storytelling inspiration - cubo - 2016

StorytellingInspiration for experiences, brands and businesses.

— Fabricio Dore

Cubo - April 26 2016

#storytelling_cubo @superfab

25min (presentation) + 15min (debate)

[image] Velocidade, foco no curto prazo. Ciclos estão cada vez mais curtos.

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We are focusing too much on short term and execution.

80% of Buzzfeed’s content is consumed via social media.

[imagem - a imensidão de mídias sociais disponíveis]

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1862 startups just on Angel List.

Why storytelling?

Stories helps us create empathy.

Stories help us find inspiration.

Stories help us make sense of the world.

Empathy Inspiration Narrative

Culture Brand Experience

Empathy Inspiration Narrative

We are naturally emphatic.

We seek opportunities to connect.

Analytical and empathic areas of the brain fight against each other.

Imagens de uso confidencial.Build empathy by: seeing, experience & sharing.

We need to create opportunities to turn off our analytical brain and connected with

others (e.g. users or coworkers) on a emotional and empathic level at a workplace

setting.

80%

Source: Bain & Co (2013)

Deliver “superior experience” to our customers.

8%I feel like I receive “superior

experience”.

Business Leaders Customers

“We put the customer in the center.”

“ Empathy is a habit. ”

Tim Brown, IDEO

Average Increase for Twelve Firms with Performance-Enhancing Cultures

Average Increase for Twenty Firms without Performance-Enhancing Cultures

Revenue 682% 166%

Employment 282% 36%

Stock Price 901% 74%

Net Income 756% 1%

Source: Corporate Culture and Performance, James Heskett & John Kotter (1992)

Companies that have core values associated with empathy demonstrated better business results.

But how to scale empathy?

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Quotes or human elements.

Living experiences (listening/seeing)

Storytelling (narrative, video, imagery)

KPIs

Meetings

PowerPoints

Where to start changing our habits and transforming the organisation?

http://usertesting.com/ https://www.invisionapp.com/

https://www.flinto.com/mac http://www.adobe.com/products/experience-design.html

So many tools. There’s not excuse for not being empathic.

Perhaps even VR in the near future can be used as a tool for empathy.

Culture Brand Experience

Empathy Inspiration Narrative

So many new startup banks, but Tandem is different.

Tandem is using powerful storytelling to communicate the brand values.

Source: https://www.youtube.com/watch?v=3O449HovwOo

Redefined the investment model to be collaborative.

Consistent brand stories in every touchpoint.

Powerful storytelling once again.

Source: https://www.youtube.com/watch?v=_ZsZHXsA7bQ

“ Stories travel further. ”

Internet

“ If it’s not spreadable, it’s dead. ”

Internet

1. It’s not enough to say you make this or that.

2. Brands need to build authentic stories.

3. Stories that represent their culture. *Culture sells.

Product Services Experiences Culture

Authentic stories Culture

Inside the company Outside of the company

https://getmondo.co.uk/

ST is critical for startups to build their brands and communicate their values.

https://strategyzer.com/

atendimento frio e sem tomada

de decisão cobranças desconhecidas

de tarifas

juros altos e taxas

desconhecidas

me sentir seguro usando o

cartãofazer compras em lojas e na

web

ter controle sobre meus

gastos

atendimento personalizado, com atendentes

com alçada

transparência e clareza em

juros e tarifas

status maior segurança

cartão de crédito

pagar fatura em dia

esquecer de pagar a fatura

acumular milhas

medo de ser clonado

notificações para

acompanhar gastos

aplicativo “companion” com boa experiência

de uso

atendimento ao consumidor

programa de milhagem

gráfico de uso do cartão

VPC is a good exercise to define ‘the story’.

Show, don’t tell. Be simple.

Be personal. Be creative with the narrative.

Use conflict and drama. Be authentic.

Create an ‘ownable’ story.

Collected 7 elements of a great story.

“The best narratives come from a place of belief.”

Don Draper

Culture Brand Experience

Empathy Inspiration Narrative

Storytelling & experience.

Service Content Characters (Orchestration) (Information) (Personality)

Just addressing 2 today.

https://www.youtube.com/watch?v=NOey_KjH0r8

Inciting Incident Lock in

First Culmination

Main Culmination

Third Act Twist

Amelie 00:14:55 00:34:56 01:08:00 01:39:45 01:51:54

Back to future 00:22:42 00:31:30 00:55:47 01:26:07 1:44:39

Pulp Fiction (The Bonnie Situation) 00:17:51 01:55:50 02:07:46 02:17:30 02:22:08

Pulp Fiction (The Gold Watch) 1:08:01 1:14:29 1:26:55 1:36:23 1:44:22

Pulp Fiction (Vincent Vega & Marsellus Wallace's Wife) 0:13:43 0:31:19 0:45:35 0:54:20 0:56:44

Story-lines x story-systems

Source: https://vimeo.com/159756445

Fonte: Pattern Lab, por Brad Frost

Designers Developers

https://www.nordnet.se/brand/ui/ https://github.com/nordnet/nordnet-ui-kit

https://panamapapers.icij.org/the_power_players/

Componentization allows non-linear storytelling for the digital age.

Service Content Characters (Orchestration) (Information) (Personality)

Storytelling & experiência.

Adoption of voice(As interface with mobile by 2020)

82%

Source: Tractica (2015)

AlexaSiri

They have different personalities!

Taylor - AI travel assistant.

Design Sprint de Chatbot (Character Development)

Dia 1

Descreva seu personagem.

Dia 2

Faça exercícios de personagem.

Dia 3

Seja a personagem.

Dia 4

Exercite com o questionário.

Dia 5

Re-descreva seu personagem.

Dia 6

Re-exercite com o questionário.

Dia 7

Review geral do trabalho.

Empathy involves seeing, listening, experiencing and sharing stories.

Find your story. It needs to be authentic

and represent your culture.

Stories and narrative have a lot to offer to the

design of experiences.

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Obrigado!

Fabricio Dore @superfab

Cubo - 26 de Abril de 2016