crafting the experience: mapping the story to get from ideas to output
TRANSCRIPT
CRAFTING THE EXPERIENCE MAPPING THE STORY TO GET FROM IDEAS TO OUTPUT
DONNA LICHAW GREATNORTHELECTRIC.COM @DLICHAW
LIS HUBERT ELISABETHHUBERT.COM @LISHUBERT
CRAFTING THE EXPERIENCE MAPPING THE STORY TO GET FROM IDEAS TO OUTPUT
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
INTRODUCTIONSWho you are What you do Why you are here
THE WAY THINGS WERE
Framew
ork
456
Designing for the Digital Age: Creating Human-Centered Products and Services
Table 16.8. Sketching from a scenario.
Scenario step Sketch Comments
1. Laura takes a call from Mr. Cowell, who needs to make an appointment for his cat to have a tumor removed. Laura finds him in the client list and opens his record to see detail in the client over-view display area, which shows that Mr. Cowell has three cats, one of whom is flagged for follow-up.
cowell,bobcowell,tom
findcowell
client list workspace
fluffy xenaclient
2
13
This first sketch draws upon the organizer/workspace pattern and the data model, which indicates that pets are parts of the client record. The “find” field is understood as a placeholder for some way or ways to locate clients.
2. She looks at the pet overview display area, sees that Xena needs surgery, and confirms with Mr. Cowell that the pro-cedure is for Xena. She clicks to create a new ap-pointment.
cowell,bobcowell,tom
find
includes history, current visit,last visit, prior by date
fluffy xenaclientcat born 7/1/2001gray tabbylast visit
new appt Whoops, better add a toolbar for that “new appointment” button. Notice there’s a little bit of detail about what may be on the screen. The inter-action designer captures an idea for navigating visits, but quickly moves on.
3. She chooses the procedure type in the appointment parameters area. In the best appoint-ment display, the system shows the next several non-urgent appointments for Dr. Harvey, Xena’s usual vet, when the sur-gery and hospital space required for the procedure are also available. She suggests the first couple of dates to Mr. Cowell,
appt forxenatypesurgerywithharvey
tabs within tabs
calendarbest
apptsclients
best
other
Uh-oh … what should happen when that button is clicked? Does it make sense for a cal-endar to live as a tab inside the client record? It seems more like a global tool, so the team decides to have a client screen and calendar screen, with top-level tabs to switch between them. Tabs within tabs are unfortunate, but the team recognizes this as an issue they can solve later and keeps going. Perhaps the client
Hinman, Rachel. 2012. The Mobile Frontier. New York: Rosenfeld Media. www.rosenfeldmedia.com/books/mobile-design/
Hinman, Rachel. 2012. The Mobile Frontier. New York: Rosenfeld Media. www.rosenfeldmedia.com/books/mobile-design/
FLAT FLOWS High bounce rates Low conversion Low activation Low engagement High funnel drop-off
STORYTELLING
STORYTELLINGthere’s A Formula For That
STORYTELLINGMAPPING
http://www.denofgeek.com/tv/breaking-bad/27141/see-inside-the-breaking-bad-writers-room
http://www.sundance.tv/series/the-writers-room/photos/the-writers-room-breaking-bad#/9
Not to be confused with…
http://www.agileproductdesign.com/blog/the_new_backlog.html
It’s more like…
MAKE THINGS GO
BOOM
WHAT IS A STORY?
What does story DO
HeroGoal
Exposition
Inciting Incident or Complication
HeroGoal
Exposition
Rising Action
Inciting Incident or Complication
HeroGoal
Exposition
Rising Action
Inciting Incident or Complication
HeroGoal
Exposition
Crisis
Climax
Rising Action
Inciting Incident or Complication
HeroGoal
Exposition
Crisis
End
Falling Action
Climax or Resolution
Rising Action
Inciting Incident or Complication
HeroGoal
Exposition
Crisis
Denouement
End
Falling Action
Climax or Resolution
Rising Action
Inciting Incident or Complication
HeroGoal
Exposition
Crisis
Denouement
LIFE IS A STORY
EXERCISE
End
Falling Action
Climax or Resolution
Rising Action
Inciting Incident or Complication
HeroGoal
Exposition
Crisis
Denouement
CONCEPT
CommunicationCommunication
The best way to communicate
3-in-1Crazy easy to use
Sucks to Carry Two Devices
iPhone
SmartphoneWant
Don’t wantUsabilityiPodPhone
The best way to communicate
3-in-1
iPhone
SmartphoneWant
Don’t wantUsabilityiPodPhone
CommunicationCommunication
Sucks to Carry Two Devices
2-in-1
http://mobile-review.com/articles/2010/iphone-history1-en.shtml
Patents 20070152979 20070155369 20070155434
July 24, 2006
ANTICLIMACTIC
iPhone
Smartphone
Communication
Sucks to Carry Two Devices
Meh
CLIFFHANGER
2-in-1
JOURNEY
Inciting Incident
Rising Action
Rising Action
Rising Action
Crisis
Climax
Falling Action
End
HomeWant To Be In the Know
In the KnowFriends Are Here?
Sign up
Onboarding FlowFinishFlow
BoredomLack of value
TASKS
Hours 1 2 3 4 5 ∞DaysMonthsYears
EPIC
Goal MetWho Goal
Solve ProblemExperience Value
ProblemIncentiveCTA
Flow FinishFlow
ImpedimentSign upPaymentFunnel drop-off (metrics)Mental hurdlesBoredomLack of valueUsability
CASE STUDY
WHAT WE DID
GOALS & CHARACTERS
EXERCISE
Define Business Goals The top three goals of ___ are ___, ___ and ___ because they fulfill our highest priority needs of ___ by___. We’ll measure the success of this goals by ___.
Define Users & Goals 1. Write down what the users want/
need from your product. 2. Organize like wants/needs. 3. Name users types.
BREAK
PLOT
End
Falling Action
Climax or Resolution
Rising Action
Inciting Incident or Complication
HeroGoal
Exposition
Crisis
Denouement
Goal MetWho Goal
Solve ProblemExperience Value
ProblemIncentiveCTA
Flow FinishFlow
ImpedimentSign upPaymentFunnel drop-off (metrics)Mental hurdlesBoredomLack of valueUsability
EXERCISE
Goal MetWho Goal
Solve ProblemExperience Value
ProblemIncentiveCTA
Flow FinishFlow
ImpedimentSign upPaymentFunnel drop-off (metrics)Mental hurdlesBoredomLack of valueUsability
SUPPORT
BEYOND IDEALS
EXERCISE
AND…. ?
IS EVERYTHING
A STORY?
SOFTWARE IS THE SERVICE
UTILITY
DESIRABILITY
VALUE
CHOICE
USABILITY
http://carlhasthefunkarchive.blogspot.com/2013/02/caveman-campfire.html
STORY STRUCTURE
APPLYING STORIES
SWOT analysis
Gap analysis
Requirements gathering
Needs assessment
LOOK
LOOK
LISTEN
COMMUNICATE
ILLUSTRATED
Cheng, Kevin. 2012. See What I Mean. New York: Rosenfeld Media. rosenfeldmedia.com/books/comics/
VISUALIZE
VISUALIZE
VISUALIZE
ACT IT OUT
WRITE
RULES OF THUMBStories are character-drivenCharacters are goal-driven
Conflict is key
Goals are measurableGoals can change
WHAT IS THE STORY?
THANK YOU.
DONNA LICHAW GREATNORTHELECTRIC.COM
@DLICHAW
LIS HUBERT
ELISABETHHUBERT.COM
@LISHUBERT