Design in Mind: 5 Steps for Telling A Design Story

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How to tell a great a design story

Over the last three years, I’ve worked with a number of designers who have great ideas, but struggle to get colleagues or potential backers to see the power of their vision.  So if you’re a designer, how do you talk about your work effectively without falling back on blueprints or drawings?

The answer, not surprisingly, is pretty straightforward: tell a story.

To help you share compelling design stories, here are “5 Steps for Telling a Design Story.”  Check out our handy infographic, follow these guidelines and you’ll have yet another tool for amazing potential clients or fellow designers.

 

1. Start with Your Values

As designers know, good design starts with values, or core principles.  The first step to articulating your values is to answer the question: What is the experience you want your end user to have of the product?  Are you trying to achieve efficiency of space or economy of motion?  Is the goal to save time or increase the number of clicks on a particular page?  Start with a big idea (i.e. efficiency) and then break it down into its component parts (look, feel, etc).  The clearer you are in answering these questions, the clearer you’ll be in articulating the overall journey, or experience, you’d like a potential reader, listener or user to have of your design.

2. Identify a Moment of Vulnerability

Since there are no shortage of vulnerabilities in the design world, this part is pretty easy.  The challenge here is to try to find a moment where the failure hit a nerve on a personal level.  To do this, identify a moment or experience in which the value you want your design to demonstrate (i.e. efficiency) was absent, and the impact that absence had on you.  For example, if the experience you want people to have is about spatial layout, think about a time when you were jammed against a wall and couldn’t escape, or a time you created a space that had that same effect on someone.

Once you pinpoint the moment, take time to highlight each of the design failings (be specific!), how you reacted (be honest!), and any feelings you experienced, either in the moment or afterwards (make it personal!).

3.  Demonstrate a Shift

After you’ve clearly identified a moment of vulnerability, outline how you responded.  What did you do? Did you have any conversations about this design failing? Again, be specific about these conversations and actions.  For example, after seeing a cabinet that was placed improperly, did you research and discover any trends in cabinet design?  Did you share your experiences with your team?  These moments and conversations will provide context for your listeners about both your solution and the design process.  Many designers gloss over important details out of fear of bogging the audience down, but a detailed description of your response will actually draw people in by making design comprehensible.  Again, be specific!

4. Present Your Solution

After you’ve created context for both the design vulnerability and outlined your response, walk the audience through your solution.  This doesn’t need to be a complex breakdown of the idea (unless you’re speaking to fellow designers who want to hear it), but it does need to address the vulnerability identified in part 2 and the shift in part 3.  Describe how the solution speaks to the initial problem and realizes the design value laid out in part 1.

5. End with a Call to Action

The final part of a good design story is to end with a compelling call to action. Your call to action should articulate what’s possible in this new, well-designed world.  If you’ve already implemented your design solution, tell people what happened afterwards.  Did the industry embrace your ideas?  Did anyone offer praise or feedback?  What became possible for users and designers in this new world?  Did your solution provide secondary benefits that you didn’t initially anticipante?

If you haven’t implemented the solution yet, get people excited about the future and you’ll be amazed at the response.

How’s that for a design hack?

How to tell a great a design story

Put a Stake In It: 5 Tips for Building Tension in Your Stories

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CarrieIn preparation for Halloween last week, I started watching clips of Carrie, the Academy Award-winning horror film by Brian De Palma.  In the movie, Carrie does all sorts of paranormal and frightening things.  But after a few minutes, I started to wonder: What makes the scenes, and the story as a whole, so engaging?

The answer turns out to be really simple: lots of tension.

To help you keep your audience on the edge of their seats, here are “5 Tips for Building Tension in Your Stories.”  You may not win an Academy Award, but you’ll at least never have to watch someone nod off again.

1. Foreshadow Future Events.  Building tension starts shortly after your opening.  Once the audience understands the basics of the story (characters, setting and problem), begin building tension by foreshadowing elements of the story that you intend to address later on.  The easiest way to do this is to introduce a powerful image – in Carrie, it’s a broken mirror – that offers a clue about the events to come.  If your audience suspects that something is awry (i.e. a girl breaks a mirror with her mind), they’ll keep watching.

2. Subvert Expectations.  In order to keep your audience engaged throughout the story, you have to undermine the audience’s expectations and keep them guessing about what’s going to happen next.  Here’s a hypothetical scene: a man and a woman are flirting in the elevator of an apartment building.  The man eventually asks for the woman’s phone number, but the woman refuses.  The man presses her for her number and then all of a sudden a snake comes slithering out of the woman’s shirt.  The man screams and runs from the elevator as soon as the doors open.  Unexpected, right?  All great scenes raise questions about the characters and the situation.

3. Add Comic Relief.  As a storyteller, you can only build so much tension into the narrative before your audience needs a release.  The easiest way to do this in stories is to introduce a secondary character who offers insight into the struggle.  Consider the earlier example of the snake.  Maybe in the next scene of the story we see the woman walking out of the apartment building when a snake slithers out of one of her pant legs.  The doorman sees this happen, but instead of screaming and calling the police, he pulls out a live mouse and proceeds to feed the snake.   Entertaining, right?  Good comic relief can momentarily distract the audience while also reassuring them that the storyteller understands the absurdity or tragedy of the narrative.

