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Experience Design
Concord, MA
Tammy Rose
Bentley University
UXPA
May 10, 2024 1
AGENDA
Who the heck am I?
What is the HISTORICAL CONTEXT of this project?
What is the PROJECT?
What is the RESEARCH?
2
Who am I?
3
Stage Manager & Playwright
MBA/MS HFID, Bentley
UX Researcher
History Nerd
PhD Student-Experience Design
4
History Nerd
Cred
Field trips, attending reenactments and
parades
Member & Participant in Historical & Author
Societies
Six plays and performances in Concord over
10 years
Thoreau and Twain-Brothers on the River
Thoreau Society Annual Gathering,
Concord
Mark Twain Society/Samuel Clemens
Conference, Hannibal, Missouri
5
Stage Manager
UX Researcher
Tourguide
Ensures that the
technical aspects
function to allow the
audience or user or
visitor to have a
seamless experience
6
7
Social Media Projects
8
Feedback in
the Arts
In terms of
UX Research
9
Stand Up Comedy-
Jerry Seinfeld
“Those jokes have been picked by
25 audiences before you got there,
those focus groups. And you just
follow their direction. You just
suggest ideas to them and they pick
the ones that work. And they might
not be the ones you like, but you do
not disagree with them.”
 NPR Interview 5/2/2024
10
Methodologies of
Gathering Feedback in
Arts & UX
Focus Groups
Applause, Laughs=User Delight
Workshops-other writers/closed audience
Previews vs Prototypes
Ticket Sales
Word of Mouth-Net Promoter Score (NPS)
Engagement
11
Borrowing Concepts-
UX Research
Prototyping
Stakeholders/SMEs
Mental Model
Testing technical aspects
Are users engaged or bored, or do
they get stuck?
Weird plot point, Anachronism or
Wasted clicks
Ultimate Goal is User Delight
12
Historical Context:
How would YOU address this
challenge?
13
Goals for this
project
Engagement & Empathy with
history
Historical Accuracy & Interpretive
Validity
Untold stories/Unheard voices
Not Analog vs Technology-more
subtle mix
14
Experience Design
Challenge of Concord
Multiple communities
Multiple non-profits
Overlapping histories
Limited Tourist Time
Technical limitations-WIFI doesn’t
work!!!!
Various Stakeholders-Locals,
Academics, Cultural Groups
Various Audiences-“Historical
Pilgrims”, Casual Tourists, Apathetic
Visitors
15
Shot Heard Round the World,
250th Anniversary of April 19, 1775
16
“Colonial”
Interior
Design,
Sears
Catalogue,
1975
Where is this
kitsch for
2025?
17
Concord, MA Common Mental Model
3 Revolutions, Symbolic of America
1775-Battle of Lexington and
Concord, American Revolution
1800s Transcendental Writers:
Ralph Waldo Emerson, Henry David
Thoreau, Little Women by Louisa
May Alcott
Environmental -Walden Pond,
Great Meadows: Hiking, swimming,
birdwatching
18
Henry David Thoreau (1817-1862)
Literal Poster Child for Civil Disobedience 19
20
How do we engage with the past?
 Time travel
 Politics?
 Memorize dates
 Visit locations
 Living History
 Disneyland?
 Authentic
21
22
Concord in Video Games
Walden, a Game
Fallout
Assassin's Creed III
The Vigil
April 18, 2024
Personal Experience
23
The Vigil:
Performative,
Participatory,
Re-Enactment
To participate in the lantern-light
procession, please provide your own
REAL candle lantern. The procession
will begin at North Bridge Visitor
Center . . . we will march down the
quarter-mile path to the North Bridge
where the ceremony will take place.
Participants are welcome to wear
18th century clothing if they choose,
but please do not bring muskets.
24
25
Untold Stories
26
Ellen Garrison
1823-1892
Respected African American Teacher
Taught formerly enslaved people in
Baltimore
Concord’s Rosa Parks
Civil Rights Act of 1866
In the News: Concord Middle School
27
Untold Stories of People
& Communities
LGBTQ+
Native American
African American
Mental Illness & Disability
Environmentalism
Civil Rights
Rich vs Working Class
28
Louisa May
Alcott’s
Orchard
House
Where
“Little
Women”
was Written
29
Nashobah
Praying Indians
1675-”King Philip’s War”
58 Members of the Tribe
Barn on John Hoare’s property
October 1675-Feb 1676
Then forcibly taken to Deer Island
by privateers
Better survival rate than other
tribes who had been there all winter
30
31
How do we use
Experience Design
to convey these stories?
