UX writing: The hero’s (aka the users) journey
How stories help create a better user experience.
Beginning. Middle. End. The framework that all stories follow. Simple yet effective.
Stories have the ability to connect with us in a way that hard facts and statistics cannot. Stories appeal to our human nature through a series of actions and events building on our emotional experience. Helping us create stronger relationships.
So how can stories help the user experience?
Well, that’s a great question.
When a UX designer is working on user flows, they are trying to solve a problem? And the idea of using stories in UX is to weave a narrative around that problem, making it resonate with the end-user.
“Every great design begins with a story.” — Lorinda Mamo, Designer
The user is your hero
Joseph Campbell, an American professor of literature, was best known for his work around the hero’s journey.
The hero goes from the ordinary day and into the realms of the supernatural wonders. Where they’ll encounter some supernatural force. Ending up in some sort of victory?
Now, in the user journey, the user experiences a similar path — although less adventurous. And hopefully, not encountering anything supernatural.
The user goes through the realms of the ordinary day, to find a product that solves a problem they’re experiencing. Once found, your product will guide them through their journey. Ending up with the user making a purchase.
Same, same. But different
So you can see, both the hero and the user journey are the same.
Both will:
- Have a call for adventure
- Meet a mentor — in a user journey, your content is the mentor
- Encounter some sort of obstacle
- Be victorious
But what’s the story arc?
All stories have an arc. And a convincing story with a strong beginning, middle and an end will attract the user’s attention.
- The beginning
The beginning of your product story is to set the scene. What’s the hook that will draw your user in? How will your story create awareness so that your brand/product stands out? You want your product to be considered as a strong contender in a sea of noise. - The middle
Okay, so the user has found you and established you as a brand with a product that can help solve their problem. The user has risen to the quest. Huzzah. And now they’ve come to your site to validate your authenticity as a brand. So how’s your product story going to get them to act in the way you desire? - The end
Success. The user has purchased your product. A win for you and the user. But does your story end there? No. A new story starts. And now your story has developed to help your user to get set up so that they become brand advocates. And share their story.
Address your users needs
While on their journey, your user is accompanied by information, compassion and reassurance. These are the core user needs that your story needs to address, while they’re on their quest.
Take Dorothy from The Wizard of Oz, for example. In the story, Dorothy, the hero is accompanied by
- The Scarecrow — Who’s after a brain, provide information
- The Tin Man — Who’s after a heart, provides compassion
- The Cowardly Lion — Who’s after courage, provides reassurance
Throughout your product journey, your story needs to provide the user
with:
- Information and logic that the user is seeking
- Compassion and empathy to trigger a positive emotional response
- Reassurance and safety making the user feel safe and you a trusted brand
Stories have the power to make us feel empathetic. We experience a wave of emotions when told a story. As Muriel Rukeyser said
“The universe is made up of stories, not atoms.”
And if you want your users to do what you need them to do tell them a story that resonates with them.
