Chal

lenge&Sel
ect
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Storyt
ell
ingisapower fultool
thatareappl
icabl
einvari
oussituati
onofourdail
ylif
e,ergoiti
s
thetoolthatIappl
iedalltheti
mes.Asamar ket
ersofashampoocompany ,Ial
way sfacedthe
chall
engesofhowt oattr
actmor ecustomerstotr
yandf al
linlovewit
hournewl aunched
products.Besi
des,Ialsofacedchall
engesofhowt oensurethephenomenaof decreasingbrand
l
oy al
tytowardsourproduct sbei
nghappenedast her
earev ari
etyofchoi
cesforcustomer st
o
choosei nthemarketsnowaday s.

Ichooset oappl ystorytell

ingasi ti
sabl etogetinsightintouser s, bui l
dempat hyandr each
them emot ionally.Ioftencr eatepersonast orepresenttar getuser sandaddconf l
icttostories
thatrefl
ectt heiruserjour neysandpr oblems, Oneoft her easoni st hr oughcr afti
ngstories,we
canbet t
erunder standwhatuser swantf r
om asol uti
on.Goodst oriesal way scaptivate
audiences.I nuserexper i
ence( UX)desi gn,i
fdesignersusest orytellingt hr
oughoutt hedesi gn
processt oensur ethatall workfocusesont heusers’needsandt hev aluethatcompanywantt o
givethoseuser s.Aftercompl et
ingdesignr eseardit
ounder standy ouruser s’needsanddesi res,
youusey ourinsightstot ellastoryaboutwhoy ouruser sar e,whatt heyneedandhowy ou’ll
providethat.Thi sstorymakesi teasyf orev er
yoneinvolvedi nthepr oj ecttoempat hizewi t
ht he
usersandensur ethatthei rworkmat chest hestory,Havingast oryt hr oughouty ourproject
meansmar keti
ngt hedesi gnattheendoft hedesignpr ocessi sal sost rai
ghtforward,asy ou
alr
eadyknowexact l
ywhi chst orytotel
l toshowhowy ourpr oductpr ov i
desv alue.

Appl
icat
ion

Story t
elli
ngi ndir
ect l
yinv olvesemot i
onal br anding.Emot ional brandingi nf acti sthepr act i
ceof
buildingbr andst hatdi rectlyappeal toconsumer s’self,emot i
onal state,needsandaspi rat i
ons.
Thepur poseofemot ional brandi ngist oest abli
shaconnect i
onbet weenconsumer sand
product sbyst i
mul ati
ngconsumeremot ions.Humanneedssud1asl ov e, power ,emot ional
secur it
y, andsel f-sati
sf actionar ebasedonemot ionsint hesubconsci ous, ast hebasi sof
emot i
onal brands, andal lowmar keterst ocr eatesel f-f
ul fill
ingpr opheci esi nconsumerdemand.
Peopl ewantt omeetdemand, andadv ertiser sneedt oi mpl ementt heseneedsi naper manent
cycle.Ourcompanyhasl aunchedanewant i dandr uff
treat mentshampoopr oductl i
nes
thatallowsr ealwoment oshar et hei
rpr oductexper i
encesi n“ BeautyMeAnt iDandr uf fDi ary"
throughv ideosandbl ogwher er ealwomenshar et heirhai rdandr uffst oriesandhownew
product scansav et hem.AYouTube- desi gneddi arychannel attr
actsr eal womenf rom f ashion
blogger s, t
r avelblogger s, makeupar tistsandot herbackgr oundst oshar et heirantidandr uf
f
storieswi t
hus.I tal sohasal inkt obuypr oduct sonl ine.Thechannel alsospur redaFacebook
appt hatwasonceagai ndesi gnedasadi ary.Inaddi t
iont osimi l
arYouTubechannel s, the
Secr etDi aryapppr ovidesmor einformat ionabouthai randpr oducts.Cr eat ingasecr etdi ary,
revealingpr odudsasasol utionandl ettingr ealwomenshar et hei
rant idandr uffsecr etsi s
suppor t
ingt hetwopi llarsoft hespor t.Thi st ypesofst ory t
elli
ngenabl esnewcust omer smor e
will
ingnesst oembar kt heirjour neyonourpr oduct sast her eviewisr eal andhi ghcr edibi li
ty.
I
nsi
ght

Byapplyi
ngt helearni
ngtool,wedesi gnedandt est
edoursol uti
ons.Throughthelearning
processwegott oimproveourpr oduct’
sfuncti
onanddesi gntomeetuser '
sexpectati
on,Itis
throughthi
spr ocesswer eali
zedt hatt
hecustomer sweremor eatt
racttotherevi
ewf rom the
Facebookasi tissharedbynor mal usersbutnotcelebri
tyorinfluencer.Ourmarketing
departmentusedt heresult
soft hisprocesstore»str
ategizeourmar keti
ngcampaign.Mov i
ng
forwardourbusinesswi l
lfocusonhumancent ereddesignt oimproveourproductandser vices.

Appr
oach

Throughappl
yingt hest orytel
li
ngtools,anothert oolsli
kev i
sualizat i
onandmi nd—mappi ng
dir
ectl
yappli
ed.I nordert operform amor eper f
ectr esult
s, l
earningl aunchisanot hert
ool t
hatI
wouldbeconsider edint henextSteps.Oneoft her easonisl earningl aunchisalsoani mportant
toolf
orourbusi ness,Weneedasat eam tor eviewt heinsightgai nedf rom ourfi
rsttwo
l
aunchesandi ncor porat
et hisi
nsightintofuturelaunchdesi gnsast hisist
hemostef f
ecti
v e
andidealwayofappr oachingandi mplement ingsol ut
ionsFut urel aunchdesignsshoul drefl
ect
i
nsightgai
ned, progressmade, andcomecl osert oacompel l
ingsol utionreadyforfull
rollout.