32
The Project-
Audio
Narrative
Historical Accuracy
Historical interpretation Validity
Sensitivity
Co-Creation with Stakeholders & Communities
Education
Engagement & Curiosity for all kinds of
participants
Visitor Delight
33
The Story
34
35
Research Design & Approaches
36
Iterative Design
through various
formats
Gather Feedback
at each stage to
inform next
iteration
Stakeholders
Co Creation
Constant Input
Validation
Success metrics
based on
engagement &
curiosity
Recorded Audio Narrative-Proof of Concept
16 Episodes, podcast platform, listen in Place or Remote
Fictional Narratives paired with Historical Commentary that inspired it
Phase 1: Mixed Methods: Feedback from Subject Matter Experts & Stakeholders
Phase 2: Survey for tourists, college students
Phase 3 and beyond: different formats and targeted user groups
37
Practitioner Takeaways
Multidisciplinary approach
Evoke connection with a place and people of the past
Sensorial Experience-Proust Effect
Memory Palace-Spatial Learning
Visitor Expectations and Delight
Iterative feedback
Plant seeds of curiosity to keep them coming back
38
Wanna be a participant
in the research study?
trose@bentley.edu
39
END
40
What was your favorite
encounter with history?
What was your WORST
historical experience?
41

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TRose UXPA Experience Design Concord .pptx

  • 1. Experience Design Concord, MA Tammy Rose Bentley University UXPA May 10, 2024 1
  • 2. AGENDA Who the heck am I? What is the HISTORICAL CONTEXT of this project? What is the PROJECT? What is the RESEARCH? 2
  • 4. Stage Manager & Playwright MBA/MS HFID, Bentley UX Researcher History Nerd PhD Student-Experience Design 4
  • 5. History Nerd Cred Field trips, attending reenactments and parades Member & Participant in Historical & Author Societies Six plays and performances in Concord over 10 years Thoreau and Twain-Brothers on the River Thoreau Society Annual Gathering, Concord Mark Twain Society/Samuel Clemens Conference, Hannibal, Missouri 5
  • 6. Stage Manager UX Researcher Tourguide Ensures that the technical aspects function to allow the audience or user or visitor to have a seamless experience 6
  • 7. 7
  • 9. Feedback in the Arts In terms of UX Research 9
  • 10. Stand Up Comedy- Jerry Seinfeld “Those jokes have been picked by 25 audiences before you got there, those focus groups. And you just follow their direction. You just suggest ideas to them and they pick the ones that work. And they might not be the ones you like, but you do not disagree with them.”  NPR Interview 5/2/2024 10
  • 11. Methodologies of Gathering Feedback in Arts & UX Focus Groups Applause, Laughs=User Delight Workshops-other writers/closed audience Previews vs Prototypes Ticket Sales Word of Mouth-Net Promoter Score (NPS) Engagement 11
  • 12. Borrowing Concepts- UX Research Prototyping Stakeholders/SMEs Mental Model Testing technical aspects Are users engaged or bored, or do they get stuck? Weird plot point, Anachronism or Wasted clicks Ultimate Goal is User Delight 12
  • 13. Historical Context: How would YOU address this challenge? 13
  • 14. Goals for this project Engagement & Empathy with history Historical Accuracy & Interpretive Validity Untold stories/Unheard voices Not Analog vs Technology-more subtle mix 14
  • 15. Experience Design Challenge of Concord Multiple communities Multiple non-profits Overlapping histories Limited Tourist Time Technical limitations-WIFI doesn’t work!!!! Various Stakeholders-Locals, Academics, Cultural Groups Various Audiences-“Historical Pilgrims”, Casual Tourists, Apathetic Visitors 15
  • 16. Shot Heard Round the World, 250th Anniversary of April 19, 1775 16
  • 18. Concord, MA Common Mental Model 3 Revolutions, Symbolic of America 1775-Battle of Lexington and Concord, American Revolution 1800s Transcendental Writers: Ralph Waldo Emerson, Henry David Thoreau, Little Women by Louisa May Alcott Environmental -Walden Pond, Great Meadows: Hiking, swimming, birdwatching 18
  • 19. Henry David Thoreau (1817-1862) Literal Poster Child for Civil Disobedience 19
  • 20. 20
  • 21. How do we engage with the past?  Time travel  Politics?  Memorize dates  Visit locations  Living History  Disneyland?  Authentic 21
  • 22. 22 Concord in Video Games Walden, a Game Fallout Assassin's Creed III
  • 23. The Vigil April 18, 2024 Personal Experience 23
