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What’s your story?
         Designing a holistic
        customer experience

          Joyce Hostyn
          Director Customer Experience, Open Text

          twitter: @joyce_hostyn
          blog: www.joycehostyn.com
the problem with content
and those of us who work with content
squidgy
messy
boring
bloated
     fdecomite, Flickr
afterthought
me   me me me me me
Hostyn’s Hoist
Edmonton 1908
Recently I picked up numerous travel guides in the United
Kingdom and Germany about Alberta and Canada's West; I was
shocked by the continual down play of the Edmonton
regions… What is Edmonton doing to portray itself as a
holiday destination or destination of business? Being originally
from Metro Edmonton, I am proud of the city. However when I
come back (I am based in Colorado) I see the lacking spirit
or since or direction. What is Edmonton about? Are we a city
of the next generation?

Edmonton ...

who are you?
To many of us you are still the mysterious post in the West
that seems to grow without tremendous direction or drive. Oil
has provided a target, but
what are your ambitions?
- Brentk
What's the most boring place on Earth?                                                   BBC news
A British correspondent at the World Athletics Championships in Edmonton has found himself in the news after
describing the host city as a




Deadmonton
What's your story? Designing a holistic customer experience
…the Edmonton experience                                                               IS what people look for
and value in a place to live or visit. Our city is ranked high in terms of the key attributes people look for
when considering the ideal place to live or visit. Moreover, awareness of Edmonton is low in national markets,
but the experience of Edmonton is highly valued by the people who live here. In short,

we have an awareness problem.
What's your story? Designing a holistic customer experience
What's your story? Designing a holistic customer experience
The Edmonton Message Map is a compilation of the highlights of the


Edmonton story
What's your story? Designing a holistic customer experience
What's your story? Designing a holistic customer experience
content is only a tool   for conversation
…traditional circus   had no shortage of content




                                               greeblie Flickr
Tim Farris Flickr
Tim Farris Flickr


…but lacked conversation
…then along came




                   Cirque du Soleil
Cirque du Soleil
Animals didn’t make for compelling content. Animal Kingdom. CEO Michael Eisner questioned the idea that
looking at animals would get people excited. "they're just animals," he wondered aloud. "so what?" "I thought
you might say that, " Joe Rohde said, smiling. Rohde got up from his chair and walked over to the door of
Eisner's office. He opened it to reveal a 400 pound Bengal tiger. "I see your point.” – Wired to Care
Journey off the beaten path an
create networking events that foc
exotic surroundings and adventurous ende
at Disney's Animal Kingdom® Park. From
backdrops, colorful costumes and unique
architectural accents to lush surroundings
majestic animals both real and imagined,
adds up to a

 unique experien
that will add fascination and excitement t
event while enchanting your guests. Follow
are just a few of the wild event possibilit
that await your group:

•Happily Everest After
•Kilimanjaro Safaris® area
•Festival of the Lion King Gala




                          www.disney.com
What's your story? Designing a holistic customer experience
A product or service is merely a means to an
             end. The deeper value lies in the

                                  story
                                 - Arne van Oosterom
holism
(from ὅλος holos, a Greek word meaning all,
entire, total) is the idea that all the properties of
a given system (physical, biological, chemical, social,
economic, mental, linguistic, etc.) cannot be
determined or explained by its component parts
alone. Instead, the

system as a whole
determines in an
important way how the
parts behave.

