What is interactivity anyway? Beyond Story,Tech & Futurism. Designing Experiences

WHAT IS INTERACTIVITY ANYWAY?

DIGITAL CONTENT DEVELOPMENT LAB SEMINAR

What is Interactivity

Anyway? Gary P Hayes

ABOUT YOU & ME Gary Hayes

Service provider, content producer, strategist, director, web 2.0 ‘generator’ •80s Music Composer, Producer, Lecturer, Photographer •90s Filmmaker then editor BBC

•95- 04 Senior Producer, BBC Interactive Broadcast & Broadband TV - 8 yrs •Personal TV / standards - TV-Anytime, MPEG

•05 - Advanced Media Training Lab, LAMP & MultiPlatform Head at AFTRS •06 - Virtual World, Games Dev, Multiplatform - MUVEDESIGN (& Project Factory) •11-13 - Exec Producer ABC Multiplatform TV (mobile, web, iview, social tv) •12 - Playto Training •02 - 9th Top Blog Media and Marketing Australia - AdAge

playto.com.au

TV cross media adaptations

Live web, radio, real world doco

Some of Gary’s BBC New Media & US Productions 95 - 05

UK Interactive TV

Strategic Navigators

1st UK Broadband TV Doco

US Social TV

ABC Island Deakin Arts Island Thursday’s Fictions

BigPond Telstra US Fortune 100s Melbourne/Cog/AFTRS etc:

Some of Gary’s old Virtual Worlds

REFERENCE OTHER CONTACTS: GARY WEB PRESENCES

SITES•Incubator dev labs storylabs.us•Multiplatform training playto.com.au•Multi User Virtual Environment Design www.muvedesign.com•Main Media WP Blog www.personalizemedia.com•Personal creative hub www.garyphayes.com (music/photography)•JustVirtual VW Blog - www.justvirtual.com•LAMP archive blog - storylabs.us/lamp

Web 2.0/3.0 Social Networks

• LinkedIn - au.linkedin.com/in/garyphayes/• Facebook - https://www.facebook.com/garyphayes and garyphayesphotography • GooglePlus - plus.google.com/+GaryHayes• YouTube The Icarus Channel - youtube.com/hayesg01• Flickr Pro Account Photos - flickr.com/photos/garyhayes/• 500px - 500px.com/GaryPHayes• Instagram - instagram.com/garyphayes

Speaking for myself the most exciting part of the multi platform process is when a bunch of aspirational concepts finally get married to the reality of delivery - this is when the ‘service’ is given the Breath of Life - a baby is born, the prototype, the epoc...

But it can also lead to an early divorce...

FROM IDEA TO PROOF OF NEW LIFE

MY TALK

1 … IS NOT ABOUT THE EVOLUTION OF PLATFORMS…

2 MY TALK IS NOT REALLY ABOUT COOL FUTURE TECH…

Sesame Workshop and the Joan Ganz Cooney Center

so much tech

3 MY TALK IS NOT GROWING DISTRIBUTION OPPORTUNITIES

Call of Duty Servers

4 MY TALK IS NOT ABOUT REALLY NERDY MULTI PLATFORM TECH…

5 NEITHER IS IT ABOUT STORY… OR FRANCHISE TRANSMEDIA…

You have a great story(world) idea/treatment…?•Who are your users, what are their behaviours? Who the hell is it for?•Why do they need (and think they want) your interactive ‘product’?•Where, when & how will they get it?•What will they DO? What is the CTA?•Do YOU have clear objectives?•What is it (the form) called?

IT’S ABOUT YOUR USERS… AND YOU!

or a funding perspective…•Is your product original?

•Do you have a market?

•Do you ‘understand’ your users?

•Is there a business here?

•Do you have realistic schedule & budget?

•Do you have the right team?

WHAT IS YOUR INTENTION WITH THIS ‘DIGITAL’ THING?

to tell ‘my’ story

vanityproduction

to entertainan audience

to make money

to createsomething

to tell the worldabout my culture

to bedifferent

to give people great experiences

to changesociety

to be happy

to createcommunity

to survive

What are you doing it for?Honesty & Passion

Why are you doing your project?

There are two types of stories. Those told ‘at’ you and those told ‘with’ you.

