We have no problem with ideation of features and forms. But designers don’t like to draw people and have a hard time locking into just one scene to describe their project. Story or Experience ideation is the ability to ideate like a storyboard artist. To use references of people and context to explore an ideal user experience in order to engage an audience quickly. Flip the script on your portfolio piece. Start with an image, photo or a photo bash but tell me the story of the user first. I want to understand the problem or value prop quickly, An audience should not have to work to understand and relate to your project.
We can learn so much from the entertainment industry about story, visuals and getting alignment on the “Why” question . All to often this is left to the later stages of development, to the customer facing media. The team needs story at the forefront to stay focused on a target. A target of users and experiences that anchor the meaning and purpose of the development down.
Product Experience ideation has to include:
Humans…it seems to go without saying but, learn to draw some basic human forms with simple emotional facial expressions.
Experiences…Show context and how your characters are interacting. Show the value of using the product or service.
Product…at this stage I don’t care about the product form or detail. Just that it suggests a new form or use…the real focus is on the experience.
Some quick check list to help:
…Don’t start with sketching, start with words…describe in detail some attributes or even a “STORY” you want to convey.
….Use photo references to prompt for characters and setting details. Use your imagination and observational skills to craft an ideal scene.
….This isn’t illustration or concept art. Draw simplified people with exaggerated expressions. Its the story you want to capture.
….Think about composition and camera position, layer your characters and put your product front and center.
…Don’t show the whole world, just what is needed to tell your story. Crop your sketch and see if it helps with the storytelling. Most of the time it will, we tend to add more than is needed.
….Backgrounds can be distracting. Storyboard artist are great drawing the bare minimum that is needed to tell location or setting …don’t overdo it unless setting details demand it.
….Last, and the hardest , is addressing the action. What is the “Action” in the scene that best tells your story. This comes over time. Are you showing the future, past or in the moment? Comic books say the “action is in the gutter” meaning in the space between panels. Letting the viewer in, to use their imagination to solve a mini visual puzzle…
I hope this helps….keep sketching!
