How to Find User Insights Through Storytelling

1-Hour Master Class with Whitney Quesenbery, Director at the Center for Civic Design

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Storytelling—the key to unearthing insights in your research data.

In order to understand your users, user research is imperative. However, complexities in user patterns, behaviors, perceptions and motivations often make it challenging to capture the true mindset of your users—and even harder to communicate this true mindset to the rest of your team. That’s where storytelling becomes an incredibly valuable tool.

Stories allow you to shape research data into compelling narratives about your users which your team can then relate to and empathize with. Through stories, you can engage your team in the user journey. Stories can enable your design team to experience problems and emotions through the eyes of your users.

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In this Master Class, Whitney Quesenbery will show you:

How stories help you explore defining moments in the user journey
How you can apply these insights towards better designs
How to use stories as a research analysis tool
How to ask appropriate questions during user research to elicit great insights
How to capture and show the experience through your users’ eyes

This is based on Whitney’s experiences as a theatrical designer, dozens of years as a UX researcher and her work in civic design, where she helps election officials across the United States connect better to the diverse communities that they serve.

Through this Master Class, you’ll learn to apply storytelling as a useful, practical skill which will serve you well both in your design practice and in collaborating with your teammates.

Your Speaker and Industry Expert

Whitney is the co-founder and executive director of the Center for Civic Design. CCD is a nonprofit design and research organization whose motto and mission is that 'democracy is a design problem”. They work with election offices and advocacy groups across the country to improve the voter experience make it easier for more people to participate in elections.

She brings to her work in civic design her UX research fascination with people and an obsession to communicate clearly with her goal of applying user research insights to design products where people matter. She has written three books on the subject, A Web for Everyone, Storytelling for User Experience, and Global UX: Design and Research in a Connected World.

Before she was seduced by a little beige computer into software, usability, and interface design, Whitney was a theatrical lighting designer on and off Broadway. Through all of her work, Whitney helps UX practitioners keep users in mind throughout the creative process.

Follow Whitney on Twitter @whitneyq or LinkedIn.

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Design skills help your team increase sales, retain customers, and improve customer satisfaction. Better customer experiences lead directly to better business results.
Companies that invest in design outperform the S&P 500 Index by 228% (Design Management Institute, Design Value Index).
Design is more than aesthetics. It's how teams make products easier to use, services more efficient, and technology more human. These skills create value across every department.

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