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A case study of lost belief
1. A case study of Lost Belief
(2015):and the effectiveness of
interactive documentaries
Emily Burcham
Communicating Research B1032563
Abstract
This report is looking into how effective interactive documentaries are onaudiences. I
will be comparingtwoleading interactive documentaries Fort McMoneyandHollow to
see how they gaugedtheir audienceimpact. Aswell as conductingusertesting onmy
ownInteractive documentaryvia a sit alongobservation, to see how effectiveLost
Belief is ona groupfromits target audience.
2. 1
Contents
ï¶ Introduction
ï¶ Literature Review
o Fort McMoney
o Hollow
ï¶ Research methods
o Sit-Along Observation
o Screen Capture
o Observation Form
o Questionnaire
ï¶ Discussion of findings
o Screen Capture
o Observation form
o Questionnaire
ï¶ Conclusion
ï¶ Bibliography
ï¶ Appendices
3. 2
Introduction
The filmmaking industry is undergoing a revolution; withtechnology at the heart of it. The advent
ofnew filmmaking methods is increasing possibilities and making audiencesmore involved in films
âtechnologyhas always changedthe way wesee and talk about the worldâ (Kopp, 2014) Interactive
filmmaking is a growingindustry, butI believe that there isnât enoughresearchon how effective
they canactually be. âThere is a totality of experience, whichis ofa different order to a linear
documentaryâ(Perlmutter, 2014). Many filmmakers are apprehensive aboutadopting new technology
believing that it will kill traditional filmmaking. A genre where this philosophy is most significant is
in the documentaryfilmmaking industry. Interactivedocumentaries or i-docsimplement
documentaryfilms withinan interactive user interface.
There is a lot ofdebate aroundwhether interactivity in filmmaking engages ordisengages an
audience. With this paper my aim is to add some clarity to that debate by looking at my own
Interactive documentary.To see how my user interacts with it in terms ofits design and subject
matter, looking into whatkind of effectit has on people and findingout how similar i-docsalso do
this. Lost Belief is based aroundthe Pagancalendar, with one of the main aims being to change
peopleâs perceptions aboutthe religion. Therefore gauging how well it impacts on people is very
important. I will do this by usertesting Lost Belief ona groupofpeople frommy target audience. I
will thenreflect onthese results tosee if it has the intended impact.This will then hopefully answer
the question of,how effective is my I-doc onits audienceand do the complexities ofit affect the
userâs emersion into the story?
I plan tolook into how industryprofessionals judgethe impact their interactive documentaries
have. What techniquesthey have used, whatoutcomes they have derived, as well as whether they
feel they have benefited more from being interactive orwhether they couldofachieved the same
impact from being a conventionaldocumentary?I will thenconductmyownuser testing based on
my research, whichwill be carried out in the formof a sit-along observation and questionnaire. This
information shouldhopefully aid my practicein making Lost Belief.Givingme an insight on how
well it functionsandits effect onmy audience.
Literature Review
Aninteractive documentaryis âany projectthat starts withthe intention to documentthe ârealâ and
that uses digital interactive technology to realise this intensionâ (Aston and Gaudenzi, 2012) The impact
that i-docshave and how people judge that impact has always been a disputed. Tom Perlmutter
(2014) claims that âthereâs a totality experience, whichis of different order fromliner docsâsaying
that the i-doc âis becomingthe artwork ofourageâ (Perlmutter, 2015). He eludes tothe factthat
Interactive films are the next big thingto changethe media world, like TV did to cinema and cinema
did to theatre. However there are still some filmmakers that have reservations towards adopting
digital media into films. Irene McGinn (2010) believes that âthe types of narrative required fora
satisfying game, verses a satisfying film, are too different fora complete andsuccessful
convergencetooccurâ (McGinn, 2010) to many, interaction takes the engagement ofthe story away
from the audienceas theyâre able to ventureto other sections wheneverthey want, possibly
missing parts of the story.With traditional linear documentaries the audience donât get an option,
4. 3
they follow the story the filmmaker wantsthem tomake. A lot of filmmakers donât wanttheir
audiences to have controlovertheir story they wantthem toview what the filmmaker wants them
to view. There is also anissue froma commercial perspective, interactive films are limited in the
way they are distributed, with the main platformbeing online. So financinganinteractive projectis
restricted as many believe that interactive films wonâthave the same scale ofaudience as a
traditional documentary.
