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Learning Experience Design From Superman
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Learning Experience Design From Superman

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Presented at SxSW Interactive in March 2013. ...

Presented at SxSW Interactive in March 2013.

A geek’s breakdown of the history of comic books and the parallels and principles to modern experience design.

From their shared roots in the 1930s and 40s, with Siegel and Shuster’s Superman ushering in a Golden Age and Chapanis and Fitts establishing the field of experience design through their efforts to redesign airplane cockpits to consider human factors through more modern milestones like Watchmen, Y: The Last Man, Dyson Vacuums and the iPhone, the two fields have helped shaped our culture.

And while Norman coined the term 'user experience' and Nielsen has educated many designers on usability, Lee, Kirby and Eisner can certainly give lessons that any experience designer can apply to their next project to make it more engaging and memorable.

Explore the worlds of the Uncanny X-Men, Spirit, Green Lantern, Zappos and Amazon.com to discover that while the mediums are different, the fun and design are not.

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    Learning Experience Design From Superman Learning Experience Design From Superman Presentation Transcript

    • Learningexperience DesignFrom supermanSxSW 2013Timothy Parcell@freescribbles #comicsXD
    • THANK YOU. #comicsXD
    • Where is Superman? #comicsXD
    • Where is Brandon Routh? #comicsXD
    • Superman Returns Released in#comicsXD 2006
    • GREEN LANTERN Released in#comicsXD 2011
    • Who are you whosummons fire withoutflint or tinder? #comicsXD
    • There are some that call me... #comicsXD
    • There are some that call me... Tim. #comicsXD
    • #comicsXD
    • I’m the bestthere is atwhat I do andwhat I do besti’snt verynice.James Howlett (aka Wolverine)first appearance: Incredible Hulk #181 (1974)art by Chris Bachalo & Tim Townsend #comicsXD
    • How do you define experience design? #comicsXD
    • The craft of building lastingrelationships between people andbrands through a system of positiveinteractions over time. #comicsXD
    • information architecture. #comicsXD
    • information architecture.user experience. #comicsXD
    • information architecture.user experience.usability. #comicsXD
    • information architecture.user experience.usability.research. #comicsXD
    • information architecture.user experience.usability.research.design. #comicsXD
    • information architecture.user experience.usability.research.design.strategy. #comicsXD
    • information architecture.user experience.usability.research.design.strategy.psychology. #comicsXD
    • Baskin-Robbins: Website Redesign Redesign Project: lebronjames.comhome [default | FoM] home [hero | shout promo] 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Web Page Title 1. Hero Tile Web Page Title 6. Footer HOME http://baskinrobbins.com Google When users first arrive to the site via searchhttp://lebronjames.com they will arrive on the home or by typing in the URL, Google This persistent element allows for secondary sections to be served up quickly, allowing page. The majority of the the screen real estate is devoted to a large hero tile which highlights 3-5 secondary audiences quick access to the sections more relevant to them. about us franchising contact us sign in LEBRON JAMES featured pieces of content or product. LIFESTYLE ENTERTAINMENT SPORTS LEBRON COMMUNITY Search 1. Main LOGO 6.1 Social Network links are displayed in an icon fashion to allow users to quickly accessm The a ICE CREAM CAKES THE SCOOP GIFT CARDS LOCATIONS Like <1K 1.1 The hero tile rotates through a carousel of images. The current position and the total number of HEADLINE <H2> of the the brand on the chosen networks. For launch, only Facebook and Twitter will appear. Tweet <500 tiles is represented here via the small dots at the bottom. The current display highlights the first networks can be addedipsum dolor sit amet, Lorem over time as content is available. would promotion. Each small circle is clickable and will jump to the tile in question. consectetuer adipiscing elit. Aenean 6.2 Each of the 3 more robust ligula eget dolor.the Corporate section are represented in the fo commodo sections and Aenean 1.2 In addition to automatically playing at a preset time increment (6-8 seconds depending on the massa. 