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STORYTELLING IN DIGITAL SERVICE DESIGN Interaction 16 Workshop 1.3.2016
LEAN SERVICE C
REATION
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 C
REATION
We are Futurice A veeeeery short introduction
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
Way of workingLEAN SERVICE CREATION
LSC is a multi-disciplinary way of working that maximizes the probability of creating successful digital services
Lean Service Creation
LSC$SLIDE$HERESERVICE VISION SPRINT
TEAM : Business / Technology
Design / End-Users
BUSINESS NEED
Improve
Improve
Improve
LEAN SERVICE CREATION PROCESS
FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT GROWTH HACKING
Days to Weeks Weeks to Months Months to Years
NEW IDEAS
SERVICE VISION
MVP TO
LAUNCH
Design at futuriceTEAM / US
Design teamComplex 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.
SERVICE DESIGN LEAD
Maria Lumiaho
maria.lumiaho@futurice.com @marialumiaho
SENIOR SERVICE DESIGNER
Jane VitaSENIOR SERVICE DESIGNER
Suvi Numminen
suvi.numminen@futurice.com jane.vita@futurice.com @janevita
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?
LEAN SERVICE C
REATIONThere’s more to life than seeking solutions to
problems
LEAN SERVICE C
REATIONWe look for answers to big questions & seek
meaningful experiences
LEAN SERVICE C
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STORIES ARE A WAY OF TRYING TO UNDERSTAND THE WORLD AND WHAT IT MEANS TO BE HUMAN
LEAN SERVICE C
REATIONCan the experience of using a service be
meaningful in the same way a story can?
YES! (IF IT’S DESIGNED TO DO SO)
LEAN SERVICE C
REATIONThere are similarities between designing an experience and writing a story
LEAN SERVICE C
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But also differences: The story a service creates is not linear and doesn’t deal with conflict the same
way
LEAN SERVICE C
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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
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?
LET’S GET STARTED!
LEAN SERVICE C
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5 Groups
LEAN SERVICE C
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Pick a service to work on • Retail • Fast food chain • Travel / hospitality • Going to / watching movies • Banking • …
1) WHAT IS THE STORY ABOUT?
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
LEAN SERVICE C
REATIONA good story can be distilled into a
CONTROLLING IDEA
From “Story” by Robert McKee
Example: The Lion King
+
Evil is defeated when you come to terms with
your past and take responsibility
Example: The Lion King
VALUE
+
Evil is defeated when you come to terms with
your past and take responsibility
CHANGE IN VALUE
CAUSE
Structure of a controlling idea from “Story” by Robert McKee
+
Example: The Lord of the Rings
VALUE
Peace is restored when ordinary people have
courage
CHANGE IN VALUE
CAUSE
Structure of a controlling idea from “Story” by Robert McKee
Example: Coca-Cola
VALUE
Happiness ensues when you have special,
refreshing moments
CHANGE IN VALUE
CAUSE
Structure of a controlling idea from “Story” by Robert McKee
Example: Apple
VALUE
Life is more enjoyable when you do things
differently
CHANGE IN VALUE
CAUSE
Structure of a controlling idea from “Story” by Robert McKee
LEAN SERVICE C
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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
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
// CONFLICT DRIVES ACTION
LEAN SERVICE C
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Story is not interesting without conflict
Different levels of antagonistic forces try to win over the positive value
From “Story” by Robert McKee
For example: Wisdom as the core value
Positive value
Wisdom
Lack of positive value
Stupidity disguised as wisdom
Negative value Worst of the worst
Ignorance Stupidity
From “Story” by Robert McKee
For example: Love as the core value
Positive value
Love
Lack of positive value
Self-loathing
Negative value Worst of the worst
Indifference Hate
From “Story” by Robert McKee
Positive value
Justice
Lack of positive value
Injustice disguised as
justice
Negative value Worst of the worst
Unfairness Injustice
For example: Justice as the core value
From “Story” by Robert McKee
// WHAT’S THE POINT?
LEAN SERVICE C
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The controlling idea & changes in value act as the core of the service
When designing any aspect, ask
“does this support the controlling idea?”
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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)
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Group Work
2) THE HERO
// SOME BASIC RULES TO KEEP IN MIND
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YOUR SERVICE IS NOT THE MAIN CHARACTER
LEAN SERVICE C
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-Chinese Proverb
Tell me and I'll forget. Show me and I may remember. Involve me, and I'll understand.
