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Chances are, you’re already using User Journeys to plan how people will interact with products you design. Writers have been doing this for centuries – creating characters, and working out how those characters interact with their newly designed world. We’ll discuss a common narrative framework, Joseph Campbell’s “Monomyth”, and how we can use it to create robust user journeys that drive innovative design and address real human needs. User Journeys are a power tool that are often under-utilized. This is partly because their strengths are misunderstood or overlooked. This session will provide a flexible structure to base user journeys on, which can help designers identify bottlenecks, important players, and deeper underlying themes or challenges of design problems. These insights can be used to drive design direction, client workshops, user research plans, and experience strategy. Additionally, this can be thought of as an introduction into applying theories and frameworks from other disciplines into the way we conceptualize our users.
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YOUR USER IS A HEROTHE MONOMYTH & USER EXPERIENCE DESIGN
MINNEWEBCON 2014MATT EDWARDS @ASTRONAUTPNGUIN
#MINNEWEBCON
YOUR USER IS A HEROTHE MONOMYTH & USER EXPERIENCE DESIGN
MINNEWEBCON 2014@ASTRONAUTPNGUIN
1. JOSEPH CAMPBELL’S “MONOMYTH”
• STRUCTURE
• CRITICISMS
2. DAN HARMON’S “STORY CIRCLE”
• STRUCTURE
• THEMATIC DUALITIES
3. DESIGNING WITH NARRATIVE
• USE CASES
MINNEWEBCON 2014@ASTRONAUTPNGUIN
THE HERO’S JOURNEYJOSEPH CAMPBELL & CHRISTOPHER VOGLER
MINNEWEBCON 2014@ASTRONAUTPNGUIN
MINNEWEBCON 2014@ASTRONAUTPNGUIN
MINNEWEBCON 2014@ASTRONAUTPNGUIN
1. THE ORDINARY WORLD 2. THE CALL TO ADVENTURE 3. REFUSAL OF THE CALL 4. MEETING WITH THE MENTOR 5. CROSSING THE THRESHOLD 6. TESTS, ALLIES, AND ENEMIES 7. THE APPROACH 8. THE ORDEAL 9. THE REWARD 10. THE ROAD BACK 11. THE RESURRECTION 12. RETURN WITH THE ELIXER.
MINNEWEBCON 2014@ASTRONAUTPNGUIN
1. LIMITED AWARENESS OF PROBLEM 2. INCREASE AWARENESS 3. FEAR; RESIST CHANGE 4. OVERCOME FEAR 5. COMMIT TO CHANGE 6. EXPERIMENT W/ NEW CONDITIONS 7. PREPARE FOR MAJOR CHANGE 8. TRIGGER LIFE CHANGING EVENT 9. ACCEPT CONSEQUENCES 10. NEW CHALLENGE; REDEDICATION 11. FINAL ATTEMPT 12. MASTERY
MINNEWEBCON 2014@ASTRONAUTPNGUIN
1. HEROES 2. SHADOWS 3. MENTORS 4. HERALDS 5. THRESHOLD GUARDIANS 6. SHAPESHIFTERS 7. TRICKSTERS 8. ALLIES
MINNEWEBCON 2014@ASTRONAUTPNGUIN
THE ORDINARY WORLD
(HERO)
MINNEWEBCON 2014@ASTRONAUTPNGUIN
THE CALL TO ADVENTURE
(HERALD)
(TRICKSTER)
MINNEWEBCON 2014@ASTRONAUTPNGUIN
REFUSAL OF THE CALL
MINNEWEBCON 2014@ASTRONAUTPNGUIN
MEETING THE MENTOR
(MENTOR)
MINNEWEBCON 2014@ASTRONAUTPNGUIN
(THRESHOLD GUARDIANS ERRY-WHERE)
CROSSING THE THRESHOLD
MINNEWEBCON 2014@ASTRONAUTPNGUIN
TESTS, ALLIES, AND ENEMIES
(ALLY)
(SHAPESHIFTER)
MINNEWEBCON 2014@ASTRONAUTPNGUIN
THE APPROACH(NOT A MOON)
MINNEWEBCON 2014@ASTRONAUTPNGUIN
THE ORDEAL
(THE SHADOW)
MINNEWEBCON 2014@ASTRONAUTPNGUIN
THE REWARD(THE TREASURE)
(YES, SHE’S BEING OBJECTIFIED)
MINNEWEBCON 2014@ASTRONAUTPNGUIN
(THRESHOLD GUARDIANS)
THE ROAD BACK
MINNEWEBCON 2014@ASTRONAUTPNGUIN
(PORKINS)
THE RESURRECTION
MINNEWEBCON 2014@ASTRONAUTPNGUIN
RETURN W/ THE ELIXIR
CRITICISMSDETAILS ARE EVERYTHING
MINNEWEBCON 2014@ASTRONAUTPNGUIN
MINNEWEBCON 2014@ASTRONAUTPNGUIN
ETHNOCENTRISM
MINNEWEBCON 2014@ASTRONAUTPNGUIN
HETERONORMATIVITY
CRITICISMS ARE NOT DEALBREAKERSJUST ACCOUNT FOR SHORTCOMINGS.
