IxDA

IxDA Interaction Week: Sell solutions by starting with stories

The design process, from start to finish, is about knowing people – their problems, needs and feelings – and then creating solutions to their challenges. We achieve this by performing extensive research, leading in-depth conversations and learning new lingo. We get to know people who aren’t like us and begin to sympathize with them as we design ways to improve their day-to-day lives.

Perhaps one of the biggest challenges in the design process is talking about our findings – and innovative solutions – in meaningful ways. We must convey the challenges of our research participants while preserving the integrity of their stories, and then present our solutions with optimism.

The storytelling process isn’t easy, so how can we ensure we’re doing it effectively? Through our work we’ve identified a few key qualities of successful narratives:

  • Shown: Audio and imagery help our stories come to life without being too realistic.
  • Emotional: We share context and participant behavior to evoke emotion.
  • Transportive: We help our audience see participants not as actors, but as relatable people.
  • Curated: We tell the stories that are most compelling in our narrative.
  • Challenging: Our stories challenge preconceived beliefs and social norms, which might make our audience feel uncomfortable.
  • Sympathetic: We share stories in a way that evokes sympathy from those who weren’t there with us.
  • Ethical: We stay true to those people we engaged with and give them a voice during the design process.
  • Real: We talk about real people with real problems instead of made-up characters.

By clearly presenting problems through research stories, our solutions become much more valuable and significant. This month attendees of IxDA’s Interaction Week in Milan can learn more about selling innovative solutions in a workshop led by Modernist Studio partners Matt Franks and Jon Kolko. Read more about the session below:

Selling-in Innovation
February 4, 2020
2 – 6 p.m.

During this hands-on workshop, Modernist Partners Jon Kolko and Matt Franks will introduce a three-step process for bringing an innovation to life in a way that drives alignment and generates groundswell. This process includes:

  • Building a succinct and concrete value proposition;
  • Drawing a new, optimistic vision of the future; and
  • Structuring and telling a persuasive story.

As a result of taking this workshop, attendees will:

  • Be able to synthesize ethnographic data into meaningful pillars of value;
  • Understand how to show a story of value in a short sketch or storyboard; and
  • Know how to present a case for a new idea in a way that is charismatic and convincing.

For more information about IxDA Interaction Week in Milan, visit the conference’s website here.

Alexa Hoisager

Modernist can help you explore design strategy and create great new products and services.

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