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Before VGC: user experience research as a keymethodology for the development of digitalinteractive services within museal ...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       INTROHoang Chau Huynh, Chi...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       INTROCONTEXT   MASTER UX D...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY   PREMISESPREMISES
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       PREMISESSERVICE DESIGN PRO...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       PREMISESTWO METHODOLOGIESU...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                          PREMISESTWO METHODOLOGI...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       PREMISESUSER-CENTERD DESIG...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGYOUR PROCESSHoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, C...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       OUR PROCESS               ...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGYUSER CENTEREDDESIGN                                              ...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       UCD RESEARCH TOOLSTHE RESE...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       UCD RESEARCH TOOLS  THE RE...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       UCD RESEARCH TOOLSTHE RESE...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                          UCD RESEARCH TOOLSTHE R...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGYUSER CENTEREDDESIGN                                              ...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       UCD DESIGN TOOLSTHE DESIGN...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       UCD DESIGN TOOLSTHE DESIGN...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       UCD DESIGN TOOLSTHE DESIGN...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       UCD DESIGN TOOLSTHE DESIGN...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY   UCD DESIGN TOOLSTHE DESIGN TOOLS/PERSONASA persona is a realis...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGYFINDINGSHoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chia...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                           UCD DESIGN TOOLSFINDIN...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                                 UCD DESIGN TOOLS...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       UCD DESIGN TOOLSFINDINGS/M...
BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY                                       UCD DESIGN TOOLSFINDINGS/M...
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Before vgc i_sayevent_leicester_2013

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Before VGC: user experience research as a key methodology for the development of digital interactive services within museal contexts.

authors: H.C. Huynh, B. Mellini, A. Talamo, C. Muccitelli, E. Nemilova, C. Tortolini

This presentation has been designed to accompany the talk held at
"iSay Event - Visitor Generated Content in Heritage Sites" at the University of Leicester on the the 01/02/2013.

The talk has aimed at exploring how visitors’ experience of fruition is shaped into one of the most important public museums in Rome, and summarizes the research phase of a design project developed by the authors within the context of a master degree, showing how research data come into insights for service design.
The main objective of the research has been to analyze users needs before and during the design phase in order to collect visitors’ experience and enhancing it with specific design choices for a better fruition of cultural heritage.

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Transcript of "Before vgc i_sayevent_leicester_2013"

