storytelling in digital service design

STORYTELLING IN DIGITAL SERVICE DESIGN Interaction 16 Workshop 1.3.2016

LEAN SERVICE C

REATION

Agenda •  2.00 – 2.20 INTRO •  2.20 – INSPIRATION / GROUP WORK

•  Part 1 – Service Concept & Controlling Idea •  Part 2 – Hero

•  3.30 Break •  3.40 – INSPIRATION / GROUP WORK

•  Part 3 – Narrative •  Part 4 – Design Elements •  Part 5 – Group Presentation Prep

•  4.50 Break •  5 – 6 PRESENTATIONS & WRAP UP

LEAN SERVICE C

REATION

We are Futurice A veeeeery short introduction

We create digital services

for people to love

Creating a culture that makes

innovation happen

Discovering and designing new digital services

Developing, scaling and operating digital services

Way of workingLEAN SERVICE CREATION

LSC is a multi-disciplinary way of working that maximizes the probability of creating successful digital services

Lean Service Creation

LSC$SLIDE$HERESERVICE VISION SPRINT

TEAM : Business / Technology

Design / End-Users

BUSINESS NEED

Improve

Improve

Improve

LEAN SERVICE CREATION PROCESS

FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT GROWTH HACKING

Days to Weeks Weeks to Months Months to Years

NEW IDEAS

SERVICE VISION

MVP TO

LAUNCH

Design at futuriceTEAM / US

Design teamComplex problems require broad thinkers and doers. 45 multi-disciplinary designers (business design, service design, concept design, brand design, UX/UI design, visual design, sound design.

SERVICE DESIGN LEAD

Maria Lumiaho

maria.lumiaho@futurice.com @marialumiaho

SENIOR SERVICE DESIGNER

Jane VitaSENIOR SERVICE DESIGNER

Suvi Numminen

suvi.numminen@futurice.com jane.vita@futurice.com @janevita

THINK ABOUT THE SERVICES & PRODUCTS YOU USE Are there any that you … Are happy to pay a premium for even though another product would do the same job just fine? Go on and on about to your friends and don’t understand why they don’t want to use it, too? Are happy to use even if it doesn’t always work perfectly?

LEAN SERVICE C

REATIONThere’s more to life than seeking solutions to

problems

LEAN SERVICE C

REATIONWe look for answers to big questions & seek

meaningful experiences

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STORIES ARE A WAY OF TRYING TO UNDERSTAND THE WORLD AND WHAT IT MEANS TO BE HUMAN

LEAN SERVICE C

REATIONCan the experience of using a service be

meaningful in the same way a story can?

YES! (IF IT’S DESIGNED TO DO SO)

LEAN SERVICE C

REATIONThere are similarities between designing an experience and writing a story

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But also differences: The story a service creates is not linear and doesn’t deal with conflict the same

way

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ALSO A DISCLAIMER

Does not replace other service design methods, but useful as an additional lens

Requires seamless collaboration between branding, service design & UX/UI design

Why we care about storytelling

in digital Service Design?

Storytelling is all about

experiences

Storytelling about & inside the services

we create

Who doesn’t like a good

story?

LET’S GET STARTED!

LEAN SERVICE C

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5 Groups

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Pick a service to work on •  Retail •  Fast food chain •  Travel / hospitality •  Going to / watching movies •  Banking •  …

1) WHAT IS THE STORY ABOUT?

A GOOD STORY Has a clear reason to exist Makes a statement about the world Resonates with people who share those beliefs

From “Story” by Robert McKee &

“Start With Why” by Simon Sinek

LEAN SERVICE C

REATIONA good story can be distilled into a

CONTROLLING IDEA

From “Story” by Robert McKee

Example: The Lion King

+

Evil is defeated when you come to terms with

your past and take responsibility

Example: The Lion King

VALUE

+

Evil is defeated when you come to terms with

your past and take responsibility

CHANGE IN VALUE

CAUSE

Structure of a controlling idea from “Story” by Robert McKee

+

Example: The Lord of the Rings

VALUE

Peace is restored when ordinary people have

courage

CHANGE IN VALUE

CAUSE

Structure of a controlling idea from “Story” by Robert McKee

Example: Coca-Cola

VALUE

Happiness ensues when you have special,

refreshing moments

CHANGE IN VALUE

CAUSE

Structure of a controlling idea from “Story” by Robert McKee

Example: Apple

VALUE

Life is more enjoyable when you do things

differently

CHANGE IN VALUE

CAUSE

Structure of a controlling idea from “Story” by Robert McKee

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Controlling ideas drive action and drive you to make decisions!

