SXSW 2015 - Technology, Story, and the Art of Performance

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<ul><li><p>1TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>HELLO!</p><p>Campfire</p><p>Mike MonelloElena Parker @elenakathryn</p><p> @mikemonello</p></li><li><p>2TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>ELENA PARKER CREATIVE TECHNOLOGIST,CAMPFIRE</p><p>WHO WE ARE</p></li><li><p>3TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>MIKE MONELLO CCO, CAMPFIRE</p><p>WHO WE ARE</p></li><li><p>4TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistoryWHO WE ARE</p></li><li><p>5TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>1. STORY 2. PARTICIPATION 3. PRODUCTION</p><p>WHAT WELL COVER</p></li><li><p>6TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory1. STORY</p><p>1. STORY 2. PARTICIPATION 3. PRODUCTION</p></li><li><p>7TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory1. STORY</p><p>Watch video here: http://campfirenyc.com/work/infiniti-deja-view</p></li><li><p>8TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory1. STORY / GENRE &amp; ADAPTATION</p><p>DEJA VIEWSCI-FI/THRILLER</p></li><li><p>9TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>LIZZIE BENNET DIARIESAUSTEN</p><p>1. STORY / GENRE &amp; ADAPTATION</p></li><li><p>10TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>SLEEP NO MORE MACBETH + NOIR</p><p>1. STORY / GENRE &amp; ADAPTATION</p></li><li><p>11TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory1. STORY / GENRE &amp; ADAPTATION</p></li><li><p>12TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory1. STORY / GENRE &amp; ADAPTATION</p><p>Tell new stories in old mediums, and old stories in new mediums. Douglas Rushkoff</p></li><li><p>13TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>ACT 1 </p><p>ExpositionACT 2 </p><p>Rising Action or Conflict</p><p>ACT 3 </p><p>Climax and Resolution</p><p>CLASSIC STORY ARC</p><p>1. STORY / GENRE &amp; ADAPTATION / STRUCTURE</p></li><li><p>14TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>ACT 1 </p><p>ExpositionACT 2 </p><p>Rising Action or Conflict</p><p>ACT 3 </p><p>Climax and Resolution</p><p>BRANCHING STORY</p><p>1. STORY / GENRE &amp; ADAPTATION / STRUCTURE</p></li><li><p>15TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>ACT 1 </p><p>ExpositionACT 2 </p><p>Rising Action or Conflict</p><p>ACT 3 </p><p>Climax and Resolution</p><p>BRANCHING STORY</p><p>1. STORY / GENRE &amp; ADAPTATION / STRUCTURE</p></li><li><p>16TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>ACT 1 </p><p>ExpositionACT 2 </p><p>Rising Action or Conflict</p><p>ACT 3 </p><p>Climax and Resolution</p><p>BRANCHING STORY</p><p>1. STORY / GENRE &amp; ADAPTATION / STRUCTURE</p><p>Credit: youchosewrong.tumblr.com</p></li><li><p>17TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>ACT 1 </p><p>ExpositionACT 2 </p><p>Rising Action or Conflict</p><p>ACT 3 </p><p>Climax and Resolution</p><p>BRANCHING STORY</p><p>1. STORY / GENRE &amp; ADAPTATION / STRUCTURE</p><p>Credit: youchosewrong.tumblr.com</p></li><li><p>18TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>ACT 1 </p><p>ExpositionACT 2 </p><p>Rising Action or Conflict</p><p>ACT 3 </p><p>Climax and Resolution</p><p>BRANCHING STORY</p><p>1. STORY / GENRE &amp; ADAPTATION / STRUCTURE</p><p>Credit: youchosewrong.tumblr.com</p></li><li><p>19TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>Think about variations on a theme rather than branching narratives.