"A trip to the movie theatre is an invitation to take a journey. Now it's a journey you control".
Audience Entertainment asked Uber to help launch their new iD platform, a hardware system to turn any big screen environment into a collective digital experience.
We developed an interactive story for their website to show users the concept behind the technology: give the audience a tool to control the story and transform the passive cinema experience into an engaging collective activity.
Check the website on www.audienceentertainment.com/experience/
The biggest challenge was filling the gap between the real experience - a crowd in front of a big screen - and our scenario - a single user interacting with a desktop screen. How to deliver the same experience in such a different environment? During the story, every time the users are asked to make a decision, they see on the screen the cursor movement of the previous recorded sessions, so they get influenced by other users' decisions. A bit like being in a theatre and check the movements of people around you.
We wrote a story from scratch, trying to find the right balance between an engaging plot and a simple storyline to be developed into a video not longer than 3 minutes. Noir was the ideal theme: the detective story clichés helped us to throw the audience directly to the core of the story without too much introduction.
THE USER JOURNEYS
The development of the user journeys and the decision point mechanic have been a fairly challenging UX exercise: the story splits into sections that could be combined and overlapped.
The infographics at the end of the story are the surprise & delight aspect of the experience: users can compare their decisions with other user journeys and measure their performance.