Storytelling: Finding the insights in research data
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Presentation at edUI Understanding our users starts from user research. But the complexities of the user patterns, behaviors, perceptions, and motivations can be hard to communicate in ways that help the team really understand the mindset of their audience. Stories let us shape research data into compelling narratives that build empathy and engage teams in the user journey and see both research insights and problems user experience through the eyes of your users.
Storytelling: Finding the insights in research data
- 1. Storytelling Finding the insights in research data Whitney Quesenbery Center for Civic Design @civicdesign | @whitneyq
- 2. Lighting design to civic design
- 3. When you hear drivers license office whats the first thing that comes to mind?
- 4. Perhaps the least-loved government office Photo: The Oregonian Live
- 5. Whats the story in the data about voter registration?
- 6. The clerks view Part of my job but not part of my mission
- 8. The information you provided today will be used to register you to vote or update your voter registration, unless you decline at this time.
- 9. The story is never just one piece of data
- 10. Stories create change From a collaborative process Changed perspectives Honoring constraints Easy to explain Easy to do Photo MSTIL.ORG
- 12. Too much data looks something like this
- 13. Or this.
- 14. Even a visualization needs a storyteller https://www.youtube.com/watch?v=jbkSRLYSojo
- 15. Our brains are wired for stories 9,020,000 results on Google +
- 16. UX stories fill the gaps with real information instead of letting our brain make it up.
- 18. We all interpret a story in our own way
- 20. Stories are not a broadcast
- 21. A good story is a springboard that changes the way a people think.
- 22. Stories start from juicy fragments Things you hear from more than one source Have a lot of action detail Have details that illuminate user data Surprise or contradict common beliefs And are clear, simple, and compelling.
- 23. We can use mini-stories to humanize data
- 24. 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, Redirect
- 25. You control the story by how you shape and tell it
- 26. Stories build empathy and help you feel not just understand the way people experience something.
- 27. Why do people get so lost on our site?
- 28. What is the path of a cancer journey?
- 29. Stories put a face on data and fill it out with rich details into a narrative thats easy to understand
- 30. What story is this site telling?
- 31. Whats the trigger to commit? Rachel, Enthusiastic dreamer 28, finished one year at uni, works in an office Lives in North London with a partner Hasnt settled down to a plan for her life First contact: OU ON TV Insomnia led Rachel to the OU, watching programs on the telly. She starts to enjoy the programmes and thinks about doing something to improve her career. It takes her a long time to act on this idea, but finally, she visits an Open Day. She spends ages thinking about it, sometimes browsing the web site, but also reading the brochures she has taken from the Open Day. On her third trip to an Open Day, she finally registers for an Openings course thats about to begin.
- 32. eggs onions cabbage vinegar potato salmon Why are people searching for groceries on a university website?
- 33. Why are people searching for groceries on a university website?
- 34. Stories help us see patterns and use them to set priorities
- 36. Its a story-rich world Learn to listen!
- 37. UX work is full of stories User research Ethnography Generative Site visits Personas Affinity analysis Card sorting Scenarios Storyboards Wireframes Prototypes Analytics Reviews Evaluative Usability Testing
- 38. Make the most of the stories you find
- 39. A story is successful when it gets used Based on real data The stories you want told Generate insights and empathy and lead to action!
- 40. Thank you. whitneyq@civicdesign.org @whitneyq civicdesign.org @civicdesign Storytelling for User Experience Rosenfeld Media
Editor's Notes
- #5: Photo: The Oregonian Live http://www.oregonlive.com/commuting/index.ssf/2014/04/oregon_dmv_the_nations_worst_s.html
- #11: Photo MSTIL.ORG
- #15: Hans Rosling's 200 Countries, 200 Years, 4 Minutes - The Joy of Stats - BBC Four
- #38: Collecting stories helps us understand people and ]goals, context.... Finding themes and patterns is a step in understanding the audience Stories help us explore how our work can change the world Usability evaluation is a way of trying the story out to see if it works for other people, too.