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Experience Themes: An Element of Story Applied to Design  [email_address] @cchastain Cindy Chastain
content : What’s This About, Anyway? Characterization of a Theme A Story of How This Bloody Idea Came About How Experience Themes are Applied to Design How to Find a Theme Final Thoughts
Storytelling and UX Design Frame Communication Tool Vehicle for Engagement/ Response methods purpose value Team Building  Persuasion Marketing Selling Validating Comics Storyboards Scenarios “ Concept  Narrative” Shared Vision Understanding Unifying Sharing Validating Theme Comics Storyboards Scenarios User Flows Emotion Meaning Identification Immersion Coherence Fun ? Theme Scenes Structure Pacing/Flow
What’s This About, Anyway?
 
Parti & The Design Sandwich Luke Wroblewski at interaction09
Experience Strategy
Holistic Design
 
 
Characterization of a Theme
We will NOT be talking about a theme that is… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
the subject-matter, topic or idea on which  a work of art or literature is based
 
A true theme is not a word but a sentence---one clear, coherent sentence that expresses a story’s irreducible meaning. Robert McKee, STORY
The [theme] shapes the writer’s strategic choices.  It’s yet another Creative Discipline to guide your aesthetic choices toward what is expressive of your [theme] and may be kept versus what is irrelevant to it and must be cut. Robert McKee, STORY
Impact of theme on… response decisions reader writer
So what can themes do for user experience design?
For the design process, experience themes can… ,[object Object],[object Object],[object Object],[object Object],[object Object]
On the flip side, a theme, when manifest in a product, can also induce… ,[object Object],[object Object],[object Object]
What’s not to like?
A Story of How T his Bloody Experience Theme Idea  Came About
Case 1:   AgnesNixon.com
The Nixon family would like to leverage their tremendous library of content in a new, engaging, interactive video-centric web property.
So where does one start?
Question:   What’s this site ABOUT?
If flickr had a theme… Story Premise:   A playful, fun to use site helps people to easily manage  their vast store of digital photos and share them with one another. Theme:   Define yourself with photos
 
“ As experiences now span multiple media, channels & formats, we need to look to narrative, interaction, emotional elements to sustain transitions across channels and formats.”  Joe Lamantia,  in the Beyond Findability Workshop at  IA Summit 09
Gasp! I am the beast that is part website, part software, part product, part service, part interactive multimedia experience. What will you do with me? user technology product
To  create a truly memorable and satisfying experience, a UX designer needs to understand   how to create a logical and viable structure   for the experience and needs to understand   the elements that are important to creating an emotional connection with the product users .
tangible intangible emotion meaning pleasure characters setting scenes visual  design content pages flows images
The meaning of meaning… what this is about what this will do for me  how it works where this fits into my life
Pleasure, Meaning, Emotion
Three Levels of Processing Experience reflective behavioral visceral
Donald Norman’s 3 Levels of Processing ,[object Object],[object Object],[object Object]
optimal user experience function performance ease of use beauty emotion meaning
New Elements User Experience? beauty emotion meaning function performance ease of use intangible tangible
Writers and filmmakers design, if you will,  for emotion and meaning all the time.
The tangible elements of experience in a… visual design image/cinematography Website Film actors locations/sets music/sound editing copy/text information/content navigation interactions/system response processes animations music/sound error messages help lighting words/lines layout/content presentation coordinated in service of story not coordinated desktop widget mobile app
An example of the uncoordinated elements of a web experience visual design copy/text information/content navigation layout/content presentation processes animations creative marketing business information architecture/ interaction design error messages outside resource music/sound help engineering product VP’s assistant Note: This is for illustration purposes only and not mean to be an exhaustive list of elements of a web experience encountered by users. interactions/system response
If emotion and meaning can emerge from the harmonizing of elements that make up a story, then to design for optimal experiences  we need a story  by which to harmonize the elements of a product, service or system.
From the point of view of design,  the STORY  can be used as  frame that defines the product, service or system.   visual design copy/text information/content navigation interactions/system response processes animations music/sound error messages help layout/content presentation Story frame
theme
 
