As more and more of the experiences we craft are services that unfold over time — written, dramatic, and visual storytelling become the perfect early prototype. Designers can take advantage of the Narrative Paradigm, which states that all humans are natural storytellers and evaluators. Narratives are cheap and quick to make and evaluate. In this talk we will explore several narrative tools and when and how to use them in the design process.
14. Logical rationale Narrative rationale
– People are essentially rational – People are essentially storytellers
– Decide based on rationality – Decisions on the basis of good
reason
– Situation determines the course of
our argument
– Hist., bibliography, culture, &
character determine good reasons
– Rational = how much we know and
how well we argue
– Narrative rationality determined by
coherence and fidelity of our stories
– World = set of logical puzzles that
can solve through rational analysis
– The world = set of stories from
which we choose
15. Logical rationale Narrative rationale
– People are essentially rational – People are essentially storytellers
– Decide based on rationality – Decisions on the basis of good
reason
– Situation determines the course of
our argument
– Hist., bibliography, culture, &
character determine good reasons
– Rational = how much we know and
how well we argue
– Narrative rationality determined by
coherence and fidelity of our stories
– World = set of logical puzzles that
can solve through rational analysis
– The world = set of stories from
which we choose
18. Narrative Coherence: Questions
- How probable does it seem?
- Are important details included?
- How does it compare with other stories?
- Do characters behave/think consistently?
20. Narrative Fidelity Questions
- Does it ring true to experience?
- Does it provide good reason to change
to guide product decisions?
- Does the story seem valuable?
40. The
A/V/I
Script
Video Interface Audio
Camera pans to Sidney
Walking on screen,
holding her iPhone.
Phone vibrates and
lights up with message.
(Whirling of the
suitcase behind her
her)
Camera zooms in on
iPhone as it is being
set down by Sidney on
the hotel desk.
Her Reservation is up
on screen, including
the key and room
number.
Receptionist says you
can find anything you
need through the Virgin
Hotels app, including
ordering drinks and
unlocking your room.
Receptionist points to
her phone and explains
the amenities using the
the phone.
The iphone screen
changes to show the
list of amenities.
Let me show you. Here
is where you will find
the pool and how to
order drinks.
Sidney walks away with
the phone in her hand,
tracking her to the
elevator.
iPhone glows with key
card.
Music in the lobby
Sidney walks up to her Door knob unlocks and click of the lock and
44. References
- Narrative Paradigm - wikipedia
- The Hero's Journey: The World of Joseph Campbell (film)
- Storytelling and Interaction Design - Dave Malouf
Additional reading
– Scenarios section (pg 101-109) of About Face 4
– Story Maps
– Bodystorming, Getting the Awkward Out Early
– Neck Down Designing: Service Design + Bodystorming