[Eng] VR UX 10. Storytelling

 

Book: https://www.amazon.com/Storytelling-Virtual-Reality-John-Bucher/dp/1138629669

 

Carl Alviani, from Protagonist Studio (https://medium.com/the-protagonist/the-most-powerful-design-tool-nobody-uses-a82fc523071d) discusses the underutilized power of narrative in design. Despite designers often referring to themselves as storytellers, actual stories are rarely at the forefront of design projects. Alviani shares an experience from his work on a design team tasked with creating a service for adults caring for aging parents. The service aimed to assist with numerous non-medical tasks, like arranging transportation and managing prescriptions, which could significantly lighten the load for caregivers.

 

Alviani found that explaining such a complex service was challenging due to its many details and multiple touchpoints, including websites, apps, and call centers. The traditional tools for aligning design efforts across these platforms seemed insufficient. He suggested a novel approach: writing the service experience as a story from the perspective of the personas developed during the research phase. This method turned the abstract personas into relatable characters, exploring the service through their eyes and experiences.

 

This storytelling approach transformed the team’s dynamics. By presenting the service as a narrative involving real-life scenarios and characters, team members were able to envision and discuss the service more concretely. This facilitated a more engaged and precise design discussion, allowing the team to refine the service before presenting it to the client. The stories not only captivated the client but also served as a reference throughout the project's duration, ensuring alignment and coherence.

 

Alviani argues that stories are like visual sketches; they make intangible concepts tangible and can be produced and modified quickly. Stories force decision-making, clarify details, and ensure everyone on the team has a uniform understanding of the project. They serve as a democratic tool that anyone on the team can understand and contribute to, making them a universal reference point that keeps complex UX systems aligned.

Moreover, stories are adaptable and can incorporate various elements already developed in the design process, such as research insights and personas. They help contextualize and evolve these elements within the narrative of the service being designed.

 

In conclusion, Alviani highlights that the world inherently understands and relates to stories because our brains are wired for narrative. This makes storytelling a powerful tool for building empathy and lending coherence to user experiences, suggesting that if something makes a good story, it likely makes a good experience.