StoryScaping(tm) Short Version

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  • I have a proposal for SXSW 2015 to go into more detail about storyscaping. If you've enjoyed this teaser then please show some support by voting for & sharing info about my panel http://panelpicker.sxsw.com/vote/33645
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  • Today was introduced to the MSc Informatics students at TUM. Go You Sapient :)
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StoryScaping(tm) Short Version

  1. 1. STORYTELLING vs. STORYSCAPING GASTON LEGORBURU
  2. 2. Storytelling:" Sharing of events with words,
images sounds,and/or experiences
 Sometimes with improvisation
 or embellishment.!
  3. 3. THESAMEstory
  4. 4. STORIES are STRUCTURED. There are a fewcrucial elements of a story. Plot, Characters and Narrative Point of View.
  5. 5. PATTERNS help us MAKECONNECTIONS.
  6. 6. Seven basic PLOTSComedyTRAGEDYOVERCOMING THE MONSTERThe Voyage & ReturnThe QuestRags to Riches!Rebirth
  7. 7. Ten emotional DESIRES1.  T h e d e s i r e t o b e T A K E N S E R I O U S L Y2.  T h e d e s i r e f o r “ M Y P L A C E ”3.  T h e d e s i r e f o r S O M E T H I N G T O B E L I E V E I N4.  T h e d e s i r e t o C O N N E C T5.  T h e d e s i r e t o B E U S E F U L6.  T h e d e s i r e t o B E L O N G7.  T h e d e s i r e f o r M O R E8.  T h e d e s i r e f o r C O N T R O L9.  T h e d e s i r e f o r S O M E T H I N G T O H A P P E N10.  T h e d e s i r e t o F I N D L O V E
  8. 8. STORIES areHARDWIRED into thehuman brain.
  9. 9. As advertisersWE LEVERAGE STORIES to drive behavior
  10. 10. SOMETIMES we rideON THE BACK of others.
  11. 11. TOP 10 YOUTUBE videos of 201110. Cat mom hugs baby kitten9. Maria Aragon "Born This Way" cover8. THE FORCE VOLKSWAGEN COMMERCIAL7. The Creep (featuring Nicki Minaj & John Waters)6. Look At Me Now Cover by KarminMusic5. Nyan Cat4. Talking twins3. Jack Sparrow (featuring Michael Bolton)2. Ultimate Dog Tease1. Friday by Rebecca Black
  12. 12. OTHER TIMES WE ARETHE CREATORS
  13. 13. It’s allSTILL VERY RELEVANT but…
  14. 14.  O }-­‐<Q<=10018MTWThF  02.28.08   7 :55pm   | *   * |   Q <=  O}-­‐<   ½ ?...1/256?     O mg!   < 3   TELLING A STORY IN THE LANGUAGE OFlol!{u}(       ) 3=<“>=H 2 07xNaCl   THE AUDIENCE CAN CREATE A BOND.yllambywlaw   Q <=   “ ?”   O }-­‐<   OR THE LANGUAGE CAN BE PART OF THE STORY...-­‐.etc     j v*o/*   # *@%!   “ -­‐-­‐-­‐   -­‐ -­‐-­‐”   Rives, Ted talks 2008aabb   O }-­‐<   : (|)   x Xx   } )i({   SW     . +  5 th /42 nd         o         N o.2   -­‐    } ?  
  15. 15. AND TODAY, we can takeENGAGEMENT throughINTERACTION
  16. 16. Game design PRINCIPLES1.  E a s y t o l e a r n , l i f e t i m e t o m a s t e r2.  S i m p l e , o b v i o u s c o n t r o l s3.  A l l o w d i s c o v e r y t h r o u g h s i m p l e e x p l o r a t i o n4.  C l e a r , i m m e d i a t e a n d m e a n i n g f u l f e e d b a c k5.  O f f e r s h o r t t e r m & l o n g t e r m g o a l s6.  V a r y t h e c h a l l e n g e s s o p l a y d o e s n o t b e c o m e r o u t i n e7.  O f f e r m o r e t h a n a h i g h s c o r e a s a r e w a r d , m a k e g a m e p l a y intrinsically rewarding & social
  17. 17. 4 players STYLESACHIEVERSEXPLORERSSOCIALIZERSPLAYER KILLERS
  18. 18. Five experience DIMENSIONS1.  ACCESS: the ability to reach other persons, activities, resources, services, information, or places2.  C O N T R O L : t h e d e g r e e t o w h i c h u s e o f t h i n g s , a c t i v i t i e s , and spaces is controlled by their users3.  F I T : t h e m a t c h b e t w e e n a p e r s o n a n d t h e i r s u r r o u n d i n g d e s i g n e d to support the activities that they will customarily engage in4.  V I T A L I T Y : t h e t a p p i n g o f h u m a n p o w e r s : f u n c t i o n s & e m o t i o n s5.  S E N S E : t h e a b i l i t y t o k n o w i d e n t i t y a n d p l a c e , where or when one is
  19. 19. I have a few newDIMENSIONS for you to consider
  20. 20. Five New Bits STORYSCAPING 1) The experience space2) Find yourself an “organizing idea” Not just a big idea 3) Develop a Storyscape, not just a storyline4) Apply structure “Systems thinking” 5) Never use a period
  21. 21. N o . 1  UNDERSTAND THEEXPERIENCE SPACE
  22. 22. ften to o o g is isin dv ertin aSTORY YELLING
  23. 23. ( YOU LEARN THAN MUCH MORE FROM FROM E X P E R I E N C E S   A S T O R Y   )
  24. 24. IT’S NOT JUST THIS STUFF
  25. 25. Experience SPACE Ideas Consumers Interaction Transaction Brands Platforms
  26. 26. N o . 2   FIND YOURSELF ANORGANIZING IDEA
  27. 27. THE EXPERIENCE IS COMPLEX,KEEP YOUR STORY SIMPLE.
  28. 28. Experience SPACE Consumer ORGANIZING IDEA Company
  29. 29. Experience SPACE ORGANIZING IDEA
  30. 30. N o . 3  STORYSCAPES
  31. 31. NOT justLINEAR
  32. 32. CREATE anIMMERSIVEenvironment
  33. 33. BOOKS MOVIESGAMES THEME PARK
  34. 34. DIFFERENT LEVELS OF IMMERSION
  35. 35. Experience SPACE ORGANIZING IDEA +CONNECTIONS PLAN
  36. 36. N o . 4   APPLYSYSTEMSTHINKING
  37. 37. THE COMMONINTERFACE OF LEGO
  38. 38. apply a littleGAMEIFICATION
  39. 39. OR a TON
  40. 40. Experience SPACE ORGANIZING IDEA +CONNECTIONS PLAN
  41. 41. RY THE STO TURE C ARCHITE RY THE STO E CTURARCHITE
  42. 42. N o . 5   NEVER USE A PERIOD.ALWAYS USE A COMMA.
  43. 43. One finalTHOUGHT,
  44. 44. Five New Bits REMEMBER Be conscious of experience space Push your teams for an “organizing idea” not just a “big idea”Engage consumers in your Storyscape not just a Storyline Apply systems thinking Never ever use a period,
  45. 45. THANK YOU,Want these slides? @gastonleg or Gaston@Sapient.comsapientnitro.com

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