LEAN SERVICE C
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THE USER IS THE HERO
From “Every Guest Is a Hero” by Adam M. Berger
LEAN SERVICE C
REATION‘USERS’ DON’T HAVE ADVENTURES
Rebels, philosophers, guests, tricksters, hosts, antiheros and friends, dreamers do…
Crucial to know your users when defining the hero
User’s role should be
communicated clearly to them (marketing, landing
pages, onboarding)
The user must identify with the adventure the service is
presenting
‘Who am I?’
Customers in Disneyland are called ‘guests’
The personnel is the ‘cast’
who work ‘onstage’
What you call your customers can make a
subtle difference
Example: Disneyland
From “Be Our Guest” by Theodore B. Kinni“
Who is the user when using this service?
“Who am I?”
LEAN SERVICE C
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Group Work
LEAN SERVICE C
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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 C
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BREAK TIME!
3) NARRATIVE
LEAN SERVICE C
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EXAMPLE CONTROLLING IDEA FOR A RECIPE SERVICE: “Life’s more fun when you can improvise and let go of fear of failing”
WHAT IS ENCOURAGED?
Experimentation
Replacing ingredients (suggestions on/off)
Sudden changes while cooking
Stumbling upon new recipes
Sharing the experience, giving new ideas to others
Sharing and celebrating failures, too (hall of fame of bad/failed recipes)
Fixing bad recipes, submitting your own version
Seeking ideas from others (“what would you do with this?)
WHAT IS DISCOURAGED / NOT ALLOWED MORE POSSIBILITIES
Following recipes strictly Rating a recipe as good or bad (or stars etc.)
Specific measurements in recipes
Live-streaming while cooking: taking suggestions on the go from the crowd Recipes branching out with different variations Weekly challenges with mystery ingredients or theme Rating recipes based on how many new ideas you got Recipe rating based on how many new ideas you get from it Become a master of an ingredient (master of potato etc.) Different levels of recipes based on how vague vs. specific they are
LEAN SERVICE C
REATIONFunctionality that isn’t aligned with the
controlling idea will dilute it
// STRUCTURING THE STORY
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DESIGN FOR CLEAR BEGINNINGS, MIDDLES AND ENDINGS
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HAVING A CLEAR STRUCTURE FEELS GOOD
MIDDLE
END BEGINNING
From “Poetics” by Aristotle and many more…
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WORKS BOTH ON THE ENTIRE SERVICE AND SINGLE TASKS
SESSIONS
ENTIRE LIFECYCLE OF USE
SINGLE TASKS
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NOT ACTUALLY AND ARC, THOUGH, BUT MORE LIKE THIS
From “The Art of Game Design: A Book of Lenses” by Jesse Schell
EXPOSITION
EXPOSITION
Introducing the protagonist, the world & status quo of the controlling idea
Combining elements from “Story” by Robert McKee, Joseph Campbell’s Hero’s Journey and Gustav Freytag’s Freytag's Pyramid
EXPOSITION
INCITING INCIDENT
INCITING INCIDENT
Accepting a call to adventure à suddenly everything changes Entering a different world There’s no way back to the old
Combining elements from “Story” by Robert McKee, Joseph Campbell’s Hero’s Journey and Gustav Freytag’s Freytag's Pyramid
Setting & inciting incident
Landing page &
onboarding
EXPOSITION
RISING ACTION
INCITING INCIDENT
Battle over the winning value gets more intense Being constantly surprised & feeding curiosity Showing affordances and foreshadowing
RISING ACTION
Battle over the winning value gets more intense Being constantly surprised & feeding curiosity Showing affordances and foreshadowing Providing breaks, too
Combining elements from “Story” by Robert McKee, Joseph Campbell’s Hero’s Journey and Gustav Freytag’s Freytag's Pyramid
LEAN SERVICE C
REATIONSurprises create emotional stamps that make up
most of the memory of the experience
From “The Service Startup” by Tenny Pinheiro
LEAN SERVICE C
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they expect it
From “Story” by Robert McKee
Creating delightful surprises during the journey
LEAN SERVICE C
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‘Secret’ game in Chrome browser
Queuing areas in theme parks are
designed to deepen the story
They can also
help to build excitement for
the ride
EXPOSITION
CLIMAX
INCITING INCIDENT
RISING ACTION
The most dramatic moment, biggest conflict It all leads to this Inevitable, but must also be a choice Can’t go back
CLIMAX
