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Sarah Doody | Knowing your users & their stories 1
Storytelling in Product Development
Knowing your users & their stories
@sarahdoody
Sarah Doody
www.sarahdoody.com
sarah@sarahdoody.com
#storytellingUX
October 2, 2013
Sarah Doody | Knowing your users & their stories
Every great product starts
with a great story.
Sarah Doody | Knowing your users & their stories
I’m a user experience designer.
But I realized that above all, I’m a storyteller.
Sarah Doody | Knowing your users & their stories
Neuroscience
of fact and fiction.
Sarah Doody | Knowing your users & their stories
Broca’s
area
Wernicke’s
area
Brain’s response to fact
Sarah Doody | Knowing your users & their stories
Broca’s
area
(language)
Wernicke’s
area
(language)
Brains response to fiction
Frontal
cortex
(emotion)
Motor cortex
(movement)
Sensory cortex
(sensation / touch)
Olfactory
cortex
(smell)
Sarah Doody | Knowing your users & their stories
Novels (stories) go beyond simulating
reality to give readers an experience
unavailable off the page:
the opportunity to enter fully into other
people’s thoughts and feelings.
From: Your Brain On Fiction by Annie Murphy Paul (New York Times)
Sarah Doody | Knowing your users & their stories
The project that went wrong.
Sarah Doody | Knowing your users & their stories
Which header do you prefer?
Header A
Header B
Sarah Doody | Knowing your users & their stories
69
I had mail.
Sarah Doody | Knowing your users & their stories
PRODUCT &
DESIGN
TECH BUSINESS
UX
Sarah Doody | Knowing your users & their stories
Telephone Game
Sarah Doody | Knowing your users & their stories
Observation
Far too often teams
focus on execution
before defining a
product opportunity or
value proposition.
Sarah Doody | Knowing your users & their stories
Symptoms
Product Team Users
• Scope creep
• Extended timeline
• Over budget
• Scope reduction
• Chasing tasks
• Burn out
• Declining passion
• Growing frustration
• Confusing ux
• Slow adoption
• No adoption
• No word of mouth
Sarah Doody | Knowing your users & their stories
It doesn’t matter how good
your (engineering) team is if
they are not given something
worthwhile to build.
Marty Cagan
Inspired: How To Create Products Customers Love
Sarah Doody | Knowing your users & their stories
Root Problem
We focus on the how
and what of a product,
letting why get left
behind.
Sarah Doody | Knowing your users & their stories
what howwhy
Product Development Timeline
Sarah Doody | Knowing your users & their stories
what howwhy
solutionstory / problem
Product Development Timeline
Sarah Doody | Knowing your users & their stories
If I had one hour to save the world I
would spend 45 minutes defining the
problem and only 5 minutes finding the
solution.
- Einstein
Sarah Doody | Knowing your users & their stories
why how
story
Product Development Timeline
what
solution
Sarah Doody | Knowing your users & their stories
It all starts with storytelling.
Sarah Doody | Knowing your users & their stories
What about personas
and user stories?
Sarah Doody | Knowing your users & their stories
Personas are polarizing.
Sarah Doody | Knowing your users & their stories
Users stories focus too much on
utility and not enough on the user.
Sarah Doody | Knowing your users & their stories
As a
I want to
so that
Sarah Doody | Knowing your users & their stories
Stories that make us care
aren’t created by chance,
they are created by design.
Andrew Stanton
Director, Screenwriter, Producer at Pixar
From: TED Talk : The Clues To A Great Story by Andrew Stanton
Sarah Doody | Knowing your users & their stories
Good stories give you a promise that
they’re going to lead you somewhere
that’s worth your time.
A well told promise carries a story
through to the end.
Andrew Stanton
Director, Screenwriter, Producer at Pixar
Sarah Doody | Knowing your users & their stories
Good products give you a promise that
they’re going to lead you somewhere
that’s worth your time.
A well told promise carries a
customer (& team) through to the end.
Sarah Doody | Knowing your users & their stories
How do you ensure your
product is rooted in a great
promise (story)?
Sarah Doody | Knowing your users & their stories
CHARACTERS + CONTEXT + CONFLICT
Intro
Rising
Action
Climax
Falling
Action
Resolution
Story Structure
Sarah Doody | Knowing your users & their stories
Eat the audience
Story Principles: Characters
- Hillman Curtis
Sarah Doody | Knowing your users & their stories
By developing characters first,
the plot of your story will
emerge organically ...
