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The Convergence of 
UX and Storytelling 
Prepared for 2014 iMedia Brand Summit 
@rickstarbuck 
SVP User Experience 
Bank o...
! 
Once upon a time...
INSPECTOR 
KURT 
KRONER 
DID.
DOT BOOM!
DOT BOOM
TASTES GREAT.
PSYCHOLOGY + TECHNOLOGY 
BRAND EXPERIENCE
PSYCHOLOGY + TECHNOLOGY 
BRAND EXPERIENCE
WHY 
STORYTELLING + 
UX?
DIGITAL 
EMPOWERMENT + 
! 
ECONOMIC 
SUPER-PRESSURE
ROI 
DIGITAL 
EMPOWERMENT + 
! 
ECONOMIC 
SUPER-PRESSURE
WILL CLICK 
FOR CHEESE.
YOUR BRAND 
is a COMMODITY.
PERSONAS 
USE CASES 
SITE MAPS 
WIREFRAMES
emotion?
Perception 
Persuasion 
Motivation 
Desire
50% OF WHAT WE SHOULD BE 
DOING FOR BRANDS IS NOT 
PREDICTABLY QUANITFIABLE. 
Scott Bedbury, former CMO of Nike and Starbu...
BRING VALUE OR DIE.
UX, GOING UP. 
! 
ADVERTISING, 
GOING DOWN.
RATIONAL
RATIONAL EMOTIONAL
HUMANS 
RESPOND TO 
STORIES. 
“Good stories make a concept visual, tangible and personal” 
—Susan Weinschenk
NEW EXPECTATIONS.
NEW TOOLS.
NEW BROWSERS.
NOT AN IDIOT.
BRAND 
ENGAGEMENT.
INVISIBLE 
ISN’T 
ENOUGH.
BUILT FOR ___?
WHERE 
have companies 
steered the UX ship?
Pinterest copycat.
Pinterest copycat. 
Social shopping.
Pinterest copycat. 
Social shopping. 
Vacuums?
Pinterest copycat. 
Social shopping. 
Vacuums? 
Hey girlfriend!
Pinterest copycat. 
Social shopping. 
Hey girlfriend! 
Vacuums? 
Apps?
Pinterest copycat. 
Social shopping. 
Hey girlfriend! 
Vacuums? 
Apps? 
Random questions?
Pinterest copycat. 
Social shopping. 
Hey girlfriend! 
Vacuums? 
Apps? 
Random questions? 
FEATURE VOMIT
TELLING STORIES 
THROUGH UX
STORYTELLING 
TO ENGAGE
STORYTELLING 
PLATFORMS
FA K E
FA K E
39
39
STORYTELLING 
TO CONVERT
69%
UX> 
The Art of Storytelling 
TRACTION
UX> 
The Art of Storytelling 
TRACTION
WHAT YOU KNOW YOU DON’T KNOW. 
(KDKs) 
WHAT YOU DON’T 
KNOW YOU DON’T KNOW. 
(DKDKs)
THE STATUS QUO. 
The Situation Today 
Describe the status quo as it is today. What are some challenges you face? Are there...
WHO IS THE HERO 
YOU’RE TALKING TO?
WHO ARE YOU TALKING TO? 
Get to Know Your Customer 
The sketches below represent an average customer. We’ve decorated him ...
YOUR TURN.
WHAT DOES 
SHE VALUE?
WHAT DO THEY VALUE? 
Currencies You Can Offer 
Think about the picture you’ve drawn of your customer. What are the things ...
STORYTELLING ARCHETYPES
STORYTELLING ARCHETYPES 
‣Overcoming the Monster - Defeating the pain point
STORYTELLING ARCHETYPES 
‣Overcoming the Monster - Defeating the pain point 
‣Rags to Riches - Help the downtrodden achiev...
STORYTELLING ARCHETYPES 
‣Overcoming the Monster - Defeating the pain point 
‣Rags to Riches - Help the downtrodden achiev...
STORYTELLING ARCHETYPES 
‣Overcoming the Monster - Defeating the pain point 
‣Rags to Riches - Help the downtrodden achiev...
STORYTELLING ARCHETYPES 
‣Overcoming the Monster - Defeating the pain point 
‣Rags to Riches - Help the downtrodden achiev...
