{"id":72093,"date":"2019-10-22T04:15:17","date_gmt":"2019-10-22T11:15:17","guid":{"rendered":"http:\/\/www.taterboy.com\/blog\/2019\/10\/great-expectations-using-story-principles-to-anticipate-what-your-user-expects\/"},"modified":"2019-10-22T04:15:17","modified_gmt":"2019-10-22T11:15:17","slug":"great-expectations-using-story-principles-to-anticipate-what-your-user-expects","status":"publish","type":"post","link":"https:\/\/www.taterboy.com\/blog\/2019\/10\/great-expectations-using-story-principles-to-anticipate-what-your-user-expects\/","title":{"rendered":"Great Expectations: Using Story Principles To Anticipate What Your User Expects"},"content":{"rendered":"<link rel=\"canonical\" href=\"https:\/\/www.smashingmagazine.com\/2019\/10\/users-expectations-story-principles\/\"><title>Great Expectations: Using Story Principles To Anticipate What Your User Expects<\/title><\/p>\n<article>\n<header>\n<h1>Great Expectations: Using Story Principles To Anticipate What Your User Expects<\/h1>\n<address>John Rhea<\/address>\n<p>                  <time datetime=\"2019-10-21T13:30:59+02:00\">2019-10-21T13:30:59+02:00<\/time><time datetime=\"2019-10-22T11:10:39+00:00\">2019-10-22T11:10:39+00:00<\/time><\/header>\n<p>Whether it\u2019s in a novel, the latest box office smash, or when Uncle Elmer mistook a potted cactus for a stress ball, we all love stories. There are stories we love, stories we hate, and stories we wish we\u2019d never experienced. Most of the good stories share structure and principles that can help us create consistent website experiences. Experiences that speak to user expectations and guide them to engage with our sites in a way that benefits both of us.<\/p>\n<p>In this article, we\u2019ll pull out and discuss just a few examples of how thinking about your users\u2019 stories can increase user engagement and satisfaction. We\u2019ll look at deus ex machina, ensemble stories, consistency, and cognitive dissonance, all of which center on audience expectations and how your site is meeting those expectations or not.<\/p>\n<p>We can define a story as the process of solving a problem. Heroes have an issue, and they set out on a quest to solve it. Sometimes that\u2019s epic and expansive like the <em>Lord of the Rings<\/em> or <em>Star Wars<\/em> and sometimes it\u2019s small and intimate such as <em>Driving Miss Daisy<\/em> or <em>Rear Window<\/em>. At its core, every story is about heroes who have a problem and what they do to solve it. So too are visits to a website.<\/p>\n<p>The user is the hero, coming to your site because they have a problem. They need to buy a tchotchke, hire an agency or find the video game news they like. Your site can solve that problem and thus play an important role in the user\u2019s story.<\/p>\n<div data-component=\"FeaturePanel\" data-audience=\"non-subscriber\" data-remove=\"true\"><\/div>\n<h3>Deus Ex Machina<\/h3>\n<p>It\u2019s a term meaning \u201cgod from the machine\u201d that goes back to Greek plays \u2014 even though it\u2019s Latin \u2014 when a large, movable scaffolding or \u201cmachine\u201d would bring out an actor playing a god. In the context of story, it\u2019s often used to describe something that comes out of nowhere to solve a problem. It\u2019s like Zeus showing up at the end of a play and killing the villain. It\u2019s not satisfying to the audience. They\u2019ve watched the tension grow between the hero and the villain and feel cheated when Zeus releases the dramatic tension without solving that tension. They watched a journey that didn\u2019t matter because the character they loved did not affect the ending.<\/p>\n<p>The danger of deus ex machina is most visible in content marketing. You hook the audience with content that\u2019s interesting and applicable but then bring your product\/site\/whatever in out of nowhere and drop the mic like you won a rap battle. The audience won\u2019t believe your conclusion because you didn\u2019t journey with them to find the solution.