Master Track B: "The UX & Storytelling Convergence"

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<ul><li> 1. The Convergence ofUX and StorytellingPrepared for 2014 iMedia Brand Summit@rickstarbuckSVP User ExperienceBank of America@adamkleinbergCEO/Co-FounderTractionAd Age 2013 Small Agency of the YearWest Region, Silver</li></ul> <p> 2. !Once upon a time... 3. INSPECTORKURTKRONERDID. 4. DOT BOOM! 5. DOT BOOM 6. TASTES GREAT. 7. PSYCHOLOGY + TECHNOLOGYBRAND EXPERIENCE 8. PSYCHOLOGY + TECHNOLOGYBRAND EXPERIENCE 9. WHYSTORYTELLING +UX? 10. DIGITALEMPOWERMENT +!ECONOMICSUPER-PRESSURE 11. ROIDIGITALEMPOWERMENT +!ECONOMICSUPER-PRESSURE 12. WILL CLICKFOR CHEESE. 13. YOUR BRANDis a COMMODITY. 14. PERSONASUSE CASESSITE MAPSWIREFRAMES 15. emotion? 16. PerceptionPersuasionMotivationDesire 17. 50% OF WHAT WE SHOULD BEDOING FOR BRANDS IS NOTPREDICTABLY QUANITFIABLE.Scott Bedbury, former CMO of Nike and Starbucks 18. BRING VALUE OR DIE. 19. UX, GOING UP.!ADVERTISING,GOING DOWN. 20. RATIONAL 21. RATIONAL EMOTIONAL 22. HUMANSRESPOND TOSTORIES.Good stories make a concept visual, tangible and personalSusan Weinschenk 23. NEW EXPECTATIONS. 24. NEW TOOLS. 25. NEW BROWSERS. 26. NOT AN IDIOT. 27. BRANDENGAGEMENT. 28. INVISIBLEISNTENOUGH. 29. BUILT FOR ___? 30. WHEREhave companiessteered the UX ship? 31. Pinterest copycat. 32. Pinterest copycat.Social shopping. 33. Pinterest copycat.Social shopping.Vacuums? 34. Pinterest copycat.Social shopping.Vacuums?Hey girlfriend! 35. Pinterest copycat.Social shopping.Hey girlfriend!Vacuums?Apps? 36. Pinterest copycat.Social shopping.Hey girlfriend!Vacuums?Apps?Random questions? 37. Pinterest copycat.Social shopping.Hey girlfriend!Vacuums?Apps?Random questions?FEATURE VOMIT 38. TELLING STORIESTHROUGH UX 39. STORYTELLINGTO ENGAGE 40. STORYTELLINGPLATFORMS 41. FA K E 42. FA K E 43. 39 44. 39 45. STORYTELLINGTO CONVERT 46. 69% 47. UX&gt;The Art of StorytellingTRACTION 48. UX&gt;The Art of StorytellingTRACTION 49. WHAT YOU KNOW YOU DONT KNOW.(KDKs)WHAT YOU DONTKNOW YOU DONT KNOW.(DKDKs) 50. THE STATUS QUO.The Situation TodayDescribe the status quo as it is today. What are some challenges you face? Are there things you know you dont know (KDKs)? Things you dont know you dont know (DKDKs) thatresearch could help bring to light? What are opportunities you could take advantage of? Places where youre falling short or stages of your customers journey you are notaddressing as well as you should? Are there places where you are talking at them that could be improved by making THEM the hero of the story? 51. WHO IS THE HEROYOURE TALKING TO? 52. WHO ARE YOU TALKING TO?Get to Know Your CustomerThe sketches below represent an average customer. Weve decorated him to put together a picture of who a customer might really bein this case, Adam. On the next page, youllcreate a picture of your customer. Get beyond demographics and really see her as a person, living inside their own story (a.k.a. their life).CREATIVE DIRECTOR GLASSESFRESHLY SHAVED BALD HEADFIGHTING WITH 10-YR OLD OVER IPADREADY FOR FOOTBALL!FIGHTING WITH 8-YR OLD OVER LAPTOPCREEPERHER KATIE PERRY ON MY IPAD 53. YOUR TURN. 54. WHAT DOESSHE VALUE? 55. WHAT DO THEY VALUE?Currencies You Can OfferThink about the picture youve drawn of your customer. What are the things they value? What problems do they face? What motivates them? Understanding that allows you toidentify currencies that can deliver that value. Is there a cause they might want to help? Do the want status or perks? How could their lives be easier or more fun?Internal ExternalCollective IndividualMoral!Need to dogoodSocial!Need forrecognitionEconomic!Need formaterial successTribal!Need forcommunityPleasure!Need forenjoyment 56. STORYTELLING ARCHETYPES 57. STORYTELLING