2. The H amount of copy), users can move their cursor to the outside borders of the screen. When they do 6.3 author | category The flavor dropdown allows users to bypass the navigation and drive directly toThis fla their la so, arrows will appear to indicate that they can click to move to the next tile. By default, these choice. By making any selection within this dropdown, the user will navigate away from arrows will not appear on the screen. current page and be redirected to the selected flavor. autho or som 2. Main Navigation 6.4 displa These lower level links connect to pages that dont live within the browse structure of th The persistent navigation will appear on all pages of the site. Later pages will show that it contains 300 x 250 Ad featur (Medium Rectangle) MAIN HEADLINE <H1> an onstate to show the user where they are at within the site. Additionally, rolling the cursor over any of the primary items (Ice Cream, Cakes, Stay Connected, Gift Cards or Locations) will display 2.1 Faceb a flyout menu to show the sub-sectionsamet, consectetuer Lorem ipsum dolor sit within. This is outlined on the following pages. HEADLINE <H2> to sha adipiscing elit. Aenean commodo ligula eget Lorem ipsum dolor sit amet, align dolor. Aenean massa. See More>> consectetuer adipiscing elit. Aenean 3. Secondary Promotional Areas would #TEAMLEBRON commodo ligula eget dolor. Aenean To highlight ongoing initiatives, Sapient is utilizing 3 secondary promotional tiles that do not massa. animate. author | category sort Most Recent 2.2 Each FLAVOR OF THE MONTH 3.1. The first promotional tile represents the Birthday Club as it is a key component of the CRM/Loyalty @teamlebron Lorem ipsum dolor sit amet, programs that are currently under additional development. A text field allows the user to begin the displa the de Lorem ipsum dolor sit amet, consectetuer registration process by inputing their email address. commodo. consectetuer adipiscing elit. Aenean adipiscing elit. [temp CALL-TO-ACTION> 3.2. The second promotional tile represents the Gift Card program. As the main piece of E-Commerce 300 x 250 Ad functionality and a main section of the site, Sapient recommends highlighting it in a visual fashion (Medium Rectangle) 2.3 Sever as well. same THE LEADERBOARD HEADLINE <H2> post. 4. Local Stores Lorem ipsum dolor sit amet, 1 outsideshot consectetuer adipiscing elit. Aenean lightw BIRTHDAY CLUB GIFT CARD SHOPS NEARBY @teamlebron Lorem ipsum dolor sit amet, Unlike the two previous promo tiles, this one contains more functionality as it utilizes the same commodo ligula eget dolor. Aenean first. O geo-location functionality as dunkindonuts.com to determine the users consectetuer adipiscing elit. Aenean commodo. approximate ZIP code massa. 2 username Boston, MA, 02116 author | category location and displays the address and contact information for that closest location. outsideshot: Lorem outsideshot: Lorem 2.4 The fi 1Broadway, Cambridge, MA 02116 3 furiousgeorge ipsum dolor sit amet, ipsum dolor sit amet, Phone: 718-334-2354 Hours: 9:00-11:00 4.1 As the geo-location can be imprecise, a change location adipiscing consectetuer adipiscing consectetuer option is provided to allow the user to Find More 4 anonymous 2.5 The n customize the address more precisely or switch Aenean commodo elit. Aenean commodo elit. it to their future travel location if that is their intent. ligula eget dolor. Lorem ligula eget dolor. Lorem but no Lorem ipsum dolor sit amet, consectetuer Lorem ipsum dolor sit amet, consectetuer 4.2 For users who are looking for more precise driving dolor sit amet, their current