whats the story? story strategy for products

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  • Whats the story?

    @hollielubbock

  • Stories have power. They delight, enchant, touch, teach, recall,

    inspire, motivate, challenge. They help us understand. They imprint a

    picture on our minds. J A N E T L I T H E R L A N D

  • W H Y D O S TO R I E S A F F E C T P E O P L E ?

    S TO R Y T E L L I N G I N D E S I G N

    W H Y P R O D U C T S N E E D S TO R I E S

    S TO R Y T E L L I N G B A S I C S

    CO H E R E N T P R O D U C T S TO R I E S (CO N T E N T S T R AT E G Y )

  • Why do stories effect people?

  • Stories help us connect with people, we use them daily to communicate and entertain

    each other

    Stories are part of us

  • You use your brain more when you listen to a story

  • Stories actually evoke a simulation of the event in your mind. Its as if you were having

    the experience.

  • How to use stories in design

  • U S E R R E S E A R C H

    Interviewing as story facilitator

    Group storytelling

    W O R K S H O P S

    Step by step stories to build empathy

    U S E R E X P E R I E N C E M A P P I N G

    Stories are the foundation of the process for examining a customer need and how they are behaving.

    Design Stories

    Prototypes as props

    P R O T O T Y P E S

  • G AT H E R U S E R S TO R I E S F R O M I N T E R V I E W S E N A B L E OT H E R P E O P L E S S TO R I E S

    A N D T U R N T H E S E I N TO TA N G I B L E O U T P U T S

  • W O R K S H O P S G R O U P S TO R Y T E L L I N G A C T I V I T I E S

    I N C L U D I N G R O L E P L AY A N D G A M E S

  • U S E R J O U R N E Y M A P P I N G

  • Code and Theory

    P R OTOT Y P E S A S P R O P S

  • P R OTOT Y P E S F O R R A P I D I T E R AT I O N

  • Products need stories

  • 18

    M A R K E T F O G

  • 19

    Actions of Advocacy in Social

    Use product, buy service etc

    Drive Relevance

    A W A R E N E S S

    CO N S I D E R AT I O N

    A C T I O N

    P R E F E R E N C E

    LOYA LT Y

    E N G A G E M E N T F U N N E L

  • We can use stories to differentiate ourselves from

    similar offerings

  • Storytelling basics

  • W H O I S T H E A U D I E N C E ?W H AT I S T H E G O A L O F

    YO U R S TO R Y ?

  • I AM, WHO I SAY I AM

  • I HAVE A CONSISTENT SELF STORY

  • (DONT RUIN IT FOR ME)

  • S TO R Y I D E A

    D R E A M

    When you hone your messaging to your audience - you tap into their self story. Its more

    than just a story

  • 01.W H AT S T H E E S S E N T I A L T H I N G YO U

    W A N T T H E M TO K N O W ?

  • Jer Thorp, Data (v.), OCR Journal #001, 2015 via https://medium.com/@blprnt/data-v-da0e0d24777c Illustrations by Sukjong Hong - http://sukjonghong.com/

    C R E AT E E N T E R TA I N I N G O R E D U C AT I O N A L CO N T E N T

    http://sukjonghong.com/

  • Jer Thorp, Data (v.), OCR Journal #001, 2015 via https://medium.com/@blprnt/data-v-da0e0d24777c Illustrations by Sukjong Hong - http://sukjonghong.com/

    S TO R I E S A R E A B O U T P E O P L E

    http://sukjonghong.com/

  • E X P O S I T I O N

    R I S I N G A C T I O N

    C L I M A X

    FA L L I N G A C T I O N

    R E S O L U T I O N

    SETTING THE SCENE

    BUILDING TENSION

    THE EXCITING BIT

    TIDYING UP LOOSE ENDS

    THE END

    N A R R AT I V E S T R U C T U R E

  • Coherent Product Stories

  • T H E R E A R E S O M A N Y TO U C H - P O I N T S W E C A N TA L K TO U S E R S T H R O U G H

  • W E N E E D CO N N E C T E D CO M M U N I C AT I O N S T R AT E G I E S

  • YO U R T H E E X P E R T W H O H A S A U T H O R I T Y P O I N T O F D I F F E R E N C E

    W H AT S H O U L D YO U TA L K A B O U T ?

  • Tone of Voice

    P E R S O N A L I T Y TO N EV O I C E

    H O W TO S P E A K

  • H O W LO N G YO U S P E A K F O R

    B I T E S I Z E LO N G R E A DM E D I U M

  • R E A D E R S S K I M H E A D L I N E S F O R A N

    O V E R V I E W

    R E A D E R S Q U I C K LY D I P I N TO S TO R I E S

    D I P P I N G A R O U N D M U LT I P L E S U B J E C T S , N E V E R G O I N G TO

    I N - D E P T H

    R E A D E R S I N - D E P T H O N A S I N G L E A R E A O R A R T I C L E

    DIPS K I M BROWSE DIG

    CO N T E N T D E P T H

    T I M E

    CO N T E N T D E P T H

    T I M E

    CO N T E N T D E P T H

    T I M E

    CO N T E N T D E P T H

    T I M E

    R E A D I N G PAT T E R N S

  • P L A N , P L A N , P L A N

    CO N T E N T P L A N A R O U N D T H E Y E A R LY P R O D U C T C YC L E S

  • WAKE UP

    M ATC H P U B L I S H I N G & S O C I A L TO B R O W S I N G H A B I T S

    LUNCHTIME BEDTIME

  • W H E N

    H O W

    W H A T

    W H O

    WHEN AND HOW OFTEN DO YOU NEED TO PUBLISHING TO REACH YOUR

    AUDIENCE? CREATE YEARLY CONTENT PLANS

    WHAT SUBJECTS CAN YOU BE AN AUTHORITY ON? WHAT CONTENT

    THEMES INTEREST YOUR AUDIENCE

    GET TO KNOW YOUR TARGET AUDIENCE. INTERVIEWS, SURVEYS, COMPETITOR

    ANALYSIS, SOCIAL CONSUMPTION

    TONE OF VOICE &CONTENT FORMAT

    H O W TO U S E S TO R I E S C H E C K L I S T

  • T H E P O W E R O F S TO R I E S

  • C H A N G E P E R C E P T I O N S O F O P E N S O U R C E

  • T E L L A S M A N Y S TO R I E S A S YO U C A N

    S TO R I E S A R E F O R U S E R S , YO U R T E A M A N D S TA K E H O L D E R S

  • People will forget what you said, people will forget what you did, but

    people will never forget how you made them feel.

    M AYA A N G E LO U