Product Storytelling: How to Grab the User's Attention

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A story is a form of communication to achieve a mutual understanding of the benefits of a product. In the tech design industry, product storytelling is presenting ideas to clients or stakeholders, explaining the importance of the product in the target user's life. A product design provides solutions to user problems. But how do we create a story about our product that clicks in the client’s mind and turns the story into (a mutual understanding) Ohhhh-I-get-you and let’s-proceed-with-this idea moment! 💡
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In this blog, let’s narrow our example to a mock healthcare app where the users could manage their health needs using the app. Let’s name it the Easy CheckUps app.🏥

1: Research your audience and their problems (The Introduction- The What)

Get to know your audience. For example, the users of the Easy CheckUps app would range between 25 to 35. Some busy young executives could hardly find time to make phone calls to book a medical appointment and get their health check in their hectic schedules. In brief, the app could help them to book their appointment online seamlessly and document their symptoms and medical needs.

Use the information to create your Blurb, a brief introduction towards your product that you will use to present to your client. According to mentor Ruchika Nambiar, a blurb is important to highlight or share a glimpse of the product that you’re going to be presenting . 

“If the What is missing, it makes it difficult to engage with the Why and the How. Get to the What, while you still have their attention” - Ruchika. 

2: Highlight the conflict/plot (The Why)

 For you to attract the attention of your client, including the Big Why. Why should the users use your product? Does it give any type of benefits to their lifestyle? Will the product simplify their life? Will it give a positive impact on their daily activities? If there is no Why, there is no direction and goals in your story to convince your clients. 😮💨

Let's list down the possibilities or reasons why the Easy Checkups app is a must-have app. Why is the Easy CheckUps app a need in the target audience’s life? Firstly, perhaps they could focus on other matters such as their jobs and other life commitments, without worrying about missing health appointments, the latest health news, and other health needs through the app. Secondly, they could save their doctors' health recommendations, and advice into the app as a quick reference, and thirdly, make an easy health reference if they decided to consult a new doctor because all the user’s health medical history is in the app.           

Have empathy towards your users’ problems in your product storytelling.

Ruchika added, hook them in your storytelling. It could be a question that makes them ponder, start with a quote that makes them aspire to an ideal, start with a what-if scenario to trigger their imagination, or with powerful statistics that stir some mixed emotions. Then, add the premise, why is your product is something worth thinking about.

3: Include character and supporting role (The How)

The main character should be your targeted users and the supporting role in your product. Explain how your product could solve your users' problems. Using the Easy Checkups app as an example, the app could reduce the hassle of setting a time aside to make phone calls to reach their medical experts as with the app, they could manage their health appointments in one app that fits with their hectic lifestyles. No more missing appointments, and it helps to remind them when to take their medication on time.

“Highlight the user persona in your story, their pain points, journey maps, empathy maps, that flash out who is on the wheel of the story, what is important to them, what is troubling them, etc. Build a sense of urgency.”- Ruchika.

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‍4: The solution for your user problem (The What & The How)

Present how your product could solve your target audience's problems. For example, how the Easy Checkup app could ease the user's medical needs conveniently. This is the climax of your story. Your audience has followed you through from the beginning, it is time to reveal the purpose of your story, create an impact through your product storytelling.

“A climax is the highlight of your pitch, you can share the climax through demo videos, product reveal, or concept visualizations. Spend the time fleshing out the What of your pitch.”- Ruchika.

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5: Provide closure to your story (The Ending)
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Let’s say you start your hook with a What-If, for example, “What if we could design a mobile app that could connect to the medical resources (such as hospitals, pharmacies, recommended doctors, disease announcement outbreak, etc.) in each country?”

Resolve this hook by asking yourself, “How are you equipped to make that vision into reality? You want to give them a sense of hope and confidence towards your ability in the closure stage. You can answer by letting them know the industries that you are in, the expertise that you have. You can also back it up with your recognitions, awards that you've gotten, or your plan of action by sharing an achievable timeline. ”- Ruchika.

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Feeling more confident on your next product storytelling? 📖🤩

You can watch Ruchika's full seminar on How to Use Storytelling to Make a Better Pitch here and study the Characteristics of Bad Product Design.

Learn more about the art of product storytelling and more by booking a session with our mentors.