Design innovation & Service Design Specialism Report Session 2017/2018 Ross McIntosh
ReDesign Proposal
AnALYSIS & Critique
Project Process
1
Desk Research Tours
WEEK 1 Establish & dISCOVER sERVICE
Shop
Exhibitions
Frontstage
WEEK 2 fIELD research & Engagement WEEK 3 stakeholder Articulation WEEK 4 Insight Synthesis & Affinitisation
GSA Visitor Centre
Line of Visibility
Backstage
WEEK 5 Define Design Opportunities WEEK 6 User Testing & Prototyping WEEK 7 Develop Redesign proposal WEEK 8 proposal dELIVERY & rEFLECTION
To begin our Service Design Specialism project, we were to choose a service to analyse and critique. My group, consisting of Roro, Phoebe and Weirong, wanted to explore 'New Retail' as a service but I found this impractical as this movement was mainly established in China and we could not tangibly review it. Hence, I wanted to choose a service that more tangibly accessible and was open to the public. As such, I managed to persuade our group to choose the GSA Visitor Centre as it is open 7 days a week
and the front and backstage are accessible for us as GSA students. Moreover, as the Visitor Centre features a shop, I thought we could implement aspects of Asia's 'New Retail' movement as part of our re-design proposal. After agreeing on the GSA Visitor Centre, as a group we undertook desk research to gain knowledge and understanding about the service that is offered. As such, we learned that the visitor centre is run by 'VisitGSA' which is a service that operates tours, exhibitions and
a shop for visitors to GSA. It was difficult to undertake desk research as information was displaced between the GSA website and a dedicated Shop website. However, we did manage to gain insight into how the service is structured. Although the service is ran in GSA, it is owned and managed by a separate organisation, 'GSA Enterprises Ltd', which functions as the customer focussed, commercial arm of GSA. As such, we found that every year this company donates its profits to support GSA and welcomes an international audience to gain insight into
2
field research Given that we struggled to gain much information through desk research, we thought to undertake field research to gain more knowledge and insight into the service. As such we thought to browse the GSA visitor centre as visitors. Through undertaking a 'Researcher as field Participant' approach, we managed to discover what the service would be like for visitors. Observation Notably, we were encouraged to go on the Mackintosh at GSA tour. Personally, I had underwent this tour before from previous projects and engagement at GSA but I was eager to see how the tour would be conducted with no access to the Mackintosh building after the fire in 2014. As my group had never been on this tour, I thought this would be a great way for us to gain unbiased insights into the service through a 'Grounded Theory' method.
- PROBST, 2016
Our 'visitor' tickets for the GSA Tour
"Grounded Theory" Approach - strauss et al, 1990
As such, we culturally immersed ourselves as visitors to the GSA Visitor Centre and underwent a tour. field We recorded our observations from the service users perspective to gain insight into the service experience. AsObservation such we identified moments in the flow of experiences, from which we gained key findings to explore through our initial engagement and knowledge of the service. I found this approach to research to be sufficient for our needs as it allowed us to gain a perspective. Therefore I believe that cultural engagement and interaction as a service user to be helpful in understanding and empathising with an actual service user's experience. Furthermore, given my group have never experiences the tour before, their 'Grounded Theory' approach was valuable to identifying key areas for improvement and given my previous experience using this service, I could juxtapose my experience before and after to intuitively arrange findings of value and importance.
Visitors highly rank GSA as an Exploring the visitor centre international tourist destination
Photos of our observations as participants on the tour
'Researcher as Participant' Observation field Method Observation
Key Findings:
Many Visitors come from far to experience GSA and have booked other activities while in Glasgow
Experiencing Service as users
Evaluating the user experience
The Tour currently tries to compensate for the 2014 Mackintosh Fire
some Visitors wished they could have experienced more on the tour
The VisitGSA spaces are less used by Current GSA students
3
Stakeholder Engagement Following our observations, we thought to undertake stakeholder engagement to gain more insight into what there motivations and expectations of the service are. As such, we went to the Visitor Centre to interview stakeholders. These stakeholders varied from visitors to staff, so we gained a broad range of feedback. Overall, there was much positive responses but we managed to identify areas of improvement. To engage with stakeholders further, we took along our draft stakeholder map and asked them to identify any 'gain' or 'pain points' and explain their reasoning with us. This method was quite successful as it allowed stakeholders to engage deeper and even co-create visually with us to share more valuable insights in relation to the service as a whole. Therefore, through engaging with stakeholders, we managed to gain a better understanding of the people who go to the Visitor Centre. Mainly, people are interested in Mackintosh but there were many who were equally or if not more interested in GSA. Given the Visitor Centre is so open and accessible, certain visitors were aspiring to apply to GSA and approached VisitGSA to gain more insight into the experience of being at GSA. As such, we found that the prospective GSA student could be an interesting stakeholder within the VisitGSA service as their needs are not currently met. Furthermore, many visitors to VisitGSA could be enticed to either study or attend Open/Evening classes at GSA to extend their experience further beyond the current offerings.
Photos of our group engaging with stakeholders in the Visitor Centre
Stakeholder Map Gain Point
"VisitGSA is one of the highest ranked attractions in Glasgow on TripAdvisor, we had to come along!"
Pain Point
"Our tour guide, Karlie was very helpful and professional throughout the tour!"
“Could there be more options to extend our tour further? It was great but rather short...”
“My English is not so good, I struggled to understand the Tour Guide... I wish there was a translation in other languages”
Trip Advisor
"Where does my donation go to helping GSA?"
Visit Scotland 0THER visitors
GSA Enterprises Ltd
Mackintosh Tourism
Mackintosh enthusiast
Tour Guide
Prospective Students
Shop Staff mARKETING & Commercial Development
Exhibitions
GSA Alumni
gsa Staff
“The Tour was a great experience... even when we can’t enter the Mack building!”
WTMS
"I wish I had the chance to interact with more students at GSA... visitors are segregated"
GSA Website
"The GSA website is terrible to navigate for the Visitor centre, it is very confusing and difficult to understand" "We love that the Visitor Centre is open 7 days a week, very easily accessible for all!"
GSA Students
"It is great that the Shop items are from GSA students and alumni... it makes me want to support this great institution and its talented students"
"I was hoping I could meet or connect with some current GSA students through the Visitor Centre as I would like to apply!"
Glasgow CC
GSA Institution
Visitor
mANAGEMENT tEAM
"Why doesn’t VisitGSA have their own website to book tickets and advertise their Shop items?"
gsa Visitor Centre
"GSA is an internationally recognised education institution that attracts a broad range of students from all over the world"
“The tour was rather boring, we wanted to experience the Mackintosh more on our trip.”
"The models on display were very small, I wish I could have explored the inside of the building more.."
“I would have loved to know more about the 2014 Fire, it is a part of the Mack I wish was explored.”
"It would have been great to explore the upper floors of the Reid Building to see GSA students at work"
Insights
User Personas
From our stakeholder engagement, we then developed some insights from the feedback we were given by visitors and staff in the Visitor Centre. These insights react and articulate the visitor motivations and expectations were discovered through the field research and stakeholder engagement.
