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  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. STAGE FOUR: DELIVERCommunicating your idea your concept a reality.This stage is about communicating the new idea Wrap up at an organisation levelaround your organisation and partners. It’simportant to get buy in at this stage with partners It’s important to wrap the project up at anwho have not been involved in the development organisational level. Share the project and processprocess to ensure smooth implementation. around your organisation and partners. Take time after delivery to reflect on how the process hasEstablishing ownership worked.It’s important at this stage to consider who is Evaluate and Measureresponsible for delivering the idea you havedeveloped. Consider who will front capital for In truth, a project doesn’t finish. This is whatassets that need built and who will cover and take we call continuous improvement. This stage canresponsibility for operational costs. be used to look at the impact of what you have delivered. You can gather both qualitative andWrite briefs / build detail quantitative feedback at this stage. If something isn’t working, fix it, consider yourself working inThis stage is for building any new channels/assets ‘perpetual beta’.you have outlined in the delivery stage to make
  4. 4. DELIVERBLUEPRINT LITE (SMALL)A light blueprint is a great way USE ME TO:to showcase the user journey,the stages of the service and • Display what is in place the touchpoints in one tool. It is within your service to not as detailed as a developed support your user at various blueprint but it shows us the stagesbasic customer journey and • Communicate your service the process of how a service as a whole.or product is delivered and • Document where/if consumed. alterations need to be made • List the touchpoints We work through a lite blueprint involvedin the following way;1. Start with the customer YOU WILL NEED:journey • Pen & paper2. Outline what the processstages are • Blueprint lite template • Post its “A QUICK BLUEPRINT HELPED3. Highlight what touchpointsare used US GET TO GRIP WITH HOW TO4. Consider who would deliverthis backstage DELIVER OUR NEW TICKETING SERVICE”
  5. 5. BLUEPRINT (LITE)Service blueprints are a way to specify and detail each individual aspect of a service. They are visual documents that can detail the entire process and actions involved in consuming and delivering a service.It follows a customer’s actions across multiple touchpoints. It can also detail staff actions and back stage ‘invisible to the user’ actions.CONSIDER THE USER’S PERSPECTIVE, SHOW WHAT THEY ARE DOINGCUSTOMER JOURNEY MAPHIGHLIGHT TOUCHPOINTS USED BY THE USERWHO IS INVOLVED IN THE FRONTLINE DELIVERY OF THIS SERVICE?WHO / WHAT ELSE IS SUPPORTING THIS SERVICE IN THE BACKGROUND? FESTIVAL DESIGN DNA
  6. 6. DELIVERSERVICE EVIDENCING POSTER (SMALL) “MAKING A POSTER IS A REALLY QUICK WAY TO EXPLAIN USE ME TO: OUR CONCEPT TO PEOPLE IN OURA poster is the perfect way tocommunicate any new service/product/offering your festival • Showcase an early ideaorganisation has created. • • Get user feedback Develop your idea ORGANISATION”By drawing or using • Communicate the value of photographs you can show your ideaexactly what your idea wouldlook like if it was real. YOU WILL NEED:The key is to take a photographof your newly designed poster • Paper & pensin context - this really brings • Camerayour idea to life. • Blu-tack/Sellotape
  7. 7. SERVICE EVIDENCING POSTEREvidencing is a way of exploring the proposed touchpoints of a service; how they will look, feeland communicate with the service user. This is about mocking up elements of the service you aredeveloping. It could be a poster, a leaflet, a ticket you receive or a text message. Any element ofthe service which is tangible can be mocked up and photographed in context to bring it to life. What’s your idea called? Use this space to bring your idea to life. Show it as if it is real. FESTIVAL DESIGN DNA
  8. 8. DELIVERW.W.W.W.W.H. (Who.What.Where.When.Who.How) “ANSWERING SIMPLE QUESTIONS ABOUT YOUR IDEA USE ME TO: REALLY GETS YOU OUT OF THATWho, what, where, when, why andhow are guiding titles to ensureyou think about your user and the • Communicate your idea FESTIVAL CABIN FEVER MODE”reasons they are using the service • Design a pitch for your ideaor product you have designed. • Begin a project meetingUse it anyway you like throughoutthe process, but during thedelivery stage you can use this in YOU WILL NEED:the final project phase to clearly • The WWWWWH templatecommunicate and pitch your idea. • Pens & paperFor example you can use both ageneral and specific question;Who will use this?Who is our customer base?What is our new festival offeringcalled?What are we delivering?Where does this new festivaloffering happen?Where does this take place?Why would people use our newfestival offering?Why is this valuable?How do people find out about ournew festival offering?How do people use it?
