1.
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Concept Naming, Personas, Scenarios
CWC Strategic Digital Leadership Accelerator
Siobhan O’Flynn, PhD. OCADU Nov 1 2012

2.
how to get from concept to story?
concept STORY

3.
a concept is...
• theme
• idea
• notion of concept
• for a product
• service
• device
• experience
• environment

4.
a concept is...
• future form
• practice
• platform
• mode of engagement
• context for experience
• physical and/or digital

5.
a concept is...
• future form
• practice
• platform
• mode of engagement
• context for experience
• physical and/or digital
What is left out in this List?

6.
people & human interaction

7.
people
+ interaction
= story
classical principles of drama

8.
Aristotle’s dramatic principles
plot + character + setting = good
story
how does this change
with interaction?

9.
concept to story
Narrative / Story
Experience
Theme
What is the reading experience?

10.
how to get from concept to story?
concept STORY
how does this change
with interaction?

11.
P-E-R-S-O-N-A
As a memory aid, each letter in the word PERSONA links to a key
criteria:
■ P is for Primary research
■ E is for Empathy
■ R is for Realistic
■ S is for Singular
■ O is for Objectives
■ N is for Number
■ A is for Applicable
‘How do I know what I don’t know?’
http://www.userfocus.co.uk/articles/personas.html

12.
Demographic:
Female, Aged 15-50
55% of social gamers are women
38% play multiple times a day
68% play with people they know
78% of women earn in-game
virtual currency
to...
Persona:
Saima Patel, Aged 22
Studying Criminal Law at University
Works part-time for an immigration
support agency
Plays Farmville, other mobile games
Has limited income for non-
essentials & limited data plan
Spends 3-4 hours a day on transit
Downloads games to play when not
reading for class
http://visual.ly/social-gaming-good-bad-and-ugly

13.
Personas:
1. ethnography
2. can be condensing of target
audience based on interviews
3. evoke empathy: name, pic, story
4. realism
5. unique
6. indicates interest in your...
7. small set of personas
8. purpose:
clarify & enable design decisions
http://visual.ly/social-gaming-good-bad-and-ugly

14.
Personas:
1. provide focus
2. conceptual consistency
3. test design ideas
4. tell stories
5. imagine scenarios of use
6. how will individual people interact
with your company? service?
product?
7. Tell story/stories from your user/
client/audience/fans pov
8. Identify barriers to engagement
not visible from producers’ pov
http://visual.ly/social-gaming-good-bad-and-ugly

15.
Scenarios
UX - design thinking

16.
user testing?

17.
MIT Media Lab
new building 2010

18.
■ User scenarios describe the greater context of a task including the
conditions, motivation, and environment of the task, experience,
service, interface, for a particular user group represented via a
persona.
■ These usually include all the details interaction designers need to
understand what the user is trying to do and what they need. User
scenarios include this rich, contextual user information.
Scenarios

19.
■ User scenarios describe the greater context of a task including the
conditions, motivation, and environment of the task, experience,
service, interface, for a particular user group represented via a
persona.
■ These usually include all the details interaction designers need to
understand what the user is trying to do and what they need. User
scenarios include this rich, contextual user information.
■ A scenario is a description of an experience or process
narrated by a user.
Scenarios

20.
Scenario
Saima, a 23 year old Canadian, is studying goldsmithing
at George Brown College & working part time in a west-
end Toronto restaurant. Walking home from work, she
sees a new poster campaign with a single image and url.
The image and the url ‘doyouhaveanexitplan.com are intriguing as she’s a
big fan of scifi and on a whim she searches the url on her smart phone. A
webpage loads with a counter marking down 17 days, 6 hours etc, & a
text calling for recruits for a colonizing trip to Mars, in the event that the
message picked up from Arkab Posterior does indeed signal an alien
invasion.
Underneath the recruitment call is a ‘register’ tab which she clicks. She
inputs the requested information: name, age, sex, allergies, email, phone
number, musical taste, party entertainment skill/talent, and relationship
preferences (monogamy to polyamory) and number of envisioned children.
Once submitted, a further page opens with the invitation to play a skills
testing game. She realizes she can’t play this effectively on her smart
phone as she walks, so she closes the page & continues home.
Once home, she opens the site on her computer & looks for a sign in tab
and she doesn’t see one. Frustrated, she decides to do other things &
opens her email. There she finds a welcome email from the website’s
recruitment & she clicks on the confirm registration link and is taken back
to the game. She plays through a couple of the skills tests & then has to
break off....
‘Glossary‘ source: www.tmcresroucekit.com

21.
Siobhan O’Flynn, PhD
CFC Media Lab
University of Toronto
sioflynn@gmail.com
@Sioflynn
siobhanoflynn.com
thank you