Through defining our insights, we could establish which kind of personas we should create to critique our service. As such, we decided to compare a typical user of the service against the emergent prospective student user we identified through our insight articulation. We devised these characters from the engagement we had undergone with our stakeholders to ensure these users were as authentic and relevant as possible.
4
USER Personas USER Personas
The GSA Website needs to Be rethought for visitors
TYPICAL USER TYPICAL USER
EMERGENT USER EMERGENT USER NAME: donham NAME: donham
NAME: SANDRA NAME: SANDRA
The visitor Centre does not accommodate prospective students as well as it could
The Tour needs to better portray And facilitate the experience of the Mack BUILDING
OCCUPATION: Apprentice OCCUPATION: Apprentice
OCCUPATION: RETIRED OCCUPATION: RETIRED
MOTIVATION:ASPIRING GSAGSA MOTIVATION:ASPIRING
MOTIVATION:LOVES ARTART MOTIVATION:LOVES
ARCHITECTURE STUDENT ARCHITECTURE STUDENT
NOUVEAU ANDAND MACKINTOSH NOUVEAU MACKINTOSH
Sandra lives in Devon in the south of of Sandra lives in Devon in the south England. England.
she she fell in love withwith the the Arts and and Crafts fell in love Arts Crafts movement. movement.
Visitors would welcome more offerings to extend their experience at GSA
LOCATION: Norway LOCATION: Norway
LOCATION: SOUTH ENGLAND LOCATION: SOUTH ENGLAND
Before retiring, she she worked as an Before retiring, worked asArt an Art Historian for an antiques museum, where Historian for an antiques museum, where
Their needs to be more consideration for international visitors
AGE: 20 20 AGE:
AGE: 55 55 AGE:
Donham wants to be architect. Donham wants toan beaspiring an aspiring architect. After studying Art Art at aat further educational After studying a further educational college in Norway, he is currently working as as college in Norway, he is currently working an apprentice for for a local artist. an apprentice a local artist. However, he would likelike to change his career However, he would to change his career path and pursue an education in Architecture path and pursue an education in Architecture
In particular, Sandra would love to learn In particular, Sandra would love to learn more about Mackintosh and his influence more about Mackintosh and his influence
instead. instead.
within thisthis design movement in Europe. within design movement in Europe.
He knows of GSAS reputation as one of the He knows of GSAS reputation as one of the best Architecture Schools in the world, so so best Architecture Schools in the world,
As such, she she plans a trip to Glasgow to to As such, plans a trip to Glasgow visit the the Glasgow School of Art, one one of of visit Glasgow School of Art, MackintoshS most famous works to learn more MackintoshS most famous works to learn more
he wants to apply. he wants to apply.
about him and his practise. about him and his practise.
But But before he invests timetime and and money intointo before he invests money applying, he wants to visit the the campus to to applying, he wants to visit campus see see if the environment suits him. him. He cannot if the environment suits He cannot
She She aspires to learn about Mackintosh aspires to learn about Mackintosh through experience by engaging withwith his his through experience by engaging
attend an Open Day Day so decides to try VisitGSA attend an Open so decides to try VisitGSA instead. instead.
practise. practise.
"Personas are ‘fictitious, specific, concrete representations of target users’ who share common behavioural characteristics (i.e., is a hypothetical archetype of real users)" - Pruitt & Adlin, 2006: 417-430
Define Target User Having established two very different user personas, we thought it would have been best to select persona to go forward with in order to narrow our enquiry going ahead as both personas were so different. As such, we choose to explore our 'emergent' user Donham as he is an overseas applicant and aspiring GSA architecture student. We chose him because we felt that his story had more depth and we could go in more directions with this persona compared to our typical user. Hence, we thought if he had to travel a farther distance, was more than just a Mackintosh enthusiast had a motivation to return to GSA, then Donham should be our target user.
USER
EMERGENT USER NAME: donham
RA
AGE: 20 LOCATION: Norway
SOUTH ENGLAND
OCCUPATION: Apprentice
N: RETIRED
MOTIVATION:ASPIRING GSA
:LOVES ART
ARCHITECTURE STUDENT
ND MACKINTOSH
Donham wants to be an aspiring architect.
south of
After studying Art at a further educational
as an Art
college in Norway, he is currently working as
seum, where
an apprentice for a local artist.
s and Crafts However, he would like to change his career path and pursue an education in Architecture
love to learn
instead.
s influence
n Europe.
He knows of GSAS reputation as one of the best Architecture Schools in the world, so
Glasgow to
he wants to apply.
Art, one of
ks to learn more
But before he invests time and money into applying, he wants to visit the campus to see if the environment suits him. He cannot
ackintosh
attend an Open Day so decides to try VisitGSA
ing with his
instead.
Persona card
Although we established him as our 'ideal' user of the VisitGSA service, from undertaking some initial user journey mapping, it was evident that the service was not accommodating as it could have been. Notably, issues around language were small in perspective but could impact his desire to study here. Furthermore, he was quite shy because of his struggle with English and as such didn't get the most of out the tour as he could have. Hence, his journey had many opportunities for improvement that we will juxtapose with our typical user to see if any correlations could be established between both contrasting user personas to devise a 'service blueprint' before defining a more in depth user journey and opportunities.