“It’s about peace” is a theme, not a

controlling idea

From “Story” by Robert McKee

Should be based on customer insight & brand design Should be universal enough to be understood by most people Flexible enough to turn into a service, movie, game, whatever! Should be able to start a good conversation over beer

Qualities of good controlling ideas

// CONFLICT DRIVES ACTION

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REATION

Story is not interesting without conflict

Different levels of antagonistic forces try to win over the positive value

From “Story” by Robert McKee

For example: Wisdom as the core value

Positive value

Wisdom

Lack of positive value

Stupidity disguised as wisdom

Negative value Worst of the worst

Ignorance Stupidity

From “Story” by Robert McKee

For example: Love as the core value

Positive value

Love

Lack of positive value

Self-loathing

Negative value Worst of the worst

Indifference Hate

From “Story” by Robert McKee

Positive value

Justice

Lack of positive value

Injustice disguised as

justice

Negative value Worst of the worst

Unfairness Injustice

For example: Justice as the core value

From “Story” by Robert McKee

// WHAT’S THE POINT?

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The controlling idea & changes in value act as the core of the service

When designing any aspect, ask

“does this support the controlling idea?”

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If the controlling idea is expressed clearly enough, it will resonate very strongly with users

à users loving the service

(even if they can’t tell why)

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Group Work

2) THE HERO

// SOME BASIC RULES TO KEEP IN MIND

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YOUR SERVICE IS NOT THE MAIN CHARACTER

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-Chinese Proverb

Tell me and I'll forget. Show me and I may remember. Involve me, and I'll understand.

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THE USER IS THE HERO

From “Every Guest Is a Hero” by Adam M. Berger

LEAN SERVICE C

REATION‘USERS’ DON’T HAVE ADVENTURES

Rebels, philosophers, guests, tricksters, hosts, antiheros and friends, dreamers do…

Crucial to know your users when defining the hero

User’s role should be

communicated clearly to them (marketing, landing

pages, onboarding)

The user must identify with the adventure the service is

presenting

‘Who am I?’

Customers in Disneyland are called ‘guests’

The personnel is the ‘cast’

who work ‘onstage’

What you call your customers can make a

subtle difference

Example: Disneyland

From “Be Our Guest” by Theodore B. Kinni“

Who is the user when using this service?

“Who am I?”

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Group Work

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Agenda •  2.00 – 2.20 INTRO •  2.20 – INSPIRATION / GROUP WORK

•  Part 1 – Service Concept & Controlling Idea •  Part 2 – Hero

•  3.30 Break •  3.40 – INSPIRATION / GROUP WORK

•  Part 3 – Narrative •  Part 4 – Design Elements •  Part 5 – Group Presentation Prep

•  4.50 Break •  5 – 6 PRESENTATIONS & WRAP UP

LEAN SERVICE C

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BREAK TIME!

3) NARRATIVE

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REATIONWhat kind of experiences and functionality does the controlling idea suggest?

EXAMPLE CONTROLLING IDEA FOR A RECIPE SERVICE: “Life’s more fun when you can improvise and let go of fear of failing”

WHAT IS ENCOURAGED?

Experimentation

Replacing ingredients (suggestions on/off)

Sudden changes while cooking

Stumbling upon new recipes

Sharing the experience, giving new ideas to others

Sharing and celebrating failures, too (hall of fame of bad/failed recipes)

Fixing bad recipes, submitting your own version

Seeking ideas from others (“what would you do with this?)

WHAT IS DISCOURAGED / NOT ALLOWED MORE POSSIBILITIES

Following recipes strictly Rating a recipe as good or bad (or stars etc.)