                                                          Michael Hodge, flickr
emmett.hume, flickr
What's your story? Designing a holistic customer experience
…the             structure
                     is the
message not the content
– Clotaire Rapaille
…the   experience       is the
message not the content
first ask   what experience?
experiences   are all about   people


                                   vali… almost black, flickr
experiences   are   emotional
experiences
                   interactions
                       touchpoints
                         processes

misery    inside out     systems
moments
experiences
                       interactions
                        touchpoints
                          processes

magic     outside in      systems
moments
experiences
  interactions



   magic
an experience is   a memorable event
an experience is   a magic moment
Magic only happens in a

spectator’s                        mind.
Everything else is a distraction… Methods for
their own sake are a distraction. You cannot
cross over into the world of magic until you
put everything else aside and behind you –
including your own desires and needs – and
focus on bringing an

experience to the audience.
This is         magic.
Nothing else.
–   Jamy Ian Swiss



                                                sprott.physics.wisc.edu/pickover/zenad.html
We cannot create experiences directly.
All we can do is create artifacts…
that are likely to create certain kinds
of experience when a

player interacts
with them…
and cross our fingers that the


experience                       that
takes place during that interaction is
something they will enjoy.
– Jesse Schell



                                          Valeriana Solaris’, flickr
interface
...that strange new zone
between medium and
message. That zone is
what we call the interface.
-Steven Johnson




line of   interaction     magic
                          moments




                                    Design for Service, www.designforservice.com
content inventory
       content audit
     metadata strategy
            SEO
  information architecture
interactions/system response
         processes
   content management
        style guide
        governance
         templates
It's like a marionette
theater, you want to
look at the puppets.You
don't want to look at the
strings.

My kids ask me, 'What'd
you do today, Dad?' I
designed a toilet!

Lighting, props, sets and
costumes all contribute to
the look of a movie — the

planned
visual
narrative              .
– J. Michael Riva

                             Jon’s pics, flickr
interface
line of interaction




                      magic
                      moments




are you listening for the backstory?
misery
         moment




                  misery
                  moment


misery
moment
                           misery
                           moment
misery moments   are unthought
magic
moment
magic moments   have structure
What's your story? Designing a holistic customer experience
beginning   middle                                                        end




              http://www.undertheinfluenceofdesign.com/2009/06/19/the-art-of-storytelling/
think of the
memories you
want to evoke, then
design for those
memories

NOT what messages
to communicate or
what media should
carry them
great experiences   have memorable
                         events
The Art of Game Design: A Deck of Lenses, Jesse Schell
All the world's a stage
And all the men and women merely players;
They have their exits and their entrances;
And one man in his time plays many parts,
His acts being seven ages. At first the infant,
Mewling and puking in the nurse's arms;
And then the whining school-boy, with his satchel
And shining morning face, creeping like snail
Unwillingly to school. And then the lover,
Sighing like furnace, with a woeful ballad
Made to his mistress' eyebrow. Then a soldier,
Full of strange oaths, and bearded like the pard,
Jealous in honour, sudden and quick in quarrel,
Seeking the bubble reputation
Even in the cannon's mouth. And then the justice,
In fair round belly with good capon lin'd,
With eyes severe and beard of formal cut,
Full of wise saws and modern instances;
And so he plays his part. The sixth age shifts
Into the lean and slipper'd pantaloon,
With spectacles on nose and pouch on side;
His youthful hose, well sav'd, a world too wide
For his shrunk shank; and his big manly voice,
Turning again toward childish treble, pipes
And whistles in his sound. Last scene of all,
That ends this strange eventful history,
Is second childishness and mere oblivion;
Sans teeth, sans eyes, sans taste, sans everything. - Shakespeare
people buy

stories,
not stuff, and it’s stories
that   spread,
not stuff

– Seth Godin
good design   tells a story
good content strategy   tells a story
by providing structure from which. the story
can   emerge




                                     http://www.molecularstation.com/molecular-biology-images/data/502/dna.jpg
Valeriana Solaris’, flickr
need to design for
emergence because the
experience is
fragmenting
– it doesn’t just happen
using a product or
website                    http://nform.ca/blog/2010/02/experience-maps-cross-channel-experiences-deliverable-for-gamers
content becomes   invisible
the experience is designed for every stage of the customer
lifecycle, from initial roll-out to ongoing support
The Experience Cycle, Hugh Dubberly and Shelley Evenson
The Journey Mapping Guidance Cabinet Office, Gerald Power
The Journey Mapping Guidance Cabinet Office, Gerald Power
The Journey Mapping Guidance Cabinet Office, Gerald Power
What's your story? Designing a holistic customer experience
What's your story? Designing a holistic customer experience
journey


 magic
                          theme                            listening
moment

