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OLD TOOLS NEW TOOLS
experience design
!
OLD TOOLS NEW TOOLS
Andrea Philips HENRY JENKINS NUNO BERNARDO ROBERT PRATTEN
NUNO BERNARDO ROBERT MCKEE CHRISTOPHER BOO...
• David Trottier’s High Concept
• ‘what if?’ premise... core of pitch
• familiar... with a twist
• a great, original idea ...
siobhanoflynn.com @sioflynn
Or a fantastic story world
we can see the traction of immersive storyworlds
multiplescreens
WHICH IS FIRST SCREEN?
Context is now
Transmedia experiences can lead audiences across platforms
Create new opportunities for engagement & consumption
Context i...
multiple points of entry
Web 2.0
• networked intelligence
• communities of interest
• sharing vs. commercial economies
• participatory media
Contex...
Digital
Natives &
the Myth of
ADHD
•create a detailed vision of a story world
•identify the genre of your story and its core themes (timeless),
then consider...
siobhanoflynn.com @sioflynn
how do you design for
interactivity?
begin with understanding
your audience & think through
us...
how do we bridge
traditional & digital
media?
PEOPLE
"
WALT DISNEY
1ST UX DESIGNER
MICKEY’S 10 RULES
1. Know your audience: "Don't bore people, talk down to them, or lose them by
assuming that they know wh...
MICKEY’S 10 RULES
5. Communicate with visual literacy: "Make good use of all the non-verbal ways
of communication—color, s...
MICKEY’S 10 RULES
8. Avoid contradiction: "Clear institutional identity helps give you the
competitive edge. [The] public ...
MICKEY’S 10 RULES
1. Listen…
2. Empathy…
3. Connect…
4. The Weenie…
5. Understand Affordances…
6. Avoid cognitive overload...
TALK LESS
LISTEN MORE
TELL YOUR BEST STORY
VALUES
EXPERIENCE
STORY
STORYWORLD
CORE
VALUES
CORE
VALUES
change the world
Fantasy & Imagination reveal
‘the inner consistency of reality’
Tolkien ‘On Fairy Stories’ 1939
Coca Cola’s Liquid Content
Liquid & Linked
India & Pakistan Open Happiness
Liquid & Shareable
Aristotle’s dramatic principles
setting+plot character + =
how does this change with interactivity?
best
story
+people interaction
=
people change everything
story??
story?? story??
story??
story??
Layers of Design
experience+values theme + = story
storyworld
multiplescreens
• consider context of use
• design for many
• design for distinct
affordances
Designing for
UX TOOLS
P-E-R-S-O-N-A
As a memory aid, each letter in the word PERSONA links to a key criteria:

■P is for Primary research

■E is...
Demographic:
Female, Aged 15-50
55% of social gamers are women
38% play multiple times a day
68% play with people they kno...
Personas:
1. ethnography
2. can be condensing of target
audience based on interviews
3. evoke empathy: name, pic,
story
4....
Personas:
1. provide focus
2. conceptual consistency
3. test design ideas
4. tell stories
5. imagine scenarios of use
6. h...
UX - design thinking
Scenarios
Scenarios
User scenarios describe the greater context of a
task including the conditions, motivation, and
environment of t...
user testing?
user testing?
#FAIL
MIT Media Lab
new building 2010
Saima, a 23 year old Canadian, is studying goldsmithing at
George Brown College & working part time in a west-end
Toronto ...
design for what people do...
& what you think they may do...
In experience design,
people are your medium
dimensionsofdesign
2d: lives in the x-y axis including
3D: lives in the x-y-z axis with products & platforms
4D: adding hu...
TALK LESS
LISTEN MORE
!
RETHINK WHAT YOU KNOW
EBOOKS VS PRINT
Print Books Outsold Ebooks
In First Half Of 2014
According to Nielsen’s survey, eb...
!
WATTPAD
fan fiction open platform vs. traditional publishing
June 2012 - Wattpad raises $17
million to become the YouTub...
13 Million
Users
in 2013
Value of Scarcity
people love exclusivity...
live where your audience lives...
‘Kotex first looked through thousands of women’s pinboards
in search of 50 power users with a large number of engaged
foll...
The surprise gifts created the
response Kotex had aimed for in
almost all 50 women. They
chatted online about Kotex and
sh...
Remember the analogue
people love material things....
Kickstarter Campaign
Laser Lace Letters - 7 Tangible Steampunk Stories by Haley Moore
Each story in the Letters is like
an...
Understand the Social in Social Media
people love social...
64
CHARLES DICKENS
AT 24, LAUNCHED THE
ENGLISH SERIAL NOVEL IN
1836 WITH
THE PICKWICK PAPERS
1st INSTALLMENT = 1000
Copies...
65
ABOUT US
Lorem ipsum dolor sit amet, consectetuer adipiscing.
!
RIOTS IN NEW YORK 1841
Serials were so immensely popula...
66
The book’s aim is ‘to see the past in the present,
and the present in the past’
• ‘…many of the ways we handle, consume...
Broadcast Media
= an anomaly in human communication
Social Media is not New
It’s a Return to Roman era &
17th-18th C media practices
• novels
• stage shows
• films
• comic strips
• toys, board games
• Land of Oz theme park
• merchandise...
Frank L Baum, T...
• novels
• stage shows
• films
• comic strips
• toys, board games
• Land of Oz theme park
• merchandise...
Frank L Baum, T...
story
storyworld
engagement
strategy
integrated
platforms
experience
design
Transmedia Design
5D Design
business
model
MY BEST CITATION?
Golden Age of Storytelling is NOW
M2M DIWO
!
Thank you!
find me @sioflynn
sioflynn@gmail.com
Tell your best story
Tell your best story
Tell your best story
Tell your best story
Tell your best story
Tell your best story
Tell your best story
Tell your best story
You’ve finished this document.
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Tell your best story

