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Deep Impact or Armageddon? Moving from Idea to Design


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When two businesses have the same idea at the same time, what determines the "winner"? Often the greatness of the idea alone is not enough to predict success, and being first to market can be overrated. If you can connect your idea with the lives of your customers and craft an experience that's useful and enjoyable, you can create something that's truly unique.

In this session Carolyn Chandler, Experience Design author, consultant and instructor, will discuss moving from idea to design. You'll learn about design principles that can help you both realize your vision and impact the lives of your customers.

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Deep Impact or Armageddon? Moving from Idea to Design

  1. 1. DEEP IMPACT OR ARMAGEDDON? Moving from Idea to Design
  2. 2. Hi, I’m Carolyn (Chandler)… @chanan Author, & UX Design Instructor for:
  3. 3. Almost every quarter there are common problems people want to address. • How can we use new technologies to engage students in the classroom? • How can we help people find well- fitting places to live? • How can we make the everyday commute less painful?
  4. 4. Sometimes the general product idea is very similar as well. IDEA: Make the everyday commute less painful by integrating data from multiple sources (schedule, location, weather, traffic) to proactively alert users of travel issues, recommended schedules, or
  5. 5. Which leads to the question… When the idea is essentially the same, what differentiates one experience from another? Differences may come out in a variety of ways, but differences in experience design can be be crucial…
  6. 6. EXPERIENCE DESIGN considers… Who the primary users are Why they care about your product NOW How it fits into their lives How they feel when using it …which drives decisions about platforms, features, and density of the interface
  7. 7. To illustrate the difference this makes… Let’s talk about disaster movies. Which are kind of like start-ups.
  8. 8. When talking about movies that execute against the same idea, not much beats Deep Impact and Armageddon.
  9. 9. When a “planet-killer” sized comet is discovered to be on an imminent collision course with Earth, an international space effort - led by the United States - sets out to deflect the object by setting off nuclear weapons deep inside its core so that it will miss Earth and, therefore, save humanity. Bryce Zabel. movie smackdown SIMILAR IDEA
  11. 11. SIMILAR “ZEITGEIST” What inspired the killer comet idea? Hale-Bop Spotted in 1995 by amateur astronomers Passed “near” Earth in 1997 – 212, 236, 887 miles away
  12. 12. SIMILARLY PANNED BY CRITICS Deep Impact Armageddon
  13. 13. BUT NOT SIMILAR BY AUDIENCES Deep Impact Armageddon
  14. 14. DIFFERENT BOX OFFICE RESULTS $75,000,000 $41,152,375 $220,623,306 $67,422,722 $140,000,000 $36,089,972 $553,709,788 $104,806,521 Budget (est): USA Opening Weekend: Gross worldwide: Rentals:
  15. 15. Armageddon went on to beat Saving Private Ryan as the highest grossing film of 1998.
  16. 16. How are Deep Impact and Armageddon different when it comes to the experience?
  17. 17. WHY ARE BIG DISASTER MOVIES POPULAR? • Intensity of “it could happen” • Thrilling action with killer special effects • Familiar actors having intense emotions and relationships mindlessly thrilling deeply thought- provoking
  18. 18. What criteria should we use when comparing the experience of the two movies?
  19. 19. Based on research I picked: Emotion Action Humor Character Plot
  20. 20. EMOTION SCALE minor fight, touc hing moment 1 2 3 4 5 sobbing (joy or sadness) slight tension
  21. 21. CHARACTER SCALE intro to A- lister, grea t B-lister moment 1 2 3 4 5 super-quotable moment, esp. for A-list character mediocre intro or minor character
  22. 22. ACTION SCALE 1 2 3 4 5 something minor blows up cat jumps out at actor something major blows up, A-lister gets killed (or do they?)
  23. 23. Then I watched both movies and rated them, minute by minute.
  24. 24. EVERY MINUTE…
  25. 25. DEEP IMPACT 0 1 2 3 4 5 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Emotion Action Humor Character Plot
