Storytelling Startup Weekend Lima
•
6 recomendaciones•632 vistas
A lecture about telling stories for understanding the user, explaining their motivations and selling, much based on the book Storytelling for User Experience-Crafting Stories for Better Design, by Whitney Quesenbery & Kevin Brooks / Presentación de la conferencia sobre como usar las historias para aprender de los usuarios, explicar sus motivaciones y vender, basada en el libro Storytelling for User Experience-Crafting Stories for Better Design, by Whitney Quesenbery & Kevin Brooks
Recomendados
Más contenido relacionado
Destacado
Último
Último (20)
Storytelling Startup Weekend Lima
- 4. 1998 Artes Plásticas, UANL 2000 Minet, Tec 1999 Ilustración, El Norte 2005 GUI, e-Strategia 2005 Web, Miut 2007 Educación, CEDIM 2008 GameDesign, PickMe! 2015 The Cocktail, KamikazeUX
- 6. ¿Por que historias? Todos contamos historias
- 7. Las historias son la escencia de la experienciahumana
- 8. Una historia es una manera de conectar lo que sabemos de las personas (usuarios) con el proceso de diseño
- 9. TODA LA INFORMACIÓN CONTENIDA EN ESTE DOCUMENTO ES CONFINDENCIAL ¿Quéesunahistoria? Lahistoriayla narraciónsonconceptostangrandesque lo mejor seráempezarpor definirqué tipodehistoriassonútilesen el diseño de laexperiencia del usuario.
- 11. ¿Qué es una historia? Puede tener un principio, un medio y un final, por lo general, aunque no necesariamente en ese orden; o simplemente puede sugerir un tiempo y lugar.
- 12. Unahistoria puede ser narrada o escrita.Una historiapuede ser contada mediante fotos, imágenes en movimiento o palabras; puede ser contada en vivo o a través de audio o video…o de un prototipo
- 13. Nosvamosaconcentrarenhistoriasdonde lametaesdescribirocomunicaralgún aspecto de la experiencia del usuario
- 14. Qué historias usaremos Incluiremos escenarios, historias de usuarios, storyboards, casos de narrativa, customer journeys y muchas otras formas de historia que son parte de las metodologías de ux.
- 30. lahistoriarealmenteviveenla mentedelosoyentes. Comonarrador, nopuedesincluircadadetalleomotivación.
- 34. Funciones de las historias ― Explican ― Involucra la imaginación ― Genera nuevas ideas ― Crea un entendimiento mutuo ― Persuaden
- 35. Las historias empiezan escuchando (y observando)
- 36. Buen escuchador Ser un buen oyente toma práctica. Esto puede ser difícil especialmente para consultores, quienes a menudo se unen a proyectos como expertos y sienten presión de tener que hablar mas, que escuchar. ― Pon Atención ― Demuestra que estás Escuchando. ― Refleja a tu entrevistado ― Aplaza el Juicio ― No Interrumpas .Responde apropiadamente, se franco y abierto al responder
- 39. Las Historias pueden ser parte de muchas actividades UX. ― Recolectas datos ― Exploras la investigación del usuario y otra información ― Estimulas o experimentas con ideas de diseño. ― Quieres probar tus diseños ― Necesitas compartir (o vender) tus ideas.
- 40. Audiencias
- 43. —Relaciónconlaaudiencia Cadaunadeestasrelacionesbrinda diferentes gradosdeexperienciao antecedentes oexpectativas quevasa comunicar.Turelaciónconlaaudienciaafecta nosoloesafectadaporlashistoriasque escogescontarsinotambiénporelcomolas cuentas
- 46. The end
Notas del editor
- Todos contamos historias. Es una de las maneras mas naturales de compartir información, y es tan vieja como la raza humana.Como parte de la experiencia de diseño del usuario, las historias pueden fundamentar tu trabajo para llevarlo a un contexto real. Nos permiten mostrar un concepto de diseño o un producto nuevo en acción o conectar una idea con la chispa inicial. Pero mas importante nos ayuda a mantener a las personas en el centro de nuestro proyecto. No onbstante cuando se inicia un proyecto, al final será utilizado por la gente
- ayudan a reunir (y compartir) información sobre usuarios, tareas, y metas situan a la raza humana en datos analíticos Generan una chispa de nuevos conceptos de diseño fomentan la colaboración e innovación Son una manera de compartir ideas y crear un sentido compartido de historia y propósito ayudan a entender el mundo, dándonos una visión de la gente que no se parece a nosotros Pueden persuadir a otros sobre el valor de la contribución
- Por ejemplo, la caperucita roja…..
- Una buena historia, debe contar con una buena narrativa, usando el diagrama más sencillo, podemos decir que debe tener una introducción, un clímax y una conclusión, al terminar, el espectador debe quedarse con una clara moraleja o mensaje para que esta historia resulte memorable.
