does your product have a plot - david womack, r/ga
Post on 18-Oct-2014
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DESCRIPTION
Originally presented at SXSW 2012, R/GA Creative Director David Womack explains what makes an experience—any experience—compelling. A well–told story transcends any particular medium and this presentation focuses on principles of narrative—such as plot, setting, and point–of–view—as they apply to designing digital products, websites, social media, and apps, including why some digital experiences take off while others fizzle, how to define systems without using site maps, and innovative uses for user journeys.TRANSCRIPT
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@DAVIDJWOMACK
#sxsw #stories
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Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
tens
ion
time
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tens
ion
time
introduction
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tens
ion
time
introduction
complication/
conflict
Proprietary & Confidential. © 2012 R/GA All rights reserved.
tens
ion
time
introduction
climax
complication/
conflict
Proprietary & Confidential. © 2012 R/GA All rights reserved.
tens
ion
time
introduction
climax
resolution complication/
conflict
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SLEEPING: 7.3 HOURS
WORKING: 7.8 HOURS
CONSUMING SCREEN-BASED STORIES: 8.3 HOURS
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Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
tens
ion
time
Wow! I’m
shopping on
the internet
eCOMMERCE: EARLY DAYS
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tens
ion
time
Wow! I’m
shopping on
the internet
Do they have
anything I might
want to buy?
eCOMMERCE: EARLY DAYS
Proprietary & Confidential. © 2012 R/GA All rights reserved.
tens
ion
time
Wow! I’m
shopping on
the internet
Do they have
anything I might
want to buy?
Let’s try this
out
eCOMMERCE: EARLY DAYS
Proprietary & Confidential. © 2012 R/GA All rights reserved.
tens
ion
time
Wow! I’m
shopping on
the internet
Do they have
anything I might
want to buy?
Let’s try this
out
Did they steal
my credit card
number?
eCOMMERCE: EARLY DAYS
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
tens
ion
time
I need a lot of
lube
is this the lube
I’m looking for?
I’ll buy it!
eCOMMERCE
55 gallons
doesn’t go as
far as it used to
Proprietary & Confidential. © 2012 R/GA All rights reserved.
eCOMMERCE
Proprietary & Confidential. © 2012 R/GA All rights reserved.
eCOMMERCE
I want to tell
you something
about myself
by choosing
something
unexpected
and telling a
story about it
and I want to see
how you respond
Proprietary & Confidential. © 2012 R/GA All rights reserved.
• Create a review
• Rate a review
• Most recent review
• Most helpful review
• Tag this product
• Create a forum
• Discussions in the current forum
• Lists that mention this product
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Carlos A. Scolari - University of Vic / University Pompeu Fabra:
100%
0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
CHARACTERS
183 EPISODES
1951/1957
Carlos A. Scolari - University of Vic / University Pompeu Fabra:
100%
0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
CHARACTERS
62 EPISODES
2004/2007
Proprietary & Confidential. © 2012 R/GA All rights reserved.
1. Reduce
2. Organize
3. Time
4. Learn
5. Differences
6. Context
7. Emotion: More emotions are
better than less.
8. Trust
9. Failure
10. The one
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em
otion
ROMANCE
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ROMANCE
we meet the
main characters
main characters
meet each other
they hook up
and live
happily ever
after
they have an
arguement
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ROMANCE: ECOMMERCE
we search for
a product
we find the
product on
amazon
we make a
purchase
and live
happily ever
after
but there are a
lot of similar
products
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ADVENTURE
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ADVENTURE
we meet hero
and villain
they fight
hero loses
hero
triumphs
and we live
happily ever
after
hero
wins
hero
loses
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GAMES
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TIME WARNER CABLE
want to get
cable
put on hold
cable
installed
service
sucks
wait a month
Proprietary & Confidential. © 2012 R/GA All rights reserved.
this looks
interesting
let’s try it out I tell my
friends
MOST NEW TECHNOLOGY
cool
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MOST NEW TECHNOLOGY
Proprietary & Confidential. © 2012 R/GA All rights reserved.
MOST NEW TECHNOLOGY
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SUCCESSFUL PRODUCTS
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
em
otion
I was
lonely
then I met you
now I’m happy
ROMANCE
Proprietary & Confidential. © 2012 R/GA All rights reserved.
em
otion
I was
lonely
then I met you
now I’m happy
ROMANCE
[setting]
Proprietary & Confidential. © 2012 R/GA All rights reserved.
SUCCESSFUL PRODUCTS
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
THANK YOU
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Proprietary & Confidential. © 2012 R/GA All rights reserved.