The document discusses experience design and storytelling across multiple platforms. It begins with Walt Disney's 10 rules for experience design, which focus on understanding audiences, empathy, clear storytelling and information architecture. Next, it discusses designing immersive transmedia experiences and storyworlds that engage audiences across websites, games and other platforms. It emphasizes designing for what people actually do and may do. The document advocates designing experiences over time through iterative 5D design.

2. OLD TOOLS NEW TOOLS
experience design

3. !
OLD TOOLS NEW TOOLS
Andrea Philips HENRY JENKINS NUNO BERNARDO ROBERT PRATTEN
NUNO BERNARDO ROBERT MCKEE CHRISTOPHER BOOKER SYD FIELD

4. • David Trottier’s High Concept
• ‘what if?’ premise... core of pitch
• familiar... with a twist
• a great, original idea so you can see ‘movie’
in an instant
Let’s Assume You have a Great Story

6. siobhanoflynn.com @sioflynn
Or a fantastic story world

7. we can see the traction of immersive storyworlds

8. multiplescreens
WHICH IS FIRST SCREEN?
Context is now

9. Transmedia experiences can lead audiences across platforms
Create new opportunities for engagement & consumption
Context is now
cross platform

10. multiple points of entry

11. Web 2.0
• networked intelligence
• communities of interest
• sharing vs. commercial economies
• participatory media
Context is now
M2M & DIWO
social connectivity...

12. Digital
Natives &
the Myth of
ADHD

15. •create a detailed vision of a story world
•identify the genre of your story and its core themes (timeless),
then consider, is there an archetypal story or myth that your
story comes close to?
•define the vision of present & future of the story & storyworld
•what is your brand?
•decide whether your property will be open-ended allowing for
new directions & properties? or will it end?
siobhanoflynn.com @sioflynn
Story to Storybible

16. siobhanoflynn.com @sioflynn
how do you design for
interactivity?
begin with understanding
your audience & think through
user experience
< UX >

17. how do we bridge
traditional & digital
media?

18. PEOPLE
"

19. WALT DISNEY
1ST UX DESIGNER

20. MICKEY’S 10 RULES
1. Know your audience: "Don't bore people, talk down to them, or lose them by
assuming that they know what you know.” Listen…
2. Wear your guest's shoes: "Insist that designers, staff, and your board
members experience your facility as visitors as often as possible.” Empathy…
3. Organize the flow of people and ideas: "Use good storytelling techniques;
tell good stories not lectures; lay out your exhibit with a clear logic.” Connect…
4. Create a weenie: "Lead visitors from one area to another by creating visual
magnets and giving visitors rewards for making the journey." Imagineers called
these magnets “weenies”–objects that are large enough to see from a distance
and interesting enough to draw their attention. The Weenie…

21. MICKEY’S 10 RULES
5. Communicate with visual literacy: "Make good use of all the non-verbal ways
of communication—color, shape, form, texture.” Understand Affordances…
6. Avoid overload: "Resist the temptation to tell too much, to have too many
objects; don't force people to swallow more than they can digest, try to
stimulate and provide guidance to those who want more.” Avoid cognitive
overload…
7. Tell one story at a time: "If you have a lot of information, divide it into
distinct, logical, organized stories; people can absorb and retain information
more clearly if the path to the next concept is clear and logical.” Information
architecture 101…

22. MICKEY’S 10 RULES
8. Avoid contradiction: "Clear institutional identity helps give you the
competitive edge. [The] public needs to know who you are and what
differentiates you from other institutions they may have seen.” Branding…
9. For every ounce of treatment, provide a ton of fun: "How do you woo people
from all other temptations? Give people plenty of opportunity to enjoy
themselves by emphasizing ways that let people participate in the experience
and by making your environment rich and appealing to all senses.”
Gamification & Immersive Experiences…
10. Keep it up: "Never underestimate the importance of cleanliness and
routine maintenance, people expect to get a good show every time, people will
comment more on broken and dirty stuff." Pay Attention to all the Details…

23. MICKEY’S 10 RULES
1. Listen…
2. Empathy…
3. Connect…
4. The Weenie…
5. Understand Affordances…
6. Avoid cognitive overload…
7. Information architecture 101…
8. Branding…
9. Fun! Gamification & Immersive
Experiences…
10. Pay Attention to all the
Details…

24. TALK LESS
LISTEN MORE

25. TELL YOUR BEST STORY
VALUES
EXPERIENCE
STORY
STORYWORLD

26. CORE
VALUES

27. CORE
VALUES
change the world

28. Fantasy & Imagination reveal
‘the inner consistency of reality’
Tolkien ‘On Fairy Stories’ 1939

29. Coca Cola’s Liquid Content
Liquid & Linked

30. India & Pakistan Open Happiness
Liquid & Shareable

31. Aristotle’s dramatic principles
setting+plot character + =
how does this change with interactivity?
best
story

32. +people interaction
=
people change everything
story??
story?? story??
story??
story??

33. Layers of Design
experience+values theme + = story
storyworld

34. multiplescreens
• consider context of use
• design for many
• design for distinct
affordances
Designing for

35. UX TOOLS

37. 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?’

38. 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
Persona:
Saima Patel, Aged 22Studying
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
to...

