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The Power of StoryDesigning with empathy and connection презентация
Содержание
- 1. The Power of StoryDesigning with empathy and connection
- 2. Hi! User research, usability, accessibility Former theatre
- 3. Kevin Brooks
- 4. Couriemail.com.au Stories connect us
- 5. Personas & stories communicate patterns Stories...
- 6. Too often, "data" looks like this...
- 7. And even when it looks like this...
- 8. Or this, it still needs a storyteller http://www.youtube.com/watch?v=jbkSRLYSojo
- 9. Stories let us fill in the gaps http://serendip.brynmawr.edu/bb/blindspot1.html
- 10. Stories create relationships This is the key relationship
- 11. A story is shared by everyone who hears it
- 12. Stories are building blocks Kindersandi.moonfruit.com
- 13. Explain patterns of use
- 14. Communicate context (and emotion) Ten minutes is
- 15. Show action over time
- 16. Narrative weaves the user journey into the structure of a site.
- 17. Fill in details and scenarios Rachel,
- 18. Stories can explore unexpected data Gina
- 19. A lens into the data
- 20. What is the impact of search on the user experience?
- 21. Search and traffic analysis The top searches
- 22. The search logs shows
- 24. We had personas George Martin Margaret Jason Abila Rachel
- 25. We* can use the personas as a
- 30. Consolidating knowledge Julia’s Journal – JuliaAshtonSayers.blogspot.com
- 31. Personas explore tensions in the design space
- 32. Quantitative and qualitative data work together Demographics
- 33. Snapshots reinforce the relationships
- 34. How will you tell the story? Mary and Leonard Trujillo – The Mudhead Gallery
- 35. Stories are efficient Tanner was deep into
- 36. Each voice is a perspective
- 37. 3rd person allows you to explain and
- 38. 2nd person creates conversation How can you
- 39. 1st person invites identity You represent
- 40. Stories are not a detailed task analysis
- 41. Personas and their stories give us... A
- 42. Screen: Globalgiving.com For more::http://succeedwithsuccessstories.com/dr-spocks-guide-to-improving-your-charitable-appeals/ Stories create empathy
- 43. Stories change how we think Our experience
- 44. Personas (and stories) travel
- 45. A story is successful when
- 46. Storytelling for User Experience with Kevin Brooks
- 47. Whitney Quesenbery whitneyq@wqusability.com www.wqusability.com @whitneyq Center for Civic Design whitneyq@centerforcivicdesign centerforcivicdesign.org @ChadButterfly
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
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?
Passionate about civic design
New book on accessible UX
How about you?
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
They help us…
Share information in memorable form
Understand emotion and desires
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.
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 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
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…”
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 21Search and traffic analysis
The top searches are persistent (and have continued
over time
With some seasonal variations
With some seasonal variations
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 32 Quantitative and qualitative data work together
Demographics
Journey
Market segments
Task analysis
Skills
Usability needs
Other sites used
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.
He looked up with a start. Almost bedtime and his homework was still not done. Mom or Dad would be in any minute.
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”?
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
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”)
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
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
- 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!
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/
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
