Product design through stories

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Product design through stories Tammie Lister : @karmatosed

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Tea pigs

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“We are, as a species, addicted to story.   Even when the body goes to sleep, the mind stays up all night, telling itself stories. “    — John Gottschall

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The structure of a story

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Märchen:   “fairy tales”, take place in once-upon-a-time

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Sagen:   “legends”, supposed to have actually happened

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A product’s stories

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airbnb.com/stories

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everlane.com

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mattandnat.com

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eu.patagonia.com/gb/en/worn-wear.html

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monzo.com

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“Years ago, my friend Betty woke me at 1:30am – the ﬁrst night she had a new MacBook Pro. “It’s breathing! It’s breathing!,” she exclaimed. Betty had just put the computer to sleep for the ﬁrst time, and the pulsating snooze indicator had her feeling that she not only had a new computer, but also a new friend.” mindtheproduct.com/2016/09/the-importance-of-passionate-stories-to-product-design

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Discovering stories

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Short stories: surveys*, testimonials, reviews, support tales, social media *well not all…..

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Long stories: interviews, observations, diary studies…

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Keeping stories

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Telling stories

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Stories: Keep focus on users.

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Stories: Enable collaboration.

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Stories: Fuel creativity.

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Stories: Unite.

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“When we read a story, not only do the language parts of our brains light up, but any other part of the brain that we would use if we were actually experiencing what we’re reading about becomes activated as well.”   ~Rachel Gillett

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donnalichaw.com/toolkit

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donnalichaw.com/toolkit

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Experience: Creating the visual story is crucial to recall.

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Report: If it happened, report it.

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Archive: If it happened, if it was reported, archive it.

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Review: Change happens and your stories change.

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Creating stories

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“The details are not the details. They make the design” - Charles Eames

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teapings.co.uk

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Start with stories

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Thanks, questions Tammie Lister : @karmatosed Slides: speakerdeck.com/tammielis/product-design-through-stories ?