Service Design Drinks Milan #16 - Service Design for Culture The service design has broadened more and more, this time we are going to discover an uncommon application: Service design for the cultural field. The concept of culture is so wide that seems difficult to know where to start, therefore we invited two service designers that experienced through research (even a Ph.D.), trends and cases studies how service design and its methodologies supported museums and memorial centers experience to become "more than a visit".

1. 25 Settembre 2018
Jüniör x Service Design Drinks
18 Ottobre 2018
Design for Culture Matters.

2. 2
About me.
18 Ottobre 2018
Intro Jüniör x Service Design Drinks
2

3. 18 Ottobre 2018 3
Intro Jüniör x Service Design Drinks
2011 @rojoartspace 2012 national research projects 2013-14 EU research projects
2015 @A.XMI 2015 @MACBA 2017 @PhD
(2011-2017)
reimaginingarchives.org
PhD in Design for Cultural Heritage

4. ©David Shrigley, Süddeutsche Zeitung Magazine.
418 Ottobre 2018
Intro Jüniör x Service Design Drinks

5. 18 Ottobre 2018 5
Intro Jüniör x Service Design Drinks
Q:
How “Design” can help in
improving people’s engagements
with cultural institutions?

6. A:
Audience-centric approach.
618 Ottobre 2018
Intro Jüniör x Service Design Drinks

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Intro Jüniör x Service Design Drinks
“To have a meaning it must
be relevant, to be relevant
it must include me.
Nancy Proctor
Director @ThePeale & @MuseWeb Foundation;
Co-chair MW Conferences.

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Intro Jüniör x Service Design Drinks
Q:
What role “Design” can play in
innovating and optimising the
way cultural institutions work?

9. 918 Ottobre 2018
Intro Jüniör x Service Design Drinks
“The good museum is neither
a survival-driven institution
nor a process-driven one.
The good museum is a
purpose-driven institution.
Stephen Weil
Author of “Making Museums Matter”

10. 18 Ottobre 2018 10
Intro Jüniör x Service Design Drinks
A:
in defining the mission of a
cultural institution?

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Intro Jüniör x Service Design Drinks
“In a volatile world, change
is constant but unpredictable,
requiring the ability to pivot
quickly. Agility, therefore,
becomes more important
than ever before.
Kaywin Feldman
Director and President of Minneapolis Institute of Arts.

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Intro Jüniör x Service Design Drinks
A:
in the improvement the
organisational processes?

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Intro Jüniör x Service Design Drinks
“I genuinely believe that we
can think differently through
the use of digital economics to
send the dark clouds than hang
over museums away.
Chris Michaels
Director of Digital, Communications and Technology of National Gallery

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Intro Jüniör x Service Design Drinks
A:
in revising the business models
of cultural institutions?

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Intro Jüniör x Service Design Drinks
A:
(…)
Not that easy.

16. 18 Ottobre 2018
Facts about Cultural Institutions Jüniör x Service Design Drinks
1616
Some facts about
Cultural Institutions:

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Facts about Cultural Institutions Jüniör x Service Design Drinks
— Cultural Institutions are
entities in service of production
and dissemination of knowledge
for the public.

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Facts about Cultural Institutions Jüniör x Service Design Drinks
— Cultural Institutions comes in
many sizes, types and resources
and they have multitude of
approaches in the way they
work.

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Facts about Cultural Institutions Jüniör x Service Design Drinks
— Cultural Institutions, similarly
to other public services, are
paper-based organisations with
traditional structures.

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Facts about Cultural Institutions Jüniör x Service Design Drinks
Early Stage Transitional Stage 21st Century Institutions
ProgressTime
Paper-based
institutions
Digital as
online presence
Digital for service
improvement
Digital transformation New Institutions
Our vision on *Mapping the Museum Digital Skills Ecosystem Report, University of Leicester, 2018

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Facts about Cultural Institutions Jüniör x Service Design Drinks
Paper-based
institutions
Digital as
online presence
Digital for service
improvement
Digital transformation New Institutions
Early Stage Transitional Stage 21st Century Institutions
ProgressTime
Our vision on *Mapping the Museum Digital Skills Ecosystem Report, University of Leicester, 2018

22. 18 Ottobre 2018
What has been changing? Museums in 2018++ Jüniör x Service Design Drinks
2222
What has been changing?
Museums in 2018+

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What has been changing? Museums in 2018++ Jüniör x Service Design Drinks
3 Main Themes

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What has been changing? Museums in 2018++ Jüniör x Service Design Drinks
Museums will spend more time on
understanding their users deeply,
even when defining activities,
analysing big data and adopting
technologies.
ONE
From Collections to Audience-Centric Thinking

25. 18 Ottobre 2018 25
What has been changing? Museums in 2018++ Jüniör x Service Design Drinks
Museums will more and more start
experimenting on their brand, how
they communicate, how they take
actions and start in-house projects.
TWO
Museums Going Out of the Box

26. 18 Ottobre 2018 26
What has been changing? Museums in 2018++ Jüniör x Service Design Drinks
Museums started to run many
services and experiences, which will
make them consider dynamic
business models.
THREE
The New Museum Business

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++“More than a visit” Jüniör x Service Design Drinks
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+
“Innovative services and initiatives”

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++“More than a visit” Jüniör x Service Design Drinks
STUDIO i
Platform for Inclusive Culture

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++“More than a visit” Jüniör x Service Design Drinks
+ Networking
STUDIO i
Platform for Inclusive Culture
+ Capacity Building
=Confidence.

