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DONNA LICHAW | DONNALICHAW.COM | @DLICHAW
STORY FIRST
CRAFTING PRODUCTS THAT ENGAGE
Story First: Crafting Products That Engage
Story First: Crafting Products That Engage
MAKE THINGS GO
BOOM
HOW STORY WORKS
Beginning Middle End
Story First: Crafting Products That Engage
Hero
Goal
Exposition
Inciting Incident
or Problem
Hero
Goal
Exposition
Rising Action
Inciting Incident
or Problem
Hero
Goal
Exposition
Rising Action
Inciting Incident
or Problem
Hero
Goal
Exposition
Crisis
Climax or Resolution
Rising Action
Inciting Incident
or Problem
Hero
Goal
Exposition
Crisis
Falling
Action
Climax or Resolution
Rising Action
Inciting Incident
or Problem
Hero
Goal
Exposition
Crisis
Denouement
End
Falling
Action
Climax or Resolution
Rising Action
Inciting Incident
or Problem
Hero
Goal
Exposition
Crisis
Denouement
End
Falling
Action
Climax or Resolution
Rising Action
Inciting Incident
or Problem
Hero
Goal
Exposition
Crisis
Denouement
Story First: Crafting Products That Engage
LIFE IS A STORY
YOU ARE THE HERO
Goal Met
Who 

Goal
Value & Competitive advantage
Problem
Product Name
Market Category
Takeaway
Competition
Story First: Crafting Products That Engage
iPhone
Smartphone
Listen to Music

Make Phone Calls
Sucks to Carry
Two Devices
2-in-1
iPod
Phone
Usability
Cost
Listen to music

Make phone calls
Want?
2-in-1
iPhone
Smartphone
Want
iPod
Phone
Listen to Music

Make Phone Calls
Listen to Music

Make Phone Calls
Sucks to Carry
Two Devices
2-in-1
(Anticlimactic)
http://mobile-review.com/articles/2010/iphone-history1-en.shtml
Patents
20070152979
20070155369
20070155434
July 24, 2006
iPhone
Smartphone
Listen to Music

Make Phone Calls
Sucks to Carry
Two Devices
Difficult to Use
(Cliffhanger)
2-in-1
CommunicateCommunicate
The best way to communicate

Works like magic

3-in-1
Smartphones Suck
iPhone
Smartphone
Want
Don’t want
Usability
iPod
Phone
Story First: Crafting Products That Engage
Inciting
Incident
Rising
Action
Rising
Action
Rising
Action
Crisis
Climax
Falling
Action
End
Goal Met
Who 

Goal
Solve Problem

Experience Value
Problem

Incentive

CTA
Flow Finish

Flow
Impediment
Sign up
Payment
Funnel drop-off (metrics)
Mental hurdles
Boredom
Lack of value
Usability
MICRO-STORIES AND HABIT LOOPS
Hours 1 2 3 4 5 6 ∞
Days
Weeks
Months
Years
LONG-TERM engagement
LONG-TERM engagement
THERE IS NO SUCH THING
AS AN ACTUAL EXPERIENCE
UTILITY
DESIRABILITY
VALUE
CHOICE
USABILITY
WHAT’S THE STORY?
Who is your hero?
What is their goal?
How might this story play out?
Story First: Crafting Products That Engage
Story First: Crafting Products That Engage
DONNALICHAW.COM 

@DLICHAW
THE
USER’S
JOURNEY
THANK YOU.

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Story First: Crafting Products That Engage