A Talk given at The StoryWorld Quest Conference, October 26, 2014. Edmonton

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Tell your best story

  1. 1. OLD TOOLS NEW TOOLS experience design
  2. 2. ! OLD TOOLS NEW TOOLS Andrea Philips HENRY JENKINS NUNO BERNARDO ROBERT PRATTEN NUNO BERNARDO ROBERT MCKEE CHRISTOPHER BOOKER SYD FIELD
  3. 3. • David Trottier’s High Concept • ‘what if?’ premise... core of pitch • familiar... with a twist • a great, original idea so you can see ‘movie’ in an instant Let’s Assume You have a Great Story
  4. 4. siobhanoflynn.com @sioflynn Or a fantastic story world
  5. 5. we can see the traction of immersive storyworlds
  6. 6. multiplescreens WHICH IS FIRST SCREEN? Context is now
  7. 7. Transmedia experiences can lead audiences across platforms Create new opportunities for engagement & consumption Context is now cross platform
  8. 8. multiple points of entry
  9. 9. Web 2.0 • networked intelligence • communities of interest • sharing vs. commercial economies • participatory media Context is now M2M & DIWO social connectivity...
  10. 10. Digital Natives & the Myth of ADHD
  11. 11. •create a detailed vision of a story world •identify the genre of your story and its core themes (timeless), then consider, is there an archetypal story or myth that your story comes close to? •define the vision of present & future of the story & storyworld •what is your brand? •decide whether your property will be open-ended allowing for new directions & properties? or will it end? siobhanoflynn.com @sioflynn Story to Storybible
  12. 12. siobhanoflynn.com @sioflynn how do you design for interactivity? begin with understanding your audience & think through user experience < UX >
  13. 13. how do we bridge traditional & digital media?
  14. 14. PEOPLE "
  15. 15. WALT DISNEY 1ST UX DESIGNER
  16. 16. MICKEY’S 10 RULES 1. Know your audience: "Don't bore people, talk down to them, or lose them by assuming that they know what you know.” Listen… 2. Wear your guest's shoes: "Insist that designers, staff, and your board members experience your facility as visitors as often as possible.” Empathy… 3. Organize the flow of people and ideas: "Use good storytelling techniques; tell good stories not lectures; lay out your exhibit with a clear logic.” Connect… 4. Create a weenie: "Lead visitors from one area to another by creating visual magnets and giving visitors rewards for making the journey." Imagineers called these magnets “weenies”–objects that are large enough to see from a distance and interesting enough to draw their attention. The Weenie…
  17. 17. MICKEY’S 10 RULES 5. Communicate with visual literacy: "Make good use of all the non-verbal ways of communication—color, shape, form, texture.” Understand Affordances… 6. Avoid overload: "Resist the temptation to tell too much, to have too many objects; don't force people to swallow more than they can digest, try to stimulate and provide guidance to those who want more.” Avoid cognitive overload… 7. Tell one story at a time: "If you have a lot of information, divide it into distinct, logical, organized stories; people can absorb and retain information more clearly if the path to the next concept is clear and logical.” Information architecture 101…
  18. 18. MICKEY’S 10 RULES 8. Avoid contradiction: "Clear institutional identity helps give you the competitive edge. [The] public needs to know who you are and what differentiates you from other institutions they may have seen.” Branding… 9. For every ounce of treatment, provide a ton of fun: "How do you woo people from all other temptations? Give people plenty of opportunity to enjoy themselves by emphasizing ways that let people participate in the experience and by making your environment rich and appealing to all senses.” Gamification & Immersive Experiences… 10. Keep it up: "Never underestimate the importance of cleanliness and routine maintenance, people expect to get a good show every time, people will comment more on broken and dirty stuff." Pay Attention to all the Details…
  19. 19. MICKEY’S 10 RULES 1. Listen… 2. Empathy… 3. Connect… 4. The Weenie… 5. Understand Affordances… 6. Avoid cognitive overload… 7. Information architecture 101… 8. Branding… 9. Fun! Gamification & Immersive Experiences… 10. Pay Attention to all the Details…
  20. 20. TALK LESS LISTEN MORE
  21. 21. TELL YOUR BEST STORY VALUES EXPERIENCE STORY STORYWORLD
  22. 22. CORE VALUES
  23. 23. CORE VALUES change the world
  24. 24. Fantasy & Imagination reveal ‘the inner consistency of reality’ Tolkien ‘On Fairy Stories’ 1939
