Storytelling For Services. March 19, :15-12:00pm Aalto BA Service Design

Transcription

1 Storytelling For Services March 19, :15-12:00pm Aalto BA Service Design 01

2 Hello! Karoline Kwon Service & UX Designer Graduate of Aalto Media Lab/USchool 2016 Digitalist Group Creative Tech consultancy Based in Helsinki (SF, Lon, Van, Tamp...)

3 Today s Agenda Time 9:30-10:00 AM 10:00-10:15 AM 10:15-10:30 AM 10:30 AM - 12:00 PM Activity Lecture: What s in a Story? Morning Break Service Stories Group Hands-on Exercises: Ideation Choose your Actor Set the Scene Write your Script Sketch it Out Presentations 3

4 9:30-9:45 AM What s in a Story? Introduction to storytelling

5 STORIES Stories are the creative conversion of life itself into a more powerful, clearer, more meaningful experience. They are the currency of human contact. -Robert McKee 5

6 What s in a Story? Have a clear beginning, middle and end Intro, rising action, crisis, climax and resolution Characters, context, scenes 6

7 Storytelling Sharing insights and new concepts Entertainment Make sense out of life Culture Preserve memories 7

8 Structure of Stories // Values // Scenes // Events // Sequence According to Robert McKee 8

9 Values The driving force or belief Universal qualities of human experience. There should be some core, juicy centre that you are driving, that you believe in and that will steer your story. What do your actors fight for? The obstacles and victories related to your Values build the story line. According to Robert McKee 9

10 Scene The building blocks to your story. Sets up the values in a time and place. It moves your value from state to state. These are your building blocks to your story. Think use-case, you have your context, your actors and the props. According to Robert McKee 10

11 Scene The building blocks to your story. Sets up the values in a time and place. It moves your value from state to state. These are your building blocks to your story. Think use-case, you have your context, your actors and the props. According to Robert McKee 11

12 Events Where the action is A meaningful change in the situation, usually achieved through conflict or cause and effect. What is happening! What s the drama, mama? According to Robert McKee 12

13 Sequence Adding movement A sequence is a series of scenes played over time. The impact is cumulated from the previous scene. It takes you on the experience. According to Robert McKee 13

14 Storyboards Visualizing stories 14

15 A STORYBOARD IS a representation of use cases through a series of drawings or pictures, put together in a narrative sequence L. Vertelney & G. Curtis, 15

16 Storyboards Use cases told in sequence. Visual medium that works to capture all the senses drawn over time. They act as extended use cases that are shown through movement. 16

17 BEGINNING MIDDLE END 17

18 From use-case to stories 18

19 From use-case to stories 19

20 From use-case to stories 20

21 From use-case to stories AWARE CONSIDER DECIDE BUY SETUP USE CHANGE OF SITUATION INCIDENT LEAVE 21

22 Beginning: Aware, Consider, Decide Hygge Hygge Marie is walking through Kamppi and notices an event about Smart Living. A sales rep helps to explain the service and Marie is interested. He helps her to sign up for the service on the spot by creating her profile and setting up her payment plan. 22

23 Middle: Setup, Use, Incident The Smart Living package is delivered to her house. She starts to setup the devices and pair them with her mobile app. The device sends her feedback on the current conditions of her home. One day she notices one of her devices is not working. So she calls the support centre through her App. 23

24 End: Leave / Advocate Marie is moving and decides to cancel her plan. She arranges a pick up service to recycle her devices. Marie loves her new Smart Living environment. When Paula asks her about her new lamp, she eagerly shows her how it works! 24

25 Why storyboards? Making intangible ideas through visualisations Get a holistic view on your service Understand on a systemic level Create empathy and Engagement Point of reference Memory Aid Communication tool 25

26 Visualise and make it tangible 26

27 Holistic Overview 27

28 Create Empathy & Engagement 28

29 9:45-10:00 AM Morning Break Get ready to get your draw on 29

30 10:15-12:00 PM Service Stories Storyboarding in Service Design 30

31 Storyboards & Service Stories Beginning, middle and end -> Aware, consider, use, end Actors and support roles Objects, products and touchpoint (props) Experienced over time Emotional journey A snapshot 31

32 It s a story, not a novel Keep it simple Minimal Viable Product level Convey your message Show the value Think holistically 32

33 Actors Context Narrative Sequence The main persona in your story. The setting. The scene where the activity is taking place including environment and props. The situation explained. What is going on in the story? What is the main idea that is being played out. The movement - steps of your narrative. How do your scenes play out? 33

34 Group Activity (10:30-11:45) Creating your Service Storyboards 34

35 Group Exercise Ideate your Narrative Overview It s time to turn your scenarios into stories! In your group Discuss within your group what is the main narrative you want to illustrate Agree on the scene and events you will likely include in your story Keep it focused and simple 35

36 Group Exercise Choose your Actor Overview Define your target actor for this story. What is their background, what are their goals, motivations and pains? Discuss Who is your persona What s their background? What are their motivations and needs? Why would they choose your service What s their role 36

37 Group Exercise Understand the Context Overview What is the necessary scene you need to set for your narrative to make sense? Remember To make it relate to your narrative Relevant for your actor The right props 37

38 Group Exercise Write the script Overview Start building your narrative into steps. Keep it simple Remember the beginning, middle and end Use the blueprint to inspire you Make sure the scenes link together 38

39 Group Exercise Sketch it out Overview Illustrate your story and start visualising the scenes using your actor and context Draw it out Think about what you want to show in that scene to match the narrative What are the key things? Remember, narrative, actor, context and props! Have fun with it! 39

40 Group Exercise Put it together! Overview Make sense of it all! Organize, reorganize, swap and fill the gaps Final steps Take what you have and put it together Design the story you want to share with the rest of the class 40

41 11:30-12:00 PM Presentations Review and Group Discussion 41

42 REMINDER Please bring your storyboards to the class on Wednesday! Thanks everyone! 42

43 References Daniele Catalanotto, In Storytelling and Service Design, easy is boring ( Robertas Jucaitis, The Elements of Story by Robert McKee ( Shawn Coyne, The Units of A Story ( Ray Alez, Fundamentals of Story Structure ( Alissa Joelle, Design Research 101: Prototyping Your Service with a Storyboard ( Robert McKee, Story ( 43