<\/p>\n<p>If, however, the author integrates Zeus into the story from the beginning, Zeus will be part of the story and not a convenient plot device. Your solutions must honor the story that\u2019s come before, the problem and the pain your users have experienced. You can then speak to how your product\/site\/whatever solves that problem and heals that pain.<\/p>\n<p>State Farm recently launched a \u201c<em>Don\u2019t Mess With My Discount!<\/em>\u201d campaign:<\/p>\n<figure><\/figure>\n<p>Kim comes in to talk to a State Farm rep who asks about a Drive Safe and Save discount. First, for the sake of the discount, Kim won\u2019t speed up to make a meeting. Next, she makes herself and her child hold it till they can get home driving the speed limit. Last, in the midst of labor, she won\u2019t let her partner speed up to get them to the hospital. (Don\u2019t mess with a pregnant lady or her discount.) Lastly, it cuts back to Kim and the agent.<\/p>\n<p>State Farm\u2019s branding and their signature red color are strong presences in both bookend scenes with the State Farm representative. By the end, when they give you details about their \u201cDrive Safe and Save\u201d discount you know who State Farm is, how they can help you, and what you need to do to get the discount.<\/p>\n<blockquote>\n<p>\n    <a aria-label=\"Share on Twitter\" href=\"http:\/\/twitter.com\/share?text=It%E2%80%99s%20not%20a%20funny%20story%20that%E2%80%99s%20a%20State%20Farm%20commercial%20in%20disguise,%20but%20a%20State%20Farm%20commercial%20that%E2%80%99s%20funny.%0A&#038;url=https:\/\/smashingmagazine.com%2F2019%2F10%2Fusers-expectations-story-principles%2F\"><br \/>\n      It\u2019s not a funny story that\u2019s a State Farm commercial in disguise, but a State Farm commercial that\u2019s funny.<\/p>\n<p>    <\/a>\n  <\/p>\n<div>\n<div>\n      <span>\u201c<\/span><\/div>\n<\/p><\/div>\n<\/blockquote>\n<p>Throughout the ad, we know State Farm\u2019s motivations and don\u2019t feel duped into liking something whose only goal is to separate us from our money. They set the expectation of this story being an ad in the beginning and support that throughout.<\/p>\n<h4>Another Approach<\/h4>\n<p>Sometimes putting your name upfront in the piece might feel wrong or too self-serving. Another way to get at this is to acknowledge the user\u2019s struggle, the pain the user or customer already feels. If your site doesn\u2019t acknowledge that struggle, then your product\/site\/whatever seems detached from their reality, a deus ex machina. But if your content recognizes the struggle they\u2019ve been through and how your site can solve their problem, the pitch for deeper engagement with your site will be a natural progression of the user\u2019s story. It will be the answer they\u2019ve been searching for all along.<\/p>\n<p>Take this testimonial from Bizzabo:<\/p>\n<figure><a href=\"https:\/\/i0.wp.com\/cloud.netlifyusercontent.com\/assets\/344dbf88-fdf9-42bb-adb4-46f01eedd629\/a0eafc57-dbf0-4ae2-be3d-5c3e2875ac05\/bizzabotestimonial-800.jpg?ssl=1\"><\/p>\n<p>    <img data-recalc-dims=\"1\" decoding=\"async\" srcset=\"http:\/\/www.taterboy.com\/blog\/wp-content\/uploads\/2019\/10\/bizzabotestimonial-800.jpg 400w,\n\t\t\t        https:\/\/res.cloudinary.com\/indysigner\/image\/fetch\/f_auto,q_auto\/w_800\/https:\/\/cloud.netlifyusercontent.com\/assets\/344dbf88-fdf9-42bb-adb4-46f01eedd629\/a0eafc57-dbf0-4ae2-be3d-5c3e2875ac05\/bizzabotestimonial-800.jpg 800w,\n\t\t\t        https:\/\/res.cloudinary.com\/indysigner\/image\/fetch\/f_auto,q_auto\/w_1200\/https:\/\/cloud.netlifyusercontent.com\/assets\/344dbf88-fdf9-42bb-adb4-46f01eedd629\/a0eafc57-dbf0-4ae2-be3d-5c3e2875ac05\/bizzabotestimonial-800.jpg 1200w,\n\t\t\t        https:\/\/res.cloudinary.com\/indysigner\/image\/fetch\/f_auto,q_auto\/w_1600\/https:\/\/cloud.netlifyusercontent.com\/assets\/344dbf88-fdf9-42bb-adb4-46f01eedd629\/a0eafc57-dbf0-4ae2-be3d-5c3e2875ac05\/bizzabotestimonial-800.jpg 1600w,\n\t\t\t        https:\/\/res.cloudinary.com\/indysigner\/image\/fetch\/f_auto,q_auto\/w_2000\/https:\/\/cloud.netlifyusercontent.com\/assets\/344dbf88-fdf9-42bb-adb4-46f01eedd629\/a0eafc57-dbf0-4ae2-be3d-5c3e2875ac05\/bizzabotestimonial-800.jpg 2000w\" src=\"https:\/\/i0.wp.com\/www.taterboy.com\/blog\/wp-content\/uploads\/2019\/10\/bizzabotestimonial-800.jpg?w=900\" sizes=\"100vw\" alt=\"Emily Fullmer, Director of Global Events for Greenbook said, We are now able to focus less on tedious operations, and more on creating a memorable and seamless experience for our attendees.