  9. 9. W.W.W.W.W.HPOPI 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. WHO WHAT WHERE WHEN WHY HOW FESTIVAL DESIGN DNA
  10. 10. DELIVER “A BLUEPRINT IS AN INTENSIVEBLUEPRINT EXERCISE BUT SO WORTHWHILEThe Service Blueprint follows a customer’sactions across multiple touchpoints. It is a will deliver this. Work from these and outline all the actions that can take place under each DOING TO UNDERSTAND WHERE YOURdetailed plan which outlines the interactionsthroughout the provided service; the peopleinvolved, the actions, implementations and the group of events. For example, under the buy ticket stage a CHANGES FIT WITHIN THE EXISTING ECO SYSTEM”route taken and then outlines what channel customer activity may be;(web/phone/face to face) that this action takesplace on. ‘User buys ticket from self service machine on the High Street’Using the Festival Design DNA blueprinttemplate outlined is a ‘basic’ walkthrough of By outlining all these actions we can detailwhat most users might go through. In this what touchpoints need to have briefs createdstage of your project, these may be scrapped for favour for more appropriate titles.A blueprint displays not only what is visibleto the user going through the service but all USE ME TO:of the functions that exist around them - thetouchpoints and behind-the-scenes workings. • Display what is in place within These are all aligned, usually chronologically, your service to support your user to the user experience. At this stage of the at various stagesproject, the blueprint is a final document that • Communicate your service as a can be handed over to consultants who will wholebuild and deliver your service. • Document where/if alterations Blueprints can be made collaboratively at a need to be madesession and tidied up later in the office. The • List what touchpoints need best way to start is thinking about how a delivereduser becomes aware, joins, uses, grows withand leaves a service. These are then crossreferenced with touchpoints, like web, print,face to face to document all the elements YOU WILL NEED:of a service. It’s important to remember thatblueprints are often bespoke, and whilst beginwith an initial framework, should be tailored • Pen & paperto the look and feel of the service they are • Guiding titlesdocumenting. • You may want to make this as a digital layout due to scale and This blueprint comes back to your final userjourneys you have developed from both the complexityvarious customers viewpoint and the staff who
  11. 11. BLUEPRINT Service blueprints are a way to specify and detail each 1. Start with the customer journey. This is the easiest way to individual aspect of a service. They are visual documents that detail the process of how a service operates can detail the entire process and actions involved in consuming 2. Start to highlight touchpoints involved in the customer and delivering a service. journeys so that you can look at what needs to be created to deliver the service It follows a customer’s actions across multiple touchpoints. 3. You can then generate multiple journeys to start pulling It can also detail staff actions and back stage processes. out different touchpoints as they occur on different channels. FINDING OUT WHAT ARE PLANNING WHAT IS THE FINDING OUT MAKING A RECEIVING GO TO FESTIVAL FESTIVAL MORE EXIT FEEDBACK / WHAT’S ON - THE EXTERNAL PURCHASING THE FESTIVAL USER DOING? FESTIVAL EXISTS DECISION TICKETS VENUE NAVIGATION IN MOTION INFORMATION FESTIVAL FOLLOW UP SCOPING FACTORS? EXPERIENCE CUSTOMER JOURNEY MAP HIGHLIGHT THE TOUCHPOINTS CHANNELS POST SMARTPHONE PHONE EMAIL SPACES PRINT WEBLINE OF VISIBILITY 1 STAFF ACTIVITYLINE OF VISIBILITY 2 SYSTEM ACTIVITY FESTIVAL DESIGN DNA
  12. 12. DELIVER “PRODUCING QUALITY SCREENSHOTS AND MODELSSERVICE EVIDENCING (LARGE) HELPED US GET INVESTMENT FOREvidencing is a way of exploringthe proposed touchpoints of a USE ME TO: OUR IDEA”service; how they will look, feel • Test ideasand communicate with the service • Develop ideasuser. It is a methodology originally • Get user feedbackdeveloped by live|work and • Explore your idea involves the creation of objects 3-Dimensionallyand images to gain feedback onthe individual touchpoints. It is ananimated method, gaining tangible YOU WILL NEED:evidence of future ideas and aidsthe designers of the service as • Pens, paper & gluethey can quickly receive feedback • Cameraon concepts. • A location (or graphic software to create suitable background)This is about mocking up • A storyboard you have created elements of the service you are to pull out touchpointsdeveloping. It could be a posterabout your new service to getmore people to the festival, aleaflet explaining how to buytickets from a self service standon the High Street, a ticket youreceive or a text message toadvertise other shows people maylike. Any element of the servicewhich is tangible and can bemocked up and photographed incontext to bring it to life
