The document discusses using storytelling to create experiences that convert. It provides examples of how stories can motivate people and influence their beliefs and behaviors. The key aspects of storytelling discussed are the plot, characters, and setting of the story. The document advocates mapping out customer journeys to understand how stories and experiences are structured at each stage.
Storytelling In Design - SXSW, 13 March 2017Anna Dahlström
Slides from my two talks at SXSW 2017 about my upcoming book 'Storytelling in design'.
http://schedule.sxsw.com/2017/events/PP65833
ABSTRACT
To every great story there's a bit of magic involved and so there is to experiences that just work and deliver the right content, interactions and notifications at the right time, and on the right device.
Drawing on tried and tested storytelling principles from film, fiction, and music and applying them to the context of UX design and business, in this talk Ms. Dahlstrom shares how we can instil a bit of magic in the work we do and hereby ensure that we create better multi-device experiences for our users and healthier bottom lines for our businesses.
How To Use Storytelling To Craft Experiences That Engage - IIeX EU, Amsterda...Anna Dahlström
The document discusses using storytelling to craft engaging experiences. It provides examples of how stories influence our beliefs and behaviors more than facts or arguments. The presentation outlines principles of storytelling like plot, characters, and setting to understand problems, deliver solutions, and present outputs. It emphasizes applying dramaturgy to visualize experiences and map customer journeys through different stages with touchpoints.
Using Storytelling To Craft Multi-device Experiences That Convert - CXL Live,...Anna Dahlström
This document discusses using storytelling techniques to design multi-device experiences that optimize conversion. It emphasizes understanding users' journeys through dramaturgy and defining characters, plots, and environments. By mapping the experience ecosystem and asking fundamental questions, designers can move from data-driven mechanics to architecting experiences grounded in users' needs and contexts. This approach facilitates clearer, more accurate understanding from the start of a project.
Storytelling In Design - DXN, Nottingham, 8 Feb 2017Anna Dahlström
Slides from my talk about Storytelling In Design at Design Exchange Nottingham on 8 Feb 2017.
http://dxnevent.com/
ABSTRACT
To every great story there's a bit of magic involved and so there is to experiences that just work and deliver the right content, interactions and nudges at the right time, and on/via the right device. Drawing on tried and tested storytelling principles from film, fiction, and music and applying them to the context of UX design, in this talk Anna shares how the increasingly complex world we’re designing for is our biggest asset and how storytelling in design can help us instil a bit of everyday magic in the work we do, for our users, and for us.
Optimising Landing Pages Through Narrative Structure - Digital Growth Unleash...Anna Dahlström
Slides from my talk at Digital Growth Unleashed in London on the 17 October 2018.
ABSTRACT
In all good stories things happen for a reason. Every prop and character that is present, every line that is spoken and song that is played has a role to play in making the story come together. In this talk Anna takes us on a journey of what we can learn from traditional storytelling methods when it comes to optimising landing pages and how narrative structure is key in ensuring we're telling the right story to the right audience, at the right time.
https://digitalgrowthunleashed.co.uk/agenda/?rmid=session57101#s-session57101
Storytelling In Design - Conversion Hotel, Texel NL, 20 Nov 2016Anna Dahlström
Slides from my talk at Conversion Hotel on 20th November 2016 about how we can apply principles from traditional storytelling to our design process to help define and create better multi-device experiences.
http://conversionhotel.com/
Storytelling In A Multi Device Landscape - Amuse, Budapest 30 Oct 2015Anna Dahlström
Slides from my talk at the Amuse conference in Budapest 28 - 30 October 2015. http://amuseconf.com/ #amuseconf
ABSTRACT
As the number of devices we use are increasing, considering each device's role at different times, situations and context is becoming increasingly important. Our ability to control where a user is coming from and how they get around the experiences we design are becoming less and less. But the one we can still understand is what a user wants, and needs. In this talk I will look a the principles behind storytelling in design and how they can be translated onto a multi device landscape.
Storytelling In Design - Funkas Tillgänglighetsdagar, 12 Apr 2016Anna Dahlström
Slides from my talk at Funkas Tillgänglighetsdagar 12 April 2016
http://www.funka.com/vi-erbjuder/funkas-tillganglighetsdagar/
ABSTRACT
As the number of devices we use on a daily basis grows, considering each device's role at different times, situations and contexts is becoming increasingly important. Our ability to control where a user is coming from and how they get around the experiences we design is fading. Yet our need to ensure we understand where they are in their journey, so that we can deliver the right content and interactions at the right time, and on the right device, is ever more important. In this talk I will look a the principles behind storytelling in design and how they can be translated onto a multi device landscape to help ensure we create better multi-device experiences for our users and healthier bottom lines for our businesses.
Storytelling In Design - SXSW, 13 March 2017Anna Dahlström
Slides from my two talks at SXSW 2017 about my upcoming book 'Storytelling in design'.
http://schedule.sxsw.com/2017/events/PP65833
ABSTRACT
To every great story there's a bit of magic involved and so there is to experiences that just work and deliver the right content, interactions and notifications at the right time, and on the right device.
Drawing on tried and tested storytelling principles from film, fiction, and music and applying them to the context of UX design and business, in this talk Ms. Dahlstrom shares how we can instil a bit of magic in the work we do and hereby ensure that we create better multi-device experiences for our users and healthier bottom lines for our businesses.
How To Use Storytelling To Craft Experiences That Engage - IIeX EU, Amsterda...Anna Dahlström
The document discusses using storytelling to craft engaging experiences. It provides examples of how stories influence our beliefs and behaviors more than facts or arguments. The presentation outlines principles of storytelling like plot, characters, and setting to understand problems, deliver solutions, and present outputs. It emphasizes applying dramaturgy to visualize experiences and map customer journeys through different stages with touchpoints.
Using Storytelling To Craft Multi-device Experiences That Convert - CXL Live,...Anna Dahlström
This document discusses using storytelling techniques to design multi-device experiences that optimize conversion. It emphasizes understanding users' journeys through dramaturgy and defining characters, plots, and environments. By mapping the experience ecosystem and asking fundamental questions, designers can move from data-driven mechanics to architecting experiences grounded in users' needs and contexts. This approach facilitates clearer, more accurate understanding from the start of a project.
Storytelling In Design - DXN, Nottingham, 8 Feb 2017Anna Dahlström
Slides from my talk about Storytelling In Design at Design Exchange Nottingham on 8 Feb 2017.
http://dxnevent.com/
ABSTRACT
To every great story there's a bit of magic involved and so there is to experiences that just work and deliver the right content, interactions and nudges at the right time, and on/via the right device. Drawing on tried and tested storytelling principles from film, fiction, and music and applying them to the context of UX design, in this talk Anna shares how the increasingly complex world we’re designing for is our biggest asset and how storytelling in design can help us instil a bit of everyday magic in the work we do, for our users, and for us.
Optimising Landing Pages Through Narrative Structure - Digital Growth Unleash...Anna Dahlström
Slides from my talk at Digital Growth Unleashed in London on the 17 October 2018.