address, a link is ipsum dolor sit amet, ipsum directions from 5 username contro 300 x 250 Ad adipiscing elit. adipiscing elit. provided that will drive to a page where theyconsectetuer adipiscing consectetuer adipiscing can input their street address and be provided with (Medium Rectangle) SEE THE FULL LEADERBOARD CALL-TO-ACTION> CALL-TO-ACTION> Change Location elit. elit. directions via Mapquests API. 2.6 As dis HEADLINE <H2> their s 5. @teamlebron Lorem ipsum dolor sit amet, Social Integration @teamlebron Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo. consectetuer adipiscing elit. Aenean commodo. Lorem ipsum dolor sit amet, will fo Leveraging the social functionality on dunkindonuts.com, social feeds from Facebook or Twitter consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean Follow can be displayed. FACEBOOK TWITTER @teamlebron Lorem ipsum dolor sit amet, massa. 3. Seco consectetuer adipiscing elit. Aenean commodo. author | category @chocoholic Lorem ipsum dolor sit @chocoholic Lorem ipsum dolor sit @chocoholic Lorem ipsum dolor sit 5.1 Users can toggle between the two social networks at anytime by clicking the links here. Currently Repre amet, consectetuer adipiscing elit. amet, consectetuer adipiscing elit. amet, consectetuer adipiscing elit. highlighted is the twitter feed. Aenean commodo ligula eget dolor. Aenean commodo ligula eget dolor. Aenean commodo ligula eget dolor. @teamlebron Lorem ipsum dolor sit amet, and c Aenean massa. #baskinrobbins Aenean massa. #baskinrobbins Aenean massa. #baskinrobbins consectetuer adipiscing elit. Aenean commodo. the ca 2 hours ago 2 hours ago 2 hours ago 5.2 A simple follow/like mechanism allows users to engage with the brand on an ongoing basis. Upon clicking this button, the flows for the respective networks would be followed. i.e., pop-ups, etc. outsideshot: Lorem outsideshot: Lorem the he #baskinrobbins Frequently Asked Questions NUTRITION ipsum dolor sit amet, ipsum dolor sit amet, 300 x 250 Ad Privacy Policy Site Map 5.3 consectetuer adipiscing consectetuer adipiscing Users can rotate through the most recent posts. By default the 3 most recent are displayed. (Medium Rectangle) @teamlebron Lorem ipsum dolor sit amet, elit. Aenean commodo elit. Aenean commodo FACEBOOK TWITTER PINTEREST 5.4 consectetuer adipiscing of Aenean conversations around the brand asLorem ligula eget dolor. Lorem Sapient recommends a potential strategyelit. tracking commodo. ligula eget dolor. opposed ICE CREAM ipsum dolor sit amet, to the only the brands posts as it builds a more engaging presence and gives people the ipsum dolor sit amet, SHOUT SHOUT <H2> CAKES THE SCOOP ABOUT US @teamlebron featured on baskinrobbins.com. This filtering can be adipiscing consectetuer adipiscing perception that they too can be Lorem ipsum dolor sit amet, consectetuer done via Lorem ipsum dolor sit amet, consectetuer hashtags or @replies. Obviously, this approach would require some additional monitoring to be elit. elit. Select an Ice Cream Flavor Create Your Own Birthday Club Media Relations adipiscing elit. Aenean commodo ligula eget dolor. consectetuer adipiscing elit. Aenean commodo. Occasions Events International Aenean massa. Specialties discussed in the future. guest author | music Grab-N-Go Types Promotions & Coupons Franchise Opportunities Nutrition Pies Contact Us FAQs 1500 MORE HAVE RESPONDED. ADD YOUR VOICE > Privacy Policy Terms of Use Mobile Terms & Conditions Site Map Creator Timothy Parcell Creator Timothy Parcell Modified Sat Mar 09 2013 Modified Tue Jun 05 2012 #comicsXD
    • What are comic books to you? #comicsXD
    • Sequential Art. #comicsXD
    • characters. #comicsXD
    • characters.concepts. #comicsXD
    • characters.concepts.style. #comicsXD
    • characters.concepts.style.sensibilities. #comicsXD
    • characters.concepts.style.sensibilities.design. #comicsXD
    • characters.concepts.style.sensibilities.design.art. #comicsXD
    • Are you going to be in trouble? #comicsXD