  • 24. The Vigil: Performative, Participatory, Re-Enactment To participate in the lantern-light procession, please provide your own REAL candle lantern. The procession will begin at North Bridge Visitor Center . . . we will march down the quarter-mile path to the North Bridge where the ceremony will take place. Participants are welcome to wear 18th century clothing if they choose, but please do not bring muskets. 24
  • 25. 25
  • 27. Ellen Garrison 1823-1892 Respected African American Teacher Taught formerly enslaved people in Baltimore Concord’s Rosa Parks Civil Rights Act of 1866 In the News: Concord Middle School 27
  • 28. Untold Stories of People & Communities LGBTQ+ Native American African American Mental Illness & Disability Environmentalism Civil Rights Rich vs Working Class 28
  • 30. Nashobah Praying Indians 1675-”King Philip’s War” 58 Members of the Tribe Barn on John Hoare’s property October 1675-Feb 1676 Then forcibly taken to Deer Island by privateers Better survival rate than other tribes who had been there all winter 30
  • 31. 31
  • 32. How do we use Experience Design to convey these stories? 32
  • 33. The Project- Audio Narrative Historical Accuracy Historical interpretation Validity Sensitivity Co-Creation with Stakeholders & Communities Education Engagement & Curiosity for all kinds of participants Visitor Delight 33
  • 35. 35
  • 36. Research Design & Approaches 36 Iterative Design through various formats Gather Feedback at each stage to inform next iteration Stakeholders Co Creation Constant Input Validation Success metrics based on engagement & curiosity
  • 37. Recorded Audio Narrative-Proof of Concept 16 Episodes, podcast platform, listen in Place or Remote Fictional Narratives paired with Historical Commentary that inspired it Phase 1: Mixed Methods: Feedback from Subject Matter Experts & Stakeholders Phase 2: Survey for tourists, college students Phase 3 and beyond: different formats and targeted user groups 37
  • 38. Practitioner Takeaways Multidisciplinary approach Evoke connection with a place and people of the past Sensorial Experience-Proust Effect Memory Palace-Spatial Learning Visitor Expectations and Delight Iterative feedback Plant seeds of curiosity to keep them coming back 38
  • 39. Wanna be a participant in the research study? trose@bentley.edu 39
  • 41. What was your favorite encounter with history? What was your WORST historical experience? 41

Editor's Notes

  1. Pine and Gilmore, 1998, Progression of Economic Value https://enlillebid.dk/mmd/wp-content/uploads/2012/03/Welcome-to-the-Experience-Economy-Pine-and-Gilmore.pdf HOT TAKE
  2. Content Creator-Brand-online platform-History Nerd Experiments-Social Media
  3. https://www.wsiu.org/2024-05-02/unfrosted-jerry-seinfelds-movie-about-the-fictional-history-of-pop-tarts
  4. Audience POV as UX people
  5. https://savingplaces.org/stories/11-most-endangered-historic-places-2024
  6. https://www.reddit.com/r/70s/comments/18znlxb/colonial_living_room_furniture_from_the_sears/ Proustian memories
  7. https://libertymaniacs.com/products/henry-david-thoreau-disobey-poster
  8. Walden-resource distribution not linear narrative https://fallout.fandom.com/wiki/Walden_Pond
  9. Example of a Moving Historical Participatory Event
  10. https://visitconcord.org/event/patriot-vigil/ https://www.nps.gov/mima/planyourvisit/patriots-day.htm
  11. Held in a physically charged location, at night Living History participants, clothes of the period At night, with lanterns, clear expectations Ceremony-reading of actual quotes from witnesses in 1775 “Take care of the children”-Isaac Davis’ wife Memorial-Reading of the names of everyone who was killed-both sides
  12. https://www.womenshistory.org/education-resources/biographies/julia-ward-howe https://www.nebraskapress.unl.edu/nebraska-paperback/9780803218871/
  13. 1858-1877
  14. https://www.amazon.com/History-Nashobah-Praying-Indians-Sufferings/dp/B0BZC574YF
  15. Wastewater treatment plant https://www.bostonharborislands.org/deer-island/
  16. Parade Day in Concord, everybody wants to participate-from 1600s to modern day, there’s a plot- a chase-a linear narrative PLUS historical notes From Old North Bridge to Orchard House-the middle of town
  17. If you are a history nerd or NOT, I’d love it either way Anticipating a bunch of tourists who don’t care at all