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Storytelling Strengthens Teams

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Jason Grant
Jason Grant

Presentation to the User Experience Professionals Association Boston Chapter (UXPA) December Monthly Meeting 2016

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F i n d t h e S T O R I E S t o D R I V E t h e S O L U T I O N . Storytelling Strengthens Teams December 1, 2016
A Brief Story of Jason Grant Student Architect Digital Strategy and Experiences ? ? Continue To Another Generation
Who, What, Where, When, How, Why Personas User(s) Stakeholder(s) All day Frequency Basis For a Transaction Specific Need At Desk On the road While commuting In a plane, on a train Native App Web App Hybrid App AI Chatbot… Scenarios Journey Map Touchpoints Use Cases Flows Prototypes DO YOU KNOW WHY?
Why: Empathic Design or User-Centered Design “ [Empathy is] the capacity to (a) be affected by and share the emotional state of another, (b) assess the reasons for the other’s state, and (c) identify with the other, adopting his or her perspective.” - Frans de Waal
Best way to expose everyone to WHY is with Storytelling
For over 27,000 years, since the first cave paintings were discovered, telling stories has been one of our most fundamental communication methods.
Storytelling Strengthens Teams
http://www.nytimes.com/2016/04/29/science/this-is-your-brain-on-podcasts.html http://www.nature.com/articles/nature17637.epdf
“The brains of the person telling a story and listening to it can synchronize” Uri Hasson - Princeton
Stories are up to 22 times more memorable than facts, especially if facts can be weaved in the story. If you don’t reinforce you end up with the Forgetting Curve: Back in 1885, Herman Ebbinghaus, a German psychologist, hypothesized and tested a theory on memory retention. Ebbinghaus asserted that the optimal timing for the first repetition is within twenty-four hours of the initial training. Timing plays a critical role in memory retention. https://en.wikipedia.org/wiki/Hermann_Ebbinghaus
Storytelling Strengthens Teams
Stories have always been part of user experience design as personas, flow charts, user stories, task mapping, journey map, scenarios, storyboards, and every other technique that we use to communicate how the solution will work. how
As a customer, I want a vehicle so that I get from A to B.
Sure this is a solution but is it the right one?
Why is Storytelling important… Who does Storytelling help? “Marketing is no longer about the stuff that you make, but about the stories you tell.” - Seth Godin
Storytelling as a strategic tool
Tom Apple Orchard 30% of revenue but core to other income Technology “rarely used, usually just bookkeeping” Paperwork Need to quickly and easily fill out paperwork to start the official process to get workers. Inspection The property that I will use to house the workers will need to be inspected. Interviews I will need to know when workers within the state and from supply states have applied for open positions, Workers I need workers who won’t damage the produce and will work quickly to get the crop picked before it spoils. Family Owned and Run Worked at the orchard with his father since he could walk. He loves his job and being part of the local community.
Tom
Tom
Tom
Tom
Ever since Tom could walk he loved helping his dad on the orchard. As he grew older he started to significantly contribute after the school day was over.
Tom decided to go to local college so he could continue to help his family tend to the orchard.
Even though helping on the orchard put a strain on his personal life, he still found his wife at college.
When Tom’s father passed away, he took over the orchard to continue to provide for his mom and his family.
Tom’s dedication to this business (way of life) is to continue a legacy and instill values to his children. He gets up at the crack of dawn everyday.
He begins by walking the field to determine what needs to be done to ensure the trees are healthy. While the orchard only brings 30% of direct yearly income, it drives the other 70%.
While in the orchard, Tom still uses a old cell phone due to the reliability of the signal, long battery and durability.
After walking the orchard, he makes sure the store is open and ready for business. The remaining long- term profit comes from apple driven products to get visitors.
And staples like coffee to get repeat local customers. Tom spends the late morning chatting up the locals since he believes that his community is important.
Seasonally, Tom can get more visitors by offering events at the orchard.
Tom is exhausted by the end of each day. The orchard is always on his mind and he needs to think months ahead because if something is missed, the orchard could fail.
One worry is when will the picking season start and will he have workers to accomplish it.
Local workers don’t want to do seasonal physical labor so Tom hires an Agent to help fill out the paperwork for legal foreign workers and deal with the day-to-day activities for this process while he is in the orchard.
Tom’s entire business relies on having additional workers for a select number of weeks that needs to be determined at least two months in advance. If there is a problem then his crop will go to waste.
If everything falls in place, Tom will yield a crop that will allow him to be in business for another year.
Tom ? Dedicated and passionate about his business. ? His ability to stay in business is reliant on additional pickers. ? Is away from technology most of the day. ? Needs to depend on an agent for a critical part of his operation. ? Agent needs authority to work on Tom’s behalf. What did we learn about Tom?
Tom ? Application Notification ? Probably doesn’t help if he is rarely in system. ? Can help if Agent is always in system and can call him. ? Email ? Something that will inform him at the end of the day. ? Text ? Could help for critical notifications. ? Would be annoying or blocked if non-critical notifications are sent. Notification Feature
Susan 13 Years Practicing Architecture Janet Chip CTO - Buyer BIM Tech - Influencer Technology “is a means to an end” Roger Client - Building Owner Capture The needs of the client through interviews, block diagrams, and building program. Develop Conceptual designs based on requirements & site restrictions. Create Images and data that will communicate the merits of each design option. Build The client’s confidence in “The Firm” to ensure “The Firm” is selected for the design development and construction Document phase of the project.
Lisa Shopping 90% of purchases online Technology “always connected” Discover There is a need or desire that wishes to be fulfilled as quickly as possible. Look There are many sites to fulfill the need but the goto site should be that which provides the solution. Buy Checkout should be simple, seamless and provide the . Receive The goods need to be received on-time, precise and correctly represented. ? Time Browsing takes too much Where is the dress?
Don’t forget the stories of your Anti-User or Evil User
Comic/Sketch Style
Wireframe Style
If you do not know or plan for your STORY then your product, service, support and/or competition will TELL IT FOR YOU.
Name Address SSN Email Phone Plan Options Review Responses Submit Signup on website– 10 Minutes FAIL Name Address SSN Email Phone Plan Options Review Responses Cable Provider Call Customer Service – 20 Minutes Name Address SSN Email Phone Plan Options Review Responses Done Connected with Gas Customer Service – 20 Minutes What???, I need to do this again! Create Electric Account Online – 5 Minutes Create Gas Account Online à Call Customer Service 45 Minutes
What do you think will be the story I tell others about this company?
How to frame a story… Putting the Pieces Together
Storytelling Strengthens Teams
PIXAR’s 22 Rules of Storytelling Great for Movies… Not the Best for Representing Users
Research, Research, Research… Have conversations, not interviews
Identify Patterns Outliers would be a separate story
Focus on what is important
Share and Enable others
Repeat story so entire team is on the same mission
Advise against creating fiction
Practice Makes Perfect ?Questions