\"><\/a><figcaption>\n      Bizzabo solved a real world problem for Greenbook. (<a href=\"https:\/\/cloud.netlifyusercontent.com\/assets\/344dbf88-fdf9-42bb-adb4-46f01eedd629\/a0eafc57-dbf0-4ae2-be3d-5c3e2875ac05\/bizzabotestimonial-800.jpg\">Large preview<\/a>)<br \/>\n    <\/figcaption><\/figure>\n<p>It shows the user where Greenbook was, i.e. mired in tedious tasks, and how Bizzabo helped them get past tedium to do what Greenbook says they do best: make memorable experiences. Bizzabo doesn\u2019t come out of the woodwork to say \u201cI\u2019m awesome\u201d or solve a problem you never had. They have someone attesting to how Bizzabo solved a real problem that this real customer needed to be fixed. If you\u2019re in the market to solve that problem too, Bizzabo might be the place to look.<\/p>\n<div><\/div>\n<h3>Ensemble Stories<\/h3>\n<p>Some experiences, like some stories, aren\u2019t about a single person. They\u2019re about multiple people. If the story doesn\u2019t give enough attention to each member, that person won\u2019t seem important or like a necessary part of the story. If that person has a role in the ending, we feel cheated or think it\u2019s a deus ex machina event. If any character is left out of a story, it should change the story. It\u2019s the same way with websites. The user is the story\u2019s hero, but she\u2019s rarely the only character. If we ignore the other characters, they won\u2019t feel needed or be interested in our websites.<\/p>\n<p>Sometimes a decision involves multiple people because a single user doesn\u2019t have the authority to decide. For instance, Drupalcon Seattle 2019 has a <a href=\"https:\/\/events.drupal.org\/seattle2019\/convince-your-boss\">\u201cConvince Your Boss\u201d page<\/a>. They showcase the benefits of the conference and provide materials to help you get your boss to agree to send you.<\/p>\n<p>You could also offer a friends-and-family discount that rewards both the sharer and the sharee. (Yes, as of this moment, \u201csharee\u201d is now a word.) Dropbox does this with their sharing program. If you share their service with someone else and they create an account, you get additional storage space.<\/p>\n<figure><a href=\"https:\/\/i0.wp.com\/cloud.netlifyusercontent.com\/assets\/344dbf88-fdf9-42bb-adb4-46f01eedd629\/3223c70d-9f94-4773-b44c-b12c1e6e259e\/dropbox-800.jpg?ssl=1\"><\/p>\n<p>    <img data-recalc-dims=\"1\" decoding=\"async\" srcset=\"http:\/\/www.taterboy.com\/blog\/wp-content\/uploads\/2019\/10\/dropbox-800.jpg 400w,\n\t\t\t        https:\/\/res.cloudinary.com\/indysigner\/image\/fetch\/f_auto,q_auto\/w_800\/https:\/\/cloud.netlifyusercontent.com\/assets\/344dbf88-fdf9-42bb-adb4-46f01eedd629\/3223c70d-9f94-4773-b44c-b12c1e6e259e\/dropbox-800.jpg 800w,\n\t\t\t        https:\/\/res.cloudinary.com\/indysigner\/image\/fetch\/f_auto,q_auto\/w_1200\/https:\/\/cloud.netlifyusercontent.com\/assets\/344dbf88-fdf9-42bb-adb4-46f01eedd629\/3223c70d-9f94-4773-b44c-b12c1e6e259e\/dropbox-800.jpg 1200w,\n\t\t\t        https:\/\/res.cloudinary.com\/indysigner\/image\/fetch\/f_auto,q_auto\/w_1600\/https:\/\/cloud.netlifyusercontent.com\/assets\/344dbf88-fdf9-42bb-adb4-46f01eedd629\/3223c70d-9f94-4773-b44c-b12c1e6e259e\/dropbox-800.jpg 1600w,\n\t\t\t        https:\/\/res.cloudinary.com\/indysigner\/image\/fetch\/f_auto,q_auto\/w_2000\/https:\/\/cloud.netlifyusercontent.com\/assets\/344dbf88-fdf9-42bb-adb4-46f01eedd629\/3223c70d-9f94-4773-b44c-b12c1e6e259e\/dropbox-800.jpg 2000w\" src=\"https:\/\/i0.wp.com\/www.taterboy.com\/blog\/wp-content\/uploads\/2019\/10\/dropbox-800.jpg?w=900\" sizes=\"100vw\" alt=\"Dropbox offers an additional 250 MB of space for every friend you get to join their service.