In innovation, an idea is considered "good" when it has a real and positive impact for our customer and we, as a company, get an economic benefit from it. Are people willing to pay for your idea?
When starting any project, it is vital to know our client
. That is why it is more and more necessary to prior user research before start creating like crazy.
We are right to choose the path of research, but we must be careful. It is as useless to have very little knowledge of our client (poor research) as to have a hyper-saturation of data (excessive documentation)
. In these present times, we will surely succumb to the second option, data indigestion!
Here lies the importance of Story-Hunter
. Before this happens, it is necessary to return to the origin, to the essence of the data: the stories.
When we talk about StoryHunter, we do not think about creating stories or selling concepts. What we want to do is a reflection. We must understand our user existing stories. Therefore, when we carry out the research phase, we must be alert to those stories. We do not care about quantitative data at this stage of the process. We must let our users speak, not use exhaustive "yes" or "no" questions, in contrast, use open questions in qualitative interviews
that will lead us to the why of that story.
Now, once the research phase is over, would you be able to translate all the data you found into stories?
For example, for a tourism project, would you be able to ...?
- A - Explain 3 positive stories.
- B - Explain 3 negative stories.
If you can extract this from your user after the research, you are in a very good way. You have been able to understand and retain the data that matter, in a format that is understandable to anyone: the stories. Thanks to these stories you have discovered at first hand and in a deeper way, the reality of your customer.
Story-Hunter consists of thinking about the story of our character, discover the stories and find out why
. Once we know why, we can develop concepts or value propositions, define the what and all this thanks to Storytelling or Storyboard
that transforms our solutions into stories.
If we see stories instead of data, we will be increasingly humanizing business
; since we are not talking about sales, nor about numbers or metrics, but about something as old and ancestral as stories.
Become data into stories
In the research phase, we must capture the story, whether, after an Interview, Focus, or Field Visit
, we ideally translate the ingredients of that story into a document.
This format helps us to identify the insights and the true reasons clearly
, why our user does "x" actions?
Now we know the true stories of our user/client, we must visualize and build it. It means we need to prototype it. Take the real story, which is now just words, and land them in something tangible thanks to the tools: Storytelling (tell the story) and Storyboard (draw the story)
. Just words can lead to confusion, but creating a prototype will let us visualize and share the same story.
Next step will try to identify points of improvement in that story we have drawn, where can we help or propose a solution?
Finally, we will visualize and tell the improved story. As in the beginning, we must rebuild the user's story, but this time solving the problem we had found, in other words, improving the story.
After the visual prototypes, we have, on the one hand, the real story and on the other hand, the improved and future history. The challenge you face is: what concept, product, or service, comes to your mind to make this future story viable?
That’s another story...