The document proposes transforming the Savannah History Museum into an immersive experience where visitors travel back in time. It involves building a mini replica of old Savannah with dirt roads and buildings where actors dressed as historical figures go about daily tasks. Visitors interact with objects and spaces in exhibits that look like real places from the past. A tower allows overlooking the future city. The experience aims to educate visitors in an entertaining way through interactions with characters and skits.

1. Jackson Woods | Samantha Bennett | Alex Jeffers | Evan Ruszala | Isabella PIneda
DEVELOP & DELIVER

2. Strategic Problems

3. Lateral Thinking
Put to Other Purposes:
- Create an option for purchasing and printing tickets online.
- Deploy several golf cart shuttles to recruit customers from highly
populated tourist areas such as Trolley Tour bases and the City
Market area.
- Transform the movie theatre into a guest speaker auditorium to
be used for a weekly guest speaker event.
- Bring in a private theatre company to run the movie theatre as a
regular movie theatre playing new movies daily. (Charge a rental
fee for additional income).
- Use theatre as a larger gift shop. Offer wider variety of items.
Student work, Touristy Gifts, Savannah Candy Kitchen etc.
- Turn back-most room into a bar.
- Completely transform back room into an interactive, historical,
children’s section
- Use the massive parking lot as gated, outdoor exhibits.
- Include a mini, local-animal zoo in a unused parking lot space.
Eliminate:
- Completely eliminate movie theatre.
- Throw away uncomfortable benches and replace with modern,
comfortable seating.
- Replace tiny info plaques with illuminate screens or displays.
- Eliminate drop-down gate at the parking lot entrance. This is
terribly unwelcoming.
Rearrange:
- Relocate the ticket counter to the front of the building.
Specifically the large common room where concessions are sold.
- Reconstruct Male/Female bathrooms that are side-by-side and
visibly labeled.
- Use front most room(s) as an exhibit giving information on the
war memorial to conclude experience
SCAMPER

4. Affinity Map

5. Affinity Map
Service Staff
Super friendly clerk/
cashier interaction is
crucial to setting the
tone
Closing Hours
reevaluated
Museum Staff to be
better educated
Guide Maps and Tour
Guides would be a
great feature
Golf cart driving
employees to shuttle
customers from touristy
areas
Info
Replace all info plaques
with illuminated screens
or displays
Enlarge the text on the
information displays to
allow more than one
reader at once
Paraphrase and shorten
descriptions
Awareness
Allow online ticket
purchasing and printing
Advertising and
Sponsorship needs to be
revamped
Website and Web Tour
recreation
Complete Rebranding
Stands placed
throughout downtown
area
Children
Changing children’s
exhibits that are inviting
for families
Renovate back room
into an entirely
children’s interactive
learn + play room
More kid friendly
attractions
Completely eliminate
current children’s
exhibits
Build a mini petting zoo
in unused space of the
parking lot
Character creation
station can be
recreated and made
more relevant
Adults
Transform back room
into a functioning,
historical bar
Bring in private
ownership to run a
normal movie theatre in
place the current,
unused theatre
Create a live-firing,
indoor gun range
Include a weekly guest
speaker or comedian to
speak or perform in the
theatre
Interactions
Interactive Exhibits
People are interactive
Scavenger hunt needs
to be constantly
updated
More digital/electronic
interactions are needed
Some type of hand held
device or headphones
that plays reading
Get rid of the gate at
the entrance to the
parking lot
Hand sanitizer stations
throughout
Replace uncomfortable
benches with cozy
chairs/sofas to
encourage people to
stay for longer
Layout
More directional signs
Build one bathroom
next to an existing one.
Currently illogical
Eliminate side entrance
Increased pathway/
pathway lighting
Reorganize the order of
the exhibitions
Relocate ticket counter
to the front the building
Add an informational
exhibit about the war
memorial near the front
door
Enclosed rooms would
add a nice variety
Use current theatre
space as a larger shop
Build several outdoor
exhibits in parking lot
area to bring in more
people
Exhibits
Exhibit glorification
(lighting, etc.)
Update and rotate
exhibits to always keep
fresh displays for the
customer
Build a suspended
ceiling over each
exhibit space
Tell a story, introduce
Savannah
Regular Events + Special
Exhibits
Include more eye-
catching artifacts to
draw attention and a
WOW factor
Music and
Sound
Music in the Gift Shop
Music or Period Music