ARCHETYPESOvercoming the Monster - Defeating the pain point 58. STORYTELLING ARCHETYPESOvercoming the Monster - Defeating the pain pointRags to Riches - Help the downtrodden achieve success 59. STORYTELLING ARCHETYPESOvercoming the Monster - Defeating the pain pointRags to Riches - Help the downtrodden achieve successThe Quest - The hero overcomes numerous odds 60. STORYTELLING ARCHETYPESOvercoming the Monster - Defeating the pain pointRags to Riches - Help the downtrodden achieve successThe Quest - The hero overcomes numerous oddsVoyage and Return - Thrust your hero in an atypical situation 61. STORYTELLING ARCHETYPESOvercoming the Monster - Defeating the pain pointRags to Riches - Help the downtrodden achieve successThe Quest - The hero overcomes numerous oddsVoyage and Return - Thrust your hero in an atypical situationComedy - Introduce confusion that you help resolve 62. STORYTELLING ARCHETYPESOvercoming the Monster - Defeating the pain pointRags to Riches - Help the downtrodden achieve successThe Quest - The hero overcomes numerous oddsVoyage and Return - Thrust your hero in an atypical situationComedy - Introduce confusion that you help resolveTragedy - Illustrate the consequences of human fealty 63. STORYTELLING ARCHETYPESOvercoming the Monster - Defeating the pain pointRags to Riches - Help the downtrodden achieve successThe Quest - The hero overcomes numerous oddsVoyage and Return - Thrust your hero in an atypical situationComedy - Introduce confusion that you help resolveTragedy - Illustrate the consequences of human fealtyRebirth - Point out that there has to be a better way 64. PIE IN THE SKY.What If You Could Solve Anything?Great strategy connects the dots between what you do and why you do it. Brainstorm and come up with some ideas that allows you to deliver on the currencies your customervalues, and helps you solve a challenge you identified with the status quo. Remember, people respond to stories!Acustomersthat.Acustomersthat.Acustomersthat.Acustomersthat.Acustomersthat.responsive app thingy inspires creative inby allowing them to design a color palette for the walls of their home 65. SKETCH IT.What If You Could Do Anything?Draw a rough sketch of what the experience might look like. Keep it simple and dont worry about detailswere designing a framework for an experience, not the end result. Justcome up with a high level view like weve done in the example below. Weve provided a bunch of pages for you to sketch on so dont worry about messing up or getting it right.COLORPALETTEAPP THINGY!PRESS A COLORTO ADD TO PALETTESWIPE to SEEOTHER COLORSFB TW PI SHARE YOUR STORY BUTTONS!SWIPE 66. YOUR TURN.FOR ENGAGEMENT?!AS A PLATFORM?!TO DRIVE CONVERSION? 67. YOUR TURN.FOR ENGAGEMENT?!AS A PLATFORM?!TO DRIVE CONVERSION?Overcoming the Monster 68. YOUR TURN.FOR ENGAGEMENT?!AS A PLATFORM?!TO DRIVE CONVERSION?Overcoming the MonsterRags to Riches 69. YOUR TURN.FOR ENGAGEMENT?!AS A PLATFORM?!TO DRIVE CONVERSION?Overcoming the MonsterRags to RichesThe Quest 70. YOUR TURN.FOR ENGAGEMENT?!AS A PLATFORM?!TO DRIVE CONVERSION?Overcoming the MonsterRags to RichesThe QuestVoyage and Return 71. YOUR TURN.FOR ENGAGEMENT?!AS A PLATFORM?!TO DRIVE CONVERSION?Overcoming the MonsterRags to RichesThe QuestVoyage and ReturnComedy 72. YOUR TURN.FOR ENGAGEMENT?!AS A PLATFORM?!TO DRIVE CONVERSION?Overcoming the MonsterRags to RichesThe QuestVoyage and ReturnComedyTragedy 73. YOUR TURN.FOR ENGAGEMENT?!AS A PLATFORM?!TO DRIVE CONVERSION?Overcoming the MonsterRags to RichesThe QuestVoyage and ReturnComedyTragedyRebirth 74. ... and we livedhappily every after.Rick StarbuckBank of Americarick.starbuck@bankofamerica.comtwitter.com/rickstarbuckAdam KleinbergTractionadam@tractionco.comtwitter.com/adamkleinberg </p>