Transmedia Storytelling for Service Design: Tips, Tricks & Magic - Sandjar Kozubaev, Sparks Grove & Zhan Li, USC
1. Transmedia & Service Design | @sandjar & @thezhanly
Transmedia Storytelling for Service Design
Sandjar Kozubaev & Dr. Zhan Li
New York, 2015
2. Transmedia & Service Design | @sandjar & @thezhanly
Sandjar Kozubaev
@sandjar
Sparks Grove
Georgia Tech
Dr. Zhan Li
@thezhanly
University of Southern California
3. Transmedia & Service Design | @sandjar & @thezhanly
User Centered
Co-creative
Sequencing
Evidencing
Holistic
SD Principles
By Mark Stickdorn
4. Transmedia & Service Design | @sandjar & @thezhanly
… represents a process where integral
elements of a fiction get dispersed
systematically across multiple delivery
channels for the purpose of creating a
unified and coordinated entertainment
experience.
Henry Jenkins
What is Transmedia Storytelling?
5. Transmedia & Service Design | @sandjar & @thezhanly
Henry Jenkins
Spreadability/Drillability
Continuity/Multiplicity
Immersion/Extractability
Worldbuilding
Seriality
Subjectivity
Performance
TMS Principles
17. Transmedia & Service Design | @sandjar & @thezhanly
Extreme Sporting Events
Stunts
F1 Racing
18. Transmedia & Service Design | @sandjar & @thezhanly
Red Bull TV
Extreme Sporting Events
Stunts
F1 Racing
19. Transmedia & Service Design | @sandjar & @thezhanly
Red Bull TV
Extreme Sporting Events
Stunts
Print & Digital Magazines
F1 Racing
20. Transmedia & Service Design | @sandjar & @thezhanly
Red Bull TV
Extreme Sporting Events
Stunts
Print & Digital Magazines
F1 Racing
MLS Soccer Team,
Stadium & Academy
21. Transmedia & Service Design | @sandjar & @thezhanly
Red Bull TV
Extreme Sporting Events
Stunts
Print & Digital Magazines
F1 Racing
MLS Soccer Team,
Stadium & Academy
Indy
Music
22. Transmedia & Service Design | @sandjar & @thezhanly
Red Bull TV
Extreme Sporting Events
Stunts
Print & Digital Magazines
F1 Racing
MLS Soccer Team,
Stadium & Academy
???
Many more media Indy
Music
25. Transmedia & Service Design | @sandjar & @thezhanly
Original IP
Generic Characters
26. Transmedia & Service Design | @sandjar & @thezhanly
Original IP
Theme Parks
Generic Characters
27. Transmedia & Service Design | @sandjar & @thezhanly
Original IP
Theme Parks
Lego Movie Generic Characters
28. Transmedia & Service Design | @sandjar & @thezhanly
Original IP
Theme Parks
Lego MovieLego Movie Toys Generic Characters
29. Transmedia & Service Design | @sandjar & @thezhanly
Video Games Within
Established Storyworlds
(Star Wars, Indiana
Jones, Batman, Harry
Potter)
Original IP
Theme Parks
Lego MovieLego Movie Toys Generic Characters
30. Transmedia & Service Design | @sandjar & @thezhanly
Video Games Within
Established Storyworlds
(Star Wars, Indiana
Jones, Batman, Harry
Potter)
Toys within Established
Storyworlds
Original IP
Theme Parks
Lego MovieLego Movie Toys Generic Characters
31. Transmedia & Service Design | @sandjar & @thezhanly
Video Games Within
Established Storyworlds
(Star Wars, Indiana
Jones, Batman, Harry
Potter)
Toys within Established
Storyworlds
Original IP
Theme Parks
Lego MovieLego Movie Toys Generic Characters
???
Many more media
32. Transmedia & Service Design | @sandjar & @thezhanly
If we reframe products and services as media storyworlds,
the customers' experience of them can become truly
ubiquitous in culture
33. Transmedia & Service Design | @sandjar & @thezhanly
Transmedia Storytelling
+
Service Design
=
Transmedia Service Design?
34. Transmedia & Service Design | @sandjar & @thezhanly
Thank You
Sandjar Kozubaev
@sandjar
Sparks Grove
Georgia Tech
Dr. Zhan Li
@thezhanly
University of Southern California