“Let me tell you a story….” – Storytelling, one of the most powerful ways to convey messages and a basic human need.
The workshop explores the role of storytelling in digital service design. With the constant rise of new emerging technologies, new challenges arise impacting various areas of design. Allowing for non-linear and more continuous experiences, the user is empowered to alter the course of the narrative and the way content is experienced and explored.
The static world of websites and apps is challenged by new technologies such as Google Cardboard, Oculus Rift, and connected devices, all of which require the creation of continuous, multi-routed storylines that Occulusinteraction Design is crafting and orchestrating, as interaction allows the user to be more deeply involved with the content the story thereof. Instead of presenting a linear feature, the user can follow various characters and affect the outcome of the story. This results in more dynamic stories and outcomes, captivating the user and enhancing the user experience.
A co-creation with Maria Lumiaho and Suvi Numminen, at Futurice.
2. LEANSERVICECREATION
Agenda
• 2.00 – 2.20 INTRO
• 2.20 – INSPIRATION / GROUP WORK
• Part 1 – Service Concept & Controlling Idea
• Part 2 – Hero
• 3.30 Break
• 3.40 – INSPIRATION / GROUP WORK
• Part 3 – Narrative
• Part 4 – Design Elements
• Part 5 – Group Presentation Prep
• 4.50 Break
• 5 – 6 PRESENTATIONS & WRAP UP
5. We create
digital services
for people to love
Creating a culture
that makes
innovation happen
Discovering and
designing new
digital services
Developing, scaling
and operating
digital services
7. LSC is a multi-disciplinary way of working that
maximizes the probability of creating
successful digital services
Lean
Service
Creation
8. LSC$SLIDE$HERE
SERVICE VISION SPRINT
TEAM :
Business / Technology
Design / End-Users
BUSINESS
NEED
Improve
Improve
Improve
LEAN SERVICE CREATION PROCESS
FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT GROWTH HACKING
Days to Weeks Weeks to Months Months to Years
NEW IDEAS
SERVICE
VISION
MVP
TO
LAUNCH
12. Design team
Complex problems require broad thinkers and doers.
45 multi-disciplinary designers (business design, service design, concept
design, brand design, UX/UI design, visual design, sound design.
SERVICE DESIGN LEAD
Maria Lumiaho
maria.lumiaho@futurice.com
@marialumiaho
SENIOR SERVICE DESIGNER
Jane Vita
SENIOR SERVICE DESIGNER
Suvi Numminen
suvi.numminen@futurice.com jane.vita@futurice.com
@janevita
13. THINK ABOUT THE
SERVICES &
PRODUCTS YOU USE
Are there any that you …
Are happy to pay a premium for even
though another product would do the
same job just fine?
Go on and on about to your friends and
don’t understand why they don’t want
to use it, too?
Are happy to use even if it doesn’t
always work perfectly?
21. LEANSERVICECREATION
ALSO A DISCLAIMER
Does not replace other service design
methods, but useful as an additional lens
Requires seamless collaboration between
branding, service design & UX/UI design
22. Why we care about
storytelling
in digital Service Design?
Storytelling
is all about
experiences
Storytelling about &
inside the services
we create
Who doesn’t
like a good
story?
27. A GOOD STORY
Has a clear reason to exist
Makes a statement about the
world
Resonates with people who
share those beliefs
From
“Story” by Robert McKee &
“Start With Why” by Simon Sinek
30. Example:
The Lion King
VALUE
+
Evil is defeated
when you come to terms with
your past and take responsibility
CHANGE IN VALUE
CAUSE
Structure of a controlling idea from “Story” by Robert McKee
31. +
Example:
The Lord of the Rings
VALUE
Peace is restored
when ordinary people have
courage
CHANGE IN VALUE
CAUSE
Structure of a controlling idea from “Story” by Robert McKee
33. Example:
Apple
VALUE
Life is more enjoyable
when you do things
differently
CHANGE IN VALUE
CAUSE
Structure of a controlling idea from “Story” by Robert McKee
35. Should be based on customer
insight & brand design
Should be universal enough to
be understood by most
people
Flexible enough to turn into a
service, movie, game,
whatever!
