Whats the story? Story strategy for products
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Transcript of Whats the story? Story strategy for products
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Whats the story?
@hollielubbock
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Stories have power. They delight, enchant, touch, teach, recall,
inspire, motivate, challenge. They help us understand. They imprint a
picture on our minds. J A N E T L I T H E R L A N D
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W H Y D O S TO R I E S A F F E C T P E O P L E ?
S TO R Y T E L L I N G I N D E S I G N
W H Y P R O D U C T S N E E D S TO R I E S
S TO R Y T E L L I N G B A S I C S
CO H E R E N T P R O D U C T S TO R I E S (CO N T E N T S T R AT E G Y )
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Why do stories effect people?
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Stories help us connect with people, we use them daily to communicate and entertain
each other
Stories are part of us
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You use your brain more when you listen to a story
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Stories actually evoke a simulation of the event in your mind. Its as if you were having
the experience.
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How to use stories in design
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U S E R R E S E A R C H
Interviewing as story facilitator
Group storytelling
W O R K S H O P S
Step by step stories to build empathy
U S E R E X P E R I E N C E M A P P I N G
Stories are the foundation of the process for examining a customer need and how they are behaving.
Design Stories
Prototypes as props
P R O T O T Y P E S
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G AT H E R U S E R S TO R I E S F R O M I N T E R V I E W S E N A B L E OT H E R P E O P L E S S TO R I E S
A N D T U R N T H E S E I N TO TA N G I B L E O U T P U T S
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W O R K S H O P S G R O U P S TO R Y T E L L I N G A C T I V I T I E S
I N C L U D I N G R O L E P L AY A N D G A M E S
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U S E R J O U R N E Y M A P P I N G
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Code and Theory
P R OTOT Y P E S A S P R O P S
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P R OTOT Y P E S F O R R A P I D I T E R AT I O N
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Products need stories
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M A R K E T F O G
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Actions of Advocacy in Social
Use product, buy service etc
Drive Relevance
A W A R E N E S S
CO N S I D E R AT I O N
A C T I O N
P R E F E R E N C E
LOYA LT Y
E N G A G E M E N T F U N N E L
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We can use stories to differentiate ourselves from
similar offerings
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Storytelling basics
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W H O I S T H E A U D I E N C E ?W H AT I S T H E G O A L O F
YO U R S TO R Y ?
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I AM, WHO I SAY I AM
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I HAVE A CONSISTENT SELF STORY
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(DONT RUIN IT FOR ME)
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S TO R Y I D E A
D R E A M
When you hone your messaging to your audience - you tap into their self story. Its more
than just a story
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01.W H AT S T H E E S S E N T I A L T H I N G YO U
W A N T T H E M TO K N O W ?
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Jer Thorp, Data (v.), OCR Journal #001, 2015 via https://medium.com/@blprnt/data-v-da0e0d24777c Illustrations by Sukjong Hong - http://sukjonghong.com/
C R E AT E E N T E R TA I N I N G O R E D U C AT I O N A L CO N T E N T
http://sukjonghong.com/
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Jer Thorp, Data (v.), OCR Journal #001, 2015 via https://medium.com/@blprnt/data-v-da0e0d24777c Illustrations by Sukjong Hong - http://sukjonghong.com/
S TO R I E S A R E A B O U T P E O P L E
http://sukjonghong.com/
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E X P O S I T I O N
R I S I N G A C T I O N
C L I M A X
FA L L I N G A C T I O N
R E S O L U T I O N
SETTING THE SCENE
BUILDING TENSION
THE EXCITING BIT
TIDYING UP LOOSE ENDS
THE END
N A R R AT I V E S T R U C T U R E
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Coherent Product Stories
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T H E R E A R E S O M A N Y TO U C H - P O I N T S W E C A N TA L K TO U S E R S T H R O U G H
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W E N E E D CO N N E C T E D CO M M U N I C AT I O N S T R AT E G I E S
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YO U R T H E E X P E R T W H O H A S A U T H O R I T Y P O I N T O F D I F F E R E N C E
W H AT S H O U L D YO U TA L K A B O U T ?
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Tone of Voice
P E R S O N A L I T Y TO N EV O I C E
H O W TO S P E A K
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H O W LO N G YO U S P E A K F O R
B I T E S I Z E LO N G R E A DM E D I U M
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R E A D E R S S K I M H E A D L I N E S F O R A N
O V E R V I E W
R E A D E R S Q U I C K LY D I P I N TO S TO R I E S
D I P P I N G A R O U N D M U LT I P L E S U B J E C T S , N E V E R G O I N G TO
I N - D E P T H
R E A D E R S I N - D E P T H O N A S I N G L E A R E A O R A R T I C L E
DIPS K I M BROWSE DIG
CO N T E N T D E P T H
T I M E
CO N T E N T D E P T H
T I M E
CO N T E N T D E P T H
T I M E
CO N T E N T D E P T H
T I M E
R E A D I N G PAT T E R N S
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P L A N , P L A N , P L A N
CO N T E N T P L A N A R O U N D T H E Y E A R LY P R O D U C T C YC L E S
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WAKE UP
M ATC H P U B L I S H I N G & S O C I A L TO B R O W S I N G H A B I T S
LUNCHTIME BEDTIME
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W H E N
H O W
W H A T
W H O
WHEN AND HOW OFTEN DO YOU NEED TO PUBLISHING TO REACH YOUR
AUDIENCE? CREATE YEARLY CONTENT PLANS
WHAT SUBJECTS CAN YOU BE AN AUTHORITY ON? WHAT CONTENT
THEMES INTEREST YOUR AUDIENCE
GET TO KNOW YOUR TARGET AUDIENCE. INTERVIEWS, SURVEYS, COMPETITOR
ANALYSIS, SOCIAL CONSUMPTION
TONE OF VOICE &CONTENT FORMAT
H O W TO U S E S TO R I E S C H E C K L I S T
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T H E P O W E R O F S TO R I E S
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C H A N G E P E R C E P T I O N S O F O P E N S O U R C E
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T E L L A S M A N Y S TO R I E S A S YO U C A N
S TO R I E S A R E F O R U S E R S , YO U R T E A M A N D S TA K E H O L D E R S
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People will forget what you said, people will forget what you did, but
people will never forget how you made them feel.
M AYA A N G E LO U