your user is a hero: applying joseph campbell’s “monomyth” to user experience design
TRANSCRIPT
YOUR USER IS A HEROTHE MONOMYTH & USER EXPERIENCE DESIGN
MN WUD 2014MATT EDWARDS @ASTRONAUTPNGUIN
#HEROSJOURNEY
YOUR USER IS A HEROTHE MONOMYTH & USER EXPERIENCE DESIGN
MN WUD 2014@ASTRONAUTPNGUIN
• Analysis vs. Syntheis • What’s a “Hero’s Journey”? • Why should I care? • Using Critical Theory • What’s a “Story Circle”? • Case Studies • Q+A
MN WUD 2014@ASTRONAUTPNGUIN
THE HERO’S JOURNEYA CRITICAL FRAMEWORK FOR ANALYSIS
ANALYSIS
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Separation of a whole into its component parts.
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MN WUD 2014@ASTRONAUTPNGUIN
THE ORDINARY WORLD
(HERO)
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THE CALL TO ADVENTURE
(HERALD)
(TRICKSTER)
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REFUSAL OF THE CALL
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MEETING THE MENTOR
(MENTOR)
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(THRESHOLD GUARDIANS ERRY-WHERE)
CROSSING THE THRESHOLD
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TESTS, ALLIES, AND ENEMIES
(ALLY)
(SHAPESHIFTER)
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THE APPROACH(NOT A MOON)
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THE ORDEAL
(THE SHADOW)
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THE REWARD(THE TREASURE)
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(THRESHOLD GUARDIANS)
THE ROAD BACK
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(PORKINS)
THE RESURRECTION
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RETURN W/ THE ELIXIR
(FORCE = ELIXIR)
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SO WHAT?
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WHO IS YOUR USER TODAY?
WE DESIGN ECOSYSTEMSOUR “USERS” ARE PARTS OF THAT ECOSYSTEM
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WE DESIGN ECOSYSTEMSUSERS PLAY DIFFERENT ROLES AT DIFFERENT TIMES
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WE DESIGN ECOSYSTEMSUSERS OFTEN NEED TO COOPERATE IN THOSE SYSTEMS
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CRITICISMSDETAILS ARE EVERYTHING
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ETHNOCENTRISM
z
HETERONORMATIVITY
zMN WUD 2014@ASTRONAUTPNGUIN
SO WHAT?
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THIS HAPPENS A LOT.EVEN WHEN WE RESEARCH.
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THE REWARD?“HI, I’M AN OBJECT IN THIS STORY.”
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ENGAGEMENT DEMANDS INCLUSIVENESS
YOUR VALUES IMPACT YOUR DESIGNSWHETHER YOU ACKNOWLEDGE IT OR NOT.
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SO, WHAT DO WE DO?WE LEVERAGE CRITICAL THEORY.
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THIS MAN IS AN AMERICAN TREASURE
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THE “HERO’S JOURNEY” IS A CRITICAL LENS.
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ARCHETYPAL
FEMINIST
MARXIST
NEW CRITICISM
PSYCHOANALYTIC READER-RESPONSE
DECONSTRUCTION
HISTORICAL
STRUCTURALISM
CRITICAL LENSES PROVIDE NEW PERSPECTIVES BUT NO LENS IS ALL-ENCOMPASSING.
CRITICISMS ARE NOT DEALBREAKERSIDENTIFY SHORTCOMINGS AND ADJUST
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HARMON’S “STORY CIRCLE”A GENERATIVE FRAMEWORK FOR SYNTHESIS
ANALYSIS
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Separation of a whole into its component parts.
SYNTHESIS
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The combination of parts so as to form a whole.
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(#SIXSEASONSANDAMOVIE)
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#SIXSEASONSANDAMOVIE
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1
3
5
7
2
46
8
THE STORY CIRCLE
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1
3
5
7
2
46
8
1. A CHARACTER IS IN A ZONE OF
COMFORT
2. BUT THEY WANT SOMETHING
3. THEY ENTER AN UNFAMILIAR
SITUATION
4. ADAPT TO IT
5. GET WHAT THEY WANTED
6. PAY A HEAVY PRICE FOR IT
7. THEN RETURN TO THEIR FAMILIAR
SITUATION
8. HAVING CHANGED
THE STORY CIRCLE
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A CHARACTER IS IN A ZONE OF COMFORT
BUT THEY WANT SOMETHING
THEY ENTER AN UNFAMILIAR SITUATION
ADAPT TO IT
GET WHAT THEY WANTED
PAY A HEAVY PRICE FOR IT
THEN RETURN TO THEIR FAMILIAR SITUATION
HAVING CHANGED
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WHEN YOU
HAVE A NEED
YOU GO SOMEWHERE
SEARCH FOR IT
FIND IT
TAKE IT
THEN RETURN
HAVING CHANGED
MN WUD 2014@ASTRONAUTPNGUIN
WHEN YOU
HAVE A NEED
YOU GO SOMEWHERE
SEARCH FOR IT
FIND IT
TAKE IT
THEN RETURN
HAVING CHANGED
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YOU NEED,
GO SEARCH,
FIND, TAKE,
RETURN CHANGED.
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YOU NEED,
GO SEARCH,FIND, TAKE,
RETURN CHANGED
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DESIGNING WITH NARRATIVEDATA ANALYSIS AND SYNTHESIS
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Q: WHEN IS THIS USEFUL?A: YES
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WORKSHOPS
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RESEARCH PLANNING
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DATA SYNTHESIS
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EXPERIENCE STRATEGY
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FEATURE DEVELOPMENT
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SOCIAL MEDIA STRATEGY
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COMMUNITY-CENTERED DESIGN
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REFLECTING
CONSIDER DUALITIES
ACTING
CONCRETE ABSTRACT
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CONSIDER DUALITIES
REFLECTING REFLECTING
ACTING ACTING
ABSTRACT
ABSTRACTCONCRETE
CONCRETE
YOUR USER IS A HEROTHE MONOMYTH & USER EXPERIENCE DESIGN
MN WUD 2014@ASTRONAUTPNGUIN
1. JOSEPH CAMPBELL’S “MONOMYTH”
• STRUCTURE
• CRITICISMS
2. DAN HARMON’S “STORY CIRCLE”
• STRUCTURE
• THEMATIC DUALITIES
3. DESIGNING WITH NARRATIVE
• USE CASES
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I HAVE A QUESTION
I DECIDE TO ASK
I ASK THE QUESTION
EVERYONE BENEFITS
ADDITIONAL RESOURCESINFORMATION
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1. JOSEPH CAMPBELL - “THE HERO WITH A THOUSAND FACES” - LINK
2. CHRISTOPHER VOGLER - “THE
WRITER’S JOURNEY” - LINK 3. DAN HARMON, CHANNEL 101 -
“STORY STRUCTURE” TUTORIALS - LINK
CONTACTEMAIL: [email protected]
TWITTER: @ASTRONAUTPNGUIN