Photo of initial user journeys for this persona
as
5
6
Blueprint
Discover
External Interaction
Journey Stage
Journey Stage Physical Evidence
Physical Evidence Journey Stage
User Actions
User Actions Physical User Evidence Actions Journey Stage
Frontstage Journey Stage
Approach
Discover
Discover Visit Scotland website
Trip Advisor website
Discover
Approach
Discover
Approach the Shop Staff Arrive at GSA and enter to buy a ‘Mackintosh at GSA’ the Visitor Centre Tour Ticket and wait until the Tour starts GSA Visitor Centre GSA Campus VisitGSA Approach theStaff Shop Staff GSA Visitor Centre Arrive at GSA and enter to buy ‘Mackintosh at GSA’ TouraTicket & Sticker VisitGSA Brochure the Visitor Centre Tour Ticket and wait until the Tour starts Approach
Plan trip to Scotland
Travel to Glasgow
Visit Scotland website Plan trip to Scotland
Advertisement & Brand Awareness
Trip Advisor website Travel to Glasgow
Discover
Trip Advisor Award of Excellence
Custom Visitor Centre in the Reid Building GSA at Visitor Arrive GSA Centre and enter Custom Visitor Centre VisitGSA Brochure the Visitor Centre in the Reid Building
Trip Advisor website Travel to Trip Advisor Glasgow Award of Excellence
Physical Evidence
Visit Scotland website
Trip Advisor website
Frontstage
User Frontstage Actions Backstage User Actions
Internal Interaction
GSA Visitor Centre VisitGSA Staff Tour Ticket & Sticker
GSA Campus GSA Visitor Centre VisitGSA Brochure
Visit Scotland website Plan trip to Advertisement Scotland & Brand Awareness
Backstage
GSA Visitor Centre VisitGSA Brochure
Physical UserLine Evidence Frontstage Actionsof
Interaction
GSA Visitor Centre VisitGSA Staff Tour Ticket & Sticker
GSA Campus
GSA Campus
GSA Campus GSA Visitor Centre
Marketing and Communications Department
VisitGSA Tour Management & Exhibition Curation
VisitGSA Brochure Floor Manager & VisitGSA Staff
Plan trip to Advertisement Scotlandand Marketing & Brand Awareness Communications Department
Travel to Trip Advisor Glasgow VisitGSA Management AwardTour of Excellence & Exhibition Curation
Arrive at GSA and enter Custom Visitor Centre the Visitor Centre Floor Manager in the Reid Building & VisitGSA Staff
Plan trip to Scotland Establish a marketing plan/strategy
Interact
Ticket Purchase
ApproachDesk and VisitGSA Staff to
issue ticket and sticker GSA Visitor Centre Approach theStaff Shop Staff VisitGSA to buy aTicket ‘Mackintosh at GSA’ Tour & Sticker Ticket Purchase Tour Ticket and wait until Desk and VisitGSA Staff to the Tour starts issue ticket and sticker GSA Visitor Centre VisitGSA Staff Tour Ticket & Sticker Ticket Purchase Desk and VisitGSA Staff
Approach the Shop Staff to buy Ticket a ‘Mackintosh at GSA’ Purchase Tour Ticket and wait until Ticket Desk Desk andPurchase VisitGSA Staff to the Tour starts and VisitGSA Staff issue ticket and sticker
Travel to Glasgow
Arrive at GSA and enter the Visitor Centre
GSA Development & Mackintosh Hertitage Funding
VisitGSA service as part of GSA Enterprises Ltd
Approach the Shop Staff to buy a ‘Mackintosh at GSA’ Tour Ticket and wait until the Tour starts Ticket Purchase Desk and VisitGSA Staff
GSA Visitor Centre GSA Tour Guide Other Visitors Model of Mackintosh Building GSA Visitor Centre GSA Tour Guide Other Visitors Model of Mackintosh Building
Follow the Tour Guide as they talk through a scale model of the Mackintosh Building GSA in theVisitor VisitorCentre Centre GSA Tour Guide Follow the Tour Guide Other Visitors as they talk through a scale model Model of of the Mackintosh Building Mackintosh Building in the Visitor Centre
Visitor Waiting Area & Tour Guide to explain GSA Visitor Centre aspects of model GSA Tour Guide Follow the Tour Guide as they Other Visitors talk through a scale model Model of Area Visitor Waiting of the Mackintosh Building Building &Mackintosh Tour Guide toCentre explain in the Visitor GSA Visitor Centre aspects of model GSA Tour Guide Other Visitors Model of Mackintosh VisitGSABuilding Tour Guides & Visitor Centre Maintenance Follow the Tour Guide as they talk through a scale model Visitor Waiting Area of the Mackintosh Building VisitGSA Tour & Tour Guide to explain in the & Visitor Centre Guides Visitor Centre aspects of model Maintenance Follow the Tour Guide as they talk through a scale model of the Mackintosh Building in theGuide VisitorRecruitment Centre Tour & Training, and Architectural Scale Model Making/Maintainance Visitor Waiting Area VisitGSAto Tour & Tour explain TourGuide Guide Recruitment Guides & Visitor Centre aspects of model & Training, and Maintenance Architectural Scale Model Making/Maintainance Visitor Waiting Area & Tour Guide to explain aspects of model
GSA Visitor Centre Ground Floor Reid Building GSA Tour Guide Other Visitors GSA Visitor Centre Ground Floor Reid Building GSA Tour Guide Other Visitors
Engage First Floor Reid Building GSA Tour Guide Other Visitors Model of Mackintosh Library First Floor Reid Building GSA Tour Guide Other Visitors Model of Mackintosh Library
Engage
Second Floor Reid Building GSA Tour Guide Other Visitors Mackintosh Furniture Gallery Second FloorExhibit Reid Building GSA Tour Guide Other Visitors Mackintosh Furniture Gallery Exhibit
Transport
GSA Visitor Centre Ground Floor Reid Building GSA Shop
GSA Visitor Centre Ground Floor Reid Building GSA Shop
GSA Visitor Centre Ground Floor Reid Building VisitGSA Staff Purchase Receipt
GSA Campus Transport
Transport
Interact
The Student section of the building, Tour Guide to lift up barrier to let GSAvisitors Visitorthrough Centre Ground Floor Reid Building Follow the Tour Guide who The Student section of GSA Tour Guide will lead you up the stairs to the building, Tour Guide Other Visitors the first floor to lift up barrier to let GSAvisitors Visitorthrough Centre Ground Floor Reid Building
Alcove area of Reid Building first floor denoted to VisitGSA Tours & Tour Guide Engage First Floor Reid Building to explain aspects GSA Tour Guide of model Follow Tour Guide wo Other Visitors Alcove area of Reid Building show you a scale model Model of first floor denoted to of the Mackintosh Library Mackintosh VisitGSA Tours &Library Tour Guide Firston Floor Building theReid first floor to explain aspects GSAofTour Guide model Other Visitors Model of Mackintosh Library VisitGSA Tour Guides & Visitor Space Maintenance Follow Tour GuideBuilding wo Alcove area of Reid show a scale model firstyou floor denoted to of the Mackintosh Library VisitGSA Tours &Tour Tour Guide VisitGSA onexplain the first floor to aspects Guides & Visitor Space of model Maintenance Follow Tour Guide wo show you a scale model of the Mackintosh Library the first floor Touron Guide Recruitment & Training, and Architectural Scale Model Alcove area of Reid Building Making/Maintainance first floor denoted to VisitGSA VisitGSA ToursRecruitment & Tour Tour Guide Tour Guide Guides & Visitor Space to&explain aspects Training, and Maintenance of model Architectural Scale Model Making/Maintainance Alcove area of Reid Building first floor denoted to VisitGSA Tours & Tour Guide to explain aspects of model
