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The Power of StoryCreating empathy & connectionfor user experience
A Rosenfeld Media – O’Reilly Webinar
Webcast: http://oreillynet.com/pub/e/2665
April 19, 2013
Whitney Quesenbery
WQusability
Hi!
User research, usability, accessibility Former theatre designer Storytelling as a way to understand users,
culture, and context in UX design Two-and-an-almost books
Couriemail.com.au
Stories connect us
Stories create relationships
Who is telling the story? Who is the audience
for the story?
What do they share?
What do they share?
Stories create bridges
This is the one that matters
The story is created by everyone
“Tomorrow and Tomorrow” by Timothy Sullivan Center for Contemporary Opera, 1987Directed by Stephen Jarrett, Scenery by Robert Edmonds, Lighting by Whitney Quesenbery. With Suzan Hanson
The story is created by everyone
“Tomorrow and Tomorrow” by Timothy Sullivan Center for Contemporary Opera, 1987Directed by Stephen Jarrett, Scenery by Robert Edmonds, Lighting by Whitney Quesenbery. With Suzan Hanson
Stories change us
Julia’s Journal – JuliaAshtonSayers.blogspot.com
Stories change how we think
Our experience of
the world is shaped
by our
interpretations of it,
the stories we tell
ourselves.... so the
key to personal
transformation is
story
transformation.
- Timothy Wilson, RedirectScreen from Tripit
Stories make data memorableand bring personas to life
We can’t empathize until we know someone’s story.
Screen: Globalgiving.comFor more::http://succeedwithsuccessstories.com/dr-spocks-guide-to-improving-your-charitable-appeals/
Narrative weaves the user journey into the structure of a site.
How will you tell the story?
Mary and Leonard Trujillo – The Mudhead Gallery
Each voice is a perspective
Third Person Second Person First Person
Story is told about someone, looking at them from the outside
Story is a conversation between the storyteller and another person
Story is told from the point of view of the main character
For example:A UX person telling stories about how several different people responded to a prototype.
Persona stories, especially if there is more than one
For example: Feedback to a participant or other stakeholder,
“Interviewing a persona”
Talking directly to users of a product
For example: A UX person telling the story of their own reactions.
Retelling a story from the point of view of the original experience.
Maintains a distance between “us” and “them”
Creates a direct connection and invites the other person to respond.
Invites the audience to look at the story through the eyes of
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3rd person allows you to explain and interpret
Whose words and thoughts are these?
Are these things that Mary would say or are they our interpretation of all the data and stories that went into the Mary persona?
How can we show when we are using her own words?
Does this story invoke research authority- a “realist tale”?
Mary works as a nurse in a hectic women’s health center for a low-income neighborhood. …Her questions about cancer mostly come from her patients, or from wanting to be sure that she catches any early signs.…She has learned conversational Spanish, so she can talk to her patients for whom this is a first language. …When she looks things up on the Web, she tends to go back to familiar sites
John van Mannen – Tales from the Field
2nd person creates conversation
How can you show the conversation?
Interviews maintain a separation
Conversations can also happen between two personas
Persona by Caroline Jarrett for the Open University
1st person invites identity
You represent the persona and tell the story from their point of view.
Lets you “get into the head” of the story (an “impressionist tale”)
OR
First person can tell your story of your experience with the person (a “confessional tale”)
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Stories are building blocks
Kindersandi.moonfruit.com
Tell a story to explain patterns
Explain patterns in the data
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Bring stories into your meetings Tell quick stories in design sessions
Specify
Understand
Design
Evaluate
User research:Collecting stories aboutcontext, goals, needs,emotions Analysis:
Stories explain patterns
DesignStories explore current problems and new ideas
Evaluation:Try out the stories and see if they work
Make stories part of your work
Stories give us...A richer understanding of context
Innovation from real needs
More persuasive ideas
People in the center of the process
Coral reef in Ras Muhamad Nature Park
Create stories that get repeated
Based on real data
The stories you want told
Generate insights and empathy
& that lead to action!
Storytelling for User Experience:Crafting stories for better design
with Kevin Brookswww.rosenfeldmedia.com
Global UX:Design and research in a connected world
with Daniel Szuc @gobalux
A Web for Everyone:Designing accessibleuser experiences
with Sarah Hortonwww.rosenfeldmedia.comSummer 2013
Next up: See you at....
31 Awesomely Practical Tips – May 29http://rosenfeldmedia.com/events/practical-ux-tips/