augmenting the real with digital - creating magical moments
DESCRIPTION
We create digital experiences for museums, but how do we create magical moments for people that use digital without distracting from them from the physical environment. This is the beginning of our thinking of how to use digital challenge and surprise to delight audiences.TRANSCRIPT
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Frankly, Green + WebbCreated for: Presented by: Date issued:MEX March 2014 Lindsey Green + Alyson Webb March 2014
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Frankly, Green + Webb
User
ScreenSpace
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Frankly, Green + Webb
UsersObjects
ScreensSpace
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Frankly, Green + WebbCreated for: Presented by: Date issued:Science Museum Alyson Webb & Paul Tourle 5th August 2013
Augmenting the Real with Digital:
Creating Magical Moments
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Frankly, Green + Webb
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Frankly, Green + Webb
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Frankly, Green + Webb
What do we do?
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Frankly, Green + Webb
Our primary user experience is the space
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Frankly, Green + Webb
We want to connect them to the space
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By helping them connect with others
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And connect with the ideas
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User has be able to:•grasp a new experience instantly•use in a new context•use with very little help•always there when you need it but never gets in the way•First and one time only moment
Magical moments aren’t a nice to have,they are a must have.
The digital context
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Frankly, Green + Webb
Our users want the physical space augmented
Our users to consume content about stuff
Our users want help them create their own special experience of
the space
Our users need help to locate where they are
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Frankly, Green + Webb
Our users don’t really know digital could help them do that
Our users have quite a nice time without digital
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Frankly, Green + Webb
Our users have a low drive to use mobile
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But we know when we get digital right here, it means…
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Frankly, Green + Webb
More memories, more learning
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More likely to come back
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More likely to connect with the organisation
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More likely to share the experience
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More likely to spend
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Frankly, Green + Webb
More companies are wanting to differentiate their physical offer from the digital offer
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But use of digital augmentation is becoming more prevalent
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1. What is a magical physical experience?
2. How can we design for magical augmented experiences?
3. What challenges lay ahead?
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Frankly, Green + Webb
Magical physical experience
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How to spot aMagical
Experience
Do•Share stories about the experience•Plan to extend learning•Pointing
Say•Wow – Oh – ooh!•Laugh•I realised…•Look at this•You should try this
Think•Experienced something special•Connection to another person or ideas
Feel•Surprise•Goosebumps•Lucky•Accomplishment•Connectedness
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Frankly, Green + Webb
1. What is a magical physical experience?
2. How can we design for magical augmented experiences?
3. What challenges lay ahead?
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Frankly, Green + Webb
EXPERIENCE PRINCIPLE #1:Deliver Challenge +
Surprise
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Frankly, Green + Webb
You can’t challenge or surprise anyone if you don’t empathise with
them.
INSIGHT #1:
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What users want and expect changes how you
interact with the experience
Same for digital and physical
INSIGHT #2:
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Frankly, Green + Webb
Monday: Tourist
Sunday:Child-Led
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Frankly, Green + Webb
Example: Cultural Heritage in Wales
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RESEARCH:
1.Empty nesters2.Know the county3.Want to experience the beautiful views4.Outdoor types5.Passing interest in Cultural Heritage6.Don’t understand how tourism offers relate to their needs7.Very little signal
Example: Cultural Heritage in Wales
Not enough to want a Cultural
Heritage experience
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ACTION:1.Address Motivation - have a unique experience and appreciate the beauty of the county2.Create a Challenge – help them try something simple that they are interested in doing3.Deliver Surprise – help them discover how the history impacts on both
Example: Cultural Heritage in Wales
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Frankly, Green + Webb
Example: Cultural Heritage in Wales
TRUST•Acknowledge user needs through self identication•Use first person
CREATE•Build on existing create behaviour•Apply ideas through storytelling
LOCATE•Offer an alternative layer of understanding about a location•Use images as feedback of location•Identify attention grabbing features to reference
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Frankly, Green + Webb
PROCESS PRINCIPLE #1:Design the physical experience first
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Frankly, Green + Webb
Screen experience
Focus empathy here
Physicalexperience
And then here
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Frankly, Green + Webb
PROCESS PRINCIPLE #2:Design in the space and
test in the space
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Example: Telling stories with tablets Research for Museum of London
“…the saxon roundhouse where we sat and watched the videos and then thought
about what made our house a home and what differnces the
were between ours and theirs”
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EXPERIENCE PRINCIPLE #3:Give focus to the
digital when it matches the physical experience
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Frankly, Green + Webb
1. What is a magical physical experience?
2. How can we design for magical augmented experiences?
3. What challenges lay ahead?
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Frankly, Green + Webb
We are looking to answer these questions too:
1.As visitors with their own digital augmentation how do we help them create magical moments?
2.How do you time the augmentation and scale it to different users needs?
3.How are we/you going to work with physical designers to create a service that is both physical and digital
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Frankly, Green + Webb
If you’re wanting help thinking more about this and the other opportunities and challenges around digital interpretation – get in touch.
Our work is a mixture of:
•Design research for helping understand how audiences use digital technologies in the cultural heritage sector
•Strategic planning and concept development - for funding applications such as heritage lottery funding
•Implementation i.e getting in up to our elbows in order to help these types of projects get up and running. Find out more at:
http://www.franklygreenwebb.com