The art and science of storytelling ux super powers (slideshare)
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The document discusses the power of storytelling for user researchers. It notes that an emotional customer story told through a narrative is more persuasive than slides of data. Our brains are wired to understand life experiences as stories and stories help with empathy. Effective stories incorporate characters, plot arcs, language tools, and are best shared face-to-face to spread ideas and emotions. The conclusion emphasizes that stories give energy to act and help people understand what matters in the world.
The art and science of storytelling ux super powers (slideshare)
- 1. @laura_yarrow laurayarrow@experienceux.co.uk Super powers for user researchers The Art and Science of Storytelling
- 3. “One emotional and vivid customer story is far more persuasive than a data dump in 85 power point slides” - Carmine Gallo
- 4. Let me tell you a story
- 5. Delinquency Chart NaughtinessPercentage 0 25 50 75 100 Age 0 1 2 3 4 5 6 7 8 9 10 11 12 13 Set fire to garden & danced around it Censored Set fire to curtains Lost parents a house sale Graffiti all walls Caught charging entry to my room Set fire to bedroom carpet Censored Censored Shredded parents books Dialled 999 and called out police Banned from toddler group
- 6. 1988
- 10. The same story as a flowchart isn’t quite as effective… Get onto the bed Start bouncing Are mum and dad listening? Wait a bit longer
- 11. User research is full of rich & engaging stories
- 12. Photo credit: Kyle Mijlof
- 13. Photo credit: Unchartered Africa
- 14. Our brains have evolved to respond to stories
- 16. We understand and interpret life experiences as ongoing narratives Narrative Paradigm in Communication Theory, formalised by Dr Walter Fisher
- 17. Stories help us empathise with one another
- 18. Uri Hassan , Princeton University researcher “This is your brain on communication” (TED 2016) Alignment and neural coupling
- 19. Brain activity during rest vs storytelling Uri Hassan - This is your brain on communication (TED 2016) Rest Storytelling
- 20. Metaphor and analogy increased neural coupling ‘Neurocomic,’ - Hana Roš and Dr. Matteo Farinella
- 21. “a story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience” Uri Hassan, Princeton University Stephens GJ, Silbert LJ, Hasson U. Speaker-listener neural coupling underlies successful communication. Proc Natl Acad Sci U S A. 2010 Aug 10;107(32):14425-30.
- 24. Visual cortex and the Picture Superiority Effect
- 25. Let’s do this now
- 26. “By simply telling a story, the woman could plant ideas, thoughts and emotions into the listeners' brains” Joshua Gowin, Psychology Today
- 27. Create a ripple effect with stories Hey Bob, you’ll never guess what one of our users Dorothy has to do to get our product to work, let me tell you…
- 28. How can storytelling be used to communicate and create experiences?
- 29. Find themes
- 31. Create story ‘beats’ on post it notes
- 32. Meet Marlin and Coral, and their eggs Family and eggs attacked by barracuda Coral and all eggs but one eaten Marlin names the last egg Nemo…
- 33. Dramatic arc and user journeys
- 37. Use the right language tools
- 38. Present your story visually, or in situ
- 39. Tell your story face to face
- 40. Passionate stories cause mood contagion
- 41. Emma’s Story
- 44. “A great storyteller helps people figure out not only what matters in the world, but also why it matters”. Maria Popova
- 45. “Stories give people the energy to act” Chip and Dan Heath