MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
SEA @ the Museum Understanding Your Audience as an Integral Part of Delivering a Great Museum Experience… Before, During and After They Visit
MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
Our Agenda
What Is Experience Design (XD)?
What is Strategic Experience Alignment (SEA) & How Does It Apply to Contextual Inquiry?
Case Study: The Morris Museum
Discussion: Who Is Delivering Interesting Experiences?
Discussion: What’s Next? How Does Tech Fit in?
3 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
Who Am I?
Graduated BU ’98, BA in Literature Graduated SHU ‘00, MA in Literate
AKA Prof MacLaren, 98-00 (English Dept) Married Rich Hall, AKA “The Donk”, SHU ’99,
Stillman School of Business
Accenture 00-07, Manager, User Experience Practice for North America CHT
MISI 07-Present, XD Strategist and AD
Museum Experience Worked with the MET 2002-2003 on Digital
Experience for “Manet/Velazquez: The French Taste for Spanish Painting”
Other Museums/ Cultural Projects of Note: Wolf Trap, Atlanta Museum, The Louvre
Began working with Morris Museum Spring ‘10
MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
What is Experience Design (XD)?
5 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
It goes beyond putting the button in the right spot… Experience Design comprises of ALL of the formal and informal
interactions that occur between you and your customer across both digital and analog channels
6 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
What are they trying to do?
Who is your audience?
How can you help them do it?
If You Take Away Nothing Else…
MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
What is Strategic Experience Alignment (SEA)?
8 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
Once Upon A Time…
9 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
From where they stand, their priorities clash
10 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
Enter Joe Patron
11 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
…who gets caught in the middle
12 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
Instead of fighting over him, they should be listening to him…
13 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
…because when Joe is happy, everybody’s happy.
14 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
SU
CC
ES
S
WHO IS YOUR JOE? What is he trying to do?
15 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
SU
CC
ES
S
Are we helping him to succeed?
16 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
Aligning systems, processes and people with the experiences a
business must support in order to achieve their strategic objectives
Strategic Experience Alignment:
17 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
“Everything I learned about User Experience I Learned From Jimmy Buffet”
It’s All About the End-to-End Experience – “…Like catching up with old friends you never you knew you had in a familiar place you’ve
never visited.”
by Greg Hintermeister, Interactions Magazine
Purchasing Tickets Online • Easy process • Parking included
Interim Planning • Parrothead Newsletter on
“planning and getting started”
Arriving in Concert City • Friendly hotel employees
who know what you’re here for
Pre-show / Tailgating • Buffett sponsored
activities to set the atmosphere
Concert • The core of the whole
experience
Post-Show • Morning-after brunch with
strangers who are now friends
Loyal Fan
New-Comer Contributing Factors in the Experience
It’s All About the Performance
• The performance is the core service so it must be spot on or it’s a deal-breaker.
It’s All About Delivering the Basics… Flawlessly
• Most songs are basic, overplayed and everyone knows them – but that’s what people are there for so sing it loud and proud.
It’s All About Being Social
• Buffett concerts turn individual strangers into “loyal friends who will use word of mouth, money, and emotion to promote his product.”
It’s All About Trust
• Buffett-fans invest enormous time and money to see a concert because there is implicit trust that it is worthwhile in the end.
It’s All About the Attitude
• Buffett’s brand is his laid-back, smile and laugh attitude that is pulled through at every touchpoint of the concert experience.
18 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
Your visitors are your customers
You have other customers too… the benefactors, the volunteers, the corporate sponsors… and other artists (especially if you are local)
Every time they interact with you, they experience your brand
They will tell others their experiences (the good, the bad, the ugly)
Near by/ similar institutions to yours can be your competition or your partner
Like it or not, Your Museum IS Your Business
Don’t underestimate the power of the smallest interaction.
MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
Story Time: The Morris Museum
20 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
Story Time: The Morris Museum and SEA
Prior to 1927 – Objects and Artifacts for display @ Morristown Neighborhood House
1927 – Continues to grow, focus on education and engagement
1938-1956 – Museum occupies Maple Avenue School, focus on community relationship building – particularly with local schools
1943 – Museum incorporated, education outreach
1963 – Moves to “Twin Oaks, the former Frelinghusen Estate (the old mansion)
1970 = Gallery space increased, 312-seat theater added
1990 – Complex further expanded to 75,524 (modern architecture design to new additions)
Morris Museum & Bickford Theater Branding & Communication Strategy Executive Brief September 15, 2010
Agenda
I. Approach Our Mission Research Overview Who We Spoke To
II. Key Themes Branding Marketing Physical Space
MISI Company, Ltd. | Classification: Confidential | Information owner: MISI Company Disclosure range: MISI XD employees and Morris Museum Employees and Volunteers
