Presentation for SuperNova South '15 ---- Crafting a structurally sound narrative is key in product development because humans experience everything as if it was a story. Learn how storytelling principals can be applied to your product development process.

1. VINCE BASKERVILLE
UX DIRECTOR, @CALLRAIL
WHY YOU SHOULD
BE TELLING STORIES

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The Goal of you telling stories is to convince
yourself and others that this information is
worthwhile to remember.

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Telling Stories:
‣ helps put a ‘face’ on data
‣ helps paint in missing details from research,
sketches, prototypes
‣ helps encourage collaboration & innovation

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Stories can illustrate problems & pain points
that wasn’t discovered by focusing on
specific feature functionality.

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IT’S ALREADY APART OF OUR PROCESS

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We all tell stories… you just may not know
how to use them effectively in your work

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Storytelling prep isn’t just for main stage
presentations

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EVERY PRODUCT STARTS WITH A
GREAT STORY

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It’s because we tend to focus on the how,
and what of a product, letting why get
pushed aside.

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If I had one hour to save
the world, I would
spend 45 minutes
defining the problem
and only 5 minutes
finding the solution.
- Einstein

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Story Structure

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If you want to build a product that’s relevant
to people, you need to put yourself in their
shoes. You need to write the story from their
side.
- Jack Dorsey

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Providing context forces us to zoom out from
a moment in time or specific functionality so
we can understand someone’s greater
experience.

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Next Conflict… what’s the problem your
character / persona / vertical is hoping you
solve?

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Finally, Resolution..

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Hopefully you know that answer… O_o
… or you have a different problem

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28. Q&A
STAY
CLASSY