#Snapshot is an interactive photography exhibition in which we applied service design methods to build a personal journey for the visitors. The work is a collaboration between Futurice, The Finnish Museum of Photography, Tampere University and Aalto University. The story of how we designed the exhibition will be presented inside the exhibition itself, at The Finnish Museum of Photography, Kaapelitehdas. Presenters: Anna-Kaisa Rastenberger from the museum and Risto Sarvas from Futurice.

1. Designing a Cultural Phenomenon
SDA15

2. Exhibition’s Objective:
How has the Internet
changed everyone’s
photography?

3. Design challenge:
How to turn culture
into something that
people can
walk into?

4. No clear tech platform
No client organisation
No existing solutions
No business drivers
No ready brand
Yes:
a great opportunity
to take service design
to new frontiers!

5. How did we do it?
INTERVIEWS
IDEATION &
CONCEPTS
DESIGN DRIVERS
DIVISION OF LABOR
PROTOTYPING
BUILDING IT OPENING
20.8.2014
DECEMBER
2013
SPRING
2014
AUGUST
2014

6. A Tight Alliance
MUSEUM
Experience with exhibitions
Understanding of audiences
Desire to open photography to people!
SERVICE DESIGN
Designing experiences
Co-creation methods
Desire to make meaningful design!
ACADEMIA
Rich knowledge on photography
The big questions in network society
Desire to make complexity tangible!

7. Profiles
9 DIFFERENT PEOPLE
Age 13 – 52
Different professions.
Different phases in life.
Different views on photography.
9 TARGET VISITORS
Why would Ville come?
What would Mary like to see?
How would Sara tell about it?
What would Kim think afterwards?
9 PROFILES
Routines
Issues
Emotions
Thoughts
… on photography and photos.
Shared Grounding

8. Embrace the Richness
Tie it Together
Design Drivers
…social media, hastags, selfies then and now, smart phones, mass of
photos, aesthetics of snapshots, repeating motives, new way of looking,
politics of snapshots, artists’ work, privacy concerns, internet memes,
picture messaging, Instagram, location data, video sharing, blogging,
history of snapshots, photo albums, business interests…
Several different installations!
A coherent and personal visitor experience.

9. A coherent (customer) journey &
smörgåsbord of installations.
How to get our message through?
Tight grip in beginning and end!
How to make it personal?
Design the middle for free choice.
Coherent
Richness

10. Internet
+
Kodak
+
interaction
+
selfie
+
“This is about You!”
Beginning:
Social Media Gate

11. The Middle

12. Building an analytics
dashboard with real
personal data.
Generating emotion to
make people think!
End part 1:
Your Privacy Has Been Invaded!

13. Make the visitors think.
Room for reflective thinking.
“Self-personalizing” the
experience 
End part 2:
Participation

14. How to experiment with
privacy infringement?
Displaying private photos in
an unexpected context.
Getting to know how people
react and feel.
Prototyping
Feelings

15. Building a mini exhibition in
one office room.
Simulating the visitor’s
journey with prototypes and
mock-ups.
Understanding the feelings
and getting the software work
seamlessly.
Prototyping
the Journey

16. All coming together
…like magic 

17. What is
#snapshot
?
18 installations
altogether
4 artists’ works
5 interactive
installations
Blog posts
Instagram feed
2 Twitter feeds
Spin-off exhibitions
Workshops
Guided tours
Private events
Lecture series
Guest Speakers
An edited book
Instagram walks
Family events
Children’s
workshops

18. Is it a
success?
All local
newspapers
YLE TV News
YLE Fem
YLE English
Newspaper
columns
Blog posts
Mentions, likes…
9000 selfies
4500 memes
in Twitter
HS Kulttuuri x3
HS Nyt
Suomen Kuvalehtii
13 000 visitors
YLE Radio 1
YLE Puhe
YLE X3M

19. Lessons Learned
RE-THINKING THE PURPOSE OF
DESIGN METHODS
In a very complex domain, the design has
to be opened up.
Design methods as binding glue, not only a
solution to a problem.
DESIGN WAY OF TALKING IS
BUILDING
Build it so people really understand it!
CONTENT BEFORE ANYTHING!
Lot of new things were done, but no
compromises on content!

20. Thank you!
P.S. The exhibition is in
Helsinki till January 18th.