                                                          designed
                       blueprint
                                                         experience
         Customer Experience Grid, Brandon Schauer http://www.brandonschauer.com/blog/?p=175
Dev resolution &
Discover &                                    User acceptance   Production
             Plan & prep     integration                                     Go live   Soak   Advocate
  decide                                         validation     deployment
                               testing
key journey step    a step along the journey

                      place where you interact with or touch the main character - website, phone, product interface, help,
       touchpoint
                      face-to-face, newsletter, demo, social media, advertisement, event, magazine, reception, parking lot…

       experience     positive
        (thoughts,
          feelings,
          actions)


                      neutral




                      negative

 moment of truth      what’s the importance of this touchpoint?


    opportunities     ideas for being proactive, great recovery, to combine or eliminate – possible to find a purple cow for
                      wow or breakthrough experience?

            levers    how to move them along to the next step (actions, emotions, touchpoints, other factors)


          metrics     time, volume, action, satisfaction…


emotions to evoke     how do you want customers to feel?
Training




webinar series              Champion Toolkit   Yahoo
                            Release Notes      CS
                            Admin Manual       KC
                            Install Guide


                                               Dev resolution      User
                                                                              Production
   Learn         Evaluate       Plan           & integration    acceptance                   Go live     Soak   Advocate
                                                                              deployment
                                                  testing        validation




                                                                                           online help
                                                                                           user guide
Decision makers




       Peter ECM Champion

what’s new?             why upgrade?     req’s (arch)
benefits                req’s            case studies
                                         concept diagrams
                                         adoption best
                                         practices



       Adam Administrator

what’s new?             why upgrade?     req’s               forum                                              post upgrade             upgrade case
benefits                benefits         checklist           troubleshooting                                    checklist                study
                        req’s            case studies        test use cases
                                         concept diagrams
                                         planning guide

                                                             Dev resolution        User
                                                                                                   Production
  Learn                 Evaluate             Plan            & integration      acceptance                        Go live         Soak    Advocate
                                                                                                   deployment
                                                                testing          validation



       Dario Trainer

what’s new?                              best practices                        eLearning
benefits                                 checklists                            quick references
                                         what’s new videos                     how to videos
                                                                               knowledge
                                                                               champion training
        Doris Knowledge Worker

                                                                               what’s new?                      eLearning
                                                                               benefits                         quick reference
                                                                                                                how to (videos)
<physical evidence>




 <customer action>

line of interaction
 <onstage actions>




line of visibility
 <backstage actions>




line of internal interaction
 <supporting processes & procedures>
What's your story? Designing a holistic customer experience
visualizing experiences   bridges silos
The Art of Game Design: A Deck of Lenses, Jesse Schell
Triggering the hive mind
everyone is
The idea that

a marketer is still hard for
a surprisingly large number of
organizations…
But it’s so clearly true, I don’t even
have to outline here how
the product is the marketing,
how the service is the marketing,
how every human being
who touches something is
doing marketing.

– Seth Godin
good stories   have a theme
A true   theme is not a
word but a sentence---one clear,
coherent sentence that expresses
astory’s irreducible
meaning.
– Robert McKee, STORY
Creation of a powerful   theme               statement is
critical, for it will be the central mechanism for focusing
discussion and inspiring participation. The theme
statement, however, cannot be a lengthy, dry, recitation
                  must have the
of goals and objectives. It
capacity to inspire participation                   by
being specific enough to indicate the direction, while
possessing sufficient openness to allow for the
imagination of the group to take over.