6. 3 Coherent Concepts

7. Optimization Concept #1 - Layout
Eliminate the back entrance.
Make the Visitor's Center entrance (on MLK Boulevard) obvious and noticeable. Put an actual sign on
the glass door which indicates the Savannah History Museum is inside the building.
Create a path on the floor made of vinyl which directs the visitors from the Visitor's Center entrance to
the entrance of the museum. Also add signs with arrows that indicate to follow the path on the floor to
get to the museum.
Make the side entrance (the one that faces the parking lot) more evident and exciting.
Sell tickets at the outside counter which is directly next to the side entrance.
Organize the exhibition in chronological order (in current horseshoe structure they are in right now).
Eliminate the current color coding.
Make the back room a kid's area and make it handicap accessible.

8. Optimization Concept #2 - Ad/Promotion
Create a logo which is which is easily identifiable and constant throughout channels.
Redesign their website and create a presence in social media.
Place brochures, coupons, posters and other promotional materials at Visitor Centers and other
tourist hotspots.
Get the trolley tour guides to promote the museum when they stop here.
Create billboards on main roads that come to Savannah.
Have contracts with companies, either internationally renowned ones or local ones.

9. Optimization Concept #3 - Information
Make all information less verbal and more visual.
Create two types of information delivery: for adults and for children.
Adults:
Create an information hierarchy: larger titles of exhibits, most relevant information bigger in size, display information
in decals on walls or plaques. Remove the papers that currently contain the information which don't look professional.
Implement audio guides (maybe on phone?) which are triggered by passerbyers.
Create physical evidence that visitors can keep as souvenirs (tickets, stickers, map, brochure, etc.)
Create interactions in different exhibits that work with iPhones and iPads.
Kids:
Create a more engaging, rewarding scavenger hunt.
Include a Fun Facts section in each exhibit which stands out from other information (colorful, attention catching, visual)
Implement interactive displays and touch-screens with information, images that children can play around with.
Have characters which are dressed up and act as if they were from the epoch they represent. They will tell the children
stories and interact with them, maybe even act out a scene.

10. Decision Matrix
Criteria WEIGHT CONCEPT A
(LAYOUT)
CONCEPT B
(AD/PROMOTION)
CONCEPT C
(INFORMATION)
DESIRABILITY 30 8 6 9
FEASABILITY 20 9 6 9
MEANINGFULNESS 15 6 7 9
SUITABILTY 15 7 9 9
USEFULNESS 20 8 9 9
Total 100 835 720 1000

