Narrative As Prototype
Izac Ross | March 17, 2015
@zaic
The Valley has a
problem....
too much focus on
technology & validate
with leading questions
instead let's tell
stories...
to validate value
not pixels
without...
jumping
to pixels
or jumping
to code
Stories are
cheap and quick
to make
Stories are
culture...
Walter Fisher &
The Narrative Paradigm
Logical rationale Narrative rationale
– People are essentially rational – People are essentially storytellers
– Decide bas...
Logical rationale Narrative rationale
– People are essentially rational – People are essentially storytellers
– Decide bas...
We evaluate stories
through...
Test 1:
Narrative Coherence
Does the story hold
together and make
sense in our world?
Narrative Coherence: Questions
- How probable does it seem?
- Are important details included?
- How does it compare with o...
Test 2:
Narrative Fidelity
Does the story fit our
concept of the world?
Narrative Fidelity Questions
- Does it ring true to experience?
- Does it provide good reason to change
to guide product d...
…thus we are great
bullshit detectors
If the story of your
product or service
does not resonate...
…why would
people use it?
What are the
elements of stories...
Story
Terminology
Characters
Settings
Plot
Conflict
Resolution
Props
Activities
Interaction
Terminology
Personas
Contexts
...
Narrative Frameworks
Hero’s
Journey
User’s
Hero
Journey
3 Ways of telling...
Written Scenarios
Bodystorming
Experience Prototypes
Scenarios
Need a framework
See, Think, Do
Body Storming
Act out the
interface too...
Don’t forget to act
out the interfaces
Experience Prototypes
Combine the learning
from both Scenarios
and Bodystorming
The
A/V/I
Script
Video Interface Audio
Camera pans to Sidney
Walking on screen,
holding her iPhone.
Phone vibrates and
lig...
Go forth
and create stories!
…and test their
value with users
Thanks!
@zaic
References
- Narrative Paradigm - wikipedia
- The Hero's Journey: The World of Joseph Campbell (film)
- Storytelling and I...
Narrative as Prototype
Narrative as Prototype
Narrative as Prototype
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Narrative as Prototype

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.
Published on: Mar 3, 2016
Published in: Design      
Source: www.slideshare.net


Transcripts - Narrative as Prototype

  • 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
  • 27. Hero’s Journey
  • 28. User’s Hero Journey
  • 29. 3 Ways of telling... Written Scenarios Bodystorming Experience Prototypes
  • 30. Scenarios
  • 31. Need a framework
  • 32. See, Think, Do
  • 33. Body Storming
  • 34. Act out the interface too... Don’t forget to act out the interfaces
  • 35. Experience Prototypes
  • 36. Combine the learning from both Scenarios and Bodystorming
  • 37. 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
  • 38. Go forth and create stories!
  • 39. …and test their value with users
  • 40. Thanks! @zaic
  • 41. 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

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