PROJECT 4 CARMEN MARIA PONCE & GENEVIEVE HILLER SERV 216 FALL 2017
INTRO STATEMENT “The SCAD Museum of Art is a premier contemporary art museum established to enrich the education of SCAD students and to attract and delight visitors from around the world. Introducing new exhibitions every academic quarter, the museum showcases work by a range of highly acclaimed professional artists, inspiring and challenging students across disciplines to push the boundaries of their creative practice.�
STRATEGIC PROBLEMS STATEMENT Gather information to uncover deep insights, identify design opportunities and frame strategic problems. To solve service design problems provide evidence of brainstorming to generate strategic service solutions.
Mission Statement Optimize experience for multiple user archetypes to enhance a memorable, informational, and unique experience at the SCAD Museum of Art.
STAKEHOLDER MAP
Museum Coordinator Museum Educator
Events Coordinator
Docent Manager
Security Staff
Fellow Museum Goers
Front Desk Staff Building and Grounds Staff
Museum Supervisor
Curators
Preparatory and Cleaning Staff
Public Relations Officer
Exhibit Coordinator
Customer
Gift/Coffee Shop Staff
Docents and Tour Guides
Museum Shop Manager
Registrar
Museum Director
Collections Manager Director of Operations
BUBBLE DIAGRAM — USERS PATH Tourist GALLERY 5
Student
Video Screening Room
POTTER GALLERY EXIT
GALLERY 4 Vid eo Sc Video Screening Ro reen Room om ing
Museum Gallery Exit
GALLERY 1 Front Desk Museum Entrance
GALLERY 3
GALLERY 2
LOBBY
EXHIBITION ROOM Bathroom
GIFT AND COFFEE SHOP
ENTRANCE
THEATRE
Persona Profile 1
Ashley the Proactive Student Age: 20 Location: Savannah Bio: Current SCAD Student, Majoring in Jewelry Design
Lifestyle: Social, healthy, active, adventurous,
IDENTITY LOCAL
curious, academic
BIAS
Hobbies: Likes to hangout with her friends,
SCAD
Tasks: Learn about exhibits and complete
GOALS
TOURIST
OTHER
attend SCAD events to meet new people and become more inspired required assignments
Tools: Website, recommendation from “I’m a current SCAD student and I love going to museums. I’m a visual learner so anything that lets me be hands on and interactive is the best way for me to learn.”
INSPIRATION
SOCIAL
teachers/friends, smart devices
Key Drivers: Enjoyment, inspiration, learning Key Behaviors: Likes to learn about history of art, goes to SCAD MOA 2 – 4 times a year, usually for class field trips
REASON PERSONAL
REQUIRED
Persona Profile 2
Ed the Experience Sightseer Age: 48 Location: Chicago Bio: Successful Business Man, Married, 2 kids
IDENTITY LOCAL
TOURIST
Lifestyle: Travels for pleasure and for work,
likes to learns more about the culture of the places he visits
BIAS
Hobbies: Golfing, enjoys spending time with
SCAD
OTHER
his family, involved in social events
Tasks: He feels more satisfied purchasing something if he got a deal, find an entertaining and memorable experience in Savannah “ I love coming to Savannah and learning about new cultures. When I go to new places I want to be entertained and have a relaxing experience�
GOALS INSPIRATION
SOCIAL
Tools: Website, recommendations, smart devices
Key Drivers: Gain a new experience, learn
and become more involved in Savannah/SCAD culture
Key Behaviors: Reads reviews about tourist attractions and places to visit, prefers small museums that are entertaining and unique
REASON PERSONAL
REQUIRED
BI-POLAR OPPOSITES MAP THE PROACTIVE STUDENT
THE EXPERIENCE SIGHTSEER
Frequent Visitor
Irregular Visitor
Museum Lover
Museum Hater
Local Student
Tourist
Big Interest in Art
No Interest in Art
Art Education
No Art Education
Involuntary Novice Social
Voluntary Expert Personal
ENCOUNTER MAP Trigger: Class field trip and complete required assignment Stay connected to SCAD MOA news and recommend to friends BE F
