The storygraph

Raffaele Boiano

BETTER SOFTWARE 2013

a cross channel visualization tool for storytelling research

@rainwiz #storygraph

lo storygraph

@rainwiz #storygraph

and why’s he here?who’s this guy?

A intro B stories mapsC outroD @rainwiz #storygraph

Tutto iniziò il 5 giugno del 2006

antropology ethnographyapplied anthropology business anthropology !cyberanthropolgy digital anthropology

commercial ethnography !!

digital ethnography netnography

Lost

discipline

process

product

comparative method

fieldwork

put cultures in words

concept of culture

concept of field

textual strategies

concept of culture

concept of field textual strategies

Back to the future

Anthropology in crash

Me in Fatih

osservazione partecipante

Bronislaw Malinowski

Kitchen stories

Ethnography as a toolbox

#1

observe people when you’re consciously operating a influence (spur) over them.

reactive observation

#2

observe people when you’re not operating any influence (verbal, behavioural etc) over them.

non reactive observation

#3

be in context, daily, and interact with people inside their own environment.

immersion

#4

hermeneutic, narrative, in depth, looking for the other’s point of view towards the world.

interview

#5

collect products (text and other stuff) made by people you’re interested in.

artifact analysis

#6

using theathre, performance, profound gaming to create the context of a relation.

performance

#7

people have tools to create their own self representation. Diary, documentary, fiction etc.

self documentation

#8

...let’s see what it means...

storytelling

stories

@rainwiz #storygraphA intro B stories mapsC outroD

We all tell stories. It's one of the most natural ways to share information, as old as the human race.

una narrazione è l’atto attraverso cui una certa storia è concretamente veicolata da qualche attore verso un qualche pubblico

un racconto è la forma del discorso con cui una certa storia viene raccontata

una storia è l’insieme degli eventi descritti secondo una successione logica e cronologica


#1

Julian Orras a shared space


Talking about machines

#2

Jan Chipchaseas field data


Mobile Money

#3

Alberto Marradias tools


Talking about machines

describes a piece of the user’s experience with a product or service (or both). !

You can find needs, thoughts, emotions, attitues, pain points in a story.

a user story


it’s a setting which encourages and stimulates interviewees to tell a story about some significant event in the informants' life.

narrative interview


The storybook

Personal dataAge: 47Sex: MEdication: High school

Internet skillExperience: 6 yearsActivities: mail 6 social networkh/w.: 15Pc: Windows – IE8Network: company LAN (ADSL)

Profile

Frank is a 47 year old accountant who lives in Rome, Italy. He considers himself a handy many, fixing the broken clock, or making house renovations.

Frank is extremely active. He golfs twice a week in the summer and swims laps three times a week in the winter. He is proud of his garden and spends an hour or two each day maintaining his lawn and flower beds. Frank is also an avid fisherman.

Frnk uses the computer at work. He’s comfortable using the computer and learned to use the Web for job-related research, and he uses the company's intranet on a regular basis throughout each workday.

Frank is an hard worker. He reads on a newspaper that the government wants to raise the taxation of savings. He looks for informations on the corporate website but he can’t find any in-depth content. Afterwards he calls the contact center and he’s reassured by the operator that nothing is going to change about his savings. After two days he’s still in doubt and writes an email but he doesn’t receive a rapid answer so after a while he sends a fake user feedback full of taxation questions. The feedback is added to the outboud cue and Frank is called by the contact center in order to arrange an appointment at the nearest territorial retail office (face by face trust building).

2012/219. Unjustified fear

The storybook

My company stories

Stories happen only to those who are able to tell them

what’s a map?maps


n.

Experience map[ik-speer-ee-ns map]

A visual representation of the complete experience


Adaptive Path - Rail Europe Experience Map

Legowheel Experience Map

Starbucks Experience Map

Orange

YU

Linearization example

1 2 3


how I learned to stop worrying and love the research

the storygraph


so, let’s start from

user needs

A intro B stories mapsC outroD

and let’s continue with

touchpoints


public portal restricted area blog newsletter youtube twitter facebook linkedIN press & media house organ cust. service RIÀFHV

EnasarcoMagazineFONDAZIONE 01

Affrontare il cambiamento:la nuova sfida per il presenteAgente: un lavoroche dà valore all’aziendaSpeciale convenzioniSoggiorni termali e climatici 2010

suitable but not ideal unsuitable

social media management (earned media)

Tweet & relate

Update professional network & projects

3UHVV�RIÀFH�activity & media relations

Produce awareness video

Manage customer relation

Face to face relations & solutions

Send targeted messages

Write post & manage interactions

Design & development 24/7 self-service

Content & knowledge base management

Socialize contents & manage interactions

Write & produce editions

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owned digital media management owned press staff training

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press

MY COMPANY - STORYGRAPH

Touchpoints

LINE OF VISIBILITY

LINE OF INTERNAL ACTION

6. Discover news

3. Discuss/Share

4. Ask for help

Process

LINE OF USER INTERACTION

7. Know in depth

Operations

1. Core services

2. Send feedback

5. Networking

Ideal

Strategy

Area

Activity

A B C D E F G H I L M N

Raffaele Boiano - [email protected] This work is licensed under a Creative Commons Attribution 3.0 Unported License This is a free culture license!

A7

2012/219. Unjustified fear

I6

Frank is an hard worker. He reads on a newspaper [I6] that the government wants to raise the taxation of savings. He looks for informations on the corporate website [A7] but he can’t find any in-depth content. Afterwards he calls the contact center [M4] and he’s reassured by the operator that nothing is going to change about his savings. After two days he’s still in doubt and writes an email [B4] but he doesn’t receive a rapid answer so after a while he sends a fake user feedback [B2] full of taxation questions. The feedback is added to the outboud cue and Frank is called by the contact center [M4] in order to arrange an appointment at the nearest territorial retail office [N7] (face by face trust building).

M4 B4

No trust

B2 M4 N7

2012/219

che mi porto a casa?so what?


a tool for change management

• identificare entry point ed exit point

• assegnare a ciascun punto un segno emozionale

dell’esperienza (iniziale e/o finale) (+/- 2)

• ripensare la propria strategia di presenza digitale:

inventare nuovi touchpoints, potenziare alcuni e

depotenziare altri


Export dello storygraph


http://localhost/storygraph/

“

”Paul Auster

Stories only happen to those who are able to tell them.

Raffaele Boiano

Grazie!@rainwiz

Thanks to: !Gianluca Brugnoli Andy Polaine Adaptive Path Steve PortigalMarcio LeibovitchPinterest (multi channel UX)

[email protected]

http://www.pinterest.com/wgauss/multi-cross-channel-ux/

mailto:[email protected]

Technology

The storygraph