Robert PrattenCEO

Twitter: @robprattenhttp://conducttr.comrobert@tstoryteller.com

Creating Crucibles:How to Design Transformative Experiences

Experience Is King

Transformative experiences

• Stress• Opportunity for personal growth (Outside the comfort zone)• Reflection• Feedback to help new understanding

75% of training is WASTED

Source Deloitte research

Higher productivity is only achieved if employees know how to effectively apply knowledge

Online

Participatory Experiences

CollaboratingCompeting

CommentingSharing

ExploringRole-playing

Real Places

+42% increase in positive brand sentiment

Conducttr is an invisible “experience manager”

Learner at the centre

Conducttr listens for events and responds based on the story and game mechanics created by the experience designer…

... publishing videos; turning on a light; vibrating a bracelet, awarding badges, sending tweets…

What is Conducttr?

Selection of universities & colleges using Conducttr

Applications of Conducttr

Elaine Raybourne

Keynote Speaker Conducttr Conference on Connected Learning, London Oct 16th 2015

Multi-channel Learner and Instructor Interface

Real-time Interaction Engine (“trigger processing” system)

Authoring System

Content Management

Training Scenario After-Action Review and

AnalysisPersonas Narrative

Decisions Roles

Real-time Feedback &

Instructor Input

Domain Knowledge

Instructional Strategy

Experience Tracking

Learner States

Learner Gains

Web, Mobile, Email, Social Media, SMS & Phone Calls, Wearables, NFC, iBeacons, IoT, External systems

Learning Record Store

Learner Data

Intelligent Training System

Learner Personalization

Individual Group Team

Everyone

Great for team experiences:• Information asymmetry• Hidden profile• Mixed messages• Confirmation bias• Inadequate information

Individual learner attributes

Creating a transformative experience

Experience

PedagogicalFeedback & Assessment

Scaffolding

Training objectives Facts & procedures

CharactersChoices

Consequences

Narrative

Creating a transformative experience

Experience

Pedagogical

Memory

Engagement

Distributed practice (time)Localized (place)Multimedia

ResonantMotivationPersonalizationFlow

Definition

• Requirements• Goals• Success Criteria•KPIs, measurement

• Scope•Countries, Territories, Languages, Number of Audience

•Interworking with other companies & technologies

•Timing & duration•Budget

• Customer

Development

• Define the World•Story, Experience, Premise, Goals, Audience, Platforms, Execution

• One Sheet• Title, log line, call to action,

short synopsis • Creative direction

• look & feel, tone, mood, age rating, violence, language

• Team• Risks• Principal resources

• names and availability• Principal creative• Principal technical

development• Inbound: Licensing &

copyrights• Outbound: Franchising,

merchandising and licensing• Community

• management, editorial, legal

• Business Case

Design

• Define the story•Premise, Themes, Characters, Locations, Periods, Objects, Factions, Hierarchies

• Define the Experience•Gaming, Role-playing, Exploring, Observing

• Define the Execution•Timing, Events, Platforms, Pacing

• Write Synopsis• Develop

Synopsis into Scenes• Design the Engagement• Design Interaction

• Platform-specific documentation• Marketing Communications• Series synopsis & arcs• Future stories• Media assets•Video, audio, image, text, mobile, web

• Events & locations• Merchandise• Touchpoints•Owned, Paid, Earned

• Languages, countries, geo-restrictions• Capacity planning• Controls

Delivery

• Design Operations•Editorial & Legal processes, Social media guidelines, Community management, Escalation

•Production•Implementation & testing• Audience building & community outreach

•Marketing communications• Advertising, SEO, paid Search, Seeding, PR, Social media

•Launch•Operations•Metrics

Project Workflow

Define the World

• Story• Experience• Audience• Platforms• Goal• Execution

Define the Story

• Premise• Themes• Characters• Locations• Periods• Objects• Factions• Hierarchies

Define the Experiences

• Goals• Gaming• Role-playing• Exploring• Observing

Define the Execution

• Timing• Events• Platforms• Pacing

What can we use from the storyworldto inform participation?

What types of activity will meet our goals?

How are the audience activities realized?

Who is this for and what are our goals?

Designing the Participatory Storyworld

Designing the Participatory Story

5. Write synopsis

• Premise• Themes• Characters• Conflict

6. DevelopSynopsis into Scenes

• Information revealed• Character development• Audience quests

7. Design the Engagement

• Personalization• Actions• Teams• Pacing• Motivations• Immersion

7. Design the Engagement

• Personalization• Actions• Teams• Pacing• Motivations• Immersion

6. DevelopEngagement into Scenes

• Information revealed• Audience quests• Character development

5. Write synopsis

• Premise• Themes• Characters• Conflict

8. Design the Interaction

• Platforms• Media• Out-of-World• In-World• Block diagrams • User Journey

• platforms• phases

9. Design the Operations

• Editorial process• Legal process• Social media

guidelines• Community

management• Escalation• Metrics

Story-first approach

Experience-first approach

Choices & Challenges Learner Role & Tasks

Feedback & Reflection Data Input

• After-action Review• Self-assessment

• Case notes // Diary // • Group assessment• Learning

• Process // Facts // Concepts // Behavors• Feedback

• Score // Analysis // Consequences // Badges

• Mission brief• Case data

• Manuals // Documents // Systems // Websites //• Guides

• Tutorials // Instructions // Reference // Examples

• Decisions• Consequences - escalating problems //

• Uncertainty• Inadequate information // Mixed messages //

Confirmation bias // Hidden profile // Information asymmetry

• Stress• Threat to goals // Tension // Time //

• Social skills• Collaboration // Negotiation // Persuasion // Confrontation

• Cognitive skills• Recall // Comprehension // Application // Analysis //

Evaluation // Creation• Roles

• Responsibilities // Constraints // Privileges // Agenda & Goals

• Creativity• Open-ended activities // UGC // Tools

Define the experience

Structure

Scheduled Content

2 hrs

Provides framework and maintains pace

Interactive Content

Provides interactivity and personalization

Maintain a pace…

DP 1 DP 2 DP 3 DP 8

decision points

15mins 15mins

Mountain rescue

• Learning objective: What to do in the cold (method and facts)• Solution: must keep warm & read weather reports• Process knowledge:

– Determine scope of the problem– Interpret the data– Implement strategy to resolve the crisis

Mountain Rescue scenes

Chalet Outside In Car Drive Away

Go outside

Stay in chalet

Turn back with wood

Keep going

Scene characteristicsHeat lossRisksResourcesOptions

Choices & Challenges Learner Role & Tasks

Feedback & Reflection Data Input

• Learning• Process: assess situation/determine resources• Facts: body response at different temperatures

• Feedback• Body temperature updates (colder or warmer)• Final report with comparison of choices against

expert advice

• Mission brief: opening phone call describes dilemma

• Case data• Chalet website• Weather report email

• Guides• Familiarity with choose-your-own-

adventure

• Decisions• Change in body temperature

• Uncertainty• Avalanche info• Lack of visibility

• Stress• (rapid) heat loss• Keys don’t work? ;)

• Cognitive skills• Understand the weather report• Understand distance to safety

• Roles• Guide a friend• No power to take direct action

Mountain rescue characteristics

Heat map

Experience tracking

Experience tracking

Conducttr delivers engagement

• use real-life situations - strengthens relevance and motivation, demonstrate actual on-the-job benefits

• interactive, branching consequences -provides multiple learning pathways and relevancy

• Allows focus on doing rather than just knowing - learner is an active participant

Real Life Branching Active

Gratitude

Be remarkable

Robert Pratten@robprattenhttp://conducttr.comrobert@tstoryteller.com