O
AF TE R
RE
Complete class assignment
Text Friend to go to museum Transport to the museum
Transport back home Enter SCAD MOA Exit SCAD MOA THE PROACTIVE STUDENT Receive belongings Walk Back to Lobby Ask Docent Questions
DURING
Front desk staff swipes SCAD ID card Leave belongings Receive entry and belongings ticket
Enter museum gallery Walk through gallery and take notes and pictures
ENCOUNTER MAP Trigger: Seeking entertainment, learn about Savannah’s culture Hotel recommendations Recommend to Others BE F
O
AF TE R
RE
Write a review
Research prices Read reviews Transport to the museum
Transport back to hotel Enter SCAD MOA Exit SCAD MOA THE EXPERIENCE SIGHTSEER Receive belongings Walk Back to Lobby
Go to front desk and purchase tickets Leave belongings
DURING
Receive entry and belongings ticket
Enter museum gallery Walk around and ask docents questions
JOURNEY MAP POSITIVE
Enjoyed the exhibitions and found her time worthwhile
Likes the variety of artwork in the galleries
Professor assigns a field trip to SCAD MOA
Interested in seeing the new exhibitions with her classmates
Tired doesn’t feel like going to the museum
Enjoys the Installation pieces and wants to know about the artist
Enters museum lobby on a crowded day and waits in line for a long time to swipe SCAD ID
Gain insights for her assignment
Finds navigation pathways in the gallery confusing
Docents don’t interact as much and not provide enough information
There is no access to detailed written information about artwork
NEGATIVE
THE PROACTIVE STUDENT
JOURNEY MAP POSITIVE Find out about SCAD MOA
Enter Museum and feel excited
Upon arrival to SCAD MOA it is difficult to find parking
See exhibits that are really interesting
Interact with a docent who is very helpful and knowledgeable
An experience was gained
Intrigued by the open flow of the museum floor plan
Go into video screening room and feel confused
Employees do not give off a welcoming feeling Confused about where to go due to lack of signage
Play on large touchscreen table in the lobby which is engaging/interactive
Feel disappointed that the museum was so small
Food at coffee shop was overpriced and bland
No information is posted about when videos start
NEGATIVE
THE EXPERIENCE SIGHTSEER
SERVICE BLUEPRINT
THE PROACTIVE STUDENT
DURING
BEFORE Smartphone Whatsapp Mode Transportation
Cellphone Handbag Student ID
TRANSPORTATION Text friend to go to the SCAD MOA
Transport to the museum
AFTER
Pencil/Pen Notebook Water bottle
Pencil/Pen Notebook Laptop
OUTDOORS
SCAD MOA Approach to the front desk and swipe student ID
Enter, walk into lobby
Walk through the galleries, observe and take notes
Leave belongings at the coat closet
!
Cellphone handbag Water bottle
Ask to docents questions
Walk back to the lobby and receive belongings
Transport back home
Complete class assignment
Recommend to friends to visit SCAD MOA
!
line of interaction
Answer Questions
Greet Customer
! line of visibility
Data, Whatsapp
Retrieve customer’s bag from coat closet
Take customer’s bag to coat closet
Front stage employees seem uninterested, not enthusiastic
Some exhibits are not interesting Docents are not engaging, rarely interact with customers
Facebook Instagram Twitter
SERVICE BLUEPRINT
THE EXPERIENCE SIGHTSEER
BEFORE Smartphone
OUTDOORS Read online reviews and exhibition updates
Schedule a time to go
DURING Car Smartphone Google maps
Wallet Camera Personal items
Park and pay meter
Smartphone Google maps SCAD MOA Website
SCAD MOA
TRANSPORTATION Determine destination
AFTER
Enter, walk into lobby
!
Approach front desk
Walk through gallery and observe
Pay and enter to the gallery
!
OUTDOORS Finish and walk back to lobby
Exit SCAD MOA
Write an online review
Recommend to others through word of mouth
Consider following on social media
!