ABSTRACT
In all good stories things happen for a reason. Every prop and character that is present, every line that is spoken and song that is played has a role to play in making the story come together. In this talk Anna takes us on a journey of what we can learn from traditional storytelling methods when it comes to optimising landing pages and how narrative structure is key in ensuring we're telling the right story to the right audience, at the right time.
https://digitalgrowthunleashed.co.uk/agenda/?rmid=session57101#s-session57101
Storytelling In Design - Conversion Hotel, Texel NL, 20 Nov 2016Anna Dahlström
Slides from my talk at Conversion Hotel on 20th November 2016 about how we can apply principles from traditional storytelling to our design process to help define and create better multi-device experiences.
http://conversionhotel.com/
Storytelling In A Multi Device Landscape - Amuse, Budapest 30 Oct 2015Anna Dahlström
Slides from my talk at the Amuse conference in Budapest 28 - 30 October 2015. http://amuseconf.com/ #amuseconf
ABSTRACT
As the number of devices we use are increasing, considering each device's role at different times, situations and context is becoming increasingly important. Our ability to control where a user is coming from and how they get around the experiences we design are becoming less and less. But the one we can still understand is what a user wants, and needs. In this talk I will look a the principles behind storytelling in design and how they can be translated onto a multi device landscape.
Storytelling In Design - Funkas Tillgänglighetsdagar, 12 Apr 2016Anna Dahlström
Slides from my talk at Funkas Tillgänglighetsdagar 12 April 2016
http://www.funka.com/vi-erbjuder/funkas-tillganglighetsdagar/
ABSTRACT
As the number of devices we use on a daily basis grows, considering each device's role at different times, situations and contexts is becoming increasingly important. Our ability to control where a user is coming from and how they get around the experiences we design is fading. Yet our need to ensure we understand where they are in their journey, so that we can deliver the right content and interactions at the right time, and on the right device, is ever more important. In this talk I will look a the principles behind storytelling in design and how they can be translated onto a multi device landscape to help ensure we create better multi-device experiences for our users and healthier bottom lines for our businesses.
Designing around storytelling - Design + banter, 09 April 2014Anna Dahlström
1) Storytelling is a powerful tool that can be used in UX design to capture users' imaginations, create emotional connections, and motivate actions.
2) Effective stories have a clear structure including setup, confrontation and resolution, as well as elements of surprise.
3) By understanding users and crafting stories around their experiences and goals, designers can guide users through a product or service in a compelling way.
Designing Around Storytelling - Breaking Borders, Reading 18 August 2015Anna Dahlström
Slides from my talk at Breaking Borders on the 18 August. http://breakingborde.rs/past-events/engagement/
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.
Storytelling For Multi-device Design - Bulgaria Web Summit, 20 Feb 2016Anna Dahlström
Slides from my talk at The Bulgaria Web Summit on 20 Feb 2016
http://bulgariawebsummit.com/
ABSTRACT
As the number of devices we use on a daily basis grows, considering each device's role at different times, situations and contexts is becoming increasingly important. Our ability to control where a user is coming from and how they get around the experiences we design is fading. Yet our need to ensure we understand where they are in their journey, so that we can deliver the right content and interactions at the right time, and on the right device, is ever more important. In this talk Anna will look a the principles behind storytelling in design and how they can be translated onto a multi device landscape to help ensure we create better multi-device experiences for our users and healthier bottom lines for our businesses.
Beyond The Hamburger Menu - UX In The City Oxford, 21 Apr 2017Anna Dahlström
Slides from my talk Beyond the Hamburger Menu at UX In The City Oxford
http://uxinthecity.net/2017/oxford/sessions/index.php?session=109
ABSTRACT
From myths to trends and best practice, actual usage, engagement, design patterns and interactions - in this session, I will go through the insights behind the stats and take a look at the reality behind mobile and what really matters when designing for multiple devices.
Beyond The Hamburger Menu, UX Ireland, 10 Nov 2016Anna Dahlström
Slides from my talk at UX Ireland on 10 November 2016
http://uxireland.net/sessions/index.php?session=108
Abstract:
From myths to trends and best practice, actual usage, engagement, design patterns and interactions - in this session, I will go through the insights behinds the stats and take a look at the reality behind mobile and what really matters when designing for multiple devices.
What the numbers tell us - Dublin Web Summit, 18 Oct 2012Anna Dahlström
Numbers on their own don't tell us much but put into context they start develop a meaning and can help us make informed decisions, guide the design and development process as well as bring aspects to life that we otherwise wouldn’t be able to see. Using data and numbers we can create meaningful connections and something to relate to. But it can also help us build experiences that surprise and delight and go further towards achieving our objectives.
Designing around storytelling - UX Oxford, 23 April 2014Anna Dahlström
Slides from my talk at UX Oxford on 23 April
http://www.meetup.com/UX-Oxford/events/172543682/
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.
Best Practice For UX Deliverables - Eventhandler, London, 22 Oct 2013Anna Dahlström
TAKE THIS WORKSHOP ONLINE & GET 20% OFF WITH CODE 'SLIDESHARE'
https://school.uxfika.co/p/best-practice-for-ux-deliverables/?product_id=325265&coupon_code=SLIDESHARE
---
Slides from my 'Best practice for UX deliverables' workshop that I ran for Eventhandler in London on the 22nd of October.
http://www.eventhandler.co.uk/events/uxnightclass-uxdeliverables
---
Please note that for copyright reasons & client privacy the examples in this presentation are slightly different than from the workshop. The examples included are for reference only in terms of what I talked through in the 'Good examples' section.
-----
ABSTRACT
Whilst the work we do is not meant to be hanged on a wall for people to admire, nor is meant to be put in a drawer and forgotten about. Just as we make the products and services we design easy to use, the UX of UX is about communicating your thinking in a way that ensures that what you've defined is easy to understand for the reader. It's about adapting the work you do to the project in question and finding the right balance of making people want to look through your work whilst not spending unnecessary time on making it pretty.
Who is it for?
This workshop is suitable for anyone starting out in UX, or who's worked with it for a while but is looking to improve the way they present their work.
What you'll learn
In this hands on workshop we'll walk through real life examples of why the UX of UX deliverables matter. We'll cover how who the reader is effects the way we should present our work, both on paper and verbally, and how to ensure that the work you do adds value. Coming out of the workshop you'll have practical examples and hands on experience with:
// How to adapt and sell your UX deliverable to the reader (from clients, your team, in house and outsourced developers)
// Guiding principles for creating good UX deliverables (both low and high fidelity)
// Best practice for presentations, personas, user journeys, flows, sitemaps, wireframes and other documents
// Simple, low effort but big impact tools for improving the visual presentation of your UX deliverables
Your inner critic is an unconscious deterrent that stands between the seeds of great ideas and the fruits of achievement, keeping you stuck by telling you you’re just faking it, that others have more talent, that you’ll never achieve the success you seek. Let's discover how to anatomize this pernicious inner force, and then learn techniques to banish this critic so that you can have the mental space and energy to let your true talents emerge -- and help you be a badass with your work.
