Strategies for Visual Research by Adam Burges

S.V.R.

DEVELOP

CONCEPT CHALLENGE

STRATEGIES FOR VISUAL RESEARCH

introduction........................ 5 discover................................ 7 delve.. .................................... 25 define.................................... 43 develop................................. 65 deliver.. ................................. 83 conclusion.......................... 95

DEVELOP CONCEPT CHALLENGE

â&#x20AC;&#x153;This unit focuses on the exploration and development of a range of practical visual research methods useful to graphic design practice. These should be universal methods that can be applied whilst exploring and solving any communication design problem.â&#x20AC;?

iNTRODUCTION STRATEGIES FOR VISUAL RESEARCH

This book has been produced in response to the Strategies for Visual Research project undertaken by final year Design for Graphic Communication students at LCC between October 2010 and January 2011.

The book is the result of a collaboration between Adam Burges and Obie Campbell. We had a third team member, Isabella Fernandes, who has produced a separate outcome. The book has two main goals; to document the progress of the project and to highlight the research methods we used. Research methods are denoted by the ‘R’ symbol below.

The project required us to form groups of three to five people and work together in a manner called Problem-Based Learning. Put simply, Problem-Based Learning means learning by doing and sharing. It helps students learn to deal with real-life, ill-defined and structured problems. The hope is that by working in this way now, we will be better prepared for situations we will experience when we enter the design industry.

= Research Method

Throughout the project we kept a blog to archive and share our work. The blog can be visited at www.givingandgetting.tumblr.com

The main focus of the project was to explore and investigate research methods. The design process was broken down into five research stages: discover, delve, define, develop and deliver.

DEVELOP RESEARCH METHODS USED IN THIS STAGE

Analyse the brief

Start a blog

List potential research methods

Define the triggers

Select possible clients

Define key words from brief

Research client online

Establish an action plan

discover Weeks 01 â&#x20AC;&#x201C; 02

Investigate research methods that help designers discover design problems and opportunities for creative practice Weeks 01 and 02 were set aside for working on the discover stage. The goals of the stage were to investigate research methods, conduct initial research into our triggers and start thinking about design problems related to our triggers. We spent the first week getting a group together and selecting our triggers. In addition to this, our group complicated matters slightly by deciding that we wanted to use the project as an opportunity to enter a national student competition! The facing page shows the key research methods we used in this stage. They are explained in further detail throughout the chapter.

Adam Burges

Obie Campbell

Isabella Fernandes

DISCOVER PROBLEM BASED LEARNING

Our group was comprised of Adam Burges, Obie Campbell and Isabella Fernandes. We decided to operate as a team and undertake the entire project as a group. We knew this would be a challenge but felt it would further enhance the relevance of the project since most design studios operate as teams. We felt three was a good size; we all bought different individual strengths to the group such as prototyping, documenting, copy writing and project management.

DISCOVER PROJECT TRIGGERS

Formulating a brief requires three basic elements: client, message and target audience.

Client: 01 Non-Govenment Organisation 02 Political/Elected Party 03 Supermarket Chain 04 Global Corporation 05 Cultural organisation 06 Small Comapny

We were presented with a series of six choices for each and asked to roll a dice to determine which of the clients, messages and target audiences we would base our project upon. The triggers shown right were to be the starting point for our project but the exact nature and purpose of the brief were up to us to define.

Message: 01 Become Greener 02 Help Others 03 Become Healthier 04 Educate Yourself 05 Be More Confident 06 Appreciate culture Target Audeince: 01 Inner City 15–20’s 02 Middle Class Housewives 30–40’s 03 Working Class Men 30–50’s 04 Style Conscious 20–30’s 05 Recently Retired Professionals 06 School Children 5–10’s

DISCOVER OUR TRIGGERS

CLIENT CULTURAL ORGANISATION MESSAGE APPRECIATE CULTURE TARGET AUDIENCE RECENTLY RETIRED PROFESSIONALs

DISCOVER RESEARCH METHODS

The main goal of the stage, and the whole project, was to investigate research methods; this meant both utilising existing methods and coming up with our own. During this stage we brainstormed all the methods we could think of; found methods in books and online; borrowed methods from our classmates and invented some of our own. We then started categorising them and assessing which ones would be most useful for each stage of the design process. We realised that most of the methods that we knew, and had previously used, were actually ideas generation techniques. We needed to come up with new methods for learning about our client, for understanding our target audience, for gathering data and collecting primary research.

