What is interactivity anyway? Beyond Story,Tech & Futurism. Designing Experiences

© Gary Hayes CCO MUVEDesign & Storylabs.us
storylabs.us - gary@personalizemedia.com - muvedesign.com
WHAT IS INTERACTIVITYANYWAY?
DIGITAL CONTENT DEVELOPMENT LAB
SEMINAR

What is
Interactivity
Anyway?
Gary P Hayes

ABOUT YOU & ME
Gary Hayes

Service provider, content producer, strategist, director, web 2.0 ‘generator’
•80s Music Composer, Producer, Lecturer, Photographer
•90s Filmmaker then editor BBC
•95- 04 Senior Producer, BBC Interactive Broadcast & Broadband TV - 8 yrs
•Personal TV / standards - TV-Anytime, MPEG
•05 - Advanced Media Training Lab, LAMP & MultiPlatform Head at AFTRS
•06 - Virtual World, Games Dev, Multiplatform - MUVEDESIGN (& Project Factory)
•11-13 - Exec Producer ABC Multiplatform TV (mobile, web, iview, social tv)
•12 - Playto Training
•02 - 9th Top Blog Media and Marketing Australia - AdAge

playto.com.au

TV cross media adaptations
Live web, radio, real world doco
Some of Gary’s BBC New Media & US Productions 95 - 05
UK Interactive TV
Strategic Navigators
1st UK Broadband TV Doco
US Social TV

ABC Island Deakin Arts Island Thursday’s Fictions
BigPond Telstra US Fortune 100s Melbourne/Cog/AFTRS etc:
Some of Gary’s old Virtual Worlds

REFERENCE OTHER CONTACTS: GARY WEB PRESENCES
SITES
•Incubator dev labs storylabs.us
•Multiplatform training playto.com.au
•Multi User Virtual Environment Design www.muvedesign.com
•Main Media WP Blog www.personalizemedia.com
•Personal creative hub www.garyphayes.com (music/photography)
•JustVirtual VW Blog - www.justvirtual.com
•LAMP archive blog - storylabs.us/lamp
Web 2.0/3.0 Social Networks
• LinkedIn - au.linkedin.com/in/garyphayes/
• Facebook - https://www.facebook.com/garyphayes and garyphayesphotography
• GooglePlus - plus.google.com/+GaryHayes
• YouTube The Icarus Channel - youtube.com/hayesg01
• Flickr Pro Account Photos - ﬂickr.com/photos/garyhayes/
• 500px - 500px.com/GaryPHayes
• Instagram - instagram.com/garyphayes

Speaking for myself the most exciting part of the multi
platform process is when a bunch of aspirational
concepts ﬁnally get married to the reality of delivery -
this is when the ‘service’ is given the Breath of Life - a
baby is born, the prototype, the epoc...
But it can also lead to an early divorce...
FROM IDEA TO PROOF OF NEW LIFE

MY TALK

1 … IS NOT ABOUT THE EVOLUTION OF PLATFORMS…

2 MY TALK IS NOT REALLY ABOUT COOL FUTURE TECH…

Sesame Workshop and the Joan Ganz Cooney Center
so much tech
3 MY TALK IS NOT GROWING DISTRIBUTION OPPORTUNITIES

Call of Duty Servers
4 MY TALK IS NOT ABOUT REALLY NERDY MULTI PLATFORM TECH…

5 NEITHER IS IT ABOUT STORY… OR FRANCHISE TRANSMEDIA…

You have a great story(world)
idea/treatment…?
•Who are your users, what are their
behaviours? Who the hell is it for?
•Why do they need (and think they want)
your interactive ‘product’?
•Where, when & how will they get it?
•What will they DO? What is the CTA?
•Do YOU have clear objectives?
•What is it (the form) called?
IT’S ABOUT YOUR USERS… AND YOU!

or a funding perspective…
•Is your product original?
•Do you have a market?
•Do you ‘understand’ your users?
•Is there a business here?
•Do you have realistic schedule & budget?
•Do you have the right team?

YOU

WHAT IS YOUR INTENTION WITH THIS ‘DIGITAL’ THING?
to tell ‘my’ story
vanity
production
to entertain
an audience
to make
money
to create
something
new
to tell the world
about my culture
to be
different
to give people
great experiences
to change
society
to be
happy
to create
community
to survive

What are you doing it for?
Honesty & Passion
Why are you doing
your project?

