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6说服性讲故事规则

by 瑞秋克劳斯on April 28,2019

Summary:Stories build empathy and make the user needs and pain points memorable to your team.有效的故事讲的是观众的语言,are rooted in data,and take advantage of compelling artifacts.


Storytelling is how we share ideas and experiences.拥有原始数据不足以说服我们的团队和利益相关者需要做什么。A narrative makes a connection between our data and why other people should care about it.

In our work as 万博官网manbetx下载UX professionals,我们使用故事to help create a shared vocabulary,focus the team on a common goal,and persuade stakeholders — ultimately leading to buy-in.万博官网manbetx下载UX stories are a communication tool that can be used in lieu of boring task check lists that are far removed from the user.They provide a natural,engaging way to share behavior,视角,and attitudes.

If you writetasks in a usability test,communicate insights from research,or sell manbetx官方网站手机版design ideas,you're already using stories in your process.In many business contexts,storytelling can feel uncomfortable,but this rich way of communicating can help set the stage for persuasion or a call to action,最终改善手边的设计。manbetx官方网站手机版

This article is specifically about the use of storieswithin the manbetx官方网站手机版design process.That is,我们的意见和建议适用于您故事的预期受众由您自己的团队成员组成的情况,而不是你的最终用户。

讲故事的好处

Stories help us explain difficult concepts.

提供额外的上下文有助于我们的读者与一个概念相联系。这种附加的上下文可以是行为的形式,emotions,反应,motivations,或者目标。Unlike a flow chart or artifact,a narrative allows the audience to understand the reasons behind users' actions;它们提醒我们的观众他们不是用户.

故事激发我们的想象力,产生新的想法。

当我们读一本书时,我们按照作者给我们的描述,用我们熟悉的内容填补空白。We do the same thing when we tell stories.Rather than describing every single detail of what users want,让你的听众有一定的自由去设想解决方案。Here's an example:

Carmen recently purged a large number of clothes from her closet,many of which still had tags attached.她想在网上销售这些商品,但需要一种方法来跟踪她的库存。She doesn't have a dedicated space in her apartment to lay everything out and stores items in large cardboard boxes until they sell.

From this story,different people may envision different solutions for Carmen.Enough details are given to picture the scenario,但不是太多,他们规定了一个具体的解决方案。(For example,我们不是说她卖7件夹克,5 dresses,and so forth,let alone the brands and colors of each item.)

Stories allow us to form a shared understanding.

Thinking about how to build a product usually involves feature lists and backlogs.故事将用户的痛点和目标放在谈话的最前面,帮助团队创建一种共享的语言,说明他们为什么要构建产品或功能,以及它对谁有好处。这些故事也可以用来围绕产品愿景展开,painting an image of how life could be better with that product.

6说服性讲故事规则

1。Adapt your vocabulary to match your audience.

在本文中,我将“听众”定义为任何一个被讲述这个故事的人——包括多学科团队成员,stakeholders,clients,third-party partners,and so on.Our goal when telling stories is to resonate with our audience,but it's difficult to do it when we do notspeak its language.Understand the industry and terminology of your audience and incorporate these words into your story so they can put themselves in it.For example,如果您的受众是使用装配线流程的制造业客户,你应该知道正在使用的机器,装配线的步骤,and any product-specific terminology.不使用适用于听众的词汇,you risk losing their attention and your credibility.

术语表
此图可视化(虚拟)制造业产品中使用的关键术语和流程。在讲故事时,了解听众的行业和各自的术语是关键。Take notes of critical processes and definitions as you do your research.

2.Appeal to the needs of your audience.

在理解听众的术语的同时,you need to know what your audience members care about.Are they only interested in how much money the product will cost?Do they have a strict timeline they need to adhere to?These are concerns that will be running through their minds as you tell your story,so you'll want to ease them as quickly as possible.当您的利益相关者主要担心他们的用户在工作流中导航manbetx官方网站手机版的速度有多快时,将重点放在华丽的UI设计上,这会使他们对您的解决方案感到不安和怀疑。Think of your audience members aspersonas: that is,understand what their needs and frustrations are when coming into this meeting.How will you make sure you touch on each need and frustration for each type of person in the room?

三。Back up your points with real data.