Should be able to start a good
conversation over beer
Qualities of
good controlling
ideas
37. LEANSERVICECREATION
Story is not interesting without conflict
Different levels of antagonistic forces try to
win over the positive value
From “Story” by Robert McKee
38. For example:
Wisdom as the core value
Positive value
Wisdom
Lack of positive value
Stupidity disguised
as wisdom
Negative value Worst of the worst
Ignorance Stupidity
From “Story” by Robert McKee
39. For example:
Love as the core value
Positive value
Love
Lack of positive value
Self-loathing
Negative value Worst of the worst
Indifference Hate
From “Story” by Robert McKee
40. Positive value
Justice
Lack of positive value
Injustice
disguised as
justice
Negative value Worst of the worst
Unfairness Injustice
For example:
Justice as the core value
From “Story” by Robert McKee
42. LEANSERVICECREATION
The controlling idea & changes in value act
as the core of the service
When designing any aspect, ask
“does this support the controlling idea?”
43. LEANSERVICECREATION
If the controlling idea is expressed clearly
enough, it will resonate very strongly with users
à users loving the service
(even if they can’t tell why)
51. Crucial to know your users
when defining the hero
User’s role should be
communicated clearly to
them (marketing, landing
pages, onboarding)
The user must identify with
the adventure the service is
presenting
‘Who am I?’
52. Customers in Disneyland
are called ‘guests’
The personnel is the ‘cast’
who work ‘onstage’
What you call your
customers can make a
subtle difference
Example:
Disneyland
From “Be Our Guest” by Theodore B. Kinni“
53. Who is the user when
using this service?
“Who am I?”
57. LEANSERVICECREATION
Agenda
• 2.00 – 2.20 INTRO
• 2.20 – INSPIRATION / GROUP WORK
• Part 1 – Service Concept & Controlling Idea
• Part 2 – Hero
• 3.30 Break
• 3.40 – INSPIRATION / GROUP WORK
• Part 3 – Narrative
• Part 4 – Design Elements
• Part 5 – Group Presentation Prep
• 4.50 Break
• 5 – 6 PRESENTATIONS & WRAP UP
61. EXAMPLE CONTROLLING IDEA FOR A RECIPE SERVICE:
“Life’s more fun when you can improvise and let go of fear of failing”
WHAT IS ENCOURAGED?
Experimentation
Replacing ingredients (suggestions
on/off)
Sudden changes while cooking
Stumbling upon new recipes
Sharing the experience, giving new
ideas to others
Sharing and celebrating failures, too
(hall of fame of bad/failed recipes)
Fixing bad recipes, submitting your
own version
Seeking ideas from others (“what
would you do with this?)
WHAT IS DISCOURAGED /
NOT ALLOWED
MORE POSSIBILITIES
Following recipes strictly
Rating a recipe as good or bad
(or stars etc.)
Specific measurements in recipes
Live-streaming while cooking: taking
suggestions on the go from the
crowd
Recipes branching out with different
variations
Weekly challenges with mystery
ingredients or theme
Rating recipes based on how many
new ideas you got
Recipe rating based on how many
new ideas you get from it
Become a master of an ingredient
(master of potato etc.)
Different levels of recipes based on
how vague vs. specific they are
68. EXPOSITION
EXPOSITION
Introducing the protagonist, the world
& status quo of the controlling idea
Combining elements from “Story” by Robert McKee, Joseph Campbell’s Hero’s Journey and Gustav Freytag’s Freytag's Pyramid
69. EXPOSITION
INCITING INCIDENT
INCITING
INCIDENT
Accepting a call to adventure à
suddenly everything changes
Entering a different world
There’s no way back to the old
Combining elements from “Story” by Robert McKee, Joseph Campbell’s Hero’s Journey and Gustav Freytag’s Freytag's Pyramid
71. EXPOSITION
RISING ACTION
INCITING
INCIDENT
Battle over the winning value gets more intense
Being constantly surprised & feeding curiosity
Showing affordances and foreshadowing
RISING ACTION
Battle over the winning value gets more intense
Being constantly surprised & feeding curiosity
Showing affordances and foreshadowing
Providing breaks, too
Combining elements from “Story” by Robert McKee, Joseph Campbell’s Hero’s Journey and Gustav Freytag’s Freytag's Pyramid
77. Queuing areas in
