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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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  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 THREE: DEVELOPDeveloping Your Idea: stages, on a larger and more detailed scale until you are happy with how the concept works.An idea doesn’t stop on a napkin, This stage isabout developing it into a fully formed concept.Making Your Prototype:This stage allows time to make plans and develophow you will run a prototype and evaluate it.Delivering The Prototype:This stage is the time where you will run yourprototypes and test your target audiences responseto it.Repeat:Prototyping is an iterative process. It doesn’t startand stop anywhere in particular. Repeat these
  4. 4. 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.
  5. 5. 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
  6. 6. DEVELOPSTORYBOARDWe’ve all seen films, read books,told a joke; stories are one of the USE ME TO:easiest ways to get an idea across. • Communicate an ideaServices benefit from being turned • Develop an idea around how into stories because they happen people use itover time, they have a natural • Think about all angles of a narrative. Using stories allows servicefor central characters (users)supporting cast (staff) and abeginning, middle and end (service YOU WILL NEED:blueprint). • Paper & PensUse a simple template to buildone, like a comic book layout, and • The storyboarding template “I HAD A NEW IDEA FOR THE DELEGATE EXPERIENCE,draw (yes, even stick men) a visualstory. Start in the middle with theoutcome/the value your idea offers STORYBOARDING ALLOWED MEand work on either side if you arestuck where to begin the story. TO COMMUNICATE HOW ITYou might start with the idea of awebsite showing you where venuesare and if they have disabled toiletsor not, but elaborate on this idea bythinking about how the informationgot there, and if people review the UNFOLDS FROM THEIR COUNTRYinformation about the amenity afterthey have used it. Storyboarding willallow you to think this through and TO THE HOTEL””really work up an idea.
  7. 7. STORYBOARDINGWe’ve all seen films, read books, told a joke; stories are one of the easiest ways to get an ideaacross. Services benefit from being turned into stories because they happen over time, they havea natural narrative. Using stories allows for central characters (users) supporting cast (staff) and abeginning, middle and end (service blueprint). Start in the middle with the outcome/the value youridea offers and work on either side if you are stuck where to begin the story.
  8. 8. DEVELOPPROTOTYPE CHALLENGE LITE (MOCK UP, LEGO, STAGING)Prototyping is a quick way to testyour ideas. We all prototype every USE ME TO:day when we try a new recipe or takea new route to work. Prototyping your • Test Ideasidea may involve cardboard, paper or • Develop ideaslego. It doesn’t matter what it looks • Get user feedbacklike. To use this method you will need • Communicate the idea in your your imagination to bring your ideas headto life. Working with a partner or teamis great for this to run through how anidea might work. YOU WILL NEED:You could run a challenge to really getpeople to make their ideas real in a • Pens & paperworkshop - all you need to do is put • Imaginationdown a box of materials and make itmandatory for participants to showhow their idea looks and feels usingthe materials in the box. Try usingtechniques from the Festivals DesignDNA toolkit like ‘mock up’, ‘desktopwalkthrough’ or ‘staging’ to getpeople making their ideas.Your prototypes should develop “WE MADE OUR IDEA REAL IN UNDER 10 your idea does. Starting offwith montages of existing servicesand elements that you would like WE PROTOTYPED A NEW APPto include/draw inspiration from,through to more realistic examples oftouchpoints and interfaces. The ideaof a prototype is to test your idea andreceive feedback, so you shouldn’tbe too precious about it. Keep yourprototypes quick and simple. FOR THE FRINGE”
  9. 9. PROTOTYPE CHALLENGE (LITE)Your 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.You could .... Model it: working in 3D is Build it: buy a domain or a great way to construct use a wordpress site. the look and feel, and change your ideas quickly. Roleplay it: a quick and Diagram it: this might help easy way to test people’s to explain the component reactions to your ideas. parts of your idea. FESTIVAL DESIGN DNA
  10. 10. DEVELOP “ONCE WE HAD HANDED OVER OUR APP TO OUR CUSTOMERSPROTOTYPE CHALLENGE (take prototypes to users) IT WAS CLEAR TO SEE WHATPrototyping is a quick way totest your ideas. We all prototype USE ME TO: WORKED AND WHAT DIDN’T”every day when we try a new • Test ideasrecipe or take a new route to • Develop ideaswork. Prototyping your idea may • Get user feedbackinvolve cardboard, paper or lego. • Communicate the idea in your It doesn’t matter what it looks like. headTo use this method you will needimagination to bring your ideasto life. Working with a partneror team is great for this to run YOU WILL NEED:through how an idea might work. • Paper, pens, glue. • Electronic DevicesThis challenge differs from the lite • (Standard Art Attack or Blue Peter version of prototype challenge set)because we bring users in here.You can do this in two ways;1. Bring them into your prototypechallenge workshop. Be clear onwhat the outcomes are and whatyou will be doing.2. Take your prototypes out totheir homes/workplace. Find outwhat they like and dislike aboutyour idea. Most importantly, giveusers the opportunity to get theirhands on your prototype, this iswhen you find out how they reallyfeel about it.
