Storytelling for product design UXindia2017

Storytelling 
for product design Mario Van der Meulen
Valerie Oon
•
•
Principal Designer
Consultant
A Foolproof Singapore workshop
UXIndia 2017 • November 2017

why, hello!
UXIndia 2017 • November 2017 • Storytelling for Product Design

in the next few hours…
the mindset
the practice
the problem

you, at the end  
of this workshop
story
(promise!)

we work  
at an experience design agency
awesome
foolproof.co.uk 
foolproof.com.sg 
@Foolproof_UX

above all,  
we are storytellers

the success of our work  
often depends  
on our skills as storytellers
key insight -

the key metric of success in
storytelling, is your audience’s
ability to repeat it
key learning -

we’re here to help!
Fear not -

building better stories
How to get awesome at -

every memorable story
has a structure
learning -

it’s called a ‘story arc’

a story arc uses three components
the character 
the context 
the conflict

story arc
intro
increasingly  
rising action
conflict
rapidly
defused tension
resolution
climax!

story arc
Once upon a time there was…
every day, …
one day …
because of that, …
because of that, …
until ﬁnally …
rule 4 of Pixar’s 22 rules of story
recap -

how and when  
do we use story in UX?
question -

user story
user scenario
in general -

“At its core,  
a user story describes something
that the user wants to accomplish
by using the software product”
UXbooth.com -

“A user scenario is the fictitious
story of a user, accomplishing an
action or goal via a product”
interaction-design.org -

“As a (role) I want (something) so
that (benefit)”
persona
task, action
goal, objective
both use this as a framework -

As a…
I want…
so that…
…facilitator
…add new events
…I can grow my business
in general -

As a…
I want…
so that…
…facilitator
…add new events
in general -
a persona!
…facilitator

As a…
I want…
so that…
…facilitator
…add new events
in general -
a task!
…add new events

As a…
I want…
so that…
…facilitator
…add new events
in general -
a goal!

job done?
add event

too often, a user story will focus
only on the how and  
the what of a product
the problem -

now, what if…

As a…
I want…
so that…
…coordinator
…add new events
Valerie,
to plan a new workshop event
my participants can  
become so good at storytelling,  
their work and careers will take off!

…coordinator
…add new events
As a…
I want…
so that…
Valerie,
Understand who Valerie is, how she
works, feels, thinks.  
We want to feel empathy for Valerie.

…coordinator
…add new events
As a…
I want…
so that…
Valerie,
Describes Valerie’s intent, not the feature 
she uses. What is Valerie’s quest? What is
the Why? Describing a UI part here
means you are missing the story!

…coordinator
…add new events
As a…
I want…
so that…
Valerie,
What is Valerie’s immediate desire? Is there a
big problem that needs solving? What kind of
benefit or purpose can we achieve here?

As a…
I want…
so that…
…coordinator
…add new events
Valerie,
a character 
a context 
a conflict

suddenly,
this sounds a lot more promising!

a character a context a conflict

understand your persona 
from inside out,  
and outside in what he or she feels, 
thinks, and sees
how he or she is seen 
and perceived by others 
(including yourself)
what you want to get out of defining a Character

how does the product 
or service fit within 
their daily lives?
where and how does your character  access your app/site? At work, at home, or perhaps in a coffee shop?
what is going through  
your character’s mind?
what you want to get out of defining a Context

how are the uncertainties, 
or other issues,  
felt and experienced  
by your character?
put yourself in their shoes 
imagine what they went through
what you want to get out of defining a Conflict

- descriptive: write down what you observe
- Inferential: use inference to describe observations 
(e.g. “because of xx and yy,  
anything zz will be a frustration”)
- Evaluative: form a statement from the inference 
and observed behaviour (e.g. “character will 
have a positive relationship with xx”)
note taking tips

synthesis
let’s develop the story components

- establish character and key scenes
- write out the motivations and concerns
- overlay these with emotions, actions, thoughts
key activities in the synthesis of Character
can we feel the empathy  
for your character?

- re-establish character and their key scenes  
in their daily lives
- write out the ‘aha’ moments
- think about the character’s purpose and influences  
and how this can inspire or engage
key activities in the synthesis of Context
is it clear and concise?

- see this with the eyes and mind  
of your character
- write out the ‘oh-no’ moments
- consider the use of anecdote and reflection
key activities in the synthesis of Conflict
did you capture and clarify  
what you are trying  
to solve or inspire?

remember, 
stories need to deliver
a big idea
an inspiration
a key message
…

stories need to be compelling 
and memorable  
to your audience
a co-worker 
a client and their bosses
a groups of teams
a conference audience 
…

memorable stories 
use a plot
a beginning
overcoming obstacles
resolution
the new normal

“make me believe your tensions,
and I will commit to  
your resolution”
key insight -

I want to tell a story about…
to…
so that I/they can…
foundational framework to adapt your story  
to both audience and objective
[theme]
[audience]
[action]

stories are a method  
of building a shared  
understanding and 
empathy , and not  
merely an outcome
Main take-away

storytelling will open 
up user stories 
to more possibilities
Main take-away

with a balance of 
empathy and  
responsibility, 
innovation will be 
meaningful
Main take-away

why does  
story matter?
the theory part

it all boils down to this

we feel faster 
than we think

facts vs fiction -  
a neuroscience view

your brain’s response
to facts

your brain’s response
to facts to fiction

it is called 
neural coupling and mirroring

we know this better as 
empathy

far too often, a user story 
will focus on executing only

product opportunity and  
value proposition are lost

what are the signs  
that the story is weak or missing?

symptoms of a missing or weak story
PRODUCT
- Scope creep
- Extended timeline
- Over budget
- Scope reduction
TEAMS
- Feature focussed
- Burn out
- Declining passion
- Growing frustration
USERS
- Confused
- Slow/hard to adopt
- No adoption
- No word of mouth

make the story matter
always
key insight -

supplement user stories with a
story arc, so that these can inform
more than just the utility
key insight -

WHY WHAT HOW
story/problem solution
Product Development Timeline

story/problem
solution
Product Development Timeline
WHAT HOWWHY

principles for designing  
experience in a story
- personas are characters- Journey mapping is a plot arc- stakeholder engagement is performance - we are all each other’s audience
key learning -

Mario Van der Meulen
thank you!
Valerie Oon
•
•
Principal Designer
Consultant
Foolproof Singapore

Storytelling for product design UXindia2017

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