book

Storytelling in Design

by Anna Dahlström

December 2019

Beginner

412 pages

10h 14m

English

O'Reilly Media, Inc.

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How This All StartedThe Role of Stories Throughout HistoryThe Medium of StoriesThe Role of Personal Storytelling in Day-to-Day LivesStorytelling TodayStories as a Persuasion ToolThe Role of Storytelling in Product DesignSummary
The Architect Analogy of Explaining UXAristotle’s Seven Golden Rules of StorytellingThe Three Parts to a StoryThe Art of DramaturgyWhat Dramaturgy Teaches Us About Product DesignThe Circular Nature of Digital Product ExperiencesFive Key Storytelling Lessons
When Any Device, Used Anywhere and at Any Time, Is Your Starting PointHow Traditional Storytelling Is ChangingHow the Landscape of Product Design Is ChangingChanges in Consumer ExpectationsSummary
Shouting at the Voice AssistantThe Role of Emotion in StorytellingThe Role of Emotion in Product DesignEmotions and Our Different Levels of NeedsUnderstanding EmotionsSituations Where Emotion in Design Can Play a Key RoleWhat Storytelling Can Teach Us About Evoking Emotions in Product DesignSummary
Understanding and Defining Your Product Life CycleThe Role of Dramaturgy in StorytellingThe Role of Dramaturgy in Product DesignVariations on the Three-Act StructureApplying Sequencing and Mini-Stories to Product DesignThe Difference Between Acts, Sequences, Scenes, and ShotsUnderstanding Plot PointsPlot Points in Product DesignTypical Experience Structures of Common Product Life CyclesHow to Use Dramaturgy and Plot Points to Define the Narrative Structure of Product ExperiencesSummary
Reluctance to Use PersonasThe Role of Characters and Character Development in StorytellingThe Role of Characters and Character Development in Product DesignThe Different Actors and Characters to Consider in Product DesignThe Importance of Character DevelopmentWhat Traditional Storytelling Teaches Us About Characters and Character DevelopmentCharacter Definition Versus Character Development Versus Character GrowthTools for Character Definition and Development in Product DesignSummary
Once Doesn’t Mean AlwaysThe Role of Setting and Context in StorytellingThe Role of Setting and Context in Product DesignA Look at Context in Product DesignA Definition of Contextual Products and Context-Aware ComputingWorking Through the ContextEmbracing the Complexity of ContextThe Factors and Elements That Make Up Context in Product DesignWhat Storytelling Teaches Us About Setting and ContextSummary
One Document to Capture It AllThe Role of Storyboarding for Film and TVThe Role of Storyboarding in Product DesignUsing Storyboards to Help Identify the Invisible Problem and/or SolutionCreating StoryboardsWays to Incorporate Storyboards into the Product Design ProcessSummary
“The Website Knows Me and What I Want”The Shape of StoriesThe Shapes of ExperiencesTwo Ways to Define the Shape of an ExperienceWhen and How to Visualize an ExperienceSummary

The Ideal JourneyThe Role of the Main Plot and Subplots in Traditional StorytellingThe Role of the Main Plot and Subplots in Product DesignTypes of SubplotsWhat Storytelling Teaches Us About Working with Main Plots and SubplotsSummary
Using Real ContentThe Role of Theme and the Red Thread in StorytellingThe Role of Theme and the Red Thread in Product DesignApproaches to Developing Your Story in Traditional StorytellingWhat Storytelling Teaches Us About Theme and Developing Your Product StorySummary
One Page for Every AthleteCYOA Books and Modular StoriesCYOA and Product DesignThe Case for Modularity in Product DesignThe Need to Focus on the Building Blocks Rather Than the Page or ViewCommon Patterns in Choice-Based StoriesKey Principles from CYOA Structures Applied to Product DesignWhat Product Design Can Learn from CYOASummary
The Things That Didn’t Fit Above the FoldThe Role of Scenes and Scene Structure in Product DesignElements of a SceneElements That Help Tell the Story of a Page or ViewWhat Scenes Teach Us About How to Define the Story of the Page or ViewSummary
How Storytelling Helped Save the DayThe Role of Storytelling for Presenting Your StoryWhat Traditional Storytelling Can Teach Us About Presenting Your StorySummary

Content preview from Storytelling in Design

Chapter 8. Storyboarding for Product Design

[ 8 ]

Storyboarding for Product Design

One Document to Capture It All

Over the last few years as I’ve been coaching and mentoring teams on UX-related matters, one of the UX tools that I’ve been the strongest advocate of is experience maps. Experience maps, also called customer experience maps, visualize and capture the full end-to-end experience that a user goes through in order to complete a goal.

The benefit of an experience map is that the process of working through one, and the finished result, help you understand the full end-to-end experience and force you to think beyond the page or view that you’re working on. Experience maps are also about more than what happens on the screen. They cover the offline aspects and, if done well, show how everything is intricately linked and how a change on one end will impact something somewhere else. The more the products are services we design need to work on any device used anywhere and at any time, the more we need to be able to dip into a specific point in a user’s journey and understand what matters then and there. This is another thing that experience maps are really great for.

One of the most, if not the most, famous experience map is the Rail Europe Experience Map, which was developed as one part of an overall diagnostic evaluation for Rail Europe, Inc (Figure 8-1). The company wanted to get a better understanding of its customer’s journeys across all touch points in order to define ...