The Pixel Lab 2014_Paul Tyler_Content is king, but content is his mistress

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Paul Tyler, Founder, Handling Ideas

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  • What is point?
    What are you trying to say?
    Why did you join the Pixel Lab?ß



    The role of the creative is getting bigger: to create, finance and distribute stories across multiple platforms. No longer can we rely on someone else’s ‘shop window’ to display our content. Now we have to take responsibility for finding, connecting and activating our audiences.
    Context helps to make content more engaging and relevant; you must find ways to weave your media into the lives of your users. However we tend to paint a rosy picture of their attitude towards our offerings and the quality of the experience we provide. Mapping user journeys is a great way of identifying the potential of better experiences. But, how do we map the journey without making it into a fairy tale?
  • Over 330 projects since PttP lab two years ago.
  • They reveal a gap between “How it should be” and “How it is”.
    It reminds us what happens when reality strikes.
    We identify with the scenarios.
    We recognize the failing.
  • The role of the creative is getting bigger: to create, finance and distribute stories across multiple platforms. No longer can we rely on someone else’s ‘shop window’ to display our content. Now we have to take responsibility for finding, connecting and activating our audiences.
    Context helps to make content more engaging and relevant; you must find ways to weave your media into the lives of your users. However we tend to paint a rosy picture of their attitude towards our offerings and the quality of the experience we provide. Mapping user journeys is a great way of identifying the potential of better experiences. But, how do we map the journey without making it into a fairy tale?
  • When we develop a concept we go on a journey. This journey creates a hierarchy. We often use that hierarchy to explain it, to ourselves and to others. When designing complex systems, sometimes we struggle to find the write way in for the reader. We want to say it all. We want to give a sense of hierachy, but all too often from the perspective of the creator and not the user. By taking a user centric viewpoint of the system we understand what it does as opposed to what it might do. We place it in context.
  • Why, because we can affect more of the touch points between us and the audience.
  • Why, because we can affect more of the touch points between us and the audience.
  • It was clever how it tricked me into confessing all the “good” reasons for why have never got involved before and then it made doing things in the real world so god damn easy that it was almost embarrassing to admit that I hadn’t done anything pragmatic before.
  • 12 years at BBC
    6 years content and concept development
    2 years graduate teaching
    4 years theatre
  • The Pixel Lab 2014_Paul Tyler_Content is king, but content is his mistress

