Storymapping The User Experience
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This document discusses using stories to map user experiences. It begins with an introduction to why stories are effective and how they work structurally, with a beginning, middle, and end. It then discusses developing three types of stories: concept stories to explain what a product is, origin stories to illustrate how users discover and adopt a product, and usage stories to map the user journey. The document provides examples and exercises for creating each type of story. It also discusses using stories to strategize, communicate, and support user experience work like requirements gathering.
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Storymapping The User Experience
- 1. STORYMAPPING THE USER EXPERIENCE DONNA LICHAW DONNALICHAW.COM @DLICHAW
- 2. TODAY’S AGENDA Why story? How stories work Developing your stories Applying stories Rules of thumb
- 3. INTRODUCTIONS Who you are What you do Why you are here today
- 4. THE WAY THINGS WERE
- 5. Designing for the Digital Age: Creating Human-Centered Products and Services Table 16.8. Sketching from a scenario. Scenario step Sketch Comments 1. Laura takes a call from Mr. Cowell, who needs to make an appointment for his cat to have a tumor removed. Laura finds him in the client list and opens his record to see detail in the client over- view display area, which shows that Mr. Cowell has three cats, one of whom is flagged for follow-up. cowell,bob cowell,tom find cowell client list workspace fluffy xenaclient 2 1 3 This first sketch draws upon the organizer/workspace pattern and the data model, which indicates that pets are parts of the client record. The “find” field is understood as a placeholder for some way or ways to locate clients.
- 6. Hinman, Rachel. 2012. The Mobile Frontier. New York: Rosenfeld Media. www.rosenfeldmedia.com/books/mobile-design/
- 8. FLAT FLOWS High bounce rates Low conversion Low activation Low engagement High funnel drop-off
- 9. STORYTELLING
- 10. STORYTELLING there’s A Formula For That
- 14. Not to be confused with…
- 16. It’s more like…
- 19. HOW STORY WORKS
- 23. Rising Action Inciting Incident or Problem Hero Goal Exposition
- 24. Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis
- 25. Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis
- 26. Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
- 27. End Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Falling Action Denouement
- 28. End Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
- 30. EXERCISE End Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
- 31. 3STORIES
- 32. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
- 33. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
- 34. Goal Met Who Goal Value & Competitive advantage Problem Product Name Market Category Takeaway Competition
- 35. CONCEPT STORIES Who a product is for Why someone would use it What a product is How it’s better than the competition ORIGIN STORIES
- 36. EXERCISE Goal Met Who / Goal Value & Competitive advantage Problem Product Name Market Category Takeaway Competition } Concept Story
- 37. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
- 39. Collect & Share Collect images Share images Visual collecting & sharing! It’s a pain Discover Pinterest Sign up Homepage Landing page App store Email Ad Eh
- 41. Goal met Who Goal Why they should care problem solved Problem Trigger Painpoint Discover product Action Word of mouth Paid advertising Google search App store Other channels/touchpoints Acquisition Activation Conversion Awareness Measureable Homepage Landing page App store Email Ad } Resistance
- 42. CONCEPT STORIES ORIGIN STORIES Who a product is for Why someone would want to use it How they will discover the product What value/affordances someone should see What action(s) they should take
- 43. CONCEPT STORIES ORIGIN STORIES Who a product is for Why someone would want to use it How they will discover the product What value/affordances someone should see What action(s) they should take } Target market Problem space Acquisition funnels, Mktg, SEO Requirements, Copy, Assets CTA(s)
- 44. EXERCISE } Origin Story Goal met Who Goal Why they should care problem solved Problem Trigger Painpoint Discover product Action Word of mouth Paid advertising Google search App store Other channels/touchpoints Homepage Landing page App store Email Ad Resistance
- 45. Sign up Collect and share something
- 46. Sign up Collect and share something
- 47. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
- 48. 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
- 50. Rising Action
- 51. Rising Action
- 52. Rising Action
- 53. Crisis
- 54. Climax
- 55. Falling Action
- 56. End
- 57. Home In the KnowWant To Be In the Know Access + Membership Friends Are Here? Sign up Onboarding Flow Finish Flow Boredom Lack of value