line of interaction
Answer Questions
Greet Customer
! line of visibility
Take customer’s bag to coat closet
Provide Information
Hard to find parking, no parking lot for museum guests
Front stage employees seem uninterested, not enthusiastic
Retrieve customer’s bag from coat closet
Lack of signage, confused about where to go Docents are not engaging, rarely interact with customers
Facebook Instagram Twitter
FISH BONE
EXPECTATIONS
CAUSES
COFFEE/ GIFT SHOP
INTERACTIVE TOOLS No printed materials/guides
People don’t use it
Entry ticket is too high
too expensive not good merchandise not high quality
non-SCAD students are the Museum’s profit so prices have to be high to return on investment high overhead, perception of quality, competitive price
No SCAD student artwork is shown
high costs, waste of resources, return on investment is not valuable, change of exhibitions has fast turn around duplication of resources with docents
It’s not appealing
affiliation with SCAD but not marketed to tourists as a strictly professional artist gallery SCAD student artwork might not meet standards/professional recognition
EFFECT
Interactive table There are better cafes nearby
not educational, directional, or entertaining
Lack of self guided tour options no ipads,headphones cost, security, developing and managing new exhibits
Find parking
No free parking on street, metered parking only SCAD student housing is nearby, space for parking lot is limited
Time spent does not meet customer’s expected standards The museum is small so customers only spend 45-2 hours there and this does not meet the vale of $15 entry fee
Not interactive
No seating area in gallery space
serious and intimidating stance that is not inviting
SCAD has a certain aesthetic to meet
nothing tangible to interact with
No helpful tools to learn more
Not approachable not trained
No sensory exhibits: customers can’t interact as much with exhibits, paintings, or installations may be seen as unprofessional, crowd environment with noise and space issues, cost and maintenance
DOCENTS
CUSTOMERS NEEDS AND WANTS
SCAD STUDENTS
Attend museum for required purposes only complete assignment required class feild trips
No awareness for hangout areas the museum doesn’t advicate for their hangout areas lack of signage
No clear signage for exhibition pathways no signs, SCAD doesn’t want to throw off the balance/ aesthetic between artwork and signage
No clear signage for bathroom neither coffee shop no signs, SCAD doesn’t want to throw off the balance/ aesthetic between artwork and signage
No clear signage for video screening room and show times no signs, lack of communication between docents and customers, lack of awareness
PATHWAYS
Why does the SCAD Museum of Art not fully enhance a memorable experience?
SERVICE QUALITY GAP Gap Analyses GAP ANALYSIS Service Quality Gaps
CUSTOMER EXPECTATIONS
CUSTOMER EXPECTATIONS
PATHWAYS
INTERACTIVE TOOLS
CUSTOMER NEEDS AND WANTS IN SPACES
EXPECTED PERFORMANCE
PERCEIVED PERFORMANCE
Expect value for their money and time
Perceived less value than they payed for (little time, few exhibits)
Expect to find or have easy access to parking
Expect easy navigation inside museum
Expect easy access to information
Expect a seating area in museum gallery
GAP
GAP
Perceived lack of museum parking space
GAP
Perceived a lack of directional signage
GAP
Perceived lack of tangible informational
GAP
Perceived lack of seating areas inside gallery
CUSTOMER SACRIFICE GAP Gap Analyses Customer Sacrifice Gaps
WHAT THE CUSTOMER SETTLES FOR
WHAT CUSTOMER REALLY WANTS
NON-STUDENT
SCAD STUDENTS
CUSTOMERS
Customer Wants to view one specific exhibit
Customer Wants to purchase a food item at the cafe
Customer Wants to obtain easy access to information and navigation throughout the museum
GAP
Customer Settles For paying the $15 entry fee
GAP
Customer Settles For paying for a small snack because the cafe is not stocked with enough food items
GAP
Customer Settles For asking multiple docents for directions and insufficient tangible information
CUSTOMER Gap Analysis NEEDS GAP Customer Needs Gaps
PRESENT NEEDS
FUTURE NEEDS
TOURISTS
Need to spend their vacation time wisely
Future need: an innovative and tech savvy vacation experience
STUDENTS
Need to be informed about artists and their artwork and complete the assignment on time
NON-AFFILIATED SCAD CUSTOMERS
CUSTOMERS
Need to find the lowest ticket price
Need to obtain information and be guided through the museum with ease
GAP
GAP
GAP
GAP
Future need: apply knowledge gained from SCAD MOA to a professional career
Future need: have awareness of discounted prices
Future need: obtain easy access to information through an app and a self–guided tour using signage pathways
Gap Analysis CUSTOMER USAGE GAP Customer Usage Gaps
CUSTOMER USAGE
POTENTIAL USAGE
Customer Uses museum to observe exhibits and then leave
Potential Usage: customer observes exhibits and uses social spaces
Customer rarely Uses the services docents provide
Customer rarely Uses coffee/gift shop
Customer rarely Uses the touch screen table as an interactive learning tool
GAP
GAP
Potential Usage: docents are taught how to interact better with customers so they use their service more
GAP
Potential Usage: customers use the space regularly for food and drink and make significant purchases
