In this slides I explain how I have used storytelling techniques to elevate websites and brands and create memorable user experiences. You can discover practical tips as I showcase the elements of good storytelling and its applied to some examples of diverse brands/projects..
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
If you are like many people, even the thought of delivering a speech in front of an audience will get your palms sweating. The fear of public speaking ranks high among the most common phobias, and for good reason: most of us approach the situation with the wrong mindset, which in turn makes us live out our worst fears in a public forum.
As Michael Parker notes in IT’S NOT WHAT YOU SAY: How to Sell Your Message When It Matters Most (A TarcherPerigee paperback; on sale January 2016), our fixation on the content of our words – and not the presentation of ourselves – is what brings us down. Once the Vice-Chairman of London’s Saatchi & Saatchi, and one of the world’s most experienced advertising pitch men, having made more than 1,000 pitches in his successful career, Parker has learned first-hand that an effective presentation, a job interview, or even a speech at a wedding hinges on our ability to portray ourselves as passionate, relatable, and collected. But, if we are focused on what we say, and not how we act, we will fail to persuade our audience.
Applied in the boardroom, at the pulpit, or even in conversation, these tenets will help you present better in any situation.
This document discusses the symbiotic relationship between content strategy and social media. It notes that without great content, social media has no purpose, and without social media, content reach will be limited. It then provides overviews of major social media platforms like Facebook, Twitter, Instagram, LinkedIn, and YouTube, discussing their demographics, best practices, and challenges. It emphasizes that defining goals, understanding audiences, establishing baselines, creating engaging content, monitoring and measuring are keys to successful social media strategies that can also inform content development.
6 steps to creating a Social Media StrategyJulian Cole
Pay with a tweet to download the presentation - goo.gl/5Jw21
This presentation is part of the Skillshare class I taught on 'Creating a great Social Media Strategy'. I am teaching 'A crash course in Digital Strategy' on February 11th. You can sign up to the online course for $20 - http://skl.sh/VOj2ol
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
Digital Marketing Strategy presentation for the KitKat brandKnowcrunch
Knowcrunch graduates of the Masterclass in Digital & Social Media in Athens (Sept '22), worked for three months and presented a complete digital & social media marketing strategy for the KitKat brand.
This document outlines a digital strategy for Netflix to promote the release of the show "Hemlock Grove" by increasing brand awareness of Netflix among horror fans. It analyzes consumer profiles, insights, and behaviors to develop an interactive campaign leveraging social media, augmented reality, and a "Scaretime" wristband to give viewers an immersive experience. The goal is to increase subscriptions by 5% and viewership of the first episodes through frightening and engaging viewers in new ways online and through their physiological reactions.
This document outlines 50 essential content marketing hacks presented by Matt Heinz, President of Heinz Marketing Inc. at CMWorld. It provides an agenda for the presentation and covers topics such as content planning, measurement, formats, distribution, influencer engagement, repurposing content, and getting sales teams to leverage content. The goal is to provide new tools, tricks and best practices to help convert readers into customers through effective content marketing.
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
How to measure Digital looks at the important role of Key Performance Indicators and how you create them. It takes a Communication Objective and turns it into Strategy that leads to Tactics to support the Strategy. The final piece is putting in place Key Performance Indicators which makes up the parts of the Communications Objective.
The document discusses the art and science of gaining insights. It outlines a 4-step process for insighting: 1) observe, 2) reframe, 3) validate, and 4) refine. The process involves looking at things from different perspectives, asking why, making new connections, and embracing creative chaos. It provides examples of insights that led to successful branding, advertising, and innovations. It emphasizes that insights are most powerful when they touch people emotionally and are simply and clearly expressed.
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
Presented at Social Media Breakfast Red Deer. Website and social analytics give you lots of data to look at, but what should you do with it? Learn how to make analytics work for you and understand how your various marketing and communication efforts are having an impact.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
1. The document describes a customer experience mapping for a brand experience design project focused on sugar cane harvesting.
2. Various engagement tools are outlined, including contextual posters, ambassador conversations, visitor comment books, commenting cups, and benches for conversation.
3. The goal is to understand visitor and consumer perceptions of a new product category through authentic feedback and insights gathered via the different engagement methods.
The Dictionary of Brand by Marty NeumeierLiquid Agency
The Dictionary of Brand: Sponsored by Google. Written by Marty Neumeier. Designed by Liquid.
Before Google came on the scene, advertising was little more than one-way communication—companies talking “at” their customers instead of “with” their customers. But thanks to web communications, customers can now “talk back” to companies, turning brand-building into job one for all competitive businesses. Google recently established BrandLab, an innovative workshop-based program and collaborative center dedicated to helping brands get the most out of the web through education, inspiration, and hands-on practice. One of BrandLab’s first acts was to publish The Dictionary of Brand. Google asked Liquid to write and design this groundbreaking book—no easy task in a world where definitions are evolving daily.
