Storytelling for User Experience

Storytelling for User Experience


569 Pages


We all tell stories. It's one of the most natural ways to share information, as old as the human race. This book is not about a new technique, but how to use something we already know in a new way. Stories help us gather and communicate user research, put a human face on analytic data, communicate design ideas, encourage collaboration and innovation, and create a sense of shared history and purpose. This book looks across the full spectrum of user experience design to discover when and how to use stories to improve our products. Whether you are a researcher, designer, analyst or manager, you will find ideas and techniques you can put to use in your practice.



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Published 01 April 2010
Reads 3
EAN13 9781457102226
Language English
Document size 32 MB

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Storytelling for USer experience crafting StorieS for Better DeSign Whitney Quesenbery Kevin Brooks r osenfeld Media Brooklyn, new y ork i Enter code STDE for 15% off any Rosenfeld Media product directly purchased from our site: taBle of c ontent S How to Use This Book xiv Frequently Asked Questions xviii Foreword xxiv ChapTER 1 Why Stories? 1 What is a story? 6 t here are many types of stories in Ux design 8 More work? not really! 18 More reading 20 Summary 21 ChapTER 2 How UX Stories Work 22 Stories are more than just narrative 27 Stories have many roles in user experience design 36 Maybe you’re not convinced 49 Summary 52 ChapTER 3 Stories Start with Listening (and Observing) 53 Ux design requires good listening skills 56 listening and observing leads to better understanding 60 Being listened to is addictive 67 l earn to be a good listener 69 teach your team to listen 72 ii table of contents taBle of c ontent S More reading 75 Summary 77 ChapTER 4 The Ethics of Stories 78 good research ethics—good storytelling 80 professional societies give us relevant ethics for stories 82 a cknowledge your own influence 84 tell the story accurately 86 Keep the story authentic 90 end the story well 92 More reading 94 Summary 95 ChapTER 5 Stories as Part of a UX Process 96 Ux is a cross-disciplinary practice 101 Using stories in user experience design is not a new idea 102 Stories can be part of many Ux activities 107 More reading 115 Summary 116 ChapTER 6 Collecting Stories (as Part of Research) 117 t he best stories come from being there 121 other sources of stories are all around you 123 iii table of contents taBle of c ontent S listen for stories 127 get groups to tell stories to each other 131 explore memorable incidents 134 you can observe stories, too 136 t ips for collecting stories 143 Write stories into your notes 155 More reading 164 Summary 165 ChapTER 7 Selecting Stories (as Part of Analysis) 166 your first audience: yourself 167 What are you looking for? 171 finding the stories 173 finding stories in data 177 Building stories into personas 179 Summary 184 ChapTER 8 Using Stories for Design Ideas 185 Stories evolve through the design process 192 Brainstorming for new stories: generative stories 194 Brainstorming helper: t he storytelling game 197 Developing user research stories: generative stories (again) 207 incorporating your user research into the brainstorming game 209 Moving from brainstorming to concept: expressive stories 212 iv table of contents taBle of c ontent S Stories that document design: prescriptive stories 217 Stories can be part of the brand story 224 More reading 227 Summary 229 ChapTER 9 Evaluating with Stories 230 Using stories to create usability tasks 232 t urn user stories into “instant” usability tasks 234 t urning tasks into stories 236 c ollecting stories just in time for usability testing 237 Using stories for reviews 238 c ollecting stories during a usability test 240 More reading 243 Summary 244 ChapTER 1 0 Sharing Stories (Managing Up and Across) 245 Don’t worry—everyone is a storyteller 247 Help the audience build the story you tell 248 if you don’t know your audience well, try listening 249 a few audiences you may meet 251 More reading 273 Summary 274 ChapTER 1 1 Crafting a Story 275 What do we mean by “craft”? 277 Stories get better with practice 279 v table of contents taBle of c ontent S Sometimes stories fail 281 t hink carefully about your goals 283 Summary 285 ChapTER 1 2 Considering the Audience 286 t he relationship between the audience and the story 288 Details from user research help ground stories 296 What if they think they know, but they don’t? 298 Mirror stories are stories about ourselves 301 t he relationship between you and the audience 304 How much are you like the audience? 306 is your relationship to the story the same as the audience’s? 308 Do you bring different pieces of the puzzle? 310 Help them get from here to there 312 Use stories to advocate 316 Bring them home safely 320 More reading 324 Summary 325 ChapTER 1 3 Combining the Ingredients of a Story 326 perspective 328 characters 345 c ontext 354 imagery 365 language of the story 371 vi table of contents taBle of c ontent S putting the ingredients together 373 Summary 375 ChapTER 1 4 Developing Structure and Plot 376 Story structures are patterns 378 Story se helps the audience, the author, and the story 383 Useful story structures for Ux stories 386 Using plot 414 choosing a story structure and plot 424 Stories are more than the sum of their parts 425 More reading 427 Summary 428 ChapTER 1 5 Ways to Tell Stories 430 telling oral stories 432 Written stories 452 Visual stories 458 Multimedia, video, or animated stories 471 putting stories in your reports 478 Make presentations a story of their own 484 choosing the medium for your story 492 More reading 494 Summary 496 vii table of contents taBle of c ontent S ChapTER 1 6 Try Something New 498 Index 510 Acknowledgments 528 About the Authors 532 Contributors 538 viii table of contents liS t of StorieS Stories help us see the user experience more clearly 3 a story from a persona: Barbara— t he “Designated Searcher” 9 a point-of-pain story 10 a story to launch a design discussion 12 r eally interactive television 15 a prescriptive story 16 t he ant and the grasshopper: two versions of the same story 30 Kevin’s story about tokyo 39 What kinds of stories do you tell? 46 Using analogies to change people’s minds 47 listening can tap into emotions 55 Misunderstandings about the agenda 60 Second thoughts can be deeper 62 We forget to mention everyday facts 64 When actions contradict words 64 listening is the key to selling 73 a story can deliver good news…and bad news 86 cleaning up spoken language for written presentation 91 Meeting real customers leads to a whole new way of talking 118 Which remote controller is more fun? 122 Sometimes you learn more than you expect 133 life and death—an incident that changed my perspective 134 t rain doors open from the inside, right? 140 t hey meant what they said 142 people may have reasons that are not obvious 145 ix list of Stories