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Storytelling for CX: Make Your Audience the Hero

rivetlogic
rivetlogic

Too often, we think about the look & feel for experience designs more than we do about the story we are trying to communicate. In this presentation, we explore how customer experience and digital marketing leaders can use storytelling for digital experience at the intersection of editorial, design, and development. Learn: - Available techniques and technologies for effective online storytelling - How to better construct narratives around products and services - How to use storytelling to more deeply engage your audiences.

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STORYTELLING FOR CX MAKE YOUR AUDIENCE THE HERO Jason Cranford Teague @CranfordTeague | #StorytellingCX www.rivetlogic.com rivetl gic
STORYTELLING FOR CX THANKS @CranfordTeague | #StorytellingCX rivetl gic
JASON CRANFORD TEAGUE Adjunct UX Lead & Adjunct Professor at Drexel University, Interactive Digital Media jasonct@rivetlogic.com 541.600.4422 @CranfordTeague STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
STORYTELLING FOR CX MY STORY @CranfordTeague | #StorytellingCX rivetl gic
STORYTELLING FOR CX 1994 @CranfordTeague | #StorytellingCX rivetl gic
STORYTELLING FOR CX 1998 @CranfordTeague | #StorytellingCX rivetl gic
STORYTELLING FOR CX 2006 @CranfordTeague | #StorytellingCX rivetl gic
STORYTELLING FOR CX NOW @CranfordTeague | #StorytellingCX rivetl gic WWW.RIVETLOGIC rivetl gic
STORYTELLING FOR CX BOOKS: 19 @CranfordTeague | #StorytellingCX rivetl gic
@CranfordTeague | #StorytellingCX STORYTELLING FOR CX WE ARE ALL STORYTELLERS INTRODUCTION rivetl gic
STORYTELLING FOR CX Thinking about interfaces is thinking too small. Designing human- computer experience isnt about building a better desktop. Its about creating imaginary worlds that have a special relationship to reality: worlds in which we can extend, amplify, and enrich our own capacities to think, feel, and act. Brenda Laurel, Computers as Theatre, 2nd Ed @CranfordTeague | #StorytellingCX rivetl gic
Storytelling for CX: Make Your Audience the Hero
Storytelling for CX: Make Your Audience the Hero
Storytelling for CX: Make Your Audience the Hero
STORYTELLING FOR CX Beginning THIS IS A STORY @CranfordTeague | #StorytellingCX rivetl gic Middle End ONCE UPON A TIME SOMETHING HAPPENED AND THEY LIVED HAPPILY EVER AFTER.
@CranfordTeague | #StorytellingCX STORYTELLING FOR CX MAPS LET ME TELL YOU A STORY ABOUT rivetl gic
STORYTELLING FOR CX Beginning MAP STORY @CranfordTeague | #StorytellingCX rivetl gic Middle End EVERYONE MADE MAPS THEY MADE THEM TOO BIG NO ONE WANTED TO MAKE MAPS ANYMORE.
THE STORY TELLER STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
Storytelling for CX: Make Your Audience the Hero
STORYTELLING FOR CX We are the music makers, And we are the dreamers of dreams Arthur OShaughnessy, Ode @CranfordTeague | #StorytellingCX rivetl gic
one that originates or creates something. author STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
the self-moved being that is the source of all motion. prime mover STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
People we listen to in order to make sense of the universe. trusted filter STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
WHY STORIES? STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
Brings your audience along for the ride. engagement STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
why people pay attention to a story Things that make you go Hmmm STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
why people pay attention to a story BOOM! Moment STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
WHY STORIES FOR CX? STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
Helps them through complex processes. Guide STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
Provides a tangible reason for activities. Purpose STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
Helps them understand the value of what they are doing. Understanding STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
Helps them retain information. Memory STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
TELLING A STORY TO YOUR CUSTOMERS STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic HERO STRUCTURE PROGRESS
@CranfordTeague | #StorytellingCX STORYTELLING FOR CX HAVE A HERO TELLING STORIES 1 rivetl gic
