Crafting the Experience: Mapping the Story to Get from Ideas to Output
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Crafting the Experience: Mapping the Story to Get from Ideas to Output
- 1. STORYMAPPING THE EXPERIENCE DONNA LICHAW GREATNORTHELECTRIC.COM @DLICHAW LIS HUBERT ELISABETHHUBERT.COM @LISHUBERT
- 2. TODAY’S AGENDA Why story? How stories work Developing your stories Applying stories Rules of thumb
- 3. INTRODUCTIONS Who you are What you do Why you are in this workshop
- 11. Rising Action Inciting Incident or Problem Hero Goal Exposition
- 12. Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis
- 13. Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis
- 14. Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
- 15. End Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
- 17. 3STORIES
- 18. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
- 19. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
- 21. Goal Met Who Goal Value & Competitive advantage Problem Product Name Market Category Takeaway Competition
- 23. CommunicateCommunicate The best way to communicate Works like magic 3-in-1 Smartphones Suck iPhone Smartphone Want Don’t want Usability iPod Phone
- 24. CONCEPT STORIES Who a product is for Why someone would use it What a product is How it’s better than the competition ORIGIN STORIES
- 25. CONCEPT STORIES Who a product is for Why someone would use it What a product is How it’s better than the competition ORIGIN STORIES } Target market Problem space Product definition Value proposition/Competitive advantage
- 27. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
- 28. Goal met Who Goal Why they should care problem solved Problem Trigger Painpoint Discover product Action Word of mouth Paid advertising Google search App store Other channels/touchpoints Acquisition Activation Conversion Awareness Measureable Homepage Landing page App store Email Ad } Resistance
- 30. Collect & Share Collect images Share images Visual collecting & sharing! It’s a pain Discover Pinterest Sign up Homepage Landing page App store Email Ad Eh
- 32. CONCEPT STORIES ORIGIN STORIES Who a product is for Why someone would want to use it How they will discover the product What value/affordances someone should see What action(s) they should take
- 33. CONCEPT STORIES ORIGIN STORIES Who a product is for Why someone would want to use it How they will discover the product What value/affordances someone should see What action(s) they should take } Target market Problem space Acquisition funnels, Mktg, SEO Requirements, Copy, Assets CTA(s)
- 34. Sign up Collect and share something
- 35. Sign up Collect and share something
- 36. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
- 37. Goal Met Who Goal Solve Problem Experience Value Problem Incentive CTA Flow Finish Flow Impediment Sign up Payment Funnel drop-off (metrics) Mental hurdles Boredom Lack of value Usability
- 39. Rising Action
- 40. Rising Action
- 41. Rising Action
- 42. Crisis
- 43. Climax
- 44. Falling Action
- 45. End
- 46. Home In the KnowWant To Be In the Know Access + Membership Friends Are Here? Sign up Onboarding Flow Finish Flow Boredom Lack of value
- 47. MICRO-STORIES AND HABIT LOOPS
- 48. Hours 1 2 3 4 5 6 ∞ Days Months Years LONG-TERM ENGAGEMENT
- 49. EXERCISE Goal Met Who / Goal Value & Competitive advantage Problem Product Name Market Category Takeaway Competition GREATNORTHELECTRIC.COM } Concept Story
- 50. EXERCISE } Usage Story Goal MetWho Goal Solve Problem Experience Value Problem Incentive CTA Flow Finish Flow Impediment Sign up Payment Funnel drop-off (metrics) Mental hurdles Boredom Lack of value Usability
- 53. NOW WHAT?
- 55. AGENDA ‣ Insert Chapter Titles 55
- 56. AGENDA ‣ Insert Chapter Titles 56
- 57. AGENDA ‣ Insert Chapter Titles 57
- 58. AGENDA ‣ Insert Chapter Titles 58
- 59. AND…?
- 60. Meet User Expectations Make Community more engaging Enhance Competition Enhance Identity & Personalize Content
- 63. RULES OF THUMB Stories are character-driven Characters are goal-driven Conflict is key Goals are measurable Goals can change
- 64. WHAT IS THE STORY?