DISCOVER DISCOVERING THE CLIENT

At the outset we were unsure about what a Cultural Organisation actually was. We decided to make a list of all the orgnisations that came to mind, and started researching them online.

DISCOVER DISCOVERING THE MESSAGE

what is a cultural organisation?

Dictionary definition of culture 1. a particular society at a particular time and place 2. the tastes in art and manners that are favored by a social group 3. all the knowledge and values shared by a society

ADAM’S DEFINITION An orgnaisation in the cultural sector that promotes or supports a cultural activity such as: literature; visual, community, performing arts; music; crafts; design; television; video; radio; film; or movable cultural heritage. OBIE’S DEFINITION A cultural organisation promotes and shares the interests of a particular subject or activities. Knowledge and values are shared at a particular time or place. Interests might include dance, the arts, theater, film, drawing, opera, music, ballet, comedy, museums, galleries, world heritage, sport.

Dictionary definition of an organisation a large international organization: company, firm, corporation, institution, group, consortium, conglomerate, agency, association, society; informal outfit.

ISABELLA’S DEFINITION An organisation that is specific to a particular lifestyle, heritage, religion, etc that promotes awareness, ideals, values and also allows people with these similar interests to get together and publicize their interests to others.

DISCOVER CREATE A BLOG

www.givingandgetting.tumblr.com

DISCOVER RSA STUDENT AWARDS

After checking with our tutor Darren, we decided to use the brief as an opportunity to enter a national student competition. The RSA (the Royal Society for the encouragement of Arts, Manufactures and Commerce) had a brief called Giving and Getting which had many parallels with our original brief and triggers.

Giving and Getting Choose an existing charity and design a means by which it can increase its fundraising and other resources. Make it easier for people to give, or for charities to ask - or both.

The RSA Student Design Awards scheme challenges professional designers-in-training to apply their skills to difficult social issues. The briefs are well known for being research driven and encourage participants to think about the positive impacts design can have within society.

S ARD W A ENT

FI T T

TOO L L I EB

Use design to evoke need and inspire generosity.

P STO O LL TO E BI H T IT DS F R A AW ENT D U ST R SA ! SS PR E P O ST 17

PR E

R SA SS !

A T AW N E UD

DISCOVER ANALYSIS OF THE RSA BRIEF

Obie’s analysis

Adam’s analysis

DISCOVER DEFINITIONS

definition of GIVE

definition of ASK

1 freely transfer the possession of (something) to (someone); hand over to • bestow (love, affection, or other emotional support) • administer (medicine) : she was given antibiotics. • hand over (an amount) in exchange or payment; • communicate or impart (a message someone) : 2 cause or allow someone or something to have something, provide or supply with • allow (someone) to have (a specified amount of time) for an activity or undertaking. 3 carry out or perform (a specified action) • provide 4 state or put forward (information or argument) 5 alter in shape under pressure rather than resist or break

Inquire, make requests, demand for something or somebody, direct or put, request and expect, address a question to and expect an answer from, ask or require for as a price or condition.

DISCOVER PICKING A CLIENT

We went back to our list of cultural organisations and researched which ones were listed as charities. The Big Give was very useful for this (www.thebiggive.org.uk). We researched several arts organisations and galleries and discovered that the Tate has a charity.

TATE FOUNDATION Charity Number : 1085314

The Tate Fund is an annual campaign which provides invaluable resources across the galleries, wherever the need is greatest.

As a group we were surprised to find out that the Tate is a registered charity, and wondered how many other people were aware of this. We also felt that the Tate could be an interesting choice because of the proposed government cuts to the arts.

DISCOVER VALUES OF THE TATE

conserving the collection Learning for alL Building the collection

conclusion DISCOVER STAGE

ADAM

OBIE

By choosing the RSA brief we gave ourselves quite a specific design problem. Looking back, Iâ&#x20AC;&#x2122;m not sure that we experimented with research methods during this stage, as much as we could have done. I feel we could also have done more research into our triggers, and perhaps allowed ourselves to define the brief too early. On the plus side, it meant we had a clear focus.

