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Karen Dietz
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It’s not uncommon for designers to confuse a beautiful looking product with one that works beautifully. A great technique for creating smarter, better products is to approach them using story-centered design.
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Scooped by
Karen Dietz
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If you want a seamless guest experience your hotel needs to have a story Heres an example how to turn story ...
This is a quick yet very insightful article linking the interior design of a hotel, storytelling, and women's liberation.
"Whaaaaattttt??!!" you say. Yep. It's a perfect example of how a hotel got creative and leveraged storytelling in order to market themselves more effectively, and increase sales.
The post about a New York City hotel that originally opened as the Hotel Martha Washington. It was the first hotel in the country specially designed for women only. Based on the the building's history, the new owners of the hotel created a persona that typified women who stayed at the hotel.
From there they created interior designs that connected together its history, the contributions of 12 women to our world, their identified persona, and their marketing efforts. Brilliant!
I love how this company translated storytelling into the physical world through its interior designs. More companies need to be doing this for enhancing both employee and customer experiences/engagement.
For all the details, go read this article. Like a chocolate truffle, it's small but rich with a lasting impression!
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
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Scooped by
Karen Dietz
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VIDEO IN ENGLISH Vimeo's Karoline K. explains how stories are integral to understanding your customers so you can design effective solutions (products/services) for them. This is a great video! Rule #1 in business: people are searching for solutions and it is your job to find out what they are searching for and fill that need. NOT decide what they need and try to convince them to buy it. Well, OK -- you could do it that way but it's a struggle. Surveys and focus groups will only get you so far. Interviewing your customers/prospects and evoking stories from them will gain you rich rich material that will guide your product development/service delivery. You will gain not only material about how to design your product, but how to connect with your prospects in marketing and advertising efforts. Stop using focus groups -- create story gathering sessions with your prospects. Don't ask for descriptions, information, or opinions. Ask them to tell you about a time when...in order to evoke an authentic story. You will be amazed at the results. Now go enjoy watching this video!
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Karen Dietz
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Meet Elle Luna, who believes design plays a role at every stage of the process--even before teams start to think visually.
Dan Pink in his book A Whole New Mind has chapters on storytelling and design as essential 21st Century work skills. Here is a demonstration of how the two are coming to life.
This article is an interview with a former IDEO designer Elle Luna who calls herself a "designer, storyteller, and startup advisor."
She chats about how humanizing brands is essential these days -- they are honest, emotional, and engaging (if done right, I add).
The link to storytelling? You can't understand or design effective customer experiences/products/services without listening to and gathering customer's stories. And you can't engage your customers without sharing your stories in return.
The only danger here? Not enough emphasis in the interview was placed on the ongoing dynamics of story listening and story sharing over time. But I am confident that will come!
Enjoy reading the rest of this article and continuing to understand that storytelling is an essential business core competence.
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Scooped by
Karen Dietz
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Don't be intimidated by the techy title -- this article is a really great explaination of how to tell your story(ies) through your website.
This is not an easy task, but the author has broken it down for us so it is easy to understand and grasp. There are really good insights here and tips.
I hope this article really helps you use your website more effectively, make it stickier, leverage your stories, and connect more strongly with your customers and prospects.
Learn why we need storytelling at the heart of user experience and product development. This is a great and very thorouogh presentation about the necessity of storytelling for product creation and design. It walks you through the steps of how to think about a project from a story perspective, and the benefits of doing so. I wish they had added more material to the actual story creation piece, however. They left out the critical pieces of how to evoke stories from customers to get at the heart of their needs, how to use storyboarding to design the product, and how to bring storytelling's sensory material into the design and evangalizing parts of the process. But as an overview and clear explanation about storytelling and user design, this is a great presentation. Thanks to fellow curator Gregg Morris for pointing me to this article on his Story and Narrative Scoop.it.
Via Gregg Morris
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Scooped by
Karen Dietz
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Throughout history, storytelling has been an important communication tool - it’s how people connect with one another through means of entertainment, education, and even to instill moral values in one another. What a great article! It explains the how and why of visual storytelling so you can apply it your website design. It's very clear with good examples. By the end of reading the article you not only will have a language for visual storytelling, you'll also have gotten ideas for how to apply the elements of visual storytelling to your website.
