A presentation at Webbdagarna in in Stockholm, Sweden by Anna Dahlström
HX & Storytelling Så Blir Användaren Den Verkliga Hjälten I Produktupplevelsen av Anna Dahlström | @annadahlstrom @uxfika Webbdagarna Stockholm, 19 March 2019 Photo by Gabriel Bassino on Unsplash @annadahlstrom
Det som ger oss succé är det som ger användarna succé @annadahlstrom
All project ser oftast ut lite såhär @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
“ Problem-solving is always messy, and most solutions are shaped by political agendas and resource constraints. The solutions that win out are not necessarily the best — they are generally those that are favored by the powerful or at least by the majority. ” -Natasha Iskander www.flickr.com/photos/g-ratphotos/3404474275 @annadahlstrom
Varning: Det som kommer är potentiellt upprörande för dem som har upplevt förlust @annadahlstrom
Såhär får det inte gå till Screenshot from @GIllian Brockell - https://twitter.com/gbrockell/status/1072589687489998848 @annadahlstrom
Screenshot from @GIllian Brockell - https://twitter.com/gbrockell/status/1072589687489998848 @annadahlstrom
Såhär bör det gå till Photo by @annadahlstrom
Det olyckliga slutet är en viktig del av produkt historien @annadahlstrom
Slut & “fel” är också möjligheter Photo by Jan Antonin Kolar 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
Även i våra “grupper” är vi väldigt olika Photo by Teemu Paananen on Unsplash @annadahlstrom
Historien om #PlaneBae https://www.bbc.co.uk/news/world-44820886 @annadahlstrom
Vi bör vilja vända sida i våra användares historia Photo by Prasanna@annadahlstrom Kumar on Unsplash
Mindre användare & kunder Mer människor & personer @annadahlstrom
Varje person har sin egen historia Photo by Sean on Unsplash @annadahlstrom
Historier är en del av att vara människa Photo by Tanner Larson on Unsplash @annadahlstrom
Hur sätter vi användaren i fokus av product upplevelsen Natasha Iskander @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
Struktur handlar om vad du berättar för din publik och när du berättar det @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 Dramaturgi hur man bygger upp en berättelse rent strukturellt på ett ändåmålsenligt sätt @annadahlstrom
Tre akts modellen VÄNDPUNKT 1 VÄNDPUNKT protagonisten konfronteras Point of no return försöker lösa problemet men har ännu inte det som krävs Konfliktförlösning Akt 1 Akt 2 Akt 3 Anslag Anslag & presentation Fördjupning & konfliktupptrappning “dramatic question” besvaras Konfliktförlösning & avtoning @annadahlstrom
Source: http://www.openculture.com/2014/02/kurt-vonnegut-masters-thesis-rejected-by-u-chicago.html @annadahlstrom
En typisk köp produktslivscykel Awareness Consideration VÄNDPUNKT 1 2. Börjar överväga Anslag protagonisten konfronteras Post.. VÄNDPUNKT 4. Bestämmer sig Point of no return försöker lösa problemet men har ännu inte det som krävs
Kartlägg produktupplevelsen Feel good Delight Awareness Consideration PLOT POINT ONE Post.. PLOT POINT TWO Läser en review Vändpunkt Purchase Vändpunkt Bestämmer sig för att köpa Mottar produken Vill veta mer Hygiene Jämför alternativ Hör talas om produkten Gör research anslag Akt 1 Anslag & presentation Betalar point of no return Akt 2 Fördjupning & konfliktupptrappning klimax Akt 3 Konfliktförlösning & avtoning
Det handlar om att göra användaren till hjälte Photo by @annadahlstrom
“ If we want readers to have a vibrant mental image of our characters, we have to spend some time in the dark room. ” - Chuck Sambuchino https://commons.wikimedia.org/wiki/File:Dark_room.jpg @annadahlstrom
Glöm inte deras bakgrundshistoria & att följa upp @annadahlstrom
Saker händer av en anledning i alla bra historier Photo by Will O on Unsplash @annadahlstrom
Allting har en (bakgrunds)historia https://www.flickr.com/photos/antmcneill/7824200774 http://www.boredpanda.com/funny-fake-book-covers-nyc-subway-prank-scott-rogowsky/
“ 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
Kartlägg & planera för mer än det optimala Feel good Delight Awareness Consideration PLOT POINT ONE Post.. PLOT POINT TWO Läser en review Vändpunkt Purchase Vändpunkt Bestämmer sig för att köpa Mottar produken Vill veta mer Hygiene Jämför alternativ Hör talas om produkten Gör research anslag Akt 1 Anslag & presentation Betalar point of no return Akt 2 Fördjupning & konfliktupptrappning klimax Akt 3 Konfliktförlösning & avtoning
@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
Och inte minst varför? Photo by calvin chou on Unsplash @annadahlstrom
https://vk.com/piterskii_punk_wall?w=wall-93024376_4409 @annadahlstrom
Vi måste våga ta ansvar https://bigmedium.com/ideas/only-one-deliverable-matters.html @annadahlstrom
Det som ger oss succé är det som ger människor succé @annadahlstrom
Målet med varje berättelse är att skapa en emotionell anknytning Image from Google xxx @annadahlstrom
“ Historically, stories have always been igniters of action, moving people to do things. ” - Peter Guber www.flickr.com/photos/g-ratphotos/3404474275 @annadahlstrom
De beslut vi tar idag påverkar morgondagen https://www.theatlantic.com/technology/archive/2019/02/when-kids-realize-their-whole-life-already-online/582916/ @annadahlstrom
Hur känns det om vi ser till det helt primitiva? Photo by Andre Mouton on Unsplash @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
Tack. Frågor? @annadahlstrom @uxfika www.annadahlstrom.com www.flickr.com/photos/katerha/8435321969
Tack. Frågor? @annadahlstrom @uxfika www.annadahlstrom.com
Vi måste tänka bredare än bara användare och kunder. Hur passar de produkter och tjänster vi jobbar med in i människors liv? Hur påverkar de deras liv?
UX-designern Anna Dahlström, coach och grundare av UX Fika, lyfter begreppet ”purposeful storytelling” och delar med sig av metoder för att få användarna att bli de verkliga hjältarna i produktupplevelsen. Många exempel och användbara knep!
https://webbdagarna.se/event/stockholm/program/#program-row-12
for free. You
can too.