Prepared for 2014 iMedia Brand Summit @rickstarbuck ...
The Convergence of UX and Storytelling Prepared for 2014 iMedia Brand Summit
@rickstarbuck
@adamkleinberg
SVP User Experience
CEO/Co-Founder
Bank of America
Traction Ad Age 2013 Small Agency of the Year West Region, Silver
!
Once upon a time...
INSPECTOR KURT KRONER DID.
DOT BOOM!
DOT BOOM
TASTES GREAT.
PSYCHOLOGY + TECHNOLOGY BRAND EXPERIENCE
PSYCHOLOGY + TECHNOLOGY BRAND EXPERIENCE
WHY STORYTELLING + UX?
DIGITAL EMPOWERMENT
+ !
ECONOMIC SUPER-PRESSURE
DIGITAL EMPOWERMENT
+ !
ECONOMIC SUPER-PRESSURE
ROI
WILL CLICK FOR CHEESE.
YOUR BRAND is a COMMODITY.
PERSONAS USE CASES SITE MAPS WIREFRAMES
emotion?
Perception Persuasion Motivation Desire
“ 50% OF WHAT WE SHOULD BE DOING FOR BRANDS IS NOT “ PREDICTABLY QUANITFIABLE. Scott Bedbury, former CMO of Nike and Starbucks
BRING VALUE OR DIE.
UX, GOING UP. !
ADVERTISING, GOING DOWN.
RATIONAL
RATIONAL
EMOTIONAL
HUMANS RESPOND TO STORIES. “Good stories make a concept visual, tangible and personal” —Susan Weinschenk
NEW EXPECTATIONS.
NEW TOOLS.
NEW BROWSERS.
NOT AN IDIOT.
BRAND ENGAGEMENT.
INVISIBLE ISN’T ENOUGH.
BUILT FOR ___?
WHERE have companies
steered the UX ship?
Pinterest copycat.
Pinterest copycat. Social shopping.
Pinterest copycat. Social shopping. Vacuums?
Pinterest copycat. Social shopping. Vacuums? Hey girlfriend!
Pinterest copycat. Social shopping. Vacuums? Hey girlfriend! Apps?
Pinterest copycat. Social shopping. Vacuums? Hey girlfriend! Apps? Random questions?
Pinterest copycat. Social shopping. Vacuums? Hey girlfriend! Apps? Random questions?
FEATURE VOMIT
TELLING STORIES THROUGH UX
STORYTELLING TO ENGAGE
STORYTELLING PLATFORMS
E K FA
E K FA
39
39
STORYTELLING TO CONVERT
69%
>
UX
The Art of Storytelling TRACTION
>
UX
The Art of Storytelling TRACTION
WHAT YOU KNOW YOU DON’T KNOW. (KDKs) WHAT YOU DON’T KNOW YOU DON’T KNOW. (DKDKs)
THE STATUS QUO. The Situation Today Describe the status quo as it is today. What are some challenges you face? Are there things you know you don’t know (KDKs)? Things you don’t know you don’t know (DKDKs) that research could help bring to light? What are opportunities you could take advantage of? Places where you’re falling short or stages of your customer’s journey you are not addressing as well as you should? Are there places where you are talking at them that could be improved by making THEM the hero of the story?
WHO IS THE HERO YOU’RE TALKING TO?
WHO ARE YOU TALKING TO? Get to Know Your Customer The sketches below represent an average customer. We’ve decorated him to put together a picture of who a customer might really be—in this case, Adam. On the next page, you’ll create a picture of your customer. Get beyond demographics and really see her as a person, living inside their own “story” (a.k.a. their life).
FRESHLY SHAVED BALD HEAD
CREATIVE DIRECTOR GLASSES
READY FOR FOOTBALL! FIGHTING WITH 10-YR OLD OVER IPAD HER KATIE PERRY ON MY IPAD
FIGHTING WITH 8-YR OLD OVER LAPTOP CREEPER
YOUR TURN.
WHAT DOES SHE VALUE?
WHAT DO THEY VALUE? Currencies You Can Offer Think about the picture you’ve drawn of your customer. What are the things they value? What problems do they face? What motivates them? Understanding that allows you to
Individual
identify “currencies” that can deliver that value. Is there a cause they might want to help? Do the want status or perks? How could their lives be easier or more fun?