What You Must Become (or find as part of your team)

YouExperience

Creator

Architect

User centric experience designer

An expansive story world

builderLives &

understands new platforms

Team leader

Honest about your goals

Socially relevant

community builder

Some Challenges Marketing vs Story

Cool vs Reach Vanity vs Franchise

KPI vs Innovation Your Need vs User Need

Multi Platform Business & Audience

Transmedia Storytelling

Multi Platform Service Design

Communities & Distribution Channels

Multi Platform Design & Technology

Production

Concept Development

Where are the real revenue streams in networked media?

Can story remain cohesive if we fragment

it across platforms?How can we truly engage

users and how do we measure it?

Is it possible to balance the needs of community while retaining control

of the medium? At what point does technology cease to be a barrier to mature, stable

production?

Do you have to be multi skilled

to produce compelling networked

media content?

How do we make non-linear

components a truly integral

part of the proposition?

Big Questions For New ‘Experience’ Creators

EXPERIENCE PRODUCER

•Multi Platform Production Tools and Processes •Pervasive Locative Games •Social Media Storytelling & Two Way Web •User Needs & Audience Targeting •Social Television & Mixed Media •Serious Games & Online Documentary •Augmented Reality and VR evolution •Monitoring & Measuring the Web •Alternate Reality Game & Digital Marketing •Social Virtual Worlds •Massively Multi Player and other Game Development •The Transmedia Bible or Documenting Skills

Production skills through deep experience of for example:

Lab Environments... To devise, document and present the best

Multi Platform Service for your User

community based on your story or property

What is Interactivity

anyway?Facebook and Twitter are not the only games in town

What audiences want15 years ago me presenting cross-media inside BBC

Levels of Interaction (or agency) 1 Discrete - just choose content to consume 2 Continuous - above, but also time based, temporal

3 Concrete - above & you are ‘one’ with the ‘interface’

4 Character - above & you’re a character in the ‘experience’ 5 Resonant - above, & what you do, changes the ‘service’

http://www.willatworklearning.com/2006/05/people_remember.htmlINCORRECT

CORRECT

THE EDGAR DALE CONE OF EXPERIENCE c. 1946

<< DIRECT PURPOSEFUL EXPERIENCES

engagement mechanic is critical

your role is also as a professional

experience creator to motivate use

DIRECT PURPOSEFUL EXPERIENCES

Engagement mechanic is critical

2.1 Achievements2.2 Appointments2.3 Behavioral Momentum2.4 Blissful Productivity2.5 Bonuses2.6 Cascading Information Theory2.7 Combos2.8 Community Collaboration2.9 Countdown2.10 Discovery2.11 Epic Meaning2.12 Free Lunch

2.13 Infinite Gameplay2.14 Levels2.15 Loss Aversion2.16 Lottery2.17 Ownership2.18 Points2.19 Progression2.20 Quests2.21 Reward Schedules2.22 Status2.23 Urgent Optimism2.24 Virality

http://gamification.org/wiki/Game_Mechanics

The Gamification process takes long term dedication, careful planning and the right tools and expertise. Gamification should not be seen as a magic bullet to increase Engagement.

Simple Example: Trigger St circa 2005

The reward was being able to contribute more to the service

User Centric Experience Design

Behaviour & Persona’s

Tracking Behaviour

The Popes Address

8 years apart

Tracking user behaviour - extremely important

note: Keep an eye on new biz mods - Donation. Twitch.tv

Twitch.tv - founded 2007 as Justin.tv 45 million watch per month, 1 million broadcast

13 billion minutes per month US streaming services top 6 by volume…

1 Netflix 2 Google 3 Apple

4 Twitch.tv 5 Hulu

6 Amazon

note: Keep an eye on new biz mods - Donation. Twitch.tv

So is tracking where the audience / users ARE

GOOD GAME ABC - In one year 500 reviews of games on the desktop site Mobile Behaviour - ABC Good Game app launch April 2012

In the first week of the app launch there were over 31 000 reviews!

PERSONALLY BE PART OF THE COMMUNITY. YOU NEED TO BE THERE TO UNDERSTAND & MEASURE BEHAVIOUR

http://theconnectedset.tv/1402/our-new-project-goes-live-tate-britain-quiztrail/

there are three types of transmedia projects

Image Source: What to Watch, Screen Australia June 2012

Extending a story across multiple

channels & platforms, where the experience for

the user should be the driver of the service

GHayes 2006

You have to be in it, to get it

PERSONALLY BE PART OF THE COMMUNITY. YOU NEED TO BE THERE TO UNDERSTAND & MEASURE BEHAVIOUR - NOT RELY ON STATS e.g.:

Note: 2012 stats

Twitter and Facebook are not enough? Context!

