The Power of StoryDesigning with empathy and connection презентация

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Hi! User research, usability, accessibility Former theatre designer Storytelling as a way to understand users, culture, and context in UX design Passionate about civic design New book on accessible UX

Слайд 1The Power of Story Designing with empathy and connection
Whitney Quesenbery
WQusability and Center

for Civic Design

Twitter @whitneyq


Слайд 2Hi!
User research, usability, accessibility
Former theatre designer
Storytelling as a way to understand

users, culture, and context in UX design
Passionate about civic design
New book on accessible UX


How about you?



Слайд 3Kevin Brooks


Слайд 4Couriemail.com.au
Stories connect us


Слайд 5 Personas & stories communicate patterns
Stories...
Store and transmit knowledge
Communicate culture
Explore new

ideas

They help us…
Share information in memorable form
Understand emotion and desires



Слайд 6 Too often, "data" looks like this...


Слайд 7 And even when it looks like this...


Слайд 8 Or this, it still needs a storyteller
http://www.youtube.com/watch?v=jbkSRLYSojo


Слайд 9 Stories let us fill in the gaps
http://serendip.brynmawr.edu/bb/blindspot1.html


Слайд 10 Stories create relationships
This is the key relationship


Слайд 11 A story is shared by everyone who hears it


Слайд 12Stories are building blocks
Kindersandi.moonfruit.com


Слайд 13Explain patterns of use


Слайд 14Communicate context (and emotion)
Ten minutes is not enough. That's Tanner’s opinion

about the time limits on using the computer at school.

Last Friday, he started working on a geography assignment and look up some information about the animals in Africa. He had just gotten started when his turn on the computer was up. He’d like to work on it over the weekend, but can’t access the school library. He prints out a few things, and figures he will retype what he’s done when he gets home.

What a bore.


Слайд 15 Show action over time


Слайд 16Narrative weaves the user journey into the structure of a site.


Слайд 17 Fill in details and scenarios
Rachel, Enthusiastic dreamer
28, finished one year

at uni, works in an office
Lives in North London with a partner
Hasn’t settled down to a plan for her life
Interested in Social Sciences

FIRST CONTACT WITH THE OU: OU ON TV
Insomnia led Rachel to the OU, watching programs on the telly. She starts to enjoy the programmes and thinks about doing something to improve her career. It takes her a long time to act on this idea, but she visits an Open Day.

She spends ages thinking about it, sometimes browsing the web site, but also reading the brochures she has taken from the Open Day.

On her third trip to an Open Day, she finally registers for an Openings course that’s about to begin.


Слайд 18 Stories can explore unexpected data
Gina gave us the first clue.

She was a nurse manager for the county health system. “I’m on the move all day and I have a huge case load. Patients are always throwing new questions at me. Yesterday, I really struggled to sort out a problem one patient was having with side effects.

I speak a little Spanish, but just couldn’t remember the correct medical term to explain a new adjuvant the doctor wanted to try. It was so frustrating.”

She pointed at the sketch. “I don’t have a phone that will do all that...yet, but... if it’s really that ... simple…”

Слайд 19 A lens into the data


Слайд 20What is the impact of search on the user experience?




Слайд 21Search and traffic analysis
The top searches are persistent (and have continued

over time









With some seasonal variations

Слайд 22 The search logs shows a classic “long tail”
eggs onions cabbage vinegar potato salmon


Слайд 24We had personas
George
Martin
Margaret
Jason
Abila
Rachel


Слайд 25 We* can use the personas as a lens into the data
*

by “we” I mean Viki Stirling and Sarah Allen the maestros of the analytics who did the work

Слайд 30 Consolidating knowledge
Julia’s Journal – JuliaAshtonSayers.blogspot.com


Слайд 31 Personas explore tensions in the design space


Слайд 32 Quantitative and qualitative data work together
Demographics
Journey
Market segments
Task analysis
Skills
Usability needs
Other sites used


Слайд 33
Snapshots reinforce the relationships


Слайд 34
How will you tell the story?
Mary and Leonard Trujillo – The

Mudhead Gallery

Слайд 35 Stories are efficient
Tanner was deep into a Skatepunkz game—all the way

up to level 12—when he got a buddy message from his friend, Steve, with a question about his homework.

He looked up with a start. Almost bedtime and his homework was still not done. Mom or Dad would be in any minute.

Слайд 36 Each voice is a perspective


Слайд 37 3rd person allows you to explain and interpret
Whose words and thoughts

are these?
Are these things that Mary would say or are they our interpretation of all the data and stories that went into the Mary persona?
How can we show when we are using her own words?

Does this story invoke research authority- a “realist tale”?

Mary works as a nurse in a hectic women’s health center for a low-income neighborhood.

Her questions about cancer mostly come from her patients, or from wanting to be sure that she catches any early signs.

She has learned conversational Spanish, so she can talk to her patients for whom this is a first language.

When she looks things up on the Web, she tends to go back to familiar sites


John van Mannen – Tales from the Field


Слайд 38 2nd person creates conversation
How can you show the conversation?
Interviews maintain a

separation
Conversations can also happen between two personas

Persona by Caroline Jarrett for the Open University


Слайд 39 1st person invites identity

You represent the persona and tell the story

from their point of view.
Lets you “get into the head” of the story (an “impressionist tale”)

OR

First person can tell your story of your experience with the person (a “confessional tale”)


Слайд 40 Stories are not a detailed task analysis
Focus on the story
Establish the

scene with imagery
What’s the time-frame?
What’s the emotional context

Think about the persona’s perspective
How do they see the events or interaction?
What words do they use? Style of language?
What are the boundaries of the story from their point of view? (Hint: it might not be your product!)

Don’t use the story to describe the user

Слайд 41Personas and their stories give us...
A richer understanding of context Innovation

from real needs More persuasive ideas People in the center of the process

Coral reef in Ras Muhamad Nature Park


Слайд 42Screen: Globalgiving.com
For more::http://succeedwithsuccessstories.com/dr-spocks-guide-to-improving-your-charitable-appeals/
Stories create empathy


Слайд 43 Stories change how we think
Our experience of the world is shaped

by our interpretations of it, the stories we tell ourselves.... so the key to personal transformation is story transformation.
- Timothy Wilson, Redirect

Screen from Tripit


Слайд 44 Personas (and stories) travel thru the UX journey

Specify
Understand
Design
Evaluate
Gather information

- both qualitative and quantitative

Reflect the breadth and depth of the audience

Explore current problems and new design ideas

Stories can be a vehicle for evaluation, or a check on usability test participants


Слайд 45 A story is successful when it gets repeated
Based on

real data
The stories you want told
Generate insights and empathy

& that lead to action!

Слайд 46Storytelling for User Experience with Kevin Brooks
Global UX with Daniel Szuc
A Web for

Everyone with Sarah Horton
http://rosenfeldmedia.com/books/a-web-for-everyone/

Слайд 47Whitney Quesenbery whitneyq@wqusability.com www.wqusability.com @whitneyq Center for Civic Design whitneyq@centerforcivicdesign centerforcivicdesign.org @ChadButterfly


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