    • I hope not.All trademarks and copyrights of third parties, including any trademarkedreferenced or represented for historical, scholarly and educational “fair use”purposes only. Individual artists are attributed wherever possible.The opinions presented are solely those of Timothy Parcell and do not reflect theviews or positions of the owners and/or publishers of the comics and producersof other media which are referenced in this presentation.Superman, Action Comics, Batman, Detective Comics, Wonder Woman, GreenLantern, The Flash, Captain Marvel, The Justice League of America, Supergirl,Chloe Sullivan, The Watchmen, Green Arrow, Speedy, Harley Quinn, Lex Luthor,Lois Lane, Apollo, Midnighter, Mr. Majestic are all the trademarks andcopyrights of DC ComicsThe Spirit is copyright and trademark of the Will Eisner Estate.Spider-Man, Captain America, Hyperion, the X-men, Wolverine, X-Force, Cable,X-23 are all trademarks and copyrights of Marvel ComicsArchie, Betty and Veronica are trademarks and copyrights of Archie Comics.Spawn is copyright and trademarks of Todd McFarlaneSteampunk is copyright and trademarks of Cliffhanger (Joe Casey & ChrisBachalo)I am just a huge geek. Please don’t sue me. #comicsXD
    • Betty Cooper& VeronicaLodgefirst appearances:Pep Comics #22 and #26(1941 and 1942)art by Dan Parent #comicsXD
    • Veronica. #comicsXD
    • ehh. #comicsXD
    • ehh.Betty. #comicsXD
    • #comicsXD
    • #comicsXD
    • #comicsXD
    • #comicsXD
    • #comicsXD
    • #comicsXD
    • People assume that time isa strict progression of causeto effect, but *actually* froma non-linear, non-subjectiveviewpoint - its more like abig ball of wibbly wobbly...time-y wimey... stuff.The Tenth Doctor (David Tennant) #comicsXD
    • UBIQUITYart by Alex Ross #comicsXD
    • 1 BRAND THe Adventure Begins! #comicsXD
    • SuperFriends1973-1986 #comicsXD
    • #comicsXD
    • art by Jim Lee #comicsXD
    • Created in 1932 byJerry Siegel and JoeShuster.Jerry was the writer.Joe was the artist. #comicsXD
    • LexLuthorfirst appearance:Action Comics #23 (1940)art by David Finch #comicsXD
    • Created in 1932 by Fleischer StudiosJerry Siegel and Joe produced 17 animatedShuster. shorts from 1941-1943.Jerry was the writer. Those films are theJoe was the artist. reason he can fly. #comicsXD
    • art by Joe Bogdanove The K-Metal from Krypton Unpublished (Written in 1940) #comicsXD
    • #comicsXD
    • #comicsXD
    • #comicsXD
    • #comicsXD
    • #comicsXD
    • Values. #comicsXD
    • Truth.Justice.The American Way. art by Jim Lee #comicsXD
    • Truth.Justice.The American Way.(That last one was renounced in 2011) art by Jim Lee #comicsXD
    • Captainmarvelfirst appearance:Whiz Comics #2 (1940)SHAZAM! - The magic word that gives young BillyBatson the powers of Solomon, Hercules, Atlas,Zeus, Achilles and Mercuryart by Jeff Smith #comicsXD
    • THORfirst appearance:Journey Into Mystery #83 (1962) #comicsXD
    • APOLLO APOllo first appearances: Stormwatch #4 (Vol. 2 - 1998) His partner is Midnighter, a Batman clone. #comicsXD
    • MR.Majesticfirst appearance:WildC.A.T.s #11 (1994)art by Ed McGuiness #comicsXD
    • Hyperionfirst appearances:Avengers #69 (1969) #comicsXD
    • WonderManfirst (and only) appearance:Wonder Comics #1 (1940) #comicsXD
    • Detective Comics, INCvs. Brun publicationsfirst copyright infringement lawsuitin the comic book industry #comicsXD
    • #comicsXD
    • The Spiritfirst appearance:Register & Tribune Syndicates (1940)art by Darwyn Cooke #comicsXD
    • 2 DESIGN When we last left our hero #comicsXD
    • One image can say alot to a person. #comicsXD
    • #comicsXD
    • This is the man whoraised the game. #comicsXD
    • Graphic Novel. #comicsXD
    • A narrative work inwhich the story is toldthrough sequential art. #comicsXD
    • Sequential Art. #comicsXD
    • An art form using atrain of imagesdeployed in sequence. #comicsXD
    • #comicsXD
    • Thispresentation isnot this book. #comicsXD
    • Thispresentation isnot this book.Go read it. #comicsXD
    • This slide is a medium. #comicsXD
