Storytelling: finding UX moments that count
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Transcript of Storytelling: finding UX moments that count
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Storytellingfinding UX moments that count
Amber Howard, Ph.D.@amberkhoward
February 12, 2013
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Customers don't know what they want until we've shown them.
— Steve Jobs
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Qwikster
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Muhammad Yunas, Grameen Bank
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welcome to the party
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create to resonate
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belonging, connecting, & believing
CREATE TO RESONATE
the difference between
rejecting missing doubting
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MINDSETS & EXPECTATIONS
DESIGNED CONDITIONS
increase the overlap
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storytelling gets us there
CREATE TO RESONATE
we are all storytellers. story is a fundamental part of our existence.
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make the experience count
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Do you enjoy being a designer?
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Why do you love being a designer?
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Tell a story about a time when you felt fulfilled as a designer.
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storytellingis a state of mind
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invite storytelling
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experience is non-conscious
INVITE STORYTELLING
consciousness is a bubbling up of non-conscious awareness.
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the non-conscious knows
INVITE STORYTELLING
Iowa gambling task
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stories are windows to the non-conscious
listen for the elephant in the trainer’s voice. one story is not enough.
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what to ask
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Text
TEXT
Text
— Henry Ford
If I had asked people what they want, they would have said faster horses.
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how you want the design to resonate
WHAT TO ASK
what you ask depends on
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atmospheres of resonance
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What do people have?What can we make?
ASSETS
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ASSETS ACTIONS
What do people do?How can we streamline the process?
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EXPERIENCESACTIONS
How do people relate?How can we make it fulfilling?
ASSETS
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VISIONEXPERIENCESACTIONS
What do people value?How can we align perceptions?
ASSETS
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VISIONEXPERIENCESACTIONSASSETS CULTURE
What do people believe?How can we expand possibility?
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VISIONEXPERIENCESACTIONSASSETS CULTURE
observable inferential
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VISIONEXPERIENCESACTIONSASSETS CULTURE
tactical strategic
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If I had asked people what they want, they would have said faster horses.
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If I had asked people to tell a story, they would have surprised & inspired me.
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how do you want to resonate
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design the experience
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ask & listen to the non-conscious
DESIGN THE EXPERIENCE
design the experience
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facilitating a storytelling session
DESIGN THE EXPERIENCE
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know your role
DESIGN THE EXPERIENCE
know the encouraging & supportive persona you’re going to play.
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calm the elephant
DESIGN THE EXPERIENCE
provide no-stakes opportunities to tell casual stories.
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give a basic structure
DESIGN THE EXPERIENCE
Great stories are designed. Give people the structure to tell great stories.
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structure of a story
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What was the situation?Where do significant moments happen?
SETTING
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CHARACTERS
Who was involved?What roles and relationships matter?
SETTING
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CHARACTERS
What happened?How did emotions & perspectives transform?
SETTING JOURNEY
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CHARACTERS
How did it end?How was tension resolved?
Who does the person want to be?
SETTING JOURNEY RESOLUTION
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CHARACTERSSETTING JOURNEY RESOLUTION MORAL
Why did it matter?What is valued?
What are the person’s hopes?
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SETTING CHARACTERS JOURNEY RESOLUTION MORAL
DESIGN THE EXPERIENCE
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provide a safety net give people a space to collect their thoughts before sharing.
DESIGN THE EXPERIENCE
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make it social people are comfortable sharing stories with peers — it builds camaraderie. find ways to record the conversation.
DESIGN THE EXPERIENCE
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invite the elephant to share
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analyzing stories
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how do we make sense of them?
ANALYZING STORIES
all these stories...
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using grounded theory lite
ANALYZING STORIES
themes from many pieces
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transcribe the stories
ANALYZING STORIES
get all the stories into a comparable format.
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develop a coding system
ANALYZING STORIES
make dots so you can connect them. the dots should be project-specific.
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SETTING CHARACTERS JOURNEY RESOLUTION MORAL
story elements
relationshipsroles
before/during/aftertriggertensionemotiondrama
transformationhopes
aspirations
significanceidentity
locationtimetools
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categorize by affinity
ANALYZING STORIES
identify patterns & themes. Find significant moments.
