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The design box is a tool developed to aid in getting to the elevator pitch for a game or other creative product. It is intended as a tool to help groups deeply understand a problem and pitch creative solutions. This was presented at the Foundations of Digital Games 2014 conference aboard Liberty of the Seas as a work in progress.
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Pitch Perfect andThe Design Box
Roger Altizer & Jose Zagal University of Utah
Work in Progress!
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You are here
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Box gets folks into design quick
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Just-us folks working together
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Bioinformatics Pitch Meeting
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Bio-informatics Team
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Bio-informatics with partners
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Easy as pie (still confusing)
• Falling in love is easy• Pitching from the cuff is easy (ish)• Ignoring the details is easy• Pitching derivative ideas is easy• Ending endless brainstorming is easy• Avoiding competing ideas is easy• Finding relief in a pitch is easy
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Life is hard
• Ideation is hard• Designing with teams is hard• Buy-in is hard • Breaking a problem down is hard• Thinking inductively is hard
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Assuming Assumptions
• Good design solves a problem• Constraint breeds creativity• Qualitative/inductive approach to design• Iteration helps with ideation• Coding-like process may bring new ideas or
problems up that are missed at first glance• Brining clients and audience “in” allows for
design research, vetting, and just inclusion
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Punny Beginnings
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Design Box
Aest
hetic
sTechnology
Audience
Question/Problem/Mechanic
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Technology
• What is the tech the project is required?• What tech is available to the team?• What tech is the team good at?• Does the tech have any key advantages?• What limitations does the tech impose?
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Audience
• Who is the end user?• Who will be buying the game?• Who will be distributing the game?• Are there any other key stakeholders?• Can we narrow down the audience?• Is there anything about the audience we need
to pay special attention to?
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Aesthetic
• Is there required content?• Is there a required style?• What would you like the audience to feel?• What limitations do we have on content?• Is there a particular theme we want to
embrace?• Is there any taboo content?
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Question/Problem/Mechanic
• What problem does this game need to solve?• Does this game need to promote a certain
kind of play?• What question is this game exploring?• What is it we want to say as a team?• Is there a particular mechanic we want or
need to explore?• What does this thing need to really do?
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Step 2: All pitches welcome
• Moderator writes pitches inside of the box• No pitch may be written in the box unless it
accounts for all four sides.• Any member of the team present may pitch.• Any member may riff off another’s idea.• Repeat until ‘theoretical saturation’ occurs –
the ideas start to sound the same• Cross talk about the walls but not the pitches
is allowed.
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Be cool with the box
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Step 3: Refine the walls
• What assumptions are being made in the pitches that aren’t on the walls?
• Refine the walls to account for common threads in the pitches.
• Refine the walls based upon the cross talk from the previous step.
• Allow for drastic changes to the walls.
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Be transparent with the box
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Step 4: Rinse and repeat
• Take a photo of the pitches then erase them and start over.
• Team members may not pitch the same ideas as previous rounds.
• Team members may modify earlier pitches.• Again, all pitches must work with all walls.• Moderator may ask questions to help the
pitch evolve.
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Team should press on the box
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Step 5: The pitch
• Teams may repeat the steps as many times as needed
• In the end the walls get “heavier” and the box gets “smaller”
• The smaller the box, the fewer the pitches that fit
• The last pitches should look like answers the team came up with or agreed with
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Great big idea, tiny little box
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Your thoughts here
Roger [email protected]@real_rahjur
Jose [email protected]@JoseZagal
You’re on a boat!