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.

1. Narrative As Prototype
Izac Ross | March 17, 2015

2. @zaic

3. The Valley has a
problem....

4. too much focus on
technology & validate
with leading questions

5. instead let's tell
stories...

6. to validate value

7. not pixels

8. without...

9. jumping
to pixels

10. or jumping
to code

11. Stories are
cheap and quick
to make

12. Stories are
culture...

13. Walter Fisher &
The Narrative Paradigm

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

16. We evaluate stories
through...

17. Test 1:
Narrative Coherence
Does the story hold
together and make
sense in our world?

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?

19. Test 2:
Narrative Fidelity
Does the story fit our
concept of the world?

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?

21. …thus we are great
bullshit detectors

22. If the story of your
product or service
does not resonate...

23. …why would
people use it?

24. What are the
elements of stories...

25. Story
Terminology
Characters
Settings
Plot
Conflict
Resolution
Props
Activities
Interaction
Terminology
Personas
Contexts
Flow/Sequence
Problem/painpoint
Solution
Interfaces
Tasks

26. Narrative Frameworks

28. Hero’s
Journey

29. User’s
Hero
Journey

30. 3 Ways of telling...
Written Scenarios
Bodystorming
Experience Prototypes

31. Scenarios

32. Need a framework

33. See, Think, Do

34. Body Storming

36. Act out the
interface too...
Don’t forget to act
out the interfaces

37. Experience Prototypes

38. Combine the learning
from both Scenarios
and Bodystorming

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

41. Go forth
and create stories!

42. …and test their
value with users

43. Thanks!
@zaic

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