  1. 1. Before VGC: user experience research as a keymethodology for the development of digitalinteractive services within museal contexts.authors:Hoang Chau Huynh, Chiara Muccitelli,Elena Nemilova, Chiara TortoliniTutorBarbara Melliniprof.Alessandra Talamoresearch and project work held at: MasterUX @ Sapienza University of Romewww.masterux.it
  2. 2. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY INTROHoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  3. 3. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY INTROCONTEXT MASTER UX DIRECTOR Prof. Alessandra Talamo authors Hoang Chau Huynh Chiara Muccitelli Elena Nemilova Chiara Tortolini Tutor Barbara MelliniHoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  4. 4. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY PREMISESPREMISES
  5. 5. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY PREMISESSERVICE DESIGN PROJECTON THE CASE STUDY OF MUSEI CAPITOLINI ROMEHoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  6. 6. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY PREMISESTWO METHODOLOGIESUSER-CENTERED DESIGNUser-centered design (UCD) is aprocess tailored around the user inwhich the needs, wants, and limitationsof end users of a product/service aregiven extensive attention at each stageof the design process. & SERVICE DESIGN THINKING Service design aims to ensure that services are useful, usable, and desirable from the client’s point of view, and effective, efficient and distinctive from the supplier’s point of view. (Birgit Mager, 2009)(from Wikipedia)Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  7. 7. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY PREMISESTWO METHODOLOGIES, partially overlapping... PARTICIPATORY, ETHNOGRAPHIC METHOD AN ITERATIVE PROCESSPEOPLE USER-CENTERED DESIGN SERVICE DESIGN THINKING AN INTER-DISCIPLINARY APPROACHHoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  8. 8. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY PREMISESUSER-CENTERD DESIGN (UCD) n user involvment in the design processHoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  9. 9. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGYOUR PROCESSHoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  10. 10. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY OUR PROCESS F K IE OR PROJECT 1 BR W ON EAM T BRIEF UX RESEARCH PROJECT 2 F K IE OR BR W ON EAM THoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  11. 11. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGYUSER CENTEREDDESIGN THE RESEARCH TOOLS # fieldwork # interviews # shadowingHoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  12. 12. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD RESEARCH TOOLSTHE RESEARCH TOOLS/NON PARTICIPANT OBSERVATIONHoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  13. 13. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD RESEARCH TOOLS THE RESEARCH TOOLS/INTERVIEWS needs easeexpectations satisfaction motivations of the visiting & experience PRE-VISIT POST-VISIT INTERVIEWS INTERVIEWS Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  14. 14. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD RESEARCH TOOLSTHE RESEARCH TOOLS/INTERVIEWS emerging“We just love to walk around and see local people” (couple, 20 y.o., RU) patterns and“We are interested in Ancient Rome history” (couple, 30 y.o., RU) behaviours“I just wonder around the museum”(visitor, 30 y.o., USA)“It seems that the museums of Rome have not a clear historical path” (couple, 30 y.o., ESP)“I only know there’s the Shewolf inside the museum” (couple, 30 y.o., RU)“We read information stands to know the name of the exhibit” (3 girls, 20 y.o., GER)“They would like to have more information about orientation inside” (2 friends, 20 y.o., USA)“We don’t understand how to use this map to visit the museum” (3 girls, 20 y.o., USA)“The visit path was ok, but i would like to have had some more light that wouldimprove the fruition of the paintings” (visitor, 83 y.o., ITA)Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  15. 15. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD RESEARCH TOOLSTHE RESEARCH TOOLS/SHADOWING Shadow Stalking is a tough job...think it like a Safari!VISIT PATHS AND ORIENTATIONTURNING POINTS AND HOTSPOTSFAVORITE EXHIBITSTIME AND PAUSESPAIN POINTSHoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  16. 16. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGYUSER CENTEREDDESIGN THE DESIGN TOOLS # user ethnographic map # personas # mental modelHoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  17. 17. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLSTHE DESIGN TOOLS/THE USER ETHNOGRAPHIC MAPThe user ethnographic map (UEM) is a tool for analysing extremely heterogeneousdata which come from the ux research, and works as a bridge between the researchand the design phase.Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  18. 18. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLSTHE DESIGN TOOLS/THE USER ETHNOGRAPHIC MAPSAY: What does the user says?DO: What does the user do?MEAN: What meaning s/he attributes to his surrounding?FEEL: How does he feel?SEE: What does s/he see around that has an impact on his actions?HEAR: What does s/he hear from people that may orient beliefs?NEED/WANT: What does s/he need to improve her/his experience?STRUGGLE: What kind of problems s/he encounters?Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  19. 19. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLSTHE DESIGN TOOLS/THE MENTAL MODELThe mental model or affinity diagram helped us to reduce all the relevant data fromthe UX research in a more manageable form.Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  20. 20. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLSTHE DESIGN TOOLS/THE MENTAL MODELHoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  21. 21. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLSTHE DESIGN TOOLS/PERSONASA persona is a realistic character sketch -an archetype- representing an entire groupof real people. Personas summarize user research findings and are communicativetools that bring the research to life.
  22. 22. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGYFINDINGSHoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  23. 23. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLSFINDINGS/OUR MENTAL SPACESDecide to visit the museum Share the visit experiencePrepare the visit Have satisfying informationGet to the museum PROJECT 2 Interact with staffManage visit time Have information in one’s languageHave a guided visit Relax and restSelect what to see fulfilling one’s needs/ Get excited PROJECT 1passions PROJECT 2 Get memories PROJECT 1Follow a path Talk about the experience afterwardsOrient oneself PROJECT 2 Deepen the knowledge afterwardsFind a service or a POI PROJECT 2OUR mental spaces shape the architecture of our interactive service project, andchoosing some mental spaces instead of others is a key turning point for the project.Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  24. 24. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS I want to see FINDINGS/OUR SIX PERSONAS it’s all so perfect!! something roman Vengo a rivedere il Caravaggio!! La conoscenza ci permette di Poco tempo e così apprezzare! Kate,turista emozionata tante cose da Marta and Iasmina , Kate vedere! Vorrei trasmettere le The emotion catchers ’arte stesse sensazioni che Linda , italiana Allan Allan, l’appassionato Sophie:The experts: focus on art The frequent traveller Robert: The Cicero for passion Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini MASTER UX@Università La Sapienza
  25. 25. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLSFINDINGS/MAGNIFY ROMAFor the tourist, who wants to be guided on an emotional journey, “Magnify” is adigital lens on the world that allows you to see through layers of information togain contextual orientation and, unlike traditional navigation and guiding technolo-gies, “Magnify” is not just tailored around the surroundings, but around You and theWorld’s Connections.Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  26. 26. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLSFINDINGS/MAGNIFY ROMAHoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara MelliniMASTER UX@Università La Sapienza
  27. 27. Thank you!:-)

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