Storymapping The User Experience

1. STORYMAPPING THE USER EXPERIENCE DONNA LICHAW DONNALICHAW.COM   @DLICHAW

2. TODAY’S AGENDA Why story? How stories work Developing your stories Applying stories Rules of thumb

3. INTRODUCTIONS Who you are What you do Why you are here today

4. THE WAY THINGS WERE

5. Designing for the Digital Age: Creating Human-Centered Products and Services Table 16.8. Sketching from a scenario. Scenario step Sketch Comments 1. Laura takes a call from Mr. Cowell, who needs to make an appointment for his cat to have a tumor removed. Laura finds him in the client list and opens his record to see detail in the client over- view display area, which shows that Mr. Cowell has three cats, one of whom is flagged for follow-up. cowell,bob cowell,tom find cowell client list workspace fluffy xenaclient 2 1 3 This first sketch draws upon the organizer/workspace pattern and the data model, which indicates that pets are parts of the client record. The “find” field is understood as a placeholder for some way or ways to locate clients.

6. Hinman, Rachel. 2012. The Mobile Frontier. New York: Rosenfeld Media. www.rosenfeldmedia.com/books/mobile-design/

7. FLAT FLOWS High bounce rates Low conversion Low activation Low engagement High funnel drop-off

8. STORYTELLING

9. STORYTELLING there’s A Formula For That

10. STORYTELLINGMAPPING

11. http://www.denofgeek.com/tv/breaking-bad/27141/see-inside-the-breaking-bad-writers-room

12. http://www.sundance.tv/series/the-writers-room/photos/the-writers-room-breaking-bad#/9

13. Not to be confused with…

14. http://www.agileproductdesign.com/blog/the_new_backlog.html

15. It’s more like…

16. MAKE THINGS GO BOOM

17. HOW STORY WORKS

18. Beginning Middle End

19. Hero Goal Exposition

20. Inciting Incident or Problem Hero Goal Exposition

21. Rising Action Inciting Incident or Problem Hero Goal Exposition

22. Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis

23. Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis

24. Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement

25. End Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Falling Action Denouement

26. End Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement

27. EXERCISE End Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement

28. 3STORIES

29. CONCEPT STORIES ORIGIN STORIES USAGE STORIES

31. Goal Met Who   Goal Value & Competitive advantage Problem Product Name Market Category Takeaway Competition

32. 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

33. EXERCISE Goal Met Who / Goal Value & Competitive advantage Problem Product Name Market Category Takeaway Competition } Concept Story

35. Collect & Share Collect images  Share images Visual collecting & sharing! It’s a pain Discover Pinterest Sign up Homepage Landing page App store Email Ad Eh

36. Goal met Who   Goal Why they should care  problem solved Problem  Trigger  Painpoint Discover product 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

37. CONCEPT STORIES ORIGIN STORIES Who 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

38. CONCEPT STORIES ORIGIN STORIES Who 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)

39. EXERCISE } Origin Story Goal met Who   Goal Why they should care  problem solved Problem  Trigger  Painpoint Discover product Action Word of mouth Paid advertising Google search App store Other channels/touchpoints Homepage Landing page App store Email Ad Resistance

40. Sign up Collect and share something

41. Sign up Collect and share something

43. Goal Met Who   Goal Solve Problem  Experience Value Problem  Incentive  CTA Flow Finish  Flow Impediment Sign up Payment Funnel drop-off (metrics) Mental hurdles Boredom Lack of value Usability

44. Inciting Incident

45. Rising Action

46. Rising Action

47. Rising Action

48. Crisis

49. Climax

50. Falling Action

51. End

52. Home   In the KnowWant To Be In the Know Access + Membership  Friends Are Here? Sign up Onboarding Flow Finish  Flow Boredom Lack of value

53. Inciting Incident

54. Rising Action

55. Rising Action

56. Rising Action

57. Crisis

58. Climax Falling Action

59. End

60. MICRO-STORIES AND HABIT LOOPS

61. Hours 1 2 3 4 5 6 ∞ Days Months Years LONG-TERM ENGAGEMENT

62. Goal Met Who   Goal Solve Problem  Experience Value Problem  Incentive  CTA Flow Finish  Flow Impediment Sign up Payment Funnel drop-off (metrics) Mental hurdles Boredom Lack of value Usability

63. EXERCISE } Usage Story Goal MetWho   Goal Solve Problem  Experience Value Problem  Incentive  CTA Flow Finish  Flow Impediment Sign up Payment Funnel drop-off (metrics) Mental hurdles Boredom Lack of value Usability