  26. 26. DEEP IMPACT 0 1 2 3 4 5 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Emotion Action Humor Character Plot 0 1 2 3 4 5 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Emotion Action Humor Character Plot ARMAGEDDON
  27. 27. DEEP IMPACT ARMAGEDDON 0 1 2 3 4 5 6 0 1 2 3 4 5 6 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
  28. 28. Critics of Armageddon dinged, among other things, the frenetic pace. But differences between critics and the primary audiences seem to show here. CRITIC AND INVESTOR, DIVIDED FROM AUDIENCE
  29. 29. “Deep Impact attempts a realistic response to a cosmic threat. “Armageddon is just a warm-up exercise in loud stupidity from the patron saint of the loud and stupid, Michael Bay, who would take this practice run and get much, much better at being even louder and more stupid…” THOSE WHO PREFER DEEP IMPACT – WHAT’S THE DIFFERENCE?
  30. 30. “Have you ever seen Michael Bay? It's the face of abject stupid mediocrity and the blank- eyed stare of the never-grown-up slow adolescent.”
  31. 31. “The difference? Maybe that [Armageddon] wasn't, you know, boring as hell?” – user review THOSE WHO PREFER ARMAGEDDON- WHAT’S THE DIFFERENCE?
  33. 33. Big-budget blockbusters generally target the theater-going crowd. AUDIENCE DEMOGRAPHICS • Adults18-29 are 71%* more likely than all U.S. adults to have seen a movie at a theater on opening weekend in the past 12 months. • Action movies also play well overseas. *Scarborough USA + Release 2 2011
  34. 34. For a lot of heavily marketed Hollywood blockbusters, the pitch to investors doesn’t even include a script. It includes an IDEA and some kind of UNFAIR ADVANTAGE
  35. 35. For a lot of heavily marketed Hollywood blockbusters, the pitch to investors doesn’t even include a script. It includes an IDEA and some kind of unfair advantage. • A box-office A-list actor • A director with a proven track record • Access to material no one else has
  36. 36. Mimi Leder TV, The Peacemaker, TV … Morgan Freeman, Robert Duvall Tea Leoni, Elijah Wood, Leelee Sobieski Michael Bay music videos, The Rock Bruce Willis, Ben Affleck Liv Tyler Owen Wilson, Billy Bob Thornton, Steve Buscemi Director: Big Box Office: Draws: Semi-Known: HOW THEY COMPARE
  37. 37. AND ROMANCE?
  38. 38. Critics aren’t your target audience for DESIGN. Neither are your investors or stakeholders. They depend on the person with the design vision to be the director.
  39. 39. Emotion Action Humor Character Plot
  40. 40. Emotion Action Humor Character Plot You FEEL Bay has design principles at work Character introductions must include humor or action, preferably both. Maintain a constant high through plot twists (surprise), relationship drama (happiness/sadness/anger), or explosions (fear)
  41. 41. WHAT IS YOUR SCALE? Emotion? Action? Trust? Pleasure? Meaning?
  42. 42. A CHALLENGE If you’re working on a project and you don’t feel you have a scale, or design principles – hold a brainstorm with your team and start finding them!
  43. 43. DESIGN PRINCIPLES ARE… Guiding statements that intentionally constrain design decisions in a way that help you meet your team’s vision.
  44. 44. An activity that helps you communicate the power of constraints, like design principles
  45. 45. You’re an event planning company who specializes in designing interesting, custom events for sales professionals who want to spend quality time with their customers. Your client is an athletic footwear company. They want an active event to engage buyers from retail stores. Spend 5 minutes designing an event with only the info above.
  46. 46. Activity Context # of Attendees Music Water Museum* Competing* Finding hidden things Making something 10 customers 50 customers 200 customers* Randomly Pick 1 of each and design for 5 more minutes
  47. 47. The results were much more interesting and real. Participants were also much more excited about them. Then we told them about the power of constraints.
  48. 48. Trust Your Accountant Your Mom Spock Use your scale to explore constraints A customer calls about a billing issue. How would Spock respond?
  49. 49. Designing with design principles makes it more likely… You’ll have deeper impact than Deep Impact.
  50. 50. Adventures in Experience Design: Activities for Beginners (December release) A Project Guide to UX Design (available on Amazon) Carolyn Chandler @chanan ADMCi: THE END…?