Sponsored by Google. Designed in Silicon Valley by Liquid.
Liquid’s Director of Transformation, Marty Neumeier, has written several definitive books on brand strategy, including The Brand Gap, Zag, and The Designful Company. Now he’s written an exciting reference that is destined to join these titles on every brand-builder’s desk: The Dictionary of Brand. The new book—commissioned by Google—is a “relational” glossary containing 500 interconnected terms in brand strategy, advertising, design, innovation, and management. As part of their curriculum to help companies build their brands and connect with global customers, Google BrandLab provides copies of The Dictionary of Brand to every agency and client it collaborates with—a roster that includes companies such as Capital One, Coca-Cola, and Toyota.
Why a dictionary?
Brands are increasingly built by specialists, and specialists can only succeed through collaboration, which depends on a common language. The Dictionary of Brand is the first step in creating a “linguistic foundation”—a set of terms that allow specialists from different disciplines to work together in a larger community of practice. Although many of the terms are widely used by brand specialists, some haven’t yet appeared in other dictionaries. There are no copyright restrictions on republishing any these definitions word for word; all that’s needed is a credit line.
Want a copy, here you go!
As Marty Neumeier says, “Brand is the most powerful business tool since the spreadsheet.” Since we are in the business of helping companies build brand values, we are making The Brand Dictionary—otherwise available only to BrandLab participants—available free online as a SlideShare document. Download your copy of The Brand Dictionary and begin redefining the ways we speak and think about brand experience.
How to write a killer agency creative briefDavid Bell
The document provides tips on how to write an effective agency brief in 3 parts:
1) What makes a great brief including understanding the customer and fueling creative ideas.
2) How to uncover the 4 key creative triggers - the problem, customer insight, compelling message, and how to communicate it.
3) How to give constructive creative feedback by thinking like the customer, focusing on what works, and providing clear guidance for improvements.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Taiwan CPC 2012 Workshop - Using UX Design Principles & Methodologies in Desi...MLD/Mel Lim Design
Aspiration and joyful satisfaction are intrinsic drives. They are the common denominators of all effort, beginning with design and extending to the client and user experience. What is created externally mirrors what is happening internally. To understand the whole requires learning to engage in empathic internal and external communication across cultures, teams, clients, and customers. This “practice” provides validation, adds to ideation, and forges strategies for demonstrating and building value.
Understand how to create great user experience which convert good intentions into action to mainstream sustainable innovations.
Are you a social / impact entrepreneur frustrated 😤 by the lack of real change in climate action and sustainable behaviours?
This is the webinar to understand the attitude - behaviour gap in sustainable consumption and how user experience tools, methods and best practices can contribute to scaling people and planet-friendly behaviours, products and services
SPEAKER:
Marie Geneste is the founder of The C Collective, a new purpose-driven consultancy helping people and planet friendly entrepreneurs scale their innovations through great user experiences.
More information on theccollective.com
UX Antwerp April 2018 - Anticipating the ConversationUX Antwerp Meetup
This document discusses how to build conversations through user experience (UX) design. It emphasizes using stories and storytelling principles to align UX design with business goals and user needs. Stories can help legitimize design choices by framing the user journey as a narrative with the user as the hero and brand as the guide. The document provides examples of UX briefs and recommends tools like service blueprints and business model canvases to understand customers and ensure the design leads to desirable outcomes for both users and the business.
How To Sell Your UX Vision- UX Scotland 2015Jane Guthrie
So you have a killer idea and you are ready to sell through your UX vision. You've got various internal and external stakeholders that you need to get on board. They have varying levels of technical savvy and involvement.
In a world of cross-channel experiences, with an ever-growing number of touchpoints, communicating a vision can be a challenge. In this session, we'll cover the key ingredients you'll need to sell a UX vision. We'll examine ways to craft your UX deliverables so that they tell a story in a way that clearly communicates your vision.
In this presentation, you will learn:
- How to define a UX Vision in five steps
- Why it's crucial to consider and be savvy about politics as part of your process
- How to speak the language of your internal and external audiences
- How to make the best use of numbers and metrics to support your strategy
- The magic of structuring a persuasive presentation
- How and why to adjust the fidelity of your deliverables based on the needs and expectations of your audience
- Techniques and tools to make deliverables that are engaging and memorable
Brad Gerstein discusses how two major trends - explosive growth in mobile usage and adoption of lean UX and agile development processes - are changing the field of user experience design. He advocates for designing mobile-first with a focus on the core experience, limited screens, and one-handed touch interactions. Gerstein also promotes embracing lean UX practices like rapid prototyping, user testing, and iterative design to reduce risks and get products to market faster. The presentation provides an overview of how to implement a lean UX process including research, requirements gathering, information architecture, and prototyping.