GAP
Potential Usage: provide/create more tools for customers to engage with
Four ACTION Action Framework FOUR FRAMEWORK Remove
Reduce
Raise
Add
• Remove one gallery of a professional artist’ work
• The amount of artist’s work to only their best pieces
• Raise awareness and marketing for SCAD student artwork
• A gallery room for SCAD Student's artwork
• Remove the wall near the CAFE and museum so visitors can at the end see the coffee/museum shop and make it more interactive
• Reduce ticket costs for SCAD family
• Museum parking spaces
• Relaxation/lounge spaces inside exhibitions gallery room
• Remove all the tables from the coffee/museum shop to make it more like a to go cafe
• Reduce docent staff on non-busy days
• Raise advertising for customer discounts • Raise customer experience • Raise informational guides for those who want to learn more about a piece or an artist • Improve docents training • Variety of products in the gift shop • Increase outside and inside museum signage
• A virtual docent that people can interact and learn from • Artifacts from featured artist’s exhibitions that customers can touch • Free parking area for SCAD MOA visitors • Artists paint nights that encourage all visitors to attend SCAD MOA events • Food/drink cart on the rooftop of the museum to encourage sales and events
FRAMED PROBLEMS HOW MIGHT WE
Way Finding Implement a guide of the museum so customers can follow the path they desire Create interactive and innovation directional signage that does not distract from the artwork Help customers find new areas of the museum so they don’t miss out on viewing all the exhibitions
Interactive Tools Create an interactive tool so customers can easily navigate and obtain information Improve or augment the interaction of customers with docents and artists Make the website friendlier and easier to interact with
Use of Space Reflect the SCAD aesthetic into directional signage and seating areas Implement a gallery space in the museum for current SCAD student’s artwork Use the space wisely and make it more interactive (courtyard and rooftop)
Marketing Encourage visitors to stay connected with the museum through events and news Help SCAD students gain a greater access to information Encourage people to walk around and explore the museum further to keep customers engaged Improve the service of the Cafe/Museum shop and offer better products to customers
CUSTOMIZED CURATION MOAPP
CUSTOMIZED CURATION
MOAPP
An app that contains different tabs and helps customers navigate throughout the museum.
Primary Features
Resources
Language Selection
Smart Device (cellphone, tablet)
Self-guided tour selection (according to visitor’s time limit)
Headphones
Live Chat
WIFI/Data
SCAD MOA News
User Experience team
Artist Bio/Artwork Info Audio Tour Email
User Benefits Free app, can be downloaded to any smart device Self-guided tour allows users to take advantage of the full museum experience Easy navigation tools and access to information Chat with artists and docents to ask questions Offers news and events about the museum throughout the quarter General information about the museum
STORYBOARD — MOAPP THE PROACTIVE STUDENT
Ashley arrives at the SCAD MOA front desk and the receptionist scans her student ID. Assistant tells her to download the free MOAPP for helping her gain information and navigate throughout the museum.
The MOAPP helps Ashley navigate through the museum, gain insights and learn about the artist and their artwork. She was enthusiastic to learn about contemporary art.
Ashley takes out her smartphone and downloads the free app with the museum wifi. She doesn’t understand exactly how the app will benefit her.
Finally, Ashley finishes seeing everything she wanted to and feels it was a memorable experience. She enjoyed using the MOAPP for easy navigation and further knowledge.
Ashley sees that the app will make her visit easier and better. The MOAPP has 9 tabs, which are a live chat, self-guided tours, events, language selection, news, artist bio, artwork info, audio tour, and mail.
JOURNEY MAP – MOAPP Downloads the free SCAD MOA app
POSITIVE
Excited about using a new interactive tool that will help her navigate
Interested in seeing new exhibitions and events at the museum
Watches informational video that explains how to use the app
Uses the app to navigate and explore all the different galleries
Professor assigns a field trip to SCAD MOA
App helps her gain insights about artist’s bio and their artwork. Enjoyed the interactive experience
Tired doesn’t feel like going to the museum
Enter museum lobby on a crowded day and waits in line for a long time to swipe SCAD ID
First time using the app, feels skeptical about how useful it will be Doesn’t know exactly how to use it and what information it will provide
Lack of signage throughout the galleries
Accustomed to using the app but feels a lack of human interaction
NEGATIVE
THE PROACTIVE STUDENT
SERVICE BLUEPRINT MOAPP
THE PROACTIVE STUDENT
BEFORE
DURING Smart phone Personal items SCAD ID
Smart Phone Whatssapp Mode transportation
OUTDOORS Text friend to go to the SCAD MOA
Transport to the museum
AFTER
MOAPP Data Wifi
MOAPP Smart Phone Personal items
SCAD MOA Enter walk into lobby
Approach front desk
Scan SCAD ID, leave belongings and download MOAPP
!