Custom Mackintosh Furniture Gallery Exhibit the Second Floor Reid on Building second floor for GSA Tour Guide Visitors Follow Tour Guide who Other Visitors Custom will lead to the second Mackintosh Furniture Mackintosh Furniture floor to see the Gallery Exhibit Gallery Exhibit on the Second Floor Reid Building Mackintosh Furniture second floor for Gallery exhibit GSA Tour Guide Visitors Other Visitors Mackintosh Furniture Gallery Exhibit VisitGSA Tour Guides & Visitor Space Maintenance Follow Tour Guide who Custom will lead to the second Mackintosh Furniture floor Exhibit to see the Gallery VisitGSA Touron the Mackintosh Furniture second floor for Guides & Visitor Space Gallery exhibit Visitors Maintenance Follow Tour Guide who will lead to the second floor to see the Mackintosh Furniture Tour Guide Recruitment Gallery exhibit & Training, and exhibition set up so no one touches Custom artefacts/furniture Mackintosh Furniture VisitGSA Tour Gallery Exhibit on the Tour Guide Recruitment Guides & Visitor Space second floor for & Training, and exhibition Maintenance set up soVisitors no one touches artefacts/furniture Custom Mackintosh Furniture Gallery Exhibit on the second floor for Visitors
Tour guide escorts visitors back down the stairs, out of barriers and back to Visitor GSA Visitor Centre Centre to Shop Concluding the Tour, Ground Floorescorts Reid Building Tour guide the Tour Guide willthe lead visitors back down GSA Shop you back down to the stairs, out of barriers Visitor Centre Shop and back to Visitor GSA Visitor Centre Centre to Shop Ground Floor Reid Building GSA Shop
Tour Guide Recruitment VisitGSA Tour & Training, and exhibition Guides & Visitor Space set up so no one touches Maintenance artefacts/furniture
Custom Visitor Centre Floor Manager in the Reid Building VisitGSA & VisitGSA Staff service as part of GSA Enterprises Ltd
Ticket Purchase Ticket Deskto Desk andPurchase VisitGSA Staff and VisitGSA Ticket Purchase Desk issue ticket and Staff sticker and VisitGSA Staff
Frontstage
Advertisement & Brand Awareness
Trip Advisor Award of Excellence
Custom Visitor Centre in the Reid Building
Ticket Purchase Desk and VisitGSA Staff to issue ticket and sticker
Backstage Internal Interaction
Marketing and Establish a Communications marketing Department plan/strategy
VisitGSA Tour Management GSA Development & Exhibition Curation & Mackintosh Hertitage Funding
Floor Manager VisitGSA & VisitGSA Staff service as part of GSA Enterprises Ltd
Ticket Purchase Desk and VisitGSA Staff Ticket Purchase Desk and VisitGSA Staff
VisitGSA Tour Tour Guide Recruitment Guides & Visitor Centre & Training, and Maintenance Architectural Scale Model Making/Maintainance
GSA Estates to maintain GSA Estates installs security of the Reid an accessibly barrier Building for visitors
Tour Guide Recruitment VisitGSA Tour & Training, Guides & Visitorand Space Architectural Scale Model Maintenance Making/Maintainance
Backstage
Marketing and Communications Department
VisitGSA Tour Management & Exhibition Curation
Floor Manager & VisitGSA Staff
Ticket Purchase Desk and VisitGSA Staff
VisitGSA Tour Guides & Visitor Centre Maintenance
GSA Estates to maintain security of the Reid Building
VisitGSA Tour Guides & Visitor Space Maintenance
Internal Interaction
Establish a marketing plan/strategy
GSA Development & Mackintosh Hertitage Funding
VisitGSA service as part of GSA Enterprises Ltd
Ticket Purchase Desk and VisitGSA Staff
Tour Guide Recruitment & Training, and Architectural Scale Model Making/Maintainance
GSA Estates installs an accessibly barrier for visitors
Tour Guide Recruitment & Training, and Architectural Scale Model Making/Maintainance
Tour Guide Recruitment & Training, and exhibition set up so no one touches artefacts/furniture
Internal Interaction
Establish a marketing plan/strategy
GSA Development & Mackintosh Hertitage Funding
VisitGSA service as part of GSA Enterprises Ltd
Ticket Purchase Desk and VisitGSA Staff
Tour Guide Recruitment & Training, and Architectural Scale Model Making/Maintainance
GSA Estates installs an accessibly barrier for visitors
Tour Guide Recruitment & Training, and Architectural Scale Model Making/Maintainance
Tour Guide Recruitment & Training, and exhibition set up so no one touches artefacts/furniture
Backstage
GSA Campus Transport
Concluding the Tour, the Tour Guide will lead you back down to the Visitor Centre Shop GSA Visitor Centre Concluding Ground Floor the ReidTour, Building the TourGSA Guide will lead Shop you back down to the Visitor Centre Shop
Trip Advisor VisitGSA Management AwardTour of Excellence Development & GSA Exhibition Curation & Mackintosh Hertitage Funding
VisitGSA Tour Guides & Visitor Space Maintenance
Leave
GSA Visitor Centre Ground Floor Reid Building VisitGSA Staff Purchase Receipt
Follow the Tour Guide who will lead you up the stairs to the first floor GSA Visitor Centre Ground Floor Reid Building Follow the Tour Guide who GSAyou Tourup Guide will lead the stairs to Other Visitors the first floor
Advertisement Marketing and & Brand Awareness Establish a Communications marketing Department plan/strategy
Internal Interaction
Interact GSA Visitor Centre Ground Floor Reid Building GSA Shop
Follow Tour Guide who will lead to the second floor to see the Second Floor Reid Building Mackintosh Furniture GSA Tourexhibit Guide Gallery Follow Tour Guide who Other Visitors will lead to Furniture the second Mackintosh floor toExhibit see the Gallery Mackintosh Furniture Gallery exhibit
Line Frontstage of Backstage Internal Visibility Interaction
Leave
GSA Visitor Centre Ground Floor Reid Building GSA Shop
Follow Tour Guide wo show you a scale model of the Mackintosh Library Firston Floor Reidfloor Building the first GSA Tour Guide Follow Tour Guide wo Other Visitors show you a scale Model of model of the Mackintosh Library Mackintosh Library onEngage the first floor
GSA Tour Guide Other Visitors GSA Estates to maintain security of the Reid Building Follow the Toursection Guide who The Student of will lead you upTour the stairs the building, Guideto GSA Estates tofloor maintain the to lift upfirst barrier to let security of the Reid visitors through Building Follow the Tour Guide who will lead you up the stairs to the first floor GSA Estates installs an accessibly barrier for visitors The Student section of the building, Tour Guide GSA Estates to maintain toGSA lift up barrier to let Estates installs security of the Reid through anvisitors accessibly Buildingbarrier for visitors The Student section of the building, Tour Guide to lift up barrier to let visitors through
Leave
Interact
Engage
Approach Trip Advisor website
Visit Scotland website
Engage
Approach
GSA Estates to maintain security of the Reid Building Concluding the Tour, Tour guide escorts the Tourback Guide will lead visitors down the you back to the stairs, outdown oftobarriers GSA Estates maintain Visitor Centre and back to Visitor security of theShop Reid Centre to Shop Building Concluding the Tour, the Tour Guide will lead you back down to the Visitor Centre Shop GSA Estates installs an accessibly barrier for visitors Tour guide escorts visitors back down the GSA Estates maintain stairs, out ofto barriers GSA Estates installs security Reid and back of to the Visitor an accessibly barrier Building Centre to Shop for visitors Tour guide escorts visitors back down the Lorem ipsum stairs, out of barriers and back to Visitor Centre to Shop Lorem ipsum GSA Estates to installs maintain GSA Estates security of thebarrier Reid an accessibly Building for visitors
In the Shop, you can buy items from GSA students and alumni GSA Visitor Centre In the Shop, buy Ground Floor you Reidcan Building items from GSA GSA Shopstudents and alumni
Interact
To buy an item, approach the Till with your item and pay using cash or card GSA Visitor Centre Ground Floor Reid Building To buy an item, approach the Till VisitGSA with yourStaff item and Receipt payPurchase using cash or card
