building authentic connections with visitors through design thinking
TRANSCRIPT
Building Authentic Connections with Visitors through Design Thinking DANA MITROFF SILVERS, DESIGNING INSIGHTS November 4, 2015
SUSAN EDWARDS, HAMMER MUSEUM
Dana Susan
@jolifanta @dmitroff
Welcome! hashtags:
#designthinking #musegames #MCN2015 #mcn?
Let’s wake up
What is design thinking?
A set of methods and mindsets for framing problems & generating
innovative, human-centered solutions
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All icons licensed from The Noun Project
Today isn’t design thinking “in the wild”
Image by the Stanford d.school
The process
Empathize Define
Prototype
Test
Ideate
REPEAT!
Image by the Stanford d.school
Organizations trained in design thinking
What are games?
Image cropped: Denver Post http://mashable.com/2015/02/07/monopoly-80th-anniversary#4WJXGPEpqkqJ
Rules-based frameworks for exploration, learning, and play
THE MAGIC CIRCLE
The Magic Circle
The Magic Circle
http://thearcadearchives.com/2015/09/27/mario-30th-anniversary-super-mario-bros-2/
Frustration
http://movietvtechgeeks.com/wp-content/uploads/2015/02/serena-williams-showing-frustration-2015.jpg
Human-centered
Bias towards action
Iterative Prototype-driven
Collaborative
All icons licensed from The Noun Project
Mindsets
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Problem-solving in museums
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Image from flickr by Knight Center of Digital Excellencehttps://www.flickr.com/photos/kcode/2879429718/
Image from flickr by Knight Center of Digital Excellencehttps://www.flickr.com/photos/kcode/2879429718/
WWhatLet’s redesign
the sharing feature.
No, users want a new
favorites tool.
Hey, how about an app?
Image by the Stanford d.school
A design thinking approach
“Design Doing”
Get a (new) partner
Not someone you already know well!
Your design challenge….
How might you make your museum*
comfortable and welcoming for your partner?
*or any museum of your choice if you don’t
currently work in a museum!
What does comfortable and welcoming look like?
Image by BBC News: http://news.bbc.co.uk/2/hi/technology/8602038.stm
Image by Local Projects http://localprojects.net/project/gallery-one/
Image by Xinhua/Wan Xiang http://news.xinhuanet.com/english2010/photo/2011-06/30/c_13959216_7.htm
Image by Seattle Art Museum http://www.seattleartmuseum.org/programs-and-learning/families
Image by Darren Milligan on flickr https://www.flickr.com/photos/brad-darren/15085988538/
Image: Whitney Museum http://whitney.org/Education/EducationBlog/AllGenderRestrooms
Image by Children’s Museum Pittsburgh https://pittsburghkids.org/about/museum-news
Your mission is to discover what comfortable and
welcoming means for your user.
Start with empathy
Empathize: what?
Empathize: why?
Empathize: methods
immersions
observations
ethnographic interviewing
Immersion
Image by Maryanna Rogers
What? How? Why? )
Observation
What? How? Why?
Ethnographic Interviewing
Warm up!
Image by Paula Carlson
Interview “tools”
Encourage stories Use open-ended questions Always ask “Why?” Allow space for silence. Take notes! [Get some blank paper + a Sharpie]
Interview your partner
Tell me about a place where you feel comfortable and welcome. o Where is it? o Why do you feel that way there?
Tell me a story about a recent experience in which you felt uncomfortable and unwelcome somewhere.
2 sessions x 3 min each
Follow-up and go deeper
“Why did you say…” “Can you say more about…” “Do you have another example of …?” “Really? And why was that?” “Why? Why? Why?”
2 sessions x 3 min each
If I had 20 days to solve a problem, I would take 19 to define it. -Albert Einstein
What problem do you chose to solve?
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What are needs + insights?
Image by Maryanna Rogers
What does she need?
Human emotional and physical necessities.
