Robert Pratten @robpratten

Presentation to the World Innovation Convention, Cannes 2013
engage through

intrinsic motivations
+
design for

active participation
Robert Pratten
CEO & Founder, Transmedia Storyteller Ltd
The Internet and Mobile Revolution
The consumer has moved on
http://www.survivalcode.com/ Wrigley’s 5 Gum
Affordable solar LED lighting for rural
communities in the developing world
The AirPi is an automatic air quality & weather monitoring device powered by a Raspberry Pi 
temperature, humidity, air p...
CO affects
• character’s mood
• tone of tweets & blog posts
• game difficulty?
• we have to design experiences that satisfy
core human needs
• ie. appeal to intrinsic motivations
•
•
•
•
•
•

Significance (special, important, unique)
Certainty (comfort & control)
Variety (surprise)
Connection (love)
...
Storyworld
Comfort
Growth
Learning
Surprise

Comfort
Growth
Learning
Surprise

Fan

Fan
Community
Significance
Contributio...
www.ActiveStorySystem.com
Definition
• Requirements
• Goals
• Success Criteria
•KPIs, measurement

• Scope
•Countries, Territories,
Languages, Numbe...
Define the
World
• Story
• Experience
• Audience
• Platforms
• Goal1
• Execution

Define the
Story
• Premise
• Themes
• Ch...
6. Develop

5. Write
synopsis

• Premise
• Themes
• Characters
• Conflict

7. Design the
Engagement

Synopsis into Scenes
...
FEEL

Gaming

Role-playing

Moral dilemmas,
meaningful choices

Role-play,
provide building blocks

Observing

Exploring

...
Online

On Location

Transbay “Connected Cities”

HEAD

HEART

EGO

SOUL

Tweet #PASSION

Tweet #REALITY

Tweet #WISDOM

T...
+ Uncertainty A

Future
Story 1

Future
Story 2

- Uncertainty B

+ Uncertainty B

Future
Story 4

Future
Story 3
- Uncert...
Original price: $1.
Final price: $88.

http://significantobjects.com
We sold

for
$128.74
Investment

$3612.51
Return

$128.74 worth of thrift-store junk

$3,612.51
“Life is not measured by the
number of breaths we take,
but by the number of moments
that take our breath away”
Taking the consumer on an

emotional journey goes from
moment to moment
Robert Pratten
CEO & Founder, Transmedia Storyteller Ltd
@robpratten
Robert@tstoryteller.com
Europe: +44 207 193 4567
USA:...
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
Remarkable by Design: Story-led Innovation
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Remarkable by Design: Story-led Innovation

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Presentation to the World Innovation Conference in Cannes, France.

We argue that advocacy needs to be baked into the design of products and services from the beginning - identifying the moments that create evangelism.

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Remarkable by Design: Story-led Innovation