4. Introduce Non-Visual Elements.  Powerful images aren’t the only way to keep your audience engaged.  Sound, smell and touch can be just as evocative (think about theme song from “Jaws”).  In Carrie, the sound of locking doors seals the fate of all the students inside while also making the audience curious about what’s going to happen next.  The challenge for storytellers is that most stories operate inside a visual medium (even oral stories “paint a picture” for the listener).  One way to get around this is to use analogies or metaphors.  A good analogy will do wonders.

5. End with the Unexpected.  In all stories, the job of the storyteller is to leave a lasting impression with the audience at the end of the story.  The way to do this is often to introduce a new image or offer a final piece of comic relief.  At the end of Carrie, the audience sees a hand reaching out from beyond the grave to grab Sue, the sole teenage survivor.  The image is chilling and reminds the audience that even though the central problem (Carrie’s revenge) may be resolved, there are other problems that will outlive the story.

Pretty tense, right?

Second That Emotion: 3 Tips for Telling Emotional Stories

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Second That Emotion

A few weeks ago, This American Life (TAL) broadcast an episode entitled “How I Got Into College”, which included a story told by a man in his 30’s about his early life.  In the story, a 13 year-old boy escapes from war-torn Bosnia, only to face violence and isolation at an inner city high school.  One day, the boy’s high school English teacher brings him to an exclusive private school and introduces him to an administrator.  The boy impresses the administrator, is accepted into the private high school, graduates from Harvard and later becomes a professor at the University of Chicago.

Moving story, right? The only problem: the story isn’t entirely true.

To be fair, everyone is guilty of a little exaggeration for dramatic effect.  That bully who beat you up in middle school probably wasn’t 6’7″ tall (unless the bully was Lebron James).  But This American Life’s “too good to be true” story got me thinking: How do you tell a story that’s both honest and heartfelt at the same time?

The answer is actually pretty simple: ground your story in emotion.

To help you tell true tales that will move an audience, here are “3 Tips for Telling Emotional Stories.”  You’ll be amazed what happens.

1. Map Your Emotions.  The first step in telling a good, true tale is to identify how your emotions changed as the events in the story played out.  Did you start out feeling combative and end up feeling collaborative? Were you initially confused before you wound up feeling confident? One trick is to make an emotional flow chart to show your progression.  Your emotional journey will eventually be the journey you’re going to take your audience on, so be as specific as possible.

2.  Show Emotion Through Action.  Stories often fail because the emotional content doesn’t match the physical actions, so once you know the emotions at play, ground your story in what happened.  For example, instead of saying, “I was really sad,” tell us, “I got a text message in midtown and cried until snot was dripping onto the floor of the D train as it pulled into the Broadway-Lafayette station.”  More interesting, right?  The more specific you are about what happened, the more emotional the experience becomes for the audience.

3.  Offer a Moment of Transformation.  Stories aren’t just a series of events – they’re journeys of personal transformation.  To leave your audience moved, all you need is to provide a final moment that shows how far you’ve come.  As I discussed in an earlier post on resolutions, the easiest way to do this is to return to the opening scene.  Maybe you were evicted from your apartment of thirty years after a long fight, only to find an apartment directly across the street?  Bring us full circle and we’ll see the impact directly.

Pretty moving, right?

Breaking Bad Storytelling: 5 Ways to Make Your Story Pop!

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A few years ago, I was flipping channels and came across the AMC show Breaking Bad.  I started watching the first episode and almost fell out of my chair during the opening sequence.  (Yes, it’s that good).  Here’s the scene:

 

Gripping, right?  But how do you capture an audience right away and keep them hanging on when telling your own stories? 

It’s not as tough as you think.

To help you out, here are “5 Ways to Make Your Story Pop!”.  Follow these rules and you may have a genuine Heisenberg on your hands.

1.  Start with a big opening line.  There’s nothing like a great hook to draw attention to your story.  The opening line is important because it reveals something about you as a character (i.e. you run from wild animals) while hinting at the larger problem (imminent death) that you intend to address in the forthcoming story. 

One easy trick is to begin your opening in media res, which roughly translates from Latin to “in the middle of the action.  By starting in the middle of the action, you show the audience the stakes (what the central character stands to gain or lose) and eliminate unnecessary details (back story).  It’ll capture your audience right away.

2.  Know the backstory.  Backstory may not be important for the opening line, but it’s important for the story as a whole.  Your audience needs to understand why you do what you do, so make sure to write down everything that happens before the opening line. 

Once you know the full backstory, you can fill in your audience with everything else.  Just remember to be brief!

3.  Break your story into scenes.  I hear a lot of stories that have this predictable arc: “X happens, then Y happens, then Z happens.”  As interesting as this may be to you, it won’t do much for your audience.  To make your story pop, identify the scenes in the story.  Each scene should reveal something about the characters or raise a question about the larger problem.   The best scenes incorporate both elements.    More interesting already, right?

4.  Keep your narration brief.  Narration is the glue that holds scenes and stories together.  That said, a little bit of glue goes a long way.  Show respect for your audience and tell them only what they need to know.  This part takes practice and patience.  Just remember to be generous with yourself and ruthless with your storytelling.

5.  End with a big closing line.  The last line of the story is your final chance to make an impression on an audience, so make it count.  The way to find a great last line is to look back at your first line, see how your story has addressed the central problem, and show the audience transformation.  Remember how Walter White is driving erratically at the beginning of the Breaking Bad pilot?  

Well, here’s the last sequence (skip to 56:00)

Pretty gripping, right?