More Related Content

Storytelling Strengthens Teams

  • 1. F i n d t h e S T O R I E S t o D R I V E t h e S O L U T I O N . Storytelling Strengthens Teams December 1, 2016
  • 2. A Brief Story of Jason Grant Student Architect Digital Strategy and Experiences ? ? Continue To Another Generation
  • 3. Who, What, Where, When, How, Why Personas User(s) Stakeholder(s) All day Frequency Basis For a Transaction Specific Need At Desk On the road While commuting In a plane, on a train Native App Web App Hybrid App AI Chatbot… Scenarios Journey Map Touchpoints Use Cases Flows Prototypes DO YOU KNOW WHY?
  • 4. Why: Empathic Design or User-Centered Design “ [Empathy is] the capacity to (a) be affected by and share the emotional state of another, (b) assess the reasons for the other’s state, and (c) identify with the other, adopting his or her perspective.” - Frans de Waal
  • 5. Best way to expose everyone to WHY is with Storytelling
  • 6. For over 27,000 years, since the first cave paintings were discovered, telling stories has been one of our most fundamental communication methods.
  • 9. “The brains of the person telling a story and listening to it can synchronize” Uri Hasson - Princeton
  • 10. Stories are up to 22 times more memorable than facts, especially if facts can be weaved in the story. If you don’t reinforce you end up with the Forgetting Curve: Back in 1885, Herman Ebbinghaus, a German psychologist, hypothesized and tested a theory on memory retention. Ebbinghaus asserted that the optimal timing for the first repetition is within twenty-four hours of the initial training. Timing plays a critical role in memory retention. https://en.wikipedia.org/wiki/Hermann_Ebbinghaus
  • 12. Stories have always been part of user experience design as personas, flow charts, user stories, task mapping, journey map, scenarios, storyboards, and every other technique that we use to communicate how the solution will work. how
  • 13. As a customer, I want a vehicle so that I get from A to B.
  • 14. Sure this is a solution but is it the right one?
  • 15. Why is Storytelling important… Who does Storytelling help? “Marketing is no longer about the stuff that you make, but about the stories you tell.” - Seth Godin
  • 16. Storytelling as a strategic tool
  • 17. Tom Apple Orchard 30% of revenue but core to other income Technology “rarely used, usually just bookkeeping” Paperwork Need to quickly and easily fill out paperwork to start the official process to get workers. Inspection The property that I will use to house the workers will need to be inspected. Interviews I will need to know when workers within the state and from supply states have applied for open positions, Workers I need workers who won’t damage the produce and will work quickly to get the crop picked before it spoils. Family Owned and Run Worked at the orchard with his father since he could walk. He loves his job and being part of the local community.
  • 18. Tom
  • 19. Tom
  • 20. Tom
  • 21. Tom
  • 22. Ever since Tom could walk he loved helping his dad on the orchard. As he grew older he started to significantly contribute after the school day was over.
  • 23. Tom decided to go to local college so he could continue to help his family tend to the orchard.
  • 24. Even though helping on the orchard put a strain on his personal life, he still found his wife at college.
  • 25. When Tom’s father passed away, he took over the orchard to continue to provide for his mom and his family.
  • 26. Tom’s dedication to this business (way of life) is to continue a legacy and instill values to his children. He gets up at the crack of dawn everyday.
  • 27. He begins by walking the field to determine what needs to be done to ensure the trees are healthy. While the orchard only brings 30% of direct yearly income, it drives the other 70%.
  • 28. While in the orchard, Tom still uses a old cell phone due to the reliability of the signal, long battery and durability.
