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Storytelling in Digital Service Design

“Let me tell you a story….” – Storytelling, one of the most powerful ways to convey messages and a basic human need. <br><br>The workshop explores the role of storytelling in digital service design. With the constant rise of new emerging technologies, new challenges arise impacting various areas of design. Allowing for non-linear and more continuous experiences, the user is empowered to alter the course of the narrative and the way content is experienced and explored. <br><br>The static world of websites and apps is challenged by new technologies such as Google Cardboard, Oculus Rift, and connected devices, all of which require the creation of continuous, multi-routed storylines that Occulusinteraction Design is crafting and orchestrating, as interaction allows the user to be more deeply involved with the content the story thereof. Instead of presenting a linear feature, the user can follow various characters and affect the outcome of the story. This results in more dynamic stories and outcomes, captivating the user and enhancing the user experience.

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Storytelling in Digital Service Design

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  1. STORYTELLING IN DIGITAL SERVICE DESIGN Interaction 16 Workshop 1.3.2016

  2. Agenda 2.00 – 2.20 INTRO 2.20 – INSPIRATION / GROUP WORK •  Part 1 – Service Concept & Controlling Idea •  Part 2 – Hero 3.30 Break 3.40 – INSPIRATION / GROUP WORK •  Part 3 – Narrative •  Part 4 – Design Elements •  Part 5 – Group Presentation Prep 4.50 Break 5 – 6 PRESENTATIONS & WRAP UP •  •  LEAN SERVICE CREATION •  •  •  • 

  3. LEAN SERVICE CREATION We are Futurice We are Futurice A veeeeery short introduction

  4. We create 
 digital services 
 for people to love Creating a culture that makes innovation happen Discovering and designing new digital services Developing, scaling and operating digital services

  5. Way of working LEAN SERVICE CREATION

  6. Lean Service Creation LSC is a multi-disciplinary way of working that maximizes the probability of creating successful digital services

  7. LEAN SERVICE CREATION PROCESS NEW IDEAS LSC$SLIDE$HERE Improve SERVICE VISION SPRINT Improve MVP TO LAUNCH SERVICE VISION Improve BUSINESS NEED TEAM : Business / Technology Design / End-Users FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT GROWTH HACKING Days to Weeks Weeks to Months Months to Years

  8. Design at futurice TEAM / US

  9. Design team Complex problems require broad thinkers and doers. 45 multi-disciplinary designers (business design, service design, concept design, brand design, UX/UI design, visual design, sound design. SENIOR SERVICE DESIGNER Jane Vita SERVICE DESIGN LEAD Maria Lumiaho SENIOR SERVICE DESIGNER Suvi Numminen maria.lumiaho@futurice.com @marialumiaho suvi.numminen@futurice.com jane.vita@futurice.com @janevita

  10. THINK ABOUT THE SERVICES & PRODUCTS YOU USE Are there any that you … Are happy to pay a premium for even though another product would do the same job just fine? Go on and on about to your friends and don’t understand why they don’t want to use it, too? Are happy to use even if it doesn’t always work perfectly?

  11. LEAN SERVICE CREATION There’s more to life than seeking solutions to problems

  12. LEAN SERVICE CREATION We look for answers to big questions & seek meaningful experiences

  13. LEAN SERVICE CREATION THE WORLD AND WHAT IT MEANS TO BE HUMAN STORIES ARE A WAY OF TRYING TO UNDERSTAND

  14. LEAN SERVICE CREATION Can the experience of using a service be meaningful in the same way a story can?

  15. YES! (IF IT’S DESIGNED TO DO SO)

  16. LEAN SERVICE CREATION There are similarities between designing an experience and writing a story

  17. LEAN SERVICE CREATION But also differences: The story a service creates is not linear and doesn’t deal with conflict the same way

  18. LEAN SERVICE CREATION ALSO A DISCLAIMER Does not replace other service design methods, but useful as an additional lens Requires seamless collaboration between branding, service design & UX/UI design

  19. Why we care about 
 storytelling in digital Service Design? Storytelling is all about experiences Storytelling about & inside the services we create Who doesn’t like a good story?

