You’ve audited your client’s website and compiled performance data. You’ve identified what’s working, what can be improved, and your recommendations for future strategies. But how do you turn that data into a presentation that’s easy to explain and builds trust?Â
Start with stories. Storytelling isn’t just for entertainment. It’s how people make sense of information. That’s what makes it so effective for data presentation.Â
One of the simplest ways to structure that story is the three-act structure. It’s a familiar framework used everywhere, from Aristotle’s Poetics to Star Wars.
What is the three-act structure?
The three-act structure is a simple framework that shows how a story moves from beginning to middle to end. It shows how a protagonist moves from their starting point to a meaningful change.
Applied to data storytelling, it helps you organize your insights, position your client as the main character (the protagonist), and clearly show what happens next.
While similar to the five-point narrative arc, this framework is organized into three manageable sections: what the story is about, what happens when the main character is introduced to conflict, and how that conflict is resolved.
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Act 1: The beginning
This is where the protagonist’s norm and conflict — the issue the main character is meant to face, also known as the antagonist — are established. The protagonist wants something, and the conflict is holding them back from what they want.Â
An event or circumstance occurs that incites the protagonist into action. The background is established, the goals are defined, and the audience is invested in the protagonist’s success.
Act 2: The middleÂ
The story is developed, and tension builds. The protagonist experiences roadblocks caused by the conflict/antagonist that hinder them from their ultimate goal. Conflict arises until it can no longer be ignored, causing a pivotal moment that leads into the final act.
Act 3: The end
The narrative is affected by the change in Act 2, bringing the story to a final showdown between the protagonist and the conflict/antagonist, ultimately resulting in a resolution. The protagonist may find closure or know what path lies ahead (this may set the stage for a sequel).
The three-act structure helps you understand website data on a deeper level. It also prepares the data to be presented to your client in a way that places them at the center of the story.
Using the three-act structure to identify your data’s narrative
Why bother using the three-act structure as a framework for strategy analysis? It builds trust, showing your client that you’re going on a…
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