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In “Storytelling in Web Design,” I explained the three most basic aspects of storytelling — character, setting, and action — and offered ways to begin including storytelling in web design using basic design elements. In this article, I will examine ten sites that use storytelling and list the character, setting, and action found in each story.
Via Gregg Morris
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Scooped by
Karen Dietz
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We can all agree that the work we do should inform, be appropriate to the client and their audience, and, of course, look good. But there’s a bonus third attribute worth aiming for—creating a lasting impression.
This article is long but a fascinating read -- especially for anyone who is working with stories in an organization and wants to know about creating visual memories.
Storytelling is creating art in the air. That means it is ephemeral and only lives on in the person who heard the story. That means the story we tell has to be compelling in order for it to stick in the minds of our listeners, and be repeated.
This article on faciliating visual memory is provacative on several levels. - First, it talks about what visual memory is and what goes into making them.
- Second, it discusses in depth several examples of how companies have created powerful visual memories.
- Third, even though this article talks about graphic design, many of the same principles apply to storytelling.
- Fourth, if you want to know about how to bring the ephemeral art of storytelling into the built environment or websites or promotional materials as story triggers, this article is rich in examples and insights.
Once you have a compelling story to share, then start thinking about how you can create visual memories to have your stories stick even longer and more powerfully in the minds of your listeners.
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
Product design, management, and marketing starts with solid storytelling, but the goal is to have it evolve into an immersive story experience. I love a good story. Whether reading a juicy novel, watching a nail-biting film, listening to an animated reporter recount the events of a disaster, or keeping tabs on real life courtroom drama, we’re clearly captivated by the experience enough to keep us coming back. No, actually it’s more than that. It COMPELS us to seek out more because we CRAVE the effect. It feeds the pleasure center of the brain. Yes, it has the same effect as taking a drug! Why? Maybe it’s the edge of the seat suspense. Perhaps it’s the lure of gambling with predictions. It could simply be it reflects what we’re feeling or going through at the time. Whatever the reason, the elements that move us from passive observation to immersive experience are the same no matter the source or medium. What a great article unpacking the creation of a story experience. Why do you want to know this? Because product/service development and marketing is moving fast into this realm. What is your customer experience? How do your products/services create experiences for clients? How do you link your biz stories and these experiences together to generate raving fans? This post helps us tease out these questions and answers. For sure this is still a developing conversation -- yet one I hope you continue to pay attention to. Thanks for finding and sharing this Gregg @greggvm!
Via Gregg Morris
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Karen Dietz
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A recent thread on my small business forum reminded me of the need for every business to tell a unique story and even more to make sure your design tells that same story in every detail. This is the principle of unity to it’s highest degree. It’s the whole being more than the sum of the parts. It’s what ultimately makes for the best designs.
Nice! What a nifty article that links story with design with your business into one unified whole. The post is well written, easy to read, and has great points to make about business storytelling. Plus good tips for creating your stories!
What's design got to do with it? It's all about designing your business, designing your stories, designing your marketing and linking it all together.
Enjoy the insights and examples shared in this blog post. As the author says, "When I think about the business advice I’ve offered and taken over the years it all comes down to choosing your story and then making decisions consistent with that story."
“Design is not just the way a product or a website may look – design is the product in its entire form, and a big part of that is its story.” In our businesses, some would argue that almost everything we do is based in design. Certainly our product/service development is a design process. So is our marketing and branding. Here's a delightful post about how business activities, design, and storytelling interconnect. It's a powerful way to think about your business and creating success. Fellow curator Gregg Morris clued me into this article. Thanks Gregg!
Via Gregg Morris
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Scooped by
Karen Dietz
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Chuck Cary of the branding company Troika shares the first essential step in effective branding -- listening. That's why I chose this article & video to share with you. Listening is most often overlooked in branding efforts. The rest of the video is weak on connecting storytelling to brand design, unfortunately. Missing is a discussion of how stories are imbedded with emotional and sensory material which then guides the design process. As a result, we are left with some vague idea that branding is storytelling without ever defining it. But the points about listening are well worth the read. And my comments about what's missing will hopefully help shape future discussions about the link between storytelling, design, and branding.
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