Master Track B: "The UX & Storytelling Convergence"

The Convergence of UX and Storytelling

Prepared for 2014 iMedia Brand Summit

@rickstarbuck

SVP User Experience

Bank of America

@adamkleinberg

CEO/Co-Founder

Traction

Ad Age 2013 Small Agency of the YearWest Region, Silver

!

Once upon a time...

INSPECTOR KURT KRONER DID.

DOT BOOM!

DOT BOOM

TASTES GREAT.

PSYCHOLOGY + TECHNOLOGY

BRAND EXPERIENCE

PSYCHOLOGY + TECHNOLOGY

BRAND EXPERIENCE

STORYTELLING + UX?

WHY

!ECONOMIC SUPER-PRESSURE

DIGITAL EMPOWERMENT

+

ROI!

ECONOMIC SUPER-PRESSURE

DIGITAL EMPOWERMENT

+

WILL CLICK FOR CHEESE.

YOUR BRAND is a COMMODITY.

PERSONAS

USE CASES

SITE MAPS

WIREFRAMES

emotion?

Perception

Persuasion

Motivation

Desire

Scott Bedbury, former CMO of Nike and Starbucks

50% OF WHAT WE SHOULD BE DOING FOR BRANDS IS NOT PREDICTABLY QUANITFIABLE.

“

“

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 ___?

have companies steered the UX ship?

WHERE

Pinterest copycat.

Pinterest copycat.Social shopping.

Pinterest copycat.Social shopping.Vacuums?

Pinterest copycat.Social shopping.

Hey girlfriend!Vacuums?

Pinterest copycat.Social shopping.

Hey girlfriend!Vacuums?

Apps?

Pinterest copycat.Social shopping.

Hey girlfriend!Vacuums?

Apps?Random questions?

FEATURE VOMIT

Pinterest copycat.Social shopping.

Hey girlfriend!Vacuums?

Apps?Random questions?

TELLING STORIES THROUGH UX

STORYTELLING TO ENGAGE

STORYTELLING PLATFORMS

FAKE

FAKE

39

39

STORYTELLING TO CONVERT

69%

UX>

TRACTION

The Art of Storytelling

UX>

TRACTION

The Art of Storytelling

WHAT YOU KNOW YOU DON’T KNOW. (KDKs)

WHAT YOU DON’T KNOW YOU DON’T KNOW.

(DKDKs)

THE STATUS QUO.

The Situation TodayDescribe 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 CustomerThe 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).

CREATIVE DIRECTOR GLASSES

FIGHTING WITH 10-YR OLD OVER IPAD

FRESHLY SHAVED BALD HEAD

FIGHTING WITH 8-YR OLD OVER LAPTOP

CREEPER

READY FOR FOOTBALL!

HER KATIE PERRY ON MY IPAD

YOUR TURN.

WHAT DOES SHE VALUE?

WHAT DO THEY VALUE?

Currencies You Can OfferThink 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

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?

Internal External

Colle

ctiv

eInd

ivid

ual

Moral !Need to do

good

Social !Need for

recognition

Economic !Need for

material success

Tribal !Need for

community

Pleasure !Need for

enjoyment

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!

A

customers

that

.

A

customers

that

.

A

customers

that

.

A

customers

that

.

A

customers

that

.

responsive app thingy inspires creative inby allowing them to design a color palette for the walls of their home

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!

FB TW PI SHARE YOUR “STORY” BUTTONS!

PRESS A COLOR TO ADD TO PALETTE

SWIPE to SEE OTHER COLORS

SWIPE

YOUR TURN.

FOR ENGAGEMENT? !

AS A PLATFORM? !

TO DRIVE CONVERSION?

YOUR TURN.

FOR ENGAGEMENT? !

AS A PLATFORM? !

TO DRIVE CONVERSION?

‣Overcoming the Monster

YOUR TURN.

FOR ENGAGEMENT? !

AS A PLATFORM? !

TO DRIVE CONVERSION?

‣Overcoming the Monster

‣Rags to Riches

YOUR TURN.

FOR ENGAGEMENT? !

AS A PLATFORM? !

TO DRIVE CONVERSION?

‣Overcoming the Monster

‣Rags to Riches

‣The Quest

YOUR TURN.

FOR ENGAGEMENT? !

AS A PLATFORM? !

TO DRIVE CONVERSION?

‣Overcoming the Monster

‣Rags to Riches

‣The Quest

‣Voyage and Return

YOUR TURN.

FOR ENGAGEMENT? !

AS A PLATFORM? !

TO DRIVE CONVERSION?

‣Overcoming the Monster

‣Rags to Riches

‣The Quest

‣Voyage and Return

‣Comedy

YOUR TURN.

FOR ENGAGEMENT? !

AS A PLATFORM? !

TO DRIVE CONVERSION?

‣Overcoming the Monster

‣Rags to Riches

‣The Quest

‣Voyage and Return

‣Comedy

‣Tragedy

YOUR TURN.

FOR ENGAGEMENT? !

AS A PLATFORM? !

TO DRIVE CONVERSION?

‣Overcoming the Monster

‣Rags to Riches

‣The Quest

‣Voyage and Return

‣Comedy

‣Tragedy

‣Rebirth

... and we lived happily every after.

Rick Starbuck Bank of America

rick.starbuck@bankofamerica.com twitter.com/rickstarbuck

Adam Kleinberg Traction

adam@tractionco.com twitter.com/adamkleinberg