Overall I think this experience does a lot of things right, especially because I found myself engaged and actually finished it. It claims upfront to be about 12 minutes long end to end, and I think this is a great strategy to get people to commit, given how stretched thin the average attention span is these days. Especially within the multitasking context of desktop web browsing.
This is primarily a single scroll interface (which I see becoming the norm for web doc, now that dual scrolling with trackpads are becoming standard) making navigation as natural and comfortable as mobile interfaces.
Other hi lights include the feeling of using the actual equipment in the doc, like browsing photos on a Canon DSLR, or using a flashlight to explore the inside of a house during the storm.
I hope to see more experiences like this in the future, highly recommend.
The general concept is simple:
The fidelity of a sketch is as important as the content of a sketch.
For example, if a sketch is rough and quick, the audience infers that this idea is open to interpretation, their input, and allowed to be shaped by the person viewing it (not just the person who drew it and presented it.)
This simple concept has come up recently with my work at Britelite Immersive. We are a full service immersive design shop and the nature of our work requires us to do much exploration with our clients to learn their needs in order to figure out the best solution to meet those needs (which are often complex and require some research to fully understand.)