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STORYMAPPING
THE EXPERIENCE
DONNA LICHAW
GREATNORTHELECTRIC.COM
@DLICHAW
LIS HUBERT
ELISABETHHUBERT.COM
@LISHUBERT
TODAY’S AGENDA
Why story?
How stories work
Developing your stories
Applying stories
Rules of thumb
INTRODUCTIONS
Who you are
What you do
Why you are in this workshop
http://www.denofgeek.com/tv/breaking-bad/27141/see-inside-the-breaking-bad-writers-room
Crafting the Experience: Mapping the Story to Get from Ideas to Output
MAKE THINGS GO
BOOM
HOW STORY WORKS
Beginning Middle End
Hero
Goal
Exposition
Inciting Incident
or Problem
Hero
Goal
Exposition
Rising Action
Inciting Incident
or Problem
Hero
Goal
Exposition
Rising Action
Inciting Incident
or Problem
Hero
Goal
Exposition
Crisis
Climax or Resolution
Rising Action
Inciting Incident
or Problem
Hero
Goal
Exposition
Crisis
Falling
Action
Climax or Resolution
Rising Action
Inciting Incident
or Problem
Hero
Goal
Exposition
Crisis
Denouement
End
Falling
Action
Climax or Resolution
Rising Action
Inciting Incident
or Problem
Hero
Goal
Exposition
Crisis
Denouement
Crafting the Experience: Mapping the Story to Get from Ideas to Output
3STORIES
CONCEPT STORIES
ORIGIN STORIES
USAGE STORIES
CONCEPT STORIES
ORIGIN STORIES
USAGE STORIES
http://answers.oreilly.com/topic/1864-gamestorming-elevator-pitch/
Goal Met
Who 

Goal
Value & Competitive advantage
Problem
Product Name
Market Category
Takeaway
Competition
Crafting the Experience: Mapping the Story to Get from Ideas to Output
CommunicateCommunicate
The best way to communicate

Works like magic

3-in-1
Smartphones Suck
iPhone
Smartphone
Want
Don’t want
Usability
iPod
Phone
CONCEPT STORIES
Who a product is for
Why someone would use it
What a product is
How it’s better than the competition
ORIGIN STORIES
CONCEPT STORIES
Who a product is for
Why someone would use it
What a product is
How it’s better than the competition
ORIGIN STORIES
}
Target market
Problem space
Product definition
Value proposition/Competitive advantage
Crafting the Experience: Mapping the Story to Get from Ideas to Output
CONCEPT STORIES
ORIGIN STORIES
USAGE STORIES
Goal met
Who 

Goal
Why they should care

problem solved
Problem

Trigger

Painpoint
Discover product
Action
Word of mouth
Paid advertising
Google search
App store
Other channels/touchpoints
Acquisition
Activation
Conversion
Awareness
Measureable
Homepage
Landing page
App store
Email
Ad
}
Resistance
Crafting the Experience: Mapping the Story to Get from Ideas to Output
Collect & Share
Collect images

Share images
Visual collecting & sharing!
It’s a pain
Discover Pinterest
Sign up
Homepage
Landing page
App store
Email
Ad
Eh
Crafting the Experience: Mapping the Story to Get from Ideas to Output
CONCEPT STORIES
ORIGIN STORIES
Who a product is for
Why someone would want to use it
How they will discover the product
What value/affordances someone should see
What action(s) they should take
CONCEPT STORIES
ORIGIN STORIES
Who a product is for
Why someone would want to use it
How they will discover the product
What value/affordances someone should see
What action(s) they should take
}
Target market
Problem space
Acquisition funnels, Mktg, SEO
Requirements, Copy, Assets
CTA(s)
Sign
up
Collect and share something
Sign
up
Collect and share something
CONCEPT STORIES
ORIGIN STORIES
USAGE STORIES
Goal Met
Who 

Goal
Solve Problem

Experience Value
Problem

Incentive

CTA
Flow Finish

Flow
Impediment
Sign up
Payment
Funnel drop-off (metrics)
Mental hurdles
Boredom
Lack of value
Usability
Inciting
Incident
Rising
Action
Rising
Action
Rising
Action
Crisis
Climax
Falling
Action
End
Home 

In the KnowWant To Be In the Know
Access + Membership

Friends Are Here?
Sign up
Onboarding Flow
Finish

Flow
Boredom
Lack of value
MICRO-STORIES AND HABIT LOOPS
Hours 1 2 3 4 5 6 ∞
Days
Months
Years
LONG-TERM ENGAGEMENT
EXERCISE
Goal Met
Who / Goal
Value & Competitive advantage
Problem
Product Name
Market Category
Takeaway
Competition
GREATNORTHELECTRIC.COM
} Concept Story
EXERCISE } Usage Story
Goal MetWho 

Goal
Solve Problem

Experience Value
Problem

Incentive

CTA
Flow Finish

Flow
Impediment
Sign up
Payment
Funnel drop-off (metrics)
Mental hurdles
Boredom
Lack of value
Usability
SUPPORTING
YOUR STORY
EXERCISE
SUPPORT YOUR STORY
NOW WHAT?
Crafting the Experience: Mapping the Story to Get from Ideas to Output
AGENDA
‣ Insert Chapter Titles
55
AGENDA
‣ Insert Chapter Titles
56
AGENDA
‣ Insert Chapter Titles
57
AGENDA
‣ Insert Chapter Titles
58
AND…?
Meet User
Expectations
Make Community more engaging
Enhance
Competition
Enhance Identity & Personalize Content
Crafting the Experience: Mapping the Story to Get from Ideas to Output
Crafting the Experience: Mapping the Story to Get from Ideas to Output
RULES OF THUMB
Stories are character-driven
Characters are goal-driven
Conflict is key
Goals are measurable
Goals can change
WHAT IS THE STORY?
Crafting the Experience: Mapping the Story to Get from Ideas to Output
THANK
YOU.
DONNA LICHAW
GREATNORTHELECTRIC.COM
@DLICHAW
LIS HUBERT
ELISABETHHUBERT.COM
@LISHUBERT

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Crafting the Experience: Mapping the Story to Get from Ideas to Output