Don't Be a Digital Dinosaur: Design for the Space Between - Infocamp 2010 Ple...Samantha Starmer
The document discusses the need for experience designers to design holistic experiences that span both digital and physical channels, as well as multiple platforms. It notes that traditional boundaries are blurring as technology becomes ubiquitous and information can be accessed anywhere. The author advocates designing for the "space between" interactions by focusing on consistency of information and user journeys across channels to create a seamless overall experience. Experience design must look beyond individual websites or apps to consider all points of customer contact.
The Future of Design is Not Just the Web - Web Visions Workshop 2011Samantha Starmer
The document discusses designing cross-channel experiences. It begins by explaining that customers experience brands across multiple touchpoints and channels, both digital and physical. The key is to design experiences that are convenient, connected, consistent, contextual, and span across time.
The document then provides five principles and five methods for cross-channel design. The principles are to make experiences convenient, connected, consistent, contextual, and spanning across time. The methods are to think in terms of services, share design work across teams, start by observing customer behaviors, be comfortable with ambiguity, and focus on customer needs rather than specific solutions.
Finally, the document discusses various discovery and solution activities for cross-channel design, such as stakeholder interviews
The gap between physical and digital has blurred: we use Wiis to get in shape, computers to order a pizza, or our smartphone’s GPS to find hot dates. People want to interact with products and services when they want to and how they want to – and that’s not always on the web.
The future of design is everywhere the customer touches our product or service - digital or physical. User experience practitioners must move beyond the screen to designing a holistic customer experience that is seamless across channels and devices.
The document discusses how to incorporate user experience (UX) design principles into agile development processes. It recommends conducting quick user interviews to understand user needs, creating low-fidelity prototypes to test early with users, and iterating the prototypes based on user feedback to refine the design. Conducting rapid and frequent user testing is important to iteratively improve the design and ensure it meets user needs. Adopting an agile mindset of frequent collaboration, iteration and user feedback is key for meaningful UX work.
The document summarizes a presentation on cross-channel design given by Jess McMullin and Samantha Starmer. The presentation covered what cross-channel design is, why organizations should care about it, how to sell the need for it within an organization, using a case study and field research experience to discover touchpoints across channels, and various tools and methods for designing cross-channel solutions such as journey mapping, touchpoint matrices, and paper prototyping.
The Hunter Gatherer - Rob Toldeo - SearchLove Boston 2014Distilled
This document discusses why influencers dislike email pitches and provides suggestions for more effective outreach. The key points are:
1. Influencers enjoy discovering new things themselves and sharing exclusive finds with their audience. They want to feel like hunters tracking down the next big thing.
2. Effective outreach involves finding where influencers spend time online and creating content tailored for those communities. It also means getting exclusives by subtly pitching ideas to influencers early in the process.
3. Unconventional promotion like sending physical mail, staging smart PR stunts, or creating mysteries around new projects can grab influencers' attention better than emails. The goal is planting ideas for influencers to spread without taking
Amplify-U: Cultivating Career Confidence Through Banishing Your Inner Critic ...Denise Jacobs
The Inner Critic is the main source of our biggest blocks to perform at our best. Fortunately, there are simple and effective ways to banish the inner critic in order to do our best work as contributors, collaborators, and leaders.
First, you’ll discover the three mental power tools that you already possess to stop the inner critic in its tracks. Then you’ll learn methods for dealing with the fear of being judged and criticized, how to transform highly critical self-talk into that of approval and encouragement, and ways to feel like your ideas are good enough and stop committing “ideacide.”
By the end, you’ll have a roadmap of how to get unstuck, do your best work, and channel your creativity as a force for positive change in the world.
C3 2012 Inside Look, REI - Jordan LeBaronConductor
REI is an outdoor recreation retailer that faced challenges with changing landscapes, lack of visibility, and siloed teams. The plan to address these issues included telling REI's story with data, visualizations, and content like product information, expert advice, and infographics. The plan also focused on agile development with cross-functional teams, bias towards action, and iterative improvements. This approach resulted in a 96% increase and positions REI to continue with agile SEO, marketing, and content strategy development.
Inbound on a shoestring - Searchlove BostonWill Critchlow
This document discusses low-budget marketing strategies and tactics. It provides numerous examples of companies and organizations that were able to successfully market themselves and drive results with little to no money spent. Some of the key strategies mentioned include leveraging relationships, bartering or exchanging services, creating engaging content, finding unconventional partnerships, utilizing free online tools and communities, and thinking creatively about how to gain exposure and attention through stunts or humor. The overall message is that marketing does not require a large budget if you have the right strategies, skills, assets, or willingness to invest time and effort.
The document provides tips and best practices for public relations professionals regarding pitching to media, working with bloggers, conducting FAM trips, and giving out promotional items or "swag." Specific dos and don'ts are outlined for adjusting blogger outreach, making information easily accessible to writers, working with difficult writers, and planning FAM trips based on feedback from bloggers. Examples of good, bad, and useless swag items are also listed. The document concludes with a humorous anecdote from the speaker about losing his patience with a spamming marketing agency.
Service Design is gaining popularity in the United States as a better approach to defining and orchestrating service experiences. While having much in common with user experience, service design in practice requires new ways of thinking and new methods of making. It also requires embracing both the complexity of service experiences and the organizations that deliver them.
This workshop is designed to get more user experience practitioners familiar with some of the methods of service design. Our session will focus on several lo-fi making approaches–acting, sketching, storytelling, and blueprinting–that can be used to iteratively conceptualize new service experiences.
The session will be fast-paced and iterative. You'll learn concepts and approaches that only can prepare you to tackle service experience problems, but can easily be applied to any project involving multiple touchpoints or channels. You'll be thrown in the service design deep end, but the water's warm (I promise).
Designing around storytelling - Design + banter, 09 April 2014Anna Dahlström
1) Storytelling is a powerful tool that can be used in UX design to capture users' imaginations, create emotional connections, and motivate actions.
2) Effective stories have a clear structure including setup, confrontation and resolution, as well as elements of surprise.
3) By understanding users and crafting stories around their experiences and goals, designers can guide users through a product or service in a compelling way.
Designing Around Storytelling - Breaking Borders, Reading 18 August 2015Anna Dahlström
Slides from my talk at Breaking Borders on the 18 August. http://breakingborde.rs/past-events/engagement/
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.
Storytelling For Multi-device Design - Bulgaria Web Summit, 20 Feb 2016Anna Dahlström
Slides from my talk at The Bulgaria Web Summit on 20 Feb 2016
http://bulgariawebsummit.com/
ABSTRACT
As the number of devices we use on a daily basis grows, considering each device's role at different times, situations and contexts is becoming increasingly important. Our ability to control where a user is coming from and how they get around the experiences we design is fading. Yet our need to ensure we understand where they are in their journey, so that we can deliver the right content and interactions at the right time, and on the right device, is ever more important. In this talk Anna will look a the principles behind storytelling in design and how they can be translated onto a multi device landscape to help ensure we create better multi-device experiences for our users and healthier bottom lines for our businesses.
