uxploration- exploring storytelling for emotionally engaging ux

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Exploring Storytelling for Emotionally Engaging UX Mudit Singhal Storycentre [email protected]

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Page 1: UXploration- Exploring Storytelling for Emotionally Engaging UX

Exploring Storytelling for Emotionally Engaging UX

Mudit SinghalStorycentre

[email protected]

Page 2: UXploration- Exploring Storytelling for Emotionally Engaging UX

Stories…

…are 22 times more memorable than plain facts

Jennifer AakerSocial Psychologist, Professor of Marketing

Stanford University’s Graduate School of Business

Page 3: UXploration- Exploring Storytelling for Emotionally Engaging UX

Stories…

…capture attention

Page 4: UXploration- Exploring Storytelling for Emotionally Engaging UX

Stories…

…help form a bond with the audience

Page 5: UXploration- Exploring Storytelling for Emotionally Engaging UX

Stories…

…move people to action

Page 6: UXploration- Exploring Storytelling for Emotionally Engaging UX

Stories…

…create experiences

Page 7: UXploration- Exploring Storytelling for Emotionally Engaging UX

Aristotle’s 6 Elements of Drama

Plot (Events)Character (Agent)

Thought (Ideas/Theme)Diction (Language)

Song (Pattern)Spectacle (Visual)

Page 8: UXploration- Exploring Storytelling for Emotionally Engaging UX

The Strategic Core…

Page 9: UXploration- Exploring Storytelling for Emotionally Engaging UX

Elements of Stories are co-ordinated…

image/cinematography

Film

actors

locations/sets

music/sound

editing

coordinated in service of story

lighting

words/lines

Page 10: UXploration- Exploring Storytelling for Emotionally Engaging UX

Elements of UX may not be co-ordinated

visual design

copy/text

information/content

navigation

layout/content presentation

processes

animations

creative

marketing

business

information architecture/interaction design

error messages

outside resource

music/sound

help

engineering

product VP’s assistant

interactions/system response

Website/Mobile App

Page 11: UXploration- Exploring Storytelling for Emotionally Engaging UX

Gasp!

I am the beast that is part website, part software, part product, part service, part interactive multimedia experience. What will you do with me?

user

technology product

Uncoordinated experiences are like…

Page 12: UXploration- Exploring Storytelling for Emotionally Engaging UX

“As experiences now span multiple media, channels & formats, we need to look to narrative, interaction, emotional elements to sustain transitions across channels and formats.” Joe LamantiaDirector User Experience, Product Management, Strategy - PayPal,

Page 13: UXploration- Exploring Storytelling for Emotionally Engaging UX

Storytelling and UX

With Storytelling, a diverse team creating a

website or application can collectively link together the tangible elements and create a meaningful experience that is more than just bits and bytes.

Page 14: UXploration- Exploring Storytelling for Emotionally Engaging UX

So where does one start?

What is it about?

Page 15: UXploration- Exploring Storytelling for Emotionally Engaging UX

“The more beautifully you shape your work around one clear idea, the more meanings audiences will discover in your film as they take your idea and follow its implication into every aspect of their lives.”- Robert McKee, Creative Writing Instructor, Author of screenwriting book ‘Story’

Page 16: UXploration- Exploring Storytelling for Emotionally Engaging UX

Story: What is it about?

Two imprisoned men bond over a number of years, finding solace and eventual redemption

through acts of common decency.

Page 17: UXploration- Exploring Storytelling for Emotionally Engaging UX

Story: What is it about?

Three groomsmen who lose their about-to-be-wed buddy during their drunken misadventures, must

retrace their steps in order to find him.

Page 18: UXploration- Exploring Storytelling for Emotionally Engaging UX

UX: What is it about?

What do you want the user to do eventually?

What is in it for the user?

Where does this fits into user’s life?

How does it work?

Page 19: UXploration- Exploring Storytelling for Emotionally Engaging UX

Flickr: What is it about?

Story Premise: A playful, fun to use site helps people to easily manage their vast store of digital photos and share them with one another.

Theme: Define yourself with photos

Page 20: UXploration- Exploring Storytelling for Emotionally Engaging UX

Google: What is it about?

Story Premise: A simple, intuitive place to look for answers/solutions to any questions/problems in the world

Theme: Search made simple

Page 21: UXploration- Exploring Storytelling for Emotionally Engaging UX

What is the UX about…

• A THEME

• That encapsulates the value and focus of the experience to be delivered

• A STRATEGY for product/service/system design, with a clear set of goals for everyone

Page 22: UXploration- Exploring Storytelling for Emotionally Engaging UX

tangible

intangibleemotion

meaning

pleasure

characters

setting

scenes

visual design

content

pages

flows

images

The theme becomes the foundation for…

Page 23: UXploration- Exploring Storytelling for Emotionally Engaging UX

Pleasure,Meaning,Emotion

Page 24: UXploration- Exploring Storytelling for Emotionally Engaging UX

Story Themes Experience ThemesFound through insight into raw material of story planning

Found through insight into raw material of design planning: business goals and requirements, content analysis, user research

Decided upon by the vision and passions of single author

Decided upon by a team of stakeholders

Reflects author’s view of the world Reflects users needs and desires

Applied to overall design of story elements

Applied to overall design of product

Manifest in concept, conflict, character, setting, scene, sub-plots, story structure, climax

Manifest in product concept, strategy, content choices, layout, interactions, visual design

Produces pleasure in unity, emotion, meaning

Produces pleasure in unity, emotion, meaning

Induces a longer-lasting effect on the audience

Induces a longer-lasting effect on the user

Page 25: UXploration- Exploring Storytelling for Emotionally Engaging UX

Fundamentals: In Storytelling & UX• Relevance: If it’s not relevant to their lives, they have no reason to stick

around.

• Structure: Stories have a beginning, middle, and end. In UX, this could mean an introduction, an explainer video, and a call to action.

• Backed by reason: What do you want your audience to take away? Is it a worthwhile message?

• Simple: Less is more. Cut unnecessary extras. No matter how good a sentence, picture, or page may be, if it doesn’t add value to the overall message, you must be willing to remove it.

• Authentic: Is your story true to you? If you’re putting up a facade, or creating something that doesn’t resonate with yourself or your brand, your users will be able to tell.

Page 26: UXploration- Exploring Storytelling for Emotionally Engaging UX

Some interesting examples

• http://www.bagigia.com/• http://www.bringyourchallenges.com/• http://everylastdrop.co.uk/• http://www.inception-explained.com/• https://www.uxpin.com/studio/blog/simplifyi

ng-ux-design-through-storytelling/• https://www.coverfox.com/tvc/

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The End is The Beginning