  25. 25. Coca Cola’s Liquid Content Liquid & Linked
  26. 26. India & Pakistan Open Happiness Liquid & Shareable
  27. 27. Aristotle’s dramatic principles setting+plot character + = how does this change with interactivity? best story
  28. 28. +people interaction = people change everything story?? story?? story?? story?? story??
  29. 29. Layers of Design experience+values theme + = story storyworld
  30. 30. multiplescreens • consider context of use • design for many • design for distinct affordances Designing for
  31. 31. UX TOOLS
  32. 32. P-E-R-S-O-N-A As a memory aid, each letter in the word PERSONA links to a key criteria: ■P is for Primary research ■E is for Empathy ■R is for Realistic ■S is for Singular ■O is for Objectives ■N is for Number ■A is for Applicable ‘How do I know what I don’t know?’
  33. 33. Demographic: Female, Aged 15-50 55% of social gamers are women 38% play multiple times a day 68% play with people they know 78% of women earn in-game virtual currency Persona: Saima Patel, Aged 22Studying Criminal Law at University Works part- time for an immigration support agency Plays Farmville, other mobile games Has limited income for non-essentials & limited data plan Spends 3-4 hours a day on transit Downloads games to play when not reading for class to...
  34. 34. Personas: 1. ethnography 2. can be condensing of target audience based on interviews 3. evoke empathy: name, pic, story 4. realism 5. unique 6. indicates interest in your... 7. small set of personas 8. purpose: clarify & enable design decisions
  35. 35. Personas: 1. provide focus 2. conceptual consistency 3. test design ideas 4. tell stories 5. imagine scenarios of use 6. how will individual people interact with your company? service? product? 7. Tell story/stories from your user/ client/audience/fans pov 8. Identify barriers to engagement not visible from producers’ pov
  36. 36. UX - design thinking Scenarios
  37. 37. Scenarios User scenarios describe the greater context of a task including the conditions, motivation, and environment of the task, experience, service, interface, for a particular user group represented via a persona. These usually include all the details interaction designers need to understand what the user is trying to do and what they need. User scenarios include this rich, contextual user information.
  38. 38. user testing?
  39. 39. user testing? #FAIL
  40. 40. MIT Media Lab new building 2010
  41. 41. Saima, a 23 year old Canadian, is studying goldsmithing at George Brown College & working part time in a west-end Toronto restaurant. Walking home from work, she sees a new poster campaign with a single image and url. The image and the url ‘doyouhaveanexitplan.com are intriguing as she’s a big fan of scifi and on a whim she searches the url on her smart phone. A webpage loads with a counter marking down 17 days, 6 hours etc, & a text calling for recruits for a colonizing trip to Mars, in the event that the message picked up from Arkab Posterior does indeed signal an alien invasion. Underneath the recruitment call is a ‘register’ tab which she clicks. She inputs the requested information: name, age, sex, allergies, email, phone number, musical taste, party entertainment skill/talent, and relationship preferences (monogamy to polyamory) and number of envisioned children. Once submitted, a further page opens with the invitation to play a skills testing game. She realizes she can’t play this effectively on her smart phone as she walks, so she closes the page & continues home. Once home, she opens the site on her computer & looks for a sign in tab and she doesn’t see one. Frustrated, she decides to do other things & opens her email. There she finds a welcome email from the website’s recruitment & she clicks on the confirm registration link and is taken back to the game. She plays through a couple of the skills tests & then has to break off.... Scenario
  42. 42. design for what people do... & what you think they may do...
  43. 43. In experience design, people are your medium
  44. 44. dimensionsofdesign 2d: lives in the x-y axis including 3D: lives in the x-y-z axis with products & platforms 4D: adding human engagement adds systems, interactivity & experiences 5D: designed over time = 5D design Sami Nerenberg
  45. 45. TALK LESS LISTEN MORE
  46. 46. ! RETHINK WHAT YOU KNOW EBOOKS VS PRINT Print Books Outsold Ebooks In First Half Of 2014 According to Nielsen’s survey, ebooks constituted only 23 percent of unit sales for the first six months of the year, while hardcovers made up 25 percent and paperback 42 percent of sales. In other words, not only did overall print book sales, at 67 percent of the market, outpace ebook sales, both hardcovers and paperbacks individually outsold ebooks.