\"><\/a><figcaption>\n      You get extra space, you get extra space, and you get extra space (when you invite a friend). (<a href=\"https:\/\/cloud.netlifyusercontent.com\/assets\/344dbf88-fdf9-42bb-adb4-46f01eedd629\/3223c70d-9f94-4773-b44c-b12c1e6e259e\/dropbox-800.jpg\">Large preview<\/a>)<br \/>\n    <\/figcaption><\/figure>\n<p>But you don\u2019t have to be that explicit about targeting other audiences than the user themselves. In social networks and communities, the audience is both the user and their friends. The site won\u2019t reach a critical mass if you don\u2019t appeal to both. I believe Facebook beat MySpace early on by focusing on the connection between users and thus serving both the user and their friends. MySpace focused on individual expression. To put it another way, Facebook included the user\u2019s friends in their audience while MySpace didn\u2019t.<\/p>\n<h4>Serving Diametrically Opposed Heros<\/h4>\n<p>Many sites that run on ad revenue also have to think about multiple audiences, both the users they serve and the advertisers who want to reach those users. They are equally important in the story, even if their goals are sometimes at odds. If you push one of these audiences to the side, they\u2019ll feel like they don\u2019t matter. When all you care about is ad revenue, users will flee because you\u2019re not speaking to their story any longer or giving them a good experience. If advertisers can\u2019t get good access to the user then they won\u2019t want to pay you for ads and revenue drops off.<\/p>\n<p>Just about any small market newspaper website will show you what happens when you focus only on advertisers\u2019 desires. Newspaper revenue streams have gone so low they have to push ads hard to stay alive. Take, for instance, the major newspaper from my home state of Delaware, the <a href=\"https:\/\/www.delawareonline.com\/\">News Journal<\/a>. The page skips and stutters as ad content loads. Click on any story and you\u2019ll find a short article surrounded by block after block after block of ad content. Ads are paying the bills but with this kind of user experience, I fear it won\u2019t be for long.<\/p>\n<p>Let me be clear that advertisers and users do not have to be diametrically opposed, it\u2019s just difficult to find a balance that pleases both. Sites often lean towards one or the other and risk tipping the scales too far either way. Including the desires of both audiences in your decisions will help you keep that precarious balance.<\/p>\n<p>One way to do both is to have ads conform to the essence of your website, meaning the thing that makes your site different i.e. the \u201ckiller app\u201d or sine qua non of your website. In this way, you get ads that conform to the reason the users are going to the site. Advertisers have to conform to the ad policy, but, if it really hits on the reason users are going to the site, advertisers should get much greater engagement.<\/p>\n<p>On my own site, <a href=\"https:\/\/8wordstories.com\/\">8wordstories.com<\/a>, ads are allowed, but they\u2019re only allowed an image, eight words of copy, and a two-word call to action. Thus when users go to the site to get pithy stories, eight words in length, the advertisements will similarly be pithy and short.<\/p>\n<blockquote>\n<p>\n    <a aria-label=\"Share on Twitter\" href=\"http:\/\/twitter.com\/share?text=Advertisers%20and%20users%20do%20not%20have%20to%20be%20diametrically%20opposed,%20it%E2%80%99s%20just%20difficult%20to%20find%20a%20balance%20that%20pleases%20both.%0A&#038;url=https:\/\/smashingmagazine.com%2F2019%2F10%2Fusers-expectations-story-principles%2F\"><br \/>\n      Advertisers and users do not have to be diametrically opposed, it\u2019s just difficult to find a balance that pleases both.<\/p>\n<p>    <\/a>\n  <\/p>\n<div>\n<div>\n      <span>\u201c<\/span><\/div>\n<\/p><\/div>\n<\/blockquote>\n<div><\/div>\n<h3>Consistency<\/h3>\n<p>The hero doesn\u2019t train as a medieval knight for the first half of the story and then find herself in space for the second half. That drastic shift can make the audience turn on the story for dashing their expectations. They think you did a bait-and-switch, showing them the medieval story they wanted and then switching to a space story they didn\u2019t want.