Beyond The Hamburger Menu - UX In The City Oxford, 21 Apr 2017Anna Dahlström
Slides from my talk Beyond the Hamburger Menu at UX In The City Oxford
http://uxinthecity.net/2017/oxford/sessions/index.php?session=109
ABSTRACT
From myths to trends and best practice, actual usage, engagement, design patterns and interactions - in this session, I will go through the insights behind the stats and take a look at the reality behind mobile and what really matters when designing for multiple devices.
Beyond The Hamburger Menu, UX Ireland, 10 Nov 2016Anna Dahlström
Slides from my talk at UX Ireland on 10 November 2016
http://uxireland.net/sessions/index.php?session=108
Abstract:
From myths to trends and best practice, actual usage, engagement, design patterns and interactions - in this session, I will go through the insights behinds the stats and take a look at the reality behind mobile and what really matters when designing for multiple devices.
What the numbers tell us - Dublin Web Summit, 18 Oct 2012Anna Dahlström
Numbers on their own don't tell us much but put into context they start develop a meaning and can help us make informed decisions, guide the design and development process as well as bring aspects to life that we otherwise wouldn’t be able to see. Using data and numbers we can create meaningful connections and something to relate to. But it can also help us build experiences that surprise and delight and go further towards achieving our objectives.
Designing around storytelling - UX Oxford, 23 April 2014Anna Dahlström
Slides from my talk at UX Oxford on 23 April
http://www.meetup.com/UX-Oxford/events/172543682/
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.
Best Practice For UX Deliverables - Eventhandler, London, 22 Oct 2013Anna Dahlström
TAKE THIS WORKSHOP ONLINE & GET 20% OFF WITH CODE 'SLIDESHARE'
https://school.uxfika.co/p/best-practice-for-ux-deliverables/?product_id=325265&coupon_code=SLIDESHARE
---
Slides from my 'Best practice for UX deliverables' workshop that I ran for Eventhandler in London on the 22nd of October.
http://www.eventhandler.co.uk/events/uxnightclass-uxdeliverables
---
Please note that for copyright reasons & client privacy the examples in this presentation are slightly different than from the workshop. The examples included are for reference only in terms of what I talked through in the 'Good examples' section.
-----
ABSTRACT
Whilst the work we do is not meant to be hanged on a wall for people to admire, nor is meant to be put in a drawer and forgotten about. Just as we make the products and services we design easy to use, the UX of UX is about communicating your thinking in a way that ensures that what you've defined is easy to understand for the reader. It's about adapting the work you do to the project in question and finding the right balance of making people want to look through your work whilst not spending unnecessary time on making it pretty.
Who is it for?
This workshop is suitable for anyone starting out in UX, or who's worked with it for a while but is looking to improve the way they present their work.
What you'll learn
In this hands on workshop we'll walk through real life examples of why the UX of UX deliverables matter. We'll cover how who the reader is effects the way we should present our work, both on paper and verbally, and how to ensure that the work you do adds value. Coming out of the workshop you'll have practical examples and hands on experience with:
// How to adapt and sell your UX deliverable to the reader (from clients, your team, in house and outsourced developers)
// Guiding principles for creating good UX deliverables (both low and high fidelity)
// Best practice for presentations, personas, user journeys, flows, sitemaps, wireframes and other documents
// Simple, low effort but big impact tools for improving the visual presentation of your UX deliverables
Your inner critic is an unconscious deterrent that stands between the seeds of great ideas and the fruits of achievement, keeping you stuck by telling you you’re just faking it, that others have more talent, that you’ll never achieve the success you seek. Let's discover how to anatomize this pernicious inner force, and then learn techniques to banish this critic so that you can have the mental space and energy to let your true talents emerge -- and help you be a badass with your work.
Don't Be a Digital Dinosaur: Design for the Space Between - Infocamp 2010 Ple...Samantha Starmer
The document discusses the need for experience designers to design holistic experiences that span both digital and physical channels, as well as multiple platforms. It notes that traditional boundaries are blurring as technology becomes ubiquitous and information can be accessed anywhere. The author advocates designing for the "space between" interactions by focusing on consistency of information and user journeys across channels to create a seamless overall experience. Experience design must look beyond individual websites or apps to consider all points of customer contact.
The Future of Design is Not Just the Web - Web Visions Workshop 2011Samantha Starmer
The document discusses designing cross-channel experiences. It begins by explaining that customers experience brands across multiple touchpoints and channels, both digital and physical. The key is to design experiences that are convenient, connected, consistent, contextual, and span across time.
The document then provides five principles and five methods for cross-channel design. The principles are to make experiences convenient, connected, consistent, contextual, and spanning across time. The methods are to think in terms of services, share design work across teams, start by observing customer behaviors, be comfortable with ambiguity, and focus on customer needs rather than specific solutions.
Finally, the document discusses various discovery and solution activities for cross-channel design, such as stakeholder interviews
The gap between physical and digital has blurred: we use Wiis to get in shape, computers to order a pizza, or our smartphone’s GPS to find hot dates. People want to interact with products and services when they want to and how they want to – and that’s not always on the web.
The future of design is everywhere the customer touches our product or service - digital or physical. User experience practitioners must move beyond the screen to designing a holistic customer experience that is seamless across channels and devices.
The document discusses how to incorporate user experience (UX) design principles into agile development processes. It recommends conducting quick user interviews to understand user needs, creating low-fidelity prototypes to test early with users, and iterating the prototypes based on user feedback to refine the design. Conducting rapid and frequent user testing is important to iteratively improve the design and ensure it meets user needs. Adopting an agile mindset of frequent collaboration, iteration and user feedback is key for meaningful UX work.
The document summarizes a presentation on cross-channel design given by Jess McMullin and Samantha Starmer. The presentation covered what cross-channel design is, why organizations should care about it, how to sell the need for it within an organization, using a case study and field research experience to discover touchpoints across channels, and various tools and methods for designing cross-channel solutions such as journey mapping, touchpoint matrices, and paper prototyping.
The Hunter Gatherer - Rob Toldeo - SearchLove Boston 2014Distilled
This document discusses why influencers dislike email pitches and provides suggestions for more effective outreach. The key points are:
1. Influencers enjoy discovering new things themselves and sharing exclusive finds with their audience. They want to feel like hunters tracking down the next big thing.
2. Effective outreach involves finding where influencers spend time online and creating content tailored for those communities. It also means getting exclusives by subtly pitching ideas to influencers early in the process.
3. Unconventional promotion like sending physical mail, staging smart PR stunts, or creating mysteries around new projects can grab influencers' attention better than emails. The goal is planting ideas for influencers to spread without taking
Amplify-U: Cultivating Career Confidence Through Banishing Your Inner Critic ...Denise Jacobs
The Inner Critic is the main source of our biggest blocks to perform at our best. Fortunately, there are simple and effective ways to banish the inner critic in order to do our best work as contributors, collaborators, and leaders.
First, you’ll discover the three mental power tools that you already possess to stop the inner critic in its tracks. Then you’ll learn methods for dealing with the fear of being judged and criticized, how to transform highly critical self-talk into that of approval and encouragement, and ways to feel like your ideas are good enough and stop committing “ideacide.”
