storythinking @ Design Thinking Barcamp #1 in Hamburg
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Transcript of storythinking @ Design Thinking Barcamp #1 in Hamburg
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© storythinkers Jens Otto Lange Thomas Stegmann
storythinking to prototype (digital) experiences
Jens Otto LangeHamburg, 30.8.2013
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© storythinkers Jens Otto Lange Thomas Stegmann 2
Coaches für (Software) InnovationWorkshops, Trainings, Project Support
DesignMarkeDigital
seit 1997
Thomas StegmanDiplom Industrial Designer
Jens Otto LangeDigital Innovation FacilitatorDiplom Kommunikationswirt
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© storythinkers Jens Otto Lange Thomas Stegmann
innovation
3
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Requirementscomplete
InitialConcept
© storythinkers Jens Otto Lange Thomas Stegmann
Cone of Uncertainty
http://en.wikipedia.org/wiki/Cone_of_Uncertainty
4 x
2 x
1/4 x
1/2 x
ApprovedDefinition
Softwarecomplete
Varia
nz d
er A
ufw
ands
schä
tzun
g
Projektdauer
4
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© storythinkers Jens Otto Lange Thomas Stegmann 5
1. einfühlenDen Kunden ins Boot holen
Drei Schritte für Innovatoren
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© storythinkers Jens Otto Lange Thomas Stegmann 6
2. ko-kreierenkross-funktional zusammenarbeiten
Drei Schritte für Innovatoren
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© storythinkers Jens Otto Lange Thomas Stegmann 7
3. iterierenFrüh und häufig testen
Drei Schritte für Innovatoren
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© storythinkers Jens Otto Lange Thomas Stegmann 8
storytellingdesignthinking
Unsere Methode
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Story
Was ist eine Story?
© storythinkers Jens Otto Lange Thomas Stegmann 9
Softwaredevelopment
„...Wiedergabe wahrer oder fiktiver Ereignisse ...“
http://www.thefreedictionary.com/story
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© storythinkers Jens Otto Lange Thomas Stegmann 10
Stories gibt es, seit es Menschen gibt
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© storythinkers Jens Otto Lange Thomas Stegmann 11
„Alle Geschichten bestehen aus einer Handvoll stets wiederkehrender Bauelemente, die uns auch in Mythen, Märchen, Träumen und Filmen immer wieder begegnen.“
Christopher Vogler: Die Odyssee des Drehbuchschreibens, 1998
Die Reise des Helden
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© storythinkers Jens Otto Lange Thomas Stegmann 12
„Von einer Story, die dem Modell der Reise des Helden nachgebildet ist, geht etwas aus, das alle Menschen empfinden können, weil es dem universellen kollektiven Unbewussten entspringt und universelle Befindlichkeiten widerspiegelt.“
Christopher Vogler: Die Odyssee des Drehbuchschreibens, 1998
Die Reise des Helden
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© storythinkers Jens Otto Lange Thomas Stegmann 13
Setting Journey Resolution
Struktur einer Story
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geben die „Reise des Helden“ wieder
© storythinkers Jens Otto Lange Thomas Stegmann 14
Stories
Unser Held ist der Kunde
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Stories
Warum wirken sie?
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18© storythinkers Jens Otto Lange Thomas Stegmann 16
Stories fördern Empathie
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18© storythinkers Jens Otto Lange Thomas Stegmann 17
Sie lösen Emotionen aus ...
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18© storythinkers Jens Otto Lange Thomas Stegmann 18
... und „bleiben hängen“
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© storythinkers Jens Otto Lange Thomas Stegmann 19
Entdeckt 1996 in Parma durch die Neurologen Rizzolatti, Fadigia, Fogassi und Gallese
Evolution of Neonatal Imitation. Gross L, PLoS Biology Vol. 4/9/2006, e311 doi:10.1371/journal.pbio.0040311
Die Spiegelneuronen
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Die Spiegelneuronen
Die Beobachtung einer Handlunglöst die gleichen Emotionen aus wie eigenes Handeln
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© storythinkers Jens Otto Lange Thomas Stegmann 21
Die Wiedergabeeiner Handlung in einer Geschichte löst die gleichen Emotionen aus wie eigenes Handeln
Die Spiegelneuronen
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© storythinkers Jens Otto Lange Thomas Stegmann 22
Fussballfans vor dem Fernseher fühlen Frustration, Schmerz
und Freude der Spieler
Die Spiegelneuronen
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© storythinkers Jens Otto Lange Thomas Stegmann 23
Die Story der Familie Weiß in der TV-Serie „Holocaust“löst 1978 heftige Debatten aus
Die Spiegelneuronen
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24© storythinkers Jens Otto Lange Thomas Stegmann
Augen sind stärker als Ohren ...
