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CWC Concept to Story - The Key to Experience Design

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CWC Concept to Story - The Key to Experience Design

  1. 1. ` Concept  Naming,  Personas,  Scenarios CWC  Strategic  Digital  Leadership  Accelerator   Siobhan  O’Flynn,  PhD.          OCADU    Nov  1  2012
  2. 2. how to get from concept to story? concept STORY
  3. 3. a concept is... • theme • idea • notion of concept • for a product • service • device • experience • environment
  4. 4. a concept is... • future form • practice • platform • mode of engagement • context for experience • physical and/or digital
  5. 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. 6. people & human interaction
  7. 7. people + interaction = story classical principles of drama
  8. 8. Aristotle’s dramatic principles plot + character + setting = good story how does this change with interaction?
  9. 9. concept to story Narrative / Story Experience Theme What is the reading experience?
  10. 10. how to get from concept to story? concept STORY how does this change with interaction?
  11. 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. 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. 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. 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. 15. Scenarios UX - design thinking
  16. 16. user testing?
  17. 17. MIT Media Lab new building 2010
  18. 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. 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. 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. 21. Siobhan O’Flynn, PhD CFC Media Lab University of Toronto sioflynn@gmail.com @Sioflynn siobhanoflynn.com thank you

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