Robert PrattenCEO
Twitter: @robprattenhttp://[email protected]
Creating Crucibles:How to Design Transformative Experiences
Transformative experiences
• Stress• Opportunity for personal growth (Outside the comfort zone)• Reflection• Feedback to help new understanding
Online
Participatory Experiences
CollaboratingCompeting
CommentingSharing
ExploringRole-playing
Real Places
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?
Multi-channel Learner and Instructor Interface
Real-time Interaction Engine (“trigger processing” system)
Authoring System
Content Management
Training Scenario After-Action Review and
AnalysisPersonas Narrative
Decisions Roles
Real-time Feedback &
Instructor Input
Domain Knowledge
Instructional 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
Learner Personalization
Individual Group Team
Everyone
Great for team experiences:• Information asymmetry• Hidden profile• Mixed messages• Confirmation bias• Inadequate information
Creating a transformative experience
Experience
PedagogicalFeedback & Assessment
Scaffolding
Training objectives Facts & procedures
CharactersChoices
Consequences
Narrative
Creating a transformative experience
Experience
Pedagogical
Memory
Engagement
Distributed practice (time)Localized (place)Multimedia
ResonantMotivationPersonalizationFlow
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
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 storyworldto 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
Designing the Participatory Story
5. Write synopsis
• Premise• Themes• Characters• Conflict
6. DevelopSynopsis 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. DevelopEngagement 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
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
Structure
Scheduled Content
2 hrs
Provides framework and maintains pace
Interactive Content
Provides interactivity and personalization
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
Mountain Rescue scenes
Chalet Outside In Car Drive Away
Go outside
Stay in chalet
Turn back with wood
Keep going
Scene characteristicsHeat lossRisksResourcesOptions
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 don’t work? ;)
• Cognitive skills• Understand the weather report• Understand distance to safety
• Roles• Guide a friend• No power to take direct action
Mountain rescue characteristics
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