    1. 1. Paul Tyler Copenhagen, Denmark @paultylerdk #handlingideas www.handlingideas.com http://www.facebook.com/HandlingIdeas
    2. 2. Map real worlds for documentary makers Map stakeholder maps for communicators and marketers Map character constellations, fictional worlds and journeys for storytellers Map contestant choices for game show makers Map eco-systems for policy makers Map user engagement and interaction for designers
    3. 3. 330 projects since my first PttP lab 2 years ago
    4. 4. See infographics at http://kindofnormal.com/truthfacts
    5. 5. “How we want it” “How it really is”
    6. 6. “working with context doesn’t simply mean giving the audience what they want and losing your artistic magic. It’s about finding a way to ensure your magic gets seen.”
    7. 7. My ideaMe My things My needs My success
    8. 8. WHAT DO KIDS ACTUALLY DO?
    9. 9. YOU DON’T KNOW WHAT AN ATM DOES UNTIL YOU KNOW ABOUT DAVE
    10. 10. Features and Functions of an ATM The benefits to Dave  ATM screen design: To minimise the number of screens, meaning faster transaction times  $60 Quickcash: A convenient option for those who prefer a set amount of cash in $20 notes  Favourite withdrawal: only 2 buttons to get your cash at any Westpac, St.George, BankSA or Bank of Melbourne ATM once you set up a favourite withdrawal (Favourite withdrawal set up guide PDF 816kb (Opens in new window))  Directly enter your amount on the withdrawal screen without first having to select 'Another amount'  Easy confirmation with selections displayed on screen as you progress  Go back a step or return to Main menu options without having to cancel then reinsert your card  Withdraw your cash without a debit card on eligible accounts. Just call us anytime on 132 032 and ask for Emergency Cash.  He can access his money when the banks are closed so he can go on a date.
    11. 11. ‘Dave’s are useful, and so are ‘Farrah’s
    12. 12. c.1975
    13. 13. Touch points Touch points we could affect
    14. 14. Touch points Touch points we could affect Awareness Understanding Sign-up Use Completion Advocacy
    15. 15. Touch points we can affect Extending touchpoints
    16. 16. Audiences are just as complex as our characters
    17. 17. Character journey
    18. 18. User journey
    19. 19. What do they know/have experienced in relation to your project/theme?
    20. 20. What was their goal before you come along? What do they know/have experienced in relation to your project/theme?
    21. 21. What was their goal before you come along? What do they know/have experienced in relation to your project/theme?
    22. 22. What do they expect to get out of it? What was their goal before you come along? What do they know/have experienced in relation to your project/theme? ..and how will they know it?
    23. 23. Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? What was their goal before you come along? What do they know/have experienced in relation to your project/theme? What do they expect to get out of it? ..and how will they know it? CONVERSION
    24. 24. Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? What was their goal before you come along? What do they know/have experienced in relation to your project/theme? What do they expect to get out of it? ..and how will they know it?
    25. 25. Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? What was their goal before you come along? What do they know/have experienced in relation to your project/theme? What do they expect to get out of it? ..and how will they know it?
    26. 26. Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? What was their goal before you come along? What do they know/have experienced in relation to your project/theme? What do they expect to get out of it? ..and how will they know it?
    27. 27. WHEN TO ASK?
    28. 28. QuestionsHypotheses Content strategyInsight Design process
    29. 29. <<insert social/political awareness project>>
    30. 30. What do they know/have experienced in relation to your project/theme?Aware of http://www.antislavery.org/ and Avaarz campaigns
    31. 31. What was their goal before you come along? What do they know/have experienced in relation to your project/theme?Aware of http://www.antislavery.org/ and Avaarz campaigns Show to others that they are politically aware and have a moral compass.
    32. 32. What was their goal before you come along? What do they know/have experienced in relation to your project/theme?Aware of http://www.antislavery.org/ and Avaarz campaigns Show to others that they are politically aware and have a moral compass.
    33. 33. What do they expect to get out of it? What was their goal before you come along? What do they know/have experienced in relation to your project/theme? ..and how will they know it? Aware of http://www.antislavery.org/ and Avaarz campaigns Show to others that they are politically aware and have a moral compass. Proof that they are being more than idealistic ..the site promises ‘real’ change.
    34. 34. Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? What was their goal before you come along? What do they know/have experienced in relation to your project/theme? What do they expect to get out of it? ..and how will they know it? Aware of http://www.antislavery.org/ and Avaarz campaigns Show to others that they are politically aware and have a moral compass. Proof that they are being more than idealistic ..the site promises ‘real’ change. Suggests effect can be felt within 3 months Demonstrate to others that it’s possible to make real change Appears to offer the user something pragmatic
    35. 35. Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? What was their goal before you come along? What do they know/have experienced in relation to your project/theme? What do they expect to get out of it? ..and how will they know it? Aware of http://www.antislavery.org/ and Avaarz campaigns Show to others that they are politically aware and have a moral compass. Proof that they are being more than idealistic ..the site promises ‘real’ change. Suggests effect can be felt within 3 months Demonstrate to others that it’s possible to make real change Appears to offer the user something pragmatic
    36. 36. Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? What was their goal before you come along? What do they know/have experienced in relation to your project/theme? What do they expect to get out of it? ..and how will they know it? Aware of http://www.antislavery.org/ and Avaarz campaigns Show to others that they are politically aware and have a moral compass. Proof that they are being more than idealistic ..the site promises ‘real’ change. Suggests effect can be felt within 3 months Demonstrate to others that it’s possible to make real change Appears to offer the user something pragmatic
    37. 37. Multiple Touch points
    38. 38. Designing backwards
    39. 39. Motive
    40. 40. Think evil
    41. 41. Pitching 10%
    42. 42. Finally, when in Rwanda
    43. 43. Paul Tyler Copenhagen, Denmark @paultylerdk #handlingideas www.handlingideas.com http://www.facebook.com/HandlingIdeas END

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