A compelling story is nothing without hard facts to back up the narrative.Use insights from qualitative or quantitative testing to help craft your narrative and minimize doubt and gray area.When questions arise from your audience,you can back up your answers with this data.For example,if in recent usability testing you got negative feedback on your purchase process,you can tell the story of how you witnessed a user stumbling through the workflow.Use real quotes from the usability test and show your audience how the user completed the task.

4。Focus on the entireomnichannel experience,接口内部和外部。

Your users don't exist only inside of your application.是什么驱使他们使用你的软件?Where do they use it?考虑使用环境:您的用户以前做过什么,after,在他们使用你的产品的时候?What distracts them?了解这些元素将有助于您的观众移情with what your users are going through.

For example,put your audience in the shoes of your user by saying,“假设你是单亲,have two kids,a busy full-time job,and you need to keep up with all of the extracurricular activities on your calendar." This story allows your audience members to picture themselves with these responsibilities,taking them away from their own perspectives.

5.将您的故事与一个工件配对,以便记忆和对齐。

Artifacts create a lasting impression after the story has been told.故事板,personas,journey maps,and research reports give the audience members something tangible to refer to when the story is brought up at a later time and help themrecall具体细节。For example,将您的故事与旅程图配对,可以让您的观众在讨论用户旅程的每一步时衡量总体用户满意度。Alternatively,telling a story while showing a storyboard allows the audience to see the user's environment.

6.跟进总结。

Summarize your story or meeting with a brief email or other communication for further memorability.如果根据那个故事做出决定,包括决定的内容和原因。如果一个决定被质疑,you have this followup to refer back to.Here's an example:

“感谢您帮助我们评估积压工作中即将开始的工作的优先级。We talked about how Gary,我们的小企业主,would benefit from a filter-able table of sales rather than a dashboard overview because he has very specific data he looks for when running end of the month reports.We've decided to downgrade the priority of the dashboard feature."

在工作中使用讲故事

研究与战略

Communicate stories through compelling research reports.您可以将图像与相关案例研究结合起来,图表,and photos from usability tests to give your audience something to connect with beyond words.

For example,let's say you're working on a checkout workflow for a novelty gift shop's website.You interview a user and he tells you about a recent experience he had when purchasing an item.Randy is a father who lives far away from his adult children but likes to send them gifts from time to time.He finds the perfect gift for his daughter — something that reminded him of when they used to go on road trips together.He sends the package directly to her house a few states away,但不包括礼品收据,因为他不知道自己可以这么做。When his daughter gets the package in the mail,她不知道是谁寄的包裹,也不知道她为什么收到包裹,让她不确定该感谢谁。

When writing your research report,include Randy's story as a case study along with a storyboard or journey map as a visual representation.Consider including a photo or illustration of him to allow your audience to put a face to a name.

Translating Randy's story into a journey map illustrates his emotional state at each point of his process.This journey map could be handed out or included in a research report after conducting usability testing.

Interaction and Visual manbetx官方网站手机版Design

When communicating your manbetx官方网站手机版design ideas,通过设计或交互进行交谈,就好像manbetx官方网站手机版您是使用它的用户一样。Use quotes from usability tests along with additional qualitative data that supports why you made certain manbetx官方网站手机版design decisions.

For example,你可以向你的观众展示兰迪(我们上面的主角)用来购买礼物的原始设计。manbetx官方网站手机版Then present your new-manbetx官方网站手机版design idea using the same scenario;point out how the gift options will be more easily accessible in this new version to allow Randy to include a gift receipt and a message with his purchase.回顾故事并将其作为一个场景来设计更好的东西,可以帮助你的观众成员根据兰迪的需求而不是他们自己的喜好来manbetx官方网站手机版做决定。它还提供了关于您为什么做出某些设计决策的附加上下文。manbetx官方网站手机版

When explaining a proposed manbetx官方网站手机版design,refer back to Randy's story and talk through how his experience could be different using this manbetx官方网站手机版design.

Conclusion

Storytelling helps our audience members put themselves in the shoes of our users.When they think from this perspective,they have more information to make a decision that will benefit the user in addition to the business.

在我们的全天课程中,进一步了解用户体验中的故事讲述,Storytelling Throughout the 万博官网manbetx下载UX Process.

参考文献

Quesenbery,W.& Brooks,K.(2010).Storytelling for User Experience: Crafting Stories for Better manbetx官方网站手机版Design.Brooklyn,纽约:罗森菲尔德媒体,有限责任公司