  11. 11. PROTOTYPE CHALLENGE (TAKE PROTOTYPES TO USERS)Prototyping is a quick way to test your ideas. We all prototype every day when we try a newrecipe or take a new route to work. Find out what they like and dislike about your idea. Mostimportantly, give users the opportunity to get their hands on your prototype, this is when you findout how they really feel about it. You can either bring your users into your prototype challenge workshop or take your prototypes out to their homes/workplace. YOUR E PROTOTYP g turin o- cap Vide users r you ions to ll t i eac sw ial r totype ke init pro r ma t you l a lot, collec a u reve that yo e sur ata. d this FESTIVAL DESIGN DNA
  12. 12. DEVELOPSTAGINGStaging is about acting out your newservice or product in use to help develop USE ME TO:ideas further. Choose a couple of actorsand someone to play the director. • Develop and test new ideas • Bring staff into the development Using prompts like personas, user processcharacteristics, a basic story or a new • Uncover new insights and idea, staff and/or customers can act outservice experiences. opportunitiesParticipants in the staging exercise areasked to interchange between roles in the YOU WILL NEED:scenarios so different perspectives canbe gained and ideas driven forward. It • The project teamis advised to film this exercise so it can • A prompt (template format)be analysed afterwards. You can usethis to demonstrate the concept to your • A video cameraorganisation, product development teamor stakeholders.Staging is a great communication tool,but more importantly a developmentexercise. By acting out the service, thedirector can shout cut to show momentswhere there might be a pain point withyour idea, or where there is a opportunityto change an element of your process. “STAGING REALLY BROUGHT TO LIFE OUR WELCOME EXPERIENCEEvaluation afterwards is crucial to findwhat worked and what didn’t. You cando this using discussion, or the POPIframework to develop thinking aroundhow to improve the offering you havedeveloped. Another alternative is to filmthe staging and watch it back, this allows TO OUR VENUE”you to go more in-depth into the processand design you are suggesting.
