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".

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SDD 2018
ROBERTA TASSI
Service Design
for Culture

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OUR CHALLENGE
UX for GOOD | Redesigning Museums for Good, Kigali
the concept of “historical memory,” often
expressed as “collective memory,” “social
memory,” refers to the ways in which groups,
collectivities, and nations construct and
identify with particular narratives about
historical periods or events.
historical memory

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memorial museums are museums dedicated both
to educating the public about and commemorating
a specific historic event, usually involving mass
suffering […] Unlike history museums, memorial
museums have a distinct and moral message with
direct ties to contemporary society.
memorial museums

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OUR CHALLENGE
UX for GOOD | Redesigning Museums for Good, Kigali

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OUR CHALLENGE
UX for GOOD | Redesigning Museums for Good, Kigali

6. OUR CHALLENGE
UX for GOOD | Redesigning Museums for Good, Kigali
KIGALI
2014

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HOW CAN WE RETHINK
THE EXPERIENCE OF
MEMORIALS TO
ACTIVATE VISITORS
FOR A BETTER
HUMANITY?

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ACTIONPAINPAIN PAIN

16. “It takes
a while
to process the
anger, guilt,
and feeling
helplessness.”
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HISTORICAL GALLERY PORTRAITS AND REMAINS ROOM
The museum was
generating an
emotional burnout
and leaving visitors
unable to react.

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There’s an
opportunity to tell
the holistic story
from genocide to
rebirth.
“You can’t
talk about
the rebirth
without
talking about
genocide.”

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ACTIONHOPEPAINPREPARATION
EMPATHY
COMPASSION
HERO
BURNOUT / SHUTDOWN
REFLECTION
EMOTIONAL OUTCOME
The vertical axis maps below the line the
intensity of empathic response, down to the
potential burnout or shutdown; and above
the line the intensity of compassionate
disposition.
THE INZOVU MODEL

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MUSEUM EXPERIENCE WORKSHOP EXPERIENCE
ACTIONHOPE
WILL
EPIPHANY
PAINPREPARATION REFLECTIONACTIONHOPE
WILL
EPIPHANY
PAINPREPARATION REFLECTION

21. RECONCILIATION PATHS
OPEN ON THE PLANE
STORIES FROM THE ARCHIVE
STORIES OF HOPE
RWANDAN VALUES
THE INTWARI SCHOOL

22. NEW YORK
CHICAGO
AMSTERDAM
RELEVANCE FLEXIBILITY INSPIRATION ACTIONABILITY
GENEVE
MUSEUM NEXT
REDESIGNING
MUSEUM
FOR GOOD
EVENT
2014
MUSEUMNEXT
WORKSHOP
2014

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24. KIGALI
2015

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KGM STAFF
SURVIVORS
VISITORS
GOVERNMENT
“This is the place
where survivors
come to visit their
relatives.”

28. The memorial
as the
survivors’
home.

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MUSEUM VISITORS

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CONTENT
MUSEUM VISITORS
NARRATIVE
EXPERIENCE

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32. T H A N K S