Storytelling is a rather popular method which we often use to take in new information and learning something new.
In the context of marketing and advertising, storytelling and presentation of carefully crafted stories is the perfect way to include your audience and start the interaction between your brand and followers.
“Storytelling reveals meaning without committing the error of defining it”
– Hannah Arendt
The process of design is the initial step and a key part of creating products for the market, and for that reason, designers (UX designers) have to have certain characteristics in the way they approach their work:
- They have to look at their product or design through the eyes of their imagined or average internet user that is expected to interact with the product;
- His or her ideas and the solutions he/she decides to offer need to be in line with the user’s expectations.
Because of that, designers find themselves in situations where an immense understanding of people, their perspectives, expectations, problems and ideas.
Customer stories are simple, short explanations or descriptions of certain functions/features of the product through their perspective which includes the problems, expectations and potential ideas they have on the topic. Very often, these stories can be brought down to simple answers to 3 questions – Who? What? Why?
- As a (Who?)
- As an employee
- I want (What?)
- I want to see my performance graph
- So that (Why?)
- So that I could find my pain point and fix the issues that hold me back
Through customer stories, it becomes a lot easier to create the buyer persona that enables you to create stories through your designs and make them an effective tool in creating new products.
Example: Google Chrome
The plot of the story and the situation in which a Chrome user finds him or herself can be shown by answering the following questions:
- What does that user do? Answer: Search.
- What goals does he/she aim to achieve? Answer: Find concepts or ideas related to their goals.
- How do they reach their goals? Answer: By using the search feature.
When looking at the characters in the story, besides the obvious ones – the users, you also have roles fulfilled by AI and the menu bars in the browser.
Regarding the theme of the story, where the approach to the solution is brought up, we can safely say that the feature that sets Chrome apart from other browsers is their Page Ranking algorithm that makes it unique.
Tone of conversation also plays a role as it represents a key element of quality assurance of the product.
A different approach to the old “Did you mean: …?” statements you received when misspelling something or making mistakes in writing while searching, now you get the “We included searches related to … because your search for … does not provide enough results.” which sets a sort of informal or closer tone to their users, affecting our attitude towards the browser more than we’d like to admit.
When you tie all these details up with a modern, clean graphic design of the interface which fulfills this story and make the entire experience more enjoyable, you get a nicely crafted story created for the user’s quality of experience when using the product.