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F i n d t h e S T O R I E S t o D R I V E t h e S O L U T I O N .
Storytelling Strengthens Teams
December 1, 2016
A Brief Story of Jason Grant
Student Architect DigitalStrategyandExperiences
? ?
Continue To Another Generation
Who, What, Where, When, How, Why
PersonasUser(s)
Stakeholder(s)
All dayFrequency BasisFor a Transaction
Specific Need
At DeskOn the road
While commutingIn a plane, on a train
Native AppWeb App
Hybrid AppAI
Chatbot…
ScenariosJourney MapTouchpointsUse Cases
FlowsPrototypes
DOYOU
KNOWWHY?
Why:
Empathic Design or User-Centered Design
“ [Empathy is] the capacity to (a) be affected by and share the emotional state of another, (b) assess the reasons for the other’s state, and (c) identify with the other, adopting his or her perspective.”
- Frans de Waal
Best way to expose everyone
to WHY is with Storytelling
For over 27,000 years, since the first cave paintings were discovered, telling stories has been one of our most fundamental communication methods.
http://www.nytimes.com/2016/04/29/science/this-is-your-brain-on-podcasts.htmlhttp://www.nature.com/articles/nature17637.epdf
“The brains of the person telling a story and listening to it can synchronize”
Uri Hasson - Princeton
Stories are up to 22 times more memorablethan facts, especially if facts can be weaved inthe story.
If you don’t reinforce you end up with the Forgetting Curve:Back in 1885, Herman Ebbinghaus, a German psychologist, hypothesized and tested a theory on memory retention.
Ebbinghaus asserted that the optimal timing for the first repetition is within twenty-four hours of the initial training. Timing plays a critical role in memory retention.
https://en.wikipedia.org/wiki/Hermann_Ebbinghaus
Stories have always been part of user experience design as personas, flow
charts, user stories, task mapping, journey map, scenarios, storyboards,
and every other technique that we use to communicate how the solution will
work.how
As a customer, I want a vehicleso that I get from A to B.
Sure this is a solution but is it the right one?
Why is Storytelling important…Who does Storytelling help?
“Marketing is no longer about the stuff that you make, but about the stories you tell.”
- Seth Godin
Storytelling as a strategic tool
TomApple Orchard30% of revenue but core to other income
Technology“rarely used, usually just bookkeeping”
PaperworkNeed to quickly and easily fill out paperwork to start the official process to get workers.
InspectionThe property that I will use to house the workers will need to be inspected.
InterviewsI will need to know when workers within the state and from supply states have applied for open positions,
WorkersI need workers who won’t damage the produce and will work quickly to get the crop picked before it spoils.
Family Owned and RunWorked at the orchard with his father since he could walk. He loves his job and being part of the local community.
Tom
Tom
Tom
Tom
Ever since Tom could walk he loved helping his dad on the orchard.
As he grew older he started to significantly
contribute after the school day was over.
Tom decided to go to local college so he could continue to
help his family tend to the orchard.
Even though helping on the orchard put a strain on his personal life, he still found his wife at college.
When Tom’s father passed away, he took
over the orchard to continue to provide for
his mom and his family.
Tom’s dedication to this business (way of life) is to continue a legacy and instill values to his children.
He gets up at the crack of dawn everyday.
He begins by walking the field to determine
what needs to be done to ensure the trees are healthy.
While the orchard only brings 30% of direct
yearly income, it drives the other 70%.
While in the orchard, Tom still
uses a old cell phone due to
the reliability of the signal, long
battery and durability.
After walking the orchard, he makes
sure the store is open and ready for business.
The remaining long-term profit comes from apple driven
products to get visitors.
And staples like coffee to get repeat local
customers. Tom spends the late morning
chatting up the locals since he believes that
his community is important.
Seasonally, Tom can get more
visitors by offering events at
the orchard.
Tom is exhausted by the end of each day. The orchard is always on his mind and he needs to think months ahead because if something is missed, the orchard could fail.
One worry is when will the picking season start and will he have workers to accomplish it.
Local workers don’t want to do seasonal
physical labor so Tom hires an Agent to help fill out the paperwork
for legal foreign workers and deal with
the day-to-day activities for this process while he
is in the orchard.
Tom’s entire business relies on having additional
workers for a select number of weeks that needs to be
determined at least two months in
advance. If there is a problem then his
crop will go to waste.
If everything falls in place, Tom will yield a crop that will allow him to be in business for another year.
Tom
• Dedicated and passionate about his business.
• His ability to stay in business is reliant on additional pickers.
• Is away from technology most of the day.
• Needs to depend on an agent for a critical part of his operation.
• Agent needs authority to work on Tom’s behalf.
What did we learn about Tom?
Tom
• Application Notification
• Probably doesn’t help if he is rarely in system.
• Can help if Agent is always in system and can call him.
• Something that will inform him at the end of the day.
• Text
• Could help for critical notifications.
• Would be annoying or blocked if non-critical notifications are sent.
Notification Feature
Susan
13 YearsPracticing Architecture
Janet
Chip
CTO - Buyer
BIM Tech - Influencer
Technology“is a means to an end”
RogerClient - Building Owner
CaptureThe needs of the client through interviews, block diagrams, and building program.
DevelopConceptual designs based onrequirements & site restrictions.
CreateImages and data that will communicate the merits of each design option.
BuildThe client’s confidence in “The Firm” to ensure “The Firm” is selected for the design development andconstruction Document phase of the project.
LisaShopping90% of purchases online
Technology“always connected”
DiscoverThere is a need or desire that wishes to be fulfilled as quickly as possible.
LookThere are many sites to fulfill the need but the goto site should be that which provides the solution.
BuyCheckout should be simple, seamless and provide the .
ReceiveThe goods need to be received on-time, precise and correctly represented.
?
TimeBrowsing takes too much
Where isthe dress?
Don’t forget the stories of your Anti-User orEvil User
Comic/Sketch Style
Wireframe Style
If you do not know or plan for your STORY then your product, service, support and/or competition will TELL IT FOR YOU.
Name Address SSN Email Phone PlanOptions
ReviewResponses Submit
Signup on website – 10 Minutes
FAIL
Name Address SSN Email Phone PlanOptions
ReviewResponses
CableProvider
Call Customer Service – 20 Minutes
Name Address SSN Email Phone PlanOptions
ReviewResponses Done
Connected with Gas Customer Service – 20 Minutes
What???, I need to do this again!
Create Electric Account Online – 5 Minutes
Create Gas Account Online à Call Customer Service45 Minutes
What do you think will be the story I tell others about this company?
How to frame a story…
Putting the Pieces Together
PIXAR’s 22 Rules of StorytellingGreat for Movies… Not the Best for Representing Users
Research, Research, Research…Have conversations, not interviews
Identify Patterns
Outliers would be a separate story
Focus on what is important
Share andEnable others
Repeat story so entire team is on the same mission
Advise against creating fiction
Practice Makes Perfect ?Questions