Howeverthere are filmmakers like Ingrid Kopp(2014),whohavetransitionedinto the world of
interactive documentaryfroma filmmaking past that explain as a filmmaker âwe never really
needed to think about whatthe audience was doingbecause wekind of new what they were doingâ
(Kopp, 2014). Howeverwith interactive design the user and the audienceâs engagement with the
projectis vital to its impact on its subject.âThe useris actively affectingthe reality ofthe interactive
documentarywhile browsingit, butshe is also affectedby itâ (Gaudenzi, 2009). The affect the i-doc has
onthe usercan only determine how effectivethe i-doc is. Buthow do we measure the scale to
whichpeople are affected?Well leading creative technologist Clint Barry (2014) claims that âimpact
isnât this number,in a way, itâs something you really have to dig into andstudyâ (Power to the Pixel, 2014)
his companyHi-impact use many systematic methods toextract audience data. They try to
understandhow to effectively manipulate the structureof a projecttoappeal to certain audiences.
Howeverfrom looking into existing i-docsto see how they determine their effectiveness the
majority choosemuchsimpler methods, suchasuser testing and social media.
Fort McMoney
A great example of an i-doc that has had enormousimpact onits subjectmatter is Fort McMoney
(Dufresne, 2015) an interactive documentaryreferred to as a docu-game(see appendix 1). It is set in oneof
the worldâs largest oil reserves FortMcMurrayand uses game mechanics toengage the userin
creating debates aroundthe social, economic andethical issues raised within community.âWe
wanted toput the whole communityin the hands ofthe audienceâ(Power to the pixel, 2015) this
structureevidently meant that they needed to measure the impact the i-doc had, as this was crucial
to the successofthe project.Ifpeople didnât engage with it there wouldnâthave been a project.The
team designed Fort McMoneytohave many social areas that stimulated their audience and
influence debates in different ways. This hasled to some staggering numberson how muchofan
audience they received â2,000,000 pageviews, 615,000 visits, 412,000 playersand 6500
commentsâ(Power to the pixel, 2015). However as David Furnesssaid ânumbersalone arenât enoughto
gauge the successofan interactive documentaryâ(Dufresne and Flynn, 2015). They used many diverse
techniquesto gain impact like utilising the press âcreatorsprovided innovative contentand
newspapersdrive audiences to the projectâ(Dufresneand Flynn, 2015). They initially partnered with news
agencies to spread the word,whichhelped generate a debate aroundthe i-doc. Duringthe
productionthey set upsome âgame mastersâ toencouragethe audienceâthose people were there
to stimulate the debateâ (Power to the pixel, 2015). Butthe main method I was interested in, and have
taken influence from,is how they useduser testing to shape the impact of the i-doc.David states
âForme, user testing is asking notonly âdo youunderstandthe story,âbut also âdo youunderstand
the experience?ââ (Dufresne and Flynn, 2015) This interactive documentaryâhas the potential to create
and sustain engagedcommunities or interests aroundissues and shared concernsâ (Nash, 2015) which
is something that I wantto achieve with Lost Belief.Iâvetaken guidancefromthe waythey have
measured audience engagement via usertesting.