Verbs, not nouns
Opportunities, not solutions
Needs are…
Something you can see from the outside that your user cannot see.
A contradiction, a surprise, an “aha!”
Why do you think your user has this need?
What’s really going on here?
Insights are…
Examples
Insights:
A contradiction, surprise, or aha!
Needs:
Verbs, not nouns
Examples
Insights:
A contradiction, surprise, or aha!
Needs:
Verbs, not nouns
To reach To get attention To gain knowledge To learn To feel like an adult
She wants to feel smarter than her brother—he’s been getting all the attention these days!
Needs + insights mapping
Insights:
A contradiction, surprise, or aha!
Needs:
Verbs, not nouns
To reach To get attention To gain knowledge To learn To feel like an adult
She wants to feel smarter than her brother—he’s been getting all the attention these days!
4 min on your own
Coffee break
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Craft a Point of View
Craft a Point of View
User: partner name + descriptive details Needs to / a way to: verb(s) Surprisingly / Because: Insight(s)
Craft a Point of View
User: Sarah, a precocious 9-year-old from Philadelphia who loves science
Needs to / a way to: show off her knowledge from her first year at her new science magnet school
Surprisingly / Because: her older brother has been getting all the attention these days since he got accepted to an Ivy League college
Craft a Point of View
User: partner name + descriptive details Needs to / a way to: verb(s) Surprisingly / Because: Insight(s)
4 min on your own
Let’s plan a party
Photo Gerben van Heijningen https://www.flickr.com/photos/breenjones/8057415401/
Brainstorming
build on ideas headline ideas encourage wild ideas be visual go for quantity defer judgment
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Crazy8s [Prizes!! Fun!!]
5 min on your own.
1. Prep a sheet for “Crazy8s”
2. Look back at your POV
3. Brainstorm solutions to meet your user’s needs
4. Try to get more than 8!
2 sessions x 3 min each
Share ideas + get feedback
3 min on your own
Reflect + plan your solution
Lo-fidelity prototyping
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Prototype examples
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Web + mobile
72 Images by Ahree Lee
Mobile app
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Tablet app
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In-gallery interactive
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Objects
Image courtesy Michael Edson, Smithsonian Institution
Wayfinding and signage
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#mw2014proto
Programs and services
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#mw2014proto
Product or service?
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Human-scale and interactive
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Build your solution
9 min on your own
Image by Jim Richardson, SUMO
Share prototypes Ethnographic mindset
Observe, listen, question
Share prototypes Testing best practices
Hand over your prototype!
Let the user touch it
Show, don’t tell!
Stop talking + listen
Share prototypes Play test
Image by kgregson: https://www.flickr.com/photos/kgregson/3306255133/
Share prototypes Get input + learn more
What resonated? What failed? Questions? Ideas?
2 sessions x 3 min each
Image by Jim Richardson, SUMO
Share prototypes
Image by the Stanford d.school
Wrapping up
Human-centered
Bias towards action
Iterative Prototype-driven
Collaborative
All icons licensed from The Noun Project
The Mindsets
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Empowering
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It’s empowering
Image from https://lthomason.wordpress.com/category/provision-2/
It’s empowering
focus groups
usability tests
surveys
web analytics
Where does design thinking fit in?
a/b testing
market research
formative evaluation
summative evaluation
Helps us connect with the people + stories behind our data
Market research
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Focus on demographics and averages
Image by the Stanford d.school
Design research
95 Image by the Stanford d.school
Use individual stories and needs as inspiration
and a starting point for innovative solutions
Design thinking resources
DesignThinkingforMuseums.net
Design thinking resources
dschool.stanford.edu/use-our-methods
Western Museums Association Talk http://www.westmuse.org/articles/announcing-westmusings-2015
Image by the Western Museums Association
All icons licensed from The Noun Project
Questions?
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Debrief
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I like… I wish… I wonder…
!
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