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

•

52 likes•24,311 views

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.

Technology Business

Proprietary & Confidential. © 2012 R/GA All rights reserved.

@DAVIDJWOMACK
#sxsw #stories

Proprietary & Confidential. © 2012 R/GA All rights reserved.

tension

time
Proprietary & Confidential. © 2012 R/GA All rights reserved.

tension

introduction

time
Proprietary & Confidential. © 2012 R/GA All rights reserved.

complication/
tension

conflict

introduction

time
Proprietary & Confidential. © 2012 R/GA All rights reserved.

climax

complication/
tension

conflict

introduction

time
Proprietary & Confidential. © 2012 R/GA All rights reserved.

climax

complication/
resolution
tension

conflict

introduction

time
Proprietary & Confidential. © 2012 R/GA All rights reserved.

SLEEPING: 7.3 HOURS

WORKING: 7.8 HOURS

CONSUMING SCREEN-BASED STORIES: 8.3 HOURS

Proprietary & Confidential. © 2012 R/GA All rights reserved.

eCOMMERCE: EARLY DAYS
tension

Wow! I’m
shopping on
the internet
time
Proprietary & Confidential. © 2012 R/GA All rights reserved.

eCOMMERCE: EARLY DAYS

Do they have
tension

anything I might
want to buy?

Wow! I’m
shopping on
the internet
time
Proprietary & Confidential. © 2012 R/GA All rights reserved.

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
time
Proprietary & Confidential. © 2012 R/GA All rights reserved.

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
time
Proprietary & Confidential. © 2012 R/GA All rights reserved.

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

time
Proprietary & Confidential. © 2012 R/GA All rights reserved.

eCOMMERCE

Proprietary & Confidential. © 2012 R/GA All rights reserved.

eCOMMERCE and telling a
story about it
by choosing
something
and I want to see
unexpected
how you respond

I want to tell
you something
about myself

Proprietary & Confidential. © 2012 R/GA All rights reserved.

• 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 product

Proprietary & Confidential. © 2012 R/GA All rights reserved.

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
CHARACTERS

Carlos A. Scolari - University of Vic / University Pompeu Fabra:

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
CHARACTERS

Carlos A. Scolari - University of Vic / University Pompeu Fabra:

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 one

Proprietary & Confidential. © 2012 R/GA All rights reserved.

ROMANCE
emotion

Proprietary & Confidential. © 2012 R/GA All rights reserved.

ROMANCE
they hook up

they have an
arguement
main characters
meet each other and live
happily ever
after
we meet the
main characters

Proprietary & Confidential. © 2012 R/GA All rights reserved.

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 product

Proprietary & Confidential. © 2012 R/GA All rights reserved.

ADVENTURE

Proprietary & Confidential. © 2012 R/GA All rights reserved.

ADVENTURE

hero
hero triumphs

hero loses
wins and we live
they fight
hero loses happily ever
after
we meet hero
and villain

Proprietary & Confidential. © 2012 R/GA All rights reserved.

GAMES

Proprietary & Confidential. © 2012 R/GA All rights reserved.

TIME WARNER CABLE
cable
installed
wait a month

service
put on hold sucks

want to get
cable

Proprietary & Confidential. © 2012 R/GA All rights reserved.

MOST NEW TECHNOLOGY
cool

let’s try it out I tell my
friends

this looks
interesting

Proprietary & Confidential. © 2012 R/GA All rights reserved.

MOST NEW TECHNOLOGY

Proprietary & Confidential. © 2012 R/GA All rights reserved.

SUCCESSFUL PRODUCTS

Proprietary & Confidential. © 2012 R/GA All rights reserved.

ROMANCE
then I met you

now I’m happy
emotion

I was
lonely

Proprietary & Confidential. © 2012 R/GA All rights reserved.

ROMANCE
then I met you

[setting]
now I’m happy
emotion

I was
lonely

Proprietary & Confidential. © 2012 R/GA All rights reserved.

THANK YOU

Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns. However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns. As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.

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

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 time Proprietary & 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 respond I want to tell you something about myself Proprietary & 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 product Proprietary & 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 CHARACTERS Carlos 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 CHARACTERS Carlos A. Scolari - University of Vic / University Pompeu Fabra:

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 one Proprietary & 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 product Proprietary & Confidential. © 2012 R/GA All rights reserved.

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

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