</p><p>STRUCTURE LIKE JAZZ</p><p>1. STORY / GENRE &amp; ADAPTATION / STRUCTURE</p></li><li><p>20TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>STRUCTURE LIKE JAZZ</p><p>ACT 1 </p><p>ExpositionACT 2 </p><p>Rising Action or Conflict</p><p>ACT 3 </p><p>Climax and Resolution</p><p>1. STORY / GENRE &amp; ADAPTATION / STRUCTURE</p></li><li><p>21TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>STRUCTURE LIKE JAZZ</p><p>ACT 1 </p><p>ExpositionACT 2 </p><p>Rising Action or Conflict</p><p>ACT 3 </p><p>Climax and Resolution</p><p>1. STORY / GENRE &amp; ADAPTATION / STRUCTURE</p></li><li><p>22TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>STRUCTURE LIKE JAZZ</p><p>ACT 1 </p><p>ExpositionACT 2 </p><p>Rising Action or Conflict</p><p>ACT 3 </p><p>Climax and Resolution</p><p>1. STORY / GENRE &amp; ADAPTATION / STRUCTURE</p></li><li><p>23TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>Users must have agency.</p><p>1. STORY / GENRE &amp; ADAPTATION / STRUCTURE / AGENCY</p></li><li><p>24TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>Characters must have agency.</p><p>1. STORY / GENRE &amp; ADAPTATION / STRUCTURE / AGENCY</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 25</p><p>#sxsw #aistory</p><p>SHADES OF GRAY / TRUST VARIABLE</p><p>1. STORY / GENRE &amp; ADAPTATION / STRUCTURE / AGENCY</p></li><li><p>26TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>USERS AND CHARACTERS ARE IN A PARTNERSHIP</p><p>1. STORY / GENRE &amp; ADAPTATION / STRUCTURE / AGENCY</p></li><li><p>27TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>STORY SUMMARY </p><p> Embrace genre and adaptation Maintain the classic story arc Structure like jazz Both characters and users must have agency Characters and users in a partnership </p><p>1. STORY / SUMMARY</p></li><li><p>28TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory2. PARTICIPATION</p><p>1. STORY 2. PARTICIPATION 3. PRODUCTION</p></li><li><p>29TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory2. PARTICIPATION</p><p>Watch video here: http://campfirenyc.com/work/cinemax-hunted</p></li><li><p>30TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory2. PARTICIPATION / MAXIMAX</p><p>MINIMAX</p></li><li><p>31TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory2. PARTICIPATION / MAXIMAX</p><p>MAXIMAX</p></li><li><p>32TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>CAPITALIZE ON OUR BIASES</p><p>2. PARTICIPATION / MAXIMAX / BIASES</p><p>Image: The Globe and Mail</p></li><li><p>33TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>PEOPLE WANT TO PLAY ALONG</p><p>2. PARTICIPATION / MAXIMAX / BIASES</p></li><li><p>34TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>BEN FRANKLIN EFFECT</p><p>2. PARTICIPATION / MAXIMAX / BIASES</p></li><li><p>35TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>STORY SHAPES USER BEHAVIOR</p><p>We are what we pretend to be, so we must be careful about what we pretend to be. </p><p> Kurt Vonnegut</p><p>2. PARTICIPATION / MAXIMAX / BIASES</p></li><li><p>36TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>WILLIAM CASTLE: MR. SARDONICUS</p><p>2. PARTICIPATION / MAXIMAX / BIASES</p><p>Watch video here: http://www.youtube.com/watch?v=ZJjK9njAwu0</p></li><li><p>37TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>WILLIAM CASTLE: MR. SARDONICUS</p><p>2. PARTICIPATION / MAXIMAX / BIASES</p></li><li><p>38TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory2. PARTICIPATION / MAXIMAX / BIASES / PERCEPTION</p></li><li><p>39TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory2. PARTICIPATION / MAXIMAX / BIASES / PERCEPTION</p></li><li><p>40TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>PERCEPTION</p><p>2. PARTICIPATION / MAXIMAX / BIASES / PERCEPTION</p></li><li><p>41TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory2. PARTICIPATION / MAXIMAX / BIASES / PERCEPTION</p><p>PERCEPTION</p></li><li><p>42TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory2. PARTICIPATION / MAXIMAX / BIASES / PERCEPTION</p><p>REALITY</p></li><li><p>43TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory2. PARTICIPATION / SUMMARY</p><p>PARTICIPATION SUMMARY </p><p> Maximax approach Capitalize on biases Manipulate perception </p></li><li><p>44TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory3. PRODUCTION</p><p>1. STORY 2. PARTICIPATION 3. PRODUCTION</p></li><li><p>45TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory3. PRODUCTION</p></li><li><p>46TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory3. PRODUCTION</p></li><li><p>47TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory3. PRODUCTION</p></li><li><p>48TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>PRE-PRODUCTION</p><p>3. PRODUCTION / PRE-PRODUCTION</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 49</p><p>#sxsw #aistory3. PRODUCTION / PRE-PRODUCTION</p><p>1. Understanding the human response </p><p>2. Build the computer system to handle the human response </p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 50</p><p>#sxsw #aistory3. PRODUCTION / PRE-PRODUCTION / PAPER TEST</p><p>PAPER TEST</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 51</p><p>#sxsw #aistory</p><p>PAPER TEST: WHY?</p><p> Are my assumptions correct? </p><p> Am I hitting the right tone? </p><p> Am I setting people and the system up to succeed? </p><p>3. PRODUCTION / PRE-PRODUCTION / PAPER TEST</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 52</p><p>#sxsw #aistory</p><p>PAPER TEST: HOW?</p><p> Test Main Path </p><p> Test on approximately 5 people </p><p> Record the tests </p><p> Repeat</p><p>3. PRODUCTION / PRE-PRODUCTION / PAPER TEST</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 53</p><p>#sxsw #aistory</p><p>PAPER TEST: RESULTS</p><p> Are my assumptions correct?YES Understood the interaction and what we </p><p>wanted, got the character and experience </p><p> Am I hitting the right tone? NO Sexual and Snaky </p><p> Am I setting people and the system up to succeed? NO Hesitant and Not Outrageous</p><p>3. PRODUCTION / PRE-PRODUCTION / PAPER TEST</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 54</p><p>#sxsw #aistory</p><p>Write the script. </p><p>Start your build. </p><p>3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE</p><p>PROTOTYPE</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 55</p><p>#sxsw #aistory</p><p>PROTOTYPE: WHY?</p><p>What patterns can I find that will make the interactions feel more real? </p><p>3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 56</p><p>#sxsw #aistory</p><p>PROTOTYPE: HOW?</p><p> Environment as close to production as possible </p><p> Test on &gt;50 people </p><p>3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 57</p><p>#sxsw #aistory</p><p>PROTOTYPE: PATTERNS</p><p>3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 58</p><p>#sxsw #aistory</p><p>PROTOTYPE: PATTERNS</p><p>3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 59</p><p>#sxsw #aistory</p><p>PROTOTYPE: PATTERNS</p><p>House Person Family</p><p>3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 60</p><p>#sxsw #aistory</p><p>PROTOTYPE: PATTERNS</p><p>3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 61</p><p>#sxsw #aistory</p><p>PROTOTYPE: PATTERNS</p><p>SANTANICOS PROMPT </p><p>My time is precious. If you want me </p><p>to stay, then I need to know what </p><p>youd do to prove youre worthy. </p><p>Someone once brought me 100 </p><p>Nazi scalps to show true devotion. </p><p>What will you do to prove yours?