- 59. Rising Action
- 60. Rising Action
- 61. Rising Action
- 62. Crisis
- 64. End
- 65. MICRO-STORIES AND HABIT LOOPS
- 66. Hours 1 2 3 4 5 6 ∞ Days Months Years LONG-TERM ENGAGEMENT
- 73. 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
- 74. EXERCISE } Usage Story Goal MetWho 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
- 75. CASE STUDIES
- 76. DAFFODILS
- 77. Ben, The Dutiful Citizen NARRATIVE ARC CPC donors tend to fit this profile. Action&Excitement Timeline Gives: “I use the park and should contribute.” Lives or works near the park. Loves spending time outdoors. Asked to donate • Broadcast media • Social media • Mail (paper, email) Deterrents: • Trust • Intangible ROI • Digital usability • Geographical relevance Sees: “I can see where my money is going when I’m at the park. I don’t get that with cancer research. I can’t see cells in a microscope.” Feels ownership and sees utility in Central Park Goals met: • To be a part of something bigger • To contribute to society by doing their duty
- 79. Ben, The Dutiful Citizen CONTENT & FUNCTIONALITY This content & functionality will help Ben stay informed and remind him to donate. Action&Excitement Timeline Reminders • Signage about donations in strategic locations throughout park • Acquisition of e-mail address at time of previous gift, “Remind me to give in the future?” • Social reminders, e.g. Twitter, Facebook tied to park improvements • Simplified mobile sign-up for gift reminders (outside of a gift interaction) Making a Donation • Detailed needs and associated costs in giving menu • Focus on what gifts are supporting now in the blog, including recent projects and the Year in Review (beyond the annual report) • Information about the number and impact of smaller gifts (daffodils) • Information about where your money goes and where project support comes from After the Donation • E-mail campaign tied to specific deadlines • Tangible outcomes, such as a tote, water bottle, or lunch box • Deadlines with “blunt language” for donation categories, which explain why the deadline exists
- 81. The Seton Hill University Student Story Goals met: • Educated • Job-ready • Community New student goals: • To learn • To be job-ready • To be a part of a community Timeline Action/Excitement/Awesomeness Admissions Graduation Thinks that attending SHU is the best way to meet her or his goal Attends SHU Finds and feels: Strong sense of community Access to faculty/staff Spirit and ethos of giving Extremely happy with SHU Feels like a part of SHU THE STUDENT STORY
- 82. The Seton Hill University Engaged Alumna/us Story Goals met Networked Community Alumna goals: • To get a job or extend professional network • To stay connected to her community Timeline Action/Excitement/Awesomeness Graduation ∞ Is asked to volunteer on the board Participates on the board Finds and feels: • Strong sense of community • Access to faculty/staff • Spirit and ethos of giving Extremely happy with SHU Feels like a part of SHU Struggles: • Registering for events online • Finding out news about campus • Accessing faculty/staff • Finding other alumni • Knowing about job opportunities • FB is easier way to meet goals THE ENGAGED ALUMNI STORY
- 83. Alumna Goals: • To get a job or extend professional network • To stay connected to her community ∞ The Seton Hill University Differently-Engaged Alumna/us Story Goals met Networked Community Seeks community of alumni through informal channels: • In-person meetups, meals, coffee • Facebook newsfeed, alumni groups Timeline Action/Excitement/Awesomeness Graduation Misses SHU community THE DISENGAGED DIGITAL ALUMNI STORY
- 84. ∞ Alumna Goals: • To get a job or extend professional network • To stay connected to her community Visits website and participates in digital services Finds and feels: • Strong sense of community • Access to faculty/staff • Spirit and ethos of giving Extremely happy with SHU Feels like a part of SHU The Seton Hill University Future-State Engaged Alumna/us Story Goals met Networked Community Timeline Action/Excitement/Awesomenessry Graduation Misses SHU community Becomes aware of alumni website GAPS & OPPORTUNITIES
- 86. SPREADSHEETS
- 91. LOOK
- 92. LOOK
- 94. AGENDA ‣ INSERT CHAPTER TITLES 94
- 95. LISTEN
- 98. USING YOUR STORY
- 99. COMMUNICATE
- 100. WRITE
- 101. ILLUSTRATED Cheng, Kevin. 2012. See What I Mean. New York: Rosenfeld Media. rosenfeldmedia.com/books/comics/ VISUALIZE
- 103. VISUALIZE
- 104. VISUALIZE
- 105. ACT IT OUT
- 106. Gap analysis SWOT analysis Requirements gathering Needs assessment SUPPORT
- 107. STRATEGIZE
- 108. STRATEGIZE
- 109. RULES OF THUMB Stories are character-driven Characters are goal-driven Conflict is key Goals are measurable Goals can change
- 110. WHAT IS THE STORY?
- 113. DONNALICHAW.COM | @DLICHAW THE USER’S JOURNEY