Design Thinking for Innovation - Week 5  Peer Graded Assignment

Tool that applied: Storytelling

Challenge & Selection

Storytelling is a powerful tool that are applicable in various situation of our daily life, ergo 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    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.


Design Thinking for Innovation - Week 5 Peer Graded Assignment Tool that applied : Storytelling Challenge & Selection Storytelling is a powerful tool that are applicable in various situation of our daily life , ergo 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 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 .