Workshop: Storymapping the User Experience

  • 04 Nov 2016
  • 8:30 AM - 12:30 PM
  • Red Hat Annex, 190 E Davie St, Raleigh, NC 27601
  • 0


  • Enabled through Friday, October 28, and then the price goes up $25. Please remember to log in.
  • Enabled through Friday, October 28, and then the price goes up $25. Please note that you can join the Triangle UXPA to instantly qualify for the Member rate.
  • Enabled through Friday, October 28, and then the price goes up $25. Please remember to log in. You must be a member of a sponsor organization and your account must be linked to the sponsorship. Contact your sponsorship administrator or the Triangle UXPA if you should qualify for this special rate.

Registration is closed

Donna Lichaw

Independent consultant from Brooklyn, NY 
The User's Journey: Storymapping Products That People Love (2016)

What does a great experience have in common with a great story? Everything. Translating complex concepts into simple, impactful narratives can help you more effectively imagine and evaluate your products, campaigns, content, and features – before committing to expensive pixels and code. Developing a product with an experience that engages, influences, and inspires can be a daunting task – but the art of crafting a compelling story is easily learned.

In this workshop, you will learn how simple storytelling techniques can transform your next idea, product, campaign, or strategy from good, to great. Whether you are creating something from scratch, or optimizing it for conversion, activation, or engagement, mapping the story first will help you determine how to envision and develop something people not only love to use, but utilize and recommend often.

Learn how to increase first-time and lifetime customer engagement by:

  • Crafting simple, powerful business, product, and customer stories that inspire your target audience
  • Defining and refining your product’s core value proposition
  • Evaluating the product-market fit as it relates to audience engagement
  • Identifying how and why people will discover, use, pay for, and get excited about your product
  • Mapping out strategies to get people to adopt, utilize, and evangelize your product

Workshop format

This workshop will feature a mix of lecture and hands-on group work and activities. Participants will leave having created a three different types of storymaps and can start applying the techniques they learn to their work immediately.


This workshop is for anyone who builds products, services, or campaigns that people engage with: designers, product and project managers, marketers, content strategists, developers, entrepreneurs, and executives have all taken the workshops, reshaped how they build, talk about, and sell products, and immediately applied the methods and techniques to their jobs and workflows.

Past participants:

  • Cisco
  • Clear Channel
  • Conde Nast
  • Consumer Financial Protection Bureau
  • The Economist
  • Paypal
  • Random House
  • Spotify
  • St. Jude Children's Research Hospital
  • Turner Broadcasting
  • Urban Arts Partnership
  • Wall Street Journal
  • Walmart
  • Yahoo!

What They've Said:

  • "Innovative!"
  • "Amazing session"
  • "Personally? I think identifying the story is the FUNDAMENTAL work of the designer. This technique, I feel, will become a CORE SKILL for UX designers."


Breakfast will be available before the workshop begins, approximately from 8:30am-9am.
  • Fluffy Scrambled Eggs
  • Center Cut Bacon & Turkey Links
  • Hash Brown Potatoes
  • Buttermilk Biscuits
  • Sliced Fresh Seasonal Fruits
  • Chilled Orange Juice
  • Fresh Brewed Starbucks Coffee


  • 8:15 Breakfast + Networking
  • 9:00 Introductions + Story Mechanics
  • 9:30 Mapping your story
    • Defining your product
    • Identifying paths to product discovery
    • Mapping the user journey
  • 10:30 Break
  • 10:45 Finding and using your stories
  • 11:30 Case studies and best practices
  • 12:00 Recap and discussion


Red Hat Annex
190 E Davie St
Raleigh, NC 27601

Note: This is NOT the main Red Hat entrance (next to Buku). This is a separate entrance that is between Calavera and Oak City Meatball. You do not need to check in at the Red Hat main entrance first.

The closest parking decks are Blount Street Deck (the top parking symbol) and City Center Deck. Entrances are indicated with the arrows. Both decks cost $2/hour. On-street metered parking is $1/hour. For more parking info, see Downtown Raleigh Parking.

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