<\/p>\n<p>If you try to hook users with free pie, but you sell tubas, you will get lots of pie lovers and very few tuba lovers. Worse yet is to have the free pie contingent on buying a tuba. The thing they want comes with a commitment or price tag they don\u2019t. This happens a lot with a free e-book when you have to create an account and fill out a lengthy form. For me, that price has often been too high.<\/p>\n<p>Make sure the way you\u2019re hooking the audience is consistent with what you want them to read, do, or buy. If you sell tubas offer a free tuba lesson or polishing cloth. This\u2019ll ensure they want what you provide and they\u2019ll think of you the next time they need to buy a tuba.<\/p>\n<p>That said, it doesn\u2019t mean you can\u2019t offer free pie, but it shouldn\u2019t get them in the door, it should push them over the edge.<\/p>\n<p><a href=\"https:\/\/www.audible.com\/\">Audible<\/a> gives you a thirty-day free trial plus an audio book to keep even if you don\u2019t stay past the trial. They\u2019re giving you a taste of the product. When you say, \u201cI want more.\u201d You know where to get it.<\/p>\n<p>While not offering a freebie, <a href=\"https:\/\/dinnerly.com\/?=limitedoffer\">Dinnerly<\/a> (and most of the other bazillion meal kit delivery companies) offers a big discount on your first few orders, encouraging new customers to try them out. This can be an especially good model for products or services that have fixed costs with enticing new customers.<\/p>\n<figure><a href=\"https:\/\/i0.wp.com\/cloud.netlifyusercontent.com\/assets\/344dbf88-fdf9-42bb-adb4-46f01eedd629\/7c3dd2e5-23a9-40ad-9f0d-d0eae6b4e9c6\/great-expectation-what-your-user-expects.jpg?ssl=1\"><\/p>\n<p>    <img data-recalc-dims=\"1\" decoding=\"async\" srcset=\"http:\/\/www.taterboy.com\/blog\/wp-content\/uploads\/2019\/10\/great-expectation-what-your-user-expects.jpg 400w,\n\t\t\t        https:\/\/res.cloudinary.com\/indysigner\/image\/fetch\/f_auto,q_auto\/w_800\/https:\/\/cloud.netlifyusercontent.com\/assets\/344dbf88-fdf9-42bb-adb4-46f01eedd629\/7c3dd2e5-23a9-40ad-9f0d-d0eae6b4e9c6\/great-expectation-what-your-user-expects.jpg 800w,\n\t\t\t        https:\/\/res.cloudinary.com\/indysigner\/image\/fetch\/f_auto,q_auto\/w_1200\/https:\/\/cloud.netlifyusercontent.com\/assets\/344dbf88-fdf9-42bb-adb4-46f01eedd629\/7c3dd2e5-23a9-40ad-9f0d-d0eae6b4e9c6\/great-expectation-what-your-user-expects.jpg 1200w,\n\t\t\t        https:\/\/res.cloudinary.com\/indysigner\/image\/fetch\/f_auto,q_auto\/w_1600\/https:\/\/cloud.netlifyusercontent.com\/assets\/344dbf88-fdf9-42bb-adb4-46f01eedd629\/7c3dd2e5-23a9-40ad-9f0d-d0eae6b4e9c6\/great-expectation-what-your-user-expects.jpg 1600w,\n\t\t\t        https:\/\/res.cloudinary.com\/indysigner\/image\/fetch\/f_auto,q_auto\/w_2000\/https:\/\/cloud.netlifyusercontent.com\/assets\/344dbf88-fdf9-42bb-adb4-46f01eedd629\/7c3dd2e5-23a9-40ad-9f0d-d0eae6b4e9c6\/great-expectation-what-your-user-expects.jpg 2000w\" src=\"https:\/\/i0.wp.com\/www.taterboy.com\/blog\/wp-content\/uploads\/2019\/10\/great-expectation-what-your-user-expects.jpg?w=900\" sizes=\"100vw\" alt=\"Dinnerly offers a discount on each of your first three meal kits.\"><\/a><figcaption>\n      Hmmm\u2026 maybe they should offer free pie. (<a href=\"https:\/\/cloud.netlifyusercontent.com\/assets\/344dbf88-fdf9-42bb-adb4-46f01eedd629\/7c3dd2e5-23a9-40ad-9f0d-d0eae6b4e9c6\/great-expectation-what-your-user-expects.jpg\">Large preview<\/a>)<br \/>\n    <\/figcaption><\/figure>\n<h3>Cognitive Dissonance<\/h3>\n<p>There\u2019s another danger concerning consistency, but this one\u2019s more subtle. If you\u2019re reading a medieval story and the author says the \u201ctrebuchet launched a rock straight and true, like a spaceship into orbit.