    • The Hulkfirst appearance:The Incredible Hulk #1 (1962)Originally grey to avoid any confusion over ethnicity.Printing issues caused too much variation so theymade him GREEN.Art by Jack “King” Kirby #comicsXD
    • #comicsXD
    • The Hulkfirst appearance: DC: The New FrontierThe Incredible Hulk #1 (1962) 2003-2004Originally grey to avoid any confusion over ethnicity. Written and drawn by Darwyn Cooke.Printing issues caused too much variation so theymade him GREEN. #comicsXD
    • DC: The New Frontier2003-2004Written and drawn by Darwyn Cooke. #comicsXD
    • DC: The New Frontier2003-2004Written and drawn by Darwyn Cooke. #comicsXD
    • Captain Americafirst appearance: Captain America Comics #1 (1941)Art by Jack “King” Kirby #comicsXD
    • Captain AmericAFirst Marvel character to be adapted toanother medium. In 1944 he wasfeatured in a eponymous serial movie.Art by Jack “King” Kirby #comicsXD
    • Fantastic fourfirst appearance: Fantastic Four #1 (1961)Art by Jack “King” Kirby #comicsXD
    • Does anyone knowwho this is?Art by Skottie Young #comicsXD
    • STEAMPUNK2000-2002Written by Joe Casey. Art by Chris Bachalo. #comicsXD
    • STEAMPUNK2000-2002Written by Joe Casey. Art by Chris Bachalo. #comicsXD
    • #comicsXD
    • Marvel’sFirst FamilyPrevious Superhero teams like theJustice League and Justice Societyfeatured already established heroesbanding together.Art by Jack “King” Kirby #comicsXD
    • PATTERNS #comicsXD
    • #comicsXD
    • x-men1991-2001. Art by Jim LeeLexLuthorfirst appearance:Action Comics #23 (1940) #comicsXD
    • 3 Stories and themes Plot Twists,. action. violence. #comicsXD
    • #comicsXD
    • x-menfirst appearance: The X-Men #1 (1961). Art by Roger Cruz.Stan Lee and Jack Kirby continued to build on the success.X-Men is now one of the most profitable franchises in comic books. #comicsXD
    • Giant Size X-menpublished in 1975.Written by Len Wein. Art by Dave Cockrum. #comicsXD
    • Time and Space. #comicsXD
    • "You’re also, wherever possible, looking for an interesting image. But don’t confuse “interesting” with “splashy.” You’re still trying to serve the demands of storytelling, telling the story as clearly and simply as possible.  In most forms of narrative, each panel must have a relationship with the panels on either side of it.  You’re plotting out a sequence of motion in a series of stills.  Imagine it like that, and you may be able to get a better sense of how a story in comics might flow.  It’s not a perfect analogy, but it might be worth considering if this is something you’re having trouble with.  You’ll develop your own view, approach and methods as you go.  Everybody does."Warren Ellis (Writer, The Authority) #comicsXD
    • #comicsXD
    • Space hero meetsMan of the peoplepublished in 1970.Written by Dennis O’Neil. Art by Neal Adams. #comicsXD
    • RelevanceArt by Neal Adams. #comicsXD
    • Educational. #comicsXD
    • SPEEDYMonumental Storyline. A Teen Titan doing drugs!?Written by Dennis O’Neil. Art by Neal Adams. #comicsXD
    • Visual Literacy #comicsXD
    • #comicsXD
    • With great power comesgreat responsiblity. #comicsXD
    • With great power comesgreat responsiblity.Uncle Ben #comicsXD
    • Spider-manfirst appearance: Amazing Fantasy #15 (1962)Written by Stan Lee. Art by Steve Ditko. #comicsXD
    • "We can realize that a good product is one that offers a good or memorable narrative that the user will engage with and pass on to others, either by sharing the artifact or talking about it. To create a good product, it is critical to understand our users. The need to involve the user in the design process has made product design a more complex task. However, designers can no longer focus solely on the product: A successful design will take into consideration all of the components in the user product interaction: user, product and context of use."Jodi Forlizzi & Shannon Ford #comicsXD
    • 4 AUDIENCE The villains have the upper hand #comicsXD
    • Film makes you aspectator. Comics makeyou a participant. #comicsXD
    • #comicsXD
    • True Believers! #comicsXD
