Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Pixel Lab 2014_Paul Tyler_Content is king, but content is his mistress

1,052 views

Published on

Paul Tyler, Founder, Handling Ideas

Published in: Technology
  • Be the first to comment

The Pixel Lab 2014_Paul Tyler_Content is king, but content is his mistress

  1. 1. Paul Tyler Copenhagen, Denmark @paultylerdk #handlingideas www.handlingideas.com http://www.facebook.com/HandlingIdeas
  2. 2. Map real worlds for documentary makers Map stakeholder maps for communicators and marketers Map character constellations, fictional worlds and journeys for storytellers Map contestant choices for game show makers Map eco-systems for policy makers Map user engagement and interaction for designers
  3. 3. 330 projects since my first PttP lab 2 years ago
  4. 4. See infographics at http://kindofnormal.com/truthfacts
  5. 5. “How we want it” “How it really is”
  6. 6. “working with context doesn’t simply mean giving the audience what they want and losing your artistic magic. It’s about finding a way to ensure your magic gets seen.”
  7. 7. My ideaMe My things My needs My success
  8. 8. WHAT DO KIDS ACTUALLY DO?
  9. 9. YOU DON’T KNOW WHAT AN ATM DOES UNTIL YOU KNOW ABOUT DAVE
  10. 10. Features and Functions of an ATM The benefits to Dave  ATM screen design: To minimise the number of screens, meaning faster transaction times  $60 Quickcash: A convenient option for those who prefer a set amount of cash in $20 notes  Favourite withdrawal: only 2 buttons to get your cash at any Westpac, St.George, BankSA or Bank of Melbourne ATM once you set up a favourite withdrawal (Favourite withdrawal set up guide PDF 816kb (Opens in new window))  Directly enter your amount on the withdrawal screen without first having to select 'Another amount'  Easy confirmation with selections displayed on screen as you progress  Go back a step or return to Main menu options without having to cancel then reinsert your card  Withdraw your cash without a debit card on eligible accounts. Just call us anytime on 132 032 and ask for Emergency Cash.  He can access his money when the banks are closed so he can go on a date.
  11. 11. ‘Dave’s are useful, and so are ‘Farrah’s
  12. 12. c.1975
  13. 13. Touch points Touch points we could affect
  14. 14. Touch points Touch points we could affect Awareness Understanding Sign-up Use Completion Advocacy
  15. 15. Touch points we can affect Extending touchpoints
  16. 16. Audiences are just as complex as our characters
  17. 17. Character journey
  18. 18. User journey
  19. 19. What do they know/have experienced in relation to your project/theme?
  20. 20. What was their goal before you come along? What do they know/have experienced in relation to your project/theme?
  21. 21. What was their goal before you come along? What do they know/have experienced in relation to your project/theme?
  22. 22. What do they expect to get out of it? What was their goal before you come along? What do they know/have experienced in relation to your project/theme? ..and how will they know it?
  23. 23. Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? What was their goal before you come along? What do they know/have experienced in relation to your project/theme? What do they expect to get out of it? ..and how will they know it? CONVERSION
  24. 24. Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? What was their goal before you come along? What do they know/have experienced in relation to your project/theme? What do they expect to get out of it? ..and how will they know it?
  25. 25. Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? What was their goal before you come along? What do they know/have experienced in relation to your project/theme? What do they expect to get out of it? ..and how will they know it?
  26. 26. Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? What was their goal before you come along? What do they know/have experienced in relation to your project/theme? What do they expect to get out of it? ..and how will they know it?
  27. 27. WHEN TO ASK?
  28. 28. QuestionsHypotheses Content strategyInsight Design process
  29. 29. <<insert social/political awareness project>>
  30. 30. What do they know/have experienced in relation to your project/theme?Aware of http://www.antislavery.org/ and Avaarz campaigns
  31. 31. What was their goal before you come along? What do they know/have experienced in relation to your project/theme?Aware of http://www.antislavery.org/ and Avaarz campaigns Show to others that they are politically aware and have a moral compass.
  32. 32. What was their goal before you come along? What do they know/have experienced in relation to your project/theme?Aware of http://www.antislavery.org/ and Avaarz campaigns Show to others that they are politically aware and have a moral compass.
  33. 33. What do they expect to get out of it? What was their goal before you come along? What do they know/have experienced in relation to your project/theme? ..and how will they know it? Aware of http://www.antislavery.org/ and Avaarz campaigns Show to others that they are politically aware and have a moral compass. Proof that they are being more than idealistic ..the site promises ‘real’ change.
  34. 34. Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? What was their goal before you come along? What do they know/have experienced in relation to your project/theme? What do they expect to get out of it? ..and how will they know it? Aware of http://www.antislavery.org/ and Avaarz campaigns Show to others that they are politically aware and have a moral compass. Proof that they are being more than idealistic ..the site promises ‘real’ change. Suggests effect can be felt within 3 months Demonstrate to others that it’s possible to make real change Appears to offer the user something pragmatic
  35. 35. Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? What was their goal before you come along? What do they know/have experienced in relation to your project/theme? What do they expect to get out of it? ..and how will they know it? Aware of http://www.antislavery.org/ and Avaarz campaigns Show to others that they are politically aware and have a moral compass. Proof that they are being more than idealistic ..the site promises ‘real’ change. Suggests effect can be felt within 3 months Demonstrate to others that it’s possible to make real change Appears to offer the user something pragmatic
  36. 36. Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? What was their goal before you come along? What do they know/have experienced in relation to your project/theme? What do they expect to get out of it? ..and how will they know it? Aware of http://www.antislavery.org/ and Avaarz campaigns Show to others that they are politically aware and have a moral compass. Proof that they are being more than idealistic ..the site promises ‘real’ change. Suggests effect can be felt within 3 months Demonstrate to others that it’s possible to make real change Appears to offer the user something pragmatic
  37. 37. Multiple Touch points
  38. 38. Designing backwards
  39. 39. Motive
  40. 40. Think evil
  41. 41. Pitching 10%
  42. 42. Finally, when in Rwanda
  43. 43. Paul Tyler Copenhagen, Denmark @paultylerdk #handlingideas www.handlingideas.com http://www.facebook.com/HandlingIdeas END

×