Your User is a Hero: Applying Joseph Campbell’s “Monomyth” to User Experience Design

YOUR USER IS A HEROTHE MONOMYTH & USER EXPERIENCE DESIGN

MN WUD 2014MATT EDWARDS @ASTRONAUTPNGUIN

#HEROSJOURNEY


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


THE HERO’S JOURNEYA CRITICAL FRAMEWORK FOR ANALYSIS

ANALYSIS


Separation of a whole into its component parts.



THE ORDINARY WORLD

(HERO)


THE CALL TO ADVENTURE

(HERALD)

(TRICKSTER)


REFUSAL OF THE CALL


MEETING THE MENTOR

(MENTOR)


(THRESHOLD GUARDIANS ERRY-WHERE)

CROSSING THE THRESHOLD


TESTS, ALLIES, AND ENEMIES

(ALLY)

(SHAPESHIFTER)


THE APPROACH(NOT A MOON)


THE ORDEAL

(THE SHADOW)


THE REWARD(THE TREASURE)


(THRESHOLD GUARDIANS)

THE ROAD BACK


(PORKINS)

THE RESURRECTION


RETURN W/ THE ELIXIR

(FORCE = ELIXIR)


SO WHAT?



WHO IS YOUR USER TODAY?

WE DESIGN ECOSYSTEMSOUR “USERS” ARE PARTS OF THAT ECOSYSTEM


WE DESIGN ECOSYSTEMSUSERS PLAY DIFFERENT ROLES AT DIFFERENT TIMES


WE DESIGN ECOSYSTEMSUSERS OFTEN NEED TO COOPERATE IN THOSE SYSTEMS


CRITICISMSDETAILS ARE EVERYTHING



ETHNOCENTRISM

z

HETERONORMATIVITY

zMN WUD 2014@ASTRONAUTPNGUIN

SO WHAT?


THIS HAPPENS A LOT.EVEN WHEN WE RESEARCH.


THE REWARD?“HI, I’M AN OBJECT IN THIS STORY.”


ENGAGEMENT DEMANDS INCLUSIVENESS

YOUR VALUES IMPACT YOUR DESIGNSWHETHER YOU ACKNOWLEDGE IT OR NOT.


SO, WHAT DO WE DO?WE LEVERAGE CRITICAL THEORY.



THIS MAN IS AN AMERICAN TREASURE


THE “HERO’S JOURNEY” IS A CRITICAL LENS.


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



HARMON’S “STORY CIRCLE”A GENERATIVE FRAMEWORK FOR SYNTHESIS

ANALYSIS


Separation of a whole into its component parts.

SYNTHESIS


The combination of parts so as to form a whole.


(#SIXSEASONSANDAMOVIE)


#SIXSEASONSANDAMOVIE


1

3

5

7

2

46

8

THE STORY CIRCLE


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


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


WHEN YOU

HAVE A NEED

YOU GO SOMEWHERE

SEARCH FOR IT

FIND IT

TAKE IT

THEN RETURN

HAVING CHANGED


WHEN YOU

HAVE A NEED

YOU GO SOMEWHERE

SEARCH FOR IT

FIND IT

TAKE IT

THEN RETURN

HAVING CHANGED


YOU NEED,

GO SEARCH,

FIND, TAKE,

RETURN CHANGED.


YOU NEED,

GO SEARCH,FIND, TAKE,

RETURN CHANGED


DESIGNING WITH NARRATIVEDATA ANALYSIS AND SYNTHESIS


Q: WHEN IS THIS USEFUL?A: YES


WORKSHOPS


RESEARCH PLANNING


DATA SYNTHESIS


EXPERIENCE STRATEGY


FEATURE DEVELOPMENT


SOCIAL MEDIA STRATEGY


COMMUNITY-CENTERED DESIGN


REFLECTING

CONSIDER DUALITIES

ACTING

CONCRETE ABSTRACT


CONSIDER DUALITIES

REFLECTING REFLECTING

ACTING ACTING

ABSTRACT

ABSTRACTCONCRETE

CONCRETE



1. JOSEPH CAMPBELL’S “MONOMYTH”

• STRUCTURE

• CRITICISMS

2. DAN HARMON’S “STORY CIRCLE”

• STRUCTURE

• THEMATIC DUALITIES

3. DESIGNING WITH NARRATIVE

• USE CASES


I HAVE A QUESTION

I DECIDE TO ASK

I ASK THE QUESTION

EVERYONE BENEFITS

ADDITIONAL RESOURCESINFORMATION


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

http://www.amazon.com/Thousand-Faces-Collected-Joseph-Campbell/dp/1577315936

http://www.thewritersjourney.com/hero's_journey.htm

http://channel101.wikia.com/wiki/Category:Tutorials

mailto:[email protected]

Date post:	21-Apr-2017
Category:	Design
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