Accelerate Experience Design with Design-driven innovation and Human-centred design approach Accelerate Experience Design | Page 60

the meaning of brand story and express in their own words because their personal

There are two types of nar r atives created for Cr aftventure

interactions with customers will further define individual customer’s brand story.
• Fir st Nar r ative: Realistic
This chapter will emphasize how I use the principle from “Design and Story”, especially
the development of storyboards, to design narratives for the brand Craftventure.

The stor y features the protagonist as one of the NEETs (neither employed, in education or tr aining) in cur rent 20th centur y wor ld and a
young tour ist. The mood of the stor y is str aightforward, war m and invit-

NARRATIVE DESIGN

To create a nar r ative that suppor ts the explor ation of the ser vice idea,
we can use Joseph Campbell’s “Hero’s Jour ney” patter n to star t with.
There are 17 stages representing Depar ture , Initiation and Retur n. The
hero, or the protagonist of Cr aftventure , begins in the ordinar y wor ld
and he receives the call to enter an unknown wor ld. He will encounter
events, challenges or tr ials in the unknown wor ld either alone or with
other help. If the hero sur vives the challenge , he gets reward. If the hero
decides to retur n to the ordinar y wor ld, he will encounter another challenge on the way back, if he sur vives again, he will retur n home with the
power or knowledge (award) acquired on the jour ney.

60

ing and the environment and inter action descr ibed is ver y close to the
ser vice exper ience we’re designing for.