Given his choice [of theme], the writer sharpens and clarifies his ideas, or finds out exactly what it is that he must say, testing his beliefs against reality as the story represents it, by  examining every element in the story for its possible implications with regard to his theme.
theme focus design process define product and/or strategy
The Legacy of Agnes Nixon The Story of a Soap Reliving All My Children
Possible themes…
How Experience Themes Can Be Applied to Design
Case 2:   Showtime Sports Redesign
Shared Qualities of Experience for Fight Fans… ,[object Object],[object Object],[object Object],[object Object]
Where the Fight Never Ends
Functional and Content Requirements ,[object Object],[object Object]
Structure and User Paths
Content Presentation and Flash Interactions Sketching with theme in mind…
Chronological fight storyline…told in a sequence of videos.
How to Find a Theme
analysis creativity insights empathy theme
Case 3:   MSG Insider Program
Experience Attributes Brainstorm
Everything must be from the point of view of our users… We’re not thinking about goals, tasks and process scenarios just yet, but the  kinds of feelings that might arise out of a user’s experience  as well as the attributes that contribute to those feelings. The rules:
First rounds results… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Experience Attributes vs. System Attributes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Re-organized list… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Refined Experience Attributes… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Final, categorized list…
analytical creative insights empathy Time to brainstorm themes… theme
[object Object],[object Object],[object Object],[object Object],[object Object],Which resulted in ideas like…
Discuss, evaluate, combine, refine…
Keep in touch. Discover something new. Get it first.  The best fit…
Package into an Experience Brief that also defines strategy…
Experience Brief: Part 1
Experience Brief: Part 2
Lessons Learned ,[object Object],[object Object],[object Object],[object Object]
So what’s the difference between a Story Theme and an Experience Theme?
Found through insight into raw material of design planning: business goals and requirements, content analysis, user research  Found through insight into raw material of story planning Induces a longer-lasting effect on the user Induces a longer-lasting effect on the reader Produces pleasure in unity, emotion, meaning Produces pleasure in unity, emotion, meaning Manifest in product concept, strategy, content choices, layout, interactions, visual design Manifest in concept, conflict, character, setting, scene, sub-plots, story structure, climax Applied to overall design of product Applied to overall design of story elements Reflects users needs and desires Reflects author’s view of the world Decided upon by a team of stakeholders Decided upon by the vision and passions of single author Experience Themes Story Themes
[object Object],[object Object],[object Object],[object Object],Experience Theme Defined…
Final Thoughts
Final thoughts… ,[object Object],[object Object],[object Object],[object Object],[object Object]
thank you. [email_address] @cchastain Cindy Chastain

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Experience Themes: An Element of Story Applied to Design