Within the Shop area, there The Shop area is is a purchase desk with positioned before a visitor leaves the Visitor Interact a member of staff ready GSAyour Visitor Centre to take purchase Centre to entice GSA Visitor Centre them to buy Ground Floor Reid Building To buy an item, approach In The the Floor Shop, you can Ground Building Within the Shop area, there ShopReid area is buy VisitGSA Staff the Till with your item and items from GSA students is a purchase desk with positioned GSAbefore Shop a visitor Purchase Receipt pay using cash or card andthe alumni a member of staff ready leaves Visitor GSAyour Visitor Centre to take purchase Centre to entice GSA Visitor Centre them to buy Ground Floor Reid Building Ground Floor Reid Building VisitGSA Staff GSA Shop Purchase Receipt GSA Enterprise team VisitGSA Staff trained to take purchases curate the items from GSA Students & using cash or card To buy an item,area, approach In the you can Within the Shop there TheShop, Shop area is buy Alumni payment the with your item and items frombefore GSA students is aTill purchase desk with positioned a visitor pay usingStaff cash orready card andthe alumni a VisitGSA member of staff leaves Visitor trained GSA Enterprise team Centre to entice curate the items to buy & fromthem GSA Students In the Shop, you can buy Alumni items from GSA students and alumni GSA Enterprises advertises for new stock openings The Shop area is positioned before a visitor GSA Enterprise team leaves the Visitor GSA Enterprises curateto the items Centre entice advertises for new from GSA Students & them to buy stock openings Alumni The Shop area is positioned before a visitor leaves the Visitor Centre to entice them to buy
Leave Leave the GSA Campus via the Visitor Centre
Arrange transport back home
GSA Campus Leave the GSA Campus Transport via the Visitor Centre
Transport Arrange transport back home
Leave VisitGSA can direct you to the GSA Reception if a visitor needs a taxi called GSA Campus VisitGSA can direct you LeaveTransport the GSA Campus tovia thethe GSA Reception Visitor Centre if a visitor needs a taxi called GSA Campus Transport
Leave
Glasgow City Council/ Public Transport organisations Transport Glasgow City Arrange transport Council/ back home Public Transport organisations Transport
toto take your purchase take purchases using cash or card To buy an item, approach payment the Till with your item and pay using cash or card
Taxi services are available at the GSA Reception Desk VisitGSA direct you Leave thecan GSA Campus to the GSA Reception via theservices Visitor Centre Taxi are if a visitor needs a available taxi at thecalled GSA Reception Desk Leave the GSA Campus via the Visitor Centre
GSA process any feedback forms or newsletter signups you may have requested Glasgow City Arrange transport Council/ back home GSA process Public Transport any feedback forms organisations or newsletter signups you may have requested Arrange transport back home
Maintain up-to-date payment systems and methods for Within the Shop area, there Visitor Shop is a purchase desk with VisitGSAof Staff a member stafftrained ready Maintain up-to-date to take purchases to take your purchase payment systems using cash or card and methods for payment Within the ShopShop area, there Visitor is a purchase desk with a member of staff ready to take your purchase
Receptionist calls for a taxi at request of visitor VisitGSA can direct or VisitGSA staff you to the Reception TaxiGSA services are if aReceptionist visitor needs a available taxi called calls a GSA taxi at atfor the request of visitor Reception Desk or VisitGSA staff you VisitGSA can direct to the GSA Reception if a visitor needs a taxi called
Admin officer enrolls Visitor on VisitGSA mailing list Glasgow City and records feedback Council/ GSA process Public Transport Admin officer any feedback forms organisations Visitor on orenrolls newsletter signups VisitGSA mailing list you may have requested Glasgow City and records feedback Council/ Public Transport organisations
Taxi services are Receptionist available calls for aGSA taxi at at the request of visitor Reception Desk or VisitGSA staff
GSA process officer any Admin feedback forms enrolls Visitor on or newsletter signups VisitGSA mailing list you may have requested and records feedback
Taxi services are available at the GSA Reception Desk
GSA process any feedback forms or newsletter signups you may have requested
GSA Enterprise team GSA Enterprises curate thefor items advertises new from GSAopenings Students & stock Alumni
VisitGSA trained MaintainStaff up-to-date to take purchases payment systems using cash or card and methods for payment Visitor Shop
GSA Enterprise team curate the items from GSA Students & Alumni
VisitGSA Staff trained to take purchases using cash or card payment
Lorem ipsum GSA Estates installs an accessibly barrier for visitors
GSA Enterprises advertises for new stock openings
Maintain up-to-date payment systems and methods for Visitor Shop
Receptionist calls for a taxi at request of visitor or VisitGSA staff
Admin officer enrolls Visitor on VisitGSA mailing list and records feedback
GSA Estates installs an accessibly barrier for visitors
GSA Enterprises advertises for new stock openings
Maintain up-to-date payment systems and methods for Visitor Shop
Receptionist calls for a taxi at request of visitor or VisitGSA staff
Admin officer enrolls Visitor on VisitGSA mailing list and records feedback
GSA Estates to maintain security of the Reid Building
Lorem ipsum
Lorem ipsum
User Journey
GSA SHOP You can join our Mackintosh Tour!
Persona Storyboard
Journey Steps
Insights
Donham browsed relevant information online before choosing to apply for Architecture at the Glasgow School of Art
Donham struggled to find much relevant information about this course online, so decided to pay a visit to GSA to find out more
Donham arrived on campus and saw the VisitGSA shop entrance, he speaks to staff who encourages him to undergo Tour while here
Donham waits for around 45 minutes before his tour begins, he browses the Visitor Centre and Gallery exhibition alone
Donham wants to apply to GSA as a student, but struggled to know where to find information about his course he wants to study
With many students choosing to study at GSA due to its Mackintosh heritage, visiting the campus can inspire prospectful students
Donham was unsure what to do but through the Shop staff, he thought that the GSA Tour would help his decision to choose GSA
Given he arrived so early, Donham was unsure of how to spend his time before the tour, until he got distracted by looking at art in Gallery
Could VisitGSA play a role in connecting prospectful students to ‘sell GSA’?
Design Opportunities
What if the GSA website could connect prospectful applicants to a student forum of current GSA students as a knowledge/ insight exchange?
Could GSA have a more applicant friendly website?
What if this machine could advertise suggestions for waiting: explore Visitor Centre or view Gallery exhibition or Visitor cafe?
What if there was a VisitGSA package for visitors that includes accommodation, tour & cultural experience?
Could visitors book tours using an Automatic Ticket Machine to show more information about tours and more languages?
What if visitors could be encouraged to interact through such a device using gamification?
What if visitors are given a pre-tour booklet or companion device to occupy them until tour starts? Could the device be used as a notifier for visitors when tour is about to begin?
