Trip ODell
Product • Strategy • User Experience
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World Usability Congress 2019

Design and Darkmatter, Connecting Storytelling with Business Outcomes

Service design is about all the invisible aspects of a brand or product experience, but designers are frequently tasked with only the superficial parts of a customer problem. How do we break out of a pixel-perfect box?

This talk focuses on the role of storytelling, and new ways to enroll stakeholders into that process as a way of helping them understand that the most important consideration in design is context, and how the most important design decisions are usually invisible and hard to detect.

Design and Darkmatter, Connecting Storytelling with Business Outcomes

This talk was held on the World Usability Congress 2019. For more info check https://www.worldusabilitycongress.com -- Title: Design and Dark Matter, how to connect storytelling and business outcomes Speaker: Trip O'Dell Key Learnings: How to Inject design into business strategy conversations with the appropriate tools and artifacts.


Service design is about all the invisible aspects of a brand or product experience, but designers are frequently tasked with only the superficial parts of a customer problem. How do we break out of a pixel-perfect box?
This talk focuses on the role of storytelling, and new ways to enroll stakeholders into that process as a way of helping them understand that the most important consideration in design is context, and how the most important design decisions are usually invisible and hard to detect.