Design Thinking for Innovation – Week 5                                                          Peer  Graded

Assignment

Tool that applied – Storytelling

1.  Challenge & Selection

Storytelling is a powerful tool that can be applied in various situations in our daily life, hence it is

a tool that I have used all the time. As a marketer for a shampoo company, I have always faced the  challenge of getting more customers to try and love our new products. In addition, I also faced challenges  in how to ensure the phenomenon of declining brand loyalty to our products, as there are many choices  for customers in the markets nowadays.

I prefer to use storytelling because it allows me to better understand users, generate empathy,

and emotionally affect them. I often create images to represent target users and add conflict to stories  that reflect their user paths and concerns. One reason is that through storytelling we can better  understand what users want from a solution. Good stories always captivate the audience. In user  experience (UX) design, if designers use storytelling throughout the design process to ensure that all work  is focused on the needs of the users and the value the company wants for those five users. After  completing your design research to understand the needs and wants of your users, you use your ideas to  tell a story about who you are, what they want, and how you will deliver it. This story allows everyone  involved in the project to empathize with the users and ensure that their work matches the story. Having  a story throughout the project means marketing design at the end of the design process is also easy as  you already know exactly what story to tell to show how valuable your product is.

2.  Application

Storytelling indirectly involves emotional branding. Emotional branding in fact is the practice of

building Storytelling is indirectly related to emotional branding. Essentially, emotional branding is the  practice of creating brands that speak directly to the consumer, their 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, strength, emotional security, and  self-satisfaction are grounded in subconscious emotions as the basis of emotional brands and enable  marketers to create self-fulfilling prophecies in response to consumer demand. People want to meet  demand, and advertisers must meet those needs on a constant cycle. Our company has launched a new  line of anti-dandruff shampoos that allows real women to share their experiences with Beauty Me  Antidandruff DIARY products through a video blog where real women share their stories about dandruff  and how new products can save them. The YouTube Diary channel attracts real women from fashion  bloggers, travel bloggers, makeup artists and others to share their stories of fighting dandruff with us. It  also has a link to buy items online. The channel also spawned the Facebook app, which was once again  stylized as a diary. In addition to similar YouTube channels, the Secret Diary app provides additional  information on hair and products. Creating a secret diary, revealing products as a solution, and allowing  real women to share their anti-dandruff secrets support the two pillars of sports. This type of storytelling  allows new customers to more readily start their journey to our products as the review is real and  trustworthy.

3.  Insight

Using a learning tool, we designed and tested our solutions. In the course of training, we managed

to improve the functions and design of our product in order to meet the expectations of users. It was  through this process that we realized that customers are more attracted to the Facebook review as it is  shared by regular users rather than celebrities or influencers. Our marketing department used the results  of this process to change our marketing campaign strategy. Going forward, our business will focus on  human-centered design to improve our products and services.