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find out through systematic inquiry
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synthesizing stories
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relevant and meaningful
SYNTHESIZING STORIES
tell a story that is
SETTING CHARACTERS JOURNEY RESOLUTION MORAL
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BELONGING: common mindsets
SYNTHESIZING STORIES
situations & roles
SETTING CHARACTERS JOURNEY RESOLUTION MORAL
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who were overwhelmed, but persevered,
Teachers
Principals
Staff
in a new environment
outside their comfort zone
with too much to do in too little time
when faced with a crisis
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CONNECTING: leverage points
SYNTHESIZING STORIES
journey & progression
SETTING CHARACTERS JOURNEY RESOLUTION MORAL
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my performance
set benchmarks
Provide speci!c praise
expectations
Facilitate re"ection
I NEEDI AM
LinkedInGoogle
FacebookEdutopia
Skype
ReassuranceOverwhelmed
& unsure
VALUEADDED
VALUE
I’M AFFIRMED
about
using
I’M CONFIDENT
celebrating success
asking for feedback
I REFLECT BY
I WOULD ENGAGE WITH THE ONLINE
COMMUNITY TO
How am I doing?“Con!dence and a sense of success is pretty awesome for me. It means a lot to be comfortable in your own skin.”
— teacher
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BELIEVING: purpose
SYNTHESIZING STORIES
values & perceptions
SETTING CHARACTERS JOURNEY RESOLUTION MORAL
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public transportation
effective public transit system
monorail
transportation to RDU
wayfinding
walkable features/riverfront
density
attractions
populationentrepreneurs
economic development
communication
convention center
DRA
NCSU/Universities/
Colleges city
chamber
other groups
References for success
> Keep Austin weird > Charlotte preserves history > Districts in Paris > Salt Lake City water feature,
ocean/mountain > Fortune 500 companies in NYC > NYC culture/grid/mindset/designers > Portland downtown transportation > Bike ecosystem of Copenhagen/Paris/
Amsterdam/San Francisco
> Amsterdam infrastructure for lots of people
> Austin music > Nashville music > Music scene in northwest
General advice from the group
Lay the foundation for 21st century growth.
CityWhere we want to go as a
Built upon these pillars
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MOMENTUM: strategy
SYNTHESIZING STORIES
engagement architectureaction plan
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10.8%ORGANIC
No one department manages or coordinates; efforts bubble up from the edges of the company.
18%DANDELION
Similar to Hub and Spoke but applicable to organizations with several autonomous sub-groups.
1.4%HONEYCOMB
Everyone in the organization uses social media safely and consistently across all organizations.
28.8%TREE
One department manages all social activities.
Data based on 140 surveyed social companies, courtesy of Altimeter Group, 2010.
41%HUB AND SPOKE
A community hub is like a bicycle wheel, with spokes
radiating out from the center.
Community hubs are the central gathering place for
featured content and discussion. The centralized
position of the hub ensures that the nodes are aligned
with the organization’s brand.
The spokes, radiating from the hub, route members to
need-speci!c resources.
Since one tool does not !t all, the nodes provide a suite
of curated tools and resources that cater to speci!c
needs, expectations, and values of the community.
MODELS FOR SOCIAL ENGAGEMENT
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The conversations and ideas that came from the Pathways to Opportunity Tour demonstrated that North Carolina wants RTP to be a convener, a connector, a catalyst.
Here’s how RTP plans to ful!ll those roles:
CONVENER
THIS YEAR, RTP WILL INVITE REPRESENTATIVES FROM ACROSS NORTH CAROLINA TO COME TOGETHER IN THE PARK.
Events hosted in RTP will give passionate people an opportunity to collaborate and learn from one another to drive economic development in their own communities.
CONNECTOR
RTP WILL DEVELOP AN ONLINE COMMUNITY TO ESTABLISH AN ONGOING CONVERSATION ABOUT THE FUTURE OF NORTH CAROLINA.
Di!erent forms of online media will allow RTP to share timely information about the Park and the state’s development. Open communications platforms will give North Carolina a place to share stories and ideas.
CATALYST
RTP WILL BUILD AN INNOVATIVE COMMUNITY FOR SHARING NEW IDEAS.
The center will ful"ll the expectations we heard on the Pathways to Opportunity tour: it will connect North Carolina and brand our state as a global leader in innovation and collaboration.
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moments that count
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invite people to the party
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storytelling gets us there
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be systematic about it
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belong, connect, & believe
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moments that resonate
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thank you.
Amber Howard, Ph.D.@amberkhoward