Storytelling For User Experience Crafting Stories For Better Design 1st Edition Whitney Quesenbery Available Instanly
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Storytelling for User Experience Crafting Stories for Better
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Whitney Quesenbery
Kevin Brooks
Rosenfeld Media
Brooklyn, New York
i
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Table of Contents
How to Use This Book xiv
Frequently Asked Questions xviii
Foreword xxiv
Chapter 1
Why Stories? 1
What is a story? 6
There 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
Learn to be a good listener 69
Teach your team to listen 72
ii
Table of Contents
Table of Contents
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
Acknowledge 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
The best stories come from being there 121
Other sources of stories are all around you 123
iii
Table of Contents
Table of Contents
Listen for stories 127
Get groups to tell stories to each other 131
Explore memorable incidents 134
You can observe stories, too 136
Tips 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: The 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 Contents
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
Turn user stories into “instant” usability tasks 234
Turning tasks into stories 236
Collecting stories just in time for usability testing 237
Using stories for reviews 238
Collecting stories during a usability test 240
More reading 243
Summary 244
Chapter 10
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 11
Crafting a Story 275
What do we mean by “craft”? 277
Stories get better with practice 279
v
Table of Contents
Table of Contents
Sometimes stories fail 281
Think carefully about your goals 283
Summary 285
Chapter 12
Considering the Audience 286
The 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
The 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 13
Combining the Ingredients
of a Story 326
Perspective 328
Characters 345
Context 354
Imagery 365
Language of the story 371
vi
Table of Contents
Table of Contents
Putting the ingredients together 373
Summary 375
Chapter 14
Developing Structure and Plot 376
Story structures are patterns 378
Story structure 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 15
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 Contents
Chapter 16
Try Something New 498
Index 510
Acknowledgments 528
About the Authors 532
Contributors 538
viii
Table of Contents
List of Stories
Stories help us see the user experience more clearly 3
A story from a persona: Barbara—
The “Designated Searcher” 9
A point-of-pain story 10
A story to launch a design discussion 12
Really interactive television 15
A prescriptive story 16
The 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
Train doors open from the inside, right? 140
They meant what they said 142
People may have reasons that are not obvious 145
ix
List of Stories
List of Stories
Seeing it in context changes the answer 149
Pulling bits of information together 174
Golden pages 177
Purple Buildings 188
Even engineering PhDs can play games 195
Different work styles need different story styles 203
A generative story 205
Flow Interactive scenarios invent a design 212
A standard built from stories 218
Connectivity and intelligence:
Mobile shopping carts 221
“Just-in-time” stories 237
They use it where? 240
Two research events in one session 241
Listening while you tell a story 250
Doing the right thing, not just saying it 255
Framing a new idea with a story 260
Parking technology 261
Small steps and giant leaps 267
Creating a shared story 271
Even clowns work at crafting their story 280
The story that failed 282
Translating tasks into “medical speak” 294
Seeing the business from their point of view 299
“But an ELAM 251 had pale green paint!” 307
Learning from a tough room 313
Stories as a new approach 316
Accessibility to the Face 318
Home Safely 320
Waiting for the Bus 336
x
List of Stories
List of Stories
Telling the story of how I got there 337
Missing the meeting 340
The lion’s story 344
Mi casa es su casa 356
Dialing the phone 364
They don’t leave one of their own behind 367
Widgets for prosperity 389
Widgets (retold) 390
Waiting for the bus (retold) 393
A lawyer in Japan 398
The mechanics of writing 401
Riding my bike 403
Shopping 404
The Camaro in my mind 405
Texting 407
Layers of search 408
The hi-fi 412
Diving booties 417
Diving booties (retold) 419
Mobile crowds 421
Surfing the audience 434
A story can give you time 436
Oral storytelling is rich, linear, and synchronous 438
More than surfing the audience 444
Start by having fun 451
Storyboards provide explicit detail 464
A presentation is a story in three acts 487
The Power of Storytelling 504
xi
List of Stories
Storytelling for User Experience:
Crafting Stories for Better Design
By Whitney Quesenbery and Kevin Brooks
xiii
Dedication
How to Use This Book
Who Should Read This Book?
This book is for any user experience
practitioner or, really, anyone who designs,
whether you are taking your first steps in the
field or looking for ways to improve a long
practice. If you are curious about storytelling
as part of user experience design, we hope this
book will give you a nudge to try it out. We’ve
tried to cover the big points, but also to include
practical ideas for using stories to enrich your
practice and improve your work.
The stories in this book are real stories from
real projects, as well as some examples created
just for the book. Some are more polished;
some are more ad-hoc and raw. There is not
one style for the stories. We hope the range
in this book will help you find your own
storytelling voice.
If you are already a storyteller, this book
can show you some new ways to use your
storytelling skills.
xiv
How to Use This Book
How to Use This Book
As we worked on this project, we heard from
many people in user experience who were
thinking about stories. You will find many of
their stories throughout the book as well.
If you…
• need to share research and design insights
in a compelling and effective way
• struggle to communicate the meaning of a
large body of data in a way that everyone
just “gets”
• want to explore a new, innovative idea, and
imagine its future
…then this book can help you, by showing you
how and when to choose, create, and use stories.
xv
How to Use This Book
How to Use This Book
a chapter on some of the ethical issues you
should consider when you are using stories
based on real people.
Section Two. The middle section is an
overview of the user experience process,
looking at how stories can be a part of all stages
of work, from user research to evaluation,
including plenty of practical tips and examples.
Section Three. The last six chapters dive
into the craft of creating and using stories,
looking at how to address the right audience
with the right story, the “ingredients” of a story
(perspective, character, context, imagery, and
language), the framework of structure and plot,
and the different mediums you can use in the
process of crafting effective stories.
xvi
How to Use This Book
How to Use This Book
about stories. You can also find a calendar
of our workshops, talks about storytelling
and storytelling performances, and a place
to engage others in conversation. We’ve also
made the book’s Story Triangle diagrams and
other illustrations available under a Creative
Commons license for you to download and
include in your own presentations. You can
find these on Flickr at www.flickr.com/
photos/rosenfeldmedia/sets/, or you can just
double-click the pushpin next to the image to see
them in high resolution.
xvii
How to Use This Book
Frequently
Asked Questions
Why stories in user experience design?
Stories have always been part of user
experience design as scenarios, storyboard,
flow charts, personas, and every other
technique that we use to communicate how
(and why) a new design will work. As a part of
user experience design, stories serve to ground
the work in a real context by connecting design
ideas to the people who will use the product.
This book starts with a look at how and why
stories are so effective. See Chapters 1 and 2.
xviii
Frequently Asked Questions
Frequently
Asked Questions
point you are in your current projects.
See Chapters 5–10.
xix
Frequently Asked Questions
Frequently
Asked Questions
inspiration. Your storytelling will improve with
each telling opportunity. See Chapter 2.
xx
Frequently Asked Questions
Frequently
Asked Questions
Is it OK to use other people’s stories?
When we do user research, one of our goals
is to bring back a useful picture of the people
we design for. Telling their stories is one way
to share what you have learned. But you have
to remember that they are human beings who
must be treated ethically. See Chapters 4 and 6.
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