The RSA brief was a great opportunity to use the research skills and processes required from the Strategies in Visual Research brief. We thought it was better to work in a team of three; whilst two people could be sharing and working upon ideas, one could be documenting the exchanges in conversations, and work produced. We each had different skill sets too, which were great to combine. In this stage I found that my strengths were in exploring the the brief, and unpicking the keywords and thoughts, helping to set up and keep the Giving and Getting blog updated and to document every activity.

I was excited about the prospect of working as a group throughout the project. I have often felt quite isolated working on my own on university projects, especially having spent the summer interning in a design studio. I knew it wouldnâ&#x20AC;&#x2122;t be all plain sailing, but I feel working with people is something I enjoy and am good at.

It felt strange to break the stages down over a variety of weeks, but that enabled us to explore the discover stage slowly but intensely.

One of our most successful methods of the stage was setting up a blog to store and share information and ideas.

Working in a group felt like an appropriate task for the design challenge ahead of us. We were able to use secondary resources to conduct literature reviews, define terminologies, and plan the our next stages of research methods.

DELVE RESEARCH METHODS USED IN THIS STAGE

SIX THINKING MEN RESEARCH THE SECTOR

CONSIDER ALL FACTORS NEWSPAPER CLIPPINGS EXPERIENCE TATE OBSERVE TATE

MEET TATE VISIT & ANALYSE COMPETITION VISUAL AUDITS

deLVE Weeks 03 â&#x20AC;&#x201C; 04

Focus on research methods to delve deeper into design problems, unearth possible routes and paths to follow While the discover stage required us to undertake broad and wide-ranging research; the delve stage required us to narrow that research and focus on the most interesting areas. For us this meant becoming experts on galleries, fundraising, donating and our client. Research methods used in this section included gallery visits, primary data collection, visual audits and interviewing the client. The facing page shows the key research methods we used in this stage. They are explained in further detail throughout the chapter.

DELVE WHO, WHAT, WHY, WHEN, WHERE, HOW?

DELVE SIX THINKING MEN

DELVE VISUAL AUDIT: WAYS OF DONATING

DELVE CONSIDER ALL FACTORS: WAYS OF DONATING

DELVE SAVE THE ARTS

We found several campaigns devoted to funding and saving the arts. We researched into how they raised money and awareness. We particularly liked the short animation that David Shrigley had made for Save The Arts.

DELVE CUTS IN THE PRESS

We built up a collection of clippings of articles in the press reporting and commenting on the cuts to the arts. This was useful because it enabled us to gain lots of facts and information that might otherwise have been very hard to track down, and also gauge other peopleâ&#x20AC;&#x2122;s views on the subject.

DELVE EXPERIENCE TATE

DELVE VISUAL AUDIT: VISITOR TOUCH POINTS

Shop

Coat donation

Send a video message

Draw

Leave an opinion

Games for all ages

Interactive zone

Explore Tate

Views of London

Eat in the cafes

Visit exhibitions

We tried to engage with everything Tate has to offer. We documented our experiences and produced visual audits to help us analyse them.

To make sure we had a proper understanding of the visitor experience, we made several visits to both Tate Modern and Tate Britain.

DELVE VISUAL AUDIT: DONATION MESSAGES

DELVE MAPPING DONATION POINTS AND MESSAGES

Toilets Lift Entrance Tate Messages Tate Donation Boxes

7 6

Bar Members

5 4 Bar

lays

ibiti

Exh

lays

isp nD

ibiti

Exh

ibiti

Exh

isp nD

ays

l Disp

Shop Cafe Shop

e Tick Main e Entranc 35

DELVE MEET TATE

Adam arranged an interview with Kathrin Ostermann, Head of Individual Giving at Tate. It was an opportunity to find out more about Tate’s current strategies for fundraising and

see how our project could be most beneficial to them. We also wanted to see if we could define a target audience.

What are the differences between Tate, Tate Fund and the Tate Foundation?

Tate is the name of the charity, Tate Foundation is the Tate’s charitable wing and the Tate Fund is the name for the annual collection.

What are Tate’s thoughts on Brian Sewell’s idea to instal turnstiles and charge £1 entry to all visitors? Tate is committed to free entry, so this is a no-go idea!

ow do Tate feel about being classified H as a charity?