  • 1. Experience Themes: An Element of Story Applied to Design [email_address] @cchastain Cindy Chastain
  • 2. content : What’s This About, Anyway? Characterization of a Theme A Story of How This Bloody Idea Came About How Experience Themes are Applied to Design How to Find a Theme Final Thoughts
  • 3. Storytelling and UX Design Frame Communication Tool Vehicle for Engagement/ Response methods purpose value Team Building Persuasion Marketing Selling Validating Comics Storyboards Scenarios “ Concept Narrative” Shared Vision Understanding Unifying Sharing Validating Theme Comics Storyboards Scenarios User Flows Emotion Meaning Identification Immersion Coherence Fun ? Theme Scenes Structure Pacing/Flow
  • 5.  
  • 6. Parti & The Design Sandwich Luke Wroblewski at interaction09
  • 9.  
  • 10.  
  • 12.
  • 13. the subject-matter, topic or idea on which a work of art or literature is based
  • 14.  
  • 15. A true theme is not a word but a sentence---one clear, coherent sentence that expresses a story’s irreducible meaning. Robert McKee, STORY
  • 16. The [theme] shapes the writer’s strategic choices. It’s yet another Creative Discipline to guide your aesthetic choices toward what is expressive of your [theme] and may be kept versus what is irrelevant to it and must be cut. Robert McKee, STORY
  • 17. Impact of theme on… response decisions reader writer
  • 18. So what can themes do for user experience design?
  • 19.
  • 20.
  • 22. A Story of How T his Bloody Experience Theme Idea Came About
  • 23. Case 1: AgnesNixon.com
  • 24. The Nixon family would like to leverage their tremendous library of content in a new, engaging, interactive video-centric web property.
  • 25. So where does one start?
  • 26. Question: What’s this site ABOUT?
  • 27. If flickr had a theme… Story Premise: A playful, fun to use site helps people to easily manage their vast store of digital photos and share them with one another. Theme: Define yourself with photos
  • 28.  
  • 29. “ As experiences now span multiple media, channels & formats, we need to look to narrative, interaction, emotional elements to sustain transitions across channels and formats.” Joe Lamantia, in the Beyond Findability Workshop at IA Summit 09
  • 30. Gasp! I am the beast that is part website, part software, part product, part service, part interactive multimedia experience. What will you do with me? user technology product
  • 31. To create a truly memorable and satisfying experience, a UX designer needs to understand how to create a logical and viable structure for the experience and needs to understand the elements that are important to creating an emotional connection with the product users .
  • 32. tangible intangible emotion meaning pleasure characters setting scenes visual design content pages flows images
  • 33. The meaning of meaning… what this is about what this will do for me how it works where this fits into my life
  • 35. Three Levels of Processing Experience reflective behavioral visceral
  • 36.
  • 37. optimal user experience function performance ease of use beauty emotion meaning
  • 38. New Elements User Experience? beauty emotion meaning function performance ease of use intangible tangible
  • 39. Writers and filmmakers design, if you will, for emotion and meaning all the time.
  • 40. The tangible elements of experience in a… visual design image/cinematography Website Film actors locations/sets music/sound editing copy/text information/content navigation interactions/system response processes animations music/sound error messages help lighting words/lines layout/content presentation coordinated in service of story not coordinated desktop widget mobile app
  • 41. An example of the uncoordinated elements of a web experience visual design copy/text information/content navigation layout/content presentation processes animations creative marketing business information architecture/ interaction design error messages outside resource music/sound help engineering product VP’s assistant Note: This is for illustration purposes only and not mean to be an exhaustive list of elements of a web experience encountered by users. interactions/system response
  • 42. If emotion and meaning can emerge from the harmonizing of elements that make up a story, then to design for optimal experiences we need a story by which to harmonize the elements of a product, service or system.
  • 43. From the point of view of design, the STORY can be used as frame that defines the product, service or system. visual design copy/text information/content navigation interactions/system response processes animations music/sound error messages help layout/content presentation Story frame
  • 44. theme
  • 45.  
  • 46. Given his choice [of theme], the writer sharpens and clarifies his ideas, or finds out exactly what it is that he must say, testing his beliefs against reality as the story represents it, by examining every element in the story for its possible implications with regard to his theme.
  • 47. theme focus design process define product and/or strategy
  • 48. The Legacy of Agnes Nixon The Story of a Soap Reliving All My Children
  • 50. How Experience Themes Can Be Applied to Design
  • 51. Case 2: Showtime Sports Redesign
  • 52.
  • 53. Where the Fight Never Ends
  • 54.
  • 56. Content Presentation and Flash Interactions Sketching with theme in mind…
  • 57. Chronological fight storyline…told in a sequence of videos.
  • 58. How to Find a Theme
  • 60. Case 3: MSG Insider Program
  • 62. Everything must be from the point of view of our users… We’re not thinking about goals, tasks and process scenarios just yet, but the kinds of feelings that might arise out of a user’s experience as well as the attributes that contribute to those feelings. The rules:
  • 63.
  • 64.
  • 65.
  • 66.
  • 67.
  • 68. analytical creative insights empathy Time to brainstorm themes… theme
  • 69.
  • 71. Keep in touch. Discover something new. Get it first. The best fit…
  • 72. Package into an Experience Brief that also defines strategy…
  • 75.
  • 76. So what’s the difference between a Story Theme and an Experience Theme?
  • 77. Found through insight into raw material of design planning: business goals and requirements, content analysis, user research Found through insight into raw material of story planning Induces a longer-lasting effect on the user Induces a longer-lasting effect on the reader Produces pleasure in unity, emotion, meaning Produces pleasure in unity, emotion, meaning Manifest in product concept, strategy, content choices, layout, interactions, visual design Manifest in concept, conflict, character, setting, scene, sub-plots, story structure, climax Applied to overall design of product Applied to overall design of story elements Reflects users needs and desires Reflects author’s view of the world Decided upon by a team of stakeholders Decided upon by the vision and passions of single author Experience Themes Story Themes
  • 78.
  • 80.
  • 81. thank you. [email_address] @cchastain Cindy Chastain