Donham catches up with tour when the visitors are being shown the Mack model in the Visitor Centre by the Tour guide
The Tour then explores the Reid Building as they are escorted through the building to the first floor exhibit by the Tour Guide
The Visitors are taken to the Library exhibit on the first floor of the Reid Building to see model/fire photos
Following the library exhibit Visitors are taken to the Mackintosh Furniture Gallery on the second floor of Reid Building
After the Furniture Exhibit, Visitors are encouraged to go back downstairs to the Visitor Centre for a debriefing and then Shop
Although Donham was impressed with the Mack model, he wished he could have seen more of the building given he has came a long way
Donham struggles with his English language and is rather shy, so he struggled to intervene to say that he needed the toilet
This exhibit is quite small with the scale model delicate and intricate but Donham would like to see more detail to be able to relate to reality
Donham then explores the Mackintosh Furniture exhibit looking at the descriptors of each piece but is disappointed he cannot interact further
Concluding the tour, Donham returns to the Visitor Centre but wishes he had more interaction and extra participation
What if visitors could view more of the Mack using SimVis scans and AR app technology in tour device to reveal more details/inside of Mackintosh building without entering building?
Could the Tour device help communicate common phrases/requests to Tour guides?
Post Mack restoration, could AR model/lens show the events of the 2014 Fire?
What if this space used VR headsets to emulate the Mackintosh library using the 3D scans of library before fire?
What if the translation could speak Scottish? “Where is the cludgie pal?”
What if descriptors where live/interactive to explore more about the life of the furniture and tell its story better?
Could a 4D aspect to immersive experience include smell simulators to enhance the feeling of post-fire library experience?
What if the Tour Device could help collate feedback from visitors on their Tour Experience & analytics?
Could there be snapchat style AR item exploration to show interaction with exhibit items? What if Visitors could pose in one of Mackintosh’s chairs in the Visitor Centre using AR and print/share photographs of interaction?
7
Donham then explores the GSA Shop offerings after his tour, he is intrigued by the students works on offer within the shop
After looking at the student works in the GSA Shop, Donham decides to buy some souvenirs and presents
From choosing his gifts, Donham then goes to the GSA Shop counter to buy the items he choose
In the shop, Donham is seeing the variety of products that GSA alumni have created from the different courses on offer and appreciates GSA talent
Donham decides which presents to get his Mother back home and souvenirs for himself,He chooses a card and a GSA bag to carry his supplies in.
Donham purchases the items from the shop assistant, but is unsure what to do next, is his GSA experience over?
Could Visitors then gain access to try these art & design skills themselves through GSA Open Studio?
What if Visitors could get in touch with artists/ designers exhibited in shop to express interest?
Could the tour be extended to see more of GSA practise on 3rd & 4th Floor and offer a chance to meet with students?
What if Visitors were given other ways to donate to GSA? Could their be a sharing online/social media or blogging aspect to the buying experience?
Donham leaves the GSA Campus after having a look around and talking to some students near the Bourdon
Donham arrives home and then applies to the Architecture programme at GSA following his visit
Donham’s experience was complete when he spoke to students and explored the wider GSA context
Donham’s VisitGSA experience was enough to convince him that he would enjoy the course
What if the receipt was personalised to the analytics acquired by Tour Device?
Could the shop receipt be custom designed as well by students?
What if the GSA Shop could notify visitors of how thankful they are that visitors came here to experience the GSA Tour?
Could students be available in shop to show visitors around wider GSA context?
What if visitors could get back in touch with VisitGSA to show appreciation?
Could prospective students be encouraged to experience GSA before they apply to stand them in better stead for submission?
8
Design Opportunities
1
Better Accessibility
By completing our user journeys, we could affinitise the insights and design opportunities to reveal more defined interventions that we would utilise for our service redesign. Hence we mapped our design opportunities together in an experience framework to explore how they could work or compliment each other through the service redesign. As such they were 3 key themes emerge throughout the opportunities chosen that would feature as part of our groups proposal.
2
Digital Augmentation
3
Student Connections
Discover
Approach
Revised GSA website for visitors
Engage
Interact
Leave
Experience Extensions
Digital Interactive Tour Assistant/ Companion
AR Model Interaction
Customisable Experience Offerings for User Motivations/Expectations
Variable Language Accessibility
Maintain
Social Media Sharing Connecting with Students/Alumni
VR Immersion Interaction
User Testing/ Prototyping After devising our design opportunities, we thought to undergo user testing through asking a group of students at GSA to prototype our proposed interventions. For this co-design activity, we sought students who previously had not visited GSA prior to applying and came from outside of Europe. These prospective students would be GSA's target audience for attracting as students outside of Europe have to pay up to three times more on their tuition fees to be enrolled and study at GSA. Hence attracting these international students would greatly benefit GSA financially and thus fulfil GSA Enterprises Ltd goals of helping raise funds for GSA programmes and events. Therefore, we wanted to test our concepts out on a sample of international users by presenting an in-depth user journey of Donham, for these users to empathise with. Then we will present our design opportunities on a range of 'prompt cards' below our explanation of our opportunities and allow users the chance to comment and co-create our concept opportunities by giving them the autonomy to change and alter our proposal. These co-design activities are designed to help qualify our design concepts and context:
"Such sessions produce varied and rich views, anecdotes, and explanations about the explored context which include the use situation and the users’ concerns, memories, feelings, and experiences surrounding it. These kinds of findings are highly informative and inspiring to design teams." Visser et al, 2005:120
Photos of our User's engagement with our 'pROMPT cARD' prototyping
9
Photos of our user testing set up with pre-made 'Prompt Cards' ready for user prototyping
"Visiting GSA before I start to study here would have been helpful to see what it was like..." - Participant
"I never really got what the Mackintosh building was so important for, so yeah going on this tour would have helped me before" - Participant
"Since arriving in Glasgow, I struggle with the Scottish accent... maybe if I visited before I could have been better prepared for attending GSA" - Participant
During the workshop, the participants expressed there surprise of how relevant visiting a university could be before applying. As such, many did not know of Mackintosh and how he helped progress GSA into an internationally renowned Art School. Hence, lacking this knowledge and understanding could have hindered there appreciation and interpretation of GSA. Therefore, visiting GSA could have helped some of our sample relate to GSA better. Furthermore, many remarked at how other international students had taken a leave of absence from GSA due to it not living up to expectations. Hence, they again referenced prior engagement with GSA could have helped with 'trying before you buy'. With these contextual insights, some students started to draw aspects of experience that would have made them appreciate their hypothetical visitor experience. Notably, the inclusion of language accessibility was praised as many foreign students felt alienated by the Scottish accent when they first arrived, so having the ability to communicate in a native language would be helpful. Also, many liked the notion of the tour companion device as this would help curate their experience better, again through language accessibility but also spatial and event awareness. As such, a participant added a GSA style lanyard that was colour coded 'green' to symbolise that someone is a visitor. This was a great co-creation moment as we felt as though prospective users of this service were helping to shape and refine it. As such, this was an effective activity that helped us refine our final redesign proposal.