By the end, you’ll have a roadmap of how to get unstuck, do your best work, and channel your creativity as a force for positive change in the world.
C3 2012 Inside Look, REI - Jordan LeBaronConductor
REI is an outdoor recreation retailer that faced challenges with changing landscapes, lack of visibility, and siloed teams. The plan to address these issues included telling REI's story with data, visualizations, and content like product information, expert advice, and infographics. The plan also focused on agile development with cross-functional teams, bias towards action, and iterative improvements. This approach resulted in a 96% increase and positions REI to continue with agile SEO, marketing, and content strategy development.
Inbound on a shoestring - Searchlove BostonWill Critchlow
This document discusses low-budget marketing strategies and tactics. It provides numerous examples of companies and organizations that were able to successfully market themselves and drive results with little to no money spent. Some of the key strategies mentioned include leveraging relationships, bartering or exchanging services, creating engaging content, finding unconventional partnerships, utilizing free online tools and communities, and thinking creatively about how to gain exposure and attention through stunts or humor. The overall message is that marketing does not require a large budget if you have the right strategies, skills, assets, or willingness to invest time and effort.
The document provides tips and best practices for public relations professionals regarding pitching to media, working with bloggers, conducting FAM trips, and giving out promotional items or "swag." Specific dos and don'ts are outlined for adjusting blogger outreach, making information easily accessible to writers, working with difficult writers, and planning FAM trips based on feedback from bloggers. Examples of good, bad, and useless swag items are also listed. The document concludes with a humorous anecdote from the speaker about losing his patience with a spamming marketing agency.
Service Design is gaining popularity in the United States as a better approach to defining and orchestrating service experiences. While having much in common with user experience, service design in practice requires new ways of thinking and new methods of making. It also requires embracing both the complexity of service experiences and the organizations that deliver them.
This workshop is designed to get more user experience practitioners familiar with some of the methods of service design. Our session will focus on several lo-fi making approaches–acting, sketching, storytelling, and blueprinting–that can be used to iteratively conceptualize new service experiences.
The session will be fast-paced and iterative. You'll learn concepts and approaches that only can prepare you to tackle service experience problems, but can easily be applied to any project involving multiple touchpoints or channels. You'll be thrown in the service design deep end, but the water's warm (I promise).
The document discusses service design and experience mapping. It provides an example of an experience map created for Rail Europe to map out a customer's experience in planning, booking, traveling and returning from a rail trip in Europe. The experience map charts the customer's process, touchpoints, feelings and thoughts throughout the different stages. It then identifies opportunities to improve the customer experience and provides recommendations around communicating value, improving the booking and ticket experience, supporting customers through changes, and enabling ongoing planning.
This document discusses best practices for mobile-first user experience (UX) and content strategy. It recommends designing for mobile first to take advantage of greater opportunities, better focus on mobile needs, and potential for more innovation. Key aspects covered include understanding the audience, defining experience principles through mapping the user journey, planning adaptive content that can be reused across devices, and wireframing designs based on user needs and content requirements.
This document outlines the key lessons learned from the speaker's service design journey over many years. The five main points are:
1) Service design requires balancing the experiences of customers, staff, and the business.
2) Service design problems often have no single right solution, so ambiguity is normal.
3) Storytelling is a key tool in service design to illustrate experiences.
4) Great ideas are not enough - successful service design requires executing and sustaining ideas over time.
5) Service design requires bringing together diverse stakeholders like customers, designers, and the business to work as a team.
5 Things I Wish I Knew – A Service Design JourneyJamin Hegeman
The document discusses the key lessons learned from the speaker's journey in service design over many years. The five main lessons are: 1) Service design needs to consider the experiences of both customers and employees; 2) There is ambiguity in service design and you won't always know what you're doing; 3) Storytelling is important for conveying service experiences; 4) Ideas are not as important as executing and sustaining ideas over time; 5) Service design requires collaboration between different stakeholders.
Donn DeBoard Rail Europe Chris Risdon STC Summit May 2013ddeboard
Chris Risdon (Adaptive Path)'s finished map of Rail Europe illustrates the solution for my session attendees. This map offers an opportunity to review key points from my presentation.
From the UX Week description:
Have you ever wanted to make an orchestrated, integrated, cross-product, multi-channel, location-sensitive, smart commerce, service designed product ecosystem for the masses? Yes?! Then this workshop is for you! Except that in this workshop, we will throw out the buzz words and provide a sensible framework for bringing products and services into both the glory and the minutia of people’s everyday lives. We will focus on the power and peril of a touchpoint. Just because you can touch someone, does that mean you should? We will explore how you can ensure that every occasion where your organization touches or connects with a person’s life is appropriate, relevant, meaningful, and endearing.
Workshop Presenters:
Chris Risdon, Paula Wellings & Todd Wilkens
Have you ever wanted to make an orchestrated, integrated, cross-product, multi-channel, location-sensitive, smart commerce, service designed product ecosystem for the masses? Yes?!
This workshop throws out the buzz words and provides a sensible framework for bringing products and services into both the glory and the minutia of people’s everyday lives. Focus on the power and peril of a touchpoint. Just because you can touch someone, does that mean you should? We explore how you can ensure that every occasion where your organization touches or connects with a person’s life is appropriate, relevant, meaningful, and endearing.
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Qu...Adaptive Path
The document outlines an agenda for mapping experiences and orchestrating touchpoints. It discusses experience mapping principles and provides an overview of the following topics:
1. What is experience mapping - Guiding principles for understanding customer experiences across interactions.
2. Gathering insights - The key inputs and research needed to understand experiences.
3. Mapping framework - A methodology for mapping human experiences across different situations.
4. Visualizing maps - Storytelling and visualization techniques to communicate insights and drive action.
5. Applying maps - Tips for using experience maps to create seamless customer experiences.
IA Summit 2012: Mapping the ExperienceChris Risdon
1. The document describes an experience map for Rail Europe that was created through qualitative research including stakeholder interviews and a customer experience survey.
2. The experience map outlines the customer journey with Rail Europe across multiple stages from research and planning, to shopping, booking, post-booking, travel, and post-travel. It maps touchpoints, feelings, thoughts, and actions at each stage.
3. The map provides insights and opportunities to improve the customer experience across the journey, such as helping customers get help when needed, supporting independent trip planning, and improving the paper ticket experience.
Midwest UX '12: Mapping the ExperienceChris Risdon
As services become more interconnected across channels and devices—and more importantly across time and space—it’s becoming increasingly important to find ways to gain insight about customers’ interactions with your service.
Experience maps offer a framework for mapping human experiences across multiple situations and interactions, helping to ensure that every occasion where your organization touches or connects with a person’s life is appropriate, relevant, meaningful, and endearing.
In this presentation I talk about orchestrating touchpoints and their channels through experience maps. I review an experience mapping framework that includes key components and how they’re used for designing for a multi-touchpoint experience. The presentation discusses the activities that feed the map so that it tells a tangible story, the key elements make up a useful and actionable map, and how to then define the characteristics of your mapped touchpoints. Experience maps are intended to be catalysts, not conclusions.
