Tool applied: Storytelling

 Challenge & Selection

Storytelling is a powerful tool that are applicable in various situation of our daily life, it is the  tool that I applied all the times. As a marketers of a shampoo company, I always faced the  challenges of how to attract more customers to try and fall in love with our new launched  products. Besides, I also faced challenges of how to ensure the phenomena of decreasing  brand loyalty towards our products being happened as there are variety of choices for  customers to choose in the markets nowadays. I choose to apply storytelling as it is able to  get insight into users, build empathy and reach them emotionally. I often create personas to  represent target users and add conflict to stories that reflect their user journeys and problems.  One of the reason is through crafting stories, we can better understand what users want from  a solution. Good stories always captivate audiences. In user experience (UX) design, if  designers use storytelling throughout the design process to ensure that all work focuses on  the users’ needs and the value that company want to give those users. After completing  design research to understand your users’ needs and desires, you use your insights to tell a  story about who your users are, what they need and how you’ll provide that. This story makes  it easy for everyone involved in the project to empathize with the users and ensure that their  work matches the story. Having a story throughout your project means marketing the design  at the end of the design process is also straightforward, as you already know exactly which  story to tell to show how your product provides value.

 Application

Storytelling indirectly involves emotional branding. Emotional branding in fact is the practice  of building brands that directly appeal to consumers’ self, emotional state, needs and  aspirations. The purpose of emotional branding is to establish a connection between  consumers and products by stimulating consumer emotions. Human needs such as love,  power, emotional security, and self-satisfaction are based on emotions in the subconscious,  as the basis of emotional brands, and allow marketers to create self-fulfilling prophecies in  consumer demand. People want to meet demand, and advertisers need to implement these  needs in a permanent cycle. Our company has launched a new anti dandruff treatment  shampoo product lines that allows real women to share their product experiences in “Beauty  Me Anti Dandruff Diary” through videos and blog where real women share their hair dandruff  stories and how new products can save them. A YouTube-designed diary channel attracts  real women from fashion bloggers, travel bloggers, makeup artists and other backgrounds to  share their anti dandruff stories with us. It also has a link to buy products online. The channel  also spurred a Facebook app that was once again designed as a diary. In addition to similar  YouTube channels, the Secret Diary app provides more information about hair and products.  Creating a secret diary, revealing products as a solution and letting real women share their  anti dandruff secrets is supporting the two pillars of the sport. This types of storytelling enables  new customers more willingness to embark their journey on our products as the review is real  and high credibility.

 Insight

By applying the learning tool, we designed and tested our solutions. Through the learning  process we got to improve our product’s function and design to meet user’s expectation. It is  through this process we realized that the customers were more attract to the review from the

Facebook as it is shared by normal users but not celebrity or influencer. Our marketing  department used the results of this process to re-strategize our marketing campaign. Moving  forward our business will focus on human centered design to improve our product and  services.

 Approach

Through applying the storytelling tools, another tools like visualization and mind-mapping  directly applied. In order to perform a more perfect results, learning launch is another tool that  I would be considered in the next steps. One of the reason is learning launch is also an  important tool for our business. We need as a team to review the insight gained from our first  two launches and incorporate this insight into future launch designs as this is the most  effective and ideal way of approaching and implementing solutions. Future launch designs  should reflect insight gained, progress made, and come closer to a compelling solution ready  for full roll out.