10
Redesign Proposal 'Visit&ExperienceGSA' is an upgraded service over the current VisitGSA offering that expands its tourism facilitation and augments its tour curation through digital integration. Moreover through the digital elements, this experience is more connected and interactive that can allow more GSA students to contribute and form part of the experience that GSA offer visitors. Breaking down the service re-design further, we focused on four key aspects: the first being a more customisable experience, using a dedicated Visitor website for GSA and choose extensions to suit the visitors preference. As we aimed this service for prospective students, this website would allow the opportunity to experience more of GSA while being a visitor on campus. Given the international appeal of GSA, we thought to integrate technology more into the re-design as this allows opportunity for aspects to be translated. As such this centres around a Tour Companion Device that is worn round the visitor’s neck to assist them in their experience. To augment the existing offerings, we have made the tour experience more immersive and realistic by utilising AR&VR technology throughout the tour, to engage with the Mackintosh building better and create more immersive experiences. Lastly, we wanted to connect GSA students better through the service, as all the proceeds go towards GSA student activities. Hence we thought to include more information about the students who have work exhibited in the shop to allow visitors to connect. As such, the Visitor Centre becomes a platform for promoting GSA talent and showcasing its alumni. Summarising, Visit&ExperienceGSA offers an expanded range of tourism experiences to cater for more emergent user groups. In particular, we focused on enticing prospective students to apply. This benefits GSA as a whole as the more students it can attract, especially international, the more funding it will receive to deliver world class education and infrastructure. Hence we feel that upgrading the visitor centre experience could interest more overseas students to engage with GSA and then later apply as a student later on.
new Stakeholder Map Augmented reality model implementation
Redesign InterventionS
Immersive virtual reality headsets Digital APP Integration Emergent User F0cus
Tour companion device + visitor Lanyard
The Student Room Trip Advisor
0THER visitors GSA Enterprises Ltd
mANAGEMENT tEAM
mARKETING & Commercial Development
Mackintosh Tourism
Mackintosh enthusiast
Tour Guide
Visit Scotland
gsa Visitor & Experience Centre
GSA Institution
Visitor Prospective Students
Shop Staff
Glasgow CC
GSA Visit & Experience Website
Exhibitions Academic recruitment& Admissions
gsa Staff
GSA Connections GSA Alumni
GSA Students
Expanded Tourism Offering
+
Digitally Augmented Experience
+
Enhanced GSA Connections
WTMS
Dedicated visitor interactive website
Interactive ticket customiser machine
Connecting Visitors with Student Ambassadors
Student discovery alumni network
Charitable awareness and acknowledgement
Redesign Storyboard Expanded Tourism Offering
Persona journey
Donham was directed to a separate Visit&Experience GSA website where he was assisted in planning and choosing his GSA experience
This website allows visitors to customise their GSA experience but choosing extensions and additional experiences alongside current offerings
Interactive ticket customiser machine
Redesign interventions
Dedicated visitor interactive website
Donham browsed relevant information online before choosing to apply for Architecture at the Glasgow School of Art
Donham was greeted by interactive ticket machines when he arrived at GSA, these allowed him to prepare in his own native language and get help
Digitally Augmented Experience
On the tour, the guide suggests that visitors can use their devices to reveal the inside of the Mackintosh building using its AR technology and interaction
To immerse tourists in their experience further, the Library exhibit features VR exploration of the library before and after the fire
Immersive virtual reality headsets
His tour device recommends that he can grab a coffee before the tour starts and browse the latest exhibitions available until it notifies him of tour starting
Augmented reality model implementation
Tour companion device + visitor Lanyard
Donham was assigned a tour companion device to assist his experience. This device is an additional guide that helps facilitate and augment tourist experience
Tourists are encouraged to share their experience through their AR device that allows them to circulate in real time on social media and blogging sites
11
Enhanced gsa Connections
After scanning QR code, visitors are taken to the online Archive that features work and stories by the students who is exhibiting their products
Charitable awareness and acknowledgement
Student discovery alumni network
In the Shop, visitors can learn more about student works exhibited by scanning QR codes next to their work using their tour device.
Upon purchasing a product from the GSA Shop, Donham will receive correspondence to inform him of what his donation has contributed to GSA as a charity
Overview Overall, I feel that the redesigned storyboard reacts well to the issues identified in the personas original journey. As such, I believe these design interventions are appropriate for this users needs and expectations of this revised service. Therefore, I believe that the dedicated Visit&Experience GSA website is crucial to achieving a better user/customer experience as it helps facilitate their journey and customise their experience to there preference or needs. Hence I feel that this intervention would be very valuable to any visitor but especially those travelling afar to ensure they get the most out of their journey to Glasgow. As such, the addition of the Interactive Ticket machines are welcome for those who struggle with English as the interface can be translated by an accessibility feature. This helps make international guests feel at home. Moreover, the design of the Tour Companion Device allows visitors to feel as though they belong at GSA with their own green lanyard. The Companion device is wore on the visitors neck for easy access and interaction. It helps facilitate your experience and ensures you get the most out of your time at GSA. With the Companion Device, visitors can enable new perspectives to its existing infrastructure with AR technology that allows you to interact and explore the Mackintosh model in real time. By holding your device towards the model, you can interact with the building and explore the interior architecture through the SimVis 3D scans. Moving onto the library exhibit, VR is used to provide a more immersive and tangible experience. Through the VR Headsets, visitors can explore the library pre and post the fire to experience the devastation for themselves. In the Furniture gallery, visitors can take custom filtered and affects using their device camera which automatically links you to GSA channels of social media. Moreover, by using the device in the Shop, visitors can connect with exhibiting students and alumni to explore the GSA Alumni & Student network. Hence, I feel these proposed interventions are beneficial and valuable to the user experience of my redesign proposition.
Redesign User Journey
New Persona Storyboard
Revised User Journey
Redesign Interventions
Redesign Justification
Donham browsed relevant information online before choosing to apply for Architecture at the Glasgow School of Art
Donham wants to apply to GSA as a student and finds the Visit&Experience GSA website very useful to help him make his decision
Donham was directed to a separate Visit&Experience GSA website where he was assisted in planning and choosing his GSA experience
Donham was greeted by interactive ticket machines when he arrived at GSA, these allowed him to prepare in his own native language and get help
His tour device recommends that he can grab a coffee before the tour starts and browse the latest exhibitions available until it notifies him of tour starting
While on this dedicated website, he can customise his experience to his liking to ensure he gets the most out of his trip and help him decide on GSA
Donham was greeted by the interactive ticket machine which he configured for his native language, this made him feel welcome and at home here
From being assigned a Tour Companion Device, Donham could freely browse the building without worrying about his tour starting without him
VisitGSA ranks highly on TripAdvisor and has international appeal, but maybe GSA could help with planning journey/experience to Glasgow & GSA GSA Website is very out of date and many visitors struggle to use it, could a specific website for Visitors be established or an updated website?