11. Optimized Blueprint

12. Storyboard

13. Lateral Thinking

14. Affinity Map

15. Affinity Map
Rebuild
Combine the History
Museum & The
Children’s Museum
Create a kids section
that is sound proof
&Interactive
Hire a Service Design
Team to change
everything about the
museum
Make the museum a
maze that people
how to discover clues
as to which Path to
get out
Make museum a
huge rollercoaster or
ride. Have
reenactments or
robots acting the
events.
Make a mini city of
Savannah with dirt
roads
Rebuild the building
so that trollies actually
pass through the
museum
Lower ceilings,
change floors, tear
down walls and make
flow more simple
Build a tower in the
middle of the building
with a spiral staircase
that lets people
overlook the entire
city
Divide the museum
up into smaller spread
out locations
Have one building for
each war/era
Create a traveling
exhibit for other cities
around Savannah
Expand the museum
to two locations so
that the other can be
set in the period of
when Savannah was
founded
Build a small railway
that links the two
museums
Additions
Add restaurants in the
food court
Add a salon or a spa
in the front
Completely renovate
building and have
the exterior more
artsy but with historic
aspects
Change all
information to digital
monitors that are
touchscreen
Hire an interior
designer to re-vamp
entire space
Make a play area for
the kids with slides
and rides
Create a tunnel
under the museum
from the museum to
River street to
educate about the
past
Create a banquet
hall for weddings or
events
Eliminating
Advertising and
Sponsorship
Sell the building to
SCAD
Close the museum
and merge the
current exhibits with
the railroad museum
Get rid of the
museum altogether
and put clothing
stores there
Move all objects
exhibited to the
visitor’s center and
have them scattered
around.
Sell their collections to
independent
collectors or to other
museum
Events
Throw a huge event
during Black History
Month with speakers,
food, drinks, etc.
Have a Halloween
themed month where
everyone dresses up
as ghost/zombie
versions of people
from the past
Add a speak-easy
themed bar at night
for adults to enjoy
Allow the space to
be used for themed
parties to people that
want to celebrate
Savannah’s history as
well
Develop a rotating
theme and/or exhibits
that will entice
people to revisit the
museum
Host carriage races
between the
museum and river
street
Host an auction for
fine antiques from
Savannah’s history
twice a year
Host city-wide event
every six months to
raise awareness
about the museum
and celebrate the
city
Add holograms to
engage guests
Experience
Have customers take
part in the
reenactment
Have museum like a
play where customers
have the option to
dress up and
participate in telling
the stories of the past.
Make the museum a
game with different
prizes and levels
Have only hourly tours
that take guests
through guided
exhibits where both
the guide and the
characters explain
history.
Hold a fundraiser to
redo the museum
and bring in new
collections
Create a virtual
reality war
experience in which
people could
partake in the battles
for Savannah from
the past
Make the whole
museum an
immersive
experience. Like your
walking into the past
Have the museum be
a time machine and
travel back in time to
major events
Renovate
Interactive Exhibit
Scavenger hunt
needs to be more
interactive involving
changing elements in
the museum when
you discover them
More
digital/electronic
interactions are
needed
Some type of hand
held device or
headphones that
plays reading
Not taking
advantage of current
technology
Papers and knots

16. 3 Coherent Concepts

17. Transformation Concept #1 - Child Game
Make the museum a maze, where children have to find different things as in
a scavenger hunt, they have to discover clues to be able to find a path to
get outside.

18. Transformation Concept #2 - Reenactment
Create a virtual reality war in which customers can take part in.
The visitors would get the role they need to play, and which side of the war they are
in, they will be given the historical background and information about the different
things that will be happening.
They will have a clear story to represent and a script to follow.

19. Transformation Concept #3 - Micro Town
Have a pretend time machine through which the visitors enter, tour guide explains they will go
back in time to old time Savannah.
Visitors enter to Savannah in the past, a mini town with houses and dirt roads, where different
actors (dressed up characters) represent and act as people from that era, going on with their daily
tasks.
Different actors narrate their stories, or small skits are activated as visitors walk past and tour guide
gives explanation.
These tours would be scheduled each hour, if people are there for the tour.
Different houses and environments would be created that will house the different exhibits in a
more interactive, immersive manner.
Build a tower that will allow visitors to view Savannah from up top and have a complete view of the
city in current time.