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++“More than a visit” Jüniör x Service Design Drinks
NEMO
Initiative “Political Internships in Museums”

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++“More than a visit” Jüniör x Service Design Drinks
c+ Visibility
NEMO
Initiative “Political Internships in Museums”
+ Bridging Gaps
=Conversations.

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++“More than a visit” Jüniör x Service Design Drinks
MUSEOMIX
Public Reinventing Museums

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++“More than a visit” Jüniör x Service Design Drinks
c+ Engagement
MUSEOMIX
Public Reinventing Museums
+ Idea Generation
=Creativity.

34. 18 Ottobre 2018
‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
3434
‘Design’ for Cultural Heritage:
Non-linear conversational approach

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‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
Bringing empathy to audiences while
developing a deeper understanding
of the cultural institution.
Design Research

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‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
Focusing and giving a strategical
guidance on ‘activation of cultural
heritage’ for public.
Heritage Strategy

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‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
Advocating service-system mindset
into institutional activities as well as
organisational structure and resources.
Service System Mindset

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‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
3838
‘Design’ for Cultural Heritage:
Invisible need of ‘Design’

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‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
CI:
“Design”? I need a new website,
I want to use beacons, what
about a chatbot, I want an app…

40. 18 Ottobre 2018 40
‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
A:
Workshops+Design Actions

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‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
HERITAGE STRATEGY & DIRECTION SORTING
@ ESAV, Beyond Online Collections@YSLMUSEUMS, Future of Museum Professionals
ACTIVITY AND OPPORTUNITY MAPPING
AUDIENCES NOW AND TOMORROW
@Querini Stampalia

42. 18 Ottobre 2018
Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
4242
Case: Archivio Gabriele Basilico

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Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
AGB:
We need a website!

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Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
Q:
How to make his knowledge
accessible to all?

45. 18 Ottobre 2018 45
Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
Kick-off
Workshop
Findings
WKS+Materials
Understanding the context, content and users & Mapping opportunities
Expert
Interviews
Benchmark+
Opportunities
Explore - Research Phase
Project Plan
First Directions +
Content Map
Sprint 1
Discussion and organisation of content, Definition of activation strategies
Sprint 2 Sprint 3
Envision - Ideation Phase
Direction
Definition + IA
Stream
Visual + Digital
Design, Implementation and Material Freeze
Stream
Implementation
Material
Freeze
Evolve - Implementation and Improvement Phase
Launch

46. First Directions +
Content Map
Kick-off
Workshop
18 Ottobre 2018 46
Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
Understanding the context, content and users & Mapping opportunities
Explore - Research Phase
Project Plan
Sprint 1
Discussion and organisation of content, Definition of activation strategies
Sprint 2 Sprint 3
Envision - Ideation Phase
Direction
Definition + IA
Stream
Visual + Digital
Design, Implementation and Material Freeze
Stream
Implementation
Material
Freeze
Evolve - Implementation and Improvement Phase
Launch
Findings
WKS+Materials
Expert
Interviews
Benchmark+
Opportunities

47. 18 Ottobre 2018 47
Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
Findings Kick-off WKS

48. “10 years from now, we
imagine a continuity of
his work through
international exhibitions
and publishing.”
“Cultural
institutions and
galleries call us to
organise
exhibitions but
also to validate
artworks.
“We would like to
have new stimuli
to continue in
valorising and
disseminating his
work for all.
“To fully
understand his
work, it’s important
to talk about his
process and
choices in
photography.”
On the future of the studio towards an archive:
4818 Ottobre 2018
Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
Findings Kick-off WKS

49. 18 Ottobre 2018 49
Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
Expert Interviews
Reconstructing
information
Selection of themes
and activation strategy
Roberta Valtorta
Historian and critic
of Italian
Photography
Alberto Saibene
Cultural Historian,
Co-founder of
Humboldt books
Natalia Corbetta
Art Director and
Communication
Designer
Giovanna Calvenzi
Photoeditor,
Head of AGB.

50. 18 Ottobre 2018 50
Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
Benchmark
Photographers Museum/Exhibition Websites & Art Auction Services
VS

51. 18 Ottobre 2018
What about others? Jüniör x Service Design Drinks
5151
What about others?

52. 18 Ottobre 2018 52
What about others? Jüniör x Service Design Drinks
Great Job!
Museum and The Web Conference
US
Fabrique
NL
Dana Mitroff Silvers
US
Cogapp
UK

53. 18 Ottobre 2018 53
What next? Jüniör x Service Design Drinks
Let’s make “Design”
a way of living for
the cultural sector.

54. 25 Settembre 2018
Thanks!
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