  13. 13. STAGINGStaging is about acting out your new service or product in use to help develop ideas further.Choose a couple of actors and someone to play the director. Script this using personas,characteristics, a basic story and the idea, staff and/or customers can act out serviceexperiences. What ne impro eds ved? Scene s r? 1. ed irecto Wh o is th Stickin 2. g poin ts? t’ 3. all ‘cu role is to c pot a ‘pain Their ey s y are ime th e the 4. e very t the servic y, you can ’ in wa point ing. That ts as you 5. itne ss stmen w ju ke ad all ma go. ice, serv s the oment g out te m ctin ica e By a an ind might b r u c here yo e t y ou a r with is whe n point re there e an i g a pa or whe o chan ess. id ea, unity t r proc ort ou ds opp ent of y fterwar t elem ation a ha t. dw ’ Ev alu al to fin at didn ru ci w h is c ed and w ork FESTIVAL DESIGN DNA
  14. 14. DEVELOPDESKTOP WALKTHROUGHThe function of a desktop USE ME TO:walkthrough is implied in thetitle - they are walkthroughs • Test ideasthat can be done from your • Bring to life intangible desk. concepts • Develop ideasUsing figurines, complex • Share your thinking with services can be brought to life stakeholdersand visualised in 3D, enhancing • Gain feedback from your paper sketches. customersTypically, the method will usea customer journey and other YOU WILL NEED:‘actors’ to imagine a service. • Plastic figurines, LegoSmall touchpoint props can be • Paper, glue, pens mocked up and a persona can • Camera to capture the process “WE USED LEGO TO LOOK ATbe taken through the service.Do this with stakeholders, orjust on your own to bring to lifea service and question how itworks. HOW PEOPLE WOULD MOVE DOWN THE HIGHSTREET”
  15. 15. DESKTOP WALKTHROUGHThe function of a desktop walkthrough is implied in the title - they are walkthroughs that can bedone from your desk. Using figurines, complex services can be brought to life and visualised in3D, enhancing your paper sketches. Typically, the method will use a customer journey and other‘actors’ to imagine a service. Small touchpoint props can be mocked up and a persona can be taken through the service, with stakeholders, or just on your own to bring to life a service and question it. Some points to consider when creating your walkthrough: Who is going to be included in the story? Where do the elements of the story take place? Do you need scenery? What particular points do you want to illustrate? Do you need ‘supporting actors’? How will you mock up your touchpoints? How will you differenciate between existing and new service offerings? How many stories/ people do you want to walk though? Set your scene: think about where you are going to work, how much space do you need? tos ng pho our Taki ch of y a t of e ens tha o s’ m ed t ene be us rd, ‘sc can boa they a story al n . form additio riptions wit h s c n de w ritte FESTIVAL DESIGN DNA
  16. 16. 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”
  17. 17. 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
  18. 18. DEVELOP “WE TOOK OUR PROTOTYPEEXPERIENCE PROTOTYPE (LARGE) INTO THE VENUE AND ASKED PEOPLE TO TRY IT OUT”During the development of yourservice, it is important to use different USE ME TO:tools to test from different angles. • Test ideasThe service user and provider • Develop ideasexperience a simulation of the final • Get user feedbackservice through it’s touchpoints. This • Gain experiential feedbackdoes not need to be in situ, it canbe in the studio/office context, but itdoes need to involve actual serviceproviders and/or users. YOU WILL NEED: • Service users and providers This type of prototyping is useful for testingto explore the performance of theservice against it’s users. You may • Incentives (sweets, biscuits)want to test a new concierge service • Mock-up/prototypes of for delegates who have been invited touchpointsby your festival organisation. • Camera/Video camera • Pens, paper & post itsWhy not rent a space like the MeltingPot and use cardboard to mock up anairport arrivals space and the insideof the car and materials providedwhen taking the delegate from airportto hotel. Have someone film theexperience and then review it backwith the user. What was brilliant, andwhat could have been better?By bringing it to life is where you willfind most useful feedback to developyour final proposition.
  19. 19. EXPERIENCE PROTOTYPINGDuring the development of your service, it is important to use different tools to test from differentangles. The service user and provider experience a simulation of the final service through it’stouchpoints. This type of prototyping is useful to explore the performance of the service againstit’s users. This does not need to be in situ, it can be in the studio/office context, but it does need to involve actual service providers and/or users. Think about the scenes that you want to try out through experience prototyping - sketch them our like a customer journey map to give you some structure. Think about setting your scene: where will you try eed? o you n laces... out your idea, how much space will you need? What What d eople, p p contectua details do you need to include? Props, Who is involved + roles ring o-c aptu e Vide servic rs r you rovide nd p rs a e new will use f th o ring ks use ce offe at wor i h serv you w s a little w sho at need pment. h & w develo e mor FESTIVAL DESIGN DNA
  20. 20. DEVELOP EVENTS/PLATFORMS/TOOLMAKE DAY - PROTOTYPE/DEVELOP IDEA SESSIONS “A MAKE DAY GETS EVERYONE ON THE SAME PAGE. THIS IS USE ME TO: ABOUT MAKING IDEAS REAL”The development stage is all aboutprototyping. But sometimes it can bedifficult to do this alone as an individual,or difficult to find the time to run • Build prototypesprototypes and mock up touch points • Get feedbackwith the day to day running of your • Generate excitement around your organisation. projectA make day is about making the spaceand time to bring ideas to life. Theseideas may have come from within yourown festival organisation, using feedbackyou’ve had from customers or working YOU WILL NEED:with the Edinburgh Innovation Lab’s idea • A box of ‘stuff’ (scissors, paper, portal. pens, glue, cardboard, toys, pipe Gather together the people behind the cleaners & objects so that ideas ideas by bringing people from your really can be mocked up and organisation together with outsiders brought to life)who are good at making ideas real with • Paper & Penstheir hands to develop your concept into • Storyboarding templatephysical touchpoints. • WWWWWH templateTo get everyone on board with an idea,use storyboarding to bring it to life andthe WWWWWH template. This could bedone as preparation to the event or as agroup activity together.These artefacts are great to showcaseideas and test them out during this day.End the day with a presentation on whatyou’ve produced so that people really geton board with your concept.