The document discusses customer journey mapping and provides an example of a customer journey map for Rail Europe. It begins with an overview of customer journey mapping, explaining that it describes how a service is experienced through different touchpoints. It then provides a sample customer journey map for Rail Europe, mapping out the stages a customer goes through from research and planning to post-travel and highlighting feelings, thoughts, and actions at each stage. The document concludes by providing guidance on how to successfully conduct customer journey mapping through principles like using evidence from qualitative research and ensuring collaboration from all stakeholders.
Designing for Multi-touchpoint ExperiencesJamin Hegeman
Want to help your team and stakeholders develop a mindset for designing and delivering multi-touchpoint service experiences before getting caught up in constraints and requirements? Could you use a fun, experience-driven method to level the playing field and get multidisciplinary teams working together to generate ideas?
During the first part of this service experience workshop, we’ll use an acting method called ‘service storming’ to rapidly generate ideas for a service concept across multiple touchpoints. This simple, but powerful tool will help teams cover a wide range of experiences in a short time period.
After acting out some service experiences, we’ll focus on making them operational. For this, we will turn to the service blueprint, a service design tool that helps you capture experience across time and touchpoints in a way that many teams and stakeholders can understand and design from.
Together, these tools will help you and your teams develop a service mindset, work better across disciplines, and move from ideation to execution of multi-touchpoint service experiences.
What you’ll get in this workshop:
A great team building exercise that gets people thinking outside of the box, screen, or whatever constrains them
An introduction to service storming, a great ideation method that using acting as a way to generate and communication service concepts
An introduction to service blueprints, an operational tool used to visualize the touchpoints and backend systems needed to realize service experiences
UX Research - The Most Powerful Tool in Your KitMary Wharmby
Even a small amount of design research has the power to transform your project and lay a foundation for success. This quick primer will give you the tools and understanding needed to get started today.
Was ist Gamification, wie funktioniert es und wie kann ein Unternehmen davon profitieren, das erklärt Peter Zwyssig, Geschäftsführer von foryouandyourcustomer Zürich, in seiner Präsentation. Für den Multichannel-Berater liefert das Thema des Tages einen wertvollen Beitrag im Umgang mit Kunden, Mitarbeitenden, Partner etc., dessen Einsatz jedes Unternehmen prüfen sollte.
Employee surveys often fail because they take a top-down approach, provide no follow up to employees, and are too long and boring. They can be biased with leading questions and irrelevant questions, and rarely consider what questions employees actually want to answer. Instead of surveys, companies should have conversations with employees to understand their needs, agree on ways to improve, and then take action to build trust and better serve employees.
Slides for my UX1 class at Seattle School of Visual Concepts.This week is all about looking at the problem space from 1000 feet up. Starting with the big picture makes it much easier to create a user experience that hangs together and make sense. Concepts covered: personas, design narratives, scenarios, user journey maps, user flows, storyboarding, sketchboarding
Similar a Using Storytelling to Create Experiences that Convert - Conversion Elite, London 06 Jun 2018 (20)
Slides from my talk at Generate London on the 23 September 2016 http://www.generateconf.com/london-2016 #generateconf
ABSTRACT
There was a time when we did glossy page designs and those designs were pretty much what we saw in our desktop browsers. With the rise of smartphones, tablets and smartwatches, there isn’t one view of our designs any more.
With further developments in technology and screens, our content could go anywhere. As a result we need to move away from designing for specific devices to solutions that are device-agnostic. For UX designers that means means letting content guide layouts, and moving away from designing pages to focusing on the modules that those views are made up of.
In this talk Anna will walk through why device-agnostic design matters, what it means and how we go about it.
Responsivt - Inte bara för mobilen + Webbdagarna Växjö, 04 Dec 2014Anna Dahlström
Slides from my talk at Webbdagarna Växjö on the 4 December 2014.
http://www.webbdagarna.se/vaxjo-2014/program
Video (in Swedish): http://internetworld.idg.se/2.1006/1.600683/responsivt---inte-bara-for-mobilen
Abstract:
Responsiv design ses av många som ett sätt att anpassa sina sajter till att användare surfar på mobilen eller surfplattan. Men responsivt är mycket mer än så. Det är ett sätt att framtidssäkra sina digitala tjänster för en framtid med nya enheter av alla olika storlekar.
Beyond the hamburger menu - Digital Doughnut, London 25 Nov 2014Anna Dahlström
The document discusses designing experiences for multiple devices. It notes that people use different devices throughout the day, switching between them, so experiences need to be consistent across platforms. It also highlights that mobile experiences now drive a large portion of online activity and commerce. Designing for the capabilities of each device, rather than just focusing on mobile, is important to provide the best user experience on all platforms.
Human: Thank you, that is a concise 3 sentence summary that captures the key points of the document.
Device Agnostic Design - UCD2014, London 25 Oct 2014Anna Dahlström
Slides from my Device Agnostic Design talk at UCD London
http://2014.ucduk.org/session/device-agnostic-design-how-to-get-your-content-to-go-anywhere/
ABSTRACT:
There was a time when we did glossy page designs and when those designs were pretty much what we saw in our desktop browsers. With the introduction and rise of smartphones, tablets, phablets there isn’t one view of our designs anymore.
Instead, what we create needs to be able to adapt in a way that is suitable for the device as well as where and how it’s being used.
With responsive design we’ve learnt the basics of how to adapt content, interactions and layouts so that it works across devices. But with further developments in technology and screens, our content is going to go anywhere. As a result we need to move away from designing for specific devices to solutions that are device agnostic. For us as UX designers this means means letting content rather than devices guide layouts, and also increasingly moving away from designing and wireframing pages to focusing on the modules that those views are made up of. But there are other aspects to consider in device agnostic design.
In this talk I walk through why device agnostic design matters, what it means and how we go about it.
Beyond The Hamburger Menu - MOBX, 13 Sep 2014Anna Dahlström
The document discusses designing experiences for multiple devices. It notes that users now own and switch between multiple devices throughout the day, from phones to tablets to wearables. As such, designers must consider how to provide equal, continuous experiences across different platforms and prioritize building modular content that can be adapted for any device or input method. Navigation and usability must work seamlessly regardless of device.
Slides from my talk at Cambridge Usability Group on the 12th of May 2014
http://www.eventbrite.co.uk/e/designing-better-ux-deliverables-tickets-11542298325
Needing to produce some kind of deliverables throughout a project is inevitable: it might be user research reports to inform senior stakeholder; usability test results to communicate to developers; sketches and wireframes to pass on to web designers.
Just as we make the products and services we design easy to use, the UX of UX is about communicating your thinking in a way that ensures that what you've defined is easy to understand for the reader. It's about adapting the work you do to the project in question and finding the right balance of making people want to look through your work whilst not spending unnecessary time on making it pretty.
