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Storytelling
101
Storytelling
Communicate your vision and make your
audience care about the people for whom you
are designing.

Project Goal:
A concise user-driven narrative that
communicates the team’s insights, shows the
value of the solution, and inspires the audience.
Process Essentials:
Distill to a simple shared understanding of
the central vision to communicate.
Edit the team’s story down to what is critical
and resonant to the audience.
Craft a short visual presentation that
engages your audience.
Learning Objectives
Practice a user-centered form of
storytelling.
Get comfortable with showing and inspiring
rather than reporting.
Iterate on the ways in which storytelling can
have the greatest impact on your audience.
3 keys for success
Show, don’t tell
Bring the user to life
Create a story arc with character, conflict,
and transformation
Show, don’t tell.

http://vimeo.com/midway/midwayfilm
Bring the User to life

http://www.youtube.com/watch?v=VbQGlO0B5nY&feature=youtu.be&deskt
Story arc: character,
conflict, & transformation

http://www.imdb.com/video/screenplay/vi18603
Story arc: character,
conflict, & transformation

http://www.youtube.com/watch?
v=loxJ3FtCJJA
STEP-BY-STEP
1. Storyboard
2. Improvise
3. Gut Check
4. Practice
Storyboard
On a board, as a team, build a story arc that
introduces the character, sets up conflict,
and then shows transformation.
Use sketches and words to make the
storyboard.
Get your team to contribute to this group
artifact.
Storyboard
Ask the team:
What is the core character and need of our
user, and what are the details we want to
use to show that?
How does our work transform (part of) our
character’s life?
What is the core idea that our solution is
supposed to communicate?
Improvise
Once you have a basic idea of the arc you
are trying to create, the best way to
develop your presentation is to improvise
your way to it.
Move quickly from creating your storyboard
to playing it through.
Actually speak the narration and act the
parts.
Gut Check Consider if you have these four
elements that we look for in early-stage design project
pitches

It presents a User that the audience actually cares
about, brought to life
It expresses something you learned that is actually
new and insightful
It expresses the central features of a solution worth
pursuing (that responds to the needs of a user, and
leverages what you have learned)
It gives a vision for where you are headed (inspire the
audience about what will be next)
Practice
Do multiple live-action full run-throughs.
Cycle through this process many times, as
though it were any other iterative design
project.
Do it.
Set up a whiteboard with free space to
storyboard.
Storyboard the story of your user, one
prototype and one user test.

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Storytelling 101

  • 2. Storytelling Communicate your vision and make your audience care about the people for whom you are designing. Project Goal: A concise user-driven narrative that communicates the team’s insights, shows the value of the solution, and inspires the audience.
  • 3. Process Essentials: Distill to a simple shared understanding of the central vision to communicate. Edit the team’s story down to what is critical and resonant to the audience. Craft a short visual presentation that engages your audience.
  • 4. Learning Objectives Practice a user-centered form of storytelling. Get comfortable with showing and inspiring rather than reporting. Iterate on the ways in which storytelling can have the greatest impact on your audience.
  • 5. 3 keys for success Show, don’t tell Bring the user to life Create a story arc with character, conflict, and transformation
  • 7. Bring the User to life http://www.youtube.com/watch?v=VbQGlO0B5nY&feature=youtu.be&deskt
  • 8. Story arc: character, conflict, & transformation http://www.imdb.com/video/screenplay/vi18603
  • 9. Story arc: character, conflict, & transformation http://www.youtube.com/watch? v=loxJ3FtCJJA
  • 11. Storyboard On a board, as a team, build a story arc that introduces the character, sets up conflict, and then shows transformation. Use sketches and words to make the storyboard. Get your team to contribute to this group artifact.
  • 12. Storyboard Ask the team: What is the core character and need of our user, and what are the details we want to use to show that? How does our work transform (part of) our character’s life? What is the core idea that our solution is supposed to communicate?
  • 13. Improvise Once you have a basic idea of the arc you are trying to create, the best way to develop your presentation is to improvise your way to it. Move quickly from creating your storyboard to playing it through. Actually speak the narration and act the parts.
  • 14. Gut Check Consider if you have these four elements that we look for in early-stage design project pitches It presents a User that the audience actually cares about, brought to life It expresses something you learned that is actually new and insightful It expresses the central features of a solution worth pursuing (that responds to the needs of a user, and leverages what you have learned) It gives a vision for where you are headed (inspire the audience about what will be next)
  • 15. Practice Do multiple live-action full run-throughs. Cycle through this process many times, as though it were any other iterative design project.
  • 16. Do it. Set up a whiteboard with free space to storyboard. Storyboard the story of your user, one prototype and one user test.