MINNEWEBCON 2014@ASTRONAUTPNGUIN
MINNEWEBCON 2014@ASTRONAUTPNGUIN
THE STORY CIRCLEDAN HARMON & CHANNEL 101
MINNEWEBCON 2014@ASTRONAUTPNGUIN
(#SIXSEASONSANDAMOVIE)
MINNEWEBCON 2014@ASTRONAUTPNGUIN
1
3
5
7
2
46
8
THE STORY CIRCLE
MINNEWEBCON 2014@ASTRONAUTPNGUIN
1
3
5
7
2
46
8
1. A CHARACTER IS IN A ZONE OF
COMFORT
2. BUT THEY WANT SOMETHING
3. THEY ENTER AN UNFAMILIAR
SITUATION
4. ADAPT TO IT
5. GET WHAT THEY WANTED
6. PAY A HEAVY PRICE FOR IT
7. THEN RETURN TO THEIR FAMILIAR
SITUATION
8. HAVING CHANGED
THE STORY CIRCLE
MINNEWEBCON 2014@ASTRONAUTPNGUIN
A CHARACTER IS IN A ZONE OF COMFORT
BUT THEY WANT SOMETHING
THEY ENTER AN UNFAMILIAR SITUATION
ADAPT TO IT
GET WHAT THEY WANTED
PAY A HEAVY PRICE FOR IT
THEN RETURN TO THEIR FAMILIAR SITUATION
HAVING CHANGED
MINNEWEBCON 2014@ASTRONAUTPNGUIN
WHEN YOU
HAVE A NEED
YOU GO SOMEWHERE
SEARCH FOR IT
FIND IT
TAKE IT
THEN RETURN
HAVING CHANGED
MINNEWEBCON 2014@ASTRONAUTPNGUIN
WHEN YOU
HAVE A NEED
YOU GO SOMEWHERE
SEARCH FOR IT
FIND IT
TAKE IT
THEN RETURN
HAVING CHANGED
MINNEWEBCON 2014@ASTRONAUTPNGUIN
YOU NEED,
GO SEARCH,
FIND, TAKE,
RETURN CHANGED.
MINNEWEBCON 2014@ASTRONAUTPNGUIN
YOU NEED,
GO SEARCH,FIND, TAKE,
RETURN CHANGED
MINNEWEBCON 2014@ASTRONAUTPNGUIN
REFLECTING
CONSIDER DUALITIES
ACTING
CONCRETE ABSTRACT
MINNEWEBCON 2014@ASTRONAUTPNGUIN
CONSIDER DUALITIES
REFLECTING REFLECTING
ACTING ACTING
ABSTRACT
ABSTRACTCONCRETE
CONCRETE
MINNEWEBCON 2014@ASTRONAUTPNGUIN
DESIGNING WITH NARRATIVETHE STORY CIRCLE AND DATA SYNTHESIS
MINNEWEBCON 2014@ASTRONAUTPNGUIN
Q: WHEN IS THIS USEFUL?A: YES
MINNEWEBCON 2014@ASTRONAUTPNGUIN
WORKSHOPS
MINNEWEBCON 2014@ASTRONAUTPNGUIN
RESEARCH PLANNING
MINNEWEBCON 2014@ASTRONAUTPNGUIN
DATA SYNTHESIS
MINNEWEBCON 2014@ASTRONAUTPNGUIN
EXPERIENCE STRATEGY
MINNEWEBCON 2014@ASTRONAUTPNGUIN
FEATURE DEVELOPMENT
MINNEWEBCON 2014@ASTRONAUTPNGUIN
SOCIAL MEDIA STRATEGY
MINNEWEBCON 2014@ASTRONAUTPNGUIN
COMMUNITY-CENTERED DESIGN
YOUR USER IS A HEROTHE MONOMYTH & USER EXPERIENCE DESIGN
MINNEWEBCON 2014@ASTRONAUTPNGUIN
1. JOSEPH CAMPBELL’S “MONOMYTH”
• STRUCTURE
• CRITICISMS
2. DAN HARMON’S “STORY CIRCLE”
• STRUCTURE
• THEMATIC DUALITIES
3. DESIGNING WITH NARRATIVE
• USE CASES
MINNEWEBCON 2014@ASTRONAUTPNGUIN
I HAVE A QUESTION
I DECIDE TO ASK
I ASK THE QUESTION
EVERYONE BENEFITS
ADDITIONAL RESOURCESINFORMATION
MINNEWEBCON 2014@ASTRONAUTPNGUIN
1. JOSEPH CAMPBELL - “THE HERO WITH A THOUSAND FACES” - LINK
2. CHRISTOPHER VOGLER - “THE
WRITER’S JOURNEY” - LINK 3. DAN HARMON, CHANNEL 101 -
“STORY STRUCTURE” TUTORIALS - LINK
CONTACTEMAIL: [email protected]
TWITTER: @ASTRONAUTPNGUIN