This talk looks at how you can use storytelling in your communication to your team, colleagues and clients to explain, inspire, motivate and persuade your audience. The examples are based in the world of UX Design but the general themes are applicable to anyone who just needs to get their ideas across.

4. Communicate?
Engage?
Persuade?
Failure to…

6. Why use storytelling?
Stories make ideas sticky.

7. EleMENTS of a good
story
Image: Philip Lawson 2011

8. The Hero

9. Situation

10. Conflict

11. Climax

12. Resolution

13. Executed Movement Imagined Movement

14. SocialTimes

15. Kathryn Parkes
UX Sofia 2014
TED: Mary Lou Jepsen: Could future devices read images from our brains?

16. Classic Storyline

19. Classic Storyline

20. Personas?

21. Characters
Your story characters shouldn’t be static - take them out
for a bit of exercise and see how they behave.

22. The Cast
The Storyline
Scenarios

24. Explain
Inspire
Motivate
Persuade

25. Daddyo Story
Who is the user? Where is their pain? What are their needs?
Future without
our solution
Future with
our solution

26. iQ Content

29. “Design is really an act of communication, which
means having a deep understanding of the person
with whom the designer is communicating.”
!
Don Norman

30. How do you want
to make your
audience feel?

31. Explain
Inspire
Motivate
Persuade

33. Product
Managers?
Senior
Managers? Dev team?
Clients?

34. Your job as a UX Professional
Find the happy marriage between user needs and business goals.

35. Adapt

37. Fast, Simple, Clear
The simpler a story the more likely it is to stick.

38. Leave room for the imagination
The human brain has an amazing ability to fill in the gaps.

39. http://xkcd.com/1354/
Heartbleed Explanation

41. Show your work…early

42. Storytelling Hackathon - Popathon - Darklight Festival

44. Be willing to share ownership
!
Collaboration

45. Practice

47. Storytelling

48. Verbal/Visual
‘It’s all in
the
telling.’
‘My work
speaks for
itself.’

49. Extract from Scott McCloud - Understanding Comics

50. Building Stories - Chris Ware

51. Experience Maps
http://bridgeable.com/dog-sledding-experience-design/

52. Experience Maps
Adaptive Path

53. User Journey Maps

55. Google Maps

58. You

60. The loudest voice in the room
doesn’t always have the best idea

61. What makes a good UX Designer?

62. Quiet: The Power of Introverts in a World That Can't Stop Talking - Susan Cain

66. Begin with the end in mind

68. A Twist

69. The End
kathryn.parkes@gmail.com
@kathrynparkes