One way of thinking about the theme statement is as

  opening paragraph of a
the

truly exciting story
The reader should have enough detail to know where
the tale is headed and what some of the possible
adventures are likely to be.
sparks
                                 imagination
                                                              puts
       focuses
                                                           experience
      dialogue
                                                         front & center




 shapes
                    a theme                                       unifies
decisions



                   inspires                    structures for
                 participation                   emergence
What's your story? Designing a holistic customer experience
content
strategy needs
heart


                 porcherie, flickr
emotion is the energy   required to learn
                            clotaire rapaille, the culture code
when we make a
decision, we choose
betweenmemories
of the experience
of the story

– Daniel Kahneman
The content is the heart       of
the website. I can’t build you a
body until you give me a heart…

If we want to get back on track
– to allow writers to
write wonderful
user experiences – we
have to change our expectations
and our rules…

Content… establishes
emotional         connections
between people. The writing has
heart and spirit; it has something
to say and the wherewithal to
stand up and say it.

– Amber Simmons


                                     qthomasbower, flickr
Theme, when manifest
in a
product [content], can
induce…
   pleasure
   emotion
   meaning




- Cindy Chastain
As experiences now span multiple
media, channels & formats, we need to
look to

narrative and
emotional
elements to sustain

interaction
in a world of complex technology
where websites, software, and interactive
multimedia have become    part of
the same beast.
– Cindy Chastain



                                            digitalART2, flickr
tangible              intangible

           function            beauty

      performance             emotion

      ease of use             meaning

strategy              experience theme (story)

                                        Cindy Chastain, Experience Themes
coordinated in service of a story


                       words/lines
                          actors
                      locations/sets
                  image/cinematography
                       lighting
                      music/sound
                        editing




                                         Cindy Chastain, Experience Themes
not coordinated
    creative                 visual design
                               copy/text             marketing
   business               information/content
                               navigation
                                                      information
                      layout/content presentation     architecture/
                      interactions/system response    interaction design
                               processes
   outside resource           animations
                             music/sound
                                                     engineering
                            error messages
   product VP’s
                                  help
   assistant


                                                     Cindy Chastain, Experience Themes
story frame

                     visual design
                       copy/text
                  information/content
                       navigation
              layout/content presentation
              interactions/system response
                       processes
                      animations
                      music/sound
                    error messages
                          help




                                             Cindy Chastain, Experience Themes
Cindy Chastain, Experience Themes
better user experience with storytelling, Francisco Inchauste, Smashing Magazine
This means that in order to develop a B2B content strateg
        [content strategist]
the marketer                               also becomes
coach and counselor
– Valeria Moltoni
a theme   triggers emotion
a theme   bridges silos
The Art of Game Design: A Deck of Lenses, Jesse Schell
to deliver a holistic
customer

experience,
we need to embrace the

dark side
design for emotion
        jim thompson awakening galactic culture
stage experiences
           http://www.cirquedusoleil.com/
using story
to create a platform
for magic
Ask
“what
experiences
should I be
staging?”
What's your story? Designing a holistic customer experience

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What's your story? Designing a holistic customer experience

