Slides from my talk at UX Oxford on 23 April
http://www.meetup.com/UX-Oxford/events/172543682/
Storytelling has always played an important part in our societies throughout history. In the last few years it's gained attention as an important aspect in communicating and building engagement with a brand’s customer base. But storytelling is also an integral part of the design process. It’s a tool that not only can help us define our content and messaging, but the experience as a whole. Both across platforms and screens, and how we interact with it.
8. www.flickr.com/photos/g-ratphotos/3404474275
“ 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 fictional worlds radically alters the way
information is processed. ”
- FastCompany, Why storytelling is the ultimate weapon
27. How a story is told impacts
the human experience of its audience
Image via Shutterstock
28. Act three
Three act structure
Act one
Setup Resolution
Act two
Confrontation
inciting
incident mid point climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question
is answered
PLOT POINT ONE PLOT POINT TWO
29. Three act structure - applied to UCD
Setup ResolutionConfrontation
inciting
incident mid point climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question
is answered
PLOT POINT ONE PLOT POINT TWO
1. Becomes aware
5. Takes action
/ no action
4. Makes a decision
3. Looks further into it
2. Starts to consider
Act three Act one Act two
39. www.flickr.com/photos/g-ratphotos/3404474275
“ 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, 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. ”
- Brad Falchuck
40. Include an element of
surprise & exploration
www.flickr.com/photos/conorkeller/4028043294
41. Let users
find their way around your content
www.flickr.com/photos/conorkeller/3879321839
44. It starts with this
Setup ResolutionConfrontation
inciting
incident mid point climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question
is answered
PLOT POINT ONE PLOT POINT TWO
1. Becomes aware
5. Takes action
/ no action
4. Makes a decision
3. Looks further into it
2. Starts to consider
Act three Act one Act two
45. Identify the product lifecycle & its stages
Setup ResolutionConfrontation
inciting
incident mid point climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question
is answered
PLOT POINT ONE PLOT POINT TWO
1. Becomes aware
5. Takes action
/ no action
4. Makes a decision
3. Looks further into it
2. Starts to consider
Act three Act one Act two
Awareness Consideration Purchase Post..
46. Awareness Consideration Purchase Post..
1. Becomes aware
5. Takes action
/ no action
4. Makes a decision
3. Looks further into it
2. Starts to consider
Act three Act one Act two
Map the experience
Setup ResolutionConfrontation
inciting
incident mid point climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question
is answered
PLOT POINT ONE PLOT POINT TWO
HygieneFeelgoodDelight
49. Plan for multiple
entry & exit points
www.flickr.com/photos/danieldslee/6913766642
50. Define content, functional & interaction
elements to addresses the needs
www.flickr.com/photos/angietorres/4564135455
51. Ensure there is
a good balance
www.flickr.com/photos/17207222@N02/5601758478
52. Awareness Consideration Purchase Post..
1. Becomes aware
5. Takes action
/ no action
4. Makes a decision
3. Looks further into it
2. Starts to consider
Act three Act one Act two
When doing this…
Setup ResolutionConfrontation
inciting
incident mid point climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question
is answered
PLOT POINT ONE PLOT POINT TWO
HygieneFeelgoodDelight
53. 1. Becomes aware
5. Takes action
/ no action
4. Makes a decision
3. Looks further into it
2. Starts to consider
Act three Act one Act two
…avoid ending up with this
Setup ResolutionConfrontation
inciting
incident
mid point climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question
is answered
PLOT POINT ONE PLOT POINT TWO
HygieneFeelgoodDelight
54. We cannot be at
the top all the time
www.flickr.com/photos/alexnormand/5992512756
55. 1. Becomes aware
5. Takes action
/ no action
4. Makes a decision
3. Looks further into it
2. Starts to consider
Act three Act one Act two
More realistic
Setup ResolutionConfrontation
inciting
incident mid point climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question
is answered
PLOT POINT ONE PLOT POINT TWO
HygieneFeelgoodDelight
56. Awareness
Work with experience goals & life cyclesHygieneFeelgoodDelight
Consideration Purchase Post purchase
The site
knows me
& what I
want
64. Consider location
& cultural differences
www.flickr.com/photos/scary_mary/5700384580
65. www.flickr.com/photos/g-ratphotos/3404474275
“ 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. ”
- Econsultancy
66. Make use of different ways
to capture & engage the user
www.flickr.com/photos/snugglepup/5225953124
67. Tell a continuos story
with delights along the way
www.maxfactor.co.uk
71. www.flickr.com/photos/g-ratphotos/3404474275
“ 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. ”
- Steve Whittington
Design Director
Dare