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

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how to get from concept to story?concept STORY

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

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

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

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people & human interaction

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people + interaction = story classical principles of drama

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Aristotle’s dramatic principlesplot + character + setting = good story how does this change with interaction?

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concept to story Narrative / Story Experience ThemeWhat is the reading experience?

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

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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

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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 classhttp://visual.ly/social-gaming-good-bad-and-ugly

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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 decisionshttp://visual.ly/social-gaming-good-bad-and-ugly

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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’ povhttp://visual.ly/social-gaming-good-bad-and-ugly

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Scenarios UX - design thinking

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user testing?

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MIT Media Labnew building 2010

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■ 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

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■ 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

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

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Siobhan O’Flynn, PhDCFC Media LabUniversity of Torontosioflynn@gmail.com@Sioflynnsiobhanoflynn.com thank you