Published on March 8, 2014
STORY ENGINE GLOBAL SERVICE JAM TAMPERE 2014 STORY BASED SERVICE DESIGN FOR BETTER CUSTOMER EXPERIENCES? Anne Kalliomäki - www.tarinakone.fi/en
STORY TURNS A SERVICE INTO AN EXPERIENCE er b y ed h er ca re A n n e st a rt st ri p s to m ic ). re a d in g co st y (a ge d 6 g ie s in th e p ig Anne is Tarinakone! a c r e a te d o o l A n n e n c e , to h ig h s c h a In rm . la r p e r fo s p e c ta c u b o u g h t a h e r r in g ence. ic h s h e wh 10 p in g c o s t The herr ). Ann e stu died aud iovi sua l ( a g e d 17 mar ket ing and tur ned into a . bus ine ss gra dua te (ag ed 20) Anne invent ed enchan ting stories from the town names on road signs (aged 9). to detour took a ! A n n e s t u d ie d s o m e Oops e h e lp d and E n g la n it in g , w it h t h 4 ) . wr ed 2 s c r ip t ar y (ag d ic t io n of a ki and t to H e ls in A n n e w e n s e r io u s T V, lo n g e made som s , fo r Y L E s h o r t f il m 3 , S u b T V and 2, MT V T V1 and known as V 4 (a ls o and T s ”) . n in g Ye a r “T h e L e a r An ne ha d ma de sp ee dy pr og re ss, bu t th e sp ar k for tel lin g sto rie s co mp ell ed he r to mo ve on (a ge d 29 ). Anne en tered th e depth of the o s ld F in la yson co fa c t o r y, tton and eme rg fo u r y e a rs as a m ed af ter produce e d ia r ( a ge d 26). Anne left the lights of Helsinki, went to the forest but ended up in Jyväskylä (aged 30). r media rted he nne sta LE TV2, A at Y career he clapper & . pped t cla ged 21) offee (a made c Ann e of Jy got into hott väskylä the Uni v e t crea st phen o resea ersity ome r tive na in ch the writ ing ( aged 31). co up le of A nn e re ad a on e of w hi ch bo ok s, nc e w as ”E xp er ie W or k Is Ec on om y Ev er y Th ea tr e an d a St ag e” . B us in es s Is Anne found the red thread and decided to storify services into experiences. It was the year 2008 (aged 32). Now Anne is Tarinakone: a story designer and trainer. If you want to give your clients experiences with emotion, Anne is your story partner. THE END IS ALWAYS A NEW BEGINNING. SO, WOULD YOU LIKE TO HAVE A ONCE UPON A TIME...?
STORY IS LIKE A RED THREAD BEGIN, MIDDLE, END STORYLINE TO FOLLOW
STORY IN CUSTOMER´S PATH It is important to bind the various elements of the product into a coherent story to make the experience catching and a9rac:ve. At its simplest, the use of a story helps in jus:fying to the client what is done and in which order. LEO: www.leoﬁnland.ﬁ
WHAT IF SERVICE EXPERIENCE WAS A JAM? WHAT KIND OF JAM WOULD IT BE? A BLUEBERRY? STRAWBERRY? JAM WITH HONEY? JAM WITH SALMIAKKI/SALTY LIQUORICE?
USE DRAMA STRUCTURE Picture from: http://elokuvantaju.uiah.ﬁ/english/english.jsp
STORY TREE – ROOTS ASK THE QUESTION WHY?
CUSTOMER AND SERVICES/PRODUCTS TRUNK OF THE TREE CUSTOMER BESIDE CUSTOMER PRODUCTS AND SERVICES
BRANCHES – STORY ELEMENTS DO TO MIND MAP! USE HEARTSTORM NOT SO MUCH BRAINSTORM! (Rolf Jensen ”Heartstorm”)
STORY IDENTITY - MANUAL CORE STORY CHARACTERS BASIC GUIDELINES FOR STORY DESIGN MAIN MESSAGE TIME FRAME MAIN THEMES
CUSTOMER´S JOURNEY AS A STORY
STORY MAKES A FEELING & MEANING Check out also my pecha kucha at: http://www.slideshare.net/tarinakone/ tarinakones-anne-kalliomki-pechakucha-aboutstory-based-service-design-storiﬁcationﬁnland-2013
13/20 20 17 10 11 12 13 14 15 16 18 19 4 7 9 0 1 2 3 5 6 8 STORY DESIGN LEADS TO SUCCESS MORE INFO FROM WWW.TARINAKONE.FI/EN anne@tarinakone.ﬁ
Global Service Jam Tampere. 185 likes. Just 48 hours to design a new service! ... March 24, 2014 ·
Tampere Global Service Jam. This story ... design methods, ethnography and storytelling ... from Tarinakone told us, storytelling can ...
Tampere Global Service Jam. This story begins ... from Tarinakone told us, storytelling can be ... Sitras’s Service Design competition on March 3, 2014.