Evolution of Neonatal Imitation. Gross L, PLoS Biology Vol. 4/9/2006, e311 doi:10.1371/journal.pbio.0040311
Die Spiegelneuronen
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Stories
© storythinkers Jens Otto Lange Thomas Stegmann 25
im Business-Kontext
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1. Stories aus der Wirklichkeit die Ihre Kunden Ihnen erzählen
© storythinkers Jens Otto Lange Thomas Stegmann 26
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2. Sales Stories im Marketing, in der PR, an der Börse
© storythinkers Jens Otto Lange Thomas Stegmann 27
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3. Scrum User Stories um Software-Features zu beschreiben
© storythinkers Jens Otto Lange Thomas Stegmann 28
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4. Innovation Stories Prototypen von Produkt- oder Service-Innovationen
© storythinkers Jens Otto Lange Thomas Stegmann 29
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einfühlenko-kreiereniterierenmit Stories
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Zielgruppe?
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© storythinkers Jens Otto Lange Thomas Stegmann
Quelle:Mark Stickdorn und Jacob Schneider persona development in „This is Service Design Thinking“
• 2 Kunden• 1948 geboren, männlich• in England aufgewachsen• verheiratet, Kinder• erfolgreich und wohlhabend • lieben die Alpen und Hunde
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Zielgruppe?
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© storythinkers Jens Otto Lange Thomas Stegmann
einer davon ist Prinz Charles
source:Mark Stickdorn und Jacob Schneider persona
development in „This is Service Design Thinking“ pictures: Prince Charles, Wikipedia,GNU Ozzie
Osbourne;Wikipedia GNU33
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© storythinkers Jens Otto Lange Thomas Stegmann
der andere Ozzie Osbourne
source:Mark Stickdorn und Jacob Schneider persona
development in „This is Service Design Thinking“ pictures: Prince Charles, Wikipedia,GNU Ozzie
Osbourne;Wikipedia GNU34
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Zielgruppe?
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Persona
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Persona
© storythinkers Jens Otto Lange Thomas Stegmann 36
personifiziertdie Zielgruppe
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Beispiel Persona
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© storythinkers Jens Otto Lange Thomas Stegmann 38Nach: Mulder, S., & Yaar, Z. (2007). The user is always right
MotiveVerhalten
Qualitativ
Verhalten
Quantitativ
Tagebücher
Fokusgruppen
Interviews
Fragebogen
Beobachtungen
Usability Tests
Eye Tracking
Site Traffic / Log Files
A/B Testing
AutomatischeTests
Card Sorting
Analytics
Ähnlichkeiten mit wahren Begebenheiten sind beabsichtigt
Customer Service Data
Cultural Probes
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Persona
© storythinkers Jens Otto Lange Thomas Stegmann 39
hat das Problemfür unsere Lösung
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Persona
© storythinkers Jens Otto Lange Thomas Stegmann 40
ist Maßstab für unsere Ideen
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Persona
© storythinkers Jens Otto Lange Thomas Stegmann 41
erleichtert uns die Kommunikation
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Persona
© storythinkers Jens Otto Lange Thomas Stegmann 42
ist der Heldunser Geschichte
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einfühlenko-kreiereniterierenmit Stories
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© storythinkers Jens Otto Lange Thomas Stegmann44
kross-funktionales Team
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Thema
Thema
© storythinkers Jens Otto Lange Thomas Stegmann 45
Thema
Problem
Silos auflösen
Abteilungen Team
StoryProblem
Problem
Vision
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Stories verbinden Wissen und Ideen
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© storythinkers Jens Otto Lange Thomas Stegmann
Prototypen
sieht aus wie
Story
Aufl
ösun
g
funktioniert wie
Software Papier
Film
Detail
Service
Mood Boards
Konkurrenzals Prototyp
Prototyp
Wireframes
Screenshots
alpha
Prototyp
Prototyp
Prototyp
Prototyp
Klick Dummy
als Prototyp
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Setting Journey Resolution
Das Setting stellt die Figur des Helden vor und führt in den Kontext ein
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Die Interaktionen zwischen Kunde und Produkt oder Service ...
Service oder Produkt
Customer Journey
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... bilden die Stationen der „Reise des Helden“ ...
Setting ResolutionJourney
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Setting Journey Resolution
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... auf seinem Weg zur Problemlösung
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einfühlenko-kreiereniterierenmit Stories
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53© storythinkers Jens Otto Lange Thomas Stegmann
Was?Storythinking
Wie?Agile Entwicklung Test
Stories versteht jeder
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Stories sind der schnellste
Prototyp
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3 Insights für Storythinker
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56
einfühlen
Den Kunden ins Boot holen1
© storythinkers Jens Otto Lange Thomas Stegmann
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Stories aktivieren Neuronen und
fördern Empathie
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ko-kreieren
Wissen und Ideen sind überall
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2
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Stories verbinden Wissen und Ideen
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iterieren
Frühe und häufige Tests reduzieren das Risiko
3
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Stories sind der schnellste
Prototyp
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sagen Danke!
Berlin 11. September
Hamburg10. Oktober
Berlin16. September
service innovation tank
Hamburg22. - 24. November
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© storythinkers Jens Otto Lange Thomas Stegmann 63
Thomas StegmanDiplom Industrial Designer
Jens Otto LangeDiplom Kommunikationswirt
stories to innovate
WorkshopsTrainingsProject Support