</p><p>RESPONSES </p><p> A hundred and one Nazi scalps I would give you 200 Nazi scalps I will bring you 200 Nazi scalps 200 Nazi scalps Ill bring you the same thing Hitlers scalp How about 1000 scalps</p><p>3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE</p></li><li><p>62TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>When the script </p><p>responds correctly to an </p><p>acceptable majority of </p><p>participants. move on. </p><p>PROTOTYPE</p><p>3. PRODUCTION / PRE-PRODUCTION / PAPER TEST / PROTOTYPE</p></li><li><p>63TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory3. PRODUCTION</p></li><li><p>64TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory3. PRODUCTION / ALPHA TEST</p><p>ALPHA TEST</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 65</p><p>#sxsw #aistory</p><p> Test on multiple hundreds of people </p><p> Test in your production environment </p><p> Not adding new paths funneling in new ways </p><p>3. PRODUCTION / ALPHA TEST</p><p>ALPHA TEST: HOW?</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 66</p><p>#sxsw #aistory3. PRODUCTION / ALPHA TEST</p><p>ALPHA TEST: HOW?</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 67</p><p>#sxsw #aistory3. PRODUCTION / ALPHA TEST</p><p>ALPHA TEST: HOW?</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 68</p><p>#sxsw #aistory</p><p>ALPHA TEST: HOW?</p><p>3. PRODUCTION / ALPHA TEST</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 69</p><p>#sxsw #aistory</p><p>ALPHA TEST: HOW?</p><p>3. PRODUCTION / ALPHA TEST</p><p>USER GREETS CHARACTER</p><p>COMPUTER SEARCHES FOR MATCH</p><p>CHARACTER RESPONDS TO USER</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 70</p><p>#sxsw #aistory</p><p>ALPHA TEST: HOW?</p><p>3. PRODUCTION / ALPHA TEST</p><p>USER GREETS CHARACTER</p><p>COMPUTER SEARCHES FOR MATCH: </p><p>1) Hello </p><p>2) Hi </p><p>3) Hello There </p><p>4) Hey </p><p>CHARACTER RESPONDS TO USER</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 71</p><p>#sxsw #aistory</p><p>ALPHA TEST: HOW?</p><p>3. PRODUCTION / ALPHA TEST</p><p>USER SAYS: </p><p>Hello There </p><p>COMPUTER SEARCHES FOR MATCH: </p><p>1) Hello </p><p>2) Hi </p><p>3) Hello There </p><p>4) Hey </p><p>CHARACTER DELIVERS RESULT: </p><p>Formal Response</p><p>COMPUTER RECOGNIZES: </p><p>H-E-L-L-O in </p><p>H-E-L-L-O-T-H-E-R-E</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 72</p><p>#sxsw #aistory</p><p>ALPHA TEST: HOW?</p><p>3. PRODUCTION / ALPHA TEST</p><p>USER SAYS: </p><p>Hello There </p><p>COMPUTER SEARCHES FOR MATCH: </p><p>1) Hello There </p><p>2) Hello </p><p>3) Hi </p><p>4) Hey</p><p>CHARACTER DELIVERS RESULT: </p><p>Informal Response</p><p>COMPUTER RECOGNIZES: </p><p>H-E-L-L-O-T-H-E-R-E in </p><p>H-E-L-L-O-T-H-E-R-E</p></li><li><p>Undesirable responses </p><p>Confused responses </p><p>Almost desirable responses</p><p>Most desirable responses</p><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 73</p><p>#sxsw #aistory3. PRODUCTION / ALPHA TEST</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 74</p><p>#sxsw #aistory</p><p>RESPONSES: VALUE JUDGMENTS</p><p>3. PRODUCTION / ALPHA TEST</p><p>sriracha</p><p>pizza</p><p>1000</p><p>1</p><p>cobra</p><p>chicken</p><p>you want</p><p>you tell</p><p>everything</p><p>highest</p><p>attack</p><p>baby</p><p>first born</p><p>nothing</p><p>anything</p><p>bring you</p><p>myself</p><p>punch</p><p>Higher in the List</p><p>Lower in the List</p><p>punch you</p><p>attack a whole army</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 75</p><p>#sxsw #aistory</p><p>RESPONSES: VALUE JUDGMENTS</p><p>3. PRODUCTION / ALPHA TEST</p><p>sriracha</p><p>pizza</p><p>1000</p><p>1</p><p>cobra</p><p>chicken</p><p>you want</p><p>you tell</p><p>everything</p><p>highest</p><p>attack</p><p>baby</p><p>first born</p><p>nothing</p><p>anything</p><p>bring you</p><p>myself</p><p>punch</p><p>Higher in the List</p><p>Lower in the List</p><p>Undesirable responses </p><p>Confused responses </p><p>Almost desirable responses</p><p>Most desirable responses</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 