There are two
types of stories.
Those told ‘at’ you
and those told
‘with’ you.

What You Must Become (or find as part of your team)
You
Experience
Creator
Architect
User centric
experience
designer
An expansive
story world
builder
Lives &
understands new
platforms
Team leader
Honest about
your goals
Socially
relevant
community
builder

Some Challenges
Marketing vs Story
Cool vs Reach
Vanity vs Franchise
KPI vs Innovation
Your Need vs User Need

Multi Platform Business
& Audience
Transmedia
Storytelling
Multi Platform Service Design
Communities & Distribution
Channels
Multi Platform Design &
Technology
Production
Concept
Development
Where are the real
revenue streams in
networked media?
Can story remain
cohesive if we fragment
it across platforms?
How can we truly engage
users and how do we
measure it?
Is it possible to balance
the needs of community
while retaining control
of the medium?At what point does
technology cease to be a
barrier to mature, stable
production?
Do you have to
be multi skilled
to produce
compelling
networked
media content?
How do we
make non-linear
components a
truly integral
part of the
proposition?
Big Questions For New ‘Experience’ Creators
EXPERIENCE
PRODUCER

•Multi Platform Production Tools and Processes
•Pervasive Locative Games
•Social Media Storytelling & Two Way Web
•User Needs & Audience Targeting
•Social Television & Mixed Media
•Serious Games & Online Documentary
•Augmented Reality and VR evolution
•Monitoring & Measuring the Web
•Alternate Reality Game & Digital Marketing
•Social Virtual Worlds
•Massively Multi Player and other Game Development
•The Transmedia Bible or Documenting Skills
Production skills through deep experience of for example:

Lab Environments...
To devise, document
and present the best
Multi Platform Service
for your User
community based on
your story or property

What is
Interactivity
anyway?
Facebook and Twitter are not the only games in town

What audiences want15 years ago me presenting cross-media inside BBC

Levels of Interaction (or agency)
1 Discrete - just choose content to consume
2 Continuous - above, but also time based, temporal
3 Concrete - above & you are ‘one’ with the ‘interface’
4 Character - above & you’re a character in the ‘experience’
5 Resonant - above, & what you do, changes the ‘service’

http://www.willatworklearning.com/2006/05/people_remember.html
INCORRECT
CORRECT
THE EDGAR DALE CONE OF
EXPERIENCE c. 1946
<< DIRECT PURPOSEFUL EXPERIENCES

engagement
mechanic
is critical
your role is also
as a professional
experience creator
to motivate use
DIRECT
PURPOSEFUL
EXPERIENCES

Engagement mechanic is critical
2.1 Achievements
2.2 Appointments
2.3 Behavioral Momentum
2.4 Blissful Productivity
2.5 Bonuses
2.6 Cascading Information Theory
2.7 Combos
2.8 Community Collaboration
2.9 Countdown
2.10 Discovery
2.11 Epic Meaning
2.12 Free Lunch
2.13 Infinite Gameplay
2.14 Levels
2.15 Loss Aversion
2.16 Lottery
2.17 Ownership
2.18 Points
2.19 Progression
2.20 Quests
2.21 Reward Schedules
2.22 Status
2.23 Urgent Optimism
2.24 Virality
http://gamification.org/wiki/Game_Mechanics
The Gamification process takes long term dedication, careful planning and
the right tools and expertise. Gamification should not be seen as a magic
bullet to increase Engagement.

Simple Example:
Trigger St circa 2005
The reward was being able to
contribute more to the service

User Centric
Experience Design
Behaviour & Persona’s

Tracking Behaviour
The Popes Address
8 years apart

Tracking user behaviour - extremely important

note: Keep an eye on new biz mods - Donation. Twitch.tv

Twitch.tv - founded 2007 as Justin.tv
45 million watch per month, 1 million broadcast
13 billion minutes per month
US streaming services top 6 by volume…
1 Netflix
2 Google
3 Apple
4 Twitch.tv
5 Hulu
6 Amazon

