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How Museums Can Use the Design Thinking Process to Delight and Engage Visitors

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Talk at MuseumNext 2014 conference in Newcastle, UK.

How Museums Can Use the Design Thinking Process to Delight and Engage Visitors

  1. 1. How Museums Can Use the Design Thinking Process to Engage and Delight Visitors Dana Mitroff Silvers 19 June 2014 MuseumNext, NewcastleGateshead, UK Image  courtesy  Jana  Byington-­‐Smith  
  2. 2. Image  from  flickr  by  Knight  Center  of  Digital  Excellence   h?ps://www.flickr.com/photos/kcode/2879429718/   “Redesign the xyz feature of xyz site…”
  3. 3. WWhat   Let’s  redesign   the  sharing   feature.   Users  want     a  new  image   viewer.   How  about  a   new  app?   Image  from  flickr  by  Knight  Center  of  Digital  Excellence   h?ps://www.flickr.com/photos/kcode/2879429718/  
  4. 4. What if we start here?
  5. 5. Images  courtesy  Ahree  Lee,  J.  Paul  Ge?y  Trust  
  6. 6. Today’s talk What is design thinking? How museums are using it. 5 takeaways
  7. 7. Who I am Designing Insights Design Thinking for Museums
  8. 8. Image  by  Vincent  Bloch  from  Wikimedia  Commons   11 years @ SFMOMA
  9. 9. So what is design thinking?
  10. 10. What is design thinking? a human-centered framework for problem-solving and innovation
  11. 11. Human-centered
  12. 12. Human-centered starts with the needs of visitors
  13. 13. Image  from  flickr  by  The  Bees   h?ps://www.flickr.com/photos/thebees/4982556761/   people + stories behind your data
  14. 14. Image  ©  P.M.  Carlson   not just the what, but the why
  15. 15. so we can develop better products, services, and experiences
  16. 16. that delight and engage Image  by  Jim  Richardson  /  SUMO  
  17. 17. Image  by  the  Stanford  d.school   The framework
  18. 18. Empathize Define Prototype Test Ideate REPEAT! Image  by  the  Stanford  d.school  
  19. 19. Image  courtesy  Michael  Edson,  Smithsonian  Ins_tu_on   it starts here
  20. 20. get away from your desk
  21. 21. observe
  22. 22. seek stories + listen
  23. 23. look for insights + surprises
  24. 24. discover + define the problem/opportunity
  25. 25. WWhat   Let’s  redesign   the  sharing   feature.   Users  want     a  new  image   viewer.   How  about  a   new  app?   Image  from  flickr  by  Knight  Center  of  Digital  Excellence   h?ps://www.flickr.com/photos/kcode/2879429718/   before you jump to solutions
  26. 26. Image  copyright  P.  M.    Carlson   generate ideas + defer judgment
  27. 27. flesh out ideas to test
  28. 28. fast + lo-fidelity Image  copyright  P.  M.    Carlson  
  29. 29. Image  by  Jim  Richardson  /  SUMO  
  30. 30. Image  courtesy  Michael  Edson,  Smithsonian  Ins_tu_on     Image  courtesy  Ahree  Lee,  J.  Paul  Ge?y  Trust  
  31. 31. Image  by  Jim  Richardson  /  SUMO  
  32. 32. Design thinking in action Image  by  Roman  Fuchs  from  Wikimedia  Commons  CC  BY-­‐SA  3.0    
  33. 33. Redesign exhibition web pages
  34. 34. -visitors check the website before a visit -arrive with agenda in mind Assumptions
  35. 35. Why did you visit today? Walk me through your visit… Tell me more…   Image  courtesy  Cathy  Bell,  J.  Paul  Ge?y  Trust   Empathy interviews                                          
  36. 36. Images  courtesy  Ahree  Lee,  J.  Paul  Ge?y  Trust   Define + ideate
  37. 37. Findings + insights -most visitors don’t check Getty website in advance -overwhelmed when arrive -need help getting started once on-site Image  by  Roman  Fuchs  from  Wikimedia  Commons  CC  BY-­‐SA  3.0    
  38. 38. Images  courtesy  Ahree  Lee,  J.  Paul  Ge?y  Trust   Prototypes for digital
  39. 39. Images  courtesy  Ahree  Lee,  J.  Paul  Ge?y  Trust   Prototypes for digital
  40. 40. Image  courtesy  Ahree  Lee,  J.  Paul  Ge?y  Trust   Prototypes for in-gallery
  41. 41. Images  courtesy   Amanda  Ramirez   ©  J.  Paul  Ge?y  Trust   Please note: tour capacity may be limited. Orientation Film Museum Entrance Hall Self-Guided Tours Explore the collection and exhibitions with an iPod touch, available for FREE at the Getty- Guide® Desk in the Museum Entrance Hall. 10:15 a.m. Architecture Tour Discover more about Richard Meier’s architecture and the design of the Getty Center site in this 45-minute tour. Meet the docent outside at the bench under the sycamore trees near the front entrance to the Museum. 10:30 a.m. Exhibition Talk: Jackson Pollock’s “Mural“ This 30-minute talk examines Jackson Pollock’s Mural (1943), an iconic example of 20th- century American painting. See it for the first time since its conservation at the Getty. Meet the docent at the Information Desk. 11:00 a.m. Collection Highlights Tour This one-hour tour provides an overview of major works from the Museum’s collection. Meet the docent at the Information Desk. Architecture Tour (See 10:15 a.m.) AT THE GETTY CENTER Friday, May 2, 2014 Museum hours: 10:00 a.m.–5:30 p.m. TODAY TODAY AT THE GETTY CENTER Friday, May 2, 2014 Museum hours: 10:00 a.m.–5:30 p.m. Self-Guided Tours Explore the collection and exhibitions with an iPod touch, available for FREE at the GettyGuide® Desk in the Museum Entrance Hall. Orientation Film Museum Entrance HallStart Here Tours Irises by Vincent van Gogh A favorite of the Museum’s impressionist paintings collection. Museum, West Pavilion, 2 Upper Level, Gallery W204 In Bloom: The Wisteria is in full force! On the Arbor walkway adjacent to the Restaurant. Jamie, a Web designer laughs at Joke Glass This rare glass was designed to be as difficult as pos- sible to drink from without spilling. See why else it is no ordinary glass. Museum, North Pavilion, Gallery N104 #GettyPose with The Vexed Man Make a grimace or a scowl to match the sour expression seen on this sculpture bust. Museum, West Pavilion, Gallery W102. Audio Tour A Royal Passion: Queen Victoria and Photography Pick up an iPod touch in the Museum Entrance Hall and visit the exhibition in the Museum, Center for Photographs, West Pavilion Highlights STAFF PICK Before After (in-progress!)
  42. 42. Photo  by  Andrew  Delaney/   Mindset and methodology Summing up…
  43. 43. Design Thinking Approach Traditional Approach Insight-driven   Assumption-driven   Iterative   Linear   Rough prototypes   Beta versions   Doing + testing   Talking + talking  
  44. 44. 5 big takeaways 1.  Get away from your desk 2.  Question assumptions 3.  Define problems /opportunities before solutions 4.  Prototype and iterate early and cheap 5.  Spend less time talking, more time doing
  45. 45. Blog: DesignThinkingforMuseums.net Web: DesigningInsights.com Email: dana@DesigningInsights.com Twitter: @dmitroff Thanks + stay in touch

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