Connecting Festivals To Offer More


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Part of the Festival Design DNA project from the Edinburgh Festivals Innovation Lab. See for full context & details

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Connecting Festivals To Offer More

  2. 2. WHERE HAS THIS COME FROMFestival Design DNA is a project produced by Snook for festivalslab. It is both a set of practical tools and an exciting new conversation about what happens when cultural professionals and organisationsstart to think like designers and work to make the experiences they create better from a person-centred point of view. festivalslab or the Edinburgh Festivals Innovation Lab works with and for the twelve Edinburgh Festivals on how to use new thinkingand new tools to the experience of the world’s festival city even better for audiences, creative talent and festival organisations. Snook is a Glasgow-based service design and social innovation agency focusing on transforming the way services are delivered in Scotland, ensuring people come first.
  3. 3. CONNECTING FESTIVALS TO OFFER MOREPurpose: Clustering (Incorporate in the above)The purpose of this pack is to help you connectand spot opportunities to work with other Brainstorm Ideas: 1/2 dayorganisations both from a festivals context and (Incorporate into the above, Use this time toexternal stakeholder context. This is a process to generate ideas on how your organisation couldhelp you establish new relationships and spend work with others. What would a partnership looktime digger deeper on the function, role and like?)delivery channels of other organisations. This willhelp you to generate ideas that could be hosted by Hack Day: 3 daysmultiple stakeholders and produce increased value (Running over a weekend and allow preparationfor customers of the festivals. time. You’ll need to spend time planning and announcing the event a couple of months beforeTime Frame: the actual event)We recommend you run this project over the Mock Up: 1 daycourse of a month (Run mock up as a workshop session for your project team)Tools: Idea Voting (Incorporate into the above)50 Things: 1 day(Choose an activity to focus on) Funding BidShadowing : 1 week Idea Options Book(Try shadowing people from different organisationsto understand their role and function)Relationship Map: 2 days(This takes around two days to pull together butwill need preparatory work and research to be ableto fill out confidently)Vox Pop: 4 days(Vox Pop whilst shadowing people and visitingother organisations. Use rest of time to edit thefootage into mini video clips or a mash up of thematerial you collected)Service Walkthrough: 1 day(Take a day to walk through the service withsomeone and get all your photos downloadedafterwards and printed off)POPI: 1 week(Spend time discussing the problems/opportunitiesyou spotted and organising this information tocreate service principles to move forward)
  4. 4. DISCOVER50 THINGS “50 THINGS REALLY SHOWS HOW HARD IT CAN BE FOR A CUSTOMERThis tool is a great way to putyourself in someone else’s USE ME TO: TO ACCESS OUR FESTIVAL”shoes. • Gain a new perspective on experiences related to your Pick one activity that is relevant idea to your project and taskeveryone in the project withcompleting this activity. YOU WILL NEED:They then have to write down a • An activitylist of 50 things related to their • Pen and papertask. What happened? How didthey feel? What did they hear?For example if you are tryingto improve the way finding ofa particular festival, task theteam with finding their way tothe toilet with vision restrictedglasses. (You can do this usingtape, buying a cheap pair ofsunglasses and colouringthem in etc) Then ask themto write 50 things about thatexperience.
  5. 5. 50 THINGSPick one activity that is relevant to your project and task everyone in the project with complet-ing this activity. They then have to write down a list of 50 things related to their task - What hap-pened? How did they feel? What did they hear? For example, if you are trying to improve the wayfinding of a particular festival, task the team with finding their way to the toilet blindfolded in avenue. They then have to write 50 things about that experience. 1 26 2 27 3 28 4 29 5 30 6 31 7 32 8 33 9 34 10 35 11 36 12 37 13 38 14 39 15 40 16 41 17 42 18 43 19 44 20 45 21 46 22 47 23 48 24 49 25 50 FESTIVAL DESIGN DNA
  6. 6. DISCOVERSHADOWINGShadowing is the action USE ME TO:of following someone tounderstand what it is like to live • Gain insights from a their life. This can be done over different point of viewthe course of a day, week, orlonger. • Understand customers and “SHADOWING A BOX OFFICE MANAGER staff’sShadowing can be done in • Motivations/needs • Understanding what needs TOLD ME SO MUCH ABOUT THEa subtle way by followinga member of staff as they to change • Influence new ideas for PROBLEMS THEY FACE AT PEAK TIMES”undertake their job, or you may improvementwant to try asking questionswhile you shadow. YOU WILL NEED:The point of shadowing is to • Notepad and penunderstand first hand what it is • Audio/visual capturing like to deliver or use a service. device. (Camera, The outcome is an in-depth dictaphone, mobile phone understanding of the good and app)bad points of a service.Take notes, capture audioand visual and when you havereturned to the studio there isplenty of material to analyseand use in communicatingsome of the sticking points ofthe service.
