DESIGNING MEANINGFUL USER JOURNEYS A NARRATIVE APPROACH TO MEETING NEEDS MATT EDWARDS CONFAB INTENSIVE ‘16 @ASTRONAUTPNGUIN http://bit.ly/2d7JmyU
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DESIGNING MEANINGFUL USER JOURNEYS
A NARRATIVE APPROACH TO MEETING NEEDS
MATT EDWARDS CONFAB INTENSIVE ‘16 @ASTRONAUTPNGUIN
http://bit.ly/2d7JmyU
AGENDAINTRODUCTION
LEARNING NARRATIVE
EXERCISE ONE
STORY CIRCLE
EXERCISE TWO
BREAK
APPLYING NARRATIVE
EXERCISE THREE
DISCUSSION/Q&A
9:00 AM
9:05 AM
9:30 AM
10:00 AM
10: 20 AM
10:50 AM
11:00 AM
11:15 AM
11:45 AM
WHO’S “SPUN OUT” AT THE START OF A PROJECT?
USER TYPES MOTIVATIONS
TOOLS COMMON BARRIERS
SUCCESS STATES
WE’RE NOT THE ONLY ONES.
TURNS OUT IT’S PRETTY COMMON!
GOOD COMPANY.
BRING IT BACK TO HISTORICAL CONTEXT
CAMPBELL, VOGLER
JOSEPH CAMPBELL
CHRISTOPHER VOGLER
BREAKDOWN OF HERO’S JOURNEYSO WHAT IS IT?
THE ORDINARY WORLD
(HERO)
THE CALL TO ADVENTURE
(HERALD)
(TRICKSTER)
REFUSAL OF THE CALL
MEETING THE MENTOR
(MENTOR)
(THRESHOLD GUARDIANS ERRY-WHERE)
CROSSING THE THRESHOLD
TESTS, ALLIES, AND ENEMIES
(ALLY)
(SHAPESHIFTER)
THE APPROACH(NOT A MOON)
THE ORDEAL
(THE SHADOW)
THE REWARD(THE TREASURE) (PROBLEMATIC)
(THRESHOLD GUARDIANS)
THE ROAD BACK
(PORKINS)
THE RESURRECTION
RETURN W/ THE ELIXIR
(FORCE = ELIXIR)
EXERCISEBREAK DOWN A POPULAR STORY/MOVIE USING
THE HERO’S JOURNEY.
INTRO TO HARMONBACKGROUND, CHANNEL 101
INTRO TO HARMONBACKGROUND, CHANNEL 101
MN WUD 2014@ASTRONAUTPNGUIN
(#SIXSEASONSANDAMOVIE)
THE STORY CIRCLEWHAT IS IT?
THE STORY CIRCLE1
3
5
7
2
46
8
BREAKDOWN OF STORY CIRCLEJUST A FEW STEPS
1. A CHARACTER IS IN A ZONE OF
COMFORT
2. BUT THEY WANT SOMETHING
3. THEY ENTER AN UNFAMILIAR
SITUATION
4. ADAPT TO IT
5. GET WHAT THEY WANTED
6. PAY A HEAVY PRICE FOR IT
7. THEN RETURN TO THEIR FAMILIAR
SITUATION
8. HAVING CHANGED
THE STORY CIRCLE1
3
5
7
2
46
8
BREAKDOWN OF STORY CIRCLEAND A FEW MORE QUADRANTS
A CHARACTER IS IN A ZONE OF COMFORT
BUT THEY WANT SOMETHING
THEY ENTER AN UNFAMILIAR SITUATION
ADAPT TO IT
GET WHAT THEY WANTED
PAY A HEAVY PRICE FOR IT
THEN RETURN TO THEIR FAMILIAR SITUATION
HAVING CHANGED
WHEN YOU
HAVE A NEED
YOU GO SOMEWHERE
SEARCH FOR IT
FIND IT
TAKE IT
THEN RETURN
HAVING CHANGED
WHEN YOU
HAVE A NEED
YOU GO SOMEWHERE
SEARCH FOR IT
FIND IT
TAKE IT
THEN RETURN
HAVING CHANGED
YOU NEED,
GO SEARCH,
FIND, TAKE,
RETURN CHANGED.
YOU NEED,
GO SEARCH,FIND, TAKE,
RETURN CHANGED
CONSIDER DUALITIES
REFLECTING
ACTING
CONCRETE ABSTRACT
CONSIDER DUALITIES
REFLECTING REFLECTING
ACTING ACTING
ABSTRACT
ABSTRACTCONCRETE
CONCRETE
EXERCISECREATE A NEW STORY IN THE STYLE OF A
MYTH, FABLE, OR FAIRY TALE
BREAKSEE YOU IN 10 MIN!
APPLYING THIS TO USER JOURNEYS
ANALYSIS VS. SYNTHESIS
COMMON LANGUAGEANALYSIS VS. SYNTHESIS
ANALYSIS SYNTHESIS
ANALYSISBREAKING DOWN EXISTING EXPERIENCES INTO
INDIVIDUAL COMPONENTS
ANALYSISIMPORTANT PLAYERS
ANALYSISKEY CHALLENGES
ANALYSISDEFINING SUCCESS/FAILURE
UNDERSTANDING RESEARCH!
UNDERSTANDING RESEARCH!
CHANNEL 2
CHANNEL 3
client
clientclient
SYNTHESISCOMBINING INDIVIDUAL COMPONENTS INTO A
COHESIVE WHOLE
SYNTHESISCREATING NEW EXPERIENCES
SYNTHESISFEEDBACK LOOPS
SYNTHESISMULTIPLE USER TYPES
SYNTHESISINTERSECTING NEEDS
HERO’S JOURNEY VS
STORY CIRCLEADVANTAGES & DISADVANTAGES
DESIGNING A NEW EXPERIENCE!
EXERCISEBREAK DOWN A POPULAR USER EXPERIENCE
USING THE HERO’S JOURNEY.
DESIGN A USER JOURNEY FOR A NEW COMPETITOR TO THE SERVICE YOU ANALYZED.
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