I had to the opportunity to attend UX Week 2016 and I was delighted to find out about a new approach to engage with our users.
Experience Storymapping uses a storytelling approach to create exciting products and services.
It’s a way to map the points of a story to draw your audience in, interest them, and keep them engaged over time.
This is a new approach and it’s becoming more popular with the UX community. Learn more about it.
An Exciting Story
A story is a series of connected events forming a sequence. For thousands of years we have made sense of the world through stories. This technique is especially useful for design since humans naturally experience the world through stories.
Narrating a sequence of events in Experience Storymapping can be based on different frameworks. The most popular that you probably already know are a narrative arc, hero’s journey, plot diagram, etc.
Why a Story?
All stories contain three plot points: a beginning, a middle and an end.
Characters and a source of conflict must drive the narrative. Just as with a reader, these are key to engaging with customers as well.
The story format makes it easy for your users to identify themselves with the characters you’re proposing. The narrative language itself can communicate the true value of your product or service.
Stories can also be measured when they are designed with business goals in mind. You can test for user acquisition or conversation and even brand awareness.
What is the Process of Creating a Story?
Every story has these three essential parts that can’t be overlooked,
- Beginning. Here we introduce the main character, or “our hero,” and the goal of the story. This could be your product or service or even your company.
- Middle. Something is happening or something has to change. This is where something is wrong or something shifts enough to make your users become even more interested and engaged. The “Crisis Moment” arrives and we start to wonder if the hero makes it or not—the problem has to be resolved.
- End. Past the climax, a special series of events unravel. The story is closing down. The hero is changed in some way, shape, or form. Conflict made things better in the end.
What Are the Different Kinds of Experience Storymapping?
- Origin Stories. These stories can help your users discover and interact with your product for the first time.
- Concept Stories. Are useful to tell how they become your users. It’s a big picture story, and what it means to your target audience.
- Usage Stories. How your users interact with your product, how it works, how people use it, and how and why they will engage and love it using it.
Why Use Experience Storymapping
Because it helps you and your team to,
- Define your real value proposition. Why makes your product special from your competitors?
- Get your design team united around a single effective story
- Think strategically about engagement and how to design products and services that people will engage and love
Experience Storymapping and Agile Stories
Agile Stories tell about requirements from the point of view of a user. Together, they are arranged in a shape that tells the big picture of how the product will be developed.
Experience Storymapping, on the other hand, tells how users will engage and interact with your product or services.
Who is Experience Storymapping for?
Short answer: EVERYONE!
Creatives, designers, developers, managers, entrepreneurs, and anyone who is responsible for ideating, creating, and communicating ideas and products that people consume and interact with.
This is just an overview of Experience Storymapping. Give it a try to see if it works for you and your team.
For more you can contact me at firstname.lastname@example.org or check out Donna Lichaw’s helpful site for more cues.