they can be used in UX design
by Anna Dahlström | @annadahlstrom @UXFika
Digital
 Pond,
 06
 Feb
 2014
www.flickr.com/photos/katerha/8435321969
2. Once upon a time
in a city called âLundâ...
xxxxwww.flickr.com/photos/ulfk/7976687420
3. There where âš
plenty of story time
www.flickr.com/photos/excomedia/sets/72157622519563566with/5233990438
7. Every brand wants âš
to tell their story
www.flickr.com/photos/kelstew/3658900542
8. â If you canât tell it, you canât sell it. â
- Peter Guberâš
www.flickr.com/photos/g-ratphotos/3404474275
9. â Results repeatedly shows that our attitudes, fears,
hopes, and values are strongly influenced by story. In fact,
fiction seems to be more effective at changing beliefs than
writing that is specifically designed to persuade through
argument and evidence."
Entering ïŹctional worlds radically alters the way
information is processed. â
- FastCompany, Why storytelling is the ultimate weapon
www.flickr.com/photos/g-ratphotos/3404474275
21. â Historically, stories have always been igniters âš
of action, moving people to do things. â
- Peter Guberâš
www.flickr.com/photos/g-ratphotos/3404474275
28. How a story is told impacts
the human experience of its audience
Image via Shutterstock
29. Three act structure
PLOT POINT ONE
inciting
incident
PLOT POINT TWO
mid point
climax
confronts the main
character
tries to solve the problem but
donât yet have the skills
the dramatic question
is answered
Act oneâš
Act twoâš
Act threeâš
Setup
Confrontation
Resolution
30. Three act structure - applied to UCD
PLOT POINT ONE
2. Starts to considerâš
inciting
incident
confronts the main
character
PLOT POINT TWO
4. Makes a decisionâš
mid point
tries to solve the problem but
donât yet have the skills
1. Becomes awareâš
3. Looks further into itâš
Act oneâš
Act twoâš
Setup
Confrontation
climax
the dramatic question
is answered
5. Takes actionâš
/ no actionâš
Act threeâš
Resolution
31. I asked my dad for âš
3 principles around good storytelling
www.flickr.com/photos/perolofforsberg/6691744587
36. â I need to understand who has to get what out of
the thing I'm designing and I'm only satisfied a visual
has been executed well once I'm confident it's telling
the right story to the right person in the right way. â
- Steve Whittingtonâš
Design Director âš
Dare
www.flickr.com/photos/g-ratphotos/3404474275
41. â In general there should be a basic idea of where
the story is going, but not for every character. You
don't know who's going to die and who's going to start
becoming more important.
Big picture-wise, thereâs a basic idea, but you need
some surprises too. Itâs like driving from New York to
LA: you know youâre going to get to LA, but thereâs 10
different routes you could take. â
- Brad Falchuckâš
www.flickr.com/photos/g-ratphotos/3404474275
42. Include an element of âš
surprise & exploration
www.flickr.com/photos/conorkeller/4028043294
43. Let users âš
find their way around your content
www.flickr.com/photos/conorkeller/3879321839
46. It starts with this
PLOT POINT ONE
2. Starts to considerâš
inciting
incident
confronts the main
character
PLOT POINT TWO
4. Makes a decisionâš
mid point
tries to solve the problem but
donât yet have the skills
1. Becomes awareâš
3. Looks further into itâš
Act oneâš
Act twoâš
Setup
Confrontation
climax
the dramatic question
is answered
5. Takes actionâš
/ no actionâš
Act threeâš
Resolution
47. Feel good
Delight
Identify key points
PLOT POINT ONE
2. Starts to considerâš
inciting
incident
confronts the main
character
PLOT POINT TWO
4. Makes a decisionâš
mid point
tries to solve the problem but
donât yet have the skills
3. Looks further into itâš
Act oneâš
Act twoâš
the dramatic question
is answered
5. Takes actionâš
/ no actionâš
Hygiene
1. Becomes awareâš
climax
Setup
Confrontation
Act threeâš
Resolution
48. Look at where âš
you want to delight them
www.flickr.com/photos/31878512@N06/4945216951/in/photostream
49. And also where âš
the biggest barriers may be
Image via Shutterstock
50. Plan for multiple âš
entry & exit points
www.flickr.com/photos/danieldslee/6913766642
51. Identify content, functional & interaction
elements to addresses the needs
www.flickr.com/photos/angietorres/4564135455
53. Feel good
Delight
Not appropriate, or realistic
PLOT POINT ONE
2. Starts to considerâš
confronts the main
character
Hygiene
1. Becomes awareâš
PLOT POINT TWO
4. Makes a decisionâš
mid point
tries to solve the problem but
donât yet have the skills
3. Looks further into itâš
climax
the dramatic question
is answered
5. Takes actionâš
/ no actionâš
inciting
incident
Act oneâš
Setup
Act twoâš
Confrontation
Act threeâš
Resolution
54. We cannot be at
the top all the time
www.flickr.com/photos/alexnormand/5992512756
55. Feel good
Delight
More realistic
PLOT POINT ONE
2. Starts to considerâš
inciting
incident
confronts the main
character
PLOT POINT TWO
4. Makes a decisionâš
mid point
tries to solve the problem but
donât yet have the skills
3. Looks further into itâš
Act oneâš
Act twoâš
the dramatic question
is answered
5. Takes actionâš
/ no actionâš
Hygiene
1. Becomes awareâš
climax
Setup
Confrontation
Act threeâš
Resolution
64. â Visit intent is likely to vary between these two
segments. For example, new visitors are less likely to
trust your brand and understand the key benefits to
shopping with you. â
- Econsultancyâš
www.flickr.com/photos/g-ratphotos/3404474275
65. Make use of different ways
to capture & engage the user
www.flickr.com/photos/snugglepup/5225953124
66. Tell a continuos story âš
with delights along the way
www.maxfactor.co.uk
68. Ensure the message âš
is considered & delivered across devices
www.flickr.com/photos/visualpunch/7351572896
69. â Content needs to be choreographed to âš
ensure the intended message is preserved on any
device and at any width â
- Trent Walton
www.thismanslife.co.uk/projects/lab/responsivewireframes/#desktop/
70. â A good piece of UX has a narrative and clearly
tells a story, or at least part of a story on a particular
journey. As a designer - everything I do and make is
communicating something to someone. â
- Steve Whittingtonâš
Design Director âš
Dare
www.flickr.com/photos/g-ratphotos/3404474275
71. Whoever it is for, âš
we always need to sell it
www.flickr.com/photos/jox1989/5143301136
72. It all start with âš
Once upon a time...
www.flickr.com/photos/snugglepup/3317051065