  1. 1. Robert Pratten @robpratten Presentation to the World Innovation Convention, Cannes 2013
  2. 2. engage through intrinsic motivations + design for active participation
  3. 3. Robert Pratten CEO & Founder, Transmedia Storyteller Ltd
  4. 4. The Internet and Mobile Revolution
  5. 5. The consumer has moved on
  6. 6. http://www.survivalcode.com/ Wrigley’s 5 Gum
  7. 7. Affordable solar LED lighting for rural communities in the developing world
  8. 8. The AirPi is an automatic air quality & weather monitoring device powered by a Raspberry Pi  temperature, humidity, air pressure, light levels, UV levels, carbon monoxide, nitrogen dioxide and smoke level http://airpi.es/
  9. 9. CO affects • character’s mood • tone of tweets & blog posts • game difficulty?
  10. 10. • we have to design experiences that satisfy core human needs • ie. appeal to intrinsic motivations
  11. 11. • • • • • • Significance (special, important, unique) Certainty (comfort & control) Variety (surprise) Connection (love) Growth (learning, mastery) Contribution (giving back)
  12. 12. Storyworld Comfort Growth Learning Surprise Comfort Growth Learning Surprise Fan Fan Community Significance Contribution
  13. 13. www.ActiveStorySystem.com
  14. 14. Definition • Requirements • Goals • Success Criteria •KPIs, measurement • Scope •Countries, Territories, Languages, Number of Audience •Interworking with other companies & technologies •Timing & duration •Budget • Customer Development • ActSS Define the World •Story, Experience, Premise, Goals, Audience, Platforms, Execution • One Sheet • Title, log line, call to action, short synopsis • Creative direction • look & feel, tone, mood, age rating, violence, language • Team • Risks • Principal resources • names and availability • Principal creative • Principal technical development • Inbound: Licensing & copyrights • Outbound: Franchising, merchandising and licensing • Community • management, editorial, legal • Business Case Design Delivery •ActSS Design Operations •Editorial & Legal processes, •Premise, Themes, Characters, Locations, Periods, Objects, Factions, Social media guidelines, Community management, Hierarchies Escalation • ActSS Define the Experience • ActSS Define the story •Gaming, Role-playing, Exploring, Observing • ActSS Define the Execution •Timing, Events, Platforms, Pacing • ActSS Write Synopsis • ActSS Develop Synopsis into Scenes • ActSS Design the Engagement • ActSS Design Interaction • Platform-specific documentation • Marketing Communications • Series synopsis & arcs • Future stories • Media assets •Video, audio, image, text, mobile, web • Events & locations • Merchandise • Touchpoints •Owned, Paid, Earned • Languages, countries, georestrictions • Capacity planning • Controls •Production •Implementation & testing • Audience building & community outreach •Marketing communications • Advertising, SEO, paid Search, Seeding, PR, Social media •Launch •Operations •Metrics
  15. 15. Define the World • Story • Experience • Audience • Platforms • Goal1 • Execution Define the Story • Premise • Themes • Characters • Locations • Periods • Objects • Factions • Hierarchies Define the Experiences • Goals • Gaming2 • Role-playing2 • Exploring2 • Observing2 Define the Execution • Timing • Events • Platforms • Pacing
  16. 16. 6. Develop 5. Write synopsis • Premise • Themes • Characters • Conflict 7. Design the Engagement Synopsis into Scenes • Information revealed • Character development • Audience quests 7. Design the Engagement • Personalization • Actions • Teams • Pacing • Motivations • Immersion • Personalization • Actions • Teams • Pacing • Motivations • Immersion 6. Develop Engagement into Scenes • Information revealed • Audience quests • Character development 5. Write synopsis • Premise • Themes • Characters • Conflict 8. Design the Interaction • Platforms • Media • Out-of-World • In-World • Block diagrams • User Journey • platforms • phases 9. Design the Operations • Editorial process • Legal process • Social media guidelines • Community management • Escalation • Metrics
  17. 17. FEEL Gaming Role-playing Moral dilemmas, meaningful choices Role-play, provide building blocks Observing Exploring Reflection, consideration Exploring, discovering THINK DO What will the audience do? How will they be engaged?
  18. 18. Online On Location Transbay “Connected Cities” HEAD HEART EGO SOUL Tweet #PASSION Tweet #REALITY Tweet #WISDOM Tweet #FREEDOM Lead a better life - get connected and help us build an AppiCiti (www.appiciti.com) Lead a better life - get Lead a better life - get connected and help us build an AppiCiti (www.appiciti.com) Lead a better life - get connected and help us build an AppiCiti (www.appiciti.com) connected and help us build an AppiCiti (www.appiciti.com)
  19. 19. + Uncertainty A Future Story 1 Future Story 2 - Uncertainty B + Uncertainty B Future Story 4 Future Story 3 - Uncertainty A
  20. 20. Original price: $1. Final price: $88. http://significantobjects.com
  21. 21. We sold for $128.74 Investment $3612.51 Return $128.74 worth of thrift-store junk $3,612.51
  22. 22. “Life is not measured by the number of breaths we take, but by the number of moments that take our breath away”
  23. 23. Taking the consumer on an emotional journey goes from moment to moment
  24. 24. Robert Pratten CEO & Founder, Transmedia Storyteller Ltd @robpratten Robert@tstoryteller.com Europe: +44 207 193 4567 USA: +1 415 287 4150

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