STORYTELLING FOR CX A hero ventures forth from the world of common day into a region of supernatural wonder: fabulous forces are there encountered and a decisive victory is won: The hero comes back from this mysterious adventure with the power to bestow boons on his fellow man. Joseph Campbell @CranfordTeague | #StorytellingCX rivetl gic
A person in a story. A Character STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
The character(s) whose actions are admired by other characters in a story. The Hero STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
The character(s) whose actions are reviled by other characters in a story. The Villain STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
WHO IS THE HERO? STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
WHO IS THE HERO? STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic PRODUCTCUSTOMER COMPANY
WHO IS THE HERO? STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
PRODUCT AS HERO STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
THE IPHONE STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
Storytelling for CX: Make Your Audience the Hero
COMPANY AS HERO? STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
CUSTOMER AS VILLAN! STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
A GAME OF PHONES STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
@CranfordTeague | #StorytellingCX STORYTELLING FOR CX CREATE A STRUCTURE TELLING STORIES 2 rivetl gic
The events that make up astory The Plot STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
How we model the events to tell different kinds of stories. Story Structure STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
STORYTELLING FOR CX UX STORY MODELS @CranfordTeague | #StorytellingCX rivetl gic CONCEPT ORIGINUSAGE From Storytelling for User Experience ByWhitney Quesenbery&Kevin Brooks
Illustrates the big picture overview of what a product is. and outlines how your customers think about that product. Concept Story Model STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
STORYTELLING FOR CX Concept @CranfordTeague | #StorytellingCX rivetl gic
The story of someone using your product or service step by step Usage Story Model STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
STORYTELLING FOR CX Usage @CranfordTeague | #StorytellingCX rivetl gic
Works as a bridge between your concept story and your usage storybridging the gap between the concept of a product or service and the actual usage of it. Origin Story Model STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
STORYTELLING FOR CX Origin @CranfordTeague | #StorytellingCX rivetl gic
@CranfordTeague | #StorytellingCX STORYTELLING FOR CX SHOW PROGRESS TELLING STORIES 3 rivetl gic
STORYTELLING FOR CX In many cases when a reader puts a story aside because it 'got boring,' the boredom arose because the writer grew enchanted with his powers of description and lost sight of his priority, which is to keep the ball rolling. Stephen King @CranfordTeague | #StorytellingCX rivetl gic
STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic HOW DO YOU GET DIRECTIONS? NEED OPTIMAL OUTCOME STARTING POINT DESTINATION JOURNEY SOLUTION
What causes the action. Trigger STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
The desired effect and next steps. Result STORYTELLING FOR CX @CranfordTeague | #StorytellingCX rivetl gic
STORYTELLING FOR CX Beginning THIS IS A STORY @CranfordTeague | #StorytellingCX rivetl gic Middle End ONCE UPON A TIME SOMETHING HAPPENED AND THEY LIVED HAPPILY EVER AFTER.
STORYTELLING FOR CX Trigger THE MIDDLE BIT @CranfordTeague | #StorytellingCX rivetl gic Result THROW BALL HIT HEAD Trigger Result Trigger Result GO HOSPITAL CATCH PLAGUE GET SICK DIE
STORYTELLING FOR CX PROGRESS? @CranfordTeague | #StorytellingCX rivetl gic
STORYTELLING FOR CX BREADCRUMBS? @CranfordTeague | #StorytellingCX rivetl gic
@CranfordTeague | #StorytellingUX STORYTELLING FOR UX CRANFORDTEAGUE https://www.nearmisses.co.nz
@CranfordTeague | #StorytellingUX STORYTELLING FOR UX CRANFORDTEAGUE
@CranfordTeague | #StorytellingCX STORYTELLING FOR CX THE END rivetl gic ?
STORYTELLING FOR CX We're all stories, in the end just make it a good one, eh? Doctor Who @CranfordTeague | #StorytellingCX rivetl gic
STORYTELLING FOR CX JOB STORIES JOURNEY MAPS STORYBOARDS USER FLOWS STORY TELLING FOR DESIGN THINKING @CranfordTeague | #StorytellingCX rivetl gic
STORYTELLING FOR CX MAKE YOUR AUDIENCE THE HERO Jason Cranford Teague @CranfordTeague | #StorytellingCX www.rivetlogic.com rivetl gic

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Storytelling for CX: Make Your Audience the Hero