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Tell Me What You Do: How Storytelling Makes You a Better Designer

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TELL ME WHAT YOU DO How Storytelling Makes You 
 a Better Designer MARY WHARMBY UX Design Director, Spring Studio @marywharmby | #uxstorywheel Presented to UXPA 2015 San Diego, CA


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ACT I THE SET-UP AKA The Hook


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What… Huh? UX ?


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UX Zzzzz But… Huh? Why?


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Fun… Wow! …and then… Cool!


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RULE OF THE ROAD #1 People will hear a story whether you tell it or not. Tell the story you want people to hear #uxstorywheel


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6. Return Changed 5. Ultimate Test 1. Before State 2. Trigger/ Call to Action THE HERO’S 
 JOURNEY Abyss Death & Rebirth 4. Tests & Failures 3. Gaining Awareness


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RULE OF THE ROAD #2 Building on Campbell’s Hero’s Journey makes our UX stories more impactful and relatable to others. #uxstorywheel


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ACT II THE UXer’s 
 JOURNEY UX Story Wheel


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UX Story Wheel


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UX Story Wheel Needs Goals Outcomes Obstacles Delights


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UX Story Wheel Trigger Outcome Awareness Design Intervention Challenge


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UX Story Wheel User World Trigger Outcome Awareness Design Intervention Challenge


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UX Story Wheel Project World User World BUSINESS TECHNOLOGY You Design Intervention Teams Stakeholders


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UX Story Wheel Project World User World You Design Intervention


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RULE OF THE ROAD #3 The UXer’s Journey means simultaneously keeping a foot in both the user story AND the project story. #uxstorywheel


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UX Story Wheel Project World User World Design Intervention


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UX Story Wheel Project World Measure Results 1 User World Understand the Problem 3 Design Intervention Build a Solution 2


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UX Story Wheel Project World Tell the user’s story 1 User World 3 Understand the Problem Hear the user’s story Envision a 
 new user’s story Design Intervention 2


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UX Story Wheel Project World 1 User World 3 Tell the 
 user a 
 new story Build a new experience Design Intervention Build a Solution 2


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UX Story Wheel Learn the right lessons Measure Results 3 Design Intervention Project World 1 User World Get a reaction 2


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RULE OF THE ROAD #4 Your design PROCESS is your UX story PLOT. #uxstorywheel


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UX Story Wheel Project World 1 User World 3 You Design Intervention 2 Stakeholders


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UX Story Wheel Project World Bridge Design Artifact 1 User World 3 You 2 Stakeholders


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UX Story Wheel Project World Analytics 1 Personas
 Journey Maps User World 3 You Prototypes & Product 2 Wireframes IA Flows


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UX Story Wheel Project World Analytics 1 Personas
 Journey Maps User World 3 You Prototypes & Product 2 Wireframes IA Flows


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UX Story Wheel Project World Bridge Design Artifact User User World You


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UX Story Wheel Personas & Journey Maps Project World Product Vision User Goals & Needs Bridge Design Artifact Current Journey Roadmap / Next Steps User You Opportunities User World Business Needs


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UX Story Wheel Personas & Journey Maps Project World Product Vision User Goals & Needs Bridge Design Artifact Current Journey Roadmap / Next Steps User You Opportunities User World Business Needs


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RULE OF THE ROAD #5 Ground each artifact story in BOTH the user and project stories. #uxstorywheel


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ACT III THE UX-FILES Tell Me What You Do


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UX Story Wheel Project World Lessons 
 Story 1 User World Detective 
 Story 3 2 Buddy
 Story 3 Story Patterns


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DETECTIVE Story Pattern


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AUDIENCE PHASE Detective Story Buddy Story 1 2 3 Understand the Problem Build a Solution Measure Results Your Team Stakeholders Your Team Stakeholders GOAL Other Teams Empathize with User Give Meaning to Info Set Common Vision Other Teams Stakeholders Foster Teamwork Motivate Remember Vision Lessons Your Team Other Teams Understand Reflect Set New Vision


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The Case of the User and the ATM Detective Story Pattern


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UX Story Wheel Project World 1 User World Understand the Problem UX Users Other Teams Detective Story Set-Up Stakeholders


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UX Story Wheel Project World Hmm… UX Trigger What, how, why? Hypothesize & Plan Stakeholders Investigate User World Detective Story Act I - Question


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UX Story Wheel Project World Hypothesize & Plan Setbacks & Pivots Doh! Investigate UX Follow Leads User World Detective Story Act II - Investigation


