Slides from my talk at dd:London with GA http://www.eventbrite.com/e/ddlondon-tales-from-the-ux-trenches-with-ga-tickets-12163723023 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.

1. www.flickr.com/photos/katerha/8435321969
Designing around storytelling
The power of stories & how they can be used in UX design
by Anna Dahlström | @annadahlstrom
Digital
Dumbo
London
+
GA,
24
July
2014

2. Once upon a time
in a city called ‘Lund’...
xxxxwww.flickr.com/photos/ulfk/7976687420

3. There where
plenty of story time
www.flickr.com/photos/excomedia/sets/72157622519563566with/5233990438

4. We travelled
through those stories
www.flickr.com/photos/conorkeller/7860288604

5. “ We are as a species addicted to stories. ”
- The Storytelling Animal by Jonathan Gottschall
www.flickr.com/photos/namkeng/3209117837

6. Storytelling
Storytelling
Storytelling

7. www.flickr.com/photos/g-ratphotos/3404474275
“ If you can’t tell it, you can’t sell it. ”
- Peter Guber

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

9. Stories as persuasion tools

10. www.flickr.com/photos/saucef/7184615025
Not just for messaging but also
an integral part of the design process

11. www.flickr.com/photos/g-ratphotos/3404474275
“ Storytelling is at the heart of everything ”
- Steve Levitt

12. www.flickr.com/photos/carlosfpardo/6791950592
Stories capture our imagination
& shows us something new

13. www.flickr.com/photos/declanjewell/2181100986

14. ‘ Now you see me. ’

15. Javier Perez via http://the-wonderist.com/2013/11/05/how-to-see-things-with-new-eyes

16. ‘ Now you don’t. ’

17. Queenie Liao’s ‘Wengenn in Wonderland’ via www.boredpanda.org/wengenn-in-wonderland-sioin-queenie-liao

18. What do we want our users to see?
What is the story we want to tell?

19. Where do we want to take them?

20. www.flickr.com/photos/g-ratphotos/3404474275
“ Historically, stories have always been igniters
of action, moving people to do things. ”
- Peter Guber

21. Every story
takes us on a journey
Image via Shutterstock

22. Storytelling can
provide powerful call to actions
www.flickr.com/photos/piermario/4188959762

23. Stories have the ability to motivate,
change and create connections
Image via Shutterstock

24. What makes for a good story?

25. The end
The basic structure of a story
A beginning A middle

26. Dramaturgy knowing how to apply & structure
elements to tell a story

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

30. www.flickr.com/photos/perolofforsberg/6691744587
I asked my dad for
3 principles around good storytelling

31. 01 Captures the imagination

32. www.flickr.com/photos/g-ratphotos/3404474275
“ If you can imagine yourself in a situation,
it’s infinitely scarier. ”
- Brad Falchuk

33. Users need to
be able to relate
www.flickr.com/photos/estherase/1292315618

34. We need to
understand who they are
www.flickr.com/photos/cannedtuna/4852756417

35. 02 The dynamic of the story

36. What are the events
& people that tie it all together
www.flickr.com/photos/erin_ryan/2584551310

37. The ever important
red thread
www.flickr.com/photos/pulpolux/3692396234

38. 03 An element of surprise

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

42. Image via Shutterstock
Consider non-linear
& new forms of storytelling

43. Image via Shutterstock
NYT Snowfall - http://www.nytimes.com/projects/2012/snow-fall/

44. Image via Shutterstock
NYT Snowfall - http://www.nytimes.com/projects/2012/snow-fall/

45. NYT Snowfall - http://www.nytimes.com/projects/2012/snow-fall/

46. Medium -https://medium.com

47. Medium -https://medium.com

48. Into the Arctic - http://www.intothearctic.gp/en/

49. Into the Arctic - http://www.intothearctic.gp/en/

50. Glimt - http://glimt.it/

51. How do we go about it?

52. 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

53. 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..

54. 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

55. Image via Shutterstock
Identify where
the biggest barriers may be

56. www.flickr.com/photos/31878512@N06/4945216951/in/photostream
Look at where
you want to delight them

57. Plan for multiple
entry & exit points
www.flickr.com/photos/danieldslee/6913766642

58. Define content, functional & interaction
elements to addresses the needs
www.flickr.com/photos/angietorres/4564135455

59. Ensure there is
a good balance
www.flickr.com/photos/17207222@N02/5601758478

60. 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

61. 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

62. We cannot be at
the top all the time
www.flickr.com/photos/alexnormand/5992512756

63. 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

64. Awareness
Work with experience goals & life cyclesHygieneFeelgoodDelight
Consideration Purchase Post purchase
The site
knows me
& what I
want

65. Delivering the right content at the right time

66. We need to know:
What we want to say
What we want our users to do

67. Users
are different
www.robotshop.com/blog/where-is-wall-e-1391

68. Identify content & functionality for each main user

69. Image via Shutterstock
Look at how to tailor views based on
who the user is & their behaviour

70. Context & prior knowledge plays a key role

71. www.flickr.com/photos/pgoyette/168076182
Tailor messaging
& tone of voice

72. Consider location
& cultural differences
www.flickr.com/photos/scary_mary/5700384580

73. 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

74. Make use of different ways
to capture & engage the user
www.flickr.com/photos/snugglepup/5225953124

75. Tell a continuos story
with delights along the way
www.maxfactor.co.uk

76. Consider & adapt your message across touch points

77. www.flickr.com/photos/visualpunch/7351572896
Ensure the message
is considered & delivered across devices

78. www.thismanslife.co.uk/projects/lab/responsivewireframes/#desktop/
“ Content needs to be choreographed to
ensure the intended message is preserved on any
device and at any width “
- Trent Walton

79. 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

80. www.flickr.com/photos/jox1989/5143301136
Whatever we create & whoever it is for,
we want people to do something

81. It all start with
Once upon a time...
www.flickr.com/photos/snugglepup/3317051065

82. Or maybe
Once upon a design...
www.flickr.com/photos/snugglepup/3317051065

83. www.flickr.com/photos/katerha/8435321969
Thank you. Questions?
@annadahlstrom @byflock
www.annadahlstrom.com