A presentation at inOrbit in in Portorož, Slovenia by Anna Dahlström
HX & Storytelling How To Make The User The True Hero by Anna Dahlström | @annadahlstrom @uxfika InOrbit, 14 March 2019 Photo by TK Hammonds on Unsplash @annadahlstrom
What will make us successful is what will make the users successful @annadahlstrom
All projects are pretty much always like this @annadahlstrom
Source: https://www.thinkwithgoogle.com/articles/holiday-shopping-search-behavior.html @annadahlstrom
Sometimes metrics suck. Screenshot from @smörgåsbord https://twitter.com/smorgasbord/status/1096201114964447232 @annadahlstrom
Warning: The next few slides are potentially sensitive to those who have experienced loss ** Skip ahead 3 slides (to slide 10) if so ** @annadahlstrom
This is not how it should be handled Screenshot from @GIllian Brockell - https://twitter.com/gbrockell/status/1072589687489998848 @annadahlstrom
Screenshot from @GIllian Brockell - https://twitter.com/gbrockell/status/1072589687489998848 @annadahlstrom
This is how it should be handled Photo by @annadahlstrom
The unhappy ending is a critical part of product story @annadahlstrom
Ends & errors are also opportunities Photo by Dan Farrell on Unsplash @annadahlstrom
“ Human Experience […] is a critical mindset for building better businesses and products. ” - Adam Tinworth @annadahlstrom
“ It’s simple, because all you have to do is remember that people are what matters. It’s hard, because you have to balance the manifold needs and wants of a whole range of people. ” @annadahlstrom
“ It’s simple, because all you have to do is remember that people are what matters. It’s hard, because you have to balance the manifold needs and wants of a whole range of people. ” - Adam Tinworth @annadahlstrom
@annadahlstrom
Even in our “groups” we’re massively different www.flickr.com/photos/dahlstroms/4411448782/ @annadahlstrom
The story of #PlaneBae https://www.bbc.co.uk/news/world-44820886 @annadahlstrom
We should want to turn the page in our users’ stories Photo by Prasanna@annadahlstrom Kumar on Unsplash
Less users & customers More humans & people @annadahlstrom
Every person have their own story Photo by Anna Dziubinska on Unsplash @annadahlstrom
As human beings we’re wired on story Photo by Tanner Larson on Unsplash @annadahlstrom
How do we make the users the true heros? Photo by Zhen Hu on Unsplash @annadahlstrom
The right story to the right people in the right way @annadahlstrom
“ The whole of a story is that which have a beginning, a middle and an end ” - Aristotle Image via Shutterstock @annadahlstrom
Structure is about what you’re going to tell your audience when @annadahlstrom
Source: www.khanacademy.org/partner-content/pixar/storytelling/story-structure/v/piab-storystructure @annadahlstrom
Source: www.khanacademy.org/partner-content/pixar/storytelling/story-structure/v/piab-storystructure @annadahlstrom
z Dramaturgy knowing how to apply & structure elements to tell a story @annadahlstrom
Three act structure PLOT POINT ONE inciting incident PLOT POINT TWO mid point climax confronts the main character tries to solve the problem but don’t yet have the skills the dramatic question is answered Act one Act two Act three Setup Confrontation Resolution @annadahlstrom
Source: http://www.openculture.com/2014/02/kurt-vonnegut-masters-thesis-rejected-by-u-chicago.html @annadahlstrom
The structure of a typical purchase journey Awareness Consideration PLOT POINT ONE 2. Starts to consider inciting incident confronts the main character Purchase PLOT POINT TWO 4. Makes a decision mid point tries to solve the problem but don’t yet have the skills
Map out the experience Awareness Purchase PLOT POINT ONE Delight Feel good Hygiene Consideration PLOT POINT TWO Reads a review PLOT POINT ONE Hears about it Act one Setup PLOT POINT TWO Decides to buy Receives it Looks it up inciting incident Post.. Does more research Compares it to similar products mid point Act two Confrontation Pays for it climax Act three Resolution
It’s about making the user the hero Photo by @annadahlstrom
Don’t forget their backstory & to follow up @annadahlstrom
In all good stories things happen for a reason www.flickr.com/photos/pulpolux/3692396234 @annadahlstrom
Everything has a (back)story https://www.flickr.com/photos/antmcneill/7824200774 http://www.boredpanda.com/funny-fake-book-covers-nyc-subway-prank-scott-rogowsky/
Don’t just plan for the ideal Awareness Purchase PLOT POINT ONE Delight Feel good Hygiene Consideration PLOT POINT TWO Reads a review PLOT POINT ONE Hears about it Act one Setup PLOT POINT TWO Decides to buy Receives it Looks it up inciting incident Post.. Does more research Compares it to similar products mid point Act two Confrontation Pays for it climax Act three Resolution
