Why Is Storytelling Important?

Making content personally relevant creates empathy.

Empathy gives us a far greater opportunity for impact and influence.

Humans are hardwired to tell stories.

Connecting with another person through the emotional impact of storytelling is how we learn and remember.

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Step 1

Agree On A Project Scope

Define who you are designing your solution for, what business need is your project addressing, and most importantly: "what is your unique value proposition?" The entire team will have a clear understanding of:

  1. Overall goal
  2. Project scope
  3. The audience
  4. The team
  5. Deliverables

Step 2

Interview Your Users

An interview script helps ensure the research session covers all the topics in an order that provides the team with the most valuable and unbiased information. An interview script usually includes:

  1. Introduction and context setting
  2. Background questions
  3. High-level questions
  4. Detailed questions / scenario validation
  5. Thank you

Step 3

Distill Your Findings

After your user interviews, you will have collected a lot of data. Storytelling is a powerful tool for sharing your findings. It will refresh your memory, bring all project team members up to speed and provide insights from your research.

  1. Share your findings with your team
  2. Highlight the main points from your interviews
  3. Group your findings into clusters
  4. Select the clusters you want to work with

Step 4

Reframe Your Problem Statement

A reframed problem statement is a better defined and clearer version of the initial statement outlined in your project goal. This is a key step to make sure you're solving the right problem, and reframing it clearly will limit wasted project time. Ask yourselves these questions:

  1. What is the goal of your project?
  2. What problem are we trying to solve?
  3. What questions are we trying to answer?
  4. What are our assumptions?
  5. What is the context?

Step 5

Create A Persona

Personas are created to represent the specific types of users that emerged during user research. A persona is an imaginary person that helps you build empathy while answering questions like, "Does this feature solve our persona’s problem?"

  1. Create the basic information categories, eg: job title, responsibilities, needs, pain points
  2. Place the relevant user characteristics in the respective categories
  3. Discuss and decide what user needs and pain points to address

Step 6

Define Points Of View

Once you've created your persona, you may have found a long list of needs. If you design for all those needs, you'll end up with an overly complicated solution! We recommend you focus and address each separately, by creating a Point of View (POV) for each important need of the persona.

  1. Write down the user and her/his need
  2. Write the insights associated with each need
  3. Focus on the stories - avoid making assumptions
  4. Use empathetic language

Step 7

Create Use Cases

Defining use cases helps identify the features your solution must include and explains how the system should react to the different user's actions. It helps you also to think about what could go wrong, and how to mitigate issues.

  1. Identify the high priority use case you're going to create
  2. Use a sequence of action steps
  3. Show the process moving forward
  4. Point out interactions between a user and technology

Step 8

Brainstorm Solutions

Brainstorming will help you generate multiple ideas to address the need using the collective wisdom of your team. Before you start, think about How Might We (HMW) questions and remember the Brainstorming Rules:

  • Defer judgement
  • Encourage wild ideas
  • Be visual
  • Focus on the problem
  • One conversation at a time

Step 9

Create A Storyboard

This step helps us empathise with users so we can design a better and more fitting solution.

  1. Begin with persona's pain points, needs, motivations
  2. Identify triggers in the environment
  3. Note opportunities for solutions throughout the storyboard
  4. Outline the user's experience as they use your new product
  5. The user's journey should end with a successful result

Step 10

Sketch A Prototype From Artifacts

Use the existing Jam widgets and content artifacts to sketch out potential screens of the application.

  • Choose different layouts to display your prototype on a computer, a phone, or a tablet
  • Create a lot of different actions linked to a hotspot zone
  • Experiment with different page layouts

Step 11

Create A Wireframe

Wireframes explain both the general structure of the UI, and its intended behaviors, and are meant to help answer the following questions:

  • What is the overall framework, structure, and flow of the design?
  • What content will be displayed?
  • How is it organised?
  • What are the features?
  • How does the interface work, and how do users interact with it?

Step 12

Test Your Prototype

This one step can save you a lot of valuable resources; you will be able to catch issues that make it difficult for your users to achieve their goals.

  • What do you want to find out?
  • How will you test?
  • Who should you test?

Step 13

User Story Mapping

The User Story Mapping method helps you to start the implementation phase with a clear and prioritised backlog, matching as closely as possible to your user’s needs.

  1. On the vertical axis of the map, list your personas using one sticky note colour per persona
  2. On the horizontal axis of the map, describe the end-to-end steps of the usage sequence of the product
  3. Breakdown each activity you identified previously in User Stories
  4. Look for patterns and cluster activities

Step 14

Conduct A Usability Test

A Usability Test can be performed anytime you have an example of your design (lo-fi sketch to working prototype) which users can interact with, and provide feedback about their overall satisfaction with the experience. The term “usability” in the design sense, refers to:

  1. Effectiveness – does the design produce the intended result?
  2. Efficiency – can tasks be completed with minimal effort and time?
  3. Satisfying – do people enjoy using the design?