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Concept  Naming,  Personas,  Scenarios
CWC  Strategic  Digital  Leadership  Accelerator
  

        Siobhan  O’Flynn,  PhD.          OCADU    Nov  1  2012
how to get from concept to story?




concept                      STORY
a concept is...
    •   theme

        •   idea

            •      notion of concept

    •   for a product

        •   service

            •      device

                   •    experience

                        •   environment
a concept is...
    •   future form

            •   practice

                •     platform

                      •    mode of engagement

                           •     context for experience

                                 •   physical and/or digital
a concept is...
    •   future form

            •   practice

                •     platform

                      •    mode of engagement

                           •     context for experience

                                 •   physical and/or digital


         What is left out in this List?
people & human interaction
people
         +   interaction
                           =    story




         classical principles of drama
Aristotle’s dramatic principles




plot   +    character   +   setting   =   good
                                          story



             how does this change
             with interaction?
concept to story
        Narrative / Story


           Experience


             Theme




What is the reading experience?
how to get from concept to story?




concept                      STORY




   how does this change
   with interaction?
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
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
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
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
Scenarios

            UX - design thinking
user testing?
MIT Media Lab
new building 2010
■ 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
■ 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
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
Siobhan O’Flynn, PhD
CFC Media Lab
University of Toronto


sioflynn@gmail.com
@Sioflynn
siobhanoflynn.com

                        thank you

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CWC Concept to Story - The Key to Experience Design

  • 1. ` 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
  • 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