Slides Dave Skrobela recently used in his discussion w/ mentees of The Product Mentor.
Synopsis: Storytelling can be a powerful tool for a PM. We’ll take a look at some examples of effective techniques to ensure you’re telling the story you want to tell, whether that is directly in the user experience or supporting the ongoing management of the product.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
http://TheProductMentor.com
UX South West - Engaging clients meaningfully in the process of digital designAlan Colville
Great digital experience happen when we engage clients, not just users, meaningfully in the process of digital design.
This workshop describes techniques, which not only demonstrate the value of UX, but build better client / designer relationships.
Bridge the gaps with Milky Way enterprise maps
You brought together all the stakeholders, you set an ambitious goal to shift your business, and you triggered a significant change process.
But then it fell apart. That reorganisation messed up the responsibilities. The customer insights turned out to be just assumptions. The IT applications were too hard to change, and the regulations were too constraining. And your stakeholders were not that convinced after all. What just happened?
In this session, Annika and Milan will show you a mapping technique for facilitating enterprise-level change by design. Based on an overarching model of Enterprise Design Facets and Elements, a Milky Way map captures the value cycle of the enterprise as a system. If used as a true anchor model, it opens up the conversation on your Enterprise Design: what you can do, where to go next, and what to change to get there.
Key takeaways
How to draw your enterprise on a napkin: learn - how to establish a business geography to facilitate joint wayfinding between stakeholders
Reveal the links: map out how your enterprise pursues its purpose, the capabilities it relies on to deliver, and the experience outcomes it enables for customers and others
Have the right conversations: how to create clarity when developing product strategy, business transformation or investment options, collaboratively and visually
Stories, insights and lessons learned from a variety of engagements at the intersection between business architecture, organisation and experience design
The document provides an overview of how to create, deliver, and market a great digital experience. It discusses understanding user needs through personas and journeys, designing for experiences that balance business objectives and user needs, and using templates, components, and style guides to provide consistency across channels while allowing for flexibility. Key elements that are recommended include wireframes, prototypes, visual designs, style guides, research, and usability testing to refine the digital experience.
This document discusses how entrepreneurs need to adapt their approach in today's business environment. It provides two key lessons: 1) While it is easier than ever to become an entrepreneur, succeeding is actually harder due to abundance saturating the market. Having a good idea is no longer enough. 2) Innovation constantly disrupts business models and dreams, whether a startup or established company. To thrive, entrepreneurs must do more to differentiate themselves. The document introduces the entrepreneur of the future - designers, empathizers and storytellers. It describes a three step program to help entrepreneurs discover their why, design compelling stories, and develop business strategies to convert stories into value.
The document provides details about the agenda for a presentation including sessions, speakers, and topics. Some of the session topics include responsive design, leadership for introverts, scenario-based design, blogging, multi-channel content publishing, volunteering to advance your career, making products interesting, the future of knowledge transfer, using cloud technology, the role of technical writers, managing client expectations, using plain language, HTML5, CSS, mobile outputs, and responsive design. The closing session will include a lightning talk on happiness and well-being and a session on technical writing for FDA-regulated industries.
"Stop making excuses a culture first approach to product centricity" by Jorda...Productized
Many companies understand the value / benefits of becoming a holistic, Design-driven, Product-centric organization
Jordan's PRODUCTIZED presentation outlines a playbook of culture development, helping leaders and teams to identify opportunities to LIVE these principles, to identify opportunities for their application and experience the benefits of their comprehension and use.
The ultimate search of the perfect customer experience By Brian SolisJahia Solutions Group
Are you experienced?
The ultimate search of the perfect customer experience: What is means for brands and how to create them. Presented by Brian Solis.
Brian Solis is a principal analyst at Altimeter Group, a Prophet company. He is also an award-winning author, prominent blogger/writer, and keynote speaker.
A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. His research and his books help executives, and also everyday people, better understand the relationship between the evolution of technology and its impact on business and society and also the role we each play in it. As a result of his work, Solis also helps leading brands, celebrities, and startups develop new digital transformation, culture 2.0, and innovation strategies and that enable businesses to adapt to new connected markets from the inside out.
Lean LaunchPad NYU ITP - Value Proposition, with additional design and enthrography tools for how to talk to customers, observe, and get underneath the obvious pain points.
