How to Design Transformative Experiences

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Post on 28-Jan-2018




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  1. 1. Robert Pratten CEO Twitter: @robpratten Creating Crucibles: How to Design Transformative Experiences
  2. 2. Experience Is King
  3. 3. Transformative experiences Stress Opportunity for personal growth (Outside the comfort zone) Reflection Feedback to help new understanding
  4. 4. 75% of training is WASTED Source Deloitte research
  5. 5. Higher productivity is only achieved if employees know how to effectively apply knowledge
  6. 6. Online Participatory Experiences Collaborating Competing Commenting Sharing Exploring Role-playing Real Places
  7. 7. +42% increase in positive brand sentiment
  8. 8. Conducttr is an invisible experience manager
  9. 9. Learner at the centre
  10. 10. 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?
  11. 11. Selection of universities & colleges using Conducttr
  12. 12. Applications of Conducttr
  13. 13. Elaine Raybourne Keynote Speaker Conducttr Conference on Connected Learning, London Oct 16th 2015
  14. 14. Multi-channel Learner and Instructor Interface Real-time Interaction Engine (trigger processing system) Authoring System Content Management Training Scenario After-Action Review and Analysis Personas Narrative Decisions Roles Real-time Feedback & Instructor Input Domain Knowledge Instruction al 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
  15. 15. Learner Personalization Individual Group Team Everyone Great for team experiences: Information asymmetry Hidden profile Mixed messages Confirmation bias Inadequate information
  16. 16. Individual learner attributes
  17. 17. Creating a transformative experience Experience Pedagogical Feedback & Assessment Scaffolding Training objectives Facts & procedures Characters Choices Consequences Narrative
  18. 18. Creating a transformative experience Experience Pedagogical Memory Engagement Distributed practice (time) Localized (place) Multimedia Resonant Motivation Personalization Flow
  19. 19. 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
  20. 20. 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 storyworld to 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
  21. 21. Designing the Participatory Story 5. Write synopsis Premise Themes Characters Conflict 6. Develop Synopsis 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. Develop Engagement 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
  22. 22. 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
  23. 23. Structure Scheduled Content 2 hrs Provides framework and maintains pace Interactive Content Provides interactivity and personalization
  24. 24. Maintain a pace DP 1 DP 2 DP 3 DP 8 decision points 15mins 15mins
  25. 25. 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
  26. 26. Mountain Rescue scenes Chalet Outside In Car Drive Away Go outside Stay in chalet Turn back with wood Keep going Scene characteristics Heat loss Risks Resources Options
  27. 27. 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 dont work? ;) Cognitive skills Understand the weather report Understand distance to safety Roles Guide a friend No power to take direct action Mountain rescue characteristics
  28. 28. Heat map
  29. 29. Experience tracking
  30. 30. Experience tracking
  31. 31. 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
  32. 32. Real Life Branching Active
  33. 33. Gratitude
  34. 34. Be remarkable Robert Pratten @robpratten


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