designing meaningful user journeys - confab intensive 2016

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DESIGNING MEANINGFUL USER JOURNEYS A NARRATIVE APPROACH TO MEETING NEEDS MATT EDWARDS CONFAB INTENSIVE ‘16 @ASTRONAUTPNGUIN http://bit.ly/2d7JmyU

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DESIGNING MEANINGFUL USER JOURNEYS

A NARRATIVE APPROACH TO MEETING NEEDS

MATT EDWARDS CONFAB INTENSIVE ‘16 @ASTRONAUTPNGUIN

http://bit.ly/2d7JmyU

AGENDAINTRODUCTION

LEARNING NARRATIVE

EXERCISE ONE

STORY CIRCLE

EXERCISE TWO

BREAK

APPLYING NARRATIVE

EXERCISE THREE

DISCUSSION/Q&A

9:00 AM

9:05 AM

9:30 AM

10:00 AM

10: 20 AM

10:50 AM

11:00 AM

11:15 AM

11:45 AM

WHO’S “SPUN OUT” AT THE START OF A PROJECT?

USER TYPES MOTIVATIONS

TOOLS COMMON BARRIERS

SUCCESS STATES

WE’RE NOT THE ONLY ONES.

TURNS OUT IT’S PRETTY COMMON!

GOOD COMPANY.

BRING IT BACK TO HISTORICAL CONTEXT

CAMPBELL, VOGLER

JOSEPH CAMPBELL

CHRISTOPHER VOGLER

BREAKDOWN OF HERO’S JOURNEYSO WHAT IS IT?

THE ORDINARY WORLD

(HERO)

THE CALL TO ADVENTURE

(HERALD)

(TRICKSTER)

REFUSAL OF THE CALL

MEETING THE MENTOR

(MENTOR)

(THRESHOLD GUARDIANS ERRY-WHERE)

CROSSING THE THRESHOLD

TESTS, ALLIES, AND ENEMIES

(ALLY)

(SHAPESHIFTER)

THE APPROACH(NOT A MOON)

THE ORDEAL

(THE SHADOW)

THE REWARD(THE TREASURE) (PROBLEMATIC)

(THRESHOLD GUARDIANS)

THE ROAD BACK

(PORKINS)

THE RESURRECTION

RETURN W/ THE ELIXIR

(FORCE = ELIXIR)

EXERCISEBREAK DOWN A POPULAR STORY/MOVIE USING

THE HERO’S JOURNEY.

INTRO TO HARMONBACKGROUND, CHANNEL 101

INTRO TO HARMONBACKGROUND, CHANNEL 101

MN WUD 2014@ASTRONAUTPNGUIN

(#SIXSEASONSANDAMOVIE)

THE STORY CIRCLEWHAT IS IT?

THE STORY CIRCLE1

3

5

7

2

46

8

BREAKDOWN OF STORY CIRCLEJUST A FEW STEPS

1. A CHARACTER IS IN A ZONE OF

COMFORT

2. BUT THEY WANT SOMETHING

3. THEY ENTER AN UNFAMILIAR

SITUATION

4. ADAPT TO IT

5. GET WHAT THEY WANTED

6. PAY A HEAVY PRICE FOR IT

7. THEN RETURN TO THEIR FAMILIAR

SITUATION

8. HAVING CHANGED

THE STORY CIRCLE1

3

5

7

2

46

8

BREAKDOWN OF STORY CIRCLEAND A FEW MORE QUADRANTS

A CHARACTER IS IN A ZONE OF COMFORT

BUT THEY WANT SOMETHING

THEY ENTER AN UNFAMILIAR SITUATION

ADAPT TO IT

GET WHAT THEY WANTED

PAY A HEAVY PRICE FOR IT

THEN RETURN TO THEIR FAMILIAR SITUATION

HAVING CHANGED

WHEN YOU

HAVE A NEED

YOU GO SOMEWHERE

SEARCH FOR IT

FIND IT

TAKE IT

THEN RETURN

HAVING CHANGED

WHEN YOU

HAVE A NEED

YOU GO SOMEWHERE

SEARCH FOR IT

FIND IT

TAKE IT

THEN RETURN

HAVING CHANGED

YOU NEED,

GO SEARCH,

FIND, TAKE,

RETURN CHANGED.

YOU NEED,

GO SEARCH,FIND, TAKE,

RETURN CHANGED

CONSIDER DUALITIES

REFLECTING

ACTING

CONCRETE ABSTRACT

CONSIDER DUALITIES

REFLECTING REFLECTING

ACTING ACTING

ABSTRACT

ABSTRACTCONCRETE

CONCRETE

EXERCISECREATE A NEW STORY IN THE STYLE OF A

MYTH, FABLE, OR FAIRY TALE

BREAKSEE YOU IN 10 MIN!

APPLYING THIS TO USER JOURNEYS

ANALYSIS VS. SYNTHESIS

COMMON LANGUAGEANALYSIS VS. SYNTHESIS

ANALYSIS SYNTHESIS

ANALYSISBREAKING DOWN EXISTING EXPERIENCES INTO

INDIVIDUAL COMPONENTS

ANALYSISIMPORTANT PLAYERS

ANALYSISKEY CHALLENGES

ANALYSISDEFINING SUCCESS/FAILURE

UNDERSTANDING RESEARCH!

UNDERSTANDING RESEARCH!

CHANNEL 2

CHANNEL 3

client

clientclient

SYNTHESISCOMBINING INDIVIDUAL COMPONENTS INTO A

COHESIVE WHOLE

SYNTHESISCREATING NEW EXPERIENCES

SYNTHESISFEEDBACK LOOPS

SYNTHESISMULTIPLE USER TYPES

SYNTHESISINTERSECTING NEEDS

HERO’S JOURNEY VS

STORY CIRCLEADVANTAGES & DISADVANTAGES

DESIGNING A NEW EXPERIENCE!

EXERCISEBREAK DOWN A POPULAR USER EXPERIENCE

USING THE HERO’S JOURNEY.

DESIGN A USER JOURNEY FOR A NEW COMPETITOR TO THE SERVICE YOU ANALYZED.

THANK YOU! QUESTIONS?

TWITTER: @ASTRONAUTPNGUINEMAIL: [email protected]