Why is the marketing world buzzing about “story”? Story is the most effective means of human communication. It’s a sense making mechanism that helps you convey an idea without making your audience burn too many mental calories. This method goes hand-in-hand with Inbound Marketing. In this robust Master class, Clover Carroll will relate how he uses his unique storytelling process to draw an audience into the message being conveyed. You’ll leave this class equipped with practical tips on how to implement the powerful marketing tool of storytelling, including how to use storytelling to increase your brand exposure and create brand authority through the creation of valuable content.
It is time to move Design Thinking to the next level. Companies and design thinkers need not only embrace creativity but also include other design focus areas in the entire process, such as design planning and execution. The workshop will give an overview on the current and next stage of Design thinking, and it will also take a glance on how to go beyond it.
This is an introductory presentation created to explain at a high-level the difference and value Experience Design practitioners can bring to Creative Agencies. (Originally created July 2012).
We at BBH Stockholm are stellar when it comes to designing digital products and services. But actually, the interface is just the tip of the iceberg and a lot happens under the surface before any sketch is drawn or line of code is written.
The service design handbook guides you to the tools and methods of improving customer experiences and leveraging brand value with seamless customer journeys. It shows how we can use customer journey understanding as a tool to empathise and find new opportunities to delight customers. We reveal our recipe for success for creating products and services that are not only desirable, but also make business sense and are feasible from an organisational and technical perspective.
This handbook also goes beyond the hard facts, and takes into account the ecosystem in which these services are built — the organisation. Design thinking, in other words creative problem solving through empathy and experimentation, requires a supportive organisational structure, agile leadership and a culture that encourages entrepreneurship and initiative.
We hope you enjoy reading our handbook as much as we enjoyed compiling it!
--
bbhstockholm.se
Similar to Storytelling For The Web: Integrate Storytelling in your Design Process (20)
If we only could predict the future. We as designers could solve problems, even before people knew they were problems.
In this talk, I will argue that while we cannot predict the future, we do have a few superpowers that help: Empathy and Imagination. If we combine those with proven storytelling techniques, we can make better products and designs, which do not predict — but actually shape — the future.
Quali sono le desiderabili qualità che un designer deve possedere? Quali sono gli atteggiamenti e le abilità del "designer ideale" che vanno aldilà del tempo e dei trends e che possono essere applicate a qualsiasi tipo di progetto di design? Il risultato di questo viaggio mi ha portato ad incontrare una nuova e mitologica figura del mondo del design: "Il Designer senza macchia e senza paura".
Less is more is a fascinating, age-old concept (and the concept upon which minimalist design is based). When applied thoroughly, less is more can generate higher user engagement, better usability, and more aesthetic appeal.
Unfortunately, many designers can’t seem to get it right.
We see so many boring, seamless, and emotionless design products that just don't spark joy. I wonder: what are the ideal attributes for a designer to possess. Those timeless, versatile qualities that work with just about any trend, and can be easily applied to all design fields?
I began a personal crusade to find out. The result was the discovery and definition of a brand-new figure in the world of design.
Meet the Faultless Designer.
For any designer, commercial realities and restraints can be a challenge, so how can we develop and maintain our creativity while delivering for our clients?
In this presentation, I share my personal thoughts and experience of how a sustainable balance between heart and mind is possible if we guide clients into our processes of learning and discovery, and how we can remain motivated, even during long-term projects, and avoid losing your souls in the process.
Gain beautiful insights on how you can harness your passion to boost your creativity and stay productive and how to ‘transform your work into a playground rather than a labour camp’.
Designers have a very unique power, and as Uncle Ben tells us in the original Spiderman movie, with great power comes great responsibility. Using our magic, we are capable of controlling or limiting users’ actions and behaviour, both on a physical and emotional level. The question is: how do we use our skills? Do we deceive our users to achieve some predetermined goal? Do we take advantage of our strengths and knowledge to get what we want from them, no matter the cost?
Persuasive design can be likened to ‘white magic’. It can improve the users’ journey and win us the trust and approval of our target audience, without using black hat design and devious tricks.
Websites used as an example.
Misdirection
http://khenposodargye.org/
https://carlnielsencompetition.com
https://circle.squarespace.com
Illusion
https://kin.movie/#
https://kalpa.parmigiani.com
https://biskitty.com
Mental Forcing
https://maplefromquebec.ca
http://dontbenumb.icrc.org/
https:// beyond-beauty.co
A brand is considered successful when it is desirable, distinctive, and credible in people’s minds. As the famous brand guru, Marty Neumeier, once said: “A brand is a person's gut feeling about a product, service or organization.”
In this session, I shared some great piece of advice that anyone can apply to create a competitive identity. I explored what great brands do to leave their mark on their industry, and finally analysed the essence of branding: develop a bond with your consumers.
Once Upon a Time. How to create visual storytelling on the web.Chiara Aliotta
Have you noticed that these days every brand has a story and every designer is a "storyteller"?