76</p><p>#sxsw #aistory</p><p>RESPONSES: VALUE JUDGMENTS</p><p>3. PRODUCTION / ALPHA TEST</p><p>sriracha</p><p>pizza</p><p>1000</p><p>1</p><p>cobra</p><p>chicken</p><p>you want</p><p>you tell</p><p>everything</p><p>highest</p><p>attack</p><p>baby</p><p>first born</p><p>nothing</p><p>anything</p><p>bring you</p><p>myself</p><p>punch</p><p>Higher in the List</p><p>Lower in the List</p><p>Undesirable responses </p><p>Confused responses </p><p>Almost desirable responses</p><p>Most desirable responses</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 77</p><p>#sxsw #aistory</p><p>RESPONSES: VALUE JUDGMENTS</p><p>3. PRODUCTION / ALPHA TEST</p><p>sriracha</p><p>pizza</p><p>1000</p><p>1</p><p>cobra</p><p>chicken</p><p>you want</p><p>you tell</p><p>everything</p><p>highest</p><p>attack</p><p>baby</p><p>first born</p><p>nothing</p><p>anything</p><p>bring you</p><p>myself</p><p>punch</p><p>Higher in the List</p><p>Lower in the List</p><p>Undesirable responses </p><p>Confused responses </p><p>Almost desirable responses</p><p>Most desirable responses</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 78</p><p>#sxsw #aistory</p><p>RESPONSES: VALUE JUDGMENTS</p><p>3. PRODUCTION / ALPHA TEST</p><p>sriracha</p><p>pizza</p><p>1000</p><p>1</p><p>cobra</p><p>chicken</p><p>you want</p><p>you tell</p><p>everything</p><p>highest</p><p>attack</p><p>baby</p><p>first born</p><p>nothing</p><p>anything</p><p>bring you</p><p>myself</p><p>punch</p><p>Higher in the List</p><p>Lower in the List</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 79</p><p>#sxsw #aistory</p><p>PRODUCTION VS LIVE</p><p>snake</p><p>writhing</p><p>nails</p><p>sleep</p><p>pit</p><p>bed of</p><p>tequila</p><p>babies</p><p>baby</p><p>tongue</p><p>necklace</p><p>human</p><p>in-law</p><p>law</p><p>mother</p><p>father</p><p>big kahuna</p><p>deliver</p><p>stamp</p><p>brad</p><p>pitt</p><p>tarantino</p><p>scalp</p><p>hitler</p><p>101</p><p>and one</p><p>burger</p><p>into</p><p>ears</p><p>wax</p><p>polish</p><p>shoe</p><p>tattoo</p><p>tramp</p><p>nazi</p><p>scout</p><p>3. PRODUCTION / ALPHA TEST</p><p>massage</p><p>sing</p><p>song</p><p>flower</p><p>card</p><p>letter</p><p>candy</p><p>date</p><p>pizza</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 80</p><p>#sxsw #aistory</p><p>POST-LAUNCH</p><p>3. PRODUCTION / ALPHA TEST / LIVE</p><p>User Response</p><p>Session Log 5366da60b13ce</p><p>I catch a grenade for you</p><p>Keyword Match</p><p>grenade</p><p>Server Phrase</p><p>Very good! Youve proven yourself...</p><p>User Response</p><p>Session Log 53656976da98a</p><p>Ill catch a grenade for you</p><p>Keyword Match</p><p>grenade</p><p>Server Phrase</p><p>Very good! Youve proven yourself...</p><p>User Response</p><p>Session Log 53609afdcf53</p><p>I catch a grenade for you</p><p>Keyword Match</p><p>you</p><p>Server Phrase</p><p>Very good! Youve proven yourself...</p></li><li><p>81TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory3. PRODUCTION / ALPHA TEST / LIVE</p></li><li><p>82TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory3. PRODUCTION / ALPHA TEST / LIVE</p></li><li><p>TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE 83</p><p>#sxsw #aistory3. PRODUCTION / ALPHA TEST / LIVE</p></li><li><p>84TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>#sxsw #aistory</p><p>PRODUCTION SUMMARY </p><p> Design for humans first, then build your system Constantly Identify New Patterns Dont walk away once you push live Your audience will surprise you surprise them back</p><p>3. PRODUCTION / SUMMARY</p></li><li><p>85TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>THE INTERNET IS A STAGE</p><p>CONCLUSION</p></li><li><p>86TECHNOLOGY, STORY, AND THE ART OF PERFORMANCE</p><p>THANK YOU!Mike MonelloElena Parker @elenakathryn</p><p