story first: a narrative approach to building successful products and services
DESCRIPTION
While many of us seek out the newest and shiniest tools, methods, and processes to design products and services, we often overlook one of the oldest, leanest, most effective tools out there: the structurally sound story. Whether we are consciously aware of it in the moment or not, we humans experience everything as if it was a story – the better the story, the more engaging, memorable, and repeatable the end-experience. In this talk, you will learn how taking a story-first approach to design and development can help you engineer products and services that better engage your customers, just like a TV show or movie. You'll see how using story as a tool will help you not just talk about products and services, but build them plot point, by plot point, ultimately setting the foundation for your product's success. -- About Donna Lichaw For over 15 years, Donna Lichaw has helped businesses such as Atlantic Records, Citi, Bloomberg, Seamless, Apartment Therapy, and WNYC to create, launch, and innovate digital products, campaigns, and services. Emphasizing a unique mix of strategic storytelling, design, and development, she drives teams to think big and get measurable results by starting small. In addition to running her product strategy and consulting practice and building and training design and product teams, she is on the adjunct faculty at Parsons The New School for Design in New York City. Donna is currently writing a book about using narrative structure to design successful products and services for Rosenfeld Media. Donna blogs at: http://www.greatnorthelectric.comTRANSCRIPT
DONNA LICHAW | DONNALICHAW.COM | @DLICHAW
STORY FIRSTCRAFTING PRODUCTS THAT ENGAGE
MAKE THINGS GO
BOOM
HOW STORY WORKS
Beginning Middle End
Hero Goal
Exposition
Inciting Incident or Problem
Hero Goal
Exposition
Rising A
ction
Inciting Incident or Problem
Hero Goal
Exposition
Rising A
ction
Inciting Incident or Problem
Hero Goal
Exposition
Crisis
Climax or Resolution
Rising A
ction
Inciting Incident or Problem
Hero Goal
Exposition
Crisis
Falling Action
Climax or Resolution
Rising A
ction
Inciting Incident or Problem
Hero Goal
Exposition
Crisis
Denouement
End
Falling Action
Climax or Resolution
Rising A
ction
Inciting Incident or Problem
Hero Goal
Exposition
Crisis
Denouement
End
Falling Action
Climax or Resolution
Rising A
ction
Inciting Incident or Problem
Hero Goal
Exposition
Crisis
Denouement
LIFE IS A STORY
YOU ARE THE HERO
Goal MetWho Goal
Value & Competitive advantage
Problem
Product
Name
Market
Catego
ry
TakeawayCompetition
iPhone
Smartph
one
Listen to MusicMake Phone Calls
Sucks to Carry Two Devices
2-in-1
iPod Phone Usability Cost
Listen to musicMake phone calls
Want?
2-in-1
iPhone
Smartph
one
WantiPod Phone
Listen to MusicMake Phone Calls
Listen to MusicMake Phone Calls
Sucks to Carry Two Devices
2-in-1
(Anticlimactic)
http://mobile-review.com/articles/2010/iphone-history1-en.shtml
Patents 20070152979 20070155369 20070155434
July 24, 2006
iPhone
Smartph
one
Listen to MusicMake Phone Calls
Sucks to Carry Two Devices
Difficult to Use (Cliffhanger)
2-in-1
CommunicateCommunicate
The best way to communicateWorks like magic
3-in-1
Smartphones Suck
iPhone
Smartph
one
WantDon’t want Usability iPod Phone
Inciting Incident
Rising Action
Rising Action
Rising Action
Crisis
Climax
Falling Action
End
Goal MetWho Goal
Solve ProblemExperience Value
ProblemIncentiveCTA
FlowFinishFlow
Impediment
Sign up Payment Funnel drop-off (metrics) Mental hurdles Boredom Lack of value Usability
MICRO-STORIES AND HABIT LOOPS
Hours 1 2 3 4 5 6 ∞ Days Weeks Months Years
LONG-TERM engagement
LONG-TERM engagement
THERE IS NO SUCH THING AS AN ACTUAL EXPERIENCE
UTILITY
DESIRABILITY
VALUE
CHOICE
USABILITY
WHAT’S THE STORY?Who is your hero? What is their goal? How might this story play out?
DONNALICHAW.COM @DLICHAW
THE USER’S JOURNEY
THANK YOU.