  20. LET’S GET STARTED!

  21. LEAN SERVICE CREATION 5 Groups 5 Groups

  22. Pick a service to work on LEAN SERVICE CREATION •  Retail •  Fast food chain •  Travel / hospitality •  Going to / watching movies •  Banking •  …

  23. 1) WHAT IS THE STORY ABOUT?

  24. A GOOD STORY Has a clear reason to exist Makes a statement about the world Resonates with people who share those beliefs From “Story” by Robert McKee & “Start With Why” by Simon Sinek

  25. LEAN SERVICE CREATION A good story can be distilled into a CONTROLLING IDEA From “Story” by Robert McKee

  26. Example: The Lion King Evil is defeated when you come to terms with your past and take responsibility +

  27. Example: The Lion King CHANGE IN VALUE VALUE Evil is defeated when you come to terms with your past and take responsibility + CAUSE Structure of a controlling idea from “Story” by Robert McKee

  28. Example: The Lord of the Rings CHANGE IN VALUE VALUE Peace is restored when ordinary people have courage + CAUSE Structure of a controlling idea from “Story” by Robert McKee

  29. Example: Coca-Cola CHANGE IN VALUE VALUE Happiness ensues when you have special, refreshing moments CAUSE Structure of a controlling idea from “Story” by Robert McKee

  30. Example: Apple CHANGE IN VALUE VALUE Life is more enjoyable when you do things differently CAUSE Structure of a controlling idea from “Story” by Robert McKee

  31. LEAN SERVICE CREATION Controlling ideas drive action and drive you to make decisions! “It’s about peace” is a theme, not a controlling idea From “Story” by Robert McKee

  32. Should be based on customer insight & brand design Should be universal enough to be understood by most people Flexible enough to turn into a service, movie, game, whatever! Should be able to start a good conversation over beer Qualities of good controlling ideas

  33. // CONFLICT DRIVES ACTION

  34. LEAN SERVICE CREATION Story is not interesting without conflict Different levels of antagonistic forces try to win over the positive value From “Story” by Robert McKee

  35. For example: Wisdom as the core value Stupidity disguised as wisdom Wisdom Ignorance Stupidity Positive value Lack of positive value Negative value Worst of the worst From “Story” by Robert McKee

  36. For example: Love as the core value Love Indifference Hate Self-loathing Positive value Lack of positive value Negative value Worst of the worst From “Story” by Robert McKee

  37. For example: Justice as the core value Injustice disguised as justice Justice Unfairness Injustice Positive value Lack of positive value Negative value Worst of the worst From “Story” by Robert McKee

  38. // WHAT’S THE POINT?

  39. LEAN SERVICE CREATION The controlling idea & changes in value act as the core of the service When designing any aspect, ask “does this support the controlling idea?”

  40. LEAN SERVICE CREATION If the controlling idea is expressed clearly enough, it will resonate very strongly with users à users loving the service (even if they can’t tell why)

  41. LEAN SERVICE CREATION Group Work Group Work

  42. 2) THE HERO

  43. // SOME BASIC RULES TO KEEP IN MIND

  44. LEAN SERVICE CREATION YOUR SERVICE IS NOT THE MAIN CHARACTER

  45. LEAN SERVICE CREATION Tell me and I'll forget. Show me and I may remember. Involve me, and I'll understand. -Chinese Proverb

  46. LEAN SERVICE CREATION THE USER IS THE HERO From “Every Guest Is a Hero” by Adam M. Berger

  47. LEAN SERVICE CREATION ‘USERS’ DON’T HAVE ADVENTURES Rebels, philosophers, guests, tricksters, hosts, antiheros and friends, dreamers do…

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