The Hero's Journey Framework for UX Analysis and Design

YOUR USER IS A HERO
THE MONOMYTH & USER EXPERIENCE DESIGN
MATT EDWARDS @ASTRONAUTPNGUIN MN WUD 2014
#HEROSJOURNEY

YOUR USER IS A HERO
• Analysis vs. Syntheis
• What’s a “Hero’s Journey”?
• Why should I care?
• Using Critical Theory
• What’s a “Story Circle”?
• Case Studies
• Q+A
@ASTRONAUTPNGUIN MN WUD 2014

THE HERO’S JOURNEY
A CRITICAL FRAMEWORK FOR ANALYSIS

ANALYSIS
Separation of a whole into
its component parts.

(HERO)
THE ORDINARY WORLD

(TRICKSTER)
(HERALD)
THE CALL TO ADVENTURE

REFUSAL OF THE CALL

MEETING THE MENTOR
(MENTOR)

CROSSING THE THRESHOLD
(THRESHOLD GUARDIANS ERRY-WHERE)

TESTS, ALLIES, AND ENEMIES
(ALLY)
(SHAPESHIFTER)

THE APPROACH
(NOT A MOON)

(THE SHADOW)
THE ORDEAL

THE REWARD
(THE TREASURE)

(THRESHOLD GUARDIANS)
THE ROAD BACK

(PORKINS)
THE RESURRECTION

(FORCE = ELIXIR)
RETURN W/ THE ELIXIR

SO WHAT?

WHO IS YOUR USER TODAY?

WE DESIGN ECOSYSTEMS
OUR “USERS” ARE PARTS OF THAT ECOSYSTEM

USERS PLAY DIFFERENT ROLES AT DIFFERENT TIMES

USERS OFTEN NEED TO COOPERATE IN THOSE SYSTEMS

CRITICISMS
DETAILS ARE EVERYTHING

ETHNOCENTRISM

HETERONORMATIVITY
@ASTRONAUTPNGUIN z
MN WUzD 2014

THIS
HAPPENS
A LOT.
EVEN WHEN WE
RESEARCH.

THE REWARD?
“HI, I’M AN OBJECT IN THIS STORY.”

ENGAGEMENT DEMANDS INCLUSIVENESS

YOUR VALUES IMPACT YOUR DESIGNS
WHETHER YOU ACKNOWLEDGE IT OR NOT.

SO, WHAT DO WE DO?
WE LEVERAGE CRITICAL THEORY.

THIS MAN IS AN AMERICAN TREASURE

THE “HERO’S JOURNEY” IS A CRITICAL LENS.

ARCHETYPAL
HISTORICAL
STRUCTURALISM
CRITICAL LENSES PROVIDE NEW PERSPECTIVES
BUT NO LENS IS ALL-ENCOMPASSING.
PSYCHOANALYTIC READER-RESPONSE
FEMINIST
MARXIST
NEW CRITICISM
DECONSTRUCTION

CRITICISMS ARE NOT DEALBREAKERS
IDENTIFY SHORTCOMINGS AND ADJUST

HARMON’S “STORY CIRCLE”
A GENERATIVE FRAMEWORK FOR SYNTHESIS

SYNTHESIS
The combination of parts
so as to form a whole.

(#SIXSEASONSANDAMOVIE)

#SIXSEASONSANDAMOVIE

THE STORY CIRCLE
1
3
8
6 4
5
7
2

THE STORY CIRCLE
1
3
8
6 4
5
7
2
1. A CHARACTER IS IN A ZONE OF
COMFORT
2. BUT THEY WANT SOMETHING
3. THEY ENTER AN UNFAMILIAR
SITUATION
4. ADAPT TO IT
5. GET WHAT THEY WANTED
6. PAY A HEAVY PRICE FOR IT
7. THEN RETURN TO THEIR FAMILIAR
SITUATION
8. HAVING CHANGED

A CHARACTER IS IN A ZONE OF COMFORT
BUT THEY WANT SOMETHING
THEY ENTER AN UNFAMILIAR SITUATION
ADAPT TO IT
GET WHAT THEY WANTED
PAY A HEAVY PRICE FOR IT
THEN RETURN TO THEIR FAMILIAR SITUATION
HAVING CHANGED

WHEN YOU
HAVE A NEED
YOU GO SOMEWHERE
SEARCH FOR IT
FIND IT
TAKE IT
THEN RETURN
HAVING CHANGED

YOU
NEED,
GO
SEARCH,
FIND,
TAKE,
RETURN
CHANGED.

YOU NEED,
RETURN
CHANGED
FIND, TAKE, GO SEARCH,

DESIGNING WITH NARRATIVE
DATA ANALYSIS AND SYNTHESIS

Q: WHEN IS THIS USEFUL?
A: YES

WORKSHOPS

RESEARCH PLANNING

DATA SYNTHESIS

EXPERIENCE STRATEGY

FEATURE DEVELOPMENT

SOCIAL MEDIA STRATEGY

COMMUNITY-CENTERED DESIGN

CONSIDER DUALITIES
REFLECTING
ACTING
CONCRETE ABSTRACT

CONSIDER DUALITIES
REFLECTING REFLECTING
ABSTRACT
CONCRETE
ACTING ACTING
CONCRETE ABSTRACT

YOUR USER IS A HERO
1. JOSEPH CAMPBELL’S “MONOMYTH”
• STRUCTURE
• CRITICISMS
2. DAN HARMON’S “STORY CIRCLE”
• STRUCTURE
• THEMATIC DUALITIES
3. DESIGNING WITH NARRATIVE
• USE CASES

I HAVE A
QUESTION
I DECIDE
TO ASK
EVERYONE
BENEFITS
I ASK THE
QUESTION

ADDITIONAL RESOURCES
INFORMATION
1. JOSEPH CAMPBELL - “THE HERO
WITH A THOUSAND FACES” - LINK
2. CHRISTOPHER VOGLER - “THE
WRITER’S JOURNEY” - LINK
3. DAN HARMON, CHANNEL 101 -
“STORY STRUCTURE” TUTORIALS -
LINK
CONTACT
EMAIL: MEDWARDS@NERDERY.COM
TWITTER: @ASTRONAUTPNGUIN

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