Q&A twitter is 5 years old next month Around 40 000 focused tweets per show

Up to 1000 per minute A special post-budget Q&A on Monday night saw Joe Hockey inundated with questions.

The mood was incredulous and dismissive to begin with, and only got angrier from there.

The #qanda hashtag broke records, according to the ABC, and resulted in servers crashing

and the disappearance of curated tweets from the TV screen. 80 000 tweets recorded

3 HAVE INTENTIONDevelop clear messages & value to the community,

with authenticity & passion, create personas

Beckinfield

L Word Enhanced - Line Prod Gary Hayes

Fanisodes “People Powered Entertainment”

Showtime’s ‘L Word’ have allowed viewers (20 000 contributors) to write the episode

Ratings went up by 51%

The site logged 175,000 visits and over 3,000,000 page views.

Most importantly - know them personally?!

"If I'd asked my customers what they wanted, they'd have said a faster horse." Henry Ford

What are persona’s? Why do we create persona’s?

•Key ‘concept’ decisions are made for the user and not what you ‘think or guess’ it should be

•It focuses the team on targeting specific users

•Clarity about core items to put your energy & resources into

•Improves communication with stakeholders

•Project planning is much more streamlined

Building Persona’s How to create a persona.

•Who - A name, age, work, qualification, company

•Behaviour - A paragraph describing what they do in life, likes, dislikes, patterns, general need

•Digital World - Define their ‘technical’ environment. Devices, usage patterns

•Goals - What your project will offer this user

Testing Persona’s become real in focus tests

RecommendationAdopt a similar interaction style to ninemsn music. When you click on a thumbnail it stops rotating to avoid confusing users and has an arrow to clearly indicate the active tab. Also a clear ‘find out more’ call to action

makes it easy for users to get to more information.

IssueThe flash slideshow area did not always interact how users expected it. Some

would click the thumbnail and expect to go to more detailed page while others

were unsure where to click on the main image to find out more. Imagery and

copy are vital here to engage with users.

Ninemsn example

DefinitionDefining your Transmedia project - nuts & bolts and what is it exactly?

Mapping it OutMapping it out - Functionality and User Experience

WHAT IS INTERACTIVITY ANYWAY? Session Structure

As Digital Creatives we are Designing Experiences

1 Experiences that need to identify it’s key users

2 We need to ‘narratively map’ the experience

3 and design it, name it, functionally document it

What do we mean by multiplatform

content?

everything that is not TV, cinema, radio and print?

we need solid planning documentation

TREATMENT.... 4Tagline.... 4Back story and context....4Synopsis4Plot points..5Characterisation and attitude..5Scripts....5User-centric scenarios 5

TECHNOLOGY SPECIFICATION... 13Technology platform vision....13System architecture..13Underlying magic in the technology...14Service build infrastructure...14Device methodology..14User management15Content management, back-end and server..15Coding and builds..15Quality assurance testing..15

BUSINESS & MARKETING.. 16Goals....16Success indicators17User need.17Target audience and marketing.17Business models....18Projections, budgeting and timelines.18Production team....19Status and next steps....20Copyright, IP & licensing...20Summary and calls to action.20

FUNCTIONAL SPECIFICATION 6Multi-platform form6Rules of engagement.. 7Platforms and channels.. 7Service build overview 7User journey...8Key events.9Timelines...9Interface and branding....9

DESIGN SPECIFICATION... 10Design aesthetic....10Branding and design guidelines introduction..10Storyboard....10Wireframes...11Style guide, colour and font specs.12Media design styles...12Full assets list...12

Multi Platform Production

iDocumentaryExamples: Interactive Documentary / Serious Game - show me the interaction?

Situated StoryTellingleading to AR/VR?

Escape from WoomeraWaco ResurrectionParis Riots (medal of honour)

JFK ReloadedThe Troubles

Example adaptations of Documentary

http://www.persuasivegames.com/

Jetset: A Game for Airports

CASUAL DOCUMENTARIES

http://www.newsgaming.com/games/index12.htm

This is not a game

You can’t win and you can’t lose

This is a simulation

It has no ending. It has already begun.