5. 4
Hollow
Aninteractive documentarythat followsalong the same lines as Lost Belief inthe way it is
structuredis Hollow (seeappendix 2). Aninteractive documentarythat tells the story ofMcDowell; a
small countyin Americathat is being deserted by its youngpeople, as they head offto findwork in
bigger cities, leading to the countyâseconomydeclining. âThere is so many things that we wanted
to happenwith Hollow,all these stories that we wantedto see changeâ (McMillion, 2014) the film lets
the residents ofthe McDowell countyuploadtheir personal stories and opinionswhichare then put
into the i-doc,within a parallax scrolling infrastructure,whichissimilar to how Lost Belief is
structured.Oneof the main ways they managed to make an impact withthe film wasby associating
it with newsagencies andother relevant media âno-onesjustgonnastumble uponyourprojectyou
have to putit outthere andyou have to putit in as many places as possibleâ (McMillion, 2014).But
even Elaine McMillion the director/producer admits herself that âInthe case of Hollow,major
infrastructuralissues and health issues and educational issues canât be changedover the courseof
one yearâ (Morowitz, 2015) they knew fromthe outsetthat this i-doc alone wasnât goingto change
things overnight, it wasgoing tobe from spreading the message. âI donâtknow if we ever really
thoughtthat all ofour philosophybehind this wouldactually pay off, butwe are seeing it through
these peoples emails and tweets to usâ (Astle et al., 2013) A lot oftheir judgementoftheir impact was
based on the social media they received. This i-doc hasreally impacted onthe small townto try and
make a difference,and that is mainly seen not from usertesting, statistics orgauging the opinions
ofa global audience butfrom simply seeing the changein the community âI measure more onthe
individual level andthe impact that Iâve seen andheard Iâve heard from communitymembers after
the projectâ(Morowitz, 2015). Fromthis research I have foundthatthe best wayto measure impact is
to spread the wordaboutit, utilise social media anduser test it onits audience.
Research Methods
Inorder to gaugethe effectivenessof Lost Belief I will be user testing it on people that fit withinmy
target audience. User testing is âevaluating a productorservice by testing it with representative
usersâ(Usability.gov, 2015) itâs a crucialpart of the productionprocessin anyinteractive project,
withoutgoodfunctionality the projectseffectiveness onthe audience is compromised. âWhen
usability testing is a partof design and development, the knowledge weget aboutourusers
experience supportsall aspectsof design and developmentâ (Barnum, 2011). FollowingFort McMoneyâs
and Hollowâsexample I wantto findout, does my audienceunderstand the conceptof Lost Belief
and wasit easy to understandthat concept.
Sit-Along Observation
I conductedmyusertesting via a sit-along observation so that I would be able to gauge the
emotional response my userhas to the project,becauseone of the benefits of this method is that
yourable to see their physical responseto the project. âAlthoughit is possible tocollect far more
elaborate data, observing usersis a quickwayto obtain an objective view ofa productâ(Gomoll and
Nicol, 1990). I also wanted to documenthow well they explored the project,lookingat which
6. 5
navigation path they took, how muchattention they spent on eachsection and whetherthey
enjoyed it. I did this byfollowing the three main observational protocol;test monitoringwhere I
observed andrecorded the participants behaviour,direct recordingwhere I recordedwhatthe
participant is doing and thinking aloudwhere I recordedwhatthe participant wassaying duringthe
observation âInthe interest ofmaking usable designs weobserve, we donâaskâ (Nielsen and Pernice,
2011).
I conductedmyselfin an unobtrusivemanner with my participants sothey couldexplore my i-doc
ontheir ownâwithunobtrusiveobservation you learn whether people canuse yourdesign in an easy
and efficient way,and whetherit is not the caseâ (D'Hertefelt, 1999). The way I conductedmyself during
the observation wasvital as I wantedmy participant tofeel as relaxed as possible in order to get the
best results. âGetting this interaction right is essential to creatinga positive experience forthe
participant and reliable results fromthe testâ (Barnum, 2011). Originally I set outto have around10
participants, howeverwith the amountof data I will be gaining I decided to cutthis down,tosave
time and focusmoreon the eachparticipant. I eventually hadfourparticipants whichI found by
sending outan email (see appendix 3) to people whofitted withinmy target audience of around20-50
year olds with a sense of how to usetechnology.This gave me a perception ofhow Lost Belief will
be received within its general audience. Howeverthere are some issue with usertesting via an
observation method, the main being that you gain so muchdata that it can be hardto analyse.
HoweverI feel, Iâve combated this issue by not havingmany participants and by setting the data out
into a table.
Screen capture
My plan was torecord the screenof the user as they wentthrough Lost Belief to get data onwhat
buttonsthey clicked, whichnavigation path they took and how muchtime they spenton certain
sections.I wouldof liked toof had uniformedvideos, howeverdue to the softwarenot being
available in the university they were all filmed in different locations,so they varied in quality. For
some participants I hadto film with a video camera instead of usingscreen capture software.Which
wasnât ideal as it was harder totry and keep them outof the footage andfocusonthe screen; butI
made this clear to my userand they all seemed happy withthis method.But dueto a number of
reason, lack ofmemory orbattery onthe equipment, I wasnâtable to film all of the observation.