We try to be quite reserved not make a big deal about it. We feel we can exist alongside more traditional charities as people don’t tend to view giving to the arts as giving to charity.

What techniques and methods do Tate currently use to fundraise? • We use direct mail and email campaigns when seeking to aquire a new work, donation boxes are sometimes placed next to the artwork aswell • Example of asking directly for donations was the Rubens campaign to aquire a Rubens • We tend to use direct mail when targeting visitors of Tate Britain and email for Tate Modern visitors • We are looking to use Facebook and Twitter much more in the future

How can our project be most useful to Tate? In which areas does that Tate need to increase its fundraising? We’d love to find ways to increase the number of people donating on the day of their visit. W’d be extremely interested in any research and solutions you can develop in this area.

DELVE GALLERY VISITS

V &A Hayward

Imperial War Museum Barbican

DELVE SCIENCE MUSEUM DONATION DRIVE

The Science Museum had a team of people asking visitors to donate, giving information about funding and offering stickers to donaters. 39

DELVE VISUAL AUDIT: DONATION BOXES

We decided to visit as many galleries and museums as we could between the three of us. We wanted to experience the â&#x20AC;&#x2DC;competitionâ&#x20AC;&#x2122;, and see how they ask visitors for money. We tried to document all the various donation boxes we came across and produced this visual audit to help us analyse them.

conclusion DELVE STAGE

ADAM

OBIE

This stage was all about primary information gathering. We spent a lot of time visiting the galleries and museums of London - observing and experiencing. We were surprised to see The Science Museum undertaking a drive to increase donations (p.39), which although appeared to be successful, actually seemed to be making visitors feel pressured and uncomfortable.

It was important to discover the terms used and what the meanings meant to be able to understand what the RSA and University required of us. We also had to keep in mind that this was a creative research project and not to get confused with market research! We started to identify the problems with giving/donating and how it can be improved using a variety of methods including literature reviews, audience observation, photo-observation etc..

Meeting and interviewing someone from the The Tate was a really key part of the stage for us, and an essential research method. Kathrin Ostermann (Head of Individual Giving) was extremely helpful and very interested in the project. We knew that she would be an excellent contact as the project progressed.

The Tate did seam like an obvious choice at first, but our immediate thoughts were, “We didn’t know that the Tate was a registered charity!”. The following weeks were a great challenge to change people’s perceptions and attitudes towards giving and getting using design-led thinking.

DEFINE RESEARCH METHODS USED IN THIS STAGE

Analyse the brief

List potential research methods

Define the triggers

Select possible clients

Define key words from brief

Research client online

Establish an action plan

definE Weeks 05 â&#x20AC;&#x201C; 06

Look at methods and processes that help define ideas and thinking regarding design problems. This was a particularly productive stage for us, we identified key research questions and devised several methods that allowed us to gather primary information.

DEFINE RECAP OF THE BRIEF

â&#x20AC;&#x153;Choose an exisiting charity and design a means by which it can increase its fundraising and other resources. Make it easier for people to give, or make it easier to ask - or both.â&#x20AC;? RSA Student Design Awards brief

DEFINE DEFINING THE TARGET AUDIENCE

Our research has confirmed that Tate Modern and Tate Britain attract a completely diverse range of people. Tate want us to target all of their visitors and alienate none of them. We have to keep our target audience broad. This is the challenge! Adam, Obie, Isabella

DEFINE CLIENT/MESSAGE/ TARGET AUDEINCE

CLIENT TATE MESSAGE INCREASE DONATIONS ON THE DAY OF VISIT TARGET AUDIENCE PEOPLE WHO DO NOT DONATE we came up with some key research questions to help us develop a solution …

DEFINE GALLERY/MUSEUM PRINTED MATERIAL AUDIT

DEFINE RESEARCH QUESTION

What puts people off What ways will donating? people happily donate? :+$7 7+,1*6 387 <28 2)) '21$7,1*" :+$7 :$<6 :28/' <28 +$33,/< '21$7("

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ARE YOU AWARE OF THE GOV CUTS TO THE ARTS?

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DEFINE RESEARCH METHOD

How did we find this out? We asked 24 family & friends the same three questions and collated our answers.