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UX Story Wheel Project World Hypothesize & Plan Setbacks & Pivots Eureka Moment! Aha! UX Investigate Follow Leads User World Detective Story Act II - Investigation


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UX Story Wheel Project World UX Findings Brief User World Detective Story Act III - Big Reveal


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UX Story Wheel Project World UX Findings Brief Yay! Onward! Other Teams Stakeholders User World Detective Story Epilogue - Outcome


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UX Story Wheel Question Investigation Trigger/ Awareness Tests & Failures Big Reveal Outcome Epic Struggle Return Changed Detective Story Pattern


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UX Story Wheel Project World Findings Brief Other Teams UX Stakeholders User User World Detective Story Bridge


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RULE OF THE ROAD #6 Keep it human (centered). 
 The more personal a story, the more universally relatable. #uxstorywheel


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RULE OF THE ROAD #7 Baby, don’t fear the pivots… 
 Setbacks and false leads make for moments of truth and triumph. Acknowledge them. #uxstorywheel


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BUDDY Story Pattern


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AUDIENCE PHASE Detective Story Buddy Story 1 2 3 Understand the Problem Build a Solution Measure Results Your Team Stakeholders Your Team Stakeholders GOAL Other Teams Empathize with User Give Meaning to Info Set Common Vision Other Teams Stakeholders Foster Teamwork Motivate Remember Vision Lessons Your Team Other Teams Understand Reflect Set New Vision


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Oceans of Change Orders Buddy Story Pattern


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UX Story Wheel Project World User World UX Our Team 2 Build a Solution Client Stakeholders Buddy Story Set-Up Other Vendors


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UX Story Wheel User World Project World Finish Line Our Team Buddy Story Act I - Unlikely Team Other Vendors


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UX Story Wheel User World Project World Finish Line Petty Conflict Us! Our Team Buddy Story Act II - Petty Rivalry Them! Other Vendors


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UX Story Wheel Finish Line User World Acts of God & Man Yikes! Our Team Ah-oh! Other Vendors Buddy Story Act III - Bigger Adversary Project World


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UX Story Wheel User World User Finish Line Onward! Hero! Insight Hand-Off Our Team Hero! Hand-Offs Other Vendors Buddy Story Epilogue - Super Team Project World


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UX Story Wheel Unlikely Team Petty 
 Rivalry Trigger/ Awareness Tests & Failures Bigger Adversary Super 
 Team Epic Struggle Return Changed Buddy Story Pattern


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UX Story Wheel User World User Project World UX Wireframes Everyone Else Buddy Story Bridge


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UX Story Wheel I love that! Persona Nice! Persona That’s just what I need! Persona Wireframes Buddy Story Bridge


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RULE OF THE ROAD #8 Everyone is on a hero’s journey. Recognize the other characters in your stories. #uxstorywheel


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RULE OF THE ROAD #9 Innovation is a risky adventure. 
 The outcome is unknown. Acknowledge risk in your stories. #uxstorywheel


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LESSONS Story Pattern


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AUDIENCE PHASE Detective Story Buddy Story Lessons Story 1 2 3 Understand the Problem Build a Solution Measure Results Your Team Stakeholders Your Team Stakeholders GOAL Other Teams Empathize with User Give Meaning to Info Set Common Vision Other Teams Stakeholders Foster Teamwork Motivate Remember Vision Your Team Other Teams Understand Reflect Set New Vision


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And, We Did It Our Way… Lessons Story Pattern


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UX Story Wheel Project World Measure Results 1 User World Understand the Problem Caw! 3 UX 2 Build a Solution Engineering Team Founders Lessons Story Set-Up


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UX Story Wheel Project World 1 User World ? ? ? UX Engineering Team Founders Lessons Story Act I - Before State


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UX Story Wheel Project World Build a new experience User World UX me Tell the 
 user a 
 new story Engineering Team Founders Design Intervention 2 Build a Solution Lessons Story Act II - Design Intervention


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UX Story Wheel Project World Measure Results UX me 3 User World ? Engineering Team Founders Lessons Story Act III - Product Release


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UX Story Wheel ? Project World Measure Results UX me ? User World 3 Engineering Team Founders ? Lessons Story Epilogue - After State


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UX Story Wheel Before
 State Design Intervention Trigger/ Awareness Tests & Failures Product Release After 
 State Epic Struggle Return Changed Lessons Story Pattern


