Remarkable by Design: Story-led Innovation
-
Upload
transmedia-storyteller-ltd -
Category
Business
-
view
719 -
download
0
Transcript of Remarkable by Design: Story-led Innovation
![Page 1: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/1.jpg)
Presentation to the World Innovation Convention, Cannes 2013
Robert Pratten @robpratten
![Page 2: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/2.jpg)
![Page 3: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/3.jpg)
![Page 4: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/4.jpg)
engage through
intrinsic motivations +
design for
active participation
![Page 5: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/5.jpg)
Robert PrattenCEO & Founder, Transmedia Storyteller Ltd
![Page 6: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/6.jpg)
The Internet and Mobile Revolution
![Page 7: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/7.jpg)
The consumer has moved on
![Page 8: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/8.jpg)
![Page 9: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/9.jpg)
![Page 10: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/10.jpg)
![Page 11: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/11.jpg)
![Page 12: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/12.jpg)
![Page 13: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/13.jpg)
![Page 14: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/14.jpg)
![Page 15: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/15.jpg)
![Page 16: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/16.jpg)
![Page 17: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/17.jpg)
![Page 18: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/18.jpg)
![Page 20: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/20.jpg)
![Page 21: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/21.jpg)
![Page 22: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/22.jpg)
Affordable solar LED lighting for rural communities in the developing world
![Page 23: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/23.jpg)
http://airpi.es/
The AirPi is an automatic air quality & weather monitoring device powered by a Raspberry Pi temperature, humidity, air pressure, light levels, UV levels, carbon monoxide, nitrogen dioxide and smoke level
![Page 24: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/24.jpg)
CO affects • character’s mood• tone of tweets & blog posts• game difficulty?
![Page 25: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/25.jpg)
![Page 26: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/26.jpg)
• we have to design experiences that satisfy core human needs
• ie. appeal to intrinsic motivations
![Page 27: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/27.jpg)
![Page 28: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/28.jpg)
• Significance (special, important, unique)
• Certainty (comfort & control)
• Variety (surprise)
• Connection (love)
• Growth (learning, mastery)
• Contribution (giving back)
![Page 29: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/29.jpg)
CommunitySignificanceContribution
ComfortGrowthLearningSurprise
ComfortGrowth
LearningSurprise
Fan Fan
Storyworld
![Page 30: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/30.jpg)
![Page 31: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/31.jpg)
![Page 33: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/33.jpg)
![Page 34: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/34.jpg)
Definition• Requirements
• Goals
• Success Criteria•KPIs, measurement
• Scope•Countries, Territories, Languages, Number of Audience
•Interworking with other companies & technologies
•Timing & duration
•Budget
• Customer
Development• ActSS 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• ActSS Define the story•Premise, Themes, Characters, Locations, Periods, Objects, Factions, Hierarchies
• ActSS Define the Experience•Gaming, Role-playing, Exploring, Observing
• ActSS Define the Execution•Timing, Events, Platforms, Pacing
• ActSS Write Synopsis
• ActSS Develop
Synopsis into Scenes
• ActSS Design the Engagement
• ActSS 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•ActSS 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
![Page 35: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/35.jpg)
Define the World
• Story
• Experience
• Audience
• Platforms
• Goal1
• Execution
Define the Story
• Premise
• Themes
• Characters
• Locations
• Periods
• Objects
• Factions
• Hierarchies
Define the Experiences
• Goals
• Gaming2
• Role-playing2
• Exploring2
• Observing2
Define the Execution
• Timing
• Events
• Platforms
• Pacing
![Page 36: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/36.jpg)
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
![Page 37: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/37.jpg)
![Page 38: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/38.jpg)
What will the audience do? How will they be engaged?
Gaming Role-playing
Observing Exploring
THINK
FEEL
DO
Moral dilemmas, meaningful choices
Role-play,provide building blocks
Reflection, consideration Exploring, discovering
![Page 39: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/39.jpg)
Tweet #PASSION
Lead a better life - get
connected and help
us build an AppiCiti(www.appiciti.com)
Tweet #WISDOM
Lead a better life - get
connected and help
us build an AppiCiti(www.appiciti.com)
Tweet #REALITY
Lead a better life - get
connected and help
us build an AppiCiti(www.appiciti.com)
Tweet #FREEDOM
Lead a better life - get
connected and help
us build an AppiCiti(www.appiciti.com)
On
line
On
Lo
cati
on
HEAD HEART
EGO SOUL
Transbay “Connected Cities”
![Page 40: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/40.jpg)
+ Uncertainty A
- Uncertainty A
+ Uncertainty B- Uncertainty B
FutureStory 1
FutureStory 2
FutureStory 3
FutureStory 4
![Page 42: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/42.jpg)
We sold $128.74 worth of thrift-store junk
for $3,612.51$128.74
Investment
$3612.51Return
![Page 43: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/43.jpg)
![Page 44: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/44.jpg)
![Page 45: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/45.jpg)
![Page 46: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/46.jpg)
![Page 47: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/47.jpg)
“Life is not measured by the number of breaths we take,
but by the number of moments that take our breath away”
![Page 48: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/48.jpg)
Taking the consumer on an
emotional journey goes from
moment to moment
![Page 49: Remarkable by Design: Story-led Innovation](https://reader033.fdocuments.in/reader033/viewer/2022042821/55d4c2edbb61eb66338b46c9/html5/thumbnails/49.jpg)
Robert PrattenCEO & Founder, Transmedia Storyteller Ltd
@[email protected]: +44 207 193 4567USA: +1 415 287 4150