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StorytellingInspiration for experiences, brands and businesses.
— Fabricio Dore
Cubo - April 26 2016
#storytelling_cubo @superfab
25min (presentation) + 15min (debate)
[image] Velocidade, foco no curto prazo. Ciclos estão cada vez mais curtos.
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We are focusing too much on short term and execution.
80% of Buzzfeed’s content is consumed via social media.
[imagem - a imensidão de mídias sociais disponíveis]
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1862 startups just on Angel List.
Why storytelling?
Stories helps us create empathy.
Stories help us find inspiration.
Stories help us make sense of the world.
Empathy Inspiration Narrative
Culture Brand Experience
Empathy Inspiration Narrative
We are naturally emphatic.
We seek opportunities to connect.
Analytical and empathic areas of the brain fight against each other.
Imagens de uso confidencial.Build empathy by: seeing, experience & sharing.
We need to create opportunities to turn off our analytical brain and connected with
others (e.g. users or coworkers) on a emotional and empathic level at a workplace
setting.
80%
Source: Bain & Co (2013)
Deliver “superior experience” to our customers.
8%I feel like I receive “superior
experience”.
Business Leaders Customers
“We put the customer in the center.”
“ Empathy is a habit. ”
Tim Brown, IDEO
Average Increase for Twelve Firms with Performance-Enhancing Cultures
Average Increase for Twenty Firms without Performance-Enhancing Cultures
Revenue 682% 166%
Employment 282% 36%
Stock Price 901% 74%
Net Income 756% 1%
Source: Corporate Culture and Performance, James Heskett & John Kotter (1992)
Companies that have core values associated with empathy demonstrated better business results.
But how to scale empathy?
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++
Quotes or human elements.
Living experiences (listening/seeing)
Storytelling (narrative, video, imagery)
KPIs
Meetings
PowerPoints
Where to start changing our habits and transforming the organisation?
http://usertesting.com/ https://www.invisionapp.com/
https://www.flinto.com/mac http://www.adobe.com/products/experience-design.html
So many tools. There’s not excuse for not being empathic.
Perhaps even VR in the near future can be used as a tool for empathy.
Culture Brand Experience
Empathy Inspiration Narrative
So many new startup banks, but Tandem is different.
Tandem is using powerful storytelling to communicate the brand values.
Source: https://www.youtube.com/watch?v=3O449HovwOo
Redefined the investment model to be collaborative.
Consistent brand stories in every touchpoint.
Powerful storytelling once again.
Source: https://www.youtube.com/watch?v=_ZsZHXsA7bQ
“ Stories travel further. ”
Internet
“ If it’s not spreadable, it’s dead. ”
Internet
1. It’s not enough to say you make this or that.
2. Brands need to build authentic stories.
3. Stories that represent their culture. *Culture sells.
Product Services Experiences Culture
Authentic stories Culture
Inside the company Outside of the company
https://getmondo.co.uk/
ST is critical for startups to build their brands and communicate their values.
https://strategyzer.com/
atendimento frio e sem tomada
de decisão cobranças desconhecidas
de tarifas
juros altos e taxas
desconhecidas
me sentir seguro usando o
cartãofazer compras em lojas e na
web
ter controle sobre meus
gastos
atendimento personalizado, com atendentes
com alçada
transparência e clareza em
juros e tarifas
status maior segurança
cartão de crédito
pagar fatura em dia
esquecer de pagar a fatura
acumular milhas
medo de ser clonado
notificações para
acompanhar gastos
aplicativo “companion” com boa experiência
de uso
atendimento ao consumidor
programa de milhagem
gráfico de uso do cartão
VPC is a good exercise to define ‘the story’.
Show, don’t tell. Be simple.
Be personal. Be creative with the narrative.
Use conflict and drama. Be authentic.
Create an ‘ownable’ story.
Collected 7 elements of a great story.
“The best narratives come from a place of belief.”
Don Draper
Culture Brand Experience
Empathy Inspiration Narrative
Storytelling & experience.
Service Content Characters (Orchestration) (Information) (Personality)
Just addressing 2 today.
https://www.youtube.com/watch?v=NOey_KjH0r8
Inciting Incident Lock in
First Culmination
Main Culmination
Third Act Twist
Amelie 00:14:55 00:34:56 01:08:00 01:39:45 01:51:54
Back to future 00:22:42 00:31:30 00:55:47 01:26:07 1:44:39
Pulp Fiction (The Bonnie Situation) 00:17:51 01:55:50 02:07:46 02:17:30 02:22:08
Pulp Fiction (The Gold Watch) 1:08:01 1:14:29 1:26:55 1:36:23 1:44:22
Pulp Fiction (Vincent Vega & Marsellus Wallace's Wife) 0:13:43 0:31:19 0:45:35 0:54:20 0:56:44
Story-lines x story-systems
Fonte: Pattern Lab, por Brad Frost
Designers Developers
https://www.nordnet.se/brand/ui/ https://github.com/nordnet/nordnet-ui-kit
https://panamapapers.icij.org/the_power_players/
Componentization allows non-linear storytelling for the digital age.
Service Content Characters (Orchestration) (Information) (Personality)
Storytelling & experiência.
Adoption of voice(As interface with mobile by 2020)
82%
Source: Tractica (2015)
AlexaSiri
They have different personalities!
Taylor - AI travel assistant.
Design Sprint de Chatbot (Character Development)
Dia 1
Descreva seu personagem.
Dia 2
Faça exercícios de personagem.
Dia 3
Seja a personagem.
Dia 4
Exercite com o questionário.
Dia 5
Re-descreva seu personagem.
Dia 6
Re-exercite com o questionário.
Dia 7
Review geral do trabalho.
Empathy involves seeing, listening, experiencing and sharing stories.
Find your story. It needs to be authentic
and represent your culture.
Stories and narrative have a lot to offer to the
design of experiences.
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Obrigado!
Fabricio Dore @superfab
Cubo - 26 de Abril de 2016
