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 thinking of how to use digital challenge and surprise to delight audiences.

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Augmenting the Real with Digital - Creating Magical Moments

  1. 1. Frankly, Green + WebbCreated for: Presented by: Date issued: MEX March 2014 Lindsey Green + Alyson Webb March 2014
  2. 2. Frankly, Green + Webb User Screen Space
  3. 3. Frankly, Green + Webb Users Objects Screens Space
  4. 4. 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
  5. 5. Frankly, Green + Webb
  6. 6. Frankly, Green + Webb
  7. 7. Frankly, Green + Webb What do we do?
  8. 8. Frankly, Green + Webb Our primary user experience is the space
  9. 9. Frankly, Green + Webb We want to connect them to the space
  10. 10. Frankly, Green + Webb By helping them connect with others
  11. 11. Frankly, Green + Webb And connect with the ideas
  12. 12. 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
  13. 13. 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
  14. 14. Frankly, Green + Webb Our users don’t really know digital could help them do that Our users have quite a nice time without digital
  15. 15. Frankly, Green + Webb Our users have a low drive to use mobile
  16. 16. Frankly, Green + Webb But we know when we get digital right here, it means…
  17. 17. Frankly, Green + Webb More memories, more learning
  18. 18. Frankly, Green + Webb More likely to come back
  19. 19. Frankly, Green + Webb More likely to connect with the organisation
  20. 20. Frankly, Green + Webb More likely to share the experience
  21. 21. Frankly, Green + Webb More likely to spend
  22. 22. Frankly, Green + Webb More companies are wanting to differentiate their physical offer from the digital offer
  23. 23. Frankly, Green + Webb But use of digital augmentation is becoming more prevalent
  24. 24. Frankly, Green + Webb 1. What is a magical physical experience? 2. How can we design for magical augmented experiences? 3. What challenges lay ahead?
  25. 25. Frankly, Green + Webb Magical physical experience
  26. 26. 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
  27. 27. Frankly, Green + Webb 1. What is a magical physical experience? 2. How can we design for magical augmented experiences? 3. What challenges lay ahead?
  28. 28. Frankly, Green + Webb EXPERIENCE PRINCIPLE #1: Deliver Challenge + Surprise
  29. 29. Frankly, Green + Webb You can’t challenge or surprise anyone if you don’t empathise with them. INSIGHT #1:
  30. 30. Frankly, Green + Webb What users want and expect changes how you interact with the experience Same for digital and physical INSIGHT #2:
  31. 31. Frankly, Green + Webb Monday: Tourist Sunday: Child-Led
  32. 32. Frankly, Green + Webb Example: Cultural Heritage in Wales
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. Frankly, Green + Webb PROCESS PRINCIPLE #1: Design the physical experience first
  37. 37. Frankly, Green + Webb Screen experience Focus empathy here Physical experience And then here
  38. 38. Frankly, Green + Webb PROCESS PRINCIPLE #2: Design in the space and test in the space
  39. 39. 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”
  40. 40. Frankly, Green + Webb EXPERIENCE PRINCIPLE #3: Give focus to the digital when it matches the physical experience
  41. 41. Frankly, Green + Webb 1. What is a magical physical experience? 2. How can we design for magical augmented experiences? 3. What challenges lay ahead?
  42. 42. 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
  43. 43. Frankly, Green + Webb e: alyson@franklygreenwebb.com lindsey@franklygreenweeb.com t: @FranklyGW @aly_webb @lindsey_green
  44. 44. 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

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