Tension is one of the most powerful tools in a designer’s arsenal. Align emotional, cultural or behavioral forces in opposition of convention or expectations, and you will break thru the clutter. You’ll start conversations and debates. You’ll catalyze interaction and keep it going. You’ll be relevant and matter at a human level. These tensions drive our ideation and the big ideas, brand identities and consumer journeys that result. But what about when we move below the “30,000 foot view”? What about for a specific execution: a digital app, a web based platform, an installation? What’s the best way to leverage tension there? A few months ago we tried to find out. We asked people both inside CP+B as well as thought leaders in other agencies + industries to finish this sentence: “One of the best ways I’ve seen positive tension created in an experience is…” This presentation will share the results of that study and the actionable experience design examples and techniques that have come out of it for generating positive tension in any project.

2. Knock Knock.

3. “…without tension, there is
no release, without
release, there is no joke.”
-- Sigmund Freud

4. Potential Energy.

5. source: http://www.danpontefract.com/wp-content/uploads/2012/02/facebook-friends-3211.jpg

10. 244,000 + 35,000,000 in 10

12. source: http://www.blogs.uni-osnabrueck.de/cultureoffact/files/2009/05/eakins_gross_clinic.jpg

13. "CONDITION OR FEELING OF BEING
PHYSICALLY STRETCHED OR STRAINED"
source: http://oxforddictionaries.com/definition/american_english/tension

14. “A strained state or
condition resulting from
forces acting in opposition
to each other”
source: http://oxforddictionaries.com/definition/american_english/tension

15. source: http://4.bp.blogspot.com/-LfP2oMaolXE/TgEY7TPTNTI/AAAAAAAACRw/uV12pc3QM5g/s1600/banks_plates.jpg

16. source: http://4.bp.blogspot.com/-sC9zTCX5fZI/TiGkM8YO9pI/AAAAAAAAALA/Ps6RQObGLzk/s1600/islam_christianity.jpg

17. source: http://blog.newsok.com/television/files/2008/05/twilley.jpg

19. source: http://boyerbrosproduce.com/wp-content/uploads/2012/09/baby-carrots.jpeg

20. source: http://1.bp.blogspot.com/-3ar4ZfbEIyI/Ta9CTj0e3sI/AAAAAAAAArQ/cCkLPd-oi3c/s1600/before+inside+drawers+refridge.JPG

22. 22

23. “One of the best ways I’ve
seen positive tension created
in an experience is…”

24. source: http://web.archive.org

25. 1. Create Social Pressure

26. CREATE COMPETITION THROUGH PUBLIC VALIDATION.

27. PUBLICALLY ANNOUNCE A GOAL OR CHALLENGE.

28. PROVIDE OPPORTUNITIES TO HELP FRIENDS
WHO ARE ALSO PART OF THE EXPERIENCE.
source: http://www.farmvillecashsecrets.com/i/farmville-neighbors-1.jpg

29. 2. Harness The
Unexpected or Unknown

30. source: http://dvice.com/uploads/iphone4_2up_front_side.jpg
30

31. source: http://dvice.com/uploads/iphone4_2up_front_side.jpg
31

32. source: http://25.media.tumblr.com/tumblr_m12714VYk51rs2ce3o1_500.png
32

33. CREATE ENVIRONMENTS THAT
EMBRACE THE UNEXPECTED.
source: http://towleroad.typepad.com/.a/6a00d8341c730253ef0120a964095e970b-800wi, http://themoviemash.com/blog/wp-content/uploads/2010/08/last-exorcism_chatroulette-viral-
marketing.jpg, http://rack.1.mshcdn.com/media/ZgkyMDEyLzA2LzA2LzEwXzA2XzE3Xzg3NF9maWxl/3607cc7a

