Storytelling for User Experience: Crafting Stories for Better Design by Quesenbery Whitney; Brooks Kevin

Author:Quesenbery Whitney; Brooks Kevin
Language: eng
Format: mobi
ISBN: 9781457102226
Publisher: Rosenfeld Media
Published: 2010-08-12T22:00:00+00:00

In many organizations, product managers are also champions for the product and will have their own stories. These are the stories they use to motivate internal stakeholders like sales and marketing and the stories they tell to their own customers or clients. You might think about how your story will feed and change theirs.

Sometimes, you have to calm fears that changes to a product or service will cost people their jobs. Ian Roddis, Sarah Allen, Viki Stirling, and Caroline Jarrett found this out when they began work on the Open University Web site. The people at the student registration service were often the only voice a prospective student might hear before enrolling. When the Web site was developed with the promise that it would answer questions about the OU, this staff worried that it would take away their work. An analysis of email traffic showed that although there were many routine inquiries, which could easily be handled online, there were just as many that were the sort of question only a live person could answer. Armed with this user experience data, they changed the way they introduced their work to focus on reducing the “clutter” so that the support staff would have the time to provide good answers to difficult questions.

Stories for a technical audience

Technical audiences can be difficult to reach with stories, especially if the story is not firmly grounded in real details, providing concrete data for left-brain thinkers (see Figure 10.3).

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