Best Practice For UX Deliverables - Eventhandler, London, 05 March 2014Anna Dahlström
The document discusses best practices for UX deliverables. It emphasizes that UX deliverables should be adapted to the intended audience and add value. Deliverables should have a clear narrative and tell a story. Creating visually engaging deliverables that keep the audience's attention is important, especially when presenting to clients who may not have a background in UX. The document also stresses that UX is about collaboration between different roles and that effective deliverables facilitate common understanding between teams.
Selling UCD - how to get buy-in & measure the value - Eventhandler, London 26...Anna Dahlström
This document provides an overview of measuring the value and success of user experience design (UXD). It discusses the importance of measuring UXD work and outlines some common metrics used, including conversion rates, average revenue per user, support costs, user performance, and net promoter score. The document emphasizes that measuring UXD is not an exact science but provides a framework for developing a UX metrics plan by defining criteria, methods, and tools. It also notes that metrics can be captured at different stages of a project from the start of design through ongoing use. The overall message is that measurement allows UXD work to be managed and validated, demonstrating its value to stakeholders.
Designing Around Storytelling - Digital Pond, London 06 Feb 2014Anna Dahlström
Slides from my talk around storytelling in design at the Digital Pond meet up on 06 Feb 2014
http://www.meetup.com/The-Digital-Pond/events/159211742/
Stories have played an important part in our societies and development through history. In the last few years it's gained attention as a tool for and important aspect in communication, and rightfully so. But it's also an integral part of the design process and at the Digital Pond I talked about why as well as how we can use it, from the start, during definition and development as well as going forwards.
Three part series: Designing for multiple devices - GA, London, 20 Jan 2014Anna Dahlström
Slides from my three-part series Designing for Multiple Devices class run on the 20th of January with General Assembly in London.
The rise in mobiles and tablets have not only changed the way we consume and interact with content, but also the way we design and what we base our design approach on.
This series of classes will cover how user expectations as well as behaviour and consumption patterns have shifted—and what that means for designing products that will be used on multiple devices. Coming out of these classes, you'll be equipped with the essential principles and tools to tackle the multiple device jungle.
Three part series: Designing for multiple devices - GA, London, 26 Nov 2013Anna Dahlström
Slides from my three-part series Designing for Multiple Devices class run in one evening on the 26th of November with General Assembly in London.
https://generalassemb.ly/education/designing-for-multiple-devices-3-part-series
The rise in mobiles and tablets have not only changed the way we consume and interact with content, but also the way we design and what we base our design approach on.
This series of classes will cover how user expectations as well as behaviour and consumption patterns have shifted—and what that means for designing products that will be used on multiple devices. Coming out of these classes, you'll be equipped with the essential principles and tools to tackle the multiple device jungle.
Designing Around Storytelling - UCD2013, London 08 Oct 2013Anna Dahlström
Slides from my talk around storytelling in design at the UCD 2013 Conference in London http://2013.ucduk.org.
Stories have played an important part in our societies and development through history. In the last few years it's gained attention as a tool for and important aspect in communication, and rightfully so. But it's also an integral part of the design process and at UCD 2013 I talked about why as well as how we can use it, from the start, during definition and development as well as going forwards.
Discovering the Best Indian Architects A Spotlight on Design Forum Internatio...Designforuminternational
India’s architectural landscape is a vibrant tapestry that weaves together the country's rich cultural heritage and its modern aspirations. From majestic historical structures to cutting-edge contemporary designs, the work of Indian architects is celebrated worldwide. Among the many firms shaping this dynamic field, Design Forum International stands out as a leader in innovative and sustainable architecture. This blog explores some of the best Indian architects, highlighting their contributions and showcasing the most famous architects in India.
Explore the essential graphic design tools and software that can elevate your creative projects. Discover industry favorites and innovative solutions for stunning design results.
Practical eLearning Makeovers for EveryoneBianca Woods
Welcome to Practical eLearning Makeovers for Everyone. In this presentation, we’ll take a look at a bunch of easy-to-use visual design tips and tricks. And we’ll do this by using them to spruce up some eLearning screens that are in dire need of a new look.
International Upcycling Research Network advisory board meeting 4Kyungeun Sung
Slides used for the International Upcycling Research Network advisory board 4 (last one). The project is based at De Montfort University in Leicester, UK, and funded by the Arts and Humanities Research Council.
Best Digital Marketing Strategy Build Your Online Presence 2024.pptxpavankumarpayexelsol
This presentation provides a comprehensive guide to the best digital marketing strategies for 2024, focusing on enhancing your online presence. Key topics include understanding and targeting your audience, building a user-friendly and mobile-responsive website, leveraging the power of social media platforms, optimizing content for search engines, and using email marketing to foster direct engagement. By adopting these strategies, you can increase brand visibility, drive traffic, generate leads, and ultimately boost sales, ensuring your business thrives in the competitive digital landscape.
2. “ We are as a species addicted to stories. ”
- The Storytelling Animal by Jonathan Gottschall
www.flickr.com/photos/namkeng/3209117837 @annadahlstrom
6. Stories have the ability to motivate,
change & create connections
https://www.flickr.com/photos/kwl/4116389731/ @annadahlstrom
7. 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
@annadahlstrom
20. 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
@annadahlstrom
22. Post..PurchaseConsiderationAwareness
The structure of a typical purchase journey
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
@annadahlstrom
25. Post..PurchaseConsiderationAwareness
Map out the experience
Setup ResolutionConfrontation
PLOT POINT ONE PLOT POINT TWO
Act three Act one Act two
HygieneFeelgoodDelight
Looks
it up
Reads a
review
Compares
it to similar
products
Does more
research
Pays for
it
Decides
to buy
Hears
about it
Receives
it
inciting
incident
mid
point
climax
PLOT POINT ONE
PLOT POINT TWO
26. The plot Use dramaturgy to help understand, define &
visualise the plot of the experience
@annadahlstrom
Understand
how things are
Deliver
how it should be
Analyse
what, why, who, when
33. But it’s also
about this…
Browse
Research
Buy & Pay
Get notified
✓ ✓ ✓
✓ ✓ ✓
✓ ✓ ✓
✓ ✓
✓
@annadahlstrom
34. Commute
Sequential usage
Morning Work
Simultaneous usage
+
Multi-tasking
+
Extending
+
Complementing
“ 90% of users start a task on one device and then complete it on another. ”
- Source: Google
@annadahlstrom
35. ..and about
these
Screenshot from http://internetofthingsagenda.techtarget.com/definition/smart-home-or-building @annadahlstrom
39. MORE PERSONAS ON https://uk.pinterest.com/uxfika/personas/ @annadahlstrom
40. The characters Identify & define all the different actors that play a role in the
experience & what role they play when & where
@annadahlstrom
Understand
who plays a role
Deliver
to their specific needs
Analyse
for each stage
50. STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
People choose rail travel because it is
convenient, easy, and flexible.
Rail booking is only one part of people’s larger
travel process.
People build their travel plans over time. People value service that is respectful, effective
and personable.
EXPERIENCE
Rail Europe Experience Map
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets
arrive in mail
• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is
so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country
and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in
the middle of the night.
• Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
• Excited to share my vacation story with
my friends.