From: Joseph Campbell’s “The Hero’s Journey” by Scott Myers
- Scott Myers
Sarah Doody | Knowing your users & their stories
Case study:
Fact Check
Sarah Doody | Knowing your users & their stories
the square barista
Sarah Doody | Knowing your users & their stories
If you want to build a product
that’s relevant to people, you
need to put yourself in their
shoes. You need the write the
story from their side.
- Jack Dorsey
Sarah Doody | Knowing your users & their stories
Story Principles: Context
- Frank Gehry
Work from the inside
out.
Sarah Doody | Knowing your users & their stories
The functionality of
a single page
...
the
WHAT
Sarah Doody | Knowing your users & their stories
WHAT + WHY
are they on this
page or screen?
HOW
did they get
here?
WHERE
are they going
next?
Sarah Doody | Knowing your users & their stories
Context forces us to zoom out
from a moment in time or
specific functionality so we can
understand someone’s greater
experience.
Sarah Doody | Knowing your users & their stories
We can’t assume context
because today, we’re
tethered to technology.
Sarah Doody | Knowing your users & their stories
Story Principles: Conflict (Cause)
- Jason Goldberg
What’s your one
thing?
Sarah Doody | Knowing your users & their stories
All well drawn characters have a
spine -- an inner motor, a dominant
unconscious goal that they’re
striving for, an itch that they can’t
scratch.
- Judith Weston, Acting coach
From: TED Talk : The Clues To A Great Story by Andrew Stanton
Sarah Doody | Knowing your users & their stories
Wall-E
Find the beauty.
Woody
Do what was best
for his child.
Marlin
Prevent harm.
Sarah Doody | Knowing your users & their stories
Cinderella
moments.
Everyone’s
private driver.
Daily design
inspiration
... smile.
Sarah Doody | Knowing your users & their stories
What’s your one thing ...
your one conflict or
cause?
Sarah Doody | Knowing your users & their stories
CHARACTERS + CONTEXT + CONFLICT
Intro
Rising
Action
Climax
Falling
Action
Resolution
Story Structure
Sarah Doody | Knowing your users & their stories
Every great product starts
with a great story.
What’s yours?
Sarah Doody | Knowing your users & their stories
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Storytelling in Product Development: Knowing your users & their stories

  • 1. Sarah Doody | Knowing your users & their stories 1 Storytelling in Product Development Knowing your users & their stories @sarahdoody Sarah Doody www.sarahdoody.com sarah@sarahdoody.com #storytellingUX October 2, 2013
  • 2. Sarah Doody | Knowing your users & their stories Every great product starts with a great story.
  • 3. Sarah Doody | Knowing your users & their stories I’m a user experience designer. But I realized that above all, I’m a storyteller.
  • 4. Sarah Doody | Knowing your users & their stories Neuroscience of fact and fiction.
  • 5. Sarah Doody | Knowing your users & their stories Broca’s area Wernicke’s area Brain’s response to fact
  • 6. Sarah Doody | Knowing your users & their stories Broca’s area (language) Wernicke’s area (language) Brains response to fiction Frontal cortex (emotion) Motor cortex (movement) Sensory cortex (sensation / touch) Olfactory cortex (smell)
  • 7. Sarah Doody | Knowing your users & their stories Novels (stories) go beyond simulating reality to give readers an experience unavailable off the page: the opportunity to enter fully into other people’s thoughts and feelings. From: Your Brain On Fiction by Annie Murphy Paul (New York Times)
  • 8. Sarah Doody | Knowing your users & their stories The project that went wrong.
  • 9. Sarah Doody | Knowing your users & their stories Which header do you prefer? Header A Header B
  • 10. Sarah Doody | Knowing your users & their stories 69 I had mail.
  • 11. Sarah Doody | Knowing your users & their stories PRODUCT & DESIGN TECH BUSINESS UX
  • 12. Sarah Doody | Knowing your users & their stories Telephone Game
  • 13. Sarah Doody | Knowing your users & their stories Observation Far too often teams focus on execution before defining a product opportunity or value proposition.
  • 14. Sarah Doody | Knowing your users & their stories Symptoms Product Team Users • Scope creep • Extended timeline • Over budget • Scope reduction • Chasing tasks • Burn out • Declining passion • Growing frustration • Confusing ux • Slow adoption • No adoption • No word of mouth
  • 15. Sarah Doody | Knowing your users & their stories It doesn’t matter how good your (engineering) team is if they are not given something worthwhile to build. Marty Cagan Inspired: How To Create Products Customers Love
  • 16. Sarah Doody | Knowing your users & their stories Root Problem We focus on the how and what of a product, letting why get left behind.