  • 29. After walking the orchard, he makes sure the store is open and ready for business. The remaining long- term profit comes from apple driven products to get visitors.
  • 30. And staples like coffee to get repeat local customers. Tom spends the late morning chatting up the locals since he believes that his community is important.
  • 31. Seasonally, Tom can get more visitors by offering events at the orchard.
  • 32. Tom is exhausted by the end of each day. The orchard is always on his mind and he needs to think months ahead because if something is missed, the orchard could fail.
  • 33. One worry is when will the picking season start and will he have workers to accomplish it.
  • 34. Local workers don’t want to do seasonal physical labor so Tom hires an Agent to help fill out the paperwork for legal foreign workers and deal with the day-to-day activities for this process while he is in the orchard.
  • 35. Tom’s entire business relies on having additional workers for a select number of weeks that needs to be determined at least two months in advance. If there is a problem then his crop will go to waste.
  • 36. If everything falls in place, Tom will yield a crop that will allow him to be in business for another year.
  • 37. Tom ? Dedicated and passionate about his business. ? His ability to stay in business is reliant on additional pickers. ? Is away from technology most of the day. ? Needs to depend on an agent for a critical part of his operation. ? Agent needs authority to work on Tom’s behalf. What did we learn about Tom?
  • 38. Tom ? Application Notification ? Probably doesn’t help if he is rarely in system. ? Can help if Agent is always in system and can call him. ? Email ? Something that will inform him at the end of the day. ? Text ? Could help for critical notifications. ? Would be annoying or blocked if non-critical notifications are sent. Notification Feature
  • 39. Susan 13 Years Practicing Architecture Janet Chip CTO - Buyer BIM Tech - Influencer Technology “is a means to an end” Roger Client - Building Owner Capture The needs of the client through interviews, block diagrams, and building program. Develop Conceptual designs based on requirements & site restrictions. Create Images and data that will communicate the merits of each design option. Build The client’s confidence in “The Firm” to ensure “The Firm” is selected for the design development and construction Document phase of the project.
  • 40. Lisa Shopping 90% of purchases online Technology “always connected” Discover There is a need or desire that wishes to be fulfilled as quickly as possible. Look There are many sites to fulfill the need but the goto site should be that which provides the solution. Buy Checkout should be simple, seamless and provide the . Receive The goods need to be received on-time, precise and correctly represented. ? Time Browsing takes too much Where is the dress?
  • 41. Don’t forget the stories of your Anti-User or Evil User
  • 44. If you do not know or plan for your STORY then your product, service, support and/or competition will TELL IT FOR YOU.
  • 45. Name Address SSN Email Phone Plan Options Review Responses Submit Signup on website– 10 Minutes FAIL Name Address SSN Email Phone Plan Options Review Responses Cable Provider Call Customer Service – 20 Minutes Name Address SSN Email Phone Plan Options Review Responses Done Connected with Gas Customer Service – 20 Minutes What???, I need to do this again! Create Electric Account Online – 5 Minutes Create Gas Account Online à Call Customer Service 45 Minutes
  • 46. What do you think will be the story I tell others about this company?
  • 47. How to frame a story… Putting the Pieces Together
  • 49. PIXAR’s 22 Rules of Storytelling Great for Movies… Not the Best for Representing Users
  • 50. Research, Research, Research… Have conversations, not interviews
  • 51. Identify Patterns Outliers would be a separate story
  • 52. Focus on what is important
  • 54. Repeat story so entire team is on the same mission