The rules are deadly simple. You can shoot. Or not.

CASUAL DOCUMENTARIES

Jonathan Harris - I Love Your Work (lesbian porn in NYC) - 2,202 ten-second

clips taken five minutes apart

creating scarcity

http://www.trusim.com/

Situated Storytelling

The Witness (drama) - JFK, BigFoot, Paranormal?

Handheld Augmented Reality Project (HARP ) Harvard - San Diego’s School in the Park Project. Alien Contact Games in Boston and a Museum Augmented Reality Game “The Crane” based around a Chinese folktale, the application tells a story as it guides young & high school students around both inside and outside the museum.

www.museumoflondon.org.uk/streetmuseum.htm

LondiniumKey Roman sites in London will be

brought to life through augmented reality video which will overlay scenes of Roman London onto the view today as seen through your camera. Have a go at digitally excavating Roman artefacts by blowing or using your finger to dig and reveal objects including a leather bikini, a foot-shaped lamp, and a hoard of gold coins. An ancient map helps you to explore the city and uncover what stands there now

Walking Cinema: Murder on Beacon Hill http://www.parkmanmurder.com/

Ghostwire on DS Lite

Niantic Labs

The game has been downloaded over 5

million times in over 200 countries with over

74,000 miles (more than three times the

circumference of Earth) walked, run and biked

during the 65 live events hosted by Google around the world.

The San Gabriel Valley Enlightened

team out on a mission in Downtown Pasadena

AR RevolutionExamples: Augmented & Virtual Reality - on the edge of a revolution?

VR 360 RE-EMERGENCE?

Examples: Augmented & Virtual Reality - on the edge of a revolution?

Enhancing Locative / Situated Storytelling / ARGs using

AR (augmented reality) then

VR (virtual reality) and

Interface

Interfaces are not just about touch screens - gestural Leap Motion $70

GARY’S FIVE TECHNICAL TYPES OF AUGMENTED REALITY

1.Surface or Haptic – The most understandable form of ‘reality that is augmented’ would be screens, floors, walls etc that respond to the touch of people in them providing them with virtual real time information or collaboration

2.Pattern, Image, Marker, Recognition – The AR system performs simple pattern recognition on a shape, marker (usually on a framed card in the real world scene) or face and replaces it with a static or moving element e.g: a 3D model, info, audio, video stream or loop etc: You view the ‘items’ in the scene with you

3.Outline – This is where your hand, eye or body outline is picked up and seamlessly ‘merged’ with the virtual elements. Simple example where you can pick up a 3D object that doesn’t exist because the system is tracking your hand outline.

4.Location, Wayfinding, Geo-Location – Based on detailed GPS or triangulation location & position/view of the camera/device the AR system can overlay information precisely over buildings or people as you move through real space.

5.Hologram – Using ‘smoke & spinning mirrors’ literally in some cases, virtual or real items are ‘projected’ into the physical space you are in and can be interactive with based on cameras tracking real world impulses e.g: hand gestures or audio signals

Key Types of Augmented Reality

AR House hunting

Tourist info

Shopping deals - see local inscribe

Twitter in situ

Augmented Reality - The ultimate mashup?

Facial recognition & all online data - Tat recognizer

Are your StoryWorlds advanced enough from ACTUAL reality?

Superficial Augmented Reality?

“In the case of Malaysia Airlines the app displays the cheapest deals on the airline from the user’s nearest airport to those further afield. What is interesting about the use of augmented reality by an airline is better understood by what Malaysia has in store further down the line. Officials say the first incarnation of the app (deals) will be developed over time so passengers can use features related to their booking. For example, a user will be able to switch on the AR function at an airport and find where the check-in desk is located or the direction of the departure gate, lounge, baggage claim and other services.”

http://www.tnooz.com/2010/06/23/news/malaysia-airlines-dabbles-in-mobile-augmented-reality-with-deals-and-directions/

IT’S GONNA BE BIG BIZ Some companies approaching real relevancy

Current Augmented Reality?

Sales Augmented Reality?

Utility Glasses Augmented Reality?

ODG Android Smart Glasses - CES this year

Real Time Mapping AR?

Utility Glasses Augmented Reality?

MS Holo Lens

Popular Virtual Reality?

