Page 179 - The Design Thinking Playbook

EXPERT TIP

Digital storytelling

Well-thought-out digital storytelling is becoming more and more important. After all, we use different
digital tools every day and consume a correspondingly high amount of digital words. Digital storytelling Mindset
gives us the opportunity to represent our company perspectives in more detail and use emotions in order to Digital storytelling:
get more attention.
Storytelling consists of two words: “story” and “telling”—content and performance. We know traditional 1
storytelling with a narrator, who performs in front of his audience. Nonverbal reactions help the narrator Keep your story or message
to assess how well the listeners are following him, so he can react spontaneously. The digital world has short!
none of these nonverbal reactions. We must use other tools to establish empathy with a digital potential
audience. 2
Make sure the content of
There is a broad range of media we can use, from multimedia films to audio broadcasts all the way to your story is linear and the
webinars. To select the right content and media, it is important to develop a deep understanding of the target narrative is clear.
group. We recommend creating so-called buyer personas and getting information from potential customers:
3
• Why buy from us? Show, don’t tell!
• How do customers find us? Use images to give the story
• What questions are we asked during the sales process? more content!
• What motivated the customers to search for a solution?

Because all of us are addressed on multiple levels, emotional and intellectual elements associated with
our brand are equally important. It helps in this context to flesh out the storytelling with data and facts. We
also have the option of encouraging our users to generate content.
Lego provides an intriguing example of a digital story:

Problem: Lend a new profile to an old children’s toy
Campaign: 90-minute “Lego film”
Agency: Warner Bros., Hollywood, CA
Solution: A good movie for young and old with the message that we are imaginative
builders at any age.

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