storytelling strengthens teams

F i n d t h e S T O R I E S t o D R I V E t h e S O L U T I O N .

Storytelling Strengthens Teams

December 1, 2016

A Brief Story of Jason Grant

Student Architect DigitalStrategyandExperiences

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Continue To Another Generation

Who, What, Where, When, How, Why

PersonasUser(s)

Stakeholder(s)

All dayFrequency BasisFor a Transaction

Specific Need

At DeskOn the road

While commutingIn a plane, on a train

Native AppWeb App

Hybrid AppAI

Chatbot…

ScenariosJourney MapTouchpointsUse Cases

FlowsPrototypes

DOYOU

KNOWWHY?

Why:

Empathic Design or User-Centered Design

“ [Empathy is] the capacity to (a) be affected by and share the emotional state of another, (b) assess the reasons for the other’s state, and (c) identify with the other, adopting his or her perspective.”

- Frans de Waal

Best way to expose everyone

to WHY is with Storytelling

For over 27,000 years, since the first cave paintings were discovered, telling stories has been one of our most fundamental communication methods.

http://www.nytimes.com/2016/04/29/science/this-is-your-brain-on-podcasts.htmlhttp://www.nature.com/articles/nature17637.epdf

“The brains of the person telling a story and listening to it can synchronize”

Uri Hasson - Princeton

Stories are up to 22 times more memorablethan facts, especially if facts can be weaved inthe story.

If you don’t reinforce you end up with the Forgetting Curve:Back in 1885, Herman Ebbinghaus, a German psychologist, hypothesized and tested a theory on memory retention.

Ebbinghaus asserted that the optimal timing for the first repetition is within twenty-four hours of the initial training. Timing plays a critical role in memory retention.

https://en.wikipedia.org/wiki/Hermann_Ebbinghaus

Stories have always been part of user experience design as personas, flow

charts, user stories, task mapping, journey map, scenarios, storyboards,

and every other technique that we use to communicate how the solution will

work.how

As a customer, I want a vehicleso that I get from A to B.

Sure this is a solution but is it the right one?

Why is Storytelling important…Who does Storytelling help?

“Marketing is no longer about the stuff that you make, but about the stories you tell.”

- Seth Godin

Storytelling as a strategic tool

TomApple Orchard30% of revenue but core to other income

Technology“rarely used, usually just bookkeeping”

PaperworkNeed to quickly and easily fill out paperwork to start the official process to get workers.

InspectionThe property that I will use to house the workers will need to be inspected.

InterviewsI will need to know when workers within the state and from supply states have applied for open positions,

WorkersI need workers who won’t damage the produce and will work quickly to get the crop picked before it spoils.

Family Owned and RunWorked at the orchard with his father since he could walk. He loves his job and being part of the local community.

Tom

Tom

Tom

Tom

Ever since Tom could walk he loved helping his dad on the orchard.

As he grew older he started to significantly

contribute after the school day was over.

Tom decided to go to local college so he could continue to

help his family tend to the orchard.

Even though helping on the orchard put a strain on his personal life, he still found his wife at college.

When Tom’s father passed away, he took

over the orchard to continue to provide for

his mom and his family.

Tom’s dedication to this business (way of life) is to continue a legacy and instill values to his children.

He gets up at the crack of dawn everyday.

He begins by walking the field to determine

what needs to be done to ensure the trees are healthy.

While the orchard only brings 30% of direct

yearly income, it drives the other 70%.

While in the orchard, Tom still

uses a old cell phone due to

the reliability of the signal, long

battery and durability.

After walking the orchard, he makes

sure the store is open and ready for business.

The remaining long-term profit comes from apple driven

products to get visitors.

And staples like coffee to get repeat local

customers. Tom spends the late morning

chatting up the locals since he believes that

his community is important.

Seasonally, Tom can get more

visitors by offering events at

the orchard.

Tom is exhausted by the end of each day. The orchard is always on his mind and he needs to think months ahead because if something is missed, the orchard could fail.

One worry is when will the picking season start and will he have workers to accomplish it.

Local workers don’t want to do seasonal

physical labor so Tom hires an Agent to help fill out the paperwork

for legal foreign workers and deal with

the day-to-day activities for this process while he

is in the orchard.

Tom’s entire business relies on having additional

workers for a select number of weeks that needs to be

determined at least two months in

advance. If there is a problem then his

crop will go to waste.

If everything falls in place, Tom will yield a crop that will allow him to be in business for another year.

Tom

• Dedicated and passionate about his business.

• His ability to stay in business is reliant on additional pickers.

• Is away from technology most of the day.

• Needs to depend on an agent for a critical part of his operation.

• Agent needs authority to work on Tom’s behalf.

What did we learn about Tom?

Tom

• Application Notification

• Probably doesn’t help if he is rarely in system.

• Can help if Agent is always in system and can call him.

• Email

• Something that will inform him at the end of the day.

• Text

• Could help for critical notifications.

• Would be annoying or blocked if non-critical notifications are sent.

Notification Feature

Susan

13 YearsPracticing Architecture

Janet

Chip

CTO - Buyer

BIM Tech - Influencer

Technology“is a means to an end”

RogerClient - Building Owner

CaptureThe needs of the client through interviews, block diagrams, and building program.

DevelopConceptual designs based onrequirements & site restrictions.

CreateImages and data that will communicate the merits of each design option.

BuildThe client’s confidence in “The Firm” to ensure “The Firm” is selected for the design development andconstruction Document phase of the project.

LisaShopping90% of purchases online

Technology“always connected”

DiscoverThere is a need or desire that wishes to be fulfilled as quickly as possible.

LookThere are many sites to fulfill the need but the goto site should be that which provides the solution.

BuyCheckout should be simple, seamless and provide the .

ReceiveThe goods need to be received on-time, precise and correctly represented.

?

TimeBrowsing takes too much

Where isthe dress?

Don’t forget the stories of your Anti-User orEvil User

Comic/Sketch Style

Wireframe Style

If you do not know or plan for your STORY then your product, service, support and/or competition will TELL IT FOR YOU.

Name Address SSN Email Phone PlanOptions

ReviewResponses Submit

Signup on website – 10 Minutes

FAIL

Name Address SSN Email Phone PlanOptions

ReviewResponses

CableProvider

Call Customer Service – 20 Minutes

Name Address SSN Email Phone PlanOptions

ReviewResponses Done

Connected with Gas Customer Service – 20 Minutes

What???, I need to do this again!

Create Electric Account Online – 5 Minutes

Create Gas Account Online à Call Customer Service45 Minutes

What do you think will be the story I tell others about this company?

How to frame a story…

Putting the Pieces Together

PIXAR’s 22 Rules of StorytellingGreat for Movies… Not the Best for Representing Users

Research, Research, Research…Have conversations, not interviews

Identify Patterns

Outliers would be a separate story

Focus on what is important

Share andEnable others

Repeat story so entire team is on the same mission

Advise against creating fiction

Practice Makes Perfect ?Questions