  47. 47. ! WATTPAD fan fiction open platform vs. traditional publishing June 2012 - Wattpad raises $17 million to become the YouTube of writing Oct. 2014 - Anna Todd’s Harry Styles fan fiction erotica tops 1 billion views, nets her a six-figure book deal. It’s also being optioned by Paramount Pictures. On Wattpad, “After” has just under 10 million unique readers, who have left 6 million comments.
  48. 48. 13 Million Users in 2013
  49. 49. Value of Scarcity people love exclusivity...
  50. 50. live where your audience lives...
  51. 51. ‘Kotex first looked through thousands of women’s pinboards in search of 50 power users with a large number of engaged followers on Pinterest who could be future Kotex customers. They then studied the 50 women’s boards to get a better understanding of some of the things they are passionate about. After the analysis, they created custom gift boxes for each woman filled with goodies they believed would resonate with them. I would estimate they invested between $50 and $100 per gift box. The surprise gifts created the response Kotex had aimed for in almost all 50 women. They chatted online about Kotex and shared images and stories about their customized and unexpected gifts on Pinterest, which then further extended the campaign into a wider community. When the case study video was posted on YouTube, Kotex had 2,000 interactions between the 50 women and their friends and almost 695,000 generated from the campaign.’ M2M & DIWO
  52. 52. The surprise gifts created the response Kotex had aimed for in almost all 50 women. They chatted online about Kotex and shared images and stories about their customized and unexpected gifts on Pinterest, which then further extended the campaign into a wider community. When the case study video was posted on YouTube, Kotex had 2,000 interactions between the 50 women and their friends and almost 695,000 generated from the campaign. M2M & DIWO
  53. 53. Remember the analogue people love material things....
  54. 54. Kickstarter Campaign Laser Lace Letters - 7 Tangible Steampunk Stories by Haley Moore Each story in the Letters is like an episode of a television series - each has its own internal arc, and each connects to others. While the series doesn't follow a single narrative from beginning to end, certain threads connect groups of episodes.  
  55. 55. Understand the Social in Social Media people love social...
  56. 56. 64 CHARLES DICKENS AT 24, LAUNCHED THE ENGLISH SERIAL NOVEL IN 1836 WITH THE PICKWICK PAPERS 1st INSTALLMENT = 1000 Copies 1 MONTH 40,000 SUBSCRIBERS Illustrations & advertisements
  57. 57. 65 ABOUT US Lorem ipsum dolor sit amet, consectetuer adipiscing. ! RIOTS IN NEW YORK 1841 Serials were so immensely popular that they were responsible for at least two riots. In 1841 impatient Dickens fans rioted at New York harbor as they waited to learn whether sweet orphan Nell had indeed died in poverty despite her loving grandfather’s best efforts. Riots in Paris 1842, fans too poor to buy the resolution of a particularly nail-biting cliffhanger in Eugène Sue’s The Mysteries of Paris .
  58. 58. 66 The book’s aim is ‘to see the past in the present, and the present in the past’ • ‘…many of the ways we handle, consume and manipulate information, even in the internet era, build upon habits and conventions that date back centuries. Modern social media is, in fact, merely the latest example of a deep and rich tradition of media sharing.’ • broadcast media - the one-to-many phenomena, is an anomaly
  59. 59. Broadcast Media = an anomaly in human communication
  60. 60. Social Media is not New It’s a Return to Roman era & 17th-18th C media practices
  61. 61. • novels • stage shows • films • comic strips • toys, board games • Land of Oz theme park • merchandise... Frank L Baum, The Wizard of OZ siobhanoflynn.com @sioflynn transmedia universe
  62. 62. • novels • stage shows • films • comic strips • toys, board games • Land of Oz theme park • merchandise... Frank L Baum, The Wizard of OZ fans as collaborators
  63. 63. story storyworld engagement strategy integrated platforms experience design Transmedia Design 5D Design business model
  64. 64. MY BEST CITATION?
  65. 65. Golden Age of Storytelling is NOW M2M DIWO
  66. 66. ! Thank you! find me @sioflynn sioflynn@gmail.com

A Talk given at The StoryWorld Quest Conference, October 26, 2014. Edmonton

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