Some thought on the paper Spicing
up public journeys – storytelling as a design strategy
As the title suggests, this paper
is about the use of storytelling in service design and, more specifically,
designing urban public experiences. 2 uses for storytelling are described;
gathering and creating stories, and for creating concept ideas.
An example explains how the Ritz
hotel chain use storytelling to communicate the brand philosophy and culture to
all of their hotels through an engaging story. The stories are not specific to
different hotels, rather they convey the brand identity and allow
interpretation by the individual hotels based on their own environment and
context. The stories were communicated by photograph workbooks. This is an
example of creating a story to visually demonstrate to internal staff what the
organisation is about and the image and culture which it wants the user to
experience. The staff are the vehicle for delivering the service and hence play
an important role in the users service experience.
The author explains 3 reasons to
use storytelling in design:
- Collecting stories from the user to gather information and to inspire.
- Using story telling methods such as story boarding to prototype often intangible services.
- Designing touch-points to create user experiences.
Visualising plays a big part in
service design. This is probably because services can be intangible and often
there is no physical product or artifact included in the service. So capturing
user experiences by illustrating them makes the service feel tangible and
evokes emotion which is why storytelling is a great way to prototype services
and design user experiences.
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