39. 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

40. 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

41. UX - design thinking
Scenarios

42. 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.

43. user testing?

44. user testing?
#FAIL

45. MIT Media Lab
new building 2010

46. 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....
Scenario

47. design for what people do...
& what you think they may do...

48. In experience design,
people are your medium

49. dimensionsofdesign
2d: lives in the x-y axis including
3D: lives in the x-y-z axis with products & platforms
4D: adding human engagement adds systems,
interactivity & experiences
5D: designed over time
= 5D design
Sami Nerenberg

53. TALK LESS
LISTEN MORE

54. !
RETHINK WHAT YOU KNOW
EBOOKS VS PRINT
Print Books Outsold Ebooks
In First Half Of 2014
According to Nielsen’s survey, ebooks
constituted only 23 percent of unit sales for
the first six months of the year, while
hardcovers made up 25 percent and
paperback 42 percent of sales.
In other words, not only did overall print book
sales, at 67 percent of the market, outpace
ebook sales, both hardcovers and paperbacks
individually outsold ebooks.

55. !
WATTPAD
fan fiction open platform vs. traditional publishing
June 2012 - Wattpad raises $17
million to become the YouTube of
writing
Oct. 2014 - Anna Todd’s Harry
Styles fan fiction erotica tops 1
billion views, nets her a six-figure
book deal. It’s also being optioned
by Paramount Pictures.
On Wattpad, “After” has just under 10
million unique readers, who have left 6
million comments.

56. 13 Million
Users
in 2013

57. Value of Scarcity
people love exclusivity...

58. live where your audience lives...

59. ‘Kotex first looked through thousands of women’s pinboards
in search of 50 power users with a large number of engaged
followers on Pinterest who could be future Kotex customers.
They then studied the 50 women’s boards to get a better
understanding of some of the things they are passionate
about. After the analysis, they created custom gift boxes for
each woman filled with goodies they believed would
resonate with them. I would estimate they invested
between $50 and $100 per gift box.
The surprise gifts created the response Kotex had aimed for
in almost all 50 women. They chatted online about Kotex
and shared images and stories about their customized and
unexpected gifts on Pinterest, which then further extended
the campaign into a wider community.
When the case study video was posted on YouTube, Kotex
had 2,000 interactions between the 50 women and their
friends and almost 695,000 generated from the campaign.’
M2M & DIWO

60. The surprise gifts created the
response Kotex had aimed for in
almost all 50 women. They
chatted online about Kotex and
shared images and stories about
their customized and unexpected
gifts on Pinterest, which then
further extended the campaign
into a wider community.
When the case study video was
posted on YouTube, Kotex had
2,000 interactions between the 50
women and their friends and
almost 695,000 generated from
the campaign.
M2M & DIWO

61. Remember the analogue
people love material things....

62. Kickstarter Campaign
Laser Lace Letters - 7 Tangible Steampunk Stories by Haley Moore
Each story in the Letters is like
an episode of a television
series - each has its own
internal arc, and each
connects to others. While the
series doesn't follow a single
narrative from beginning to
end, certain threads connect
groups of episodes.

63. Understand the Social in Social Media
people love social...

64. 64
CHARLES DICKENS
AT 24, LAUNCHED THE
ENGLISH SERIAL NOVEL IN
1836 WITH
THE PICKWICK PAPERS
1st INSTALLMENT = 1000
Copies
1 MONTH 40,000
SUBSCRIBERS
Illustrations & advertisements

65. 65
ABOUT US
Lorem ipsum dolor sit amet, consectetuer adipiscing.
!
RIOTS IN NEW YORK 1841
Serials were so immensely popular that
they were responsible for at least two
riots. In 1841 impatient Dickens fans
rioted at New York harbor as they waited
to learn whether sweet orphan Nell had
indeed died in poverty despite her loving
grandfather’s best efforts. Riots in Paris
1842, fans too poor to buy the resolution
of a particularly nail-biting cliffhanger in
Eugène Sue’s The Mysteries of Paris .

66. 66
The book’s aim is ‘to see the past in the present,
and the present in the past’
• ‘…many of the ways we handle, consume and
manipulate information, even in the internet
era, build upon habits and conventions that
date back centuries. Modern social media is,
in fact, merely the latest example of a deep
and rich tradition of media sharing.’
• broadcast media - the one-to-many
phenomena, is an anomaly

67. Broadcast Media
= an anomaly in human communication

68. Social Media is not New
It’s a Return to Roman era &
17th-18th C media practices

69. • novels
• stage shows
• films
• comic strips
• toys, board games
• Land of Oz theme park
• merchandise...
Frank L Baum, The Wizard of OZ
siobhanoflynn.com @sioflynn
transmedia universe

70. • novels
• stage shows
• films
• comic strips
• toys, board games
• Land of Oz theme park
• merchandise...
Frank L Baum, The Wizard of OZ
fans as collaborators

71. story
storyworld
engagement
strategy
integrated
platforms
experience
design
Transmedia Design
5D Design
business
model

72. MY BEST CITATION?

73. Golden Age of Storytelling is NOW
M2M DIWO

74. !
Thank you!
find me @sioflynn
sioflynn@gmail.com