Crafting the Experience: Mapping the Story to Get from Ideas to Output

STORYMAPPINGTHE EXPERIENCEDONNA LICHAW GREATNORTHELECTRIC.COM @DLICHAW

LIS HUBERT ELISABETHHUBERT.COM @LISHUBERT

TODAY’S AGENDA

Why story? How stories work Developing your stories Applying stories Rules of thumb

INTRODUCTIONSWho you are What you do Why you are in this workshop

http://www.denofgeek.com/tv/breaking-bad/27141/see-inside-the-breaking-bad-writers-room

MAKE THINGS GO

BOOM

HOW STORY WORKS

Beginning Middle End

Hero Goal

Exposition

Inciting Incident or Problem

Hero Goal

Exposition

Rising A

ction

Inciting Incident or Problem

Hero Goal

Exposition

Rising A

ction

Inciting Incident or Problem

Hero Goal

Exposition

Crisis

Climax or Resolution

Rising A

ction

Inciting Incident or Problem

Hero Goal

Exposition

Crisis

Falling Action

Climax or Resolution

Rising A

ction

Inciting Incident or Problem

Hero Goal

Exposition

Crisis

Denouement

End

Falling Action

Climax or Resolution

Rising A

ction

Inciting Incident or Problem

Hero Goal

Exposition

Crisis

Denouement

3 STORIES

CONCEPT STORIES ORIGIN STORIES USAGE STORIES

CONCEPT STORIES ORIGIN STORIES USAGE STORIES

http://answers.oreilly.com/topic/1864-gamestorming-elevator-pitch/

Goal MetWho Goal

Value & Competitive advantage

Problem

Product

Name

Market

Catego

ry

TakeawayCompetition

CommunicateCommunicate

The best way to communicateWorks like magic

3-in-1

Smartphones Suck

iPhone

Smartph

one

WantDon’t want Usability iPod Phone

CONCEPT STORIES Who a product is for Why someone would use it What a product is How it’s better than the competition

ORIGIN STORIES USAGE STORIES

CONCEPT STORIES Who a product is for Why someone would use it What a product is How it’s better than the competition

ORIGIN STORIES USAGE STORIES

} Target market Problem space Product definition Value proposition/Competitive advantage

CONCEPT STORIES ORIGIN STORIES USAGE STORIES

Goal metWho Goal

Why they should careproblem solved

ProblemTriggerPainpoint

Discover p

roduct

Action

Word of mouth Paid advertising Google search App store Other channels/touchpoints

Acquisition Activation Conversion Awareness

Measureable

Homepage Landing page App store Email Ad

}

Resistance

Collect & ShareCollect imagesShare images

Visual collecting & sharing!

It’s a pain

Discover P

interest

Sign upHomepage Landing page App store Email Ad

Eh

CONCEPT STORIES ORIGIN STORIESWho a product is for Why someone would want to use it How they will discover the product What value/affordances someone should see What action(s) they should take

CONCEPT STORIES ORIGIN STORIESWho a product is for Why someone would want to use it How they will discover the product What value/affordances someone should see What action(s) they should take

}Target market Problem space Acquisition funnels, Mktg, SEO Requirements, Copy, Assets CTA(s)

Sign up

Collect and share something

Sign up

Collect and share something

CONCEPT STORIES ORIGIN STORIES USAGE STORIES

Goal MetWho Goal

Solve ProblemExperience Value

ProblemIncentiveCTA

FlowFinishFlow

Impediment

Sign up Payment Funnel drop-off (metrics) Mental hurdles Boredom Lack of value Usability

Inciting Incident

Rising Action

Rising Action

Rising Action

Crisis

Climax

Falling Action

End

Home In the KnowWant To Be In the Know

Access + MembershipFriends Are Here?

Sign up

Onboard

ing Flow Finish

FlowBoredom Lack of value

MICRO-STORIES AND HABIT LOOPS

Hours 1 2 3 4 5 6 ∞ Days Months Years

LONG-TERM ENGAGEMENT

EXERCISE

Goal MetWho / Goal

Value & Competitive advantage

Problem

Product

Name

Market

Catego

ry

TakeawayCompetition

GREATNORTHELECTRIC.COM

} Concept Story

EXERCISE } Usage Story

Goal MetWho Goal

Solve ProblemExperience Value

ProblemIncentiveCTA

FlowFinishFlow

Impediment

Sign up Payment Funnel drop-off (metrics) Mental hurdles Boredom Lack of value Usability

SUPPORTING YOUR STORY

EXERCISE

SUPPORT YOUR STORY

NOW WHAT?

AGENDA

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AGENDA

‣ Insert Chapter Titles

56

AGENDA

‣ Insert Chapter Titles

57

AGENDA

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58

AND…?

Meet User Expectations

Make Community more engaging

Enhance Competition

Enhance Identity & Personalize Content

Meet Athlete Needs

Push Content

Fanlime 1.3 Overview - Priority 1 and 1 (e) Items

RULES OF THUMBStories are character-driven

Characters are goal-driven

Conflict is key

Goals are measurable

Goals can change

WHAT IS THE STORY?

THANK YOU.

DONNA LICHAW GREATNORTHELECTRIC.COM

@DLICHAW

LIS HUBERT

ELISABETHHUBERT.COM

@LISHUBERT