1. Jackson Woods | Samantha Bennett | Alex Jeffers | Evan Ruszala | Isabella Pineda
DEFINE & DEVELOP

2. Affinity Map
We created an affinity map to identify
the main failures and problems we
perceived after our contextual
research at the Savannah History
Museum.

3. Service Staff
Super friendly
clerk/cashier interaction
Closing Hours
Museum Staff
Guide Maps and Tour
Guides
Tourists
Info
Older people read
through ALL content
Small print on signs
Too much text to read
Awareness
Advertising and
Sponsorship
No signs announce
museum entrance
Website and Web Tours
Complete Rebranding
Children
Changing children’s
exhibits that are inviting
for families
Children get bored after
awhile
Kid friendly attractions
Hats, animals, and jobs
exhibition… what???
Children + Families
Character creation
station (irrelevant to
anything)
Fail
Boring/Dull
Floor tiles look dated
Exhibits feel
uncelebrated and
museum feels always like
its about to close
Do you really feel like
you got something out
of it?
Waste of your money
Interactions
Interactive Exhibit
Scavenger hunt needs to
be more interactive
involving changing
elements in the museum
when you discover them
More digital/electronic
interactions are needed
Some type of hand held
device or headphones
that plays reading
Not taking advantage of
current technology
Papers and knots
Layout
Signs
Confusing side entrance
Increased pathway and
exhibit lighting
Exhibitions are not
organized
chronologically
Gift shop is distracting
right next to the
entrance
Many skipped back
exhibition
Enclosed rooms
Exhibits
Exhibit glorification
(lighting, etc.)
Not positively memorable
exhibits
More information
(maybe some newer
displays)
Dark lighting makes you
sleepy
Tell a story, introduce
Savannah
Events + Special Exhibits
Forrest Gump’s Bench
Interesting artifacts-How
to make content
engaging
Colored Walls
Music and
Sound
Music in the Gift Shop
Music or Period Music

4. Fishbone Diagram
We used a Fishbone
Diagram to identify the main
causes and factors that
contributed and answered
our question “Why does the
museum feel outdated and
uninviting?”

5. Layout Awareness
Interactive
Exhibits
Theme Upkeep Information Entrance
Not Chronologically Ordered
Unmarked children’s area
Back rooms are often ignored
Color coding is irrelevant
Entrances-through back or visitor center
Not interactive
Restrooms are seperated
Very arts and crafty
Not working or extremely dated
Non-Responsive
Do not take advantage of current tech.
Un-inviting
Un-rewarding
No interactive app./program guide
No presence on social media
No Sign
Undeveloped Website
Limited Advertising
Poor use of tourist hotspots
No physical evidence
No themed elements
(guides, music, events)
No grouping based on theme
No option of membership
Interactive elements
(damaged, missing)
Building Maintenance
Exhibits are unexplained
Some exhibits are unfinished or
under renovation
Hasn’t been renovated for over 20
years
Everything looks old, covered in dust
No use of altern. Info delivery
No hierarchy
Outdated TV monitor quiz
Info seems overwhelming
Small print on exhibit descriptions
Lack of material you can
take with you
Entrance is not indicated
No person greeting or guide
No sign or map
Walk through visitor
center or long corridor
Why does the
museum feel
outdated and
uninviting?

6. Four Action Framework
The Four Action Framework
allowed us a new approach
to organize our insights and
identify possible
opportunities.

7. Remove
Movie showing
service and back
space
All non-working
interactive exhibits
Unused displays
(under repair)
Confusing layout
and color-coding
Decrease
Number of
entrances
The amount of
written info.
Distance between
entrance and
museum
Raise
Signage and
awareness
(billboards,
posters)
Hierarchy of text
information
Quality of lighting
Presence in social
media and the
internet
Number of
employees
Coherent flow of
exhibits
Advertising and
promotion at
tourist hotspots
Professionalism of
exhibits
Add
Specific parking
for museum
A kid’s play area
(in back room?)
Themed elements
(people in
costumes, music,
etc)
Physical evidence
(tickets, programs)
Special events
Sign that
announces
museum
Up-to-date
technology
Other ways of
discovering info.
Memberships

8. How can the
museum
increase there
presence in
social media?
How can they
make the
layout for
getting to the
museum more
intuitive?
How can they
make the
journey of the
customer
more easy,
smooth and
more
intuitive?
How can they
bring the
museum to
the modern
era?
What if they
include
interactive
elements and
modern
technology to
fulfill the
needs of this
generation?
How can they
make the
museum more
engaging for
children and
families?
How can they
make the
entrance and
the fact that
there is a
museum
evident?
How can they
find new ways
of delivering
the
information or
making
different info
more
exciting?
How can they
make the
museum look
more
professional
and well
maintained?
More Engaging Easy Flow Advertisement
Strategic Problems

9. Idea Generation
After identifying the main strategic problems the Savannah History Museum
had, and using several lateral thinking tools, we came up with several ideas
which we then affinitized into categories based on their relationship.

10. Technology
Create an app and redesign website to create an outside presence that will make
people remember the museum and want to recommend it to friends. (also
twitter/ facebook /tumblr)
Create elements which interact with smart phones make these optional and extra
Touch-screen display per exhibit.
L.E.D. Illuminations.
Add coke machine that offers over 150 types of drinks
Create posters, brochures, etc. and cross promote with other businesses in the area
Add buttons, voice covers, digital games to engage the viewers

11. Offer memberships and/or donate to the museum
Audio guides triggered by passerbyers
Come up with a rewarding scavenger hunt (maybe unlocks something and wins a prize)
Create a new children’s area with responsive interactive elements that actually appeal to them.
Get trolley tour guides to announce museum and make a stop there
Place brochures discount coupons, posters, and other promotional materials in visitor’s centers
Emphasize movie theater
Add fun weird facts throughout the exhibit
Nice printed tickets that people can save or keep
Add more employees to answer questions or talk about displays
Create a kids section that is sound proof and interactive.
Interactions

12. Signs and Parking
Redesign interior space to have a greater number of visual cues of progression, and less
verbiage and more visuals overall
Develop a separate and dedicated parking area for customers and an easy central
entrance to the museum
Create physical evidence for users to keep (tickets, pin, sticker, map, brochure, etc
Create a logo and a consistent across channels image which is recognizable and
identifiable
Place signs on several sides of building that announce museum is inside
Replace all arts and crafty elements for professional looking ones
Add museum parking signs with arrows to help people navigate
Add signs to direct people to ticket booth
Billboard for history museum in Hilton Head before you get into Savannah

13. Layout
Develop a simpler entrance layout that involves the customer more immediately and has visual cues
guiding them through the building
Develop a rotating theme and/or exhibits that will entice people to revisit the museum
Changing the movie theater into a presentation space for guest speakers invited to the museum
Create an information hierarchy for info which has to be written to make it less overwhelming and more
inviting
Order exhibits chronologically and make it more of a story narrative
Create a path on the floor that directs people from entrance to museum
Get rid of back entrance and indicate where right entrance is
Add a gallery to the long, side hallway
Divide children's section
Add a suspended ceiling
Make museum in chronological order to reduce confusion

14. Events
Host yearly events at times like Fourth of July/Christmas to celebrate city
and its history
Host a civil/revolutionary war reenactment in the battleground
Booths, tents, etc. at savannah events to raise awareness of what museum
has to offer
Reenactments, employees dressed up for school field trips
Add a speak easy themed bar at night for adults to enjoy
Add a savannah film history section to bring in more SCAD people

15. Jackson Woods | Samantha Bennett | Alex Jeffers | Evan Ruszala | Isabella Pineda
THANK YOU