20. Decision Matrix
Criteria WEIGHT CONCEPT A
(REINACTMENT)
CONCEPT B
(MAZE)
CONCEPT C
(TIME TRAVEL)
DESIRABILITY 30 7 6 9
FEASABILITY 20 9 5 5
MEANINGFULNESS 15 7 4 9
SUITABILTY 15 8 5 10
USEFULNESS 20 7 6 9
Total 100 755 535 835

21. Revamped Service Package
Provide knowledge of the
history of Savannah in an
entertaining way.
Building- mock Savannah
Employees
Information
Exhibits’Objects
Advertising and Promotion
All immersive experience
Getting educated with
minimal effort and boredom
Travel to the past - staged
experience
Tower to view the whole city
from up top
Employees dressed up as
characters from old Savannah
Mock up (mini old Savannah)
Engaging exhibits (look like real places from the
past)
Interactions with characters
who tell their stories
Skits and acted out stories
Objects place in real interactive environments
Make-believe educating experiences
Time-machine journey
Building facades, dirt roads, etc.
Element of surprise and
amusement
Core Product Facilitating Services Enhancing Services Differentiating Services

22. Revamped Blueprint
Learn about the
museum
through Yelp
Go to the website
to learn more
about museum
Drive to
museum using
GPS
Park in the
parking next to
the Visitor’s
Center
See an
entrance with a
sign: Savannah
History Museum
Walk into the
building
Buy tickets at
counter located
right next to
entrance
Greet tour guide
who is dressed
in olden attire
Get directed to
enter time machine:
they will be
travelling to old time
Savannah
Travel to the past
in time machine
Arrive to XIX
century
Savannah
Witness characters
going about their
daily actions
Visit different
buildings where
they have real
artifacts
Witness soldiers
getting ready
for battle
Interact with
different objects
and spaces
Go upstairs to
the tower to
see the “future
of Savannah”
Enter time machine
again to return to
present
Exit time machine
and walk to gift
shop
Buy souvenirs at
gift shop
Pay for souvenirs at
the Gift Shop
counter
Exit building
through same
door they entered
through
Get in car and
drive back to
hotel
Rate museum
on Yelp
Greet customers,
communicate ticket
prices, process their
payment
Greet visitors and
introduce himself
Direct visitors to
time machine
where they will
travel to the past
Welcome visitors
to the past
Accompany visitors
on their travel
and comment
to make experience
more real
Direct customers
to tower to
oversee city
Learn and
practice script
Put on costume
and practice
script and different
skits
Maintain and
update website Payment system
Maintenance and
cleaning of ‘time
machine’
Elaboration of
costumes
Stock gift shop
- Phone
-App
-Savannah History
Museum website
-Computer or phone
- Car
- Savannah roads
-GPS
- Car
- Parking spaces
- Entrance
- Sign
- Entrance
- Door
-Sign
- Counter
- Ticket Vendor
- Ticket
- Visitor’s Center building
- Money - Tour guide
- Time machine
- Tour guide
- Time machine
- Tour guide
- Lights
- Sound effects
-Fog machine
- Tour guide
- Dirt roads
- Buildings
- Characters
- Characters
- Costumes
-Props
- Buildings
- Building facades
- Furniture
- Exhibit objects
- Characters
- Characters
-Costumes
- Props
- Exhibit Objects
- Buildings
- Tower
- Tour guide
- View of Savannah
- Time machine
-Tour guide
-Lights
- Sound effects
-Fog machine
- Time machine
- Gift shop
- Gift Shop
- Souvenirs
- Gift shop
- Souvenirs
- Gift shop counter
- Gift shop clerk
- Money
- Door
- Entrance
- Car
-Parking Lot
- GPS
- Phone
- App
Mobile/Website Car Entrance Ticket Counter Time Machine Mini mock Savannah town Time Machine Gift Shop Car MobileEntrance
Create visible
sign to announce
entrance
Dress in epoch’s
attire
Maintenance of
mock town
(buildings, dirt
roads, etc.)
Act their part
for visitors
Give interesting
information
about buildings
and objects
Act their part
for visitors
Give interesting
information
about buildings
and objects
Process
payment
Put on costume
and practice
script and different
skits

23. Storyboard

24. Jackson Woods | Samantha Bennett | Alex Jeffers | Evan Ruszala | Isabella PIneda
THANK YOU