STORYMAPPINGTHE EXPERIENCEDONNA LICHAW GREATNORTHELECTRIC.COM @DLICHAW
LIS HUBERT ELISABETHHUBERT.COM @LISHUBERT
TODAY’S AGENDA
Why story? How stories work Developing your stories Applying stories Rules of thumb
INTRODUCTIONSWho you are What you do Why you are in this workshop
http://www.denofgeek.com/tv/breaking-bad/27141/see-inside-the-breaking-bad-writers-room
MAKE THINGS GO
BOOM
HOW STORY WORKS
Beginning Middle End
Hero Goal
Exposition
Inciting Incident or Problem
Hero Goal
Exposition
Rising A
ction
Inciting Incident or Problem
Hero Goal
Exposition
Rising A
ction
Inciting Incident or Problem
Hero Goal
Exposition
Crisis
Climax or Resolution
Rising A
ction
Inciting Incident or Problem
Hero Goal
Exposition
Crisis
Falling Action
Climax or Resolution
Rising A
ction
Inciting Incident or Problem
Hero Goal
Exposition
Crisis
Denouement
End
Falling Action
Climax or Resolution
Rising A
ction
Inciting Incident or Problem
Hero Goal
Exposition
Crisis
Denouement
3 STORIES
CONCEPT STORIES ORIGIN STORIES USAGE STORIES
CONCEPT STORIES ORIGIN STORIES USAGE STORIES
http://answers.oreilly.com/topic/1864-gamestorming-elevator-pitch/
Goal MetWho Goal
Value & Competitive advantage
Problem
Product
Name
Market
Catego
ry
TakeawayCompetition
CommunicateCommunicate
The best way to communicateWorks like magic
3-in-1
Smartphones Suck
iPhone
Smartph
one
WantDon’t want Usability iPod Phone
CONCEPT STORIES Who a product is for Why someone would use it What a product is How it’s better than the competition
ORIGIN STORIES USAGE STORIES
CONCEPT STORIES Who a product is for Why someone would use it What a product is How it’s better than the competition
ORIGIN STORIES USAGE STORIES
} Target market Problem space Product definition Value proposition/Competitive advantage
CONCEPT STORIES ORIGIN STORIES USAGE STORIES
Goal metWho Goal
Why they should careproblem solved
ProblemTriggerPainpoint
Discover p
roduct
Action
Word of mouth Paid advertising Google search App store Other channels/touchpoints
Acquisition Activation Conversion Awareness
Measureable
Homepage Landing page App store Email Ad
}
Resistance
Collect & ShareCollect imagesShare images
Visual collecting & sharing!
It’s a pain
Discover P
interest
Sign upHomepage Landing page App store Email Ad
Eh
CONCEPT STORIES ORIGIN STORIESWho a product is for Why someone would want to use it How they will discover the product What value/affordances someone should see What action(s) they should take
CONCEPT STORIES ORIGIN STORIESWho a product is for Why someone would want to use it How they will discover the product What value/affordances someone should see What action(s) they should take
}Target market Problem space Acquisition funnels, Mktg, SEO Requirements, Copy, Assets CTA(s)
Sign up
Collect and share something
Sign up
Collect and share something
CONCEPT STORIES ORIGIN STORIES USAGE STORIES
Goal MetWho Goal
Solve ProblemExperience Value
ProblemIncentiveCTA
FlowFinishFlow
Impediment
Sign up Payment Funnel drop-off (metrics) Mental hurdles Boredom Lack of value Usability
Inciting Incident
Rising Action
Rising Action
Rising Action
Crisis
Climax
Falling Action
End
Home In the KnowWant To Be In the Know
Access + MembershipFriends Are Here?
Sign up
Onboard
ing Flow Finish
FlowBoredom Lack of value
MICRO-STORIES AND HABIT LOOPS
Hours 1 2 3 4 5 6 ∞ Days Months Years
LONG-TERM ENGAGEMENT
EXERCISE
Goal MetWho / Goal
Value & Competitive advantage
Problem
Product
Name
Market
Catego
ry
TakeawayCompetition
GREATNORTHELECTRIC.COM
} Concept Story
EXERCISE } Usage Story
Goal MetWho Goal
Solve ProblemExperience Value
ProblemIncentiveCTA
FlowFinishFlow
Impediment
Sign up Payment Funnel drop-off (metrics) Mental hurdles Boredom Lack of value Usability
SUPPORTING YOUR STORY
EXERCISE
SUPPORT YOUR STORY
NOW WHAT?
AGENDA
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AGENDA
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AGENDA
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57
AGENDA
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AND…?
Meet User Expectations
Make Community more engaging
Enhance Competition
Enhance Identity & Personalize Content
Meet Athlete Needs
Push Content
Fanlime 1.3 Overview - Priority 1 and 1 (e) Items
RULES OF THUMBStories are character-driven
Characters are goal-driven
Conflict is key
Goals are measurable
Goals can change
WHAT IS THE STORY?
THANK YOU.
DONNA LICHAW GREATNORTHELECTRIC.COM
@DLICHAW
LIS HUBERT
ELISABETHHUBERT.COM
@LISHUBERT