How to design live experiences
Post on 29-Jul-2015
1. 1 Designing shows + experiences How-to toolkit* for designing with emotion Kara DeFrias | 215.262.1111 | @CaliforniaKara *The toolkit is only 7 pages, so chill. The other 18 are a bloated appendix full of awesome. 2. 22 Designing an in-person show or event starts from the moment someone reads an email or sees a post in social media to when they walk out the doors at the end of the day. Making conscious, intentional choices each step of the way ensures you deliver awesome across the board. Whether youre starting from scratch with a brand new show, or re-imagining an all-hands or town hall meeting, this toolkit covers key elements to help you build out a holistic end-to-end (E2E) experience, rooted in emotion. #HugItOutYall QuickBooks Connect 2014 Getting from show to showstopper 3. 33 Emotion triangle because we always have triangles SpeakersStaff Attendees Step 1 | Identify your key audiences Creating a solid E2E is more than just solving for the people sitting in chairs watching your show. By also declaring how you want the speakers and the staff to feel, everyone feels taken care of. Take a moment to fill out: # of attendees: _____________________ # of speakers: _____________________ # of staff/crew: _____________________ 4. 44 Attendees Speakers Staff 1. ex: valued 2. 3. 4. 5. 1. ex: taken care of 2. 3. 4. 5. 1. ex: appreciated 2. 3. 4. 5. Next, think about the touch points for your event as youre filling out this page. Use words that carry weighty emotion and power. 3-5 should do fine. Starter list of emotions in the appendix. Step 2 | How do you want folks to feel? 5. 55 Just like a play has beats so each actor knows the rhythm of a scene, build out an attendee journey line* that lays out key moments of your show. This is based on: 1) your agenda and 2) the emotions you identified in Step 2. To the right is the journey line created for the D4D workshop during QuickBooks Connect 2014. We knew that after spending a full day listening to speakers then going to a concert, folks would need a pick me up. We pivoted on a traditional journey line and made it aspirational, drawing the main journey around how we wanted them to feel primarily, then what we think theyll feel in each moment. Doing it this way gave us a more holistic view, we believe, overall. Step 3 | Create a journey line *Bonus points for creating journey lines for speakers and staff, but #LetsBeHonest, youve got time to do just one, and the attendee one will do. Blank journey line in the appendix. 6. 66 The environment you create will be directly influenced by how you want folks to feel and the space youre in. Some key questions to ponder: 1. Whats the venue like? Cavernous and hard to fill, or intimate? Are there spaces you can use to fulfill on the emotions you want to evoke? 2. What are some opportunities to delight in unexpected ways? Instead of having a coffee stand, could you have a barista? 3. What music will be playing as folks enter and leave? Upbeat tunes are great to build momentum, but if youre show brand is solemn, adjust accordingly. Step 4 | Think beyond the people The Park at QBCon 2014. Picnic lunch at TEDxIntuit 2012. 7. 77 The easiest way to get your whole team on the same page is by creating a design persona for your event. Do this early on to keep the sponsor (whos most likely the highest person telling your story widely), organizers, communications, production, marketing, and social teams delivering a consistent experience. Popularized by Aarron Walters UX team at MailChimp, a persona includes an overview, brand traits, personality map, voice, visual lexicon, and engagement methods. Theres a sample persona included in the appendix to show you what that looks like. Step 5* | Create a design persona The QBCon persona. *This step is for overachievers. I hear ya, you dont have time to build it. But Im telling you, even if its just a short one, do it. And if nothing else, at least take a whack at the Brand Traits section. #SuckItUp 8. Tools and samples aka, the Appendix 9. Attendee journey line 10. QuickBooks Connect design persona 11. Persona: Overview Cora Hansen is the behind-the-scenes face of QuickBooks Connect (QBCon), and the embodiment of the show personality. Coras smart, friendly demeanor communicates trust, and her approachable nature lets people know this show is centered around them and their needs. Cora empowers small business owners, accountants, developers, and entrepreneurs to unleash success on their own terms with an innovative, open tone that deftly balances an air of practicality without coming off as academic. Her helpful style takes away any artificial barriers between us and them to create connections for attendees. Cora likes to create unexpected delighters in a surprising, yet familiar, way so folks feel at easedesigning something they may not have expected. She knows the devils in the details, and as a result overmanages the level of detail to create a holistic end-to-end experience for everyone. She devises ways to celebrate our attendees individually and collectively, letting them know theyre not a lone wolf but part of something bigger. Cora shows attendees she gets them by providing content that goes beyond theory to things they can actually put into practice right away. In the end, she wants folks to think, Its not what I ambut what I could be because she believes in them and is here to support them in their journey to grow and succeed. 