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Augmenting the Real with Digital - Creating Magical Moments
 

Augmenting the Real with Digital - Creating Magical Moments

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We create digital experiences for museums, but how do we create magical moments for people that use digital without distracting from them from the physical environment. This is the beginning of our ...

We create digital experiences for museums, but how do we create magical moments for people that use digital without distracting from them from the physical environment. This is the beginning of our thinking of how to use digital challenge and surprise to delight audiences.

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    Augmenting the Real with Digital - Creating Magical Moments Augmenting the Real with Digital - Creating Magical Moments Presentation Transcript

    • Frankly, Green + WebbCreated for: Presented by: Date issued: MEX March 2014 Lindsey Green + Alyson Webb March 2014
    • Frankly, Green + Webb User Screen Space
    • Frankly, Green + Webb Users Objects Screens Space
    • Frankly, Green + WebbCreated for: Presented by: Date issued: Science Museum Alyson Webb & Paul Tourle 5th August 2013 Augmenting the Real with Digital: Creating Magical Moments
    • Frankly, Green + Webb
    • Frankly, Green + Webb
    • Frankly, Green + Webb What do we do?
    • Frankly, Green + Webb Our primary user experience is the space
    • Frankly, Green + Webb We want to connect them to the space
    • Frankly, Green + Webb By helping them connect with others
    • Frankly, Green + Webb And connect with the ideas
    • Frankly, Green + Webb User has be able to: •grasp a new experience instantly •use in a new context •use with very little help •always there when you need it but never gets in the way •First and one time only moment Magical moments aren’t a nice to have, they are a must have. The digital context
    • Frankly, Green + Webb Our users want the physical space augmented Our users to consume content about stuff Our users want help them create their own special experience of the space Our users need help to locate where they are
    • Frankly, Green + Webb Our users don’t really know digital could help them do that Our users have quite a nice time without digital
    • Frankly, Green + Webb Our users have a low drive to use mobile
    • Frankly, Green + Webb But we know when we get digital right here, it means…
    • Frankly, Green + Webb More memories, more learning
    • Frankly, Green + Webb More likely to come back
    • Frankly, Green + Webb More likely to connect with the organisation
    • Frankly, Green + Webb More likely to share the experience
    • Frankly, Green + Webb More likely to spend
    • Frankly, Green + Webb More companies are wanting to differentiate their physical offer from the digital offer
    • Frankly, Green + Webb But use of digital augmentation is becoming more prevalent
    • Frankly, Green + Webb 1. What is a magical physical experience? 2. How can we design for magical augmented experiences? 3. What challenges lay ahead?
    • Frankly, Green + Webb Magical physical experience
    • Frankly, Green + Webb How to spot a Magical Experience Do • Share stories about the experience • Plan to extend learning • Pointing Say •Wow – Oh – ooh! •Laugh •I realised… •Look at this •You should try this Think • Experienced something special • Connection to another person or ideas Feel • Surprise • Goosebumps • Lucky • Accomplishment • Connectedness
    • Frankly, Green + Webb 1. What is a magical physical experience? 2. How can we design for magical augmented experiences? 3. What challenges lay ahead?
    • Frankly, Green + Webb EXPERIENCE PRINCIPLE #1: Deliver Challenge + Surprise
    • Frankly, Green + Webb You can’t challenge or surprise anyone if you don’t empathise with them. INSIGHT #1:
    • Frankly, Green + Webb What users want and expect changes how you interact with the experience Same for digital and physical INSIGHT #2:
    • Frankly, Green + Webb Monday: Tourist Sunday: Child-Led
    • Frankly, Green + Webb Example: Cultural Heritage in Wales
    • Frankly, Green + Webb RESEARCH: 1.Empty nesters 2.Know the county 3.Want to experience the beautiful views 4.Outdoor types 5.Passing interest in Cultural Heritage 6.Don’t understand how tourism offers relate to their needs 7.Very little signal Example: Cultural Heritage in Wales Not enough to want a Cultural Heritage experience
    • Frankly, Green + Webb ACTION: 1.Address Motivation - have a unique experience and appreciate the beauty of the county 2.Create a Challenge – help them try something simple that they are interested in doing 3.Deliver Surprise – help them discover how the history impacts on both Example: Cultural Heritage in Wales
    • Frankly, Green + Webb Example: Cultural Heritage in Wales TRUST • Acknowledge user needs through self identication • Use first person CREATE • Build on existing create behaviour • Apply ideas through storytelling LOCATE • Offer an alternative layer of understanding about a location • Use images as feedback of location • Identify attention grabbing features to reference
    • Frankly, Green + Webb PROCESS PRINCIPLE #1: Design the physical experience first
    • Frankly, Green + Webb Screen experience Focus empathy here Physical experience And then here
    • Frankly, Green + Webb PROCESS PRINCIPLE #2: Design in the space and test in the space
    • Frankly, Green + Webb Example: Telling stories with tablets Research for Museum of London “…the saxon roundhouse where we sat and watched the videos and then thought about what made our house a home and what differnces the were between ours and theirs”
    • Frankly, Green + Webb EXPERIENCE PRINCIPLE #3: Give focus to the digital when it matches the physical experience
    • Frankly, Green + Webb 1. What is a magical physical experience? 2. How can we design for magical augmented experiences? 3. What challenges lay ahead?
    • Frankly, Green + Webb We are looking to answer these questions too: 1. As visitors with their own digital augmentation how do we help them create magical moments? 2. How do you time the augmentation and scale it to different users needs? 3. How are we/you going to work with physical designers to create a service that is both physical and digital
    • Frankly, Green + Webb e: alyson@franklygreenwebb.com lindsey@franklygreenweeb.com t: @FranklyGW @aly_webb @lindsey_green
    • Frankly, Green + Webb If you’re wanting help thinking more about this and the other opportunities and challenges around digital interpretation – get in touch. Our work is a mixture of: •Design research for helping understand how audiences use digital technologies in the cultural heritage sector •Strategic planning and concept development - for funding applications such as heritage lottery funding •Implementation i.e getting in up to our elbows in order to help these types of projects get up and running. Find out more at: http://www.franklygreenwebb.co m