Accelerate Experience Design with Design-driven innovation and Human-centred design approach Accelerate Experience Design | Page 59

focused storytelling in the previous chapter. Storyboard is another commonly used

STORYTELLING

form of visual storytelling.
No matter how innovative the product-service system is, a good story is the catalyst to
evoke people’s emotion and to call for action. Story is not just an artifact from design
process, it has taken an important role in business process. By nature, story shall serve as
a shared language between design and business. According to the exploration of relationship between design, business and storytelling, the principle can be summarized as
below 28:

• Business and Story: company executive might not have the same opportunity as
designer to conduct in depth field research or ethnography research to empathize,
however, by providing contextual details, a story can provide codified mnemonics for a
rapid immersion into a user/customer reality. This brings users into the boardroom.

The Design Dialectic Square

The changing media habits, such as shorter attention span (for instance, this might
results from consumer’s multiscreen consumption behavior) and shorter media units
(such as twitter, facebook updates etc), has profoundly changed the way stories are
told: they have to be more immediate and portable.

• Design and Telling: this is to tell story of design process, such as features and the
projected impact, to both end users and business stakeholders. The form of presentation and pace is changing thru the use of new presentation platform (zooming and
spanning), rapid digital/3D prototypes or remote collaboration platform...etc. Although
storytelling in design context has wider choices than ever, the speed of pace is increasing because the phenomenon of TED, Pecha Kucha (20 images in 20 secs) and similar
events.
• Business and Telling: No longer a one way communication, the modern telling is
a 2-way activity. Modern telling is a two-way activity: stories from user’s product/
• Design and Story: we have used Persona to create protagonist based on quantitative and qualitative insight, and User Journey Map to create experience-

28 Vollmer, F. (2013). Story, Telling, Design

59

and Business. DMI, (Fall)

service experience or personal narratives could occur in various social context. As a
result of social media introduction, there is a shift from telling towards conversation.
The frontline actors, such as customer services representatives, have to understand