STORYTELLING ARCHETYPES 
‣Overcoming the Monster - Defeating the pain point 
‣Rags to Riches - Help the downtrodden achiev...
STORYTELLING ARCHETYPES 
‣Overcoming the Monster - Defeating the pain point 
‣Rags to Riches - Help the downtrodden achiev...
PIE IN THE SKY. 
What If You Could Solve Anything? 
Great strategy connects the dots between what you do and why you do it...
SKETCH IT. 
What If You Could Do Anything? 
Draw a rough sketch of what the experience might look like. Keep it simple and...
YOUR TURN. 
FOR ENGAGEMENT? 
! 
AS A PLATFORM? 
! 
TO DRIVE CONVERSION?
YOUR TURN. 
FOR ENGAGEMENT? 
! 
AS A PLATFORM? 
! 
TO DRIVE CONVERSION? 
‣Overcoming the Monster
YOUR TURN. 
FOR ENGAGEMENT? 
! 
AS A PLATFORM? 
! 
TO DRIVE CONVERSION? 
‣Overcoming the Monster 
‣Rags to Riches
YOUR TURN. 
FOR ENGAGEMENT? 
! 
AS A PLATFORM? 
! 
TO DRIVE CONVERSION? 
‣Overcoming the Monster 
‣Rags to Riches 
‣The Qu...
YOUR TURN. 
FOR ENGAGEMENT? 
! 
AS A PLATFORM? 
! 
TO DRIVE CONVERSION? 
‣Overcoming the Monster 
‣Rags to Riches 
‣The Qu...
YOUR TURN. 
FOR ENGAGEMENT? 
! 
AS A PLATFORM? 
! 
TO DRIVE CONVERSION? 
‣Overcoming the Monster 
‣Rags to Riches 
‣The Qu...
YOUR TURN. 
FOR ENGAGEMENT? 
! 
AS A PLATFORM? 
! 
TO DRIVE CONVERSION? 
‣Overcoming the Monster 
‣Rags to Riches 
‣The Qu...
YOUR TURN. 
FOR ENGAGEMENT? 
! 
AS A PLATFORM? 
! 
TO DRIVE CONVERSION? 
‣Overcoming the Monster 
‣Rags to Riches 
‣The Qu...
... and we lived 
happily every after. 
Rick Starbuck 
Bank of America 
rick.starbuck@bankofamerica.com 
twitter.com/ricks...
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
Master Track B: "The UX & Storytelling Convergence"
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Master Track B: "The UX & Storytelling Convergence"

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Master Track B: "The UX & Storytelling Convergence"

  1. 1. The Convergence of UX and Storytelling Prepared for 2014 iMedia Brand Summit @rickstarbuck SVP User Experience Bank of America @adamkleinberg CEO/Co-Founder Traction Ad Age 2013 Small Agency of the Year West Region, Silver
  2. 2. ! Once upon a time...
  3. 3. INSPECTOR KURT KRONER DID.
  4. 4. DOT BOOM!
  5. 5. DOT BOOM
  6. 6. TASTES GREAT.
  7. 7. PSYCHOLOGY + TECHNOLOGY BRAND EXPERIENCE
  8. 8. PSYCHOLOGY + TECHNOLOGY BRAND EXPERIENCE
  9. 9. WHY STORYTELLING + UX?
  10. 10. DIGITAL EMPOWERMENT + ! ECONOMIC SUPER-PRESSURE
  11. 11. ROI DIGITAL EMPOWERMENT + ! ECONOMIC SUPER-PRESSURE
  12. 12. WILL CLICK FOR CHEESE.
  13. 13. YOUR BRAND is a COMMODITY.
  14. 14. PERSONAS USE CASES SITE MAPS WIREFRAMES
  15. 15. emotion?
  16. 16. Perception Persuasion Motivation Desire
  17. 17. 50% OF WHAT WE SHOULD BE DOING FOR BRANDS IS NOT PREDICTABLY QUANITFIABLE. Scott Bedbury, former CMO of Nike and Starbucks “ “
  18. 18. BRING VALUE OR DIE.
  19. 19. UX, GOING UP. ! ADVERTISING, GOING DOWN.