Storytelling is the buzzword of our days. From marketing experts to motivational speakers, everyone tries to entertain and engage people with a story they want to share, retell, or participate in.
What it may look as a new trend, actually is as old as the humankind: storytelling is the primary way we absorb, manage, store, access and communicate information, as well as connect with others.
In a world overloaded of messages and products, the interest in this discipline has grown fast and stories are seen as a way to engage in some sort of decision-making or action in order to create a resolution.
However, building a powerful and memorable story on the web is not easy: it is no about how a medium can help you to communicate your stories but it is about how you can incorporate storytelling in your medium in order to communicate your messages more effectively.
In this talk, following the three-act structure that Aristotle came up with over two thousand years ago (beginning, middle and end), I will introduce some important elements that all stories have – characters, plot, action, emotion – and how we can connect them to leverage all aspects of web design into one beautiful visual story that compels your users to continue scrolling down their pages!
Cheap Wine in Fancy Glasses. How typography evokes emotions and builds stories.Chiara Aliotta
As human being, when we use products, websites and applications we experience complex social and emotional responses.
These responses are not different from the one we experience when we interact with real people.
We are able to perceive -both in people and in things - personality traits and emotional signals, even when this was not
the designer’s intention. This is true even for typefaces.
90% of the design we encounter in our lives is typography. We are continuously exposed to it in our everyday life.
Unwittingly, typography has a great impact on how we act, interact and relate to objects.
It can set the mood, influence decisions and be used to tell stories. You can even perceive personality through typography.
This is why designers will often say that a typeface can express more than it writes.
Before even understanding why, we are attracted to and buy that specific brand of mayonnaise because the typeface
makes it look genuine and fresh. We love an advertising campaign because the typeface used is readable and friendly.
We even trust a brand because their logotype looks luxurious and reliable.
Our decisions can be completely influenced by the way we use typography, altering perception and triggering mental
process that lead to behavior.
Starting from the point of view of Donald Norman, author of the book Emotional Design, and from the book of Aaron Walter,
Designing for Emotion, through practical examples and lively interaction with the audience, I explore how typography
can create emotion, beauty, mood, pleasure, memorability but also frustration and rejection.
As a designer myself I observe the world around me with attention and a critical eye.
But apparently I am not the only one that it is looking for flawless experiences.
I know lot of people that get frustrated with a badly designed product. Most of the time they blame themselves when actually the flaw is in the product they are using.
User experience is not that unknown aspect of designing a product left only to the most forward-thinking companies to master. It is a logic-based process propped on the understanding of how people use and enjoy a product on a daily basis.
As designers we need to think about the way users interact with their product in the field and provide the best possible experience based on the feedback.
Your users expect that the product is not only functional and beautiful, but also able to proactively fulfill their needs. When it doesn’t, you may find that users feel stupid or even worse, cheated. This brings on the anger.
Researchers estimate that by 2020 user experience will overtake price and product as the determining factor in purchasing decisions. So it is about time to understand what UX is and how you can give your customers the best experience ever.
In this funny and colourful presentation I will talk about my personal experience with poorly designed products and how those examples could be applied to improve your design, whether is a website or an application.
The Future of the Web is Printed - Revisited edition for AWWWARDS Conference,...Chiara Aliotta
The document discusses the history and evolution of graphic design and typography from the early 20th century to today. It provides examples from different eras of pioneering design work in areas like layout, images, icons, and typography. These include examples from the 1920s, 1950s, 1960s, 1980s, and 2000s. The document suggests that while media and technology have changed, the basic principles of design have remained important to effective communication over time.
Style guides are a hot topic in web design today. On the web, a project already delivered can now be handled and further developed by new web designers and developers, as a company or project progresses over time. So creating some kind of documentation is crucial in order to maintain a consistent style and prevent parts of the work that were previously done from getting lost. Style guides contains important, fundamental principles that have been helping graphic designers create beautiful messages in print for a long time. Thousands of theories and blog posts on how to pair typefaces or how to use grids have been extensively discussed in many old, fantastic books about print that many young web designers have never heard of. Chiara argues that print design, which is often declared long-dead and forgotten, is today teaching us how to deliver great, functional websites that look consistent on all modern devices. In this talk she will take you on a journey to the ‘Lost CMYK World’. She invites you, the audience, to travel with her, discovering the beauty of ‘traditional’ graphic design as a way to inspire and create new concepts for your next web projects. After this talk you will look at the RGB World with fresh, new eyes.
Storytelling is a great way to present concepts and ideas to your clients. They won't forget them, they will feel emotionally involved and they will be able to easily tell the "story" to other people.
I do believe in the power of storytelling as a way to create interesting content for my audience.