DEFINE RESEARCH QUESTION

what are the main barriers to donating?

hat are the main drivers w for donating?

no spare change today

wanted to support the gallery

already paid today

wanted to get rid of some spare change

didnâ&#x20AC;&#x2122;t even think about it enjoyed my visit and wanted to show my appreciation

already a member

DEFINE RESEARCH METHOD

barriers

drivers

How did we find this out? We made a barriers/drivers donation box and asked Tate visitors to â&#x20AC;&#x2DC;donateâ&#x20AC;&#x2122; their answers.

DEFINE

NDINGS

RESEARCH QUESTION

WHAT % OF VISITORS ARE AT LONDON PERCENTAGE OFDONATING VISITORS DONATING GALLERIES AND MUSEUMS?

AT LONDON GALLERIES AND MUSUEMS

5.6%

36%

Tate Modern

V&A

Science Museum * distorted due to the fact a team of fundraisers were on hand.

2.3%

1.2%

Tate Britain

Natural History Museum

Imperial War Museum

www.givingandge

DEFINE RESEARCH METHOD

How did we find this out? We visited each gallery, observed the number of people leaving and counted how many were donating. We did this for 20 minute spells and worked out the percentages. 53

DEFINE RESEARCH QUESTION & METHOD

what are the most common methods of transaction? MOST POPULAR METHOD OF TRANSACTION TO THE LEAST

OYSTER CARD DEBIT CARD COINS NOTES ONLINE PAYMENT

VOUCHER

How did we find this out? We made ‘transaction cards’ and asked friends to keep a note of their transactions over a week

DEFINE RESEARCH QUESTION & METHOD

what do people actually carry in their wallets?

How did we find this out? We asked friends and family to completely empty the contents of their wallets and took a photograph of the contents.

DEFINE RESEARCH QUESTION

how much do people think a visit to tate is worth?

£6

what do people think they should donate?

£3

what would people actually donate?

£4.50

DEFINE RESEARCH METHOD

How did we find this out? We created a ‘Tate Value Questionnaire’ and asked gallery visitors outside Tate Modern for their thoughts.

DEFINE RESEARCH QUESTION

LIKED AND DISLIKED WORDS WHEN ASKING FOR DONATIONS

DISLIKE

DEFINE RESEARCH METHOD

How did we find this out? Peer-to-peer research. We presented classmates with a list of words and asked them which 3 they thought were most and least effective. 59

DEFINE RESEARCH QUESTION AND METHOD

what percentage of funding is from the public?

How did we find this out? The ’Tate messages’ around Tate Modern contain snippets of information, facts and figures.

DEFINE RESEARCH QUESTION AND METHOD

donation box effectiveness

How did we find this out? We analysed the shape and colour of all of the donation boxes from our visual audit in the define stage.

DEFINE SUMMARY

summary of key findings

People disl ike • b e ing a s ke d d ire c tly • not knowing where the mon ey goes • being made to feel guilty • certain words used Many visitors don’t even think about donating

Peop

ed to r a p pre e r a le

Peop l

te £ a n o d

e wa

nt to s

upp or t t

he g alle r

Many visit ors think th ey have no spare cha nge but in fact most people do have some small change or coppers o n th e m

conclusion DEFINE STAGE

ADAM

OBIE

This was a really productive and enjoyable stage for us. The official goal of the stage was to define a design problem, but our brief had been pretty well defined by the RSA! We used it to gather specific research about donating and the Tate. We set about this by working out what we needed to know and creating a series of research questions. This approach allowed us to ‘invent’ a lot of research methods specific to our project.

We had the opportunity of a brief already created for us, we knew that our mission was make it easier for charities to give or ask - or both and our client has been picked in the Delve stage, but we were unsure about who our target audience was. When visiting the Tate it seemed that there was a variety of visitors from different ages, cultures and social backgrounds. The talk with Catherine helped us to focus on an individual audience target but instead all the people who do not donate on the day. This changed our direction, and we started to think about what motivates people to donate and why.

We gathered lots of primary information, and tried to do this in ways that were fun and engaging for the participants, such as the barrier/driver donation box (p.51)

Designing the PDF’s each week with Adam helped us to clarify our aims and objectives. In this stage I enjoyed observing, looking at the language used and recording conversations to help us think of clearly about the triggers and what creative methods we could use.

