storythinking - use storytelling to prototype digital (service) experience

© storythinkers Jens Otto Lange Thomas Stegmann 1

storythinkinguse storytelling to prototype digital (service) experience

Jens Otto LangeThomas Stegmann

Innovation Games SummitAmsterdam, 20.9.2013

Sonntag, 22. September 13

http://www.igsummit.net/jens-otto-lange.html

http://www.igsummit.net/jens-otto-lange.html

http://www.igsummit.net/thomas-stegmann.html









Thomas StegmanGast-Dozent MHMK & Beuth FachhochschuleDiplom Industrial Designer

Do the right thingInnovation CoachesWorkshops, Trainings & Project Support

4

Jens Otto LangeDigital Innovation Facilitator

Diplom Kommunikationswirt

Do things right



storytellingdesignthinking

our way of design thinking



theme problem visionstory

prototype

storythinking process

co-createempathize iterate

1 2 3


challenge

design a souvenir experiencefor Amsterdam



© storythinkers Jens Otto Lange Thomas Stegmann

empathizethe customer is your hero

phase 1


1. Form groups of three:storyteller, interviewer, notetaker

2. Ask open questions3. Listen and document on a a sheet of paper4. Flip roles, repeat 3 times


collect real world stories

7

3x2 minutes



where?

when?

for whom?

how did you buy it?

why did you select it?

what was the last souvenir you bought?

3x2 minutes


create a persona that represents the three of you


the persona is your hero

9

3 minutes



persona

who?

needs ...

because ....

name

age

job

hobby

sketch of your persona

3 minutes



phase 2

co-createharmonize departmental silos


1. Imagine you‘re the persona2. Sketch your first ideas to serve „your“ needs on

stickies3. Use sketches to tell a story to each other4. Make your choice which idea to follow


co-create solution

12

1+3 minutes


13© storythinkers Jens Otto Lange Thomas Stegmann

visual story scripting



phase 3

iterateoptimize with real data



structure



structure

Hero



Setting

structure

Hero



Setting

Journey

structure

Hero



Setting

Journey

Resolution

structure

Hero



dramatic arc

16

setting

journey

herolocationsituation

find it

get ituse it

moral

feel it

resolution

5 minutes

in this case: servivce environment


Setting


dramatic arc

16

setting

journey


find it

get ituse it

moral

feel it

resolution

5 minutes



Setting

Journey


dramatic arc

16

setting

journey


find it

get ituse it

moral

feel it

resolution

5 minutes



Setting

Journey

Resolution


dramatic arc

16

setting

journey


find it

get ituse it

moral

feel it

resolution

5 minutes



• Tell your story, using your storyboard• Listen to feedback• Apply feedback to improve


tell your story to iterate

17

2 minutes



how did it feel?

18


use storiesproduct or service fiction to innovate


theme problem visionstory

prototypeco-createempathize iterate

1 2 3



Thomas StegmanGast-Dozent MHMK & Beuth FachhochschuleDiplom Industrial Designer

Do the right thing

Innovation CoachesWorkshops, Trainings & Project Support

4

Jens Otto LangeDigital Innovation Facilitator

Diplom Kommunikationswirt

Do things right

www.storythinkers.com


http://www.storythinkers.com

http://www.storythinkers.com

storythinking - use storytelling to prototype digital (service) experience

Art & Photos

structure sonntag

3x2minutes sonntag

setting structure hero

servivce environment

things right sonntag

real data sonntag

departmental silos sonntag

way of design thinking