The reasons are briefly presented in these slides.
In viaggio verso Grandi Luoghi (You're off to Great Places)Chiara Aliotta
Where is Joomla going? Which is the best direction to take when you choose Joomla! for you next web project? What does it mean being part of the Joomla! Community?
But also, what's next and what it is going to happen.
And, are you a good Joomla! climber?
In this presentation inspired by Dr. Seuss book, Oh! The places you'll go, I will answer to all those questions and encourage you to take the big decision that will lead you to "join the high fliers who soar to high heights". Of course, only if you are using Joomla! as your travel companion!
Over the past few years, there has been an explosion of brand presence in the online world at the same time that, being on web has become a strategic choice for small companies and their business. The Internet has completely changed the way we communicate brands but also how consumers may perceive it.
From social media to digital advertising, and newsletters to online campaigns, the way to expose a company’s identity has become varied and complex.
We all agree that an easy and simple way to identify a company or a business is by their logo. However, the logo per se does not a brand or identity make.
So, are you sure you know how to communicate your brand or are you ready to commit a crime?
This presentation is inspired by:
The brand gap by Marty Neumeier
Zag by Marty Neumeier
Designing Brand Identity by Alina Wheeler
Wally Olins: the brand handbook by Wally Olins
Fight for the pixel. How designers and developers can work side by side.Chiara Aliotta
Web designers are seen as the creative spirit of the web team. They are aesthetically-oriented, eccentric dreamers. But most of all, as soon as they start to question every little thing that doesn’t make their site look “perfect”, they can be very annoying for developers and programmers to work with.
Working as a web designer can be damn stressful.
They have to design for a medium that changes every day, which is not as reliable as a printed page, and that doesn’t look the same in all browsers.
With all these important aspects to consider, designers also have to come up with colors and graphics that match a company’s values and communicate them consistently. Once they have made all this effort to put all of these elements together on one webpage, their work, which they care about and love so much, goes to the hands of a web developer with the hope that she/he will care about it in the same way.
Sometimes this magic happens, and everybody is happy: developers and designers shake hands, satisfied with their work together.
Sometimes, however, design and development take two different roads, and this is when the balance gets broken and suddenly designers and developers discover themselves as two enemies.
We can get rid of the line between designers and developers if we just think about the fact that there are no beautiful websites without an enjoyable, engaging design and there are no accessible, user-friendly websites without great development.
In this presentation, starting from the point of view of a web designer (me), you will learn about a few things that cause disagreements between designers and developers and how to overcome them in order to create a peaceful, efficient and professional relationship.
We heart it! Evoking emotion through typographyChiara Aliotta
Starting from the point of view of Donald Norman, author of the book Emotional Design, and from the most recent book of Aaron Walter, Designing for Emotion, this presentation will explain how to use typography to trigger emotion and engage your website visitors.
Typography is an essential element in graphic design and communication. Usually it is used to “carry” information so it must have some common-sense characteristics such as high legibility and readability, scalability and appropriateness.
But there is yet another level to explore, where typography can play a big role: evoking and triggering emotions.
We all know about emotions because we experience them every day. Emotions influence the way we make decisions, evaluate risks, solve problems and categorize information.
In advertising and product design, emotions are a really well-known subject. In web design, emotional design has just recently made its way to usability.
After giving you 3 reasons to embrace emotional design, you will learn how to use typography to:
1. Avoid negative experiences with typography that require more attention and effort from users, which leads to unnecessary frustration and dangerous aversion of your site.
2. Create a positive experience and enhance user performance with your website, so that times flies faster!
3. Add personality and character to your website using typography for a more creative and unique experience.
4. Draw attention to specific areas of your site by creating visually appealing layouts and harmony.
5. Be clear and consistent for a more effective message.
6. And finally, encourage people to share their experiences and create long-lasting relationships with users.
All of these subjects will be presented in a very easy and engaging way, with practical examples and tools to solidify the concepts. It is not necessary to have any specific knowledge about design and typography (some basic terms will be introduced during the presentation).
Recommended for web designers, graphic designers and UX designers.
SS26 Environments & Design Peclers Paris Trend BookPeclers Paris
After celebrating the desirability of sufficiency, magical oneirism emerges as a new keystone of creative inspiration. Enhancing reality with a fantastic halo, unbridled imaginary worlds inspire promising futures.
How safety is important in day to day life is shown with the help of crime prevention in environmental design (CPTED) in housing project
we rather design in such a way where there is no need to install the camera's after construction
"Why Hire Selcuk Ozmumcu? Your Project Partner."Selcuk OZMUMCU
The "Why Hire Selcuk Ozmumcu?" presentation is a compelling showcase of my extensive experience and unique qualifications as a design professional. With over 20 years in industrial design and CAD work, I am passionate about creating innovative and functional products that resonate with users. This presentation emphasizes my commitment to human-centered design principles and the application of design thinking methodologies to ensure that every project addresses real user needs.