With some participants I observedthem using their owncomputerssomanaged to film the screen
via their screencapture software.Butthis wasnât ideal and if I was to dothis again I woulddefinitely
try and be a bit more organised. Instead ofsaying to my participants that they couldchose a time
and place I wouldof allocated them a time andfounda space ideal for the observation to take place.
Apartfrom this set back, I feel that the observations wentwell. They led to a number ofchanges
throughoutthetesting. Whichmeant that each participant tested a different versionof Lost Belief
and led to each observation being different.This I feel wasbetter, thantesting the same version
every time as I couldgaugetheir reactions tothe changesas well as to the initial project.I plan to
also reference these videos in the development of Lost Belief asthis research has helped the
productionofmy project.Inall this footage has been invaluable to me.
Observation Form
Whilst the participants tested Lost Belief,I filled outan observation form in orderto recordtheir
physical reaction to the i-doc that wasn'tbeing recorded onthe screen. I noted data suchas what
questionsthey asked, if they got stuckorif there wasanything that they want to commenton.
7. 6
OnceI hadall this data I collated it into a table to better clarify the results. I couldsee whatneeded
changingin my projectin order forit to have better functionalityand better impact onits audience.
Onthe formI loggedthe participantâs age and whatmood they were in whentesting Lost Belief.I
felt that their age was significantas I wanted tosee how people from different generations reacted
to it. AlthoughI only managed to get one participant over the age of 30 as some people had to drop
outdue to ill health. This still gave me a different perspective on the project,whichis especially
helpful as my target audience is mainly people in their late 20âsand 30âs.I wouldofliked to ofhad
more people within this bracket, however the participants weremainly people I knew and so were in
their early 20âs.Their moodwas also important to my study as I want to see the feeling they got
from Lost Belief,thiscouldonly be done froma sit-along observation.As it gave me a good idea of
justhow effective the i-doc was ontheir general temperament.
Questionnaire
Whilst the observationwill tell me their responses and the screencapturewill tell me how well they
navigated throughthe project,I also wantto know their opinionof the project.Soonce the
participant had gonethroughthe i-doc I asked them to fill out a questionnaire to gain their
comprehensionof Lost Belief.Thequestionnaire will be mainly based onthe Likert scales (Likert 1932)
where the user is offereda set ofanswersbased ona scale of 1-5.âParticipantdonât always like to
state a negative opinion out-loud,butthey are oftenwiling to express one whenfacedwith a
ranking systemâ (Unger and Chandler, 2009). I wanted to usethis method as it allowed me to get a better
perspective ofwhat my participant thoughtaboutthe projectwhilstat the same time not offering
the participant a too complexanswer. I want to keep it rather minimal as I donâtwant to overwhelm
my participant with questions,as theyâve already spent time user testing the project.
When constructingthequestionsI followed Bell and Waters plan to âgoback to yourhypothesis or
to the objectivesand decide whichquestions youneed to ask to achieve those objectivesâ (Bell, 2010).
So based onthis the questionsI putin the questionnaire were based aroundthe objectivesI set out
in my proposal. Followingthe Likert scale I decided to offermy participant a set of1-5 options
rangingfrom nothing â a lot, to gaugetheir reactionin a waythat wouldn'tintimidate my user.I will
also give them the option toexpress their opinionsvia a standardtext box, soif they have more to
say that canât be expressed via the Likert scale they have that option.
Discussionof findings
I conductedmyusertesting andgot some great data fromall the methods I usedâcombiningtwo
research methods providesa richerpicture ofthe user than one method canprovide onits ownâ
(Unger and Chandler, 2009). I managed toget fourparticipantsto take part that all signed consentforms
(see appendix 4),howevera few participants droppedout dueto ill health ortime constraints. I made
sure that they knew whatwas happeningand how the user testing wouldaffectmy project.I also
made sure they were comfortable to take part before proceeding. They also knew my practice was
to film them as they wentthroughthe i-doc whilst filling outan observation form.Then oncethey
had finished Iasked them to fill outa questionnaire based on their experience. So with all my data
collected I beganto determine what it all meant.
