From storytelling to storydoing

IxDA Hel Meetup 19.11.2015 @FuturiceMervi Rauhala

@MerviRauhala

Ph

oto

: Flic

rk,r

ub

enal

exan

der

(CC

BY

2.0

)

Can the universal language of stories help you in creating truly engaging experiences?

@MerviRauhala

LEARNINGSTORYTELLING

SERVICE DESIGNCOMPANY CULTURE &

CAPABILITIES

Finally I get to make thatwitty Chruchill quote for

real!

Why are stories so

@MerviRauhala

“Neverland is our evolutionary niche, our special habitat.”

- Jonathan Gottchal

@MerviRauhala

Ph

oto

: Flickr, CC

BY 2

.0) th

ejbird

@MerviRauhala

Universial storylanguage - some basic

@MerviRauhala

Fighting the monster

Rags to riches

Voyage –there and

back

Storyplotswe all love

@MerviRauhala

The metaplotof all pliots

Thesuperstory-

mother of allplots?

STRENGHTS: Nice, down to earth, emphatetic, easy to approach, familiarand safe, realiable and honest, commonsense, wants to see good in everything

WEAKNESSES: Not the best leaderand decicion maker, predictableand bit boring, naiive

CRYPTONITE: Unexpectedevents, surprises

”One for all and all for one!”

Desire to fit in and belong

@MerviRauhala

STRENGHTS: Energetic, innovative, free,questions things, thinks outside the box, not afraid to take risks, makes deciconsfast, acts and does things

WEAKNESSES: Recklessness, rudeness, takes unnecessary risks, fanatism, fails to analyze things objectively

CRYPTONITE: To be captivatedor imprisoned

”Rules are made to be broken!”

Desire to be free

@MerviRauhala

STRENGHTS: Puts others first, servesothers unselfisly, rolemodel, helps othersto see their selfisness and enablesempathy

WEAKNESSES: Can become a martyr and be overly sacrificing, may see othersonly in passive need of help- not as independent actors

CRYPTONITE: Hypocracy, powerlessness in the face of hugeword scale problems

”I will protect youfrom everything.”

Desire to be freeDesire to help others, empathy

@MerviRauhala

STRENGHTS: Lives in a moment, doesn’ttake anything too seriously & nothing is too sacred, loves attention, questionsthings and turnes them upsidedown,speaks up even when others dont dare

WEAKNESSES: Witty comments and funny jokes can also be mean and hurtothers

CRYPTONITE:Dullness, nothing funand exciting to do

”You only live once!”

Desire to entertain, make people laugh

@MerviRauhala

STRENGHTS: Determination, resilience, ability to take action and initiative, notafraid of challenges, shows leadership in difficult situations

WEAKNESSES: Doer not a thinker, not a great strategist

CRYPTONITE: Fear, being a chicken

”If there is a will, there is a way!”

Desire to show courage and achievegoals

What kind of

stories? What kind

of experiences?

From storytelling to

@MerviRauhala

”The user is not a passiveparticipant but actively creatingthe story by interacting with her

environment and thestoryelements the service

provides. Design should be for allsenses creating an immersive

storyexperience.”

https://www.facebook.com/StorificationMethod/

Start up sequence

Presentation

AmplifyingAcceleration, heating up, culmination

Resolution

Fade out

Anne Kalliomäki, Tarinakone

BRAND

SHARED VALUES

SHARED EXPERIENCES

POTENTIAL EXPERIENCE SPACE

WORLD FOR IMMERSIVE

EXPERIENCES& SHARED STORIES

DESIRES PURPOSE

NEEDS PRODUCT/SERVICE

From Legorburu & McColl, Storyscaping, 2014

@MerviRauhala

” The goal of projects like this is to make people more

empathetic, so that they become better global citizens and think about humanity in a

different way.” -Nonny de la Peña,

CEO of Emblematic Group

@MerviRauhala

Source: http://www.immersivejournalism.com/project-syria-premieres-at-the-world-economic-forum/

Source: http://www.welovelyka.com/

Storytelling orexperience

design?

Source: https://unimersiv.com/

”Story is the same. It’s the telling of the

story that is changing.”- Lance Weiler

Photo: Flickr, Bago Games, CC BY 2.0

For more story/experience inspiration

• Anne Kalliomäki, storydesigner, Tarinakone https://www.facebook.com/StorificationMethod/

• http://futureofstorytelling.org/

• http://www.lanceweiler.com/

• James Buckhousehttps://medium.com/design-story

• www.storytelling.fi (in Finnish)

@MerviRauhala

Relatable

Mystery

Conflict and drama

Surprise

Metapfor

Emotionalengagement

Names anddetails

No jargon!

Authentic and credible

Simple

Thanks!