64. CASE STUDIES

65. DAFFODILS

66. Ben, The Dutiful Citizen  NARRATIVE ARC    CPC donors tend to ﬁt this proﬁle.    Action&Excitement Timeline Gives: “I use the park and should contribute.” Lives or works near the park.  Loves spending time outdoors. Asked to donate • Broadcast media • Social media • Mail (paper, email) Deterrents: • Trust • Intangible ROI • Digital usability • Geographical relevance Sees: “I can see where my money is going when I’m at the park. I don’t get that with cancer research. I can’t see cells in a microscope.” Feels ownership and sees utility in Central Park Goals met: • To be a part of something bigger • To contribute to society by doing their duty

67. Ben, The Dutiful Citizen  CONTENT & FUNCTIONALITY    This content & functionality will help Ben stay informed and remind him to donate.   Action&Excitement Timeline Reminders • Signage about donations in strategic locations throughout park • Acquisition of e-mail address at time of previous gift, “Remind me to give in the future?” • Social reminders, e.g. Twitter, Facebook tied to park improvements • Simpliﬁed mobile sign-up for gift reminders (outside of a gift interaction) Making a Donation • Detailed needs and associated costs in giving menu • Focus on what gifts are supporting now in the blog, including recent projects and the Year in Review (beyond the annual report) • Information about the number and impact of smaller gifts (daffodils) • Information about where your money goes and where project support comes from After the Donation • E-mail campaign tied to speciﬁc deadlines • Tangible outcomes, such as a tote, water bottle, or lunch box • Deadlines with “blunt language” for donation categories, which explain why the deadline exists

68. COMMUNITY ACCESS GIVING

69. The Seton Hill University Student Story Goals met: • Educated • Job-ready • Community New student goals: • To learn • To be job-ready • To be a part of a community Timeline Action/Excitement/Awesomeness Admissions Graduation Thinks that attending SHU is the best way to meet her or his goal Attends SHU Finds and feels: Strong sense of community Access to faculty/staff Spirit and ethos of giving Extremely happy with SHU Feels like a part of SHU THE STUDENT STORY

70. The Seton Hill University Engaged Alumna/us Story Goals met Networked Community Alumna goals: • To get a job or extend professional network • To stay connected to her community Timeline Action/Excitement/Awesomeness Graduation ∞ Is asked to volunteer on the board Participates on the board Finds and feels: • Strong sense of community • Access to faculty/staff • Spirit and ethos of giving Extremely happy with SHU Feels like a part of SHU Struggles: • Registering for events online • Finding out news about campus • Accessing faculty/staff • Finding other alumni • Knowing about job opportunities • FB is easier way to meet goals THE ENGAGED ALUMNI STORY

71. Alumna Goals: • To get a job or extend professional network • To stay connected to her community ∞ The Seton Hill University Differently-Engaged Alumna/us Story Goals met Networked Community Seeks community of alumni through informal channels: • In-person meetups, meals, coffee • Facebook newsfeed, alumni groups Timeline Action/Excitement/Awesomeness Graduation Misses SHU community THE DISENGAGED DIGITAL ALUMNI STORY

72. ∞ Alumna Goals: • To get a job or extend professional network • To stay connected to her community Visits website and participates in digital services Finds and feels: • Strong sense of community • Access to faculty/staff • Spirit and ethos of giving Extremely happy with SHU Feels like a part of SHU The Seton Hill University Future-State Engaged Alumna/us Story Goals met Networked Community Timeline Action/Excitement/Awesomenessry Graduation Misses SHU community Becomes aware of alumni website GAPS & OPPORTUNITIES

73. SPREADSHEETS

74. FINDING YOUR STORY

75. LOOK

76. LOOK

77. AGENDA ‣ INSERT CHAPTER TITLES 94

78. LISTEN

79. USING YOUR STORY

80. COMMUNICATE

81. WRITE

82. ILLUSTRATED Cheng, Kevin. 2012. See What I Mean. New York: Rosenfeld Media. rosenfeldmedia.com/books/comics/ VISUALIZE

83. VISUALIZE

84. VISUALIZE

85. ACT IT OUT

86. Gap analysis SWOT analysis Requirements gathering Needs assessment SUPPORT

87. STRATEGIZE

88. STRATEGIZE

89. RULES OF THUMB Stories are character-driven Characters are goal-driven Conflict is key Goals are measurable Goals can change

90. WHAT IS THE STORY?

91. DONNALICHAW.COM | @DLICHAW THE USER’S JOURNEY

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