Justin Daab

1. magnani.comAn experience design
and strategy firm
Narrative-Based Innovation
Using storytelling to supercharge your CX design
magnani.comAn experience design
and strategy firm
© 2019 All Rights Reserved

2. Confidential-DonotdistributewithoutwrittenpermissionfromMagnani.
They gave me 20 minutes for
a 45-minute presentation…

3. Confidential-DonotdistributewithoutwrittenpermissionfromMagnani.
Who am I?
JUSTIN DAAB
PRESIDENT, MAGNANI

4. Confidential-DonotdistributewithoutwrittenpermissionfromMagnani.
MARRIAGE
FAMILY
KELLOGG
Better question:
What’s my story?

5. Using Narrative-Based Innovation to accelerate CX
design and reduce market risk
Prologue: A brief introduction to Magnani
Chapter 1: A few stories about storytelling
Chapter 2: The Narrative-Based Innovation process
Chapter 3: Why story delivers better experiences, faster
Chapter 4: How you can start infusing more story, today
Epilogue: Success stories
OUR STORY FOR THE DAY
© 2019 All Rights Reserved

6. Confidential-DonotdistributewithoutwrittenpermissionfromMagnani.Confidential-DonotdistributewithoutwrittenpermissionfromMagnani.
Ateamoftalentedstrategists,designers,developers,researchers&dataanalysts.
We are an experience design and
strategy firm in Chicago.
FOUNDED IN 1985

7. We work at the intersection of human-
centered design, business strategy and
imagination to craft beautiful digital
experiences, products and brands people love.
Product and
Service Innovation
Customer and
Market Insights
Customer Experience
Design and Brand
Activation
WHAT DO WE DO?
magnani.com© 2019 All Rights Reserved

8. Clearly defining and
coming to consensus
around what problem
to solve
Translating market
insights into desirable,
feasible & sustainable
customer experiences
Maintaining the
perspective of the end
customer throughout
the design process
Most of our clients face similar
CX design challenges:
HOW WE HELP
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9. Every one of those problems can be addressed faster,
more effectively, and more affordably by infusing
every step of the CX development process with the
oldest technology on the planet.
THE COMMON THREAD
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And, no,
we’re not talking
about
sticky notes.

10. magnani.com
Chapter 1: A few stories about storytelling
© 2019 All Rights Reserved

11. Airplanes
The Internet
Satellites
Virtual Reality
Cryptocurrency
Tablet PC
Cellular Phones
Robots
Self-Driving Cars
Laser Weapons
Spaceflight
A.I.
Computers
Atomic Energy
Submarines
Helicopters
Tasers
Radar
Translators
Bluetooth
Voice UI
Smart Watches
Digital Billboards
Credit Cards
magnani.com© 2019 All Rights Reserved
World-changing experiences
first envisioned by storytellers:

12. x
“Mythology is to
relate found truth to
the living of a life.”
― Joseph Campbell: The Hero's Journey
magnani.com© 2019 All Rights Reserved

13. Every great story follows a similar arc.
The hero’s journey
magnani.com© 2019 All Rights Reserved

14. magnani.com
Chapter 2: Narrative-Based Innovation
© 2019 All Rights Reserved

16. Great stories and design thinking follow similar creative
problem solving arcs. Narrative-Based Innovation
harnesses the best of both.
DESIGN PARALLELS
magnani.com
© 2019 All Rights Reserved

17. Embrace our targets
as ‘heroes’ in our
narrative
Future-cast trends and
emergent needs, and
begin world building
Create, test and refine
future experience
narratives
Develop a formal
market evaluation
and business case
How we weave a compelling
story of the future
NARRATIVE-BASED INNOVATION
© 2019 All Rights Reserved
magnani.com