\u201d It might be an appropriate allusion for a modern audience, but it\u2019s anachronistic in a medieval story, a cognitive dissonance. Something doesn\u2019t quite make sense or goes against what they know to be true. In the same way, websites that break the flow of their content can alienate their audience without even meaning to (such as statistics that seem unbelievable or are so specific anyone could achieve them).<\/p>\n<blockquote><p>112% of people reading this article are physically attractive.<\/p><\/blockquote>\n<p>(Here\u2019s lookin\u2019 at you, reader.)<\/p>\n<blockquote><p>This article is the number one choice by physicians in Ohio who drive Yugos.<\/p><\/blockquote>\n<p>(Among other questions, why would a European car driving, Ohioan Doctor read a web user experience article?)<\/p>\n<p>These \u201cstatistics\u201d break the flow of the website because they make the user stop and wonder about the website\u2019s reputability. Any time a user is pulled out of the flow of a website, they must decide whether to continue with the website or go watch cat videos.<\/p>\n<p>Recently, I reviewed proposals for a website build at my day job. The developers listed in the proposal gave me pause. One with the title \u201cLead Senior Developer\u201d had seven years of experience. That seemed low for a \u201clead, senior\u201d developer, but possible. The next guy was just a \u201cweb developer\u201d but had twenty years of experience. Even if that\u2019s all correct, their juxtaposition made them look ridiculous. That cognitive dissonance pulled me out of the flow of the proposal and made me question the firm\u2019s abilities.<\/p>\n<p>Similarly poor quality photos, pixelated graphics, unrelated images, tpyos, mispelllings, w<strong>eird boldi<\/strong>ng and anything else that sticks out potato can cause cognitive dissonance and tank a proposal or website (or article). The more often you break the spell of the site, the harder it will be for clients\/users to believe you\/your product\/site\/thing are as good as you say. Those cat videos will win every time because they always meet the \u201clolz\u201d expectation.<\/p>\n<h3>Conclusion<\/h3>\n<p>Users have many expectations when they come to your site. Placing your users in the context of a story helps you understand those expectations and their motivations. You\u2019ll see what they want and expect, but also what they need. Once you know their needs, you can meet those needs. And, if you\u2019ll pardon my sense of humor, you can both \u2026live happily ever after.<\/p>\n<div>\n  <img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.taterboy.com\/blog\/wp-content\/uploads\/2019\/10\/logo-red-15.png?w=900\" alt=\"Smashing Editorial\"><span>(cct, ra, yk, il)<\/span>\n<\/div>\n<\/article>\n<p class=\"wpematico_credit\"><small>Powered by <a href=\"http:\/\/www.wpematico.com\" target=\"_blank\">WPeMatico<\/a><\/small><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Great Expectations: Using Story Principles To Anticipate What Your User Expects Great Expectations: Using Story Principles To Anticipate What Your User Expects John Rhea 2019-10-21T13:30:59+02:002019-10-22T11:10:39+00:00 Whether it\u2019s in a novel, the latest box office smash, or when Uncle Elmer mistook a potted cactus for a stress ball, we all love stories. There are stories we&#8230;<a class=\"moretag\" href=\"https:\/\/www.taterboy.com\/blog\/2019\/10\/great-expectations-using-story-principles-to-anticipate-what-your-user-expects\/\"> Read the full article&#8230;<\/a><\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[15],"tags":[],"class_list":["post-72093","post","type-post","status-publish","format-standard","hentry","category-general-info"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Great Expectations: Using Story Principles To Anticipate What Your User ExpectsGreat Expectations: Using Story Principles To Anticipate What Your User Expects John Rhea 2019-10-21T13:30:59+02:002019-10-22T11:10:39+00:00Whether it\u2019s in a novel, the latest box office smash, or when Uncle Elmer mistook a potted cactus for a stress ball, we all love stories. 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