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Designing shows + experiencesHow-to toolkit* for designing with emotion
Kara DeFrias | 215.262.1111 | @CaliforniaKara
*The toolkit is only 7 pages, so chill. The other 18 are a bloated appendix full of awesome.
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Designing an in-person show or event starts from the
moment someone reads an email or sees a post in
social media to when they walk out the doors at the
end of the day.
Making conscious, intentional choices each step of
the way ensures you deliver awesome across the
board. Whether you’re starting from scratch with a
brand new show, or re-imagining an all-hands or town
hall meeting, this toolkit covers key elements to help
you build out a holistic end-to-end (E2E) experience,
rooted in emotion.
#HugItOutYall
QuickBooks Connect 2014
Getting from show to showstopper
33
Emotion trianglebecause we always
have triangles
SpeakersStaff
Attendees
Step 1 | Identify your key audiences
Creating a solid E2E is more than just solving for the
people sitting in chairs watching your show. By also
declaring how you want the speakers and the staff to
feel, everyone feels taken care of.
Take a moment to fill out:
# of attendees: _____________________
# of speakers: _____________________
# of staff/crew: _____________________
44
Attendees Speakers Staff
1. ex: valued
2.
3.
4.
5.
1. ex: taken care of
2.
3.
4.
5.
1. ex: appreciated
2.
3.
4.
5.
Next, think about the touch points for your event as you’re filling out this page. Use words that carry weighty emotion and power. 3-5 should do fine. Starter list of emotions in the appendix.
Step 2 | How do you want folks to feel?
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Just like a play has beats so each actor knows the rhythm
of a scene, build out an attendee journey line* that lays
out key moments of your show. This is based on: 1) your
agenda and 2) the emotions you identified in Step 2.
To the right is the journey line created for the D4D
workshop during QuickBooks Connect 2014. We knew
that after spending a full day listening to speakers then
going to a concert, folks would need a pick me up.
We pivoted on a traditional journey line and made it
aspirational, drawing the main journey around how we
wanted them to feel primarily, then what we think they’ll
feel in each moment. Doing it this way gave us a more
holistic view, we believe, overall.
Step 3 | Create a journey line
*Bonus points for creating journey lines for speakers and staff, but #LetsBeHonest, you’ve got time to do just one, and the attendee one will do. Blank journey line in the appendix.
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The environment you create will be directly
influenced by how you want folks to feel and the
space you’re in. Some key questions to ponder:
1. What’s the venue like? Cavernous and hard to
fill, or intimate? Are there spaces you can use
to fulfill on the emotions you want to evoke?
2. What are some opportunities to delight in
unexpected ways? Instead of having a coffee
stand, could you have a barista?
3. What music will be playing as folks enter and
leave? Upbeat tunes are great to build
momentum, but if you’re show brand is
solemn, adjust accordingly.
Step 4 | Think beyond the people
The Park at QBCon 2014.
Picnic lunch at TEDxIntuit 2012.
77
The easiest way to get your whole team on the same
page is by creating a design persona for your event. Do
this early on to keep the sponsor (who’s most likely the
highest person telling your story widely), organizers,
communications, production, marketing, and social teams
delivering a consistent experience.
Popularized by Aarron Walter’s UX team at MailChimp, a
persona includes an overview, brand traits, personality
map, voice, visual lexicon, and engagement methods.
There’s a sample persona included in the appendix to
show you what that looks like.
Step 5* | Create a design persona
The QBCon persona.
*This step is for overachievers. I hear ya, you don’t have time to build it. But I’m telling you, even if it’s just
a short one, do it. And if nothing else, at least take a whack at the Brand Traits section. #SuckItUp
Tools and samplesaka, the Appendix
Attendee journey line
QuickBooks Connect design persona
Persona: Overview
Cora Hansen is the behind-the-scenes face of QuickBooks Connect (QBCon), and the embodiment of the show personality. Cora’s smart, friendly demeanor communicates trust, and her approachable nature lets people know this show is centered around them and their needs.
Cora empowers small business owners, accountants, developers, and entrepreneurs to unleash success on their own terms with an innovative, open tone that deftly balances an air of practicality without coming off as academic. Her helpful style takes away any artificial barriers between “us and them” to create connections for attendees. Cora likes to create unexpected delighters in a surprising, yet familiar, way so folks feel at ease—designing something they may not have expected.
She knows the devil’s in the details, and as a result overmanages the level of detail to create a holistic end-to-end experience for everyone. She devises ways to celebrate our attendees individually and collectively, letting them know they’re not a lone wolf but part of something bigger. Cora shows attendees she “gets them” by providing content that goes beyond theory to things they can actually put into practice right away.
In the end, she wants folks to think, “It’s not what I am…but what I could be” because she believes in them and is here to support them in their journey to grow and succeed.
Brand traits
Personality map
The voice of QBCon is conversational, aspirational, and above all talks to people in a way that you might overhear any number of spaces or places where companies start (dorm room, garage, and kitchen tables) and creativity thrives (parks, coffee shops, and public squares like Union Square).