So is tracking where the audience / users
ARE

GOOD GAME ABC - In one year 500 reviews of games on the desktop site
Mobile Behaviour - ABC Good Game app launch April 2012
In the ﬁrst week of the app launch there were over 31 000 reviews!
PERSONALLY BE PART OF THE COMMUNITY. YOU NEED TO BE
THERE TO UNDERSTAND & MEASURE BEHAVIOUR

http://theconnectedset.tv/1402/our-new-project-goes-live-tate-britain-quiztrail/
there are three types of transmedia projects

Image Source: What to Watch, Screen Australia June 2012
Extending a story
across multiple
channels & platforms,
where the experience for
the user should be the
driver of the service
GHayes 2006

You have to be in it, to get it

PERSONALLY BE PART OF THE COMMUNITY. YOU NEED TO BE THERE TO
UNDERSTAND & MEASURE BEHAVIOUR - NOT RELY ON STATS e.g.:
Note: 2012 stats

Twitter and Facebook are not enough? Context!
Q&A twitter is 5 years old next month
Around 40 000 focused tweets per show
Up to 1000 per minute
A special post-budget Q&A on Monday night
saw Joe Hockey inundated with questions.
The mood was incredulous and dismissive to
begin with, and only got angrier from there.
The #qanda hashtag broke records, according
to the ABC, and resulted in servers crashing
and the disappearance of curated tweets from
the TV screen. 80 000 tweets recorded

3 HAVE INTENTION
Develop clear messages & value to the community,
with authenticity & passion, create personas

Beckinﬁeld

L Word Enhanced - Line Prod Gary Hayes
video
Fanisodes “People Powered Entertainment”
Showtime’s ‘L Word’ have allowed viewers (20 000 contributors) to write the episode
Ratings went up by 51%
The site logged 175,000 visits and over 3,000,000 page views.

Most importantly - know them personally?!

"If I'd asked my customers what they wanted, they'd have said a faster horse." Henry Ford
What are persona’s?
Why do we create persona’s?
•Key ‘concept’ decisions are made for the user
and not what you ‘think or guess’ it should be
•It focuses the team on targeting specific users
•Clarity about core items to put your energy &
resources into
•Improves communication with stakeholders
•Project planning is much more streamlined

Building Persona’s
How to create a persona.
•Who - A name, age, work, qualification, company
•Behaviour - A paragraph describing what they do in life, likes, dislikes,
patterns, general need
•Digital World - Define their ‘technical’ environment. Devices, usage
patterns
•Goals - What your project will offer this user

Testing
Persona’s become real in focus tests

Recommendation
Adopt a similar interaction style to
ninemsn music.When you click on a
thumbnail it stops rotating to avoid
confusing users and has an arrow to
clearly indicate the active tab.Also a
clear ‘find out more’ call to action
makes it easy for users to get to more
information.
Issue
The flash slideshow area did not always
interact how users expected it. Some
would click the thumbnail and expect to
go to more detailed page while others
were unsure where to click on the main
image to find out more. Imagery and
copy are vital here to engage with users.
Ninemsn example

Deﬁnition
Deﬁning your Transmedia project - nuts & bolts and what is it exactly?
Mapping it Out
Mapping it out - Functionality and User Experience

WHAT IS INTERACTIVITYANYWAY? Session Structure
As Digital Creatives we are Designing Experiences
1 Experiences that need to identify it’s key users
2 We need to ‘narratively map’ the experience
3 and design it, name it, functionally document it

What do we mean
by multiplatform
content?
everything that is
not TV, cinema,
radio and print?

we need solid planning documentation

TREATMENT.... 4
Tagline.... 4
Back story and context....4
Synopsis4
Plot points..5
Characterisation and attitude..5
Scripts....5
User-centric scenarios 5
TECHNOLOGY SPECIFICATION... 13
Technology platform vision....13
System architecture..13
Underlying magic in the technology...14
Service build infrastructure...14
Device methodology..14
User management15
Content management, back-end and server..15
Coding and builds..15
Quality assurance testing..15
BUSINESS & MARKETING.. 16
Goals....16
Success indicators17
User need.17
Target audience and marketing.17
Business models....18
Projections, budgeting and timelines.18
Production team....19
Status and next steps....20
Copyright, IP & licensing...20
Summary and calls to action.20
FUNCTIONAL SPECIFICATION 6
Multi-platform form6
Rules of engagement.. 7
Platforms and channels.. 7
Service build overview 7
User journey...8
Key events.9
Timelines...9
Interface and branding....9
DESIGN SPECIFICATION... 10
Design aesthetic....10
Branding and design guidelines introduction..10
Storyboard....10
Wireframes...11
Style guide, colour and font specs.12
Media design styles...12
Full assets list...12
Multi Platform Production

Multi Platform Production

iDocumentary
Examples: Interactive Documentary / Serious Game - show me the interaction?
Situated StoryTelling
leading to AR/VR?