@annadahlstrom
“ I also accompany every page’s spreadsheet with a list of: • mindsets that users bring to these pages • tasks that the page can complete for users • goals that the page must fulfill for the organization ” - Josh Clark, big medium https://bigmedium.com/ideas/only-one-deliverable-matters.html @annadahlstrom
Usage welcomed. Attribution appreciated. Canvas for Consumer Endings and Off-Boarding. Transaction models Pay After, Pay Before, Scheduled Payment, Synchronous, Continuous Observation Created by Joe Macleod, Head of Endineering | Author of Ends. Joe@andend.co | www.andend.co @mrmacleod Consciously Connected to the rest of the experience through Emotional Triggers that are Actionable by the user in a Timely manner. Empowered? Transaction model establishes a power relationship. Consciously Connected. Emotional Triggers. How is there a thread between the beginning and the end of the consumer experience. How does the experience make the consumer feel? How does it encourage giving thanks? How does it encourage reflection? Actionable. It is important that consumer acknowledges the end. Providing an actionable ending helps the consumer feel involved and take responsibility. Timely. Lingering or unused products and services should be bought actively to an end. Reclaiming resources and reducing exposure of lingering data. Transparent? The transaction model establishes transparency and visibility to information. Ending types How will your consumer experience these types of endings? Death dates Expected lifespan of the product. This doesn’t mean the manufacturing capability, but how long the product or service is used actively by the user. Time Out Exhaustion /Credit Out Task / Event Broken / Lingering completion Withdrawal Proximity Style Services 2 week holiday, 3 year degree, Pay As You Go, Points on your driving license Parcel delivered, boiler fixed, concert watched. Break the contract. Leave the film early. An unused gym membership. Move outside of covered area. Writing letters. Rag&Bone man. Waiting Products Sell by Date Warranty Battery empty Used disposable items Product broken Non-fitting clothes. Old phones in draws. Items in storage Kindle Sliver Cross Pram Digital 1 year software subscription, Gems in Clash of Clans Game completed Provider has shut down, sold out, gone bust. App deleted yet service capturing data. Apple to Android GDPR and LA Times MySpace Facebook Examples Opportunity to leave Locked in or open? Ex. Netflix. Easy Gym. Neutralise Legislation ex. GDPR. Scope 3 emissions 7 day switch, etc. ex. Device dismantled? Data erased? Correct destination of materials? Aftermath target We would like the consumer to feel and say this about our service or product after they have left. The Ends Canvas by Joe Macleod andEnd. @annadahlstrom
What will make us successful is what will make the people successful @annadahlstrom
The aim of every story is to connect emotionally Photo by Fadi Xd on Unsplash @annadahlstrom
“ Historically, stories have always been igniters of action, moving people to do things. ” - Peter Guber www.flickr.com/photos/g-ratphotos/3404474275 @annadahlstrom
The decisions we make today affect tomorrow https://www.theatlantic.com/technology/archive/2019/02/when-kids-realize-their-whole-life-already-online/582916/ @annadahlstrom
“ We’re not just making pretty interfaces. We’re actually in the process of making an environment where we’ll spend most of our time, for the rest of our lives. We’re the designers. We’re the builders. What do we want that environment to feel like? What do we want to feel like.” - Wilson Minor http://www.flickr.com/photos/funch/4679422945/ @annadahlstrom
Thank you. Questions? @annadahlstrom @uxfika www.annadahlstrom.com www.flickr.com/photos/katerha/8435321969
Thank you. Questions? @annadahlstrom @uxfika www.annadahlstrom.com
We tend to talk about consumers, customers and users but the people we’re referring to are more than that. They are human beings with complex needs that influence their actions, or lack of the same.
In this practical session we’ll look at why we should think more broadly in terms of human experience (HX) and how purposeful storytelling can help define, design and deliver contextually relevant products and services that connect online and offline and make the user the true hero. https://www.inorbit.si/
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