  13. 13. SERVICE EVIDENCING (LARGE)Evidencing is a way of exploring the proposed touchpoints of a service; how they will look, feeland communicate with the service user. This is about mocking up elements of the service you aredeveloping. It could be a poster, a leaflet, a ticket you receive or a text message. Any element ofthe service which is tangible can be mocked up and photographed in context to bring it to life. Think about different ways to bring your ideas to life, test the with your user group or use in a pitch. Model it: Using basic materials; card, Diagram it: Make your idea visible, to scissors, glue, paper means that you can explain the many parts to others. this will quickly construct, share and change your help you simplify it for yourself, and for ides. Don’t be precious! your explanations to others. Act it out: Take on the roles of the various service providers and users. Act the scenarious that they encounter, changing elements as you go. You’ll be surprised how quickly your idea Build it: Make some sketches of a website, starts to alter. buy a domain or work on a wordpress site - with so many themes out there you’ll be sure to find one to fit. FESTIVAL DESIGN DNA
  14. 14. DELIVER EVENTS/PLATFORMS/TOOL “OVER 50 PEOPLE CAME TO OUREXHIBITION EXHIBITION. IT WAS A GREATAn exhibition is a great way toset a deadline on pulling final USE ME TO: CHANCE TO INTRODUCE OUR NEWplans together and ensuringthat work remains visual and • Get people on board with your idea SERVICE”understandable. • Gain feedback • Produce the final conceptThis event allows you to bring • Communicate and share the together people who were conceptinvolved in the project, andstakeholders who haven’t butwill be part of the implemented YOU WILL NEED:solution. • A suitably spacious venueYou can use it to gain feedback • Visual materialbut importantly in the final delivery • Invitationsstages, this event can get theimportant people on board youneed, to realise your idea, or getthat extra bit of funding etc.You can show the final endproduct here, either by postersthat have been mocked up, a miniadvert made about it, or the finalblueprint. Remember and showpeople the process of how yougot there, who you involved, this isimportant to get people on board.
  15. 15. 4 1 DELIVER DISCOVER 3 2 DEVELOP DEFINE EXITSLIDEDECK OF FINDINGSA Slidedeck of findings is ideal USE ME TO:to present back what you foundduring the discovery phase. • Share your findings. • Get buy in for the definition Try to not use Powerpoint, and stageavoid lots of words. What youwant to do is show a visually YOU WILL NEED:compelling story, bringingtogether what you found out • Slideshare if you want to and the faces behind this publish the findings onlineresearch. • A projector & suitable roomUse the visual material yougenerated, people will be ableto relate with it much morethan bullet points or a standardreport. “OUR SLIDE DECK WAS IDEAL TO COMMUNICATE THE RESEARCH WE HAD DONE WITH PARTNERS”
  16. 16. 4 1 DELIVER DISCOVER 3 2 DEVELOP DEFINE EXITEVALUATE AND MEASURE “GETTING AN EVALUATOR IN WAS CRUCIAL TO GET SOMEEvaluation can be done here in USE ME TO:several different ways. • Prove what you are doing is NUMBERS BEHIND OUR IDEAS”It might be useful at this stage rightto evaluate the approachyou’ve taken. YOU WILL NEED:Does the way you’ve doneresearch tell you more than • A survey to collect dataprevious ways of conducting • A professional evaluator market or customer research? (recommended)You could also evaluate andbring professionals in to lookat the potential impact of yourideas that you are thinking totaking forward.This may help you to choose ifthere are multiple ideas to goforward with.Contrasting and comparingimpact versus cost is a goodway to move forward whenfaced with many ideas.
  17. 17. 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.
  18. 18. 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
  19. 19. 4 1 DELIVER DISCOVER 3 2 DEVELOP DEFINE EXITEVALUATION TOOLIn truth, a project doesn’t finish. The‘project’ can be left at two stages here, USE ME TO:either to look for funding to implement thesolution across festivals or to make it real • Gain insight on the impact and then use the design process again to your service has hadevaluate how it works in practice. This iswhat we call continuous improvement.Evaluation can be done here in several YOU WILL NEED:different ways.It might be useful at this stage to evaluate • A survey to collect datathe approach you’ve taken. Does the way • Professional evaluatoryou’ve conducted this project tell you • Customers to interviewmore than previous ways of conductingmarket or customer research?You could also evaluate and bringprofessionals in to look at the impactof what you have delivered. On theflip side, you can get some qualitativeand quantitative feedback at thisstage. Use surveys to gauge customerexperience, perhaps focus on some of theproblematic areas you were solving. Doesyour solution improve the experience? “WE SPENT TIME GOING BACK TO THEQualitative feedback is also important.Can you go back to the same usersyou worked with in the beginning of the SAME CUSTOMERS AFTER WE HADprocess and find out what they thinknow? Do they think the experience isbetter? Capture these on camera, happy DELIVERED THE SERVICE TO MAKE SUREcustomers means more customers. THEY WERE HAPPY”
  20. 20. The final stage that gets you ready to deliver your idea into reality. Finish the concept, communicate and build it. Includes; Blueprint (Lite) Service Evidencing (Poster) WWWWWH Service Blueprint Service Evidencing (Full) Exhibition Slidedeck Evaluate & Measure Idea Options Book Funding Bid Evaluation Tool find out more at FESTIVAL DESIGN DNA An initiative of Edinburgh’s Festivals