Escape from Woomera
Waco Resurrection
Paris Riots (medal of honour)
JFK Reloaded
The Troubles
Example adaptations of Documentary

http://www.persuasivegames.com/
Jetset:A Game for Airports
CASUAL DOCUMENTARIES

http://www.newsgaming.com/games/index12.htm
This is not a game
You can’t win and
you can’t lose
This is a simulation
It has no ending.
It has already begun.
The rules are deadly simple.
You can shoot. Or not.
CASUAL DOCUMENTARIES

Jonathan Harris - I Love Your Work
(lesbian porn in NYC) - 2,202 ten-second
clips taken ﬁve minutes apart
creating scarcity

http://www.trusim.com/
Situated Storytelling

The Witness (drama) - JFK, BigFoot, Paranormal?
video

Handheld Augmented Reality Project
(HARP ) Harvard - San Diego’s School in
the Park Project. Alien Contact Games in
Boston and a Museum Augmented Reality
Game “The Crane” based around a
Chinese folktale, the application tells a
story as it guides young & high school
students around both inside and outside
the museum.

www.museumoflondon.org.uk/streetmuseum.htm

Londinium
Key Roman sites in London will be
brought to life through augmented reality
video which will overlay scenes of
Roman London onto the view today as
seen through your camera. Have a go at
digitally excavating Roman artefacts by
blowing or using your finger to dig and
reveal objects including a leather bikini,
a foot-shaped lamp, and a hoard of gold
coins. An ancient map helps you to
explore the city and uncover what
stands there now

Walking Cinema: Murder on Beacon Hill
http://www.parkmanmurder.com/
Ghostwire on DS Lite

Niantic Labs
The game has been
downloaded over 5
million times in over 200
countries with over
74,000 miles (more than
three times the
circumference of Earth)
walked, run and biked
during the 65 live events
hosted by Google
around the world.

The San
Gabriel Valley
Enlightened
team out on a
mission in
Downtown
Pasadena

AR Revolution
Examples: Augmented & Virtual Reality - on the edge of a revolution?
VR 360 RE-
EMERGENCE?
Examples: Augmented & Virtual Reality - on the edge of a revolution?

Enhancing
Locative / Situated Storytelling / ARGs using
AR (augmented reality)
then
VR (virtual reality)
and
Interface

Interfaces are not just about touch screens -
gestural Leap Motion $70

GARY’S FIVE TECHNICAL TYPES OF AUGMENTED REALITY
1.Surface or Haptic – The most understandable form of ‘reality that is augmented’ would be
screens, floors, walls etc that respond to the touch of people in them providing them with virtual
real time information or collaboration
2.Pattern, Image, Marker, Recognition – The AR system performs simple
pattern recognition on a shape, marker (usually on a framed card in the real world scene) or face
and replaces it with a static or moving element e.g: a 3D model, info, audio, video stream or loop
etc: You view the ‘items’ in the scene with you
3.Outline – This is where your hand, eye or body outline is picked up and seamlessly ‘merged’
with the virtual elements. Simple example where you can pick up a 3D object that doesn’t exist
because the system is tracking your hand outline.
4.Location, Wayfinding, Geo-Location – Based on detailed GPS or
triangulation location & position/view of the camera/device the AR system can overlay information
precisely over buildings or people as you move through real space.
5.Hologram – Using ‘smoke & spinning mirrors’ literally in some cases, virtual or real items are
‘projected’ into the physical space you are in and can be interactive with based on cameras
tracking real world impulses e.g: hand gestures or audio signals
Key Types of Augmented Reality

AR House hunting
Tourist info
Shopping deals - see local inscribe
Twitter in situ
Augmented Reality - The ultimate mashup?
Facial recognition & all online data - Tat recognizer

Are your StoryWorlds advanced enough from ACTUAL reality?