8. 7
Screen Capture
Lookingthroughall my footage (see appendix 5) I couldsee exactly how my user reacted to it. Their
responses tothe Lost Belief wasgenerally quite positive, althoughthe participantsdid pointout
quite a few flaws. I could see from the footagewhichareas they clicked withoutme guiding them.
They often didnât understandwhichway togo or chosea section anddidnât know how tocontinue
the story. Participant1 decided to scrolldowninstead ofusing the navigation system. Participant 2
mainly clicked onthe centre images taking them to the video butcouldnâtunderstandwhere the
next pages were.Participant 3 gotreally stuck tryingto navigate throughthe pages,going from
home to yule to spring butnot toany other pages. Participant 4had better luck navigate through
all the pages butused a scrolling method the majority of the time. Apartfromthe forth participant
they all choseYule first, whichis goodas this is where I want them to start âPeople think âtop-
downâ,so toenhance interactivity, youshouldmake navigation obvious,convenientand easy to
useâ (Le Peuple and Scane, 2003) wetraditionally gofrom left to right and fromtop to bottomin the
western worldwhenwe are faced withan interface, whichis whyi designed Lost Belief sothat Yule
wouldbe first. I think this theory is somewhat provenby this user testing. Fromthis I foundthatmy
navigation wasnât really workingand Ineeded tomake some serious changes.
Observation Form
With the footage at not the best quality, I gotthe majority ofdata from the observation form (see
appendix 6). I also noted downwhichnavigational path they took. Tosee if the participants could
easily understandeach part and whetherthey missed sections whichwouldinterfere on their
engagement. Participant 1 didnât use my navigation much,whichled tothem missing parts
depending onwhere they clicked. With them using a scrolling method they also didnât really focus
muchonthe project.Participant2 was a lot more engage with the projectbutmainly liked the video
elements as they clicked on them first but didnât realise theyâre wasmore than justvideos. This
meant that they missed a lot ofthe other sections soI had to guidethem to those parts.But I did
get a very positive responsefrom participant 2.So after this I changedmy navigation so that the
buttonswere a lot more significant I tested the third participant. However even withthese changes,
they still didnât understand the project.They foundthemselves getting stuck between the different
sections andwanted to stopthe testing half waythrough, so they missed a large chunkofthe i-doc.
Afterthis I made an introductionso the navigation was a bit clearer. Participant 4found it a lot
easier to move throughbutstill had some slight trouble.They tooalso clicked onthe centre images
first and scrolled instead of usingthe buttonsbut managed to findand watcheach section.
There was a few issues as well as the navigation however.For participant1 the pages took a while to
load whichmeant that they gotbored of waiting andscrolled past parts that hadnât loaded in time.
This meant that they didnât engage with them parts, whichare essential to understandingthe
pagan belief. So I added a page loader after this usertest, in orderto eradicate this issue with my
secondcontributor.Participant2 struggledto read the text on some parts and didnât realise they
couldscroll to other partsdue to the fact that they wentto the video sections first. They also
wanted toknow more information onwhere the videos were filmed anddidnât realise the videos
had ended, as they did so abruptly.So after this made the buttonsclearer for my third participant
howeverthey were still confusedbysome ofthe images on the scrolling pages,they didnât like the
way that they appeared on the page. Participant4 had less trouble as I added anintroduction
explaining the i-doc more, they foundsome text hard toread butin general enjoyedthe piece.
9. 8
There were also some goodpoints that came frommy user testing. Participant 1 enjoyed the
illustrations and how they were animated. Participant 2 really enjoyedthe films andwas really
engaged with the projectin general, they said that they foundthe piece very informative.
Participant 3foundmy music quite calming and like the incorporationof a twitter feed. Participant
4 also enjoyedthe videos andenjoyed reading aboutthe rituals. So I feel every participant had a
goodreaction but a lot ofissues were foundand some participants engagement varied due to these
issues.
