C̀oncept  Naming,  Personas,  ScenariosCWC  Strategic  Digital  Leadership  Accelerator  

Siobhan  O’Flynn,  PhD.          OCADU    Nov  1  2012

how to get from concept to story?

concept STORY

a concept is...• theme

• idea

• notion of concept

• for a product

• service

• device

• experience

• environment

a concept is...• future form

• practice

• platform

• mode of engagement

• context for experience

• physical and/or digital

a concept is...• future form

• practice

• platform

• mode of engagement

• context for experience

• physical and/or digital

What is left out in this List?

people & human interaction

story+people interaction =

classical principles of drama

Aristotle’s dramatic principles

setting+plot character + goodstory=

how does this change with interaction?

concept to story

Theme

Experience

Narrative / Story

What is the reading experience?

how to get from concept to story?

concept STORY

how does this change with interaction?

http://www.userfocus.co.uk/articles/personas.html

P-E-R-S-O-N-AAs 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?’

Demographic:Female, Aged 15-5055% of social gamers are women38% play multiple times a day68% play with people they know78% of women earn in-game virtual currency

Persona:Saima Patel, Aged 22Studying Criminal Law at University Works part-time for an immigration support agencyPlays Farmville, other mobile gamesHas limited income for non-essentials & limited data planSpends 3-4 hours a day on transitDownloads games to play when not reading for class

http://visual.ly/social-gaming-good-bad-and-ugly

to...

Personas:

1. ethnography2. can be condensing of target audience based on interviews3. evoke empathy: name, pic, story4. realism5. unique6. indicates interest in your...7. small set of personas8. purpose:

clarify & enable design decisions

http://visual.ly/social-gaming-good-bad-and-ugly

Personas:

1. provide focus2. conceptual consistency3. test design ideas4. tell stories5. imagine scenarios of use6. how will individual people interact with your company? service? product?7. Tell story/stories from your user/client/audience/fans pov8. Identify barriers to engagement not visible from producers’ pov

http://visual.ly/social-gaming-good-bad-and-ugly

UX - design thinking

Scenarios

user testing?

MIT Media Labnew building 2010

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.

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.

■ A scenario is a description of an experience or process narrated by a user.

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

Scenario

Siobhan O’Flynn, PhDCFC Media LabUniversity of Toronto

sioflynn@gmail.com@Sioflynnsiobhanoflynn.com

thank you