Specific measurements in recipes

Live-streaming while cooking: taking suggestions on the go from the crowd Recipes branching out with different variations Weekly challenges with mystery ingredients or theme Rating recipes based on how many new ideas you got Recipe rating based on how many new ideas you get from it Become a master of an ingredient (master of potato etc.) Different levels of recipes based on how vague vs. specific they are

LEAN SERVICE C

REATIONFunctionality that isn’t aligned with the

controlling idea will dilute it

// STRUCTURING THE STORY

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DESIGN FOR CLEAR BEGINNINGS, MIDDLES AND ENDINGS

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HAVING A CLEAR STRUCTURE FEELS GOOD

MIDDLE

END BEGINNING

From “Poetics” by Aristotle and many more…

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WORKS BOTH ON THE ENTIRE SERVICE AND SINGLE TASKS

SESSIONS

ENTIRE LIFECYCLE OF USE

SINGLE TASKS

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NOT ACTUALLY AND ARC, THOUGH, BUT MORE LIKE THIS

From “The Art of Game Design: A Book of Lenses” by Jesse Schell

EXPOSITION

EXPOSITION

Introducing the protagonist, the world & status quo of the controlling idea

Combining elements from “Story” by Robert McKee, Joseph Campbell’s Hero’s Journey and Gustav Freytag’s Freytag's Pyramid

EXPOSITION

INCITING INCIDENT

INCITING INCIDENT

Accepting a call to adventure à suddenly everything changes Entering a different world There’s no way back to the old

Combining elements from “Story” by Robert McKee, Joseph Campbell’s Hero’s Journey and Gustav Freytag’s Freytag's Pyramid

Setting & inciting incident

Landing page &

onboarding

EXPOSITION

RISING ACTION

INCITING INCIDENT

Battle over the winning value gets more intense Being constantly surprised & feeding curiosity Showing affordances and foreshadowing

RISING ACTION

Battle over the winning value gets more intense Being constantly surprised & feeding curiosity Showing affordances and foreshadowing Providing breaks, too

Combining elements from “Story” by Robert McKee, Joseph Campbell’s Hero’s Journey and Gustav Freytag’s Freytag's Pyramid

LEAN SERVICE C

REATIONSurprises create emotional stamps that make up

most of the memory of the experience

From “The Service Startup” by Tenny Pinheiro

LEAN SERVICE C

REATIONGive people what they want but not the way

they expect it

From “Story” by Robert McKee

Creating delightful surprises during the journey

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REATIONTurn errors and inconveniences into opportunities to enforce the story

‘Secret’ game in Chrome browser

Queuing areas in theme parks are

designed to deepen the story

They can also

help to build excitement for

the ride

EXPOSITION

CLIMAX

INCITING INCIDENT

RISING ACTION

The most dramatic moment, biggest conflict It all leads to this Inevitable, but must also be a choice Can’t go back

CLIMAX

Combining elements from “Story” by Robert McKee, Joseph Campbell’s Hero’s Journey and Gustav Freytag’s Freytag's Pyramid

EXPOSITION

RESOLUTION

INCITING INCIDENT

RISING ACTION

Everything is different Showing how the world has changed Wrapping things up, removing confusion

CLIMAX

RESOLUTION

Combining elements from “Story” by Robert McKee, Joseph Campbell’s Hero’s Journey and Gustav Freytag’s Freytag's Pyramid

LEAN SERVICE C

REATION

Introducing the protagonist, the world & status quo of the controlling idea

Accepting a call to adventure à suddenly everything changes Entering a different world There’s no way back to the old

Battle over the winning value gets more intense Being constantly surprised & feeding curiosity Showing affordances and foreshadowing Providing breaks, too

The most dramatic moment, biggest conflict It all leads to this Inevitable, but must also be a choice Can’t go back

Everything is different Showing how the world has changed Wrapping things up, removing confusion

INCITING INCIDENT

CLIMAX

EXPOSITION

STRUCTURE OF THE STORY

RISING ACTION

RESOLUTION

Combining elements from “Story” by Robert McKee, Joseph Campbell’s Hero’s Journey and Gustav Freytag’s Freytag's Pyramid

LEAN SERVICE C

REATION

Group Work

4) DESIGN ELEMENTS

BUILDING BLOCKS OF IMMERSIVE WORLDS

THEMES & CONCEPT

ASSOCIATIONS COLOR CONTRAST &

VALUE SHAPE,

COMPOSITION, FOCUS

MOTION JUICINESS

All aligned with the controlling idea

// THEME EXPLORATION

EXPLORING THEMES & CONCEPT ASSOCIATIONS 1)  What concepts, ideas &

themes help make the controlling idea more concrete?