  • 17. Sarah Doody | Knowing your users & their stories what howwhy Product Development Timeline
  • 18. Sarah Doody | Knowing your users & their stories what howwhy solutionstory / problem Product Development Timeline
  • 19. Sarah Doody | Knowing your users & their stories If I had one hour to save the world I would spend 45 minutes defining the problem and only 5 minutes finding the solution. - Einstein
  • 20. Sarah Doody | Knowing your users & their stories why how story Product Development Timeline what solution
  • 21. Sarah Doody | Knowing your users & their stories It all starts with storytelling.
  • 22. Sarah Doody | Knowing your users & their stories What about personas and user stories?
  • 23. Sarah Doody | Knowing your users & their stories Personas are polarizing.
  • 24. Sarah Doody | Knowing your users & their stories Users stories focus too much on utility and not enough on the user.
  • 25. Sarah Doody | Knowing your users & their stories As a I want to so that
  • 26. Sarah Doody | Knowing your users & their stories Stories that make us care aren’t created by chance, they are created by design. Andrew Stanton Director, Screenwriter, Producer at Pixar From: TED Talk : The Clues To A Great Story by Andrew Stanton
  • 27. Sarah Doody | Knowing your users & their stories Good stories give you a promise that they’re going to lead you somewhere that’s worth your time. A well told promise carries a story through to the end. Andrew Stanton Director, Screenwriter, Producer at Pixar
  • 28. Sarah Doody | Knowing your users & their stories Good products give you a promise that they’re going to lead you somewhere that’s worth your time. A well told promise carries a customer (& team) through to the end.
  • 29. Sarah Doody | Knowing your users & their stories How do you ensure your product is rooted in a great promise (story)?
  • 30. Sarah Doody | Knowing your users & their stories CHARACTERS + CONTEXT + CONFLICT Intro Rising Action Climax Falling Action Resolution Story Structure
  • 31. Sarah Doody | Knowing your users & their stories Eat the audience Story Principles: Characters - Hillman Curtis
  • 32. Sarah Doody | Knowing your users & their stories By developing characters first, the plot of your story will emerge organically ... From: Joseph Campbell’s “The Hero’s Journey” by Scott Myers - Scott Myers
  • 33. Sarah Doody | Knowing your users & their stories Case study: Fact Check
  • 34. Sarah Doody | Knowing your users & their stories the square barista
  • 35. Sarah Doody | Knowing your users & their stories If you want to build a product that’s relevant to people, you need to put yourself in their shoes. You need the write the story from their side. - Jack Dorsey
  • 36. Sarah Doody | Knowing your users & their stories Story Principles: Context - Frank Gehry Work from the inside out.
  • 37. Sarah Doody | Knowing your users & their stories The functionality of a single page ... the WHAT
  • 38. Sarah Doody | Knowing your users & their stories WHAT + WHY are they on this page or screen? HOW did they get here? WHERE are they going next?
  • 39. Sarah Doody | Knowing your users & their stories Context forces us to zoom out from a moment in time or specific functionality so we can understand someone’s greater experience.
  • 40. Sarah Doody | Knowing your users & their stories We can’t assume context because today, we’re tethered to technology.
  • 41. Sarah Doody | Knowing your users & their stories Story Principles: Conflict (Cause) - Jason Goldberg What’s your one thing?
  • 42. Sarah Doody | Knowing your users & their stories All well drawn characters have a spine -- an inner motor, a dominant unconscious goal that they’re striving for, an itch that they can’t scratch. - Judith Weston, Acting coach From: TED Talk : The Clues To A Great Story by Andrew Stanton
  • 43. Sarah Doody | Knowing your users & their stories Wall-E Find the beauty. Woody Do what was best for his child. Marlin Prevent harm.
  • 44. Sarah Doody | Knowing your users & their stories Cinderella moments. Everyone’s private driver. Daily design inspiration ... smile.
  • 45. Sarah Doody | Knowing your users & their stories What’s your one thing ... your one conflict or cause?
  • 46. Sarah Doody | Knowing your users & their stories CHARACTERS + CONTEXT + CONFLICT Intro Rising Action Climax Falling Action Resolution Story Structure
  • 47. Sarah Doody | Knowing your users & their stories Every great product starts with a great story. What’s yours?
  • 48. Sarah Doody | Knowing your users & their stories Recommended Reading