Storytelling.

Challenge

In my role as product designer I have to discuss projects with the different  departments in our business. This could be the more data driven R&D  department, the process thinking manufacturing units or the business and  creative thinking marketing units. The challenge that I find with these different  departments is to communicate my ideas for a new product. If I talk about the  technical aspects of the product with a marketing unit I can see it in their eyes, I  am loosing them. If I talk about the customer journey with the manufacturing  units I can tell that they are not really present and already thinking about what it  would mean for the production lines.

How can we communicate data in a way that everyone will be emotionally  engaged, motivated and activated.

Selection

The tool that inspired me is Storytelling. Storytelling is more than  communication. As mentioned in the lectures itʼs about creating a cause and not  just presenting a solution. When non-inspiring information can be transformed  into a story it will connect people in all layers of the organisation (and outside).  As mentioned before, the challenge that I face in organisations is engaging with  stakeholders in different departments. Each of these stakeholders has their own  agenda, cultural backgrounds, opinions and somehow all of them had a very  long day. Storytelling can break these walls and allow us to speak in a language  that we all understand.

There are different aspects to a good story and it all starts with the knowledge  that a good story is build for an audience. We need to figure out who our  audience is, what language they are using and most of all, what do they want.  Secondly, the story needs to be told in an sensible order from beginning to end.  Another important ingredient, according the the lecture, is reflection. By using  suspense we can lock our audience in and activate them to think and focus. This  can be done for example by asking questions and answering them yourselves.  Storytelling will not change the information and data we want to communicate  but it will change the way we are delivering it.

Application

Last week I presented a new idea to our manufacturing unit. I researched my  audience by discussing with colleagues and asking them about their  experiences with these stakeholders. I also focussed on what the new idea  would contribute to their goals. Then I started to build the story. I did this on  post-it notes and used a wall to build a storyline. I used personas and gave each  of them a background on who they were and what they did.

I started the presentation by introducing one of my personas. Who they were,  what their day looked like and about the challenges they faced. Then, I asked  my audience if anyone was currently facing the same challenge, and,  fortunately, I received some confirming responses. Immediately I felt that I  locked my audience in.

Throughout the talk I asked questions which I then answered, like what would  this costs us? What is the market size? I could tell that this increased the  attention. I showed how my persona would use the new idea and how it would  change their future. After the session I asked for feedback, one comment was  that I could have used more figures to build the case further but that the session  was inspiring.

Insight

My goal was to improve engagement of different departments with a single idea  by adjusting the way I presented it to the stakeholders. By using the storytelling  tools taught in the course, I was able to reach this goal. The time it took to  create a compelling story was no more than when I would create a powerpoint  deck with different charts. I only added two slides with photos and a story to  activate people. The great thing is, with some minor changes the story I created  can be reused for all types of departments.

Large data files contain a lot of information, but without translating this to  something concrete that people can connect to, it will lack inspiration and  makes it harder to view the bigger picture. The storytelling tool, but also design  thinking in general, creates a real life common language that people can relate  to.

An idea is only as good as her storyteller.

Approach

The feedback confirmed that I should have used more figures and data for this  specific audience and the personas could have been improved to reflect the  attendees. I will take these aspects and apply them to a next session to keep  improving my storytelling skills. I will also use more photos and videos from the  consumer sessions. I believe this will visualise the idea and consumer  engagement better. I was lucky this time that one of the members of the  audience faced the same challenge but without that it would have been harder  to communicate the message that this idea was solving a consumer pain.


Storytelling . Challenge In my role as product designer I have to discuss projects with the different departments in our business . This could be the more data driven R&D department , the process thinking manufacturing units or the business and creative thinking marketing units . The challenge that I find with these different departments is to communicate my ideas for a new product . If I talk about the technical aspects of the product with a marketing unit I can see it in their eyes , I am loosing them . If I talk about the customer journey with the manufacturing units I can tell that they are not really present and already thinking about what it would mean for the production lines . How can we communicate data in a way that everyone will be emotionally engaged , motivated and activated . Selection The tool that inspired me is Storytelling . Storytelling is more than communication . As mentioned in the lectures itʼs about creating a cause and not just presenting a solution . When non - inspiring information can be transformed into a story it will connect people in all layers of the organisation ( and outside ) . As mentioned before , the challenge that I face in organisations is engaging with stakeholders in different departments . Each of these stakeholders has their own agenda , cultural backgrounds , opinions and somehow all of them had a very long day . Storytelling can break these walls and allow us to speak in a language that we all understand . There are different aspects to a good story and it all starts with the knowledge that a good story is build for an audience . We need to figure out who our audience is , what language they are using and most of all , what do they want . Secondly , the story needs to be told in an sensible order from beginning to end . Another important ingredient , according the the lecture , is reflection . By using suspense we can lock our audience in and activate them to think and focus . This can be done for example by asking questions and answering them yourselves . Storytelling will not change the information and data we want to communicate but it will change the way we are delivering it . Application Last week I presented a new idea to our manufacturing unit . I researched my audience by discussing with colleagues and asking them about their experiences with these stakeholders . I also focussed on what the new idea would contribute to their goals . Then I started to build the story . I did this on post - it notes and used a wall to build a storyline . I used personas and gave each of them a background on who they were and what they did . I started the presentation by introducing one of my personas . Who they were , what their day looked like and about the challenges they faced . Then , I asked my audience if anyone was currently facing the same challenge , and , fortunately , I received some confirming responses . Immediately I felt that I locked my audience in . Throughout the talk I asked questions which I then answered , like what would this costs us ? What is the market size ? I could tell that this increased the attention . I showed how my persona would use the new idea and how it would change their future . After the session I asked for feedback , one comment was that I could have used more figures to build the case further but that the session was inspiring . Insight My goal was to improve engagement of different departments with a single idea by adjusting the way I presented it to the stakeholders . By using the storytelling tools taught in the course , I was able to reach this goal . The time it took to create a compelling story was no more than when I would create a powerpoint deck with different charts . I only added two slides with photos and a story to activate people . The great thing is , with some minor changes the story I created can be reused for all types of departments . Large data files contain a lot of information , but without translating this to something concrete that people can connect to , it will lack inspiration and makes it harder to view the bigger picture . The storytelling tool , but also design thinking in general , creates a real life common language that people can relate to . An idea is only as good as her storyteller . Approach The feedback confirmed that I should have used more figures and data for this specific audience and the personas could have been improved to reflect the attendees . I will take these aspects and apply them to a next session to keep improving my storytelling skills . I will also use more photos and videos from the consumer sessions . I believe this will visualise the idea and consumer engagement better . I was lucky this time that one of the members of the audience faced the same challenge but without that it would have been harder to communicate the message that this idea was solving a consumer pain .