How to Design Transformative Experiences
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Presentation to DevLearn 2015.
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How to Design Transformative Experiences
- 1. Robert Pratten CEO Twitter: @robpratten http://conducttr.com robert@tstoryteller.com Creating Crucibles: How to Design Transformative Experiences
- 3. Transformative experiences ⢠Stress ⢠Opportunity for personal growth (Outside the comfort zone) ⢠Reflection ⢠Feedback to help new understanding
- 4. 75% of training is WASTED Source Deloitte research
- 5. Higher productivity is only achieved if employees know how to effectively apply knowledge
- 7. +42% increase in positive brand sentiment
- 10. Conducttr is an invisible âexperience managerâ
- 11. Learner at the centre
- 12. 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?
- 13. Selection of universities & colleges using Conducttr
- 15. Elaine Raybourne Keynote Speaker Conducttr Conference on Connected Learning, London Oct 16th 2015
- 16. Multi-channel Learner and Instructor Interface Real-time Interaction Engine (âtrigger processingâ 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
- 17. Learner Personalization Individual Group Team Everyone Great for team experiences: ⢠Information asymmetry ⢠Hidden profile ⢠Mixed messages ⢠Confirmation bias ⢠Inadequate information
- 19. Creating a transformative experience Experience Pedagogical Feedback & Assessment Scaffolding Training objectives Facts & procedures Characters Choices Consequences Narrative
- 20. Creating a transformative experience Experience Pedagogical Memory Engagement Distributed practice (time) Localized (place) Multimedia Resonant Motivation Personalization Flow
- 21. Definition ⢠Requirements ⢠Goals ⢠Success Criteria â˘KPIs, measurement ⢠Scope â˘Countries, Territories, Languages, Number of Audience â˘Interworking with other companies & technologies â˘Timing & duration â˘Budget ⢠Customer Development ⢠Define the World â˘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 â˘Premise, Themes, Characters, Locations, Periods, Objects, Factions, Hierarchies ⢠Define the Experience â˘Gaming, Role-playing, Exploring, Observing ⢠Define the Execution â˘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 â˘Video, audio, image, text, mobile, web ⢠Events & locations ⢠Merchandise ⢠Touchpoints â˘Owned, Paid, Earned ⢠Languages, countries, geo-restrictions ⢠Capacity planning ⢠Controls Delivery ⢠Design Operations â˘Editorial & Legal processes, Social media guidelines, Community management, Escalation â˘Production â˘Implementation & testing ⢠Audience building & community outreach â˘Marketing communications ⢠Advertising, SEO, paid Search, Seeding, PR, Social media â˘Launch â˘Operations â˘Metrics Project Workflow
- 22. 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
- 23. Designing the Participatory Story 5. Write synopsis â˘Premise â˘Themes â˘Characters â˘Conflict 6. Develop Synopsis into Scenes â˘Information revealed â˘Character development â˘Audience quests 7. Design the Engagement â˘Personalization â˘Actions â˘Teams â˘Pacing â˘Motivations â˘Immersion 7. Design the Engagement â˘Personalization â˘Actions â˘Teams â˘Pacing â˘Motivations â˘Immersion 6. Develop Engagement into Scenes â˘Information revealed â˘Audience quests â˘Character development 5. Write synopsis â˘Premise â˘Themes â˘Characters â˘Conflict 8. Design the Interaction â˘Platforms â˘Media â˘Out-of-World â˘In-World â˘Block diagrams â˘User Journey ⢠platforms â˘phases 9. Design the Operations â˘Editorial process â˘Legal process â˘Social media guidelines â˘Community management â˘Escalation â˘Metrics Story-first approach Experience-first approach
- 24. 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
- 25. Structure Scheduled Content 2 hrs Provides framework and maintains pace Interactive Content Provides interactivity and personalization
- 26. Maintain a pace⌠DP 1 DP 2 DP 3 DP 8 decision points 15mins 15mins
- 28. Mountain rescue ⢠Learning objective: What to do in the cold (method and facts) ⢠Solution: must keep warm & read weather reports ⢠Process knowledge: â Determine scope of the problem â Interpret the data â Implement strategy to resolve the crisis
- 29. 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
- 30. 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 donât work? ;) ⢠Cognitive skills ⢠Understand the weather report ⢠Understand distance to safety ⢠Roles ⢠Guide a friend ⢠No power to take direct action Mountain rescue characteristics
- 31. Heat map
- 35. 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
- 36. Real Life Branching Active
- 37. Gratitude