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The User's Journey: Storymapping Products That People Love Paperback – March 22, 2016
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Lichaw delivers a creative, common-sense design method that simply works, no experience necessary. This book belongs on every experience designer s desk. --Kristina Halvorson, Author, Content Strategy
You’ve heard the term storymapping before. In this detailed, tactical, and delightfully illustrated book, Donna Lichaw takes a different spin on how to bring the story of your product to life. Drawing from her days as a screenwriter, Lichaw deconstructs products into the stories they tell their users. Citing example after example from popular digital tools, Lichaw clearly illustrates how to bring the customer through various points of engagement, highs, lows and finally moments of delight. And how to do it using only Post-its and markers. If you re working through customer journeys, experience mapping, and other ways to coalesce your team around your product s story, The User’s Journey offers a fun, interactive way to build that narrative collaboratively to achieve great results. --Jeff Gothelf, Author, Lean UX
No one knows how to apply storytelling to designing compelling, successful products better than Donna Lichaw. The User’s Journey should be dog-eared, highlighted, and shared with everyone on the product management, design, commercial, and even development teams to know why and how story is critical to create innovative, useful, delightful products. --Chris Avore, Global Head of Product Design, Nasdaq
About the Author
Donna Lichaw guides startups, non-profits, and global brands in optimizing their digital products and services by providing them with a simplified way to drive user engagement through impactful storytelling. As a consultant, speaker, writer, and educator, she utilizes a 'story first' approach to help teams define their value proposition, transform their thinking, and better engage with their core customers. Recognized as a thought leader in storytelling and customer engagement strategies, she has presented as a keynote speaker at design and technology conferences in the US, Canada and Europe, and taught courses at New York University, Northwestern University, The School of Visual Arts, and Parsons the New School for Design. You can find her on the web at donnalichaw.com and on twitter @dlichaw.
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I have found this book helpful in learning the importance of a narrative. When we speak, when we present to a client, or when we write a proposal, having a story with a strong narrative makes it a more memorable experience than just presenting cold hard facts.
While the synopsis on Amazon presents this as a book for product designers, The User’s Journey actually takes an approach to teaching its methods that’s not as esoteric as one might think. In fact, The User’s Journey can be applied to a much broader audience. Whether you’re a writer, a business owner, a designer, a consultant, a strategist, a teacher, or just someone who has to make a presentation, there are many different ways of applying what Lichaw has to share in her book.
You may have the most ingenious idea, the best research, the best service, or the best product, but without presenting a strong narrative and a story people can remember and relate to, your efforts may be overlooked.