Moral
Economic
Need to do good
Need for material success
!
!
Pleasure
!
Collective
Need for enjoyment
Social
Tribal
Need for recognition
Need for community
!
Internal
!
External
STORYTELLING ARCHETYPES
STORYTELLING ARCHETYPES ‣ Overcoming the Monster - Defeating the pain point
STORYTELLING ARCHETYPES ‣ Overcoming the Monster - Defeating the pain point ‣ Rags to Riches - Help the downtrodden achieve success
STORYTELLING ARCHETYPES ‣ Overcoming the Monster - Defeating the pain point ‣ Rags to Riches - Help the downtrodden achieve success ‣ The Quest - The hero overcomes numerous odds
STORYTELLING ARCHETYPES ‣ Overcoming the Monster - Defeating the pain point ‣ Rags to Riches - Help the downtrodden achieve success ‣ The Quest - The hero overcomes numerous odds ‣ Voyage and Return - Thrust your hero in an atypical situation
STORYTELLING ARCHETYPES ‣ Overcoming the Monster - Defeating the pain point ‣ Rags to Riches - Help the downtrodden achieve success ‣ The Quest - The hero overcomes numerous odds ‣ Voyage and Return - Thrust your hero in an atypical situation ‣ Comedy - Introduce confusion that you help resolve
STORYTELLING ARCHETYPES ‣ Overcoming the Monster - Defeating the pain point ‣ Rags to Riches - Help the downtrodden achieve success ‣ The Quest - The hero overcomes numerous odds ‣ Voyage and Return - Thrust your hero in an atypical situation ‣ Comedy - Introduce confusion that you help resolve ‣ Tragedy - Illustrate the consequences of human fealty
STORYTELLING ARCHETYPES ‣ Overcoming the Monster - Defeating the pain point ‣ Rags to Riches - Help the downtrodden achieve success ‣ The Quest - The hero overcomes numerous odds ‣ Voyage and Return - Thrust your hero in an atypical situation ‣ Comedy - Introduce confusion that you help resolve ‣ Tragedy - Illustrate the consequences of human fealty ‣ Rebirth - Point out that there has to be a better way
PIE IN THE SKY. What If You Could Solve Anything? Great strategy connects the dots between what you do and why you do it. Brainstorm and come up with some ideas that allows you to deliver on the currencies your customer values, and helps you solve a challenge you identified with the status quo. Remember, people respond to stories!
responsive app thingy inspires creative in that by allowing them to design a color palette for the walls of their home customers A
A
that
.
customers
A
that
.
customers
A
that
.
customers A customers
.
that
.
SKETCH IT. What If You Could Do Anything? Draw a rough sketch of what the experience might look like. Keep it simple and don’t worry about details—we’re designing a framework for an experience, not the end result. Just come up with a high level view like we’ve done in the example below. We’ve provided a bunch of pages for you to sketch on so don’t worry about messing up or getting it “right.”
COLOR PALETTE APP THINGY!
PRESS A COLOR TO ADD TO PALETTE SWIPE to SEE OTHER COLORS
SWIPE
FB TW PI
SHARE YOUR “STORY” BUTTONS!
YOUR TURN.
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
YOUR TURN. ‣ Overcoming the Monster
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
YOUR TURN. ‣ Overcoming the Monster
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣ Rags to Riches
YOUR TURN. ‣ Overcoming the Monster
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣ Rags to Riches ‣ The Quest
YOUR TURN. ‣ Overcoming the Monster
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣ Rags to Riches ‣ The Quest ‣ Voyage and Return
YOUR TURN. ‣ Overcoming the Monster
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣ Rags to Riches ‣ The Quest ‣ Voyage and Return ‣ Comedy
YOUR TURN. ‣ Overcoming the Monster
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣ Rags to Riches ‣ The Quest ‣ Voyage and Return ‣ Comedy ‣ Tragedy
YOUR TURN. ‣ Overcoming the Monster
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣ Rags to Riches ‣ The Quest ‣ Voyage and Return ‣ Comedy ‣ Tragedy ‣ Rebirth
... and we lived happily every after. Rick Starbuck Bank of America
Adam Kleinberg Traction
[email protected] twitter.com/rickstarbuck
[email protected] twitter.com/adamkleinberg
@rickstarbuck
@adamkleinberg
SVP User Experience
CEO/Co-Founder
Bank of America
Traction Ad Age 2013 Small Agency of the Year West Region, Silver
!