theme parks are
designed to
deepen the story
They can also
help to build
excitement for
the ride
78. EXPOSITION
CLIMAX
INCITING
INCIDENT
RISING ACTION
The most dramatic moment, biggest conflict
It all leads to this
Inevitable, but must also be a choice
Can’t go back
CLIMAX
Combining elements from “Story” by Robert McKee, Joseph Campbell’s Hero’s Journey and Gustav Freytag’s Freytag's Pyramid
79. EXPOSITION
RESOLUTION
INCITING
INCIDENT
RISING ACTION
Everything is different
Showing how the
world has changed
Wrapping things up,
removing confusion
CLIMAX
RESOLUTION
Combining elements from “Story” by Robert McKee, Joseph Campbell’s Hero’s Journey and Gustav Freytag’s Freytag's Pyramid
80. LEANSERVICECREATION
Introducing the protagonist, the world
& status quo of the controlling idea
Accepting a call to adventure à
suddenly everything changes
Entering a different world
There’s no way back to the old
Battle over the winning value gets more intense
Being constantly surprised & feeding curiosity
Showing affordances and foreshadowing
Providing breaks, too
The most dramatic moment, biggest conflict
It all leads to this
Inevitable, but must also be a choice
Can’t go back
Everything is different
Showing how the
world has changed
Wrapping things up,
removing confusion
INCITING
INCIDENT
CLIMAX
EXPOSITION
STRUCTURE OF THE STORY
RISING ACTION
RESOLUTION
Combining elements from “Story” by Robert McKee, Joseph Campbell’s Hero’s Journey and Gustav Freytag’s Freytag's Pyramid
83. BUILDING BLOCKS OF IMMERSIVE WORLDS
THEMES &
CONCEPT
ASSOCIATIONS
COLOR
CONTRAST &
VALUE
SHAPE,
COMPOSITION,
FOCUS
MOTION JUICINESS
All aligned with the controlling idea
85. EXPLORING THEMES
& CONCEPT
ASSOCIATIONS
1) What concepts, ideas &
themes help make the
controlling idea more
concrete?
2) What design motifs and
symbols represent the theme
& associations?
From “The Immersive World Handbook” by Scott Lukas
86. Example for the recipe service with the controlling idea of
“LIFE’S MORE FUN WHEN YOU CAN IMPROVISE AND LET GO OF FEAR OF FAILING”
CONCEPT
IDEAS
MOTIF
IDEAS
Experimentation
Laboratory (but
not clinical)Explosions
Smoke, burning
Sprinkles
(exploding)
Excitement
Joy
Surprises
Mystery
present
Mystery
Thinking on
your feet
Living in the
moment
Laughing at
yourself
Ingredients
Weird toolsPrototypes
Nothing is ever
final/done
Bad ideas
Celebration
A world of
possibilities
Makeshift
workspace
Unconventional
materials, texture
Piles, mess
Branching out,
branches
Stirring, whisks
Veggies etc. that
are not perfect
94. Building a mood
visually
(composition, fonts,
etc.)
http://www.zevendesign.com/
mood-lines-giving-designs-
attitude/
Originally from “Landscape
Architecture” by John Ormsbee
Simonds
95. Using scale & mass to
create sense of awe
and attract you
towards something
Scale, composition, focal points
From “The Immersive World Handbook” by Scott Lukas
97. LEANSERVICECREATION
MEANING OF MOTION
Examples
From “Landscape Architecture” by John Ormsbee Simonds
HORIZONTAL MOTION
Easy
Free
Visually interesting
Easy to control
Effortless movement
DOWNWARD MOTION
Hiding, digging in
Confinement
Protection
Privacy
Minimal effort
UPWARD MOTION
Exhilarating
Sense of accomplishment
Going up in life
Detachment from earthly things
Command, higher ground
99. LEANSERVICECREATION
ENGAGE AS MANY SENSES AS POSSIBLE WITH SOUND,
TEXTURE, SMELL, TASTE, TEMPERATURE, BALANCE, ETC.
REMEMBER THAT DIGITAL SERVICES HAVE A ‘FEEL’ TO
USING THEM, TOO
100. Some things feel
good to use and
fiddle with.
Different types of
feedback make
them feel ‘juicy’ to
use.
101. Juiciness in action:
‘Game Feel - Why
your death
animation sucks’
https://www.youtube.com/
watch?v=pmSAG51BybY
More in “Game Feel: A Game
Designer's Guide to Virtual
Sensation” by Steve Swink
105. LEANSERVICECREATION
Agenda
• 2.00 – 2.20 INTRO
• 2.20 – INSPIRATION / GROUP WORK
• Part 1 – Service Concept & Controlling Idea
• Part 2 – Hero
• 3.30 Break
• 3.40 – INSPIRATION / GROUP WORK
• Part 3 – Narrative
• Part 4 – Design Elements
• Part 5 – Group Presentation Prep
• 4.50 Break
• 5 – 6 PRESENTATIONS & WRAP UP