  • 1. What’s your story? Designing a holistic customer experience Joyce Hostyn Director Customer Experience, Open Text twitter: @joyce_hostyn blog: www.joycehostyn.com
  • 2. the problem with content and those of us who work with content
  • 6. bloated fdecomite, Flickr
  • 8. me me me me me me
  • 10. Recently I picked up numerous travel guides in the United Kingdom and Germany about Alberta and Canada's West; I was shocked by the continual down play of the Edmonton regions… What is Edmonton doing to portray itself as a holiday destination or destination of business? Being originally from Metro Edmonton, I am proud of the city. However when I come back (I am based in Colorado) I see the lacking spirit or since or direction. What is Edmonton about? Are we a city of the next generation? Edmonton ... who are you? To many of us you are still the mysterious post in the West that seems to grow without tremendous direction or drive. Oil has provided a target, but what are your ambitions? - Brentk
  • 11. What's the most boring place on Earth? BBC news A British correspondent at the World Athletics Championships in Edmonton has found himself in the news after describing the host city as a Deadmonton
  • 13. …the Edmonton experience IS what people look for and value in a place to live or visit. Our city is ranked high in terms of the key attributes people look for when considering the ideal place to live or visit. Moreover, awareness of Edmonton is low in national markets, but the experience of Edmonton is highly valued by the people who live here. In short, we have an awareness problem.
  • 16. The Edmonton Message Map is a compilation of the highlights of the Edmonton story
  • 19. content is only a tool for conversation
  • 20. …traditional circus had no shortage of content greeblie Flickr
  • 22. Tim Farris Flickr …but lacked conversation
  • 23. …then along came Cirque du Soleil
  • 25. Animals didn’t make for compelling content. Animal Kingdom. CEO Michael Eisner questioned the idea that looking at animals would get people excited. "they're just animals," he wondered aloud. "so what?" "I thought you might say that, " Joe Rohde said, smiling. Rohde got up from his chair and walked over to the door of Eisner's office. He opened it to reveal a 400 pound Bengal tiger. "I see your point.” – Wired to Care
  • 26. Journey off the beaten path an create networking events that foc exotic surroundings and adventurous ende at Disney's Animal Kingdom® Park. From backdrops, colorful costumes and unique architectural accents to lush surroundings majestic animals both real and imagined, adds up to a unique experien that will add fascination and excitement t event while enchanting your guests. Follow are just a few of the wild event possibilit that await your group: •Happily Everest After •Kilimanjaro Safaris® area •Festival of the Lion King Gala www.disney.com
  • 28. A product or service is merely a means to an end. The deeper value lies in the story - Arne van Oosterom
  • 29. holism (from ὅλος holos, a Greek word meaning all, entire, total) is the idea that all the properties of a given system (physical, biological, chemical, social, economic, mental, linguistic, etc.) cannot be determined or explained by its component parts alone. Instead, the system as a whole determines in an important way how the parts behave. Michael Hodge, flickr
  • 32. …the structure is the message not the content – Clotaire Rapaille
  • 33. …the experience is the message not the content
  • 34. first ask what experience?
  • 35. experiences are all about people vali… almost black, flickr
  • 36. experiences are emotional
  • 37. experiences interactions touchpoints processes misery inside out systems moments
  • 38. experiences interactions touchpoints processes magic outside in systems moments
  • 40. an experience is a memorable event
  • 41. an experience is a magic moment
  • 42. Magic only happens in a spectator’s mind. Everything else is a distraction… Methods for their own sake are a distraction. You cannot cross over into the world of magic until you put everything else aside and behind you – including your own desires and needs – and focus on bringing an experience to the audience. This is magic. Nothing else. – Jamy Ian Swiss sprott.physics.wisc.edu/pickover/zenad.html
  • 43. We cannot create experiences directly. All we can do is create artifacts… that are likely to create certain kinds of experience when a player interacts with them… and cross our fingers that the experience that takes place during that interaction is something they will enjoy. – Jesse Schell Valeriana Solaris’, flickr
  • 44. interface ...that strange new zone between medium and message. That zone is what we call the interface. -Steven Johnson line of interaction magic moments Design for Service, www.designforservice.com