DEVELOP RESEARCH METHODS USED IN THIS STAGE

CREATE LIST OF MAIN GOALS SUMMARISE MAIN RESEARCH FINDINGS USE DESIGN WITH INTENT CARDS DEVISE SOLUTIONS TO THE BARRIERS SIX THINKING MEN CONCEPT CHALLENGE VISUALISE IDEAS ONTO SEPARATE CARDS USE CARDS TO GUAGE RESPSONSE TO IDEAS DEVELOP IDEAS BASED ON FEEDBACK

develop Weeks 07 â&#x20AC;&#x201C; 08

Look at ways designers develop ideas into prototypes and proposals to answer design problems. This stage was primarily about ideas generation, prototyping and testing. We came up with several concepts and developed methods to help us gain feedback. We used this feedback to evolve and develop our ideas then re-tested them.

DEVELOP SUMMARY OF KEY FINDINGS

DEVELOP SUMMARY OF MAIN FINDINGS

alue V • Visit to the Tate worth £6 • Ideally would donate £4.50 • Prepared to donate £3 Barriers • I have no money or spare change today • I didn’t even think about it • I’m already a member / I have already paid today Drivers • I wanted to get rid of some spare change • Enjoyed my visit and wanted to show my appreciation • I wanted to support the gallery

DEVELOP IDEAS GENERATION TECHNIQIUES

CONCEPT CHALLENGE

SIX THINKING MEN

DEVELOP IDEAS GENERATION TECHNIQUES

SOLUTIONS FOR BARRIERS

DESIGN WITH INTENT CARDS

DEVELOP FUN THEORY

Joanna suggested that we look at the fun theory and the chlamydia campaign as good examples of behaviour change projects. The best fun theory example we find was the Bottle Bank Arcade which made use of a game to encourage positive action. The chlamydia campaign was interesting because it had a strong message - test yourself for chlamydia - but also made action easier by offering testing kits to people outside toilets. Joanna suggested we didnâ&#x20AC;&#x2122;t just need to persuade people to donate, we needed to find a way to make it easier for them to doante too.

DEVELOP SKETCH IDEAS

Adam sketched up our favourite ideas. We felt it was important to have something visual to show when explaining our concepts to others.

DEVELOP IDEA CARDS

IDEA #1 WHAT IS IT? Choice Map

HOW DOES IT WORK? Choice Map attempts to persuade vistors to even make a donation of 3p. If you do donate, putting money in the machine enables access to the Tate’s Limited Edition App and Online Access. This is communicated through a ticket system

FEEDBACK COMMENTS • The copy needs to be witty • It’s good for children • I wouldn’t look down on the floor • I would feel guilty walking down the ‘no’ path • It could be seen as offensive • Like the idea of being lead • It’s time consuming Our average visitor donation is 3 pence. Coppers would be great! Thankyou! You have access to our limited edition app! YES!

Not got much change? How about a tip? NO!

Tate is free! Will you make a donation?

DEVELOP IDEA CARDS

IDEA #2 WHAT IS IT? Petition Wall

HOW DOES IT WORK? To raise awareness of the cuts to the arts and to start a fun conversation piece within the gallery. For a fee of their choice, people will be able to record their message to the Tate about the cuts and also listen to what others have to say. When they take part they will receive information about the new mobile app and a personalised loyalty card to use in the Tate coffee shop. This card will have a picture of them taken from their video on the back.

FEEDBACK COMMENTS • A private booth is needed • Could this be more of a discussion Chinese Whispers? • What about shy people? • I want to put my money somewhere quickly • Online streaming? • Loyalty card?

DEVELOP IDEA CARDS

IDEA #3 WHAT IS IT? Mobile App

HOW DOES IT WORK? Contains news about the Tate, access to monthly, limited edition prints from artists that you can download for a fee of your choice, and feedback on how the Tate is using the money they raise from you for the better.

FEEDBACK COMMENTS • Will the artists be paid for this? • What stops people from sharing? • Not available to wide audience • Good for people passionate about art

DEVELOP IDEA CARDS

IDEA #6 WHAT IS IT? Tate Tree

HOW DOES IT WORK? The Tate tree is a metaphor for how money can have an immediate impact. Tate donators will be able to see how their helps to look after Tate’s collection and resources. This is a metaphor for showing people how a contribution can make a place grow. • The tree starts of as nothing. • As people add money it gradually starts to grow by parts of it illuminating using light.