Structured for engagement, the presentation begins with my innovative design approach, highlighting how I leverage creativity and originality to deliver tailored solutions. It showcases my versatile skill set, which spans diverse industries, including aerospace, automotive, and brand identity. This breadth of expertise enables me to adapt to various project requirements and effectively tackle diverse challenges.
A key focus of the presentation is my proven leadership abilities, drawn from my experience as the former Vice President of Design & Engineering. I emphasize my dedication to fostering collaboration and innovation within teams, as well as my commitment to mentoring the next generation of designers. This aspect not only highlights my leadership skills but also my investment in the growth and development of team members.
Additionally, I discuss my commitment to quality, illustrating how I integrate a thorough understanding of manufacturing considerations and parametric design techniques to optimize production efficiency without compromising on quality. My approach ensures that every project is executed with precision and attention to detail, providing clients with confidence in the outcomes.
The presentation also emphasizes my global expertise, showcasing my ability to collaborate with clients across various industries and regions. My academic background, which includes a full scholarship in Industrial Design and an MBA, has further enhanced my communication and leadership abilities, allowing me to effectively engage with diverse stakeholders. I am adept at navigating cultural nuances and adapting design practices to meet local needs, ensuring that my solutions are relevant and impactful.
Overall, this presentation serves as a powerful tool to demonstrate why I am the ideal partner for any design project. By combining creativity, technical proficiency, and a collaborative spirit, I am dedicated to achieving exceptional results that align with your vision and objectives. Join me in exploring how my skills and experience can contribute to your next project.
"Explore the essentials of graphic design through a comprehensive presentation covering its introduction, scope, key elements, fundamental principles, and essential tools. Gain insights into the artistry and functionality behind compelling visual communication."
Storytelling For The Web: Integrate Storytelling in your Design Process
1. Storytelling
for the Web
Webflow Livestream
June 5, 2024
Integrate storytelling to create
memorable experiences
Chiara Aliotta
Brand Designer and Strategic Storyteller
2. Who in the world am I?
Ah, that's the great puzzle.
Alice in Wonderland, Lewis Carroll
8. Th
e Storytelling Process for Designers
How designers can integrate storytelling in their design process.
Storytelling is a Process
BRIEF
the client
DESIGN
the user
DELIVER
the user + the client
9. The Foundation
First encounter with the client.
Gather all the essential information
to create a comprehensive brief.
Storytelling is a Process
Craft the story’s foundation.
Write down the project’s objectives,
scope, and requirements. It’s like the
plot outline that sets the stage for
everything that follows.
BRIEF
BRIEF
10. 05
THE CONTEXT
The rhythm of the story.
06
THE EMOTIONS
+ TONE OF VOICE
The emotional connection
with the audience.
Th
e Fundamentals
of Storytelling
THE PURPOSE
+ RESOLUTIONS
02
The main reason
behind your story
and your protagonist’s
transformation.
THE AUDIENCE
The main protagonist
of your story.
01
03
THE CHARACTERS
The components that the
user engages with.
04
THE INTERACTIONS
The interfaces that
propel the action.
Storytelling is a Process
11. Tell me about your project!
Who is your brand/project for? Audience: Users
Where do you use it? The Context: Platforms / Medium
What is your project about? The Characters: Product / Brand / Service
Why are you designing it? The Purpose + Resolutions: Mission / Vision
How do users interact with it? The Interactions: Functionalities / Features
How should the user feel? The Emotions Tone of Voice: Emotional connection
+
Storytelling is a Process
15. Building
the Narrative
Start with the user.
Focus on the audience, understanding
their needs, goals, and pain points.
Storytelling is a Process
Map out the user journey
as a story.
Storytelling helps us visualize the users’
journey and how they will interact with
our product.
DESIGN
16. Th
e Structure of a Story
Based on Donald Miller's StoryBrand structure.
Users
What is their
quest?
Who is their
guide?
What plan
did they have?
How would they put
their plan into action?
What did they
achieve?
