While many of us seek out the newest and shiniest tools, methods, and processes to build more successful products and services, we often overlook one of the oldest, leanest, most effective tools out there: the structurally sound story. Whether you realize it or not in the moment, you experience everything as if it was a story. The better the story, the more likely you are to want to use a product, continue to use it, pay to use it, and recommend it to others. In this talk, you will see how taking a story first approach to product design and development will help you build more successful websites, software, apps, campaigns, and services that excite your customers, draw them in, incite them to action, and keep them engaged over time.
Through her writing, speaking, and Storymapping Workshop, Donna Lichaw guides startups, non-profits and global brands in optimising their digital products and services by providing them with a simplified way to drive user engagement through impactful storytelling.
She is on the adjunct faculty at the Interaction Design MFA programme at the School of Visual Arts and has taught courses at New York University, Northwestern University, Parsons the New School for Design and General Assembly.