View
814
Download
1
Category
Preview:
DESCRIPTION
Tarinakone´s Anne Kalliomäki´s presentation material on dramatic storytelling and service design: story based service design. Material from Global Service Jam 2014 Tampere Finland.
Citation preview
GLOBAL SERVICE JAM TAMPERE 2014 STORY BASED SERVICE DESIGN FOR BETTER
CUSTOMER EXPERIENCES? Anne Kalliomäki - www.tarinakone.fi/en
STORY ENGINE
Anne started her career by
reading comic strips to
piggies in the sty (aged 6).
Anne invented enchanting stories from the town names on road signs (aged 9).
In high school Anne created a
spectacular performance, to
which she bought a herring.
The herring cost 10 pence.
(aged 17). Anne studied audiovisual marketing and turned into a business graduate (aged 20).
Anne started her media
career at YLE TV2,
clapped the clapper &
made coffee (aged 21).Anne entered the depths of the old Finlayson cotton factory, and emerged after four years as a media producer (aged 26).
Oops! Anne took a detour to
England and studied some
scriptwriting, with the help
of a dictionary (aged 24).
Anne went to Helsinki and
made some serious TV, long
and short f ilms, for YLE
TV1 and 2, MTV3, SubTV
and TV4 (also known as
“The Learning Years”).
Anne had made speedy progress, but the spark for telling stories compelled her to move on (aged 29).
Anne left the lights of Helsinki, went to the forest but ended up in Jyväskylä (aged 30).
Anne got into the University
of Jyväskylä to research the
hottest phenomena in creative writing (aged 31).
Anne read a couple of
books, one of which
was ”Experience
Economy Work Is
Theatre and Every
Business Is a Stage”.
Anne found the red thread and decided to storify services into experiences. It was the year 2008 (aged 32).
THE END IS ALWAYS A NEW BEGINNING. SO, WOULD YOU LIKE TO HAVE A ONCE UPON A TIME...?
THE END IS ALWAYS A NEW BEGINNING. SO, WOULD YOU LIKE TO HAVE A ONCE UPON A TIME...?
If you want to give your clients experiences with emotion, Anne is your story partner.
If you want to give your clients experiences with emotion, Anne is your story partner.
Now Anne is Tarinakone:a story designerand trainer.
Now Anne is Tarinakone:a story designerand trainer.
Anne is Tarinakone!
STORY TURNS A SERVICE INTO AN EXPERIENCESTORY TURNS A SERVICE INTO AN EXPERIENCE
STORY IS LIKE A RED THREAD
BEGIN, MIDDLE, END STORYLINE TO FOLLOW
It is important to bind the various elements of
the product into a coherent story to make the experience catching and a9rac:ve.
At its simplest, the use of a story helps in jus:fying to the client what is done and in which order.
LEO: www.leofinland.fi
STORY IN CUSTOMER´S PATH
WHAT IF SERVICE EXPERIENCE WAS A JAM?
WHAT KIND OF JAM WOULD IT BE?
A BLUEBERRY? STRAWBERRY?
JAM WITH HONEY? JAM WITH SALMIAKKI/SALTY
LIQUORICE?
USE DRAMA STRUCTURE
Picture from: http://elokuvantaju.uiah.fi/english/english.jsp
STORY TREE – ROOTS
ASK THE QUESTION WHY?
CUSTOMER AND SERVICES/PRODUCTS
TRUNK OF THE TREE CUSTOMER BESIDE CUSTOMER PRODUCTS AND SERVICES
BRANCHES – STORY ELEMENTS
DO TO MIND MAP! USE HEARTSTORM NOT SO MUCH
BRAINSTORM! (Rolf Jensen ”Heartstorm”)
STORY IDENTITY - MANUAL
CORE STORY
MAIN THEMES
TIME FRAME CHARACTERS
BASIC GUIDELINES FOR STORY DESIGN
MAIN MESSAGE
CUSTOMER´S JOURNEY AS A STORY
STORY MAKES A FEELING & MEANING
Check out also my pecha kucha at: http://www.slideshare.net/tarinakone/
tarinakones-anne-kalliomki-pechakucha-about-story-based-service-design-storification-
finland-2013
13/20 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0
MORE INFO FROM WWW.TARINAKONE.FI/EN
anne@tarinakone.fi
STORY DESIGN
LEADS TO SUCCESS
Recommended