Once upon a time...
INSPECTOR KURT KRONER DID.
DOT BOOM!
DOT BOOM
TASTES GREAT.
PSYCHOLOGY + TECHNOLOGY BRAND EXPERIENCE
PSYCHOLOGY + TECHNOLOGY BRAND EXPERIENCE
WHY STORYTELLING + UX?
DIGITAL EMPOWERMENT
+ !
ECONOMIC SUPER-PRESSURE
DIGITAL EMPOWERMENT
+ !
ECONOMIC SUPER-PRESSURE
ROI
WILL CLICK FOR CHEESE.
YOUR BRAND is a COMMODITY.
PERSONAS USE CASES SITE MAPS WIREFRAMES
emotion?
Perception Persuasion Motivation Desire
“ 50% OF WHAT WE SHOULD BE DOING FOR BRANDS IS NOT “ PREDICTABLY QUANITFIABLE. Scott Bedbury, former CMO of Nike and Starbucks
BRING VALUE OR DIE.
UX, GOING UP. !
ADVERTISING, GOING DOWN.
RATIONAL
RATIONAL
EMOTIONAL
HUMANS RESPOND TO STORIES. “Good stories make a concept visual, tangible and personal” —Susan Weinschenk
NEW EXPECTATIONS.
NEW TOOLS.
NEW BROWSERS.
NOT AN IDIOT.
BRAND ENGAGEMENT.
INVISIBLE ISN’T ENOUGH.
BUILT FOR ___?
WHERE have companies
steered the UX ship?
Pinterest copycat.
Pinterest copycat. Social shopping.
Pinterest copycat. Social shopping. Vacuums?
Pinterest copycat. Social shopping. Vacuums? Hey girlfriend!
Pinterest copycat. Social shopping. Vacuums? Hey girlfriend! Apps?
Pinterest copycat. Social shopping. Vacuums? Hey girlfriend! Apps? Random questions?
Pinterest copycat. Social shopping. Vacuums? Hey girlfriend! Apps? Random questions?
FEATURE VOMIT
TELLING STORIES THROUGH UX
STORYTELLING TO ENGAGE
STORYTELLING PLATFORMS
E K FA
E K FA
39
39
STORYTELLING TO CONVERT
69%
>
UX
The Art of Storytelling TRACTION
>
UX
The Art of Storytelling TRACTION
WHAT YOU KNOW YOU DON’T KNOW. (KDKs) WHAT YOU DON’T KNOW YOU DON’T KNOW. (DKDKs)
THE STATUS QUO. The Situation Today Describe the status quo as it is today. What are some challenges you face? Are there things you know you don’t know (KDKs)? Things you don’t know you don’t know (DKDKs) that research could help bring to light? What are opportunities you could take advantage of? Places where you’re falling short or stages of your customer’s journey you are not addressing as well as you should? Are there places where you are talking at them that could be improved by making THEM the hero of the story?
WHO IS THE HERO YOU’RE TALKING TO?
WHO ARE YOU TALKING TO? Get to Know Your Customer The sketches below represent an average customer. We’ve decorated him to put together a picture of who a customer might really be—in this case, Adam. On the next page, you’ll create a picture of your customer. Get beyond demographics and really see her as a person, living inside their own “story” (a.k.a. their life).
FRESHLY SHAVED BALD HEAD
CREATIVE DIRECTOR GLASSES
READY FOR FOOTBALL! FIGHTING WITH 10-YR OLD OVER IPAD HER KATIE PERRY ON MY IPAD
FIGHTING WITH 8-YR OLD OVER LAPTOP CREEPER
YOUR TURN.
WHAT DOES SHE VALUE?
WHAT DO THEY VALUE? Currencies You Can Offer Think about the picture you’ve drawn of your customer. What are the things they value? What problems do they face? What motivates them? Understanding that allows you to
Individual
identify “currencies” that can deliver that value. Is there a cause they might want to help? Do the want status or perks? How could their lives be easier or more fun?