Navigate and learn how to use the app
Wifi Laptop Mode transportation
OUTDOORS Enter to exhibitions and explore museum with MOAPP
Gain insights and knowledge about artists with MOAPP
Finish and walk back to lobby
Exit SCAD MOA
Transport back home
Complete class assignment
Stay connected to MOAPP for news and events
!
line of interaction
App Provides resources and facilities
Greet Customer
line of visibility
Data, iMessage
Take Customer’s Bag to Coat Closet
Front stage employees seem uninterested, not enthusiastic
App store/ Play store
Take Customer’s Bag to Coat Closet
Doesn’t know exactly how to use it and what information it will provide
MOAPP, SCAD wifi
Pain point removed
Retrieve Customer’s belongings from Coat Closet
MOAPP App store/ Play store
MOAPP
VALUE STATEMENT
This concept creates an interactive and engaging experience for customers because they can easily navigate through the museum and access information about artwork and artists. Customers can choose the language they understand the best. Also, customers can choose the path they want to follow according to their time limit. This concept is valuable because it helps customers not only navigate through the museum, but also gain knowledge and insights about artists/artworks, interact with artists and docents, and be informed about events/news at the SCAD MOA. This concept can be used on multiple smart devices inside and outside the museum. Customers and stakeholders will want to implement the MOAPP because it reduces service problems such as lack of tangible information and improves service quality.
FOLLOW THE LINES
FOLLOW THE LINES
A purposeful set of pathways created on the floor that lead you through different spaces in the museum.
Primary Features Self-guided tour utilizing directional pathways Organizes the Museum floor plan so customers can be more aware
User Benefits Enhanced learning experience Customers can navigate through the museum individually Does not distract from art pieces, artistic and purposeful
Resources Large printers Laminated arrows and solvent to glue them onto the floor Design team to create the arrows
STORY BOARD THE EXPERIENCE SIGHTSEER
Ed drives to the museum.
As Ed enters the museum gallery he chooses a pathway to follow.
Upon arriving at the museum there are only pay to park areas so feels dissatisfied.
The pathways lead Ed to interesting exhibits and makes the museum very easy to navigate
The docent points out the directional pathways to Ed since he has never been to the museum before.
I docent sees Ed following the pathways and this is a good ice breaker for conversation to occur
The museum has a guide for customers to use. Ed looks over the guide to understand the museum layout.
Ed exits the museum and has gained a memorable experience.
JOURNEY MAP – FOLLOW THE LINES POSITIVE Find out about SCAD MOA
Choses a directional pathway to follow that leads him to an interesting exhibit
Enter Museum and feel excited
Follows a directional path to a video screening room
Ease of access to galleries, appreciated how interactive and directional the pathways were A memorable experience was gained
Intrigued by the open flow of the museum floor plan
Doesn’t know which pathway to follow because there are so many options Upon arrival to SCAD MOA it is difficult to find parking
Employees do not give off a welcoming feeling
Docent does not try to have conversations to enhance learning
Video is confusing because lack of show time information Food at coffee shop was overpriced and bland
NEGATIVE
THE EXPERIENCE SIGHTSEER
SERVICE BLUEPRINT FOLLOW THE LINES BEFORE Smart Phone Google maps Car
OUTDOORS Read online reviews and exhibition updates
Schedule a time to go
Park and pay meter
DURING
AFTER
Camera Personal items Wallet
Smart Phone Google maps SCAD MOA Website
SCAD MoA
TRANSPORTATION Determine destination
THE EXPERIENCE SIGHTSEER
Enter walk into lobby
!
Approach front desk
Pay and enter gallery. Receive pathway guide
OUTDOORS Follows directional pathways and observe
Finish and walk back to lobby
Exit SCAD MOA
Write an online review
Recommend to others through word of mouth
Consider following on social media
!
line of interaction
Answer Questions
Greet Customer
line of visibility
Take Customer’s Bag to Coat Closet
Provide Information
Hard to find parking, no parking lot for museum guests
Front stage employees seem uninterested, not enthusiastic
Retrieve Customer’s Bag from Coat Closet
Pain point removed
Facebook Instagram Twitter
FOLLOW THE LINES VALUE STATEMENT
This concept creates a more meaningful experience for customers because it provokes them to explore the museum independently in an entertaining way. Since the directional pathways are placed on the floor it is accessible to any customer because of the obvious visual cues. This concept is valuable because it helps customers navigate and makes the experience more interactive. This concept can be used in multiple ways and can adapt to the SCAD Museum of Art’s unique aesthetic. Customers and stakeholders will want to implement this concept because it reduces service problems and improves service quality
t r A f o m u e s u M Scad THANK YOU