Grow Tate

FEEDBACK COMMENTS • You can physically see your donation helping • Tree is obvious - something more related to art? • Value indicator? • What happens when the tree has finished growing? • Could it be more personal?

DEVELOP IDEA CARDS

IDEA #5 WHAT IS IT?

3 Pence campaign

HOW DOES IT WORK?

s 'ET VISITORS TO QUESTION THE VALUE OF THEIR VISIT s (IGHLIGHT THAT THE AVERAGE VISITOR DONATION IS PENCE lNDINGS FROM OUR RESEARCH s !SK VISITORS TO HELP US RAISE THAT AMOUNT !SK FOR SMALL CHANGE COPPERS ETC

HOW MUCH DO YOU THINK WEâ&#x20AC;&#x2122;RE WORTH?

s $ESGIN A BOX THAT ENCOURAGES DONATION OF SMALL CHANGE IT MAY LIGHT UP HAVE SOUND OR A LIVE FEEDBACK MECHANISM LIKE A COUNTER

FEEDBACK COMMENTS â&#x20AC;¢ The campaign canâ&#x20AC;&#x2122;t stand alone â&#x20AC;¢ Can you do something with 3p? â&#x20AC;¢ Needs to be interactive

OUR AVERAGE VISITOR

3P help us increase that amount

DEVELOP IDEA CARDS

IDEA #6 WHAT IS IT?

MULTIPLE DONATION BOXES

HOW DOES IT WORK?

Multiple donation boxes either dotted around the gallery or grouped together. They would have different feedback mechanisms hooked up to a live donation feedback counter.

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ANY FEEDBACK PLEASE?

th an ks !

thanks!

light

sound

camera

trapdoor

DEVELOP USING SOCIAL NETWORKS FOR FEEDBACK

DEVELOP GRADING IDEAS

DEVELOP DEVELOP IDEA BASED ON FEEDBACK

conclusion DEVELOP STAGE

ADAM

OBIE

This was probably our most challenging stage we started to realise what a tough task we had set ourselves - getting people to give money away for nothing is extremely hard!

Quickly prototyping the ideas, was a great skill to learn, it also gave me the confidence to share the ideas with other people, and explain the the ideas, clearly and precisely. Allowing our peers to vote on the best ones, gave us an over view of what ideas we could work and develop on.

I found being part of a team, rather than working alone, very beneficial in the ideas generation process. Opening up and discussing ideas allowed us to get instant feedback and different perspectives. Hopefully it meant our ideas were considered and relevant.

I had to keep in mind not loose sight that we are designers, and perhaps we might find it hard to create a whole new experience without considering professional advice from others about the logistics.

There were a couple of very successful research methods to take away from the stage. Artworking our best ideas on to individual cards helped us to explain concepts to people quickly and using social networks proved very beneficial for getting large amounts of feedback in a short time.

DELIVER RESEARCH METHODS USED IN THIS STAGE

analYse positves from previous ideas

use feedback to develop idea

create prototypes & sample artwork

test the concept

summarise the concept

create a pitch

present to client

use client feedback to develop final outcome

deliver Weeks 09 â&#x20AC;&#x201C; 10

Look at ways you can deliver ideas and proposals to stakeholders in more creative and successful ways. After much contrasting feedback from peers and tutors we decided to present our concepts to Kathrin Ostermann. Her feedback allowed us to develop the most viable idea and make an animation of the concept.

DELIVER MAPPING THE IDEA

DELIVER OUR PROPOSAL

TATE DONATE

what is Tate Donate is a new subsidary of Tate brand that focuses on increasing visitor donations

www.givingandgetting.tumblr.com

THE INSTALLATION SERIES

THE TATE FESTIVAL A festival will coincide with the launch of the first installation. It will celebrate all things Tate but its focus will be on raising interest in donating. It will also aim to encourage greater engagement WITH 4ATE ACTIVITIES AND SEEK TO CREATE A greater unity between the four galleries

www.givingandgetting.tumblr.com

We will design an identity for the festival and suggest content

Artists and designers are invited TO CREATE SITE SPECIlC ARTWORKS which encourages interaction and donation. Each installation will be created to raise funds for a specific target, such as a new roof, and will exist until the target is reached