  7. 7. SHADOWINGShadowing is the action of following someone to observe and understand what it is like to livetheir life. This can be done over the course of a day, a week, or longer. Shadowing can be donein a subtle way by following a member of staff as they undertake their job, or you may want to tryasking questions while you shadow. The point of shadowing is to understand first hand what it islike to deliver or use a service. Take notes, capture audio and take photographs. When you have returned to the studio there is plenty of material to analyse and use in communicating some of the sticking points of the service. Where are you? Who are you shadowing? Do they know that you are there? Where do they go? What do they see? Do they talk to anyone? What do they touch? What else is happening around them (sights, sounds, smells)? How long do you shadow for? FESTIVAL DESIGN DNA
  8. 8. DISCOVERRELATIONSHIP / STAKEHOLDER MAP “WE MAPPED OUR CUSTOMERS RELATIONSHIPS TO UNDERSTANDA stakeholder map canbe used to look at who is USE ME TO: WHAT INFLUENCES THEM”involved around your theme • Plan project relationships or project. If consider it as a and see the big picturerelationship map we can alsolook at individuals and therelationships they have with YOU WILL NEED:organisations, friends, families. • Post itsA map of stakeholders or • Pensrelationships can be visualised • An open mindusing concentric circles withclose relationships beingmapped in the centre andfurther away relationshipstowards the outer circles.This is a great way to stepback and look holistically at anindividual or group’s influencingfactors.
  9. 9. RELATIONSHIP / STAKEHOLDER MAPA stakeholder map is useful at the start of the project to understand what other festivalorganisations and other cultural orgs who will be part of your idea. Furthermore, it forces you toconsider other influential stakeholders such as Trip Advisor and Stage Coach Travel. This is agreat way to step back and look at who you want to pull closer into the project and question howyou will do this. A map of stakeholders can be visualised using concentric circles with close relationships being mapped in the centre and further away relationships towards the outer circles. at k th u thin If yo will e ther t of lo ertain ea be quit nt of c our eme ss y mov le acro work - p peo as you res, or ent u map ego fig repres el to us bies jel lyba . them FESTIVAL DESIGN DNA
  10. 10. DISCOVERVOX POPPINGThis technique is a way to USE ME TO:generate “man on the street”interviews in response to a • Find out what the public particular question such as think about a particular “What is the one reason you topicwould go to a festival?” Usually • Gain feedback on your ideathe interviewees are in publicplaces, and give spontaneousopinions in a chance encounter YOU WILL NEED:— unrehearsed and not • Confidenceselected in any way. • Recording EquipmentThe results of vox poppingare unpredictable and usuallythe material needs edited.Although the two can bequite often confused, a vox “IN JUST 60 SECONDS WE HAD GOTpop is not a form of a survey.Each person is asked thesame question; the aim is toget a variety of answers andopinions on any given subject. A SNAPSHOT OF WHO WAS VISITINGThe interviewees should be ofvarious ages, genders, classes OUR FESTIVAL AND WHY”and communities so that thediverse views and reactionsof the genera public will beknown.
  11. 11. VOX POPPINGThis technique is a way to generate “man on the street” interviews in response to a particularquestions such as “What is the one reason you would go to a festival?” Usually the interviewesare in public places, and give spontaneous opinions in a chance encounter — unrehearsed andnot selected in any way. Consider your questions and how to approach people beforehand. Have questions ready but don’t be too prescribed, let the stories emerge. : I sp oke to Who edit can very You film r you ovie or yer n iM ia Pla ily o ed t eas ows M pload i d Win free), u log. h ps b arge (bot ur grou o ch yo t e to ber hon . mem cam/p storage Re flip r tr a you take ex and FESTIVAL DESIGN DNA
  12. 12. DISCOVERSERVICE WALKTHROUGH “WE SPENT TIME PICKING UP TICKETS WITH OUR CUSTOMERS USE ME TO: AT THE BOX OFFICE”Walking through an experiencewith someone is great wayof capturing how they feel • Gather visual evidence of during it and where you can how a festival worksmake improvements or spot • Ideas on how to improve opportunities for innovation. particular service interaction • Empathise with the people Try attend a festival show with you are designing forsomeone, organise spendingtime with them from bookingthe ticket to taking the bus to YOU WILL NEED:picking up their ticket to seeingthe show. • A customer who is willing to work with youTry and take photographs along • Recording equipment the route from beginning to (camera/audio)end, this will give you visualdocumentation of how theexperience feels as a whole.Remember to capture the detailas well.How does your customerinteract with the touchpoints ofthe festival? Is it easy for themto find the box office usingsignage? Does the website workwell? How do they respond tothe printed ticket?