12. Brand traits 13. Personality map 14. The voice of QBCon is conversational, aspirational, and above all talks to people in a way that you might overhear any number of spaces or places where companies start (dorm room, garage, and kitchen tables) and creativity thrives (parks, coffee shops, and public squares like Union Square). QBCon always uses we and us to show were in this togetherand that well stand up for folks. Wed never say something cold or robotic, and prefer wont over will not because thats how humans actually speak to each other. And another thing: lets not get hung up on she/he when a their sounds more conversational. Sure, there are times wed like to shout at the computer, toobut youll never come across ALL CAPS on buttons or headlines. Now that you mention it, even Title Case Can Kind of Look Like Shouting, What With All The Up And Down so QBCon avoids it whenever possible. If QBCon were standing in front of a mirror in the morning, itd throw on cool jeans (but by god, not skinny jeans! Or Dador momjeansugh) and an awesome pair of smart shoes. When you have questions, or theres something difficult to figure out, QBCon gets straight to the point so folks know were here to help them by connecting them to insights, tools, and knowledge. Voice 15. Greeting Welcome back, Todd. Nice to see you again. Error Feedback Lets try that again. General Message Hey attendees. Yeah, you. Youre changing the world, the economy. And when you thrive, the world thrives. Thats pretty cool. or We get it. Success is personal to you. Us, too. Critical Failure FATAL ERROR! Just kidding QBCon wouldnt say it that way. Looks like were having a bit of a hiccup on our end. Rest assured, were working on it and hope to have it back up and running for you soon. Voice (cont.) 16. Color. The colors in the QBCon palette convey bright, yet calming, shades that echo the look and feel of the QuickBooks product. Visual lexicon 17. Typography. QBCon typography conveys a conversational tone while maintaining a crisp, clear voice. The primary font is Manus, to be used in headers and situations where we want to grab peoples attention. Take care to not use it for more than 80 characters, as readability suffers at anything greater than that. The secondary font is FS Albert, and is used in most situations due to its ease of scanability. General style notes. Interface elements convey an open, bright, airy feeling, and should not be cluttered in any way. Visual lexicon (cont.) 18. Surprise and delight Scott Cook, Brad Smith, Dan Wernikoff, other execs greet folks at Registration. Actual users welcome folks to the show at Registration to start the ecosystem. (Accountants welcome small biz/devs, entrepreneurs check-in accountants.) Viewing rooms/simulcast lounges to watch the show from, and/or a room where you could get work done. Personalization Swag bags and gifts inside personalized based on which track theyre signed up for: the bag itself is the same across everyone, but whats inside is different for devs vs. accountants vs. small biz and entrepreneurs. Discoverability Alerts and notifications based on info the person gave us during sign-up. Example: New track sessions that people might be interested in pushed out via the mobile app. Engagement methods 19. QuickBooks Connect vision doc and design principles 20. QuickBooks Connect 21. 2121 What EMOTION do you want the person to feel? What SPECIFICALLY are you going to do to make a STEP CHANGE in ease? How significant is the BENEFIT that we are delivering in MEASURABLE terms? How does it go BEYOND EXPECTATIONS? What is the STARTING POINT? What are we NOT doing? (users, scope) 22. List of emotions 23. AFFECTIONATE compassionate friendly loving open hearted sympathetic tender warm CONFIDENT empowered open proud safe secure ENGAGED absorbed alert curious engrossed enchanted entranced fascinated interested intrigued involved spellbound stimulated Feelings inventory (helps with Step 2) Courtesy of the Center for Nonviolent Communication http://www.cnvc.org/sites/default/files/feelings_inventory_0.pdf EXCITED amazed animated ardent aroused astonished dazzled eager energetic enthusiastic giddy invigorated lively passionate surprised vibrant EXHILARATED blissful ecstatic elated enthralled exuberant radiant rapturous thrilled GRATEFUL appreciative moved thankful touched HOPEFUL expectant encouraged optimistic INSPIRED amazed awed wonder JOYFUL amused delighted glad happy jubilant pleased tickled PEACEFUL calm clear headed comfortable centered content equanimous fulfilled mellow quiet relaxed relieved satisfied serene still tranquil trusting REFRESHED enlivened rejuvenated renewed rested restored revived Attendees feeling elated, animated, and awed at the Train concert at QuickBooks Connect 2014. 24. Creating the rundown 25. Whos going to kick the day off? What energy will it bring and how will it set the tone for the day?* Figuring out the rundown is my favorite part of the day. The minute-by-minute list of what happens is called a rundown, and it starts off by putting each part of the day on a whiteboard (one speaker and moment per sticky), and moving stuff around until it looks good. Consider: Who do we have speak right before break to create a buzz? Who will get folks back in their seats? Do we have to much serious content in a row? Can we break that up? *ProTip: this should be reflected in both your design persona and your emotion triangle. The rundown TEDxIntuit 2012 rundown.