We will suggest the logisitcs of the festival: site, time of year, number of days, etc

We will write the brief and send it to studios/artists/designers We have initially contacted Hellicar and Lewis WHO ARE VERY KEEN The series would be piloted at Tate Modern with a view to rotating it between the four Tate galleries We will try to develop a prototype installation to demonstrate the idea

DELIVER PRESENTING TO TATE

BASED ON OUR INITIAL IDEAS AND FEEDBACK WE DEVELOPED AN EQUATION . . .

TATE PRESENTATION 17 / 12 / 2010

www.givingandgetting.tumblr.com

WE PROPOSE EXTENDING THIS TO A FRAMEWORK THAT WOULD INCLUDE:

INITIAL IDEAS

www.givingandgetting.tumblr.com

DELIVER TATE FEEDBACK

I really like the idea of starting a conversation, and capturing the voices of Tate visitors

Tate Donators Wall could speak for Tate. It could say “Thank-you, your money is going towards…”

Tate Donators Wall could be a great viral experience.

Tate Festival is a great idea, but unfortunately its unrealistic

We wouldn’t be able to use the name Tate Donate

DELIVER MAKING A PROTOTYPE

We decided the best way to â&#x20AC;&#x2DC;deliverâ&#x20AC;&#x2122; our idea was to create a prototype These images document the making of our interactive donation box, it was fairly crude but it provided us with something tangible to demonstrate people interacting with it.

DELIVER MAKING A PROTOTYPE

DELIVER ANIMATION OF CONCEPT

DELIVER FINAL CONCEPT

conclusion DElLIVER STAGE

ADAM

OBIE

The final stage was a big challenge. We had received such mixed feedback from tutors and peers that we were unsure which solution to develop into a final outcome. I decided to arrange a meeting with Kathrin Ostermann (our contact at Tate) and get the clientâ&#x20AC;&#x2122;s feedback.

After talking to Katherin we decided to follow through with our original idea, the Tate Donators. This is because we thought it would be a great way to start a conversation and sense of fun. Prototyping the idea enabled us to experience the idea first-hand it was great to see the idea come to life. Adam used his skills editing and cutting the final film whilst Fernandes and mocked up the prototype.

I put together a presentation, summarising our ideas and research. Kathrin was impressed with the ideas and her feedback allowed us to tailor a solution to something that would be viable and realsitic for the client to implement. We decided a creative and visual way to deliver our outcome would be a video. We made a prototype and I put together an animation showing how our concept might be implemented.

DEVELOP CONCEPT CHALLENGE

CONclusion STRATEGIES FOR VISUAL RESEARCH

Adam

obie

The Problem-Based Learning/Strategies for Visual Research project required us to work in a an unfamiliar way, but it’s been very worthwhile. At times it was frustratingly slow, but looking back, the pace afforded us time to become much better informed before attempting to tackle the problem. It’s given me confidence that I have tools to solve design problems in a rational and structured way if needed.

It was exciting to use this project to help support my Industrial Contextual Theory Report about the co-design approach, and do be able to distill the research methods we had used within this stage in a clear precise way in our two week presentations. By producing this book we were able to see what methods worked and why. I enjoyed prototyping the idea’s and bringing them to life, and also documenting each stage of the project was important to me. It enable us to reflect over what we had done / learnt plus visually show how we make a research method creative.

Undertaking the project as a group has presented many challenges, but overall I feel its been a positive experience. I hope it has taught me to be less protective about ideas, and use my peers as a resource. I think our group worked well because we each took on different responsibilities. I seemed to assume the role of project manager and there were times when it didn’t feel like the workload was equally shared, but I guess it taught me tolerance and diplomacy!

Reading books such as the Design Thinking, Back to Basics series helped me to draw inspiration for the project but also understand why we are doing a method. This project was extremely reflective and I feel confident that I can now support my design choices, prototype and test my ideas quickly. The project has also helped me to explore how to work collaboratively and to adapt my skills to the people around me. We also had to think about time management, and making sure we all had clear communications within the group.

I am very happy with our outcome and look forward to presenting it to Tate.