  21. 21. DEVELOP EVENTS/PLATFORMS/TOOLINTERVENTION DAYIntervention day is about takingyour idea of how a service could be USE ME TO:improved and making it happen to seewhat the results are. • Test your ideas on a larger scale • Test new methods & techniques This is about understanding where of prototypingthere may be pain points in the serviceyou offer and testing the ideas you haveto improve it or simply testing one ofthose lightbulb ideas you have. YOU WILL NEED: • A planTake for example a ticket booking • An agendaoffice. Assemble a team of people • A clear idea of the goals & aims who have knowledge on how this of the dayworks (ideally someone purchasing aticket, the box office staff, the festivalorganisers) and review what elementsare not working.Then generate ideas to change andintervene in the current way thingsare done. Create a set of questionsyou want to ask yourself around howthe box office experience improvedbecause of your intervention.If the answer is yes, and it did improve, “MAKING AN INTERVENTION WAS QUICK,you will have just successfullyprototyped an intervention, a changeto the service you were offering that EASY AND CHEAP WAY OF SEEING HOWmakes the experience better. Anexample of an intervention mightinclude; altering the process of buying a WE COULD ALTER THE FESTIVALticket. Why not try mobile ticket sellersafter shows in venues? EXPERIENCE”
  22. 22. 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.
  23. 23. 4 1 DELIVER DISCOVER 3 2 DEVELOP DEFINE EXITWRITE A BRIEF (DEVELOP)At this stage, after developing ideas youmay want to write a brief to bring other USE ME TO:professionals in to help you deliver thesolutions. A brief is to outline the aims,objectives and milestones of your project. • Gain traction within your This brief needs to be thorough and articulate organisationwhat you want, setting parameters on whatis to be delivered. Before sending the brief • Reflect on your processout, try sharing this with other colleagues, this • Succinctly communicate your will help to make sure you are communicating ideaclearly what you want. Remember thatemotive language can be used in a brief, wecan all relate to it and it will allow you to reallyemphasise what you are trying to achieve.This document will become your main point ofreference between you and the development YOU WILL NEED:team. • Any publishing softwareEnsure that this document includes:1. Your aims:What does your design aim to do? Is itto encourage more people to come to thefestival? “WE WROTE UP A BRIEF TO FIND2.Your target audience:Who will use this? What age group, sex,income bracket, location are your targetaudience for this. Include some of your PEOPLE WHO COULD BUILD OURearlier design work, it will help to inform thedevelopment team.3.Your budget and timescale: SOLUTIONS”Even if the figure is ball-park, a budgetestimation helps a company to respond to yourealistically on what can be delivered for theamount you are offerings4. Examples: Show examples of other servicesand products that are similar to your vision
  24. 24. 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
  25. 25. A process to develop your ideas into full blownconcepts, taking you through iterative runs to test your idea until it is ready to deliver. Includes; Idea Sketch Storyboarding Prototyping Challenge (Lite) Prototyping Challenge (Full) Staging Desktop Walkthrough Mock Up Experience Prototype Make Day Intervention Day Hack Day Brief Funding Bid find out more at FESTIVAL DESIGN DNA An initiative of Edinburgh’s Festivals