2)  What design motifs and symbols represent the theme & associations?

From “The Immersive World Handbook” by Scott Lukas

Example for the recipe service with the controlling idea of “LIFE’S MORE FUN WHEN YOU CAN IMPROVISE AND LET GO OF FEAR OF FAILING”

CONCEPT IDEAS

MOTIF IDEAS

Experimentation Laboratory (but

not clinical) Explosions

Smoke, burning

Sprinkles (exploding)

Excitement Joy

Surprises

Mystery present

Mystery

Thinking on your feet

Living in the moment

Laughing at yourself

Ingredients

Weird tools Prototypes

Nothing is ever final/done

Bad ideas

Celebration

A world of possibilities

Makeshift workspace

Unconventional materials, texture

Piles, mess

Branching out, branches

Stirring, whisks

Veggies etc. that are not perfect

// COLOR & MOOD

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Passion Danger

Optimism Joy Caution

Life Growth

Calmness Trustworthiness Cold

Mysterious Energy Vitality

COLOR & MOOD

Not that simple, though…

Context matters…

// CONTRAST & VALUE

Color values affect the mood

High key – happy

Low key – threatening Contrast – dramatic

etc.

// SHAPE, COMPOSITION, FOCUS

Building a mood visually

(composition, fonts, etc.)

http://www.zevendesign.com/

mood-lines-giving-designs-attitude/

Originally from “Landscape Architecture” by John Ormsbee

Simonds

Using scale & mass to create sense of awe

and attract you towards something

Scale, composition, focal points

From “The Immersive World Handbook” by Scott Lukas

// MOTION

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REATION

MEANING OF MOTION Examples

From “Landscape Architecture” by John Ormsbee Simonds

HORIZONTAL MOTION

Easy Free

Visually interesting Easy to control

Effortless movement

DOWNWARD MOTION

Hiding, digging in Confinement

Protection Privacy

Minimal effort

UPWARD MOTION

Exhilarating Sense of accomplishment

Going up in life Detachment from earthly things

Command, higher ground

// ’JUICINESS’

LEAN SERVICE C

REATION

ENGAGE AS MANY SENSES AS POSSIBLE WITH SOUND, TEXTURE, SMELL, TASTE, TEMPERATURE, BALANCE, ETC.

REMEMBER THAT DIGITAL SERVICES HAVE A ‘FEEL’ TO USING THEM, TOO

Some things feel good to use and

fiddle with.

Different types of feedback make

them feel ‘juicy’ to use.

Juiciness in action: ‘Game Feel - Why

your death animation sucks’

https://www.youtube.com/

watch?v=pmSAG51BybY

More in “Game Feel: A Game Designer's Guide to Virtual Sensation” by Steve Swink

LEAN SERVICE C

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Group Work

5) PRESENTING YOUR STORY

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Different options for presenting the story: storyboards, customer journey, role playing

etc.

Pick one that suits your story

LEAN SERVICE C

REATION

Agenda •  2.00 – 2.20 INTRO •  2.20 – INSPIRATION / GROUP WORK

•  Part 1 – Service Concept & Controlling Idea •  Part 2 – Hero

•  3.30 Break •  3.40 – INSPIRATION / GROUP WORK

•  Part 3 – Narrative •  Part 4 – Design Elements •  Part 5 – Group Presentation Prep

•  4.50 Break •  5 – 6 PRESENTATIONS & WRAP UP

LEAN SERVICE C

REATION

BREAK TIME!

PRESENTATIONS

WRAP-UP

THE END