UXPIOTR BUCKI – #PRODUCTCAMP TRÓJMIASTO 2015

storytelling for UX and CX

Wtf is storytelling?It’s all about telling stories – the most natural way to communicate and understand the world around us. It’s about using narrative to explain the world.

piotr bucki for PRODUCT camp trójmiasto Gdynia 2015

why tell stories?

piotr bucki for PRODUCT camp trójmiasto Gdynia 2015

Because stories matter and contrary to bare facts they can create engagement and are influencing the relation building process. They can also help you manipulate realty. But that’s what I strongly not advocate.

Here’s your brain on data. not so good if you want to create engagement.

Here’s your brain on stories. very good if you want to create engagement.

your brain lights up like a christmas tree when you feed it stories. Even static stories in a form of typography or static visual. That is why porn works.

The Anatomy of a Story

The 4 Must Have’s

the heroyou need a hero to tell a good story. Your company, product or team can be a hero. It’s up to you to decide who the hero of the story is but it’s best to tell it from one perspective.

his goals and motivationsyou need a hero with strong motivation that can be easily understood. helping the world to be a better place. destroying the evil. Slaying the dragon. that sort of stuff.

the great opponentyou need an opponent to show your values and take part in struggles that show your ideals. After all the battle is a test. just like every new development stage is. so look for opponents.

victory or salvationevery story needs a closure. It can be just the end of a certain production stage or design stage or even a pivot. But it has to be accentuated.

the why in your story?It’s the question i love the most. “why”. our most primitive part of the brain – limbic system resonates with the “why”. It’s all about motivation.

It’s not just about the story but also how the story is told that matters

the simpler the better. cognitive ease helps us understand the world and the motivation. so does Rhyme-as-reason effect.

The rhyme-as-reason effect (or Eaton-Rosen phenomenon) is a cognitive bias whereupon a saying or aphorism is judged as more accurate or truthful when it is rewritten to rhyme.

say it don’t spray it.

why so serious?

use humour and action twists in your stories. the best dramas have some funny plots in it. the best comedies have some emotional touch to it. do it like Spielberg does.

emotions vs. facts

1882 was a good year. Richard Wagner completed his opera "Parsifal", 1st Dutch female physician Aletta Jacobs opened her office and Domenico Vergnano, the great founder of Caffè Vergnano opened

his first coffee store in Chieri in Italy. Those were the humble beginnings of what is now the oldest family owned and operated coffee brewing business.

What started as a small apothecary in Chieri, a small town at the foot of Turin hills is now the oldest family owned coffee roasting company in the World with almost 140 years old story and handed down

by four generations.

start like a storyteller use well known heroes use surprise facts that matter.

use intriguing locations like shire (where hobbits live) or Chieri (where the hell is that)

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iconic stories have it

how to start your story?

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Happy families are all alike; every unhappy family is unhappy in its own way.

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make your brand story sexy as hell. like Michael & markus

where your story takes life?

even the production process is a story. especially a developers journey.

it is about goals not functionalities.

stories make useful content.

their structure matters

they make the navigation easier

they give meaning

they are timeless

they help your business

branding or information?

the link and hyperlink

CONTENT VS CONTEXT