  • 45. content inventory content audit metadata strategy SEO information architecture interactions/system response processes content management style guide governance templates
  • 46. It's like a marionette theater, you want to look at the puppets.You don't want to look at the strings. My kids ask me, 'What'd you do today, Dad?' I designed a toilet! Lighting, props, sets and costumes all contribute to the look of a movie — the planned visual narrative . – J. Michael Riva Jon’s pics, flickr
  • 47. interface line of interaction magic moments are you listening for the backstory?
  • 48. misery moment misery moment misery moment misery moment
  • 49. misery moments are unthought
  • 51. magic moments have structure
  • 53. beginning middle end http://www.undertheinfluenceofdesign.com/2009/06/19/the-art-of-storytelling/
  • 54. think of the memories you want to evoke, then design for those memories NOT what messages to communicate or what media should carry them
  • 55. great experiences have memorable events
  • 56. The Art of Game Design: A Deck of Lenses, Jesse Schell
  • 57. All the world's a stage And all the men and women merely players; They have their exits and their entrances; And one man in his time plays many parts, His acts being seven ages. At first the infant, Mewling and puking in the nurse's arms; And then the whining school-boy, with his satchel And shining morning face, creeping like snail Unwillingly to school. And then the lover, Sighing like furnace, with a woeful ballad Made to his mistress' eyebrow. Then a soldier, Full of strange oaths, and bearded like the pard, Jealous in honour, sudden and quick in quarrel, Seeking the bubble reputation Even in the cannon's mouth. And then the justice, In fair round belly with good capon lin'd, With eyes severe and beard of formal cut, Full of wise saws and modern instances; And so he plays his part. The sixth age shifts Into the lean and slipper'd pantaloon, With spectacles on nose and pouch on side; His youthful hose, well sav'd, a world too wide For his shrunk shank; and his big manly voice, Turning again toward childish treble, pipes And whistles in his sound. Last scene of all, That ends this strange eventful history, Is second childishness and mere oblivion; Sans teeth, sans eyes, sans taste, sans everything. - Shakespeare
  • 58. people buy stories, not stuff, and it’s stories that spread, not stuff – Seth Godin
  • 59. good design tells a story
  • 60. good content strategy tells a story
  • 61. by providing structure from which. the story can emerge http://www.molecularstation.com/molecular-biology-images/data/502/dna.jpg
  • 63. need to design for emergence because the experience is fragmenting – it doesn’t just happen using a product or website http://nform.ca/blog/2010/02/experience-maps-cross-channel-experiences-deliverable-for-gamers
  • 64. content becomes invisible
  • 65. the experience is designed for every stage of the customer lifecycle, from initial roll-out to ongoing support
  • 66. The Experience Cycle, Hugh Dubberly and Shelley Evenson
  • 67. The Journey Mapping Guidance Cabinet Office, Gerald Power
  • 68. The Journey Mapping Guidance Cabinet Office, Gerald Power
  • 69. The Journey Mapping Guidance Cabinet Office, Gerald Power
  • 72. journey magic theme listening moment designed blueprint experience Customer Experience Grid, Brandon Schauer http://www.brandonschauer.com/blog/?p=175
  • 73. Dev resolution & Discover & User acceptance Production Plan & prep integration Go live Soak Advocate decide validation deployment testing
  • 74. key journey step a step along the journey place where you interact with or touch the main character - website, phone, product interface, help, touchpoint face-to-face, newsletter, demo, social media, advertisement, event, magazine, reception, parking lot… experience positive (thoughts, feelings, actions) neutral negative moment of truth what’s the importance of this touchpoint? opportunities ideas for being proactive, great recovery, to combine or eliminate – possible to find a purple cow for wow or breakthrough experience? levers how to move them along to the next step (actions, emotions, touchpoints, other factors) metrics time, volume, action, satisfaction… emotions to evoke how do you want customers to feel?
  • 75. Training webinar series Champion Toolkit Yahoo Release Notes CS Admin Manual KC Install Guide Dev resolution User Production Learn Evaluate Plan & integration acceptance Go live Soak Advocate deployment testing validation online help user guide