PROTAGONIST PROBLEM GUIDE PLAN ACTION
SUCCESS
(or failure)
Storytelling is a Process
THE PLOT
17. Th
e Narrative Structure
THE PLOT
SETUP CONFRONTATION RESOLUTION
Based on Aristotle’s three-act structure
INCITING INCIDENT
PLOT POINT 1
MIDPOINT
PLOT POINT 2
CLIMAX
Storytelling is a Process
18. Th
e Narrative Structure for Digital Products
THE PLOT
SETUP CONFRONTATION RESOLUTION
Smart Interface Design Patterns
Storytelling is a Process
Designers
Problem
Vitaly Plan
Actions
Success / Failure
Inciting Incident
Plot Point 1
Midpoint
Plot Point 2
Climax
19. Landing Page for Smart Interface Design Patterns
https://smart-interface-design-patterns.com/
OPENING SCENE
MIDDLE SCENE
End of opening scene
Beginning of middle scene
Storytelling is a Process
20. Landing Page for Smart Interface Design Patterns
https://smart-interface-design-patterns.com/
MIDDLE SCENE
Storytelling is a Process
21. Landing Page for Smart Interface Design Patterns
https://smart-interface-design-patterns.com/
MIDDLE SCENE
End of middle scene
Storytelling is a Process
22. Landing Page for Smart Interface Design Patterns
https://smart-interface-design-patterns.com/
CLOSING SCENE
End of closing scene
Beginning of closing scene
End of middle scene
Storytelling is a Process
23. Present ideas, persuasively.
Storytelling allows us to frame our
concepts in a way that resonates
emotionally, making our proposals more
compelling.
Storytelling is a Process
Connect with the end users.
Creating an emotional connection is
what transforms a good design into a
memorable experience.
Create a lasting
impression
DELIVER
24. MAKE THEM
WANT TO DO
SOMETHING
Th
e Transformative Journey
Understanding the character arc
CHANGE HOW
THEY FEEL
ABOUT SOMETHING
Exploring di
ff
erent aspects of the story
such as characters, challenges, interactions
and emotions.
CHANGE HOW
THEY SEE SOMETHING
THE PROBLEM
Challenges & Desires
RESOLUTION
Solutions & Achievement
Storytelling is a Process
26. The purpose
The why of the story…
Sell or validate a product or service
against others in the market.
To sell
Offer compelling and appealing solutions,
ideas, products, and services that can make
a positive impact on one's life.
To motivate
Present intangible concepts like values
and thinking processes through stories.
To persuade
Storytelling is a Process
27. A Journey of Transformation
Four steps to persuade, “engage” and change “minds” according to Lisa Cron (Story or Die)
MISBELIEF
TRUTH REALISATION
TRANSFORMATION
Inciting Incident
Resolution
Climax
Problem
Storytelling is a Process
28. To persuade the organisation to rebrand
Action Aid Hellas (2021)
MISBELIEF
TRUTH
REALISATION
TRANSFORMATION
Your organisation's communication
style is not distinctive
from that of others.
Our organisation requires
a revised communication
and branding strategy.
We should focus on ways
to distinguish ourselves
from others.
Our approach is unique
and distinct from the rest.
Read the case study: https://tinyurl.com/3fk5mc4n
Storytelling is a Process
29. To motivate investors to fund the product
After App (2021)
MISBELIEF
TRUTH
REALISATION
TRANSFORMATION
What happens if, after departure,
the letter doesn't get executed
or the instructions are unclear?
Our solution comprehensively covers
digital and real-world assets
for complete estate management
and legacy planning.
We should
fi
nd a way
to safeguard our assets.
All my valued possessions
are properly managed
and protected.
Read the case study: https://tinyurl.com/4ust8r97
Storytelling is a Process
31. Forced Connection
Transform the ordinary into extraordinary
THE PROBLEM
SERVICE/PRODUCT
ATTRIBUTES
UNRELATED
ATTRIBUTES
Storytelling is a Process
32. Forced Connection
Smart Interface Design Patterns
users' needs
learning fast,
getting the best lessons
in UX/UI, and hungry for
knowledge.
videos set
a friendly and
informal kitchen
Vitaly’s role
experienced
teacher, UX expert,
guide
tools
real-time examples,
blackboard, notes,
video courses,
and slides
Hungry users Kitchen Chef Recipes
Storytelling is a Process
37. “One of the deep secrets of life is
that all that is really worth the doing
is what we do for others.”
Alice in Wonderland, Lewis Carroll
38. Th
e Narrative Web
Storytelling applied
to UX/UI design
Available on Domestika.org
Th
e Sunday Tales
Subscribe to my my biweekly
newsletter, to receive it in your inbox
every two Sundays!
https://www.domestika.org/en/courses/4898/chiara_10 https://www.untilsunday.it
Online Course
For Beginner UX Designers and Storytellers
Th
e Sunday Tales Newsletter
Tips and Stories for Strategic Storytellers
Storytelling is a Process
39. To be continued…
There is so much more I'd love to
share with you about storytelling!
Please follow me for the latest insights, on:
Instagram: @UntilSundayAgency
LinkedIn: Chiara Aliotta
Medium: chiara-aliotta.medium.com
www.untilsunday.it