Superficial Augmented Reality?

“In the case of Malaysia Airlines the app displays the cheapest deals on the airline from the user’s nearest airport to
those further afield. What is interesting about the use of augmented reality by an airline is better understood by what
Malaysia has in store further down the line. Officials say the first incarnation of the app (deals) will be developed over
time so passengers can use features related to their booking. For example, a user will be able to switch on the AR
function at an airport and find where the check-in desk is located or the direction of the departure gate, lounge,
baggage claim and other services.”
http://www.tnooz.com/2010/06/23/news/malaysia-airlines-dabbles-in-mobile-augmented-reality-with-deals-and-directions/
IT’S GONNA BE BIG BIZ Some companies approaching real relevancy

Current Augmented Reality?

Sales Augmented Reality?

Utility Glasses Augmented Reality?
ODG Android Smart Glasses - CES this year

Real Time Mapping AR?

Utility Glasses Augmented Reality?
MS Holo Lens

Popular Virtual Reality?
Samsung Gear VR - $249 AUD ships Oz Mar 11

One of the first 360-degree
documentary films ever, investigating
the future of virtual reality.
At IDFA DocLab 2011, photographer
and filmmaker Danfung Dennis
launched his groundbreaking iPad
app Condition One. He returns this
year with a new milestone: the
international premiere of the first
documentary film shot in 360-degree
video and released for the Oculus Rift
virtual reality headset. Zero Point
follows pioneers of virtual reality,
researchers and developers creating
an entirely new digital dimension.
From combat training simulations at
the Department of Defense, to
research labs at Stanford to indie
game developers and hackers, this
immersive video experience brings
viewers into the future of virtual reality.
Zero Point is the first 3D 360 short film created for virtual
reality. Oculus Rift DK-1 or DK-2 is required. Running
time: 15 minutes.

EPOC Prototype
Wrap: Make your project something someone wants to use! and a little on Early
Production Processes

linear cross media worlds

A ‘deep slice’ of the aspired final service
the purpose is to sell the idea, demonstrate it’s USP,
get stakeholders agreement, do persona research,
prove the idea to yourself
EPOC engines (easy to create can be)
Basic slideshow/board - ppt, keynote etc:
Wireframing/storyboard tools - Balsamiq, Omnigraffle, Celtx
Video workflow - simple linear story of the functionality
Website - easy to build, wordpress, dreamweaver etc:
Quick app tools - flash, Xcode,Wildfire (FB)
Game proto tools - unity, 2nd life etc
It is not the equivalent of a pilot which is more akin to a prototype
The need for EPOC

2 min video
first 3 years of LAMP

EPOC Creation Tool Examples
An EPOC can be created on a range of tools or software, even using the final build software, a good developer will
guide you in rapid prototyping choices. Eg:
1. EPOC 1 – A small build in Xcode of simple mobile functionality using the StoryBoard feature
2. EPOC 2 – A small game world or casual game using Unity or using simple tool like Second Life
3. EPOC 3 – Use Flash or Director to create a simple video or animation based navigable slice
4. EPOC 4 - A live website showing the navigation – eg: a WordPress install, branded with your property but
made to look like a variety of other styles of sites
5. EPOC 5 – If you project has AR elements you can create a small marker based demonstration
6. EPOC Video – 30 second taste (but it HAS to demonstrate the key interactive features and not be a clever
montage of the property you have been given). Do not spend all your time producing a complex teaser trailer
without clearly showing functionality.
7. Many others - examples
But it must be close to the final product...

Frame
Forge 3D
Rapid Prototyping Slower High End
Game
Virtual
Worlds
Film
Specific
SPEED OF DEVELOPMENT
FORM
Second
Life
FMOD
(sound)
Unity
Big
World
Aurora
iClone
Inworld
Collaboration
Standa
lone
Antics
Celtx
Multiverse
Maya
XSI
SketchUp
Goldman
(Adobe)
Movie
Storm
ZenCub3
D
HalfLife
3DGame
Studio
Torque
Crytek
Director
Flash
Inscape
jumpcut
Motion
builder
Soundcloud
Vapourware

A World Away from Home

Exercise
Exercise: A small 20-30 minute group challenge

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