  • 76. Decision makers Peter ECM Champion what’s new? why upgrade? req’s (arch) benefits req’s case studies concept diagrams adoption best practices Adam Administrator what’s new? why upgrade? req’s forum post upgrade upgrade case benefits benefits checklist troubleshooting checklist study req’s case studies test use cases concept diagrams planning guide Dev resolution User Production Learn Evaluate Plan & integration acceptance Go live Soak Advocate deployment testing validation Dario Trainer what’s new? best practices eLearning benefits checklists quick references what’s new videos how to videos knowledge champion training Doris Knowledge Worker what’s new? eLearning benefits quick reference how to (videos)
  • 77. <physical evidence> <customer action> line of interaction <onstage actions> line of visibility <backstage actions> line of internal interaction <supporting processes & procedures>
  • 79. visualizing experiences bridges silos
  • 80. The Art of Game Design: A Deck of Lenses, Jesse Schell
  • 82. everyone is The idea that a marketer is still hard for a surprisingly large number of organizations… But it’s so clearly true, I don’t even have to outline here how the product is the marketing, how the service is the marketing, how every human being who touches something is doing marketing. – Seth Godin
  • 83. good stories have a theme
  • 84. A true theme is not a word but a sentence---one clear, coherent sentence that expresses astory’s irreducible meaning. – Robert McKee, STORY
  • 85. Creation of a powerful theme statement is critical, for it will be the central mechanism for focusing discussion and inspiring participation. The theme statement, however, cannot be a lengthy, dry, recitation must have the of goals and objectives. It capacity to inspire participation by being specific enough to indicate the direction, while possessing sufficient openness to allow for the imagination of the group to take over. One way of thinking about the theme statement is as opening paragraph of a the truly exciting story The reader should have enough detail to know where the tale is headed and what some of the possible adventures are likely to be.
  • 86. sparks imagination puts focuses experience dialogue front & center shapes a theme unifies decisions inspires structures for participation emergence
  • 88. content strategy needs heart porcherie, flickr
  • 89. emotion is the energy required to learn clotaire rapaille, the culture code
  • 90. when we make a decision, we choose betweenmemories of the experience of the story – Daniel Kahneman
  • 91. The content is the heart of the website. I can’t build you a body until you give me a heart… If we want to get back on track – to allow writers to write wonderful user experiences – we have to change our expectations and our rules… Content… establishes emotional connections between people. The writing has heart and spirit; it has something to say and the wherewithal to stand up and say it. – Amber Simmons qthomasbower, flickr
  • 92. Theme, when manifest in a product [content], can induce… pleasure emotion meaning - Cindy Chastain
  • 93. As experiences now span multiple media, channels & formats, we need to look to narrative and emotional elements to sustain interaction in a world of complex technology where websites, software, and interactive multimedia have become part of the same beast. – Cindy Chastain digitalART2, flickr
  • 94. tangible intangible function beauty performance emotion ease of use meaning strategy experience theme (story) Cindy Chastain, Experience Themes
  • 95. coordinated in service of a story words/lines actors locations/sets image/cinematography lighting music/sound editing Cindy Chastain, Experience Themes
  • 96. not coordinated creative visual design copy/text marketing business information/content navigation information layout/content presentation architecture/ interactions/system response interaction design processes outside resource animations music/sound engineering error messages product VP’s help assistant Cindy Chastain, Experience Themes
  • 97. story frame visual design copy/text information/content navigation layout/content presentation interactions/system response processes animations music/sound error messages help Cindy Chastain, Experience Themes
  • 99. better user experience with storytelling, Francisco Inchauste, Smashing Magazine
  • 100. This means that in order to develop a B2B content strateg [content strategist] the marketer also becomes coach and counselor – Valeria Moltoni
  • 101. a theme triggers emotion
  • 102. a theme bridges silos
  • 103. The Art of Game Design: A Deck of Lenses, Jesse Schell
  • 104. to deliver a holistic customer experience, we need to embrace the dark side
  • 105. design for emotion jim thompson awakening galactic culture
  • 106. stage experiences http://www.cirquedusoleil.com/
  • 108. to create a platform