18. • RESEARCH
ANALYSIS
• DETAILED
CHARACTER
SKETCHES/
PERSONA
NARRATIVES
DEFINE OUR
HERO(ES)
PROJECT
TRENDS
BUILD THE
FUTURE WORLD
PREDICT
EMERGENT
CHALLENGES
IDEATE
SOLUTIONS
CRAFT STORIES/
NARRATIVE
PROTOTYPES
EVALUATE
DESIRABILITY/
BELIEVABILITY
QUANTIFY
MARKET
OPPORTUNITY
The Narrative-Based Innovation Roadmap
INPUTS/
ACTIVITIES
OUTPUTS/
DELIVERABLES
• ETHNOGRAPHY
• FOCUS GROUPS
• SURVEYS
• REVIEW
EXISTING
RESEARCH
• TREND
RESEARCH/PR
OJECTIONS
AND ANALYSIS
• ASSESS/
DOCUMENT
PROBABILITIES
• FUTURE STATE
SNAPSHOT
• ENVIRONMENT
/SOCIAL
NARRATIVE
• WORLD-
BUILDING
NARRATIVE
• FUTURE
CASTING
• TECHNOLOGY
/R&D
ROADMAPS
• IDEATION
SESSIONS
• CO-CREATION
SESSIONS
• REVERSE
ETHNOGRAPHY
• SCENARIO
BUILDING
• DEFINITION OF
CHALLENGE
• CREATIVE
/DESIGN BRIEF
• IDEA
COMPILATION
• ANALYSIS OF
KEY THEMES
• CULL AND
CONCATENATE
IDEAS
• RECOMMENDED
SEGMENTATION
• DEMAND
QUANTIFIED
• NARRATIVE
TESTING
• FOCUS GROUPS
• INDIVIDUAL
INTERVIEWS
• SURVEYS
• PRIORITIZE/
RANK
AVENUES OF
EXPLORATION
• CRAFT
DETAILED
PRODUCT/
SERVICE
EXPERIENCE
NARRATIVES
EMPATHIZE
• INNOVATION
/PRODUCT
ROADMAPS
• BUSINESS
CASE
DEVELOPMENT
• R&D VISION
NARRATIVE
• MARKET VISION
NARRATIVE
• MARKET SIZING
• TEST MARKETS
STEPS
© 2019 All Rights Reserved
DEFINE IDEATE PROTOTYPE TEST LAUNCH

19. magnani.com
Chapter 3: Why story delivers better experiences, faster
© 2019 All Rights Reserved

20. Story is
the fastest way
to prototype,
evaluate and
communicate
complex
experiences.
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21. Story conveys vision
without limiting design.
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22. Story documents
emotional requirements.
© 2018 All Rights Reserved

23. Story forces prioritization.
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24. Story exposes the gaps.
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25. If you can’t
explain it to a
6-year-old.…
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26. magnani.com
Chapter 4: How to start infusing
your CX process with story, today.
© 2019 All Rights Reserved

27. magnani.com
Go beyond personas.
Bring your heroes to life.
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28. Say you were
managing a project,
designing a car…
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…for Doug.

29. © 2019 All Rights Reserved

30. Doug P. 46 Demographics
30
• College Degree
• Founder, Software Development and IT Company
• Married, three (3) children
• 53 years old
• Wife manages the home, full time
Psychographics
• Concerned about the environment
• Midwestern work ethic
• Feels time-starved
• Political centrist
Rational
Price
Sensitivity
Triggers Emotional
Sustainability Security Health Convenience Ergonomics Brand Affinity Perceived
Value
Pride of
Ownership
Self
Expression
And you stopped telling Doug’s story at the standard persona…

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You’ll likely arrive
at the standard
solution.

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But if you take time to
tell Doug’s whole story…

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34. © 2019 All Rights Reserved
+ =
Celebrity Math Bonus

35. magnani.com
Write your CX story first. Design second.
© 2019 All Rights Reserved

36. magnani.com© 2019 All Rights Reserved

37. magnani.com
Epilogue: A few success stories
© 2019 All Rights Reserved

38. We helped the
cable & broadband
industry uncover
and define a $1
billion market
opportunity.
We helped a
commercial
transportation
manufacturer
re-imagine their
distribution and
supply chain
relationships to
shorten the
customer purchasing
journey by 70%.
We helped a major
national medical
association
reimagine their
member
experience—turning
around decades of
declining
membership.
We helped a
global industrial
manufacturer
create a new
multi-million-
dollar sales
opportunity from
existing product
lines.
A few notable chapters
NARRATIVE-BASED INNOVATION
© 2019 All Rights Reserved

39. POST SCRIPT:
Innovation is rarely a
technology problem.
If we can envision a more satisfying emotional
experience for our heroes, technology finds a way.
© 2019 All Rights Reserved

40. Thank you.
200 South Michigan Avenue, Suite 500
Chicago, IL 60604
magnani.com312.957.0770
JUSTIN DAAB, PRESIDENT
j.daab@magnani.com
An experience design
and strategy firm