Slides from my talk around storytelling in design at the UCD 2013 Conference in London http://2013.ucduk.org.
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 UCD 2013 I talked about why as well as how we can use it, from the start, during definition and development as well as going forwards.
8. “ If +'( -&%’* *!,, #*, you can’t sell it. ”
- P!*!r G(b!r
www.flickr.com/photos/g-ratphotos/3404474275
9. “ R!"(,*" r!p!&*!),+ "0'w" 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."
E%*!r#%$ 1-*#'%&, w'r,)" radically alters the way
information is processed. ”
- F&"*C'.p&%+, W0+ "*'r+*!,,#%$ #" *0! (,*#.&*! w!&p'%
www.flickr.com/photos/g-ratphotos/3404474275
21. “ H#"*'r#-&,,+, stories have always been igniters
of action, moving people to do things. ”
- P!*!r G(b!r
www.flickr.com/photos/g-ratphotos/3404474275
22. Ev!r+ "*'r+
takes us on a journey
www.flickr.com/photos/photomequickbooth/3966382067
27. /r!! act structure
PLOT POINT ONE
inciting
incident
PLOT POINT TWO
mid point
climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question
is answered
A-* '%!
A-* *w'
A-* *0r!!
Setup
Confrontation
Resolution
28. /r!! act structure - applied to UCD
PLOT POINT ONE
2. S*&r*" *' -'%"#)!r
inciting
incident
confronts the main
character
PLOT POINT TWO
4. M&4!" & )!-#"#'%
mid point
tries to solve the problem but
don’t yet have the skills
1. B!-'.!" &w&r!
3. L''4" 5r*0!r #%*' #*
A-* '%!
A-* *w'
Setup
Confrontation
climax
the dramatic question
is answered
5. T&4!" &-*#'%
/ %' &-*#'%
A-* *0r!!
Resolution
29. I &"4!) .+ )&) for
3 principles around good storytelling
www.flickr.com/photos/perolofforsberg/6691744587
34. “ I %!!) *' (%)!r"*&%) 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. ”
- S*!v! W0#**#%$*'%
Design Director
Dare
www.flickr.com/photos/g-ratphotos/3404474275
39. “ I% $!%!r&, 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, there’s a basic idea, but you need
some surprises too. It’s like driving from New York to
LA: you know you’re going to get to LA, but there’s 10
different routes you could take. ”
- Br&) F&,-0(-4
www.flickr.com/photos/g-ratphotos/3404474275
40. I%-,()! an element of
surprise & exploration
www.flickr.com/photos/conorkeller/4028043294
41. L!* users
find their way around your content
www.flickr.com/photos/conorkeller/3879321839
44. I* "*&r*" with this
PLOT POINT ONE
2. S*&r*" *' -'%"#)!r
inciting
incident
confronts the main
character
PLOT POINT TWO
4. M&4!" & )!-#"#'%
mid point
tries to solve the problem but
don’t yet have the skills
1. B!-'.!" &w&r!
3. L''4" 5r*0!r #%*' #*
A-* '%!
A-* *w'
Setup
Confrontation
climax
the dramatic question
is answered
5. T&4!" &-*#'%
/ %' &-*#'%
A-* *0r!!
Resolution
45. Feel good
Delight
I)!%*#f+ key points
PLOT POINT ONE
2. S*&r*" *' -'%"#)!r
inciting
incident
confronts the main
character
PLOT POINT TWO
4. M&4!" & )!-#"#'%
mid point
tries to solve the problem but
don’t yet have the skills
3. L''4" 5r*0!r #%*' #*
A-* '%!
A-* *w'
the dramatic question
is answered
5. T&4!" &-*#'%
/ %' &-*#'%
Hygiene
1. B!-'.!" &w&r!
climax
Setup
Confrontation
A-* *0r!!
Resolution
46. L''4 &* where
you want to delight them
www.flickr.com/photos/31878512@N06/4945216951/in/photostream
47. A%) &,"' where
the biggest barriers may be
www.flickr.com/photos/kruger_otto/5581886586
49. I)!%*#f+ content, functional & interaction
elements to addresses the needs
www.flickr.com/photos/angietorres/4564135455
50. E%"(r! there is
a good balance
www.flickr.com/photos/17207222@N02/5601758478
51. Feel good
Delight
N'* appropriate, or realistic
PLOT POINT ONE
2. S*&r*" *' -'%"#)!r
confronts the main
character
Hygiene
1. B!-'.!" &w&r!
PLOT POINT TWO
4. M&4!" & )!-#"#'%
mid point
tries to solve the problem but
don’t yet have the skills
3. L''4" 5r*0!r #%*' #*
climax
the dramatic question
is answered
5. T&4!" &-*#'%
/ %' &-*#'%
inciting
incident
A-* '%!
Setup
A-* *w'
Confrontation
A-* *0r!!
Resolution
52. W! -&%%'* be at
the top all the time
www.flickr.com/photos/alexnormand/5992512756
53. Feel good
Delight
M'r! realistic
PLOT POINT ONE
2. S*&r*" *' -'%"#)!r
inciting
incident
confronts the main
character
PLOT POINT TWO
4. M&4!" & )!-#"#'%
mid point
tries to solve the problem but
don’t yet have the skills
3. L''4" 5r*0!r #%*' #*
A-* '%!
A-* *w'
the dramatic question
is answered
5. T&4!" &-*#'%
/ %' &-*#'%
Hygiene
1. B!-'.!" &w&r!
climax
Setup
Confrontation
A-* *0r!!
Resolution
62. “ V#"#* #%*!%* 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. ”
- E-'%"(,*&%-+
www.flickr.com/photos/g-ratphotos/3404474275
63. M&4! ("! 'f different ways
to capture & engage the user
www.flickr.com/photos/snugglepup/5225953124
64. T!,, & continuos story
with delights along the way
www.maxfactor.co.uk
66. E%"(r! *0! .!""&$!
is considered & delivered across devices
www.flickr.com/photos/visualpunch/7351572896
67. “ C'%*!%* %!!)" *' b! -0'r!'$r&p0!) to
ensure the intended message is preserved on any
device and at any width “
- Tr!%* W&,*'%
www.thismanslife.co.uk/projects/lab/responsivewireframes/#desktop/
68. “ A $'') p#!-! 'f UX has a narrative and clearly
tells a story, or at least part of a story on a particular
journey. As a designer - everything I do and make is
communicating something to someone. ”
- S*!v! W0#**#%$*'%
Design Director
Dare
www.flickr.com/photos/g-ratphotos/3404474275
69. W0'!v!r our work is for,
we always need to sell it
www.flickr.com/photos/jox1989/5143301136
70. I* &,, "*&r* w#*0
Once upon a time...
www.flickr.com/photos/snugglepup/3317051065
71. Or maybe
O%-! (p'% & )!"#$%...
www.flickr.com/photos/snugglepup/3317051065