The User's Journey. Donna Lichaw

for example the 1985 feature film, Back to the Future. In the exposition, you meet Marty McFly, who lives in Hill Valley—any suburb USA. His family isn’t very ambitious, but Marty has plans. He’s going to make something of himself. Marty has a friend, Doc—a mad scientist who built a time machine (see Figure 2.4). All very cool.

FIGURE 2.4 In the exposition to Back to the Future, you are introduced to Marty, Doc, and their time machine.

      In a movie like Back to the Future, you’re compelled to empathize with Marty. You don’t have to like him. You just have to understand him, his goals and why he wants to pursue them.

       Inciting Incident or Problem

      The inciting incident is the moment where something changes or goes dramatically wrong in the world of the story. A problem surfaces and gets in the way of the character meeting his big goal. The moment when the hero is thrust into leaving his safe world in order to fix the problem is called the call to action.

      Neuroscientists have shown that when you listen to or watch a story, it’s as if you are experiencing the story in real time. As action rises, your pulse might quicken or your palms get sweaty. Something startles you, and you jump. Stories are not just about looking or listening, they are about being. The inciting incident is the first hook or trigger point in a story that amplifies if and how you identify with the main character, what problems he has, and what he has to go through to fix that problem and meet his goal. It’s what gets you hooked. When the main character is called to action, it’s as if you, the viewer, are called to action. Your brain starts working in overdrive to figure out what will happen next and how the hero will right the wrong.

      In Back to the Future, the excitement of a time machine doesn’t last long; militants shoot Doc in a parking lot in an attempt to retrieve plutonium that he stole from them (see Figure 2.5). Not good. In an attempt to escape, Marty ends up driving the time machine to 1955 and then finds out that he can’t get home. That’s a problem—a meaty enough problem to name the movie after. Marty’s call to action is simple: to get back to the future.

FIGURE 2.5 Inciting incident: this is the point in Back to the Future where the story kickstarts into action.

       Rising Action

      After the problem surfaces in the inciting incident, the protagonist of the story goes on a journey to right that wrong. We spend the rest of the story not just seeing how it all pans out, but also feeling how it pans out. A good story escalates during the rising action, creating new tensions and conflicts that help move the story forward. As the story builds, the audience’s anticipation and excitement builds simultaneously.

      During the rising action of any good story, there is also plenty of conflict to keep the audience engaged. Without conflict, endings come too easily, and the audience is unconvinced or bored or both.

      In this sense, humans are easy—because to keep them engaged, you save the best for last.

      In Back to the Future, Marty sets out to find 1955 Doc. They try to get Marty home. But they can’t solve the problem, or the movie would end. So things get weird. Marty meets the younger version of his mom. His mom has a crush on him (see Figure 2.6). Marty meets his dad’s nemesis, Biff. Biff becomes Marty’s nemesis. Things get tense. And more tense. And as a result, more engaging. We become more and more invested in how Marty will get back to the future, scene by scene.

FIGURE 2.6 In this scene, Marty starts to realize that his mom is taking an interest in him and his Calvin Kleins.

       Crisis

      The story culminates at the point (or series of points) of maximum conflict—the crisis. It’s the point of no return. Nothing the hero has done has worked, and he is further from the goal than ever. The story either has to right itself or end in tragedy. If the story ends with neither, then it’s a cliffhanger and is incomplete. At this point, the main character has gotten so far and is so close to meeting his goal that it’s impossible to just give up. Defeat or success is the only option.

      In Back to the Future, the crisis starts when Marty is close to figuring out how to get back to the future. But because his mom falls in love with him instead of falling for his father, there is the chance that he will never be born in the future. Because he might never be born, Marty begins to disappear (see Figure 2.7). The only way to get over this hurdle is to make sure that his parents end up together. But how? And then what? Once he overcomes this obstacle, he still has to figure out how to get home. How will this all play out, you wonder, as you are now totally invested in the outcome of the story.

       FIGURE 2.7 Marty starts to disappear while he’s on stage at a school dance. Will he or won’t he get his parents together so that he can live? Suspense!

       Climax or Resolution

      Just as it sounds, the climax occurs at the top of the story arc. It’s the most important part of the story. It’s the high point. The final showdown. This is the point at which the hero’s fate and the direction of the story are determined. As such, it is also the most exciting part of the story. It’s the point at which all of that tension and will he or won’t he from earlier scenes culminates in you jumping out of your seat, cheering, laughing, feeling satisfied that you solved the mystery before the main character, or simply smiling because well…that was awesome.

      Climax is why you are glad that you tuned in and stayed tuned in.

      Sometimes, this point is also called the resolution, which occurs when the main problem from the inciting incident and the hurdle from the crisis are resolved. Problems and hurdles are either resolved or they’re not, and you’re left with that tragedy or cliffhanger.

      In Back to the Future, the climax begins when Marty’s parents kiss at the high school dance. At the very least, this means that he can finish playing his song on the guitar. Excellent.

      But wait!

      There’s more!

      There’s a clock tower and lightning (see Figure 2.8). The underlying problem still needs to be solved: Marty needs to figure out how to get home. In a bolt of lightning, boom, Marty gets catapulted back to the future. Even more excellent.

FIGURE 2.8 Climax and resolution in Back to the Future. Doc figures out how to get Marty home by harnessing lightning to power the time machine from atop a clock tower.

      Think