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UX Story Wheel Analytics Usage Stats Bottom Line Lessons Story Bridge


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UX Story Wheel Insight 
 & Meaning user Im Wow! Big Idea Analytics Next Steps Lessons Story Bridge


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RULE OF THE ROAD #10 Take the entire UX Story Wheel into account when forming lessons. #uxstorywheel


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RULE OF THE ROAD #11 Establish the user as a key character early. 
 It only gets harder. #uxstorywheel


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EPILOGUE YOUR STORY TBD


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RULE OF THE ROAD #12 Don’t forget your own story. 
 Tell people what YOUR UXer’s Journey looks like. #uxstorywheel


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Oh, I get it… Wow! UX! Cool.


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THANK YOU MARY WHARMBY | @marywharmby 150 SPEAR ST, STE. 1500 SF, CA 94105 415.339.1979 | www.springstudio.com | @SpringUX


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COMING SOON Make your own 
 UX Story Wheel at home 
 with our EZ printable template! 
 Follow: 
 @marywharmby or #uxstorywheel 
 for details.


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RULES OF THE ROAD 1. People will hear a story whether you tell it or not. Tell the story you want people to hear. 2. Building on Campbell’s Hero’s Journey makes our UX stories more impactful and relatable to others. 3. The UXer’s Journey means simultaneously keeping a foot in both the user story AND the project story. 4. Your design PROCESS is your UX Journey PLOT. 5. Ground each artifact story in BOTH the user and project stories. 6. Baby, don’t fear the pivots… Setbacks and false leads make for moments of truth and triumph. Acknowledge them. #uxstorywheel


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RULES OF THE ROAD 7. Keep it human (centered). The more personal a story, the more universally relatable. 8. Everyone is on a hero’s journey. Recognize the other characters in your stories. 9. Innovation is a risky adventure. The outcome is unknown. Acknowledge risk in your stories. 10. Take the entire UX Story Wheel into account when forming lessons. 11. Establish the user as a key character early. It only gets harder. 12. Don’t forget your own story. Tell people what YOUR UXer’s Journey looks like. #uxstorywheel


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INSPIRATION & REFERENCES Special thanks to my very patient colleagues at Spring Studio and Sketchnote Mornings for their helpful feedback. This talk was informed and influenced by the work of many others, most notably: Characters, Emotion & Viewpoint, Nancy Kress, 2005, Writer’s Digest Books Customer Journey Mapping, 2012, Chris Risdon & Todd Wilkens (for their brilliant Indiana Jones analogy) Five Indispensable Skills for UX Mastery, Jared Spool, 2010, User Interface Engineering Plot & Structure, James Scott Bell, 2004, Writer’s Digest Books The Power of Myth, Joseph Campbell with Bill Moyers, 1988, Doubleday Resonate: Present Visual Stories that Transform Audiences, Nancy Duarte, 2010, John Wiley & Sons, Inc. Story, Robert McKee, 1997, Harper Collins Storytelling for User Experience, Whitney Quesenbery & Kevin Brooks, 2010, Rosenfeld Media UX Portfolios: How to tell your story, Patrick Neeman & Troy Parke, 2010, Slideshare


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PHOTOS Story Circle: https://flic.kr/p/aW3w1g Bar: https://flic.kr/p/5jUQtq Office: https://flic.kr/p/5aPvcH Cave Painting: https://flic.kr/p/d9jBg Joseph Campbell: http://www.starwars.wikia.com Star Wars: www.cinemablend.com Wizard of Oz: http://www.fanpop.com/clubs/the-wizard-of-oz/images/2028395/title/wizard-oz-caps-screencap Rocky: http://oppositelock.kinja.com/were-watching-rocky-in-film-studies-tomorrow-1444676988 Its a Wonderful Life: http://en.wikipedia.org/wiki/It's_a_Wonderful_Life Avatar: http://en.wikipedia.org/wiki/Avatar_(2009_film) Indiana Jones (jungle): http://io9.com/why-archeologists-hate-indiana-jones-1636800753 Indiana Jones (classroom): http://www.themarysue.com/indiana-jones-mystery-solved/ Indiana Jones (artifact): galleryhip.com Sherlock Holmes: http://romeodistrictlibrary.org/?attachment_id=4056 Ocean’s 11: http://www.zecatalist.com/columns/retro-review-oceans-11/ Mrs Doubtfire: http://abc7.com/archive/9507229/


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