  13. 13. SERVICE WALKTHROUGHSWalking through an experience with someone is great way of capturing how they feel during itand where you can make improvements or spot opportunities for innovation. Try attend a festivalshow with someone, organise spending time with them from booking the ticket to taking thebus to picking up their ticket to seeing the show. Try take photographs along the route frombeginning to end, this will give you visual documentation of how the experience feels as a whole. Either walkthrough with someone or as someone. Try walking through with/as a single parent, an elderly gentleman, a family with 3 kids, a French exchange student, one of the service providers ... how many can you do? Print out your images and place them in chonological order. Circling all of the touchpoints you encounter will help to draw out the elements of the service. what did they say? how are they feeling? overall experience? s rd a are R eco . if youWho are yo go try u? you ideos, raor who are v e ing cam you with? ptur e your us ca ak cuo to m conspi so that t n , i as i ssible ct as if o a as p le will p peo t there. o is n FESTIVAL DESIGN DNA
  14. 14. DEFINEP.O.P.I. (PROBLEMS/OPPORTUNITY/PRINCIPLES/IDEAS)POPI is a framework for driving USE ME TO:the development process. • Tell a story about how your POPI enables you to work work evolvedthrough insights and research • Drive forward a projectto create principle statements. • See the big picture • Create well crafted principle Ideally, this can be used as statements a framework to discover anddefine stages of a project andbe used as a point of reference. YOU WILL NEED:It is an activity to converge lots • A wallof research into a vision. • Some post its • People involved in your POPI can be used to lay project findings and ideas on a wallspace so coherent storiesand patterns can be easilyidentified. “WHERE DO WE FOCUS OUR EFFORTS ON DEVELOPING THE FESTIVAL EXPERIENCE?”
  15. 15. P.O.P.I.POPI enables you to work through insights and research to create principle statements.Ideally, this can be used as a framework to discover and define stages of a project and be used as a point of reference. It is an activity toconverge research into a vision. POPI can be used to lay findings and ideas on a wall space so coherent stories and patterns can be easilyidentified. PROBLEMS OPORTUNITIES PRINCIPLES IDEAS FESTIVAL DESIGN DNA
  16. 16. DEFINEBRAINSTORM “BRAINSTORMING ALL OUR IDEAS TO IMPROVE OUR USE ME TO: FESTIVAL WAS EXCITING”A brainstorm exercise iswhen everyone in the room isencouraged to add ideas onto • Come up with ideaseither a wall or paper. The best • Include everyone in the projectway to do this is to use post its toadd a small sketch or title of anidea. The purpose is to allow anallocated time to come up with YOU WILL NEED:as many ideas as possible. This • Pens & post itsrequires a few basic rules. • A large sheet of paper or a wall1. Set a timer and stick to it.Depending on the circumstancesyou might want to do short burstsof 1 to 5 minutes. You may wantto give an hour.2. Everyone must contribute.3. Draw in chunky pens (thismeans everyone can read it).4. Every idea counts (no matterhow eccentric).Even if an idea is about a flyingpig that takes your customersfrom one venue to another, it stillcounts. Returning to ideas likethis can uncover those nuggets ofbrilliance!
