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Does Your Product Have a Plot - David Womack, R/GA
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Does Your Product Have a Plot - David Womack, R/GA

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Originally presented at SXSW 2012, R/GA Creative Director David Womack explains what makes an experience—any experience—compelling. A well–told story transcends any particular medium and this …

Originally presented at SXSW 2012, R/GA Creative Director David Womack explains what makes an experience—any experience—compelling. A well–told story transcends any particular medium and this presentation focuses on principles of narrative—such as plot, setting, and point–of–view—as they apply to designing digital products, websites, social media, and apps, including why some digital experiences take off while others fizzle, how to define systems without using site maps, and innovative uses for user journeys.

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  • 1. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 2. @DAVIDJWOMACK #sxsw #storiesProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 3. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 4. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 5. tension timeProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 6. tension introduction timeProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 7. complication/ tension conflict introduction timeProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 8. climax complication/ tension conflict introduction timeProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 9. climax complication/ resolution tension conflict introduction timeProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 10. SLEEPING: 7.3 HOURS WORKING: 7.8 HOURS CONSUMING SCREEN-BASED STORIES: 8.3 HOURSProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 11. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 12. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 13. eCOMMERCE: EARLY DAYS tension Wow! I’m shopping on the internet timeProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 14. eCOMMERCE: EARLY DAYS Do they have tension anything I might want to buy? Wow! I’m shopping on the internet timeProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 15. eCOMMERCE: EARLY DAYS Let’s try this out Do they have tension anything I might want to buy? Wow! I’m shopping on the internet timeProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 16. eCOMMERCE: EARLY DAYS Let’s try this out Do they have Did they steal tension anything I might want to buy? my credit card number? Wow! I’m shopping on the internet timeProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 17. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 18. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 19. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 20. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 21. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 22. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 23. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 24. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 25. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 26. eCOMMERCE I’ll buy it! 55 gallons is this the lube tension doesn’t go as I’m looking for? far as it used to I need a lot of lube timeProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 27. eCOMMERCEProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 28. eCOMMERCE and telling a story about it by choosing something and I want to see unexpected how you respondI want to tellyou somethingabout myselfProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 29. • Create a review • Rate a review • Most recent review • Most helpful review • Tag this product • Create a forum • Discussions in the current forum • Lists that mention this productProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 30. 183 EPISODES 1951/1957 100% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 CHARACTERSCarlos A. Scolari - University of Vic / University Pompeu Fabra:
  • 31. 62 EPISODES 2004/2007 100% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 CHARACTERSCarlos A. Scolari - University of Vic / University Pompeu Fabra:
  • 32. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 33. 1. Reduce 2. Organize 3. Time 4. Learn 5. Differences 6. Context 7. Emotion: More emotions are better than less. 8. Trust 9. Failure 10. The oneProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 34. ROMANCE emotionProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 35. ROMANCE they hook up they have an arguement main characters meet each other and live happily ever after we meet the main charactersProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 36. ROMANCE: ECOMMERCE we make a but there are a purchase lot of similar products we find the product on and live amazon happily ever after we search for a productProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 37. ADVENTUREProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 38. ADVENTURE hero hero triumphs hero loses wins and we live they fight hero loses happily ever after we meet hero and villainProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 39. GAMESProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 40. TIME WARNER CABLE cable installed wait a month service put on hold sucks want to get cableProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 41. MOST NEW TECHNOLOGY cool let’s try it out I tell my friends this looks interestingProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 42. MOST NEW TECHNOLOGYProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 43. MOST NEW TECHNOLOGYProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 44. SUCCESSFUL PRODUCTSProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 45. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 46. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 47. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 48. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 49. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 50. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 51. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 52. ROMANCE then I met you now I’m happy emotion I was lonelyProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 53. ROMANCE then I met you [setting] now I’m happy emotion I was lonelyProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 54. SUCCESSFUL PRODUCTSProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 55. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 56. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 57. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 58. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 59. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 60. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 61. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 62. Proprietary & Confidential. © 2012 R/GA All rights reserved.
  • 63. THANK YOUProprietary & Confidential. © 2012 R/GA All rights reserved.
  • 64. Proprietary & Confidential. © 2012 R/GA All rights reserved.

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