UXA2022 Day 2; Joel Perlgut - The Narrative Design of Everyday Things: Storytelling and Digital Products

In a complex and uncertain world, businesses have focused on the importance of 'telling a good story' to cut through the noise.

But how can designers use storytelling to inform their day-to-day work? Not just when crafting presentations or communicating to clients, but within the DNA of our digital products.

In this talk, we'll take proven narrative structures and apply them to the new world of websites, apps and emerging technologies.

Transcript

1. The Narrative Design of Everyday Things Storytelling and Digital Products
2. Today… 01. Introduction 02. The Narrative Design of… i. Websites & Apps ii. Microsites iii. Megasites iv. Immersive Experiences (AR/VR) 03. Storytelling Principles for Designers
3. Joel Perlgut UX Designer and Content Strategist Avanade, Sydney Studio
5. What does narrative structure look like? Exposition Climax Resolution
6. The Hero’s Journey 5-Act Structure 7-Act Structure The Story Circle The Sparkline
7. The Digital Story Structure Project, Georgia Tech, Prof. Janet Murray, 2018
9. Human’s process their experience as a story
10. User’s don’t care about products or services. They care about how that technology makes them feels.
11. Designers are storytellers But how are we telling those stories?
12. Websites & Apps: The Sparkline The Narrative Design of…
13. The Sparkline: Persuasive Storytelling Duarte Design, 2022
14. The Sparkline: Persuasive Storytelling
15. The Sparkline: Persuasive Storytelling
16. Ebay.com.au How can designers think about persuasive storytelling?
17. The Sparkline: Ebay Experience Eye a zoomer wearing Yeezys Browse for sneakers online Compare prices on Ebay Buy new Reeboks Non-stop rain, buy dehumidifier Rain continues, shoes wet It feels like these sneakers will never dry… The sneakers don’t feel the same Duarte Design, 2022
18. Microsites: The Joke The Narrative Design of…
19. Swords2guns.com
21. What can jokes teach us about design?
22. Jerry Seinfeld's Theory of Jokes 01. Set up 02. Punch line 03. Tag Jerry Seinfeld: How to Write a Joke, New York Times, 2012
23. Guns2Swords.com: Joke Structure 01. Set up: Play on the Bible verse: “Swords to Ploughshares” 02. Punch line: A website that updates this bible verse to the modern era. 03. Tag: A manifesto titled: “are guns a phallic symbol?”
24. ‘Megasites:’ The Story Circle The Narrative Design of…
25. The Endless Scroll… Just One More Click…
26. Dan Harmon’s Story Circle
27. Dan Harmon’s Story Circle Feeling bored Picks up their phone Scroll through the news feed Eventually sharing a meme with a friend The Facebook Feedback Loop They laugh and put down their phone They get a notification
28. Immersive Experiences (AR/VR): The Fractal The Narrative Design of…
29. What can we learn from Immersive Technology? Beat Saber, 2019
30. The Medium is the Message spatial dimension Books Film / TV Websites / Video Games Immersive (AR/VR)
31. A simple story about throwing pokéballs at cute creatures…
32. The Real Story of Pokémon Go…
33. When there is no frame, we look where we please, act on what we are compelled to respond to, and respond to our environment as it, in turn, responds to us.
34. Her, Spike Jonze, 2013 The Immersive World of David O’Reilly Simulation, Instagram filter, 2019
35. Everything, Everywhere, All at Once Everything, 2017
36. Fractal Story Structure Where the fraction, contains the whole
37. Fractal Story Structure Where the fraction, contains the whole
38. Storytelling Principles for Designers The Narrative Design of…
39. 3 Storytelling Principles for UX 01. Different technologies demand different approaches to story 02. Your design’s story is co-created with your user 03. Different stories create different relationships with your user
40. 1. Different technologies demand different approaches to story The Story Circle Megasites linear, repeating The Sparkline Websites Linear, finite The Fractal Immersive Technology non-linear, repeating or finite
41. 2. Your design’s story is co-created with your user The Autership to Co-Authorship Scale
42. 3. Different stories create different relationships with your user Audience Consumer User Customer Player Interactor Passive Engagement Active Co-Creation
43. Designers are storytellers… So bring your story to the table
44. Thank You!