Samsung Gear VR - $249 AUD ships Oz Mar 11

One of the first 360-degree documentary films ever, investigating

the future of virtual reality. At IDFA DocLab 2011, photographer

and filmmaker Danfung Dennis launched his groundbreaking iPad app Condition One. He returns this

year with a new milestone: the international premiere of the first

documentary film shot in 360-degree video and released for the Oculus Rift

virtual reality headset. Zero Point follows pioneers of virtual reality,

researchers and developers creating an entirely new digital dimension.

From combat training simulations at the Department of Defense, to

research labs at Stanford to indie game developers and hackers, this immersive video experience brings

viewers into the future of virtual reality.

Zero Point is the first 3D 360 short film created for virtual reality. Oculus Rift DK-1 or DK-2 is required. Running

time: 15 minutes.

EPOC PrototypeWrap: Make your project something someone wants to use! and a little on Early

Production Processes

WHAT IS INTERACTIVITY ANYWAY?linear cross media worlds

A ‘deep slice’ of the aspired final service the purpose is to sell the idea, demonstrate it’s USP, get stakeholders agreement, do persona research,

prove the idea to yourself

EPOC engines (easy to create can be) Basic slideshow/board - ppt, keynote etc:

Wireframing/storyboard tools - Balsamiq, Omnigraffle, CeltxVideo workflow - simple linear story of the functionality

Website - easy to build, wordpress, dreamweaver etc:Quick app tools - flash, Xcode, Wildfire (FB)

Game proto tools - unity, 2nd life etc

It is not the equivalent of a pilot which is more akin to a prototype

The need for EPOC

2 min video first 3 years of LAMP

EPOC Creation Tool Examples

An EPOC can be created on a range of tools or software, even using the final build software, a good developer will guide you in rapid prototyping choices. Eg:

1. EPOC 1 – A small build in Xcode of simple mobile functionality using the StoryBoard feature

2. EPOC 2 – A small game world or casual game using Unity or using simple tool like Second Life

3. EPOC 3 – Use Flash or Director to create a simple video or animation based navigable slice

4. EPOC 4 - A live website showing the navigation – eg: a WordPress install, branded with your property but made to look like a variety of other styles of sites

5. EPOC 5 – If you project has AR elements you can create a small marker based demonstration

6. EPOC Video – 30 second taste (but it HAS to demonstrate the key interactive features and not be a clever montage of the property you have been given). Do not spend all your time producing a complex teaser trailer without clearly showing functionality.

7. Many others - examples

But it must be close to the final product...

Frame Forge 3D

Rapid Prototyping Slower High End

Game Virtual Worlds

Film Specific

SPEED OF DEVELOPMENT

FORMSecond

FMOD (sound)

Big World

Aurora

iClone

Inworld Collaboration

Standalone

Antics

Multiverse

SketchUp

Goldman (Adobe)

Movie Storm

ZenCub3D

HalfLife

3DGame Studio Torque

Crytek

Director

Inscape

jumpcut

Motion builder

Soundcloud

Vapourware

A World Away from Home

Levels of Interaction (or agency) 1 Discrete - just choose content to consume 2 Continuous - above, but also time based, temporal

3 Concrete - above & you are ‘one’ with the ‘interface’

4 Character - above & you’re a character in the ‘experience’ 5 Resonant - above, & what you do, changes the ‘service’

REFERENCE OTHER CONTACTS: GARY WEB PRESENCES

SITES•Incubator dev labs storylabs.us•Multiplatform training playto.com.au•Multi User Virtual Environment Design www.muvedesign.com•Main Media WP Blog www.personalizemedia.com•Personal creative hub www.garyphayes.com (music/photography)•JustVirtual VW Blog - www.justvirtual.com•LAMP archive blog - storylabs.us/lamp

Web 2.0/3.0 Social Networks

• LinkedIn - au.linkedin.com/in/garyphayes/• Facebook - https://www.facebook.com/garyphayes and garyphayesphotography • GooglePlus - plus.google.com/+GaryHayes• YouTube The Icarus Channel - youtube.com/hayesg01• Flickr Pro Account Photos - flickr.com/photos/garyhayes/• 500px - 500px.com/GaryPHayes• Instagram - instagram.com/garyphayes

ExerciseExercise: A small 20-30 minute group challenge

What is interactivity anyway? Beyond Story,Tech & Futurism. Designing Experiences

Technology

Transcript of What is interactivity anyway? Beyond Story,Tech & Futurism. Designing Experiences

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