- Los tipos de historias a las que no nos referimos son: cuentos para dormir, historias de cosas que hiciste de niño, nuevas historias, historias de gatos rescatados de los arboles, historias de perritos peludos, historias de miedo, novelas, historias de amor, confesiones, la historia de como conocí a tu papa (a menos que sea un servicio de citas), mitos del fin del mundo, mitos de como empezó el mundo, ni sueños (no se confunda con visiones conceptuales). Amamos estas historias, pero pertenecen a otro libro, y a un contexto fuera de la experiencia de diseño del usuario.
- Some people think of telling a story as a form of broadcasting. Claude Shannon, sometimes called the “father of information theory,” looked at communication as a sort of transmission of a message from one place to another. From this perspective, a story would be something simply transferred from one person to another, like an exchange of goods or a signal on a wire, as shown in Figure 2-1. This seems simple enough. You write a story, and then you tell it. You might consider your audience as you write the story, but telling the story is just broadcasting it. A lot of bad speakers seem to see it this way as well. But it’s not that simple. Good storytelling is interactive. It’s more like a conversation than a broadcast, even when the stories are carefully crafted and rehearsed. Actors and directors talk about how the audience is different at every performance, even if the script or the stage action is the same from night to night. Stories work the same way. They are as much a part of the audience as of the storyteller. They come to life in the imaginations of the audience members, whether it is one person or hundreds of people.
- This is especially true when you are telling a story in person, as part of a presentation or in a discussion. The story becomes part of a dialogue between the storyteller and the audience, even if the audience is silent. This set of relationships between the storyteller, the story, and the audience is called the Story Triangle
- How stories work. A cartoon in 4 frames showing how a story is shared from storyteller to audience. (Illustration by Calvin C. Chan). 1. First, the storyteller shapes the story. 2. As they listen, the audience members form an image of the story in their own minds. 3. As the story is told, the storyteller and the audience continuously interact, with energy flowing back and forth. Each affects the others and shapes the story they create. 4. In the end, the most important relationship is between the audience and the story. They are part of the story each time it is told.
- The core of a story is usually a sequence of events. Without that sequence, nothing “happens.” You might have a description of a scene or a character, but it’s not really a story until you have events, decisions, and actions, or at least a reaction to a situation or environment. Sometimes, events can be implied through context, but you’ll learn more about that in Chapter 13. Stories that are just narrative events—a series of statements of “what happened”—aren’t very interesting. They can be useful as a way to describe the details of an interaction. Use cases and flow charts are like that. They strip away everything except the specific actions that are at the core of a user experience. Stories play a more complex role. They not only describe actions, but also explain them and set them into a context that helps you understand why they happened.
- The first step in building a story is to add motivation. The goals and motivations of the characters can be clearly described, or they can be implicit, but it’s the notion that people do things for a reason that makes stories so interesting. We want to know why something happened, not just what happened (see Figure 2-5). If we aren’t told why, we are likely to invent a reason for ourselves. http://www.flickr.com/photos/rosenfeldmedia/4459977458/ Figure 2-5. Why things happen can be as interesting as what happened. Adding the reasons why the events occurred is the first step in creating a good user experience story, that is, a story that communicates enough information to be useful as a way of explaining a user context or triggering design ideas. Motivation and goals are often deeply embedded in a cultural context. Many stories rely on some level of shared cultural context as a kind of shorthand. When folk stories are told and retold in different cultures, they are adapted. Details are changed to make the context for the story more familiar—or stranger—to the audience.
- Esto significa que debes confiar en que la audiencia interpretara varios de los elementos de la historia por si mismos y por lo tanto tu debes elaborar la historia para ayudarlos a lograrlo
- experiences, the more the story becomes their own. In the process, it elicits other shared stories, building connections. On the other hand, when you and the audience bring different cultural assumptions to a story, it opens up opportunities for misunderstanding. Or opportunities for distraction, as the audience veers away from the point you want to make. So, a story is more than just a transfer of information. It’s an active mechanism for communicating events, communicating contextual information, and for developing connections between people. This active role is what makes stories so useful in user experience design. One of the hardest parts of your work is understanding other people—people who may have different motivations and goals than your own. All of the user research and analytics techniques are a way to bridge that gap. Stories are not only a good way to learn about users, but also a good way to share what you have learned with your colleagues (and anyone else who has a stake in your work).
- There is no conflict between research ethics and storytelling. A story is not just a collection of facts, but of information structured to appeal to an audience’s logic and emotion. To be a good storyteller in user experience, you need honesty and authenticity, along with a simplicity or clarity of expression. These are tools the storyteller uses in any application of storytelling to craft the material and the presentation so that the audience sees something new. An honest story portrays user research accurately, not distorting the evidence through the selection of the story or the details that are included. An authentic story is true to the feeling of the original events, and it is told in a way that reflects how the participants themselves might tell it.
- Tanto la relación entre tú y el público y la que existe entre el público y la historia afecta a todas las comunicaciones en el diseño de la experiencia del usuario, especialmente a los desafíos de los conceptos de diseño que presentan o informes de usuarios de la investigación.