34. BUILD FOR THE RESPONSE, NOT THE CATALYST.

35. PROVIDE VALUE IN AN UNEXPECTED
AND/OR MAGICAL WAY.

36. USE DATA FROM ACTIONS AND BEHAVIORS
TO TELL A NEW STORY.

37. 3. Defy Instincts

39. REIMAGINE SACRED SPACES.

40. TRANSFER AN EXISTING BEHAVIOR TO
A DIFFERENT STAKEHOLDER.
source: http://3.bp.blogspot.com/-pck3p7LmYos/Ths-GQr_m5I/AAAAAAAAE9w/BFZgvODrzm4/s1600/self_checkout.jpg

41. CATALYZE COLLABORATION BETWEEN COMPETITORS.
source: http://upload.wikimedia.org/wikipedia/commons/0/04/International_Space_Station_after_undocking_of_STS-132.jpg

42. REIMAGINE THE EXPECTED.
source: http://creativity-online.com/news/air-new-zealand-pairs-compatible-strangers-in-blindgate-contest/239338, http://www.psfk.com/2013/01/new-zealand-air-blind-date.html

43. 4. Create FOMO

44. source: http://hospitalityleaders.com/media/2012/08/08/starworld-macau-pays-out-hkd-10-million-monthly-slot-machines-bonuses-on-average-new-lucky-draw-to-give-out-hkd8888888-cash-prize/

45. SHOWCASE OTHERS SUCCEEDING OR
HAVING FUN AROUND YOU.

46. PROVIDE AN INCENTIVE THAT IS ONLY
REVEALED AFTER A DESIRED ACTION.
source: http://genyspot.files.wordpress.com/2011/07/foursquare_specialoffer.jpeg

47. CREATE THE PERCEPTION THAT SOMETHING
THEY’VE DONE IS INADEQUATE.
source: http://talentegg.ca/incubator/wp-content/uploads/linkedin-profile-completeness.png

48. 5. Manage Control

50. 50

51. FORCE PEOPLE TO GIVE UP CONTROL.

52. GIVE PEOPLE CONTROL THEY HAVEN’T HAD BEFORE.
source: http://cdn.zoknowsgaming.com/wp-content/uploads/2011/07/opentable-logo.jpg

53. NECESSITATE THE PARTICIPATION OF OTHERS
TO GET THE REWARD.
source: http://investorplace.com/wp-content/uploads/2011/06/groupon-logo-HP.jpg

54. CONTROL THE RELEASE OF INFORMATION OVER TIME.
source: http://images1.wikia.nocookie.net/__cb20070303221756/lostpedia/images/1/16/Lost-season1.jpg

55. 6. Blur Reality

56. source: http://www.thinkgeek.com/images/products/zoom/snuznluz.jpg

57. TIE REAL-LIFE REPERCUSSIONS TO HABITUAL ACTIONS.

58. CREATE DIALOGUE + RELATIONSHIPS
WITH INANIMATE THINGS.
source: http://images.apple.com/ios/siri/siri-faq/images/hero.jpg

59. TRANSLATE THE DIGITAL TO PHYSICAL.
source: http://blog.postagramapp.com/wp-content/uploads/2011/04/134.jpg

60. 7. Limit Access

61. source: http://www.askdavetaylor.com/0-blog-pics/gmail-invite-a-friend.jpg

62. LET THE AUDIENCE DETERMINE WHO GETS IN
TO SOMETHING EXCLUSIVE.

63. PUT A DEADLINE ON THE TIMING OR QUANTITY OF
THE EXPERIENCE OR OPPORTUNITY.
source: http://chefn.files.wordpress.com/2011/08/gilt-logo.jpg

64. LIMIT THE OPPORTUNITY OR MEANS TO ENGAGE.
source: http://www.blogcdn.com/blog.games.com/media/2010/04/farmville-one-click-harvesting.jpg

65. 1. Use Social Pressure
2. Harness The Unexpected or Unknown
3. Defy Instincts
4. Manage Control
5. Create FOMO
6. Blur Reality
7. Limit Access

67. But Remember...

68. 1. Know Your Audience
2. Focus on the Trigger
3. Go Find Your Own

69. Knock Knock

70. source: Adbusters, October / November 2000
THANK YOU. MATT WALSH / @ICECOLDVIDEO / MWALSH@CPBGROUP.COM