Questionnaire
I gota lot ofinformation fromthe observationform butI goteven more fromtheir questionnaire
(see appendix 7). A main aim of Lost Belief is to educateits audienceon the pagan belief. So one of the
main questions I wanted to ask is justhow muchmy audience has learnt fromthe i-doc? Outof the
fourparticipants twosaid they hadlearnt a lot, one said they hadlearnt a little andone said that
they didnât know.This is a very positive result to me. Fromthis I canjudgethat Lost Belief hasat
least a little impact onmy audience and their knowledge onpaganism.
Followingon fromthis I wantedto know if their perceptionson Paganism hadchange.Many still
believe that paganism is a wickedculture ofsacrifice and witchcraft;yet their truebelief is simply a
reverence fornature and all living things. Anothermain aim of Lost Belief is to dispel that
misconception. Fromthe questionnaire I foundthat I had mixed results. One said their perceptions
had changeda lot, one said a little, one said not sureand one said not a lot. From this I canât really
determine a result. I wishI had usertested more people as this might have given me a more
conclusiveresult. Especially as this is a rather important topic that I wantto get an answer to.
HoweverI also asked them to explain whytheyâre perceptiondid ordidnât change.Two people said
that they had an idea aboutpaganism but they learnt more about it, one person didnât realise just
how popularit is and one personthoughtit wascool.From this I gathered that Lost Belief didhave
some impact on their already existing idea ofthe pagan religion and that they did find it fairly
engaging.
The plan with Lost Belief is to create a social aspect within the community.A place for them to go
and share their events and stories. I wantthe i-doc to be engagingto my audience, in order for
people to accepttheir belief andpossibly partake in pagan activities. Therefore asking the question
ofwouldyou considergoing to a paganevent? is important to my user test; three of my participants
said that they wouldgoto a pagan event with only onesaying that they wouldnât.This is a great
result as it means that my i-doc is making people more aware ofpagan events andthat people are
becomingmore open-mindedtowards it. I wouldreally love to see more people embracingthis
cultureand fromthese results it seems that the i-doc is changingthat.
Anotherfactoris how muchthey enjoyed Lost Belief.This is important to any project, butI wanted
to know whichsectionthey enjoyedthe most. Forme, this will tell me, whatpart of the i-doc my
audience is going toengage with the most. It seems that everyone enjoyedmy calming music.
Some enjoyed the videos, some the animation, andsome justenjoyedthe whole thing. This is a
great result for me, knowingthat people are enjoyingmy piece is goingto make it more engaging
foraudiences and makes all the effort is worthit. I also asked them to leave any commentsin case
they maybe didnât findit enjoyable or justwantedto let me know any extra thoughtson it that
werenât answered with the questions. Some justadded to whatthey thoughtwasgoodabout the
10. 9
project,withone stating that they wouldrecommendit others andfoundit a goodeducational tool.
Whereas others commented onwhat I could improve upon.This feedbackwas very beneficial, as it
gave me the impression that not only are people engaging with it themselves butthey are willing to
actively help me improve it andspread the wordaboutit.
Conclusion
So fromthe usertesting I have gathered that my navigation needs improvingbut overall the
message is getting throughto my audience. Althoughthere were a few issues, the majority seemed
engaged with the projectwhichmeans that my i-doc is havingsome effect on people.
This sit-along observation and the questionnaire have been invaluable to my project.I have learnt a
great deal aboutjust how effectiveLost Belief ison its audience. IfI was to doit again howeverI
woulddefinitely workmore professionally in the organisation of my usertesting. I wouldmake sure
they were all tested in the same room, underthe same conditionsand withthe same software.This
user testing has notonly been a benefit to this module but it has also helped my masterâs degree.
Fromthe feedback I have gained Ihave added an introductionto better explain my piece and Ihave
also restructuredmy main navigation. Simplifying it so that my user wonâtmiss certain sections and
pieces of information.Without this user testing my projectwouldbe a very complex piece that I
donât believe wouldhave engaged my audience half as muchas I want. Butfrom peopleâs reaction I
think I have putLost Belief into a very positive position, and the new structurederived from the
testing is goingmake my projectvery effective onits audience.
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Appendices
1) FortMcMoney -http://www.fortmcmoney.com/#/fortmcmoney
2) Hollow -http://hollowdocumentary.com/
3) Email
4) Consentforms