An introduction to YBCA's brand and guest experience for first year d.school students.

1. DESIGNING ON-BRAND
CUSTOMER EXPERIENCES
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YERBA BUENA SITE – MID 1960’S

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YERBA BUENA SITE – LATE 1990’S

4. YBCA HISTORY
• District flagged for “redevelopment” in 1960’s
• Years of political & civic strife ensued
• Development = displacement of thousands of people
• 87 acre Gardens project anchored by a new convention
center (Moscone) and a new arts center (YBCA)
• Doors to YBCA open in 1993
• Founding circumstances inform our work to this day
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5. YBCA IS NOT A MUSEUM, IT’S A CONTEMPORARY ART CENTER
• Multidisciplinary
• Non-collecting
• Art of today & living artists
• Art and civic programs given equal weight
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TARGET AUDIENCES

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CREATIVE CHANGEMAKERS

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CREATIVE CHANGEMAKERS

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UPBEAT ENGAGED

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UPBEAT ENGAGED

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17. TO US, INCLUSIVE MEANS…
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• “I feel welcome”
• “I feel like I know how to participate”
• “I feel valued”

18. DESIGN CHALLENGE
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What are ways to create a sense of
inclusion for YBCA visitors?

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27. CONSIDERATIONS
• YBCA is a two building campus
– 701 Mission: Galleries, screening room, event space, admin offices
– 700 Howard: Theater (only open for performances)
• Gallery exhibitions are how most people experience YBCA for the
first time, and are our highest attended events
• 701 Mission building currently has three free public spaces
– Front plaza
– Grand lobby
– Café (closing end of Feb)
– Note: We do not have jurisdiction over Yerba Buena Gardens
• Visitors encounter various frontline staff
– Visitor Services (ticketing & info)
– Security
– Gallery guides
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28. WHAT’S OFF LIMITS
• Curatorial decisions – The types of artistic programs we
present, when we present them, etc.
• Infrastructure changes – Anything requiring significant
architectural work or financial capital
• Visual identity – The way we aesthetically present our
brand to the public
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29. COME AND VISIT US
• You’ll get free (gallery) admission til the end of February
• Public spaces open at 8:00am/Galleries at 11:00am
• Galleries close at 6:00pm Tues, Wed, Fri-Sun and 8:00pm Thu
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30. QUESTIONS?
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