designing for visitor needs at the interface of digital and physical #mcn2015

PowerPoint Presentation

Service Design: Designing for Visitor Needs at the Interface of the Physical and the Digital

Laura Mann, Frankly, Green + Webb@lhmann @franklygw

Museum Computer Network ConferenceNovember 6, 2015

T: @lhmann @franklygw

1


2

Our expectation was that success would lie in picking the right idea for a series of digital productsMarthe de Vet, Van Gogh Museum


3

Our expectation was that success would lie in picking the right idea for a series of digital productsSo we spent a great deal of time in creating the briefs. We were clear that we were looking for innovation and we did our best to manage the risks by being as careful and specific about what the solution would or wouldn't be Marthe de Vet, Van Gogh Museum


4

Apps4K screens

Personalization

iBeacons

More tours, more options

Whats your pen?


5

More Success = Innovation

= New devices= Additional media= More functionality= More choice & personalization

Assumption


6

"Empathy for our visitors is the kind of radical innovation that our Board can't handle - they want iBeacons Anonymous, Head of Digital


7

No correlation between usage or outcomesEvidenceMore success = Innovation

New devices Additional media New functionality More choice & personalization


8


9

Digital products


10

Digital products

services


11

Digital products

A service helps someone do something

services


12

What is service design?

Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers.


13

ProductdesignExperiencedesignServicedesign Operations Processes People Marketing Communication Infrastructure

Software Hardware Information Help UX


14

Design PrincipleBuild digital services, not websites

Our service doesnt begin and end at our website. It might start with a search engine and end at the post office.

UK Government Digital Servicehttps://www.gov.uk/design-principles


15

Attract

Mobile Service Design User Journey

DecideUseDeliver ValueAttract: Who are the users and what are their needs?Decide: Do visitors understand the offer?Use: Is it easy to use? Deliver value: Does it add value?


16

2601 Stops

25 Trails & Tours

The Met Audio GuideMaximum choiceMaximum flexibility


17

Can visitors make an informed choice?Natalie looks for a highlights tour

I dont know whats in any of these so I dont know where to go first


18


19

Usability is not only whats on a screen

I think that theyre just dual numbers and I dont understand why they would have that because Im sure 3806is going to give me the same audio

(enters 3806 and listens) Yeah, it was the same thing except a different voice.

Lucy


20

Innovation = More Success

= Simplifying the interface= Limiting choices= Improved labeling

For the Met


21

The Van Gogh Museum: A New Service

22


22

Success wasImprove the visitor experienceImprove the take-up rate


23

What do you do? Why?


24

Easy to use in every context


25

How can we make this moment as frictionless as possible?

Can we halve the time it takes to hand out?


26

Device


27

Human

Staff trained to re-assure but not instruct


28

Content

Content based on what was important to the visitor

How long it takesWhat is offeredWhat they do


29


= Removing friction = Choreographing the service= Creating meaningful instructions

For the Van Gogh Museum


30


= Handout time reduced by 30%= 6% increase in take up

For the Van Gogh Museum


31

e: [email protected]: @FranklyGW


32