engage 2013 - trends in user experience
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What’s Your Story?Trends in UX process & design
Stu KingDirector of User Experience
PrologueWhy Story?
The Power of StorytellingWe all have the power of story
Why Story MattersBehold, the universal power of story
Story makes us human
1. We all tell them2. We all hear them3. We all know instinctively
when we have heard or seen a good one
“Human minds yield helplessly to the suction of story. No matter how hard we concentrate, no matter how deep we dig in our heels, we just can’t resist the gravity of alternate worlds.”
Jonathan GottschallThe Story Telling Animal
“…Americans spend nineteen hundred hours per year awash in the glow of television and movie screens. That’s five hours per day.”
Jonathan GottschallThe Story Telling Animal
Question 1: If you had to guess, how many hours per day do you spend consuming stories, including; TV, Movies, Music, Books and Games?
(a) 1 (b) 2 (c) 3 (d) 4 (e) 5 or more
Story StructureA formula thousands of years in the making
How does web design relate to story?
1. Character2. Setting3. Plot
= Audience & Persona= Presentation & Design Trends= User Flows or Journeys
Act 1Protagonist
CharacterGet to know the characters that will drive our story
Character or Persona1. Details – Name, age,
gender, technical proficiency, hobbies, etc.
2. Tasks – Top 53. Mental Model4. Optimism vs.
Cynicism 5. Discovery vs. Specific
Character PersonaBob Tabulator
Tasks1. Use online services2. Find data tables3. Search new products4. Meet other
accountants5. Send feedback
Mental Model1. Email: PC & Phone2. Smartphone3. iPad4. Google search5. Internet Explorer 9
Age: 35Gender: MaleLocation: NJ
Likes: Coffee, Sudoku, Scrabble, White Toast, Pop Music & Apple Martinis
Dislikes: Tea, Spicy Food, Mother-in-law, Long Haired Cats & Peanut M&Ms
Occupation: CPA
Bob Facts: Owns an Android phone, on the web 3-4 hours per day, collects antique pocket watches, drives a restored Gremlin
DiscoveryMeeting accountantsFind data tables
SpecificOnline toolsSearch ProductSend FeedbackSearch accounting topics
OptimismCynicismOptimism
1. Impatient when unable to find info2. Likely to call support numbers rather
than use online support materials3. Likes personal contact
Question 2: If you were to think about yourself and the character archetype that best describes you, what would it be? (a) The Jester “You only live once” (b) The Sage “Truth will set you free” (c) The Magician “I make things happen” (d) The Ruler “Power isn’t everything, it’s the only thing”
Act 2The Setting
SettingWhat’s the environment of our protagonist?
A Sense of Place1. Medium – App, web, other2. Device – PC, tablet, phone3. Window – Browser,
custom interface4. Design – Clean, vibrant,
contemporary, accessible
Question 3: When using a web site, what impact does visual design have on your experience?
(a) A big impact (b) Some impact (c) No impact
Building Our SetCurrent Trends
Setting: Responsive DesignLet’s talk about “Design”!
Why Responsive?1. Making sites available
on many devices and at many aspect ratios
2. The alternative to native applications
3. Design for mobile first4. Touch capable
interfaces
Setting: Responsive DesignFlexible interfaces & fluid content
Setting: Content StrategyFocus on your content & tell a great story!
Content First1. Search indexes care about
content2. Content strategy is a
critical investment3. Content tells the story and
includes text, images, interface
Setting: Mood & StyleSkeuomorphism is dead different!
Contemporary Design1. Flat interface elements2. Vibrant colors3. Type as art4. More white space5. Larger controls & images
Buzzwords: clean, modern, simple
Setting: Flat Design
Setting: Big ImagesGo BIG or…don’t.
Setting: Sticky NavigationNavigation always on
Act 3Plots & Subplots
The Perfect PlotEvery scene must turn the plot, if it doesn’t…cut it!
A Collection of Scenes1. We have a finite number of scenes in
which to tell our story2. Each scene must contribute to the telling2. The protagonist must emerge from the
scene different (hopefully better) than they went in
3. Well crafted scenes pull the audience through the story, making them crave more
Arch-Plot
Arch-Plot1. Linear Time Line2. Causality3. Active
Protagonist4. Consistent
Realities5. Closed Ending
Mini-Plot Anti-Plot
73%
20%
7%
AudienceArch-Plot Mini-Plot Anti-PlotThe Plot Triangle
Linear Time LineCoincidencePassive ProtagonistConsistent RealitiesOpen Ending
Nonlinear Time Line
Inconsistent Realities
Open Ending
Plot & Web Design
Plot types
1. Arch-plot2. Mini-plot3. Anti-plot
Question 4: Of the three plot types we have discussed, as a movie fan, which do you find most compelling?
(a) Arch-Plot (b) Mini-Plot (c) Anti-Plot
Epilogue
What we knowTelling your story on the web is about more than copy!
Compelling Story…1. Requires a deep
understanding of our characters
2. Requires a setting in which our characters may thrive
3. Requires a well crafted plot with a satisfying conclusion
Story as Design ProcessTurning the scene
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