whats the story? story strategy for products

of 43 /43
What’s the story? @hollielubbock

Author: hollie-lubbock

Post on 23-Jan-2017

301 views

Category:

Design


8 download

Embed Size (px)

TRANSCRIPT

Page 1: Whats the story? Story strategy for products

What’s the story?

@hollielubbock

Page 2: Whats the story? Story strategy for products

“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

Page 3: Whats the story? Story strategy for products

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 )

Page 4: Whats the story? Story strategy for products

Why do stories effect people?

Page 5: Whats the story? Story strategy for products

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

each other

Stories are part of us

Page 6: Whats the story? Story strategy for products

You use your brain more when you listen to a story

Page 7: Whats the story? Story strategy for products

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

the experience.

Page 8: Whats the story? Story strategy for products

How to use stories in design

Page 9: Whats the story? Story strategy for products

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

Page 10: Whats the story? Story strategy for products

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

Page 11: Whats the story? Story strategy for products

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

Page 12: Whats the story? Story strategy for products

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

Page 13: Whats the story? Story strategy for products

Code and Theory

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

Page 14: Whats the story? Story strategy for products
Page 15: Whats the story? Story strategy for products

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

Page 16: Whats the story? Story strategy for products

Products need stories

Page 17: Whats the story? Story strategy for products

18

M A R K E T F O G

Page 18: Whats the story? Story strategy for products

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

Page 19: Whats the story? Story strategy for products

We can use stories to differentiate ourselves from

similar offerings

Page 20: Whats the story? Story strategy for products

Storytelling basics

Page 21: Whats the story? Story strategy for products

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 ?

Page 22: Whats the story? Story strategy for products

I AM, WHO I SAY I AM

Page 23: Whats the story? Story strategy for products

I HAVE A CONSISTENT SELF STORY

Page 24: Whats the story? Story strategy for products

(DON’T RUIN IT FOR ME)

Page 25: Whats the story? Story strategy for products

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

Page 26: Whats the story? Story strategy for products

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 ?

Page 27: Whats the story? Story strategy for products

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

Page 28: Whats the story? Story strategy for products

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

Page 29: Whats the story? Story strategy for products

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

Page 30: Whats the story? Story strategy for products

Coherent Product Stories

Page 31: Whats the story? Story strategy for products

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

Page 32: Whats the story? Story strategy for products

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

Page 33: Whats the story? Story strategy for products

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 ?

Page 34: Whats the story? Story strategy for products

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

Page 35: Whats the story? Story strategy for products

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

Page 36: Whats the story? Story strategy for products

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

Page 37: Whats the story? Story strategy for products

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

Page 38: Whats the story? Story strategy for products

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

Page 39: Whats the story? Story strategy for products

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

Page 40: Whats the story? Story strategy for products

T H E P O W E R O F S TO R I E S

Page 41: Whats the story? Story strategy for products

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

Page 42: Whats the story? Story strategy for products

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

Page 43: Whats the story? Story strategy for products

“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