Crafting your own FABEL is done by following a certain process. I do this on projects with my clients who wish to improve the engagement of their audiences.
As a business, you will likely know who you would want to target with whatever it is you are offering. You have a rough idea of who your audience is or could be. To reuse the medical app example, your audience would be patients who need to take their medicine at regular intervals over a long-term period to stay healthy.
With that, we determine what the goals are and the goal alignment between the audience and the business. Your goal is to get downloads and users. Their goal is to get reminders to take their medication at the right times. The alignment is that you provide a service they need and their use of it keeps you afloat.
With that, we build or look at your organisation’s audience’s journey flow map, this is how they go through the experience, from A to B and C, similar to a customer journey map.
In my case then, this tends to be by looking at how we can improve engagement. The journey flow map shows the various steps and actions that the audience would take to get from A to B and so on. It looks at where the discovery, onboarding and drop-off points are, and where the points of interest and pain points are.
This is our basis because from here we start to craft our FABEL. The journey map gives us points where actions occur, positive and negative. We can then hypothesise the emotions that occur at these points and what behaviours they underpin that lead to those actions.
As we want to keep our FABELs as straightforward as possible, we want to have the emotions be as basic as possible, therefore I use something akin to the Wheel of Emotion from Robert Plutchik. This uses 8 basic emotions in pairs of opposites.
And just looking at these we assume what the likely emotion is that the audience would experience there and then build on that with behavioural motivations they might have. This then is how we craft a FABEL.
Naturally, this is all hypothetical, based on what we want the audience to do. It cannot take the place of good data. Once you are ‘live’, then continue to refine your FABELs to be ever more accurate with real world information.