uxploration- exploring storytelling for emotionally engaging ux
TRANSCRIPT
Exploring Storytelling for Emotionally Engaging UX
Mudit SinghalStorycentre
Stories…
…are 22 times more memorable than plain facts
Jennifer AakerSocial Psychologist, Professor of Marketing
Stanford University’s Graduate School of Business
Stories…
…capture attention
Stories…
…help form a bond with the audience
Stories…
…move people to action
Stories…
…create experiences
Aristotle’s 6 Elements of Drama
Plot (Events)Character (Agent)
Thought (Ideas/Theme)Diction (Language)
Song (Pattern)Spectacle (Visual)
The Strategic Core…
Elements of Stories are co-ordinated…
image/cinematography
Film
actors
locations/sets
music/sound
editing
coordinated in service of story
lighting
words/lines
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
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…
“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,
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.
So where does one start?
What is it about?
“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’
Story: What is it about?
Two imprisoned men bond over a number of years, finding solace and eventual redemption
through acts of common decency.
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.
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?
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
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
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
tangible
intangibleemotion
meaning
pleasure
characters
setting
scenes
visual design
content
pages
flows
images
The theme becomes the foundation for…
Pleasure,Meaning,Emotion
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
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.
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/
The End is The Beginning
THANK YOU!!!
http://www.theuxploration.com
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http://www.meetup.com/User-Experience-Design Meetup/