Combining elements from “Story” by Robert McKee, Joseph Campbell’s Hero’s Journey and Gustav Freytag’s Freytag's Pyramid
EXPOSITION
RESOLUTION
INCITING INCIDENT
RISING ACTION
Everything is different Showing how the world has changed Wrapping things up, removing confusion
CLIMAX
RESOLUTION
Combining elements from “Story” by Robert McKee, Joseph Campbell’s Hero’s Journey and Gustav Freytag’s Freytag's Pyramid
LEAN SERVICE C
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Introducing the protagonist, the world & status quo of the controlling idea
Accepting a call to adventure à suddenly everything changes Entering a different world There’s no way back to the old
Battle over the winning value gets more intense Being constantly surprised & feeding curiosity Showing affordances and foreshadowing Providing breaks, too
The most dramatic moment, biggest conflict It all leads to this Inevitable, but must also be a choice Can’t go back
Everything is different Showing how the world has changed Wrapping things up, removing confusion
INCITING INCIDENT
CLIMAX
EXPOSITION
STRUCTURE OF THE STORY
RISING ACTION
RESOLUTION
Combining elements from “Story” by Robert McKee, Joseph Campbell’s Hero’s Journey and Gustav Freytag’s Freytag's Pyramid
LEAN SERVICE C
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Group Work
4) DESIGN ELEMENTS
BUILDING BLOCKS OF IMMERSIVE WORLDS
THEMES & CONCEPT
ASSOCIATIONS COLOR CONTRAST &
VALUE SHAPE,
COMPOSITION, FOCUS
MOTION JUICINESS
All aligned with the controlling idea
// THEME EXPLORATION
EXPLORING THEMES & CONCEPT ASSOCIATIONS 1) What concepts, ideas &
themes help make the controlling idea more concrete?
2) What design motifs and symbols represent the theme & associations?
From “The Immersive World Handbook” by Scott Lukas
Example for the recipe service with the controlling idea of “LIFE’S MORE FUN WHEN YOU CAN IMPROVISE AND LET GO OF FEAR OF FAILING”
CONCEPT IDEAS
MOTIF IDEAS
Experimentation Laboratory (but
not clinical) Explosions
Smoke, burning
Sprinkles (exploding)
Excitement Joy
Surprises
Mystery present
Mystery
Thinking on your feet
Living in the moment
Laughing at yourself
Ingredients
Weird tools Prototypes
Nothing is ever final/done
Bad ideas
Celebration
A world of possibilities
Makeshift workspace
Unconventional materials, texture
Piles, mess
Branching out, branches
Stirring, whisks
Veggies etc. that are not perfect
// COLOR & MOOD
LEAN SERVICE C
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Passion Danger
Optimism Joy Caution
Life Growth
Calmness Trustworthiness Cold
Mysterious Energy Vitality
COLOR & MOOD
Not that simple, though…
Context matters…
// CONTRAST & VALUE
Color values affect the mood
High key – happy
Low key – threatening Contrast – dramatic
etc.
// SHAPE, COMPOSITION, FOCUS
Building a mood visually
(composition, fonts, etc.)
http://www.zevendesign.com/
mood-lines-giving-designs-attitude/
Originally from “Landscape Architecture” by John Ormsbee
Simonds
Using scale & mass to create sense of awe
and attract you towards something
Scale, composition, focal points
From “The Immersive World Handbook” by Scott Lukas
// MOTION
LEAN SERVICE C
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MEANING OF MOTION Examples
From “Landscape Architecture” by John Ormsbee Simonds
HORIZONTAL MOTION
Easy Free
Visually interesting Easy to control
Effortless movement
DOWNWARD MOTION
Hiding, digging in Confinement
Protection Privacy
Minimal effort
UPWARD MOTION
Exhilarating Sense of accomplishment
Going up in life Detachment from earthly things
Command, higher ground
// ’JUICINESS’
LEAN SERVICE C
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ENGAGE AS MANY SENSES AS POSSIBLE WITH SOUND, TEXTURE, SMELL, TASTE, TEMPERATURE, BALANCE, ETC.
REMEMBER THAT DIGITAL SERVICES HAVE A ‘FEEL’ TO USING THEM, TOO
Some things feel good to use and
fiddle with.
Different types of feedback make
them feel ‘juicy’ to use.
Juiciness in action: ‘Game Feel - Why
your death animation sucks’
https://www.youtube.com/
watch?v=pmSAG51BybY
More in “Game Feel: A Game Designer's Guide to Virtual Sensation” by Steve Swink
LEAN SERVICE C
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Group Work
5) PRESENTING YOUR STORY
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Different options for presenting the story: storyboards, customer journey, role playing
etc.
Pick one that suits your story
LEAN SERVICE C
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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 C
REATION
BREAK TIME!
PRESENTATIONS
WRAP-UP
THE END
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