to bot or not to bot: using dramaturgy to connect research with development
TRANSCRIPT
To Bot or Not to Bot Using Dramaturgy to connect Research with Development
Mark McElhaw 2017Where did it all go wrong!?
• Frankenstein research • Feelings Vs Thoughts • Products (MVP) Vs Propositions (CVP) • Big Data vs Qual research
Underlying issues
Mark McElhaw 2017Current thinking
• Jobs to be done • Personas • Moments • Mindsets • Cognitive Biases
Mark McElhaw 2017
Clayton Christenson Milkshake
Jobs-to-be-done
Research
Mark McElhaw 2017
Off with their heads
Age, gender and names are being removed and written in the first person.
Research
Mark McElhaw 2017
Value Proposition Design
Research
Alex Osterwalder
Mark McElhaw 2017
Moment
Moments
Time
Daniel Kahneman Dan Siegal
Gautama Buddha Thomas Aquinus
Moments Vs Experience
Mark McElhaw 2017Moments
Big Data - Billions of possibilities
Mark McElhaw 2017Mindsets
Belief action model - Folk psychology
Theory of reasoned action - Social psychology
Mindsets
Mark McElhaw 2017Mindsets
Mindset
Goal settingProactive / Reactive Planning e.g. prepared / spontaneous
Fixed / Flexible Target e.g. specific / general
Attention
Thorough / Intuitive Effort level e.g. diligent / gut instinct
Time poor / Time rich Time frame e.g. rushed / no pressure
Focused / Distracted Attention level e.g. mindful / auto-pilot
Attitude
Form / Function Allegiance e.g. branded / non-branded
Lavish / Thrifty Spending style e.g. spend / save
Vice / Virtue Intention e.g. guilty pleasure / healthy treat
Mark McElhaw 2017Frramework
Decision making
Mark McElhaw 2017Framework
Using a theatrical allegory…
Mark McElhaw 2016
Theatre 101
Dramatic tension
Setting
Characters
ActionProps
Dramaturgy
Mark McElhaw 2017Dramaturgy
What is a dramaturg
‘An information designer’
A dramaturg: • will often help the author on the script acting as an editor • work with the director acting as the audience • conduct research into the what the key components from the era in which a play was
constructed • work with the troupe scene by scene
‘An editor to a writer’
Mark McElhaw 2017Framework
Moment of Opportunity
Profile
Touchpoints
Moment of opportunity
Proposition
ProfileSetting
Touchpoint
Deus Ex Machina
Mark McElhaw 2016
Deus Ex Machina
Dramatic tension
Setting
Character
ActionProps
Deus ex Machina
Framework
Mark McElhaw 2016
Dramatic theory
Dramatic tension
SettingCharacter
Action
Props
Deus ex Machina
Mark McElhaw 2017
Moment of Opportunity
Profile
Touchpoints
Moment of opportunity
Proposition
ProfileSetting
Touchpoint
Benefits
The proposed framework helps…
• Indexed Research • Feelings & Thoughts • Products (MVP) Vs Propositions (CVP) • Big Data & Qual Research
Mark McElhaw 2017Applications
So…. to bot or Not to Bot?
Mark McElhaw 2017Applications
Crystal
Mark McElhaw 2017Applications
Cogito
Mark McElhaw 2017Applications
MIT Autistic Spectrum
Thank you! @markmcelhaw