• A bit annoyed to be dealing with ticket refund
issues when I just got home.
View
maps
Arrange
travel
Blogs &
Travel sites
Plan with
interactive map
Review fares
Select pass(es)
Enter trips Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Destination
pages
May call if
difficulties
occur
E-ticket Print
at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for
questions
Activities, unexpected changes
Change
plans
Check ticket
status
Print e-tickets
at home
web/
apps
Look up
timetables
Plan/
confirm
activities
Web
Share
photos
Share
experience
(reviews)
Request
refunds
Follow-up on refunds for booking changes
Share experience
Buy additional
tickets
Look up
time tables
Opportunities
Guiding Principles
Customer Journey
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
Communicate a clear value
proposition.
STAGE: Initial visit
Connect planning, shopping and
booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,
more savvy travelers.
STAGES: Global
Proactively help people deal
with change.
STAGES: Post-Booking, Traveling
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with
explicit purposes.
STAGES: Global
Communicate status clearly at
all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregate shipping with a
reasonable timeline.
STAGE: Booking
Help people get the help they
need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets
for refund
Get stamp
for refund
The need to map
is greater than ever before
Source: http://adaptivepath.org/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf @annadahlstrom
53. STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
People choose rail travel because it is
convenient, easy, and flexible.
Rail booking is only one part of people’s larger
travel process.
People build their travel plans over time. People value service that is respectful, effective
and personable.
EXPERIENCE
Rail Europe Experience Map
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets
arrive in mail
• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is
so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country
and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in
the middle of the night.
• Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
• Excited to share my vacation story with
my friends.
• A bit annoyed to be dealing with ticket refund
issues when I just got home.
View
maps
Arrange
travel
Blogs &
Travel sites
Plan with
interactive map
Review fares
Select pass(es)
Enter trips Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Destination
pages
May call if
difficulties
occur
E-ticket Print
at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for
questions
Activities, unexpected changes
Change
plans
Check ticket
status
Print e-tickets
at home
web/
apps
Look up
timetables
Plan/
confirm
activities
Web
Share
photos
Share
experience
(reviews)
Request
refunds
Follow-up on refunds for booking changes
Share experience
Buy additional
tickets
Look up
time tables
Opportunities
Guiding Principles
Customer Journey
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
Communicate a clear value
proposition.
STAGE: Initial visit
Connect planning, shopping and
booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,
more savvy travelers.
STAGES: Global
Proactively help people deal
with change.
STAGES: Post-Booking, Traveling
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with
explicit purposes.
STAGES: Global
Communicate status clearly at
all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregate shipping with a
reasonable timeline.
STAGE: Booking
Help people get the help they
need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets
for refund
Get stamp
for refund
Think of the set
as this part
Source: http://adaptivepath.org/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf @annadahlstrom
55. Thank you to Krisztina Szerovay for the image https://uxknowledgebase.com/emotional-design-381f9bb03625 @annadahlstrom
56. Analyse the emotional aspect
Which one do they respond to the most?
What’s the user’s attitude to them?
How can we tailor the messaging?
What emotional response do they evoke?
How do they connect emotionally?
@annadahlstrom
Define the eco system
What’s the role for each?
Are they owned, earned or paid?
What’s the messaging for each?
Where do they drive to?
How are they connected?
+
+
+
+
+
57. Post..PurchaseConsiderationAwareness
Setup ResolutionConfrontation
PLOT POINT ONE PLOT POINT TWO
Act three Act one Act two
HygieneFeelgoodDelight
Looks
it up
Reads a
review
Compares
it to similar
products
Does more
research
Pays for
it
Decides
to buy
Hears
about it
Receives
it
inciting
incident
mid
point
climax
PLOT POINT ONE
PLOT POINT TWO
High
Medium
Low
58. www.flickr.com/photos/g-ratphotos/3404474275
“ It is vital for the narrative to progress relentlessly and rapidly, and for
what happens to flow fluidly and form a cohesive whole, so that the parts
(scenes, sequences and acts) and the whole (story) are united as one. ”
- Writers Store
@annadahlstrom
59. STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
People choose rail travel because it is
convenient, easy, and flexible.
Rail booking is only one part of people’s larger
travel process.
People build their travel plans over time. People value service that is respectful, effective
and personable.
EXPERIENCE
Rail Europe Experience Map
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets
arrive in mail
• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is
so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country
and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in
the middle of the night.
• Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
• Excited to share my vacation story with
my friends.
• A bit annoyed to be dealing with ticket refund
issues when I just got home.
View
maps
Arrange
travel
Blogs &
Travel sites
Plan with
interactive map
Review fares
Select pass(es)
Enter trips Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Destination
pages
May call if
difficulties
occur
E-ticket Print
at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for
questions
Activities, unexpected changes
Change
plans
Check ticket
status
Print e-tickets
at home
web/
apps
Look up
timetables
Plan/
confirm
activities
Web
Share
photos
Share
experience
(reviews)
Request
refunds
Follow-up on refunds for booking changes
Share experience
Buy additional
tickets
Look up
time tables
Opportunities
Guiding Principles
Customer Journey
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
Communicate a clear value
proposition.
STAGE: Initial visit
Connect planning, shopping and
booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,
more savvy travelers.
STAGES: Global
Proactively help people deal
with change.
STAGES: Post-Booking, Traveling
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with
explicit purposes.
STAGES: Global
Communicate status clearly at
all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregate shipping with a
reasonable timeline.
STAGE: Booking
Help people get the help they
need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets
for refund
Get stamp
for refund
Adapt the rest to capture
that which helps your project
Source: http://adaptivepath.org/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf @annadahlstrom
60. The decor Map, define and design the environment in which
the experience takes place
@annadahlstrom
Understand
how it fits together
Deliver
a narrated experience
Analyse
each element
61. The plot. Use dramaturgy to help understand, define
& visualise the plot of the experience.
The characters. Identify & define all the different
actors that play a role in the experience & what role
they play when & where.
The decor. Map, define & design the environment in
which the experience takes place.
@annadahlstrom
63. 1.
Data tells us everything & nothing
@annadahlstrom
64. There’s a big difference
between these two
https://www.flickr.com/photos/antmcneill/7824200774 http://www.boredpanda.com/funny-fake-book-covers-nyc-subway-prank-scott-rogowsky/
65. 2.
There is always a backstory &
a desired outcome to every user’s journey
@annadahlstrom
66. Yay!
Not bad for such short notice.
Maybe I can go home
for Midsummer after all.
80. “ 64% of women who shop
for apparell on their
smartphone agree that seeing
images of products in context
positievly influences their
purchase decision. ”
- Source: Think with Google
ASOS H&M
@annadahlstrom
81. “ 64% of women who shop
for apparell on their
smartphone agree that seeing
images of products in context
positievly influences their
purchase decision. ”
- Source: Think with Google
ASOS H&M
@annadahlstrom
82. 3.
There is a story to everything.
You just have to tell it.
@annadahlstrom
83. Image via Shutterstock
“ The whole of a story is that
which have a beginning, a middle
and an end ”
- Aristotle
@annadahlstrom