  20. 20. RATIONAL
  21. 21. RATIONAL EMOTIONAL
  22. 22. HUMANS RESPOND TO STORIES. “Good stories make a concept visual, tangible and personal” —Susan Weinschenk
  23. 23. NEW EXPECTATIONS.
  24. 24. NEW TOOLS.
  25. 25. NEW BROWSERS.
  26. 26. NOT AN IDIOT.
  27. 27. BRAND ENGAGEMENT.
  28. 28. INVISIBLE ISN’T ENOUGH.
  29. 29. BUILT FOR ___?
  30. 30. WHERE have companies steered the UX ship?
  31. 31. Pinterest copycat.
  32. 32. Pinterest copycat. Social shopping.
  33. 33. Pinterest copycat. Social shopping. Vacuums?
  34. 34. Pinterest copycat. Social shopping. Vacuums? Hey girlfriend!
  35. 35. Pinterest copycat. Social shopping. Hey girlfriend! Vacuums? Apps?
  36. 36. Pinterest copycat. Social shopping. Hey girlfriend! Vacuums? Apps? Random questions?
  37. 37. Pinterest copycat. Social shopping. Hey girlfriend! Vacuums? Apps? Random questions? FEATURE VOMIT
  38. 38. TELLING STORIES THROUGH UX
  39. 39. STORYTELLING TO ENGAGE
  40. 40. STORYTELLING PLATFORMS
  41. 41. FA K E
  42. 42. FA K E
  43. 43. 39
  44. 44. 39
  45. 45. STORYTELLING TO CONVERT
  46. 46. 69%
  47. 47. UX> The Art of Storytelling TRACTION
  48. 48. UX> The Art of Storytelling TRACTION
  49. 49. WHAT YOU KNOW YOU DON’T KNOW. (KDKs) WHAT YOU DON’T KNOW YOU DON’T KNOW. (DKDKs)
  50. 50. THE STATUS QUO. The Situation Today Describe the status quo as it is today. What are some challenges you face? Are there things you know you don’t know (KDKs)? Things you don’t know you don’t know (DKDKs) that research could help bring to light? What are opportunities you could take advantage of? Places where you’re falling short or stages of your customer’s journey you are not addressing as well as you should? Are there places where you are talking at them that could be improved by making THEM the hero of the story?
  51. 51. WHO IS THE HERO YOU’RE TALKING TO?
  52. 52. WHO ARE YOU TALKING TO? Get to Know Your Customer The sketches below represent an average customer. We’ve decorated him to put together a picture of who a customer might really be—in this case, Adam. On the next page, you’ll create a picture of your customer. Get beyond demographics and really see her as a person, living inside their own “story” (a.k.a. their life). CREATIVE DIRECTOR GLASSES FRESHLY SHAVED BALD HEAD FIGHTING WITH 10-YR OLD OVER IPAD READY FOR FOOTBALL! FIGHTING WITH 8-YR OLD OVER LAPTOP CREEPER HER KATIE PERRY ON MY IPAD
  53. 53. YOUR TURN.
  54. 54. WHAT DOES SHE VALUE?
