UX and the story circle

In this showcase, we'll explore how storytelling can improve UX design. We'll examine examples of how to integrate storytelling techniques like personas and journey mapping to enhance the overall user experience. Get ready to learn how I used storytelling in my own designs!

Creating 'Magical' User Experiences in UX Design

UX design can often be a complicated process, involving numerous iterations and user testing to create a seamless and intuitive experience for the end user. However, the end result of all this hard work is a product that is easy to use and navigate. It's almost like magic - you click on a button and things happen without a second thought.

This concept of technology as magic is similar to the literary genre of magic realism, in which extraordinary events are woven into everyday stories. As UX designers, we strive to make this kind of magic happen in our designs, turning complex processes into simple, effortless experiences for the user.

Ultimately, the user experience is a story - one that should be easy to follow, engaging, and fulfilling. By incorporating elements of storytelling into our designs, we can create a sense of connection and immersion for the user, making their experience all the more magical.

What's the story of the story?

The story of the story is an important concept in understanding the power of storytelling in UX design. Personal stories and gossip make up a significant portion of our conversations, and we are constantly surrounded and influenced by stories in books, movies, and on social media. These stories have the ability to make us feel a wide range of emotions, from sadness to happiness, and can even inspire us.

It's no surprise then, that people strive to live the best story they can, day in and day out. However, it's important to note that while there may be an infinite amount of stories in human history, they all share a common structure. Understanding this structure can be crucial for designers in creating a compelling and engaging user experience.

In this section, we will delve into the ways in which stories affect us and how understanding their structure can help in crafting a successful user experience. We'll explore how the stories we consume daily, influence our emotions and actions and how utilizing these elements in UX design can enhance the overall user experience.

Using the Story Circle in UX Design

One of the most widely recognized story structures is Joseph Campbell's hero's journey. This narrative template outlines the stages a hero goes through on their quest, including the call to adventure, the journey itself, and the eventual return home.

However, for some, the hero's journey can be a bit too complex. That's where Dan Harmon's story circle comes in. He simplified the hero's journey into a more basic structure, the story circle. The story circle consists of eight steps: a character is in a zone of comfort, they want something, they enter an unfamiliar situation, they adapt to it, they get what they wanted, they pay a heavy price for it, they return to their familiar situation, and they have changed as a result.

This simplified structure can be a useful tool for UX designers in crafting a user experience that follows a clear and compelling narrative arc. By understanding the basic elements of the story circle, designers can create a user journey that guides the user through a clear beginning, middle and end, keeping them engaged and motivated throughout the process.

What is the story circle?

The story circle, as described by Dan Harmon, is a framework that encompasses the universal rhythm of stories. Harmon visualizes this rhythm as a circle, divided into two halves: the upper half representing our comfort zone, where things are controlled and ordered, and the lower half representing the unknown, where chaos and unpredictability reside.

To maintain balance, individuals must step out of their comfort zone and embrace something new. Harmon cites examples such as human evolution and social progress, which are driven by a cycle of life and death. In the case of UX design, designers must navigate the chaos of the unknown in order to create order and create a fulfilling user experience.

According to Harmon, all stories follow this pattern of descent into the unknown and resurrection. This rhythm is set in our subconscious, and by playing the right notes, designers can create an engaging and satisfying user experience for their audience.

Our society, each human mind within it and all of life itself has a rhythm, and when you play in that rhythm, it resonates.

Dan Harmon

When YOU have a NEED , you GO somewhere, SEARCH for it, FIND it, TAKE it, then RETURN and CHANGE things.

The concept of the story circle is a simple yet powerful tool that outlines the structure of every story ever told. It represents the journey a character takes, starting in their comfort zone, venturing out into the unknown, facing challenges, and ultimately returning to their starting point, but with newfound knowledge or understanding.

We can use "The Dark Knight" to illustrate how the story circle applies to the plot of the movie. The main character, Batman, starts in his comfort zone, but is forced to venture out and confront the villain, the Joker. Through this journey, Batman faces challenges, but ultimately returns to his starting point, having gained a deeper understanding of himself and the world around him.

The story circle is a useful tool for understanding how stories work and how to create effective narratives in UX design.

How Does the Story Circle Connect to User Journeys?

The Story Circle is a framework that can be used to map out the user journey, helping to understand what motivates users and how they interact with a product or service. It consists of seven stages:

When a User has a NEED , they GO somewhere, SEARCH for it, FIND it, TAKE it, then RETURN and CHANGE things.

You: Describe the persona.
Need: Identify the user's problem and the trigger that fuels their motivation.
Go: Encourage the user to step out of their comfort zone and try something new.
Search: Help the user navigate through the process of finding the right solution for their problem.
Find: Assist the user in discovering the solution that best fits their needs.
Take: Encourage the user to invest in or utilize the solution they have found.
Return: Help the user integrate the solution into their daily life and continue to see value in it.
Change: Facilitate the user's transition to becoming a more active problem-solver and seeing the product or service as an integral part of their life.

Using the Story Circle in UX Design

Using the Story Circle method, I was able to build a user flow for my product's "notifications" feature by first identifying the user's need for timely updates and information, then guiding them to go and explore the feature by stepping out of their comfort zone.

You - Persona

Appsflyers Protect360 users regularly access the dashboard to detect fraud.

Need - Identify the user's problem

Users have a need to be notified of potential fraud, they find the "Edit Notifications" button.

Go - Try something new

Users are prompted to try something new, an explanation screen about the notifications feature appears.

Search - Looking for the right tool

Users are presented with a screen to set their desired fraud threshold.

Find - Approaching the actual solution

Users find personal value in selecting a threshold that suits their needs.

Take - Invest in the product

Users invest their time by signing up to receive notifications via email.

Return - Profitability increases

Users receive emails alerting them to fraud that has reached their selected threshold and can return to the dashboard for more details.

Change - Use regularly

Users return to the dashboard and see the details of the fraud that reached their threshold, making changes as needed.

Storytelling and UX: A Perfect Match

In conclusion, storytelling and UX design go hand in hand in creating a seamless and engaging user experience.

By utilizing the Story Circle method, designers can understand the user's journey and create a flow that guides them towards their desired outcome. This approach allows for a deeper understanding of the user's motivations and needs, resulting in a design that is tailored to their specific journey. By incorporating storytelling elements, such as a clear protagonist and a narrative structure, designers can create a more engaging and memorable experience for the user.

Overall, the use of storytelling in UX design can lead to a more intuitive, user-centered design that ultimately improves the overall user experience.