  17. 17. BRAINSTORM IDEASA brainstorm exercise is when everyone in the room is encouraged to add ideas onto either a wallor paper. The best way to do this is to use post its to add a small sketch or title of an idea. Thepurpose is to allow an allocated time to come up with as many ideas as possible. This requires afew basic rules. Set a timer and stick to it. Depending on the circumstances you might want to do short bursts of 1 to 5 minutes. You may want to give an hour. Everyone must contribute. Draw in chunky pens (this means everyone can read it) Every idea counts ( no matter how silly ) get y to our t wa y A grea ps and to u is ays r gro -up you wrmed ed 50 w ind call Give ow n m ercise emon. arge ex al ,al as d o an ueeze inutes quickly q to s ves 5 m and as ays rsel er 0w you t of pap alise 5 n - the e u she an, vis a lemo c e e you squeez nventiv to e i r. mor e bette th FESTIVAL DESIGN DNA
  18. 18. DEFINECLUSTERINGClustering is a very useful and USE ME TO:often essential tool to useafter a group ‘idea generation’ • Group ideassession. • Structure your project • Divide tasksThe outcome of these activities • Make sense of idea is often a vast amount of generationpossible ideas and directions.It is really useful to group YOU WILL NEED:together ideas by commonthemes, consistencies or • A large wallimportant relationships. • Post its for headings/titles • Camera to capture the This method can begin to processstructure the next steps of aproject, begin to divide tasksand can eliminate the roleof one person taking chargeof the group as everyone’sideas cluster together. Forexample, you may cluster yourresearch under themes such as “WE HAD SO MANY THOUGHTS THAT‘accessibility’ or ‘venue’. WRITING THEM ONTO POST ITS AND CLUSTERING HELPED US TO FIND PATTERNS”
  19. 19. CLUSTERINGClustering is a very useful and often essential tool to use after a group ‘idea generation’ sessionor to help you cluster themes, especially when this includes a lot of reserach. The outcome ofthese activities is often a vast amount of possible ideas and directions. It is really useful to grouptogether ideas by common themes, consistencies or important relationships. Think about grouping by actions to be taken, things still to find out, ideas to develop, principle ideas and statements. Find the biggest wall you can, and spread your ideas across it. that e sure raph Mak hotog e p r you rs befo ff t e clus as o y our the ide these ng d taki all. Ad ur w o the es to y g . ima ct blog e proj FESTIVAL DESIGN DNA
  20. 20. DEFINEIDEA VOTINGEver been caught in an USE ME TO:argument over which idea isthe best? • Choose a route forward • Overcome barriersFinding it hard to get the groupto move forward and choosean idea or principle to take on? YOU WILL NEED: • A pack of sticky dotsSticky dots is a way of quicklyand efficiently making a moveforward. It is a democratic wayof decision making.Take 3 dots each and chooseyour three favourite ideas. Atthe end, take forward the ideawith the most votes.The likelihood is that you willreturn to other ideas as theproject develops,REMEMBER! “TO REMOVE ARGUMENT WEDon’t be too precious! VOTED WITH DOTS. SIMPLE DECISION MAKING”
  21. 21. IDEA VOTINGEver been caught in an argument over which idea is the best? Finding it hard to get the group tomove forward and choose an idea or principle to take on? Sticky dots is a way of quickly andefficiently making a move forward. It is a democratic way of decision making. Take 3 dots eachand choose your three favourite ideas. At the end, take forward the idea with the most votes. Find the biggest wall you can, and spread your ideas across it, giving yourself room to move them around. that e sure raph Mak hotog e p r you rs befo ff t e clus as o y our the ide these ng d taki all. Ad ur w o the es to y g . ima ct blog e proj FESTIVAL DESIGN DNA
  22. 22. DEVELOPIDEA SKETCH “WE SKETCHED UP A NEW IDEA FOR A TICKET BOOKING SYSTEM. USE ME TO:Sketching your concept orquickly visualising it on screenusing graphic software is a THAT’S WHEN IT CAME TO LIFE” • Communicate your ideas great way to bring an idea to and share with others. • Practice your drawing skills • Visualise IdeasPeople should be able to look • Create a prop for feedback/at it and understand what further discussion.your idea does. It should beaccompanied by as little text aspossible. YOU WILL NEED:Of course, you can use old • An ideafashioned paper and pen to • A drawing mediumsketch your idea too! • Google Images • Graphic editing softwareYou may want to considersketching up a festivalswebsite layout, a leaflet, ordevelopments to the Fringephone app.