    • A Death in the Familypublished in Batman #428 (1988)Fans controlled the outcome of the story by votingvia two 800 numbers. Jason Todd lost by 72 votes.(5,343 to 5,271)Art by Jim Aparo. #comicsXD
    • comic book readership: 18-35 years old. #comicsXD
    • Perpetual Intermediates. #comicsXD
    • #comicsXD
    • n00bs #comicsXD
    • n00bs nerds #comicsXD
    • n00bs everyone else nerds #comicsXD
    • #comicsXD
    • #comicsXD
    • #comicsXD
    • 5 Scalability Heroes join forces #comicsXD
    • The originalAlan Scott (aka Green Lantern)first appearance: All-American Comics #16(1940) #comicsXD
    • #comicsXD
    • #comicsXD
    • change is risky. #comicsXD
    • The Tough guyGuy Gardner(aka Green Lantern)first appearance: Green Lantern #59 (Vol. 2, 1968) #comicsXD
    • THE MARINEJohn Stewart (aka Green Lantern)first appearance: Green Lantern #87 (Vol. 2, 1972) #comicsXD
    • THE ARTistKyle Rayner (aka Green Lantern)first appearance: Green Lantern #48 (Vol. 3, 1994) #comicsXD
    • change is colorful. #comicsXD
    • #comicsXD
    • THE misunderstoodSimon Baz (aka Green Lantern)first appearance: The New 52: Free Comic BookDay Special Edition #1 (2012) #comicsXD
    • change is violent. #comicsXD
    • #comicsXD
    • change is fast. #comicsXD
    • THE HelmetJay Garrick (aka The Flash)first appearance: Flash Comics #1 (1940) #comicsXD
    • THE Speed forceBarry Allen (aka The Flash)first appearance: Showcase #4 (1956)Art by Francis Manapul #comicsXD
    • #comicsXD
    • 6CONTINUITYGood triumps over evil #comicsXD
    • Crisis of INfinite EarthsPublished 1985-1986 #comicsXD
    • What HappenedDC Comics wanted to reboot its entire universe. TheFlash (Barry Allen) sacrificed his life to do it. #comicsXD
    • i’m batmanfirst appearance: Detective Comics #27 (1941)Created by Bob Kane & Bill FingersArt by Jim Lee. #comicsXD
    • #comicsXD
    • #comicsXD
    • #comicsXD
    • #comicsXD
    • 11 films. #comicsXD
    • 11 films.5 live action televisions shows. #comicsXD
    • 11 films.5 live action televisions shows.12 animated series. #comicsXD
    • 11 films.5 live action televisions shows.12 animated series.14 animated movies. #comicsXD
    • 11 films.5 live action televisions shows.12 animated series.14 animated movies.25 video games. #comicsXD
    • 11 films.5 live action televisions shows.12 animated series.14 animated movies.25 video games.5 foreign comics. #comicsXD
    • 11 films.5 live action televisions shows.12 animated series.14 animated movies.25 video games.5 foreign comics.6,200+ published stories. #comicsXD
    • What can I dowhere? #comicsXD
    • What does theaudience expect? #comicsXD
    • Will this work overthere? #comicsXD
    • harley quinnfirst appearance: Batman: The Animated Series(1992)Art by Bruce Timms. #comicsXD
    • x-23first appearance: X-Men: Evolution (2003)Art by Danni Shinya-Lui. #comicsXD
    • #comicsXD
    • #comicsXD
    • 1oneshotEPILOGUESomewhere in a hotel in austin #comicsXD
    • Everything in comicshas to work–or else it fails. #comicsXD
    • Make your brand stand for something. #comicsXD
    • Make your brand stand for something.Get the details right. #comicsXD
    • Make your brand stand for something.Get the details right.Tell a great story. #comicsXD
    • Make your brand stand for something.Get the details right.Tell a great story.Make it simple. #comicsXD
    • Make your brand stand for something.Get the details right.Tell a great story.Make it simple.Make things for your audience. #comicsXD
    • Make your brand stand for something.Get the details right.Tell a great story.Make it simple.Make things for your audience.Know your medium(s). #comicsXD
    • Make your brand stand for something.Get the details right.Tell a great story.Make it simple.Make things for your audience.Know your medium(s).Don’t be afraid to start over. #comicsXD
    • Make your brand stand for something.Get the details right.Tell a great story.Make it simple.Make things for your audience.Know your medium(s).Don’t be afraid to start over.Have Fun. #comicsXD
    • THANK YOU. Timothy Parcell @freescribbles sxsw.tv/cfw #comicsXD