  55. 55. WHAT DO THEY VALUE? Currencies You Can Offer Think about the picture you’ve drawn of your customer. What are the things they value? What problems do they face? What motivates them? Understanding that allows you to identify “currencies” that can deliver that value. Is there a cause they might want to help? Do the want status or perks? How could their lives be easier or more fun? Internal External Collective Individual Moral ! Need to do good Social ! Need for recognition Economic ! Need for material success Tribal ! Need for community Pleasure ! Need for enjoyment
  56. 56. STORYTELLING ARCHETYPES
  57. 57. STORYTELLING ARCHETYPES ‣Overcoming the Monster - Defeating the pain point
  58. 58. STORYTELLING ARCHETYPES ‣Overcoming the Monster - Defeating the pain point ‣Rags to Riches - Help the downtrodden achieve success
  59. 59. STORYTELLING ARCHETYPES ‣Overcoming the Monster - Defeating the pain point ‣Rags to Riches - Help the downtrodden achieve success ‣The Quest - The hero overcomes numerous odds
  60. 60. STORYTELLING ARCHETYPES ‣Overcoming the Monster - Defeating the pain point ‣Rags to Riches - Help the downtrodden achieve success ‣The Quest - The hero overcomes numerous odds ‣Voyage and Return - Thrust your hero in an atypical situation
  61. 61. STORYTELLING ARCHETYPES ‣Overcoming the Monster - Defeating the pain point ‣Rags to Riches - Help the downtrodden achieve success ‣The Quest - The hero overcomes numerous odds ‣Voyage and Return - Thrust your hero in an atypical situation ‣Comedy - Introduce confusion that you help resolve
  62. 62. STORYTELLING ARCHETYPES ‣Overcoming the Monster - Defeating the pain point ‣Rags to Riches - Help the downtrodden achieve success ‣The Quest - The hero overcomes numerous odds ‣Voyage and Return - Thrust your hero in an atypical situation ‣Comedy - Introduce confusion that you help resolve ‣Tragedy - Illustrate the consequences of human fealty
  63. 63. STORYTELLING ARCHETYPES ‣Overcoming the Monster - Defeating the pain point ‣Rags to Riches - Help the downtrodden achieve success ‣The Quest - The hero overcomes numerous odds ‣Voyage and Return - Thrust your hero in an atypical situation ‣Comedy - Introduce confusion that you help resolve ‣Tragedy - Illustrate the consequences of human fealty ‣Rebirth - Point out that there has to be a better way
  64. 64. PIE IN THE SKY. What If You Could Solve Anything? Great strategy connects the dots between what you do and why you do it. Brainstorm and come up with some ideas that allows you to deliver on the currencies your customer values, and helps you solve a challenge you identified with the status quo. Remember, people respond to stories! A customers that . A customers that . A customers that . A customers that . A customers that . responsive app thingy inspires creative in by allowing them to design a color palette for the walls of their home
  65. 65. SKETCH IT. What If You Could Do Anything? Draw a rough sketch of what the experience might look like. Keep it simple and don’t worry about details—we’re designing a framework for an experience, not the end result. Just come up with a high level view like we’ve done in the example below. We’ve provided a bunch of pages for you to sketch on so don’t worry about messing up or getting it “right.” COLOR PALETTE APP THINGY! PRESS A COLOR TO ADD TO PALETTE SWIPE to SEE OTHER COLORS FB TW PI SHARE YOUR “STORY” BUTTONS! SWIPE
  66. 66. YOUR TURN. FOR ENGAGEMENT? ! AS A PLATFORM? ! TO DRIVE CONVERSION?
  67. 67. YOUR TURN. FOR ENGAGEMENT? ! AS A PLATFORM? ! TO DRIVE CONVERSION? ‣Overcoming the Monster
  68. 68. YOUR TURN. FOR ENGAGEMENT? ! AS A PLATFORM? ! TO DRIVE CONVERSION? ‣Overcoming the Monster ‣Rags to Riches
  69. 69. YOUR TURN. FOR ENGAGEMENT? ! AS A PLATFORM? ! TO DRIVE CONVERSION? ‣Overcoming the Monster ‣Rags to Riches ‣The Quest
  70. 70. YOUR TURN. FOR ENGAGEMENT? ! AS A PLATFORM? ! TO DRIVE CONVERSION? ‣Overcoming the Monster ‣Rags to Riches ‣The Quest ‣Voyage and Return
  71. 71. YOUR TURN. FOR ENGAGEMENT? ! AS A PLATFORM? ! TO DRIVE CONVERSION? ‣Overcoming the Monster ‣Rags to Riches ‣The Quest ‣Voyage and Return ‣Comedy
  72. 72. YOUR TURN. FOR ENGAGEMENT? ! AS A PLATFORM? ! TO DRIVE CONVERSION? ‣Overcoming the Monster ‣Rags to Riches ‣The Quest ‣Voyage and Return ‣Comedy ‣Tragedy
  73. 73. YOUR TURN. FOR ENGAGEMENT? ! AS A PLATFORM? ! TO DRIVE CONVERSION? ‣Overcoming the Monster ‣Rags to Riches ‣The Quest ‣Voyage and Return ‣Comedy ‣Tragedy ‣Rebirth
  74. 74. ... and we lived happily every after. Rick Starbuck Bank of America rick.starbuck@bankofamerica.com twitter.com/rickstarbuck Adam Kleinberg Traction adam@tractionco.com twitter.com/adamkleinberg

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