HCI International 2017
Vancouver, Canada, 9 - 14 July 2017
Vancouver Convention Centre
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T15: Supersmart Storyselling: How Best to Inform and Persuade in Short “Elevator Pitch” Presentations?

Tuesday, 11 July 2017, 08:30 – 12:30

Aaron Marcus (short bio)
Aaron Marcus and Associates (AM+A), Berkeley, California, United States


Presenting information requires information design/visualization and persuasion design. The entire preocesss must occur within a few minutes’ time. Many professionals, academics, students, and researchers have challenges to make such presentations, not only marketing specialists.

Participants will become familiar with the basics of effective presentation. Critiquing examples will give participants an opportunity to consider some of these issues:

  • User Analysis: Specification of user demographics and user-environment, user modeling, task analysis, and accounting for business objectives
  • Metaphors: Easy recognized and remembered, fundamental conceptsconveyed through words, signs, and images
  • Mental models: Appropriate organization of data, functions, tasks, roles and people
  • Navigation of mental model: Efficient movement within the mental model via windows, menus, dialogue boxes, or control panels
  • Interaction: Effective input and output-feedback sequencing
  • Appearance: Quality visual, acoustic, and touch characteristics
  • Information Visualization: Tables, charts, maps, and diagrams
  • Basic visual design: Scale, proportion, rhythm, symmetry and balance
  • Cross-cultural communication
  • User-centered design process

Participants will learn immediately useful, practical principles/techniques.

Course Description/Abstract:

This tutorial summarizes key concepts of how to write/design effective visual presentations that inform and persuade stakeholders about new products and/or services. Typically, an "elevator pitch" presentation must be completed in about 3-10 minutes.

Participants will be invited to critique about 5-10 short presentations from a San Francisco Bay area university "new product design" course and about 5-10 short presentations from a Shanghai startup incubator. Then participants will be shown an "anonymized" USA startup's storyselling presentation, which participants will also critique.

Participants will be invited to critique about 5-10 short presentations from a San Francisco Bay area university "new product design" course and about 5-10 short presentations from a Shanghai startup incubator. Then participants will be shown an "anonymized" USA startup's storyselling presentation, which participants will also critique.

Agenda and Exemplary Schedule

Time Topic
08:30 Tutorial begins
08:30 - 08:45 Lecture 0: Introduction to Content and Speaker, Introduction to AM+A, Introduction to Participants and their objectives

This portion introduces the schedule, objectives, and speaker’s credentials, and self-ntroduction of the participants, their backgrounds and objectives.
08:45 - 10:30 Lecture 1: Introduction to SuperSmart Storyselling, with about 5 of 10 short USA case studies, then 5-10 short Chinese case studies, followed by an AM+A-designed presentation, with questions and discussion after each case study

This illustrated lecture provides brief heuristics for "SuperSmart StorySelling" to achieve effective visual communication to stakeholders and discusses 10-20 short presentations that seek to present new products/services and one anonymized presentation designed by AM+A. Participants will be asked to critique each case study as appropriate and as time permits.
10:30 - 11:00 Break
11:00 - 12:30 Exercise 1: Write/Design SuperSmart StorySelling Presentation and Discuss/Critique Team Designs

Participants will be asked to form small teams and to rewrite/redesign a short "SuperSmart StorySelling" presentation to make it more effective. After about 45 minutes of teamwork to rewrite/redesign the prsentation, the entire group will analyze and critique all the team presentations during a session of about 45 minutes.
12:30 Tutorial ends

Target Audience:

The target audience for this tutorial includes those professionals, academics, students, and researchers who are familiar with HCI/UX concepts and product/service development but who may be new to writing/designing marketing presentations about their projects.

Bio Sketch of Presenter:

Aaron Marcus, Principal
Mr. Marcus has been researching and designing mobile user-experience design since 1989 and persuasion since 2007. He received a BA in Physics from Princeton University (1965) and a BFA and MFA in Graphic Design from Yale University Art School (1968). He is an internationally recognized authority on the design of user interfaces, information visualization, and document design. Mr. Marcus has given tutorials at HCII, SIGGRAPH, SIGCHI, HFES, UXPA and other conferences, and at seminars for businesses and academic institutions around the world. He has published 26 books and more than 300 articles, including Human Factors and Typography for More Readable Programs (1990), Graphic Design for Electronic Documents and User Interfaces (1992), The Cross-GUI Handbook (1994), Mobile TV: Customizing Content and Context (2010), The Past 100 Years of the Future: UX in Sci-Fi Movies and Television (2012), Mobile Persuasion Design (2015), and HCI/User-Experience Design: Fast Forward to the Past, Present, and Future (2015). Mr. Marcus was the world’s first professional graphic designer to be involved full-time in computer graphics (1967), to program a desktop publishing system (for the AT&T Picturephone, 1969-71), to design virtual realities (1971-73), and to establish an independent computer-based user-interface and information-visualization design firm (1982). In 1992, he received the National Computer Graphics Association Industry Achievement Award for contributions to computer graphics. In 2008, the AIGA named him a Fellow; in 2009, CHI elected him to the CHI Academy. In 2016, the San Francisco Museum of Modern art acquired about 70 of his works and included 21 of them in a show “Typeface to Interface” built around the acquisitions. He is a Visiting Professor at the Institute of Design, IIT, Chicago, and at the College of Design and Innovation, Tongji University, Shanghai.

Mr. Marcus is Principal of Aaron Marcus and Associates, a user-interface and information-visualization development firm with more than 35 years of experience in helping people make smarter decisions faster, at work, at home, at play, and on the way. AM+A has developed user-centered, task-oriented solutions for complex computer-based design and communication challenges for clients worldwide on all major platforms (client-server networks, the Web, mobile devices, appliances, and vehicles), for most vertical markets, and for most user communities within companies and among their customers. AM+A has served corporate, government, education, and consumer-oriented clients to meet their needs for usable products and services with proven improvements in readability, comprehension, and appeal. AM+A uses its well-established methodology to help them plan, research, analyze, design, implement, evaluate, train, and document metaphors, mental models, navigation, interaction and appearance. AM+A developed ten concept designs for mobile persuasion design and documented them in Mobile Persuasion Design (2015). AM+A’s clients include Apple, BMW, HP, Kaiser, Microsoft, Microsoft, Motorola, Nokia, Sabre, Samsung, SAP, Siemens, and Xerox.


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