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Redesign the Museum Experience…       Without the Museum     Dana Mitroff Silvers     San Francisco Museum of Modern Art  ...
Jan. 2012 Executive Ed DTBC“Rock Paper Scissors” Champion  ©	  2012	  	  Stanford	  d.school	  	    	  h:p://www.flickr.com...
Who is SFMOMA?Photo:	  Henrik	  Kam	  
28,000 works of art
650,000 visitors40,000 members2.8 million web visitorsPhoto:	  Winni	  Wintermeyer	  
Now imagine going from this
To thisPhoto	  by	  Nick	  Papakyriazis	  h:p://www.flickr.com/photos/mlrs193/6015396482
June 2013-early 2016Photo	  by	  Arty	  Smokes	  h:p://www.flickr.com/photos/artysmokes/3694846905/	  
SFMOMA History        1935
1995
2009
A reimagining + transformationImage:	  courtesy	  Snøhe:a	  
Image:	  courtesy	  Snøhe:a	  
While we’re closed … CollaboraSve	  and	  traveling	  exhibiSons	   Art	  installaSons	  throughout	  the	  city	   Neighb...
Who visits SFMOMA?85%	  have	  a	  Bachelor’s	  degree	  or	  higher	  	  Median	  household	  income:$86,248	  	  76%	  C...
How old are they?             Age	  65+	                  9%	         Age	       Age	                              18-­‐24...
Where are they from?     InternaSonal	                        Bay	  Area	           22%	                          33%	    ...
But what do we know aboutvisitors’ needs?Lots	  of	  research	  Yet	  sSll	  have	  blind	  spots	  Lack	  insights	  	  T...
What’s next?Anthony	  McCall,	  You	  and	  I,	  Horizontal	  (installaSon	  view),	  2005;	  CollecSon	  SFMOMA,	  Access...
Immediate challengesDisappointment andanger of visitorsCommunication aroundwhat’s happeningduring closure	                ...
Longer-term challengesElitismLack of relevanceHow visitor-centered are we?Photo:	  Richard	  Barnes	  
How might we…Keep current visitors engaged?Build relationships with new visitors?Generate excitement about the new museum?...
Questions?                                         Dana Mitroff Silvers                                         dmitroff@s...
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Redesign the Museum Experience--Without a Museum

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This is a presentation I gave to students in the Stanford d.school's flagship course, "Design Thinking Bootcamp," in October 2012. The students in the class are taking on the design challenge of "Redesigning the museum experience… without the museum.” The students will be creating prototypes of products, services, or experiences that help SFMOMA visitors remain engaged with the museum during our upcoming closure and expansion. The solutions will be grounded in user needs that come from direct empathy with museum visitors.

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Redesign the Museum Experience--Without a Museum

  1. 1. Redesign the Museum Experience… Without the Museum Dana Mitroff Silvers San Francisco Museum of Modern Art Design Thinking Bootcamp, Stanford d.school | October 5, 2012Photo:  Winni  Wintermeyer  
  2. 2. Jan. 2012 Executive Ed DTBC“Rock Paper Scissors” Champion ©  2012    Stanford  d.school      h:p://www.flickr.com/photos/cba-­‐dschool/6757758877/in/set-­‐72157629019745789  
  3. 3. Who is SFMOMA?Photo:  Henrik  Kam  
  4. 4. 28,000 works of art
  5. 5. 650,000 visitors40,000 members2.8 million web visitorsPhoto:  Winni  Wintermeyer  
  6. 6. Now imagine going from this
  7. 7. To thisPhoto  by  Nick  Papakyriazis  h:p://www.flickr.com/photos/mlrs193/6015396482
  8. 8. June 2013-early 2016Photo  by  Arty  Smokes  h:p://www.flickr.com/photos/artysmokes/3694846905/  
  9. 9. SFMOMA History 1935
  10. 10. 1995
  11. 11. 2009
  12. 12. A reimagining + transformationImage:  courtesy  Snøhe:a  
  13. 13. Image:  courtesy  Snøhe:a  
  14. 14. While we’re closed … CollaboraSve  and  traveling  exhibiSons   Art  installaSons  throughout  the  city   Neighborhood  fesSvals  +  events   Photo:  James  Williams  
  15. 15. Who visits SFMOMA?85%  have  a  Bachelor’s  degree  or  higher    Median  household  income:$86,248    76%  Caucasian    12%  Asian/Pacific  Islander  8%  Hispanic/LaSno  2%  African-­‐American   Photo:  Winni  Wintermeyer  
  16. 16. How old are they? Age  65+   9%   Age   Age   18-­‐24   55-­‐64   19%   16%   Age   Age   45-­‐54   25-­‐34   Age   25%   14%   35-­‐44   17%  
  17. 17. Where are they from? InternaSonal   Bay  Area   22%   33%   US,  outside  CA   28%   Other  CA   17%  
  18. 18. But what do we know aboutvisitors’ needs?Lots  of  research  Yet  sSll  have  blind  spots  Lack  insights    This  is  where  you  come  in!       Photo:  Orange  Photography  
  19. 19. What’s next?Anthony  McCall,  You  and  I,  Horizontal  (installaSon  view),  2005;  CollecSon  SFMOMA,  Accessions  Commi:ee  Fund  purchase  ©  2008  Anthony  McCall;  photo:  Ian  Reeve  
  20. 20. Immediate challengesDisappointment andanger of visitorsCommunication aroundwhat’s happeningduring closure   Photo  by  Martha  Soukup   h:p://www.flickr.com/photos/soukup/5157639448/  
  21. 21. Longer-term challengesElitismLack of relevanceHow visitor-centered are we?Photo:  Richard  Barnes  
  22. 22. How might we…Keep current visitors engaged?Build relationships with new visitors?Generate excitement about the new museum?…without a museum building!
  23. 23. Questions? Dana Mitroff Silvers dmitroff@sfmoma.org www.sfmoma.org @dmitroff  Photo:  Winni  Wintermeyer  

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