III. What’s Next?
IV. A Little Surprise
Approach: Our Mission Increase awareness and cross-pollination of the Morris Museum and Bickford Theater
Via clear and engaging brand strategy Via audience focused multi-touch, diverse communication strategy Increase active participation in Museum & Theater programs
Attendance & Enjoyment Membership & Donation Volunteerism & Engagement
MISI Company, Ltd. | Classification: Confidential | Information owner: MISI Company Disclosure range: MISI XD employees and Morris Museum Employees and Volunteers
Community awareness Perceptions of the current experience at
the Museum and Theater Perceptions of current brand and
marketing materials Key support drivers Areas of opportunity for expanding the
reach of the Museum and Theater General online behaviors
Approach: Research Overview Interviews, surveys, and web analytics were performed to better understand:
MISI Company, Ltd. | Classification: Confidential | Information owner: MISI Company Disclosure range: MISI XD employees and Morris Museum Employees and Volunteers
Actual Experience
Volunteers
Physical Space
Marketing Tactics
Museum Intercepts
Theatre Intercepts
Community Intercepts
Online / Email
Surveys
Online Competitive Assessment
Branding Sessions
Approach: Who We Spoke To As a next step – we will want to speak more with Museum volunteers.
MISI Company, Ltd. | Classification: Confidential | Information owner: MISI Company Disclosure range: MISI XD employees and Morris Museum Employees and Volunteers
Research included 390 participants
Theme: This Is Not Your Parents’ Morris Museum The juxtaposition of old with new and art with science is at the heart of why supporters love the museum and theater – go with it.
MISI Company, Ltd. | Classification: Confidential | Information owner: MISI Company Disclosure range: MISI XD employees and Morris Museum Employees and Volunteers
Theme: This Is Not Your Parents’ Morris Museum Instead of hiding it in a by-line, make it the lead in your brand strategy – your base will continue to connect with you, and your target will be curious to learn more.
Theme: Broad-Reaching Marketing Will Be Key Go beyond word-of-mouth when looking to reach new audiences, they may not be connected to those who are already “in the know”.
MISI Company, Ltd. | Classification: Confidential | Information owner: MISI Company Disclosure range: MISI XD employees and Morris Museum Employees and Volunteers
Theme: Once You Have Got Them There… The physical experience of the Museum should reflect the brand with every interaction a visitor has; it should also ensure they leave with a plan to return.
MISI Company, Ltd. | Classification: Confidential | Information owner: MISI Company Disclosure range: MISI XD employees and Morris Museum Employees and Volunteers
Spatial Recommendations: Leverage Lobby Area as a “Hook”
Center Door
Gift
Sho
p
Offi
ce
Theatre Entrance Restroom
Desk
Museum Welcome
Area
Theatre Signage
Signage
Signage
Signage
Signage
Table
Table
Table
Table
Table
Table
Table
Table
Table
Kiosk
Kiosk
Kiosk
What’s Next?: Prioritizing Areas of Opportunity Based on the research conducted, we believe there are some immediate things the MM and BT can begin working on while longer term activities are in the works.
MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
Discussion: Who Is Delivering Interesting Experiences?
38 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
MET Egyptian Exhibit – general experience and ambiance
Seattle Center Student Dossiers & “Edutainment”
Wolf Trap Benefactor and Donor Engagement
National Museum of the American Indian Collaborative Program Design (Curators, Educators, Students/Visitors,
and Technologists) “Giving Museum Goers What They Want”, (NYT 05132010:
http://www.nytimes.com/2010/05/16/arts/design/16oakland.html?src=me&ref=arts )
A Few Examples to Get Us Started
MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
Discussion: What’s Next? How Does Tech Fit In?
40 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
In-museum Mobile Applications (“From Picassos to Sarcophagi, Guided by Phone Apps”, NYT 10/1/2010: http://www.nytimes.com/2010/10/02/arts/design/02apps.html?_r=1 ) Brooklyn Museum (Virtual Dossier) American Museum of Natural History (Geo Location)
Virtual and Second Life Galleries MET (Comparative Art, Art in Context) Virtual Gallerie (http://www.virtualgallerie.com/) Wide Open Education (
http://oedb.org/blogs/wideopen/2007/old-masters-picture-gallery-in-second-life/ )
Social Media
…
A Few Examples to Get Us Started
MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
Thank you!
Jerilyn MacLaren-Hall MISI Experience Design Strategist [email protected]
Connect with me on LinkedIn: http://www.linkedin.com/in/jmmaclarenhall See my blog entries here: http://www.misicompany.com/xdblog/index.php/author/jmaclarenhall/ Follow me on Twitter: <jmmaclarenhall> and <MisiCompany>
Informed Experience Design • Innovative Solutions • Strategic Staffing www.misicompany.com