  23. 23. IDEA SKETCHSketching your concept or quickly visualising it on screen using graphic software is a great wayto bring an idea to life and share with others. People should be able to look at it and understandwhat your idea does. It should be accompanied by as little text as possible. Use chunky pens (Sharpies are great, felt pens are good too.) Draw quickly, and don’t worry about your drawing skills - stick My idea is called: FESTIVAL DESIGN DNA
  24. 24. DEVELOPMOCK UPYour mock-ups should develop asyour idea does. USE ME TO:Starting off with montages of • Test ideasexisting services and elements • Develop ideasthat you would like to include/ • Get user feedback draw inspiration from, through Communicate the idea in to more realistic examples of your headtouchpoints and interfaces.The idea of a mock-up is to test YOU WILL NEED:your idea and receive feedback,so done cherish it too much. Keep • Pens & paperyour mock-ups quick and simple. • ImaginationThis is an ideal technique to dofrom your desk, or in a workshopscenario.You may find yourself mockingup a ticket with a QR code on it,drawing out a new website whichshowcases events on acrossthe year, or a leaflet that hasinformation on places to eat near “WE DID A SIMPLE MOCK UP OF A FRIENDyour main venue. FINDER FOR HOGMANY, PEOPLE THEN STARTED TO ENGAGE WITH THE CONCEPT”
  25. 25. MOCK UPYour mock-ups should develop as your idea does. Starting off with montages of existing servicesand elements that you would like to include/draw inspiration from, through to more realisticexamples of touchpoints and interfaces. The idea of a mock-up is to test your idea and receivefeedback, so you shouldn’t be too precious about it. Keep your mock-ups quick and simple. This is an ideal technique to do from your desk, or in a workshop scenario. You may find yourself mocking up a ticket with a QR code on it, drawing out a new website which showcases events on across the year, or a leaflet that has information on places to eat near your main venue. oes your idea look like? Ideas sketch : what d al? need to make this re What do you tos pho ing of your Tak ch a at of e ans th ’ me sed to nes u ‘sce can be oard, n yb the a stor al writt and y e m on for additi . ‘Rou gh n re o with riptions , captu c des y’ is ok wards. R ead a after er cam FESTIVAL DESIGN DNA
  26. 26. DEVELOP EVENTS/PLATFORMS/TOOLHACK DAYA hack day is an event where developers,designers and people with ideas gather USE ME TO:to build ‘cool stuff’ - the events now runall over the world and are organised by a • Develop new ideaswide variety of people, companies, and • Be inspired by disciplines that even government departments. differ from your own • See the potential of the data you The ‘days’ tend to run for 48 hours overa weekend. The first evening is about holdshowcasing the data, talking through how • Develop new ideas for services to access it and building a picture of what and productsthe aim for the weekend is.The second day is about designing and YOU WILL NEED:coding. People work alone and in teams,produce new applications, phone apps, • A space to hold the eventwebsites & widgets etc which all aim • A mix of people to invite (ensure to use the data in an innovative way. you have coders coming)A local hack day to learn from is Culture • Food and drinkHack Scotland, first held in 2011. Data • Data to open upwas opened by a variety of culturalorganisations, from museums collectiondata to listing information for the Fringe.Two ideas built included a festival datingsite where people are brokered by the “CULTURE HACK SCOTLANDshow they want to see, and a bookfestival app which allows you to see whatauthors look like easily and a space tocapture their signature on your ipad.The model of hack day doesn’t haveto be about coding, it can apply just to PRODUCED OVER 20 BUILT IDEAS IN UNDER 48 HOURS”designing new services / products. Theenvironment, mission and deadline is agreat backdrop to getting things donecollaboratively.
  27. 27. 4 1 DELIVER DISCOVER 3 2 DEVELOP DEFINE EXIT “WRITING A FUNDING BIDFUNDING BID HAVING DEVELOPED THE IDEA FIRSTYou might find this is a good USE ME TO: WAS MUCH EASIER THAN STARTINGpoint to create a funding bidto take a project forward after • Get buy in on your project FROM SCRATCH”developing it. • Raise capital for the project • Get senior buy in to your Having developed the idea and worktalked and tested it with usersyou will find that filling out aproposal bid will be easier than YOU WILL NEED:starting from scratch. • A funding bid opportunity • A basic funding bid structure to copy from
  28. 28. 4 1 DELIVER DISCOVER 3 2 DEVELOP DEFINE EXIT “WE PUT ALL OUR IDEAS INTO ONEIDEAS OPTIONS BOOK BOOK AND SHARED WITH OTHERAn idea options book is a USE ME TO: ORGANISATIONS BEFORE MOVINGdocument that can be sharedin your organisation or betweenstakeholders involved in the • Showcase your ideas FORWARD” • Reflect on your work and project to get further buy in and processcommunicate work to date. • Extend the networks who are interested in your workIt is valuable to keep peopleinformed on what you are planningso there is no ‘re-invention’ of thewheel and relevant parties can get YOU WILL NEED:involved with your project from • A process and work to date to other organisations. fill the book with • An idea of the people you The book should be kept simple; want to share the content withgive it an introduction, includelist of who is involved in theproject and brief descriptions andvisuals of ideas you have beendiscussing.You can create a formal,professional version on onlinesoftware such as oryou can design and print one yourown using publishing softwaresuch as Microsoft word.Try to prototype and experimentideas for your book with paperand pens first.
  29. 29. A process to help you work with other festivalsand organisations to improve your festival offer Includes; 50 Things Shadowing Relationship Map Vox Pop Service Walkthrough POPI Hack Day Brainstorm Ideas Mock Up Clustering Idea Voting Funding Bid Idea Options Book find out more at FESTIVAL DESIGN DNA An initiative of Edinburgh’s Festivals