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Transmedia & Service Design | @sandjar & @thezhanly
Transmedia Storytelling for Service Design
Sandjar Kozubaev & Dr. Zhan Li
New York, 2015
Transmedia & Service Design | @sandjar & @thezhanly
Sandjar Kozubaev
@sandjar
Sparks Grove
Georgia Tech
Dr. Zhan Li
@thezhanly
University of Southern California
Transmedia & Service Design | @sandjar & @thezhanly
User Centered
Co-creative
Sequencing
Evidencing
Holistic
SD Principles
By Mark Stickdorn
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?
Transmedia & Service Design | @sandjar & @thezhanly
Henry Jenkins
Spreadability/Drillability
Continuity/Multiplicity
Immersion/Extractability
Worldbuilding
Seriality
Subjectivity
Performance
TMS Principles
Transmedia & Service Design | @sandjar & @thezhanly
User Centered
Co-creative
Sequencing
Evidencing
Holistic
Spreadability/Drillability
Continuity/Multiplicity
Immersion/Extractability
Worldbuilding
Seriality
Subjectivity
Performance
SD Principles TMS Principles
Transmedia & Service Design | @sandjar & @thezhanly
User Centered
Co-creative
Sequencing
Evidencing
Holistic
Spreadability/Drillability
Continuity/Multiplicity
Immersion/Extractability
Worldbuilding
Seriality
Subjectivity
Performance
SD Principles TMS Principles
?
Transmedia & Service Design | @sandjar & @thezhanly
Transmedia Storytelling in Action. Hunger Games: Catching Fire
Transmedia & Service Design | @sandjar & @thezhanly
Worldbuilding
Continuity/Multiplicity
Seriality
Transmedia & Service Design | @sandjar & @thezhanly
Spreadability/Drillability
Subjectivity
Performance
Immersion/Extractability
Transmedia & Service Design | @sandjar & @thezhanly
Transmedia & Service Design | @sandjar & @thezhanly
Transmedia & Service Design | @sandjar & @thezhanly
User Centered
Co-creative
Sequencing
Evidencing
Holistic
Spreadability/Drillability
Continuity/Multiplicity
Immersion/Extractability
Worldbuilding
Seriality
Subjectivity
Performance
Transmedia & Service Design | @sandjar & @thezhanly
Transmedia & Service Design | @sandjar & @thezhanly
Stunts
Transmedia & Service Design | @sandjar & @thezhanly
Extreme Sporting Events
Stunts
Transmedia & Service Design | @sandjar & @thezhanly
Extreme Sporting Events
Stunts
F1 Racing
Transmedia & Service Design | @sandjar & @thezhanly
Red Bull TV
Extreme Sporting Events
Stunts
F1 Racing
Transmedia & Service Design | @sandjar & @thezhanly
Red Bull TV
Extreme Sporting Events
Stunts
Print & Digital Magazines
F1 Racing
Transmedia & Service Design | @sandjar & @thezhanly
Red Bull TV
Extreme Sporting Events
Stunts
Print & Digital Magazines
F1 Racing
MLS Soccer Team,
Stadium & Academy
Transmedia & Service Design | @sandjar & @thezhanly
Red Bull TV
Extreme Sporting Events
Stunts
Print & Digital Magazines
F1 Racing
MLS Soccer Team,
Stadium & Academy
Indy
Music
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
Transmedia & Service Design | @sandjar & @thezhanly
Transmedia & Service Design | @sandjar & @thezhanly
Original IP
Transmedia & Service Design | @sandjar & @thezhanly
Original IP
Generic Characters
Transmedia & Service Design | @sandjar & @thezhanly
Original IP
Theme Parks
Generic Characters
Transmedia & Service Design | @sandjar & @thezhanly
Original IP
Theme Parks
Lego Movie Generic Characters
Transmedia & Service Design | @sandjar & @thezhanly
Original IP
Theme Parks
Lego MovieLego Movie Toys Generic Characters
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
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
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
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
Transmedia & Service Design | @sandjar & @thezhanly
Transmedia Storytelling
+
Service Design
=
Transmedia Service Design?
Transmedia & Service Design | @sandjar & @thezhanly
Thank You
Sandjar Kozubaev
@sandjar
Sparks Grove
Georgia Tech
Dr. Zhan Li
@thezhanly
University of Southern California

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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
  • 6. Transmedia & Service Design | @sandjar & @thezhanly User Centered Co-creative Sequencing Evidencing Holistic Spreadability/Drillability Continuity/Multiplicity Immersion/Extractability Worldbuilding Seriality Subjectivity Performance SD Principles TMS Principles
  • 7. Transmedia & Service Design | @sandjar & @thezhanly User Centered Co-creative Sequencing Evidencing Holistic Spreadability/Drillability Continuity/Multiplicity Immersion/Extractability Worldbuilding Seriality Subjectivity Performance SD Principles TMS Principles ?
  • 8. Transmedia & Service Design | @sandjar & @thezhanly Transmedia Storytelling in Action. Hunger Games: Catching Fire
  • 9. Transmedia & Service Design | @sandjar & @thezhanly Worldbuilding Continuity/Multiplicity Seriality
  • 10. Transmedia & Service Design | @sandjar & @thezhanly Spreadability/Drillability Subjectivity Performance Immersion/Extractability
  • 11. Transmedia & Service Design | @sandjar & @thezhanly
  • 12. Transmedia & Service Design | @sandjar & @thezhanly
  • 13. Transmedia & Service Design | @sandjar & @thezhanly User Centered Co-creative Sequencing Evidencing Holistic Spreadability/Drillability Continuity/Multiplicity Immersion/Extractability Worldbuilding Seriality Subjectivity Performance
  • 14. Transmedia & Service Design | @sandjar & @thezhanly
  • 15. Transmedia & Service Design | @sandjar & @thezhanly Stunts
  • 16. Transmedia & Service Design | @sandjar & @thezhanly Extreme Sporting Events Stunts
  • 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
  • 23. Transmedia & Service Design | @sandjar & @thezhanly
  • 24. Transmedia & Service Design | @sandjar & @thezhanly Original IP
  • 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