Moral
Economic
Need to do good
Need for material success
!
!
Pleasure
!
Collective
Need for enjoyment
Social
Tribal
Need for recognition
Need for community
!
Internal
!
External
STORYTELLING ARCHETYPES
STORYTELLING ARCHETYPES ‣ Overcoming the Monster - Defeating the pain point
STORYTELLING ARCHETYPES ‣ Overcoming the Monster - Defeating the pain point ‣ Rags to Riches - Help the downtrodden achieve success
STORYTELLING ARCHETYPES ‣ Overcoming the Monster - Defeating the pain point ‣ Rags to Riches - Help the downtrodden achieve success ‣ The Quest - The hero overcomes numerous odds
STORYTELLING ARCHETYPES ‣ Overcoming the Monster - Defeating the pain point ‣ Rags to Riches - Help the downtrodden achieve success ‣ The Quest - The hero overcomes numerous odds ‣ Voyage and Return - Thrust your hero in an atypical situation
STORYTELLING ARCHETYPES ‣ Overcoming the Monster - Defeating the pain point ‣ Rags to Riches - Help the downtrodden achieve success ‣ The Quest - The hero overcomes numerous odds ‣ Voyage and Return - Thrust your hero in an atypical situation ‣ Comedy - Introduce confusion that you help resolve
STORYTELLING ARCHETYPES ‣ Overcoming the Monster - Defeating the pain point ‣ Rags to Riches - Help the downtrodden achieve success ‣ The Quest - The hero overcomes numerous odds ‣ Voyage and Return - Thrust your hero in an atypical situation ‣ Comedy - Introduce confusion that you help resolve ‣ Tragedy - Illustrate the consequences of human fealty
STORYTELLING ARCHETYPES ‣ Overcoming the Monster - Defeating the pain point ‣ Rags to Riches - Help the downtrodden achieve success ‣ The Quest - The hero overcomes numerous odds ‣ Voyage and Return - Thrust your hero in an atypical situation ‣ Comedy - Introduce confusion that you help resolve ‣ Tragedy - Illustrate the consequences of human fealty ‣ Rebirth - Point out that there has to be a better way
PIE IN THE SKY. What If You Could Solve Anything? Great strategy connects the dots between what you do and why you do it. Brainstorm and come up with some ideas that allows you to deliver on the currencies your customer values, and helps you solve a challenge you identified with the status quo. Remember, people respond to stories!
responsive app thingy inspires creative in that by allowing them to design a color palette for the walls of their home customers A
A
that
.
customers
A
that
.
customers
A
that
.
customers A customers
.
that
.
SKETCH IT. What If You Could Do Anything? Draw a rough sketch of what the experience might look like. Keep it simple and don’t worry about details—we’re designing a framework for an experience, not the end result. Just come up with a high level view like we’ve done in the example below. We’ve provided a bunch of pages for you to sketch on so don’t worry about messing up or getting it “right.”
COLOR PALETTE APP THINGY!
PRESS A COLOR TO ADD TO PALETTE SWIPE to SEE OTHER COLORS
SWIPE
FB TW PI
SHARE YOUR “STORY” BUTTONS!
YOUR TURN.
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
YOUR TURN. ‣ Overcoming the Monster
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
YOUR TURN. ‣ Overcoming the Monster
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣ Rags to Riches
YOUR TURN. ‣ Overcoming the Monster
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣ Rags to Riches ‣ The Quest
YOUR TURN. ‣ Overcoming the Monster
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣ Rags to Riches ‣ The Quest ‣ Voyage and Return
YOUR TURN. ‣ Overcoming the Monster
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣ Rags to Riches ‣ The Quest ‣ Voyage and Return ‣ Comedy
YOUR TURN. ‣ Overcoming the Monster
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣ Rags to Riches ‣ The Quest ‣ Voyage and Return ‣ Comedy ‣ Tragedy
YOUR TURN. ‣ Overcoming the Monster
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣ Rags to Riches ‣ The Quest ‣ Voyage and Return ‣ Comedy ‣ Tragedy ‣ Rebirth
... and we lived happily every after. Rick Starbuck Bank of America
Adam Kleinberg Traction
[email protected] twitter.com/rickstarbuck
[email protected] twitter.com/adamkleinberg
