Join Scott Clear for an in-depth discussion in this video Storytelling as a part of design, part of Industrial Design Foundations.
- In this movie, we're going to talk about storytelling, and storytelling that's relevant to industrial design and how you use storytelling to check your design and essentially prototype your design through a narrative. If we look back at a great analogous example from Joseph Campbell's work, The Hero's Journey, Joseph Campbell's world traveler, scholar, and he studied throughout his studies that there are a lot of examples out there and great storytelling fashion that have a repetitive process to it.
And in it, he's always found that there is always a hero in the story, and the hero was always on a journey. And in it, we connected with that, and we're all on a journey. You're on a journey, I'm on a journey, and when we look at the product or the service, it too is also on a journey. So we took that look and we made our own process of how the storytelling can follow his example, but we translate it in the product design and service design. So the first thing we look at, if you see here at the top, it's the first thing that we normally think of when we think of design attraction.
We think of attraction, and that's the look and the feel. That's the part where you start getting attracted to something. And it doesn't mean it's successful at this point, it just means you made it attractive, right? And if you look at the next step, it's the engagement. So the engagement is you've already been attracted to it, now you're engaging. So what might that be today? Engaging might be you're in the retail store and you see something on the shelf and you're engaging with it. Or maybe you're online and you're looking at a product or service online, you're engaging with it.
And so you look at that as a part of your narrative and when you're thinking about the engagement. So after our engagement, we look at our third step, and that third step is the adoption. Typically, we look at that as that's the purchase. That's when you've bought into what it is, and so, again, that's only our third step. It doesn't mean success yet. You've only adopted it by the purchase. So after we look at this, you finalize this third step in your narrative, what is the fourth step? The fourth step is the moment of truth.
The moment of truth is, from your perspective, is it what you promised? Is it what the brand promised, is it what the product or service promised? Did it deliver all the thing that the consumer, in this case, was looking for? Did you hit the performance or the price or the weight or the look, the feel? All these things are part of the moment of truth. And these are all the things we see and hear when we look at maybe a review or feedback or it might be an article and things that we hear back from these products or services, and that's that moment of truth of whether you did what you said you were going to do.
We're not there completely yet, but you're getting close. And so when we look into our fifth and final step, it's going to be the generation of viral demand, and how do we get that? (mumbles) is from a heroic evangelist. The heroic evangelist, in this point, is you. It's the people that see you with the product or service. In today's context, you might see that maybe this is a person that wrote a review on an online service or product that they purchased; they gave it 3 1/2, four, five stars based on that. They became, essentially, the evangelist of that product or service that you then influences you on the earlier stream.
So in this case, we're looking at this as the hero's journey for product and service design. And this is the way you can test it through a narrative before you go in the design implementation. This is a good way for you to find out if your idea is a good idea. If you can go through all these steps and it works out really well and everybody's bought in at this point, this is a good time that you're all bought in and you can move into the implementation side of the design.