IDEAS, a leading brand and experience design company, has shared insights into the ways it uses storytelling to create rich edutainment experiences using the StoryLearn methodology.
For more than 20 years, IDEAS has been developing learning-driven experiences for a wide range of clients, including zoos, aquariums, museums, hospitals, large enterprises, and governmental organisations. But narrative is a fundamental teaching strategy used by all great educators that has always been a key part of its work.
Learning as a process resembles one of the oldest storytelling traditions: the hero’s journey. The learner will embark on a quest for knowledge, often helped along by a wise guide, and will succeed by learning new skills or information. Likewise, themed entertainment takes visitors on a journey, and this has the potential to offer a transformational lived experience.
“Learning is an adventure. Emotion is key,” says Jared Wells, IDEAS senior writer and experience designer. “When you treat learners like heroes, they care about the journey they are taking, and an audience that cares about what you have to say is always the easiest to impact.”
IDEAS has explored approaches to immersive storytelling in both conventional and unconventional settings, on a scale that ranges from individual interactive components to elaborate exhibits and completely original experiences.
The firm has developed techniques for leading visitors on transformative learning journeys. These experiences immerse the audience in the subject matter, give them a tangible sense of agency, and most crucially, make the content look, sound, and feel attractive and relatable.
IDEAS’ StoryLearn methodology
IDEAS has developed a bespoke approach to edutainment called StoryLearn. This methodology applies narrative techniques to the ADDIE (Analysis, Design, Development, Implementation, and Evaluation) instructional design framework.
The StoryLearn process integrates effectively with the phases of work necessary for large, content-heavy, and broad-reach projects. The methodology enables close collaboration with the client organisation by employing a spiral design approach, which constantly balances learning objectives and content with audience engagement.
The process begins with a detailed assessment of learner, context, and content, together with metrics analysis. Once this is complete, IDEAS can move on to the design, production, and evaluation stages.
StoryLearn in practice
Recently, IDEAS used the StoryLearn methodology The Florida Aquarium for a new exhibit on animal adaptation. The IDEAS design team collaborated with The Florida Aquarium experts in a StoryJam to create the fundamental narrative assets, facts that guests should and the emotions that the exhibit should evoke. This created the backbone for the exhibit’s narrative and informed the spatial plan.
The IDEAS team could then develop a free-flow immersive guest experience where the audience can meet and understand the animals who are the exhibit’s true stars. For example, the team developed a periscope that allows guests to see the world from the perspective of a four-eyed fish and an interactive projection globe that lets them explore how extreme environments shape animal behaviours.
For the Oasis at the Port of Cartagena, Colombia, IDEAS was commissioned to redevelop the port experience with a focus on giving cruise passengers (with a short stay onshore) the opportunity to interact directly with unusual animals while learning about species preservation, conservation, and diversity.
World-class zoological expert Chuck Tompkins advised on the project. “In Cartagena, we had a chance to introduce guests to animals in a truly natural habitat,” says Tompkins. “What worked was a storyline that made the Oasis the animal’s “village” to which the human guests were invited for a visit.
“Whether guests chose to wander and engage on their own or be hosted by a knowledgeable guide, every person left with a new appreciation for these remarkable species. One important hallmark of an effective learning-driven experience is when a guest doesn’t realize how much more they know and care until after they leave.”
At Jungle Island Animal Park, Miami, the StoryLearn model was used to develop a new stage show which explores the interdependency of different species. The hero approach led to a series of challenges being developed, where brave volunteers help the rest of the audience to learn about different animals.
Jay Tacey, president of Zoo Solutions, was the zoological advisor on this project. Tacey says: “Across the board at Jungle Island the team adopted a clear design principle. Whether it was a habitat, media content or in this case a live presentation, animal well-being and a fact-forward approach were always our starting points. It’s amazing how quickly guests develop a deep level of understanding when they’re part of the story and not simply passive observers.”
Another example is Flight Works Alabama. This hands-on, interactive exhibit follows an Airbus A-320 through the entire manufacturing process. A key feature of this project is the post-visit engagement. The exhibit is targeted at middle school visitors, and a full range of camps, career-building workshops, and certification courses are available post-visit to support inspired visitors in learning more about the aviation industry.
A learning-driven experience with a defined story arc realized through meaningful, well-integrated engagement has redefined the category of edutainment.
Bob Allen, IDEAS chief storytelling officer refers to it as making Broccoli Ice Cream: “It’s simple. Like new learning, broccoli is nutritious and good for you, and, like great entertainment, ice cream is a delightful treat. Our recipe is to chop the broccoli up and swirl it into the ice cream creating a tasty offering rich in nutrition for the mind and heart.”
The IDEAS team were also the creative masterminds behind the new Great Florida Road Trip interactive experience at The Wheel at ICON Park in Orlando.