QBCon always uses “we” and “us” to show we’re in this together—and that we’ll stand up for folks. We’d never say something cold or robotic, and prefer “won’t” over “will not” because that’s how humans actually speak to each other. And another thing: let’s not get hung up on “she/he” when a “their” sounds more conversational.
Sure, there are times we’d like to shout at the computer, too—but you’ll never come across ALL CAPS on buttons or headlines. Now that you mention it, even Title Case Can Kind of Look Like Shouting, What With All The Up And Down – so QBCon avoids it whenever possible.
If QBCon were standing in front of a mirror in the morning, it’d throw on cool jeans (but by god, not skinny jeans! Or Dad—or mom—jeans…ugh…) and an awesome pair of smart shoes.
When you have questions, or there’s something difficult to figure out, QBCon gets straight to the point so folks know we’re here to help them by connecting them to insights, tools, and knowledge.
Voice
Greeting Welcome back, Todd. Nice to see you again.
Error Feedback Let’s try that again.
General Message Hey attendees. Yeah, you. You’re changing the world, the economy. And when you thrive, the world thrives. That’s pretty cool.– or – We get it. Success is personal to you. Us, too.
Critical Failure FATAL ERROR! Just kidding… QBCon wouldn’t say it that way.Looks like we’re having a bit of a hiccup on our end. Rest assured, we’re working on it and hope to have it back up and running for you soon.
Voice (cont.)
Color. The colors in the QBCon palette convey bright, yet calming, shades that echo the look and feel of the QuickBooks product.
Visual lexicon
Typography. QBCon typography conveys a conversational tone while maintaining a crisp, clear voice. The primary font is Manus, to be used in headers and situations where we want to grab people’s attention. Take care to not use it for more than 80 characters, as readability suffers at anything greater than that. The secondary font is FS Albert, and is used in most situations due to its ease of scanability.
General style notes. Interface elements convey an open, bright, airy feeling, and should not be cluttered in any way.
Visual lexicon (cont.)
Surprise and delight
Scott Cook, Brad Smith, Dan Wernikoff, other execs greet folks at Registration.
Actual users welcome folks to the show at Registration to start the ecosystem. (Accountants welcome small biz/devs, entrepreneurs check-in accountants.)
Viewing rooms/simulcast lounges to watch the show from, and/or a room where you could get work done.
Personalization
Swag bags and gifts inside personalized based on which track they’re signed up for: the bag itself is the same across everyone, but what’s inside is different for devs vs. accountants vs. small biz and entrepreneurs.
Discoverability
Alerts and notifications based on info the person gave us during sign-up. Example: New track sessions that people might be interested in pushed out via the mobile app.
Engagement methods
QuickBooks Connectvision doc and design principles
QuickBooks Connect
2121
What EMOTION do you want the person to feel?
What SPECIFICALLY are you going to do to make a STEP CHANGE in ease?
How significant is the BENEFIT that we are delivering – in MEASURABLE terms? How
does it go BEYOND EXPECTATIONS?
What is the STARTING POINT?What are we NOT doing? (users, scope…)
List of emotions
AFFECTIONATEcompassionatefriendlylovingopen heartedsympathetictenderwarm
CONFIDENTempoweredopenproudsafesecure
ENGAGEDabsorbedalertcuriousengrossedenchantedentrancedfascinatedinterestedintriguedinvolvedspellboundstimulated
Feelings inventory (helps with Step 2)
Courtesy of the Center for Nonviolent Communicationhttp://www.cnvc.org/sites/default/files/feelings_inventory_0.pdf
EXCITEDamazedanimatedardentarousedastonisheddazzledeagerenergeticenthusiasticgiddyinvigoratedlivelypassionatesurprisedvibrant
EXHILARATEDblissfulecstaticelatedenthralledexuberantradiantrapturousthrilled
GRATEFULappreciativemovedthankfultouched
HOPEFULexpectantencouragedoptimistic
INSPIREDamazedawedwonder
JOYFULamuseddelightedgladhappyjubilantpleasedtickled
PEACEFULcalmclear headedcomfortablecenteredcontentequanimousfulfilledmellowquietrelaxedrelievedsatisfiedserenestilltranquiltrusting
REFRESHEDenlivenedrejuvenatedrenewedrestedrestoredrevived
Attendees feeling elated, animated, and awed at the Train concert at QuickBooks Connect 2014.
Creating the rundown
Who’s going to kick the day off? What energy will it bring and how will it set the tone for the day?* Figuring out the rundown is my favorite part of the day.
The minute-by-minute list of what happens is called a rundown, and it starts off by putting each part of the day on a whiteboard (one speaker and moment per sticky), and moving stuff around until it looks good. Consider:
• Who do we have speak right before break to create a buzz?
• Who will get folks back in their seats?
• Do we have to much ‘serious’ content in a row? Can we break that up?
*ProTip: this should be reflected in both your design persona and your emotion triangle.
The rundown
TEDxIntuit 2012 rundown.