Finding where and who to approach for buying a Tour Ticket is not clear, an automated machine could help alleviate language barriers and allow visitors more choice and options for their tour
A Tour Companion device would allow every user to be accommodated during their tour by allowing them to be tracked and monitored throughout, from doing so, they can connect with other visitors and the environment around using Bluetooth tagging technology while visitors wait for their tour and interact with the Shop and Exhibitions
On the tour, the guide suggests that visitors can use their devices to reveal the inside of the Mackintosh building using its AR technology and interaction
The Tour then explores the Reid Building as the visitors are escorted through the building to the first floor exhibit by the Tour Guide
To immerse tourists in their experience further, the Library exhibit features VR exploration of the library before and after the fire
Tourists are encouraged to share their experience through their AR device that allows them to circulate in real time on social media and blogging sites
After the Furniture Exhibit, Visitors are encouraged to go back downstairs to the Visitor Centre for a debriefing and then to Shop
Given the Mackintosh building is closed, Donham finds the AR viewer in his Tour Companion useful to gain insight into the inside architecture.
With the Tour Companion device, Donham can internally communicate issues or queries with the Tour Guide to highlight his toilet request
Donham loves the VR headset installation as it provides an immersive and impactful experience into the Mack Library before and after the fire
With his Tour Companion, Donham can apply special filters and affects to photos and share directly to social media using official GSA hashtag/handles
Ending the Tour, the Companion Device gains feedback from visitors and can allow visitors to extend their experience further by providing more options
Given we cant go inside the Mackintosh building, could we use AR with the existing building model to give the ability to look inside the space and interact with the building. As it is one of the best scanned buildings in the world with SimVis, could the scans be translated to AR?
As a big part of GSA is Glasgow, could we embrace Glaswegian culture through language? What if the Companion Device displayed Scottish humour to tourists and notify Tour guide of any requirements of visitors... like toilet access and questions
Like the Mackintosh Model, the Library exhibit lacks a realistic experience, hence could VR be used to show people around the library space? Could VR highlight the difference before and after fire better than photos? Through smell, could we emulate this special space and show how much the fire has destroyed its essence?
In the Furniture Gallery, could the information be better displayed using interactive displays to show Archive content regarding the chairs being used and made. This gives more dimensions and insight without interacting directly with furniture items
The Tour device could allow staff to monitor visitors if they decide to explore the building or go to student studios. Hence, it adds an extra layer of security for safety purposes
12
Donham then explores the GSA Shop offerings after his tour, he is intrigued by the students works on offer within the shop
In the Shop, visitors can learn more about student works exhibited by scanning QR codes next to their work using their tour device.
From connecting with this student, Donham can interact with GSA students and alumni, he gets in touch with a 1st year architecture student.
While Donham is on the GSA Campus he meets with some students near the Bourdon who give him insight into Architecture
Donham arrives home and then applies to the Architecture programme at GSA following his visit
In the shop, Donham is seeing the variety of products that GSA students have made and is researching their journeys using his Companion Device
Donham sees an intriguing artefact by an Architecture student, he scans the QR code to get connected with this current GSA student
Through the connect platform, Donham manages to get in touch with the student through linking with him through the GSA Archives
Donham’s experience was complete when he got in touch with this student who showed him around and answered his questions
Donham’s visitor experience at GSA convinced him that it is the institution for him and that he was confident to apply for the course
Many visitors are prospective students for GSA and would benefit from more exposure to GSA practise & insight into current student experiences, hence could more links to Open Studio encourage this?
The Shop already helps promote GSA talent and enterprise, hence could a wider connection system help get students and alumni noticed in the professional world? Or help them expand their network/fanbase?
Many Visitors would like more options to explore GSA and Mackintosh while they are in Glasgow. Could the tour become the starting point to many other GSA and Mackintosh tourism?
Could the Shop be the touchpoint for connecting prospective students to GSA representatives? Visitors could pay for the privilege and encourage student ambassadors to step forward
The GSA Visitor Centre could become the first step for many prospectful students journey to Art School, as the Mackintosh Building becomes the new home of first year students, this tour would help 'sell' GSA to students/parents etc.
13
Redesign Blueprint
Discover
External Interaction
Journey Stage
Journey Stage External Touchpoints External Touchpoints
User Actions
External User Touchpoints Actions Journey Stage
Frontstage Journey Stage
Discover
Visit&Experience Dedicated Website
Trip Advisor website VisitScotland website
External UserLine Touchpoints Frontstage Actionsof
Interaction
Frontstage
External Touchpoints Backstage User Frontstage Actions Backstage User Actions
Internal Interactions Line Frontstage of Backstage Internal Visibility Interactions
Backstage
Frontstage
Discover Plan a custom trip to Glasgow School of Art
Book travel to Glasgow
Visit&Experience Plan Dedicated a custom trip to Glasgow School Website of Art
Trip Advisor website Book travel to VisitScotland website Glasgow
Plan a custom trip to Glasgow School of Art Establish a digital interactive marketing plan/strategy Interactive Booking Marketing and a Tours Website Establish for VisitGSA Communications interactive &digital GSA Experiences Department marketing plan/strategy Interactive Booking Website for VisitGSA Tours & GSA Experiences
Backstage Internal Interactions
Marketing Establishand a Communications digital interactive Department marketing
Backstage
Marketing and Communications Department
Internal Interactions
Establish a digital interactive marketing plan/strategy
Internal Interactions
Establish a digital interactive marketing plan/strategy
Internal Interaction
Discover
plan/strategy
Link to booking travel/accomodation arrangements on the website Trip Advisor website Book to Link totravel booking VisitScotland website Glasgow travel/accomodation arrangements on the website Trip Advisor website VisitScotland website Visit&ExperienceGSA links to trusted travel partners to deliver hollistic trip preparation Link booking Booktotravel to travel/accomodation Glasgow Visit&ExperienceGSA arrangements the links to trustedon travel website partners to deliver hollistic trip preparation Book travel to Glasgow Visit&ExperienceGSA liaising with travel partners to deliver Link of to booking ease Visit&ExperienceGSA travel/accomodation links to trustedon travel arrangements the Visit&ExperienceGSA partners to travel deliver website liaising with hollistic trip partners topreparation deliver ease Link of to booking booking travel/accomodation arrangements on the website
Visit&ExperienceGSA Visit&ExperienceGSA links to trusted travel liaising with partners to travel deliver partners topreparation deliver hollistic trip ease of booking Visit&ExperienceGSA links to trusted travel partners to deliver hollistic trip preparation
GSA Campus
GSA Visitor Centre GSA Visitor Centre VisitGSA Staff Tour Companion Device
GSA Visitor Centre Interactive Ticket Machine GSA Campus GSA Visitor Centre Interactive Ticket Machine Arrive at GSA and enter the Visitor Centre, where you can purchase a ticket if you havent already Arrive at GSA and enter booked online GSA Campus the Visitor Centre, where GSA Visitor Centre you can purchase a Interactive Ticket ticket if you Machine havent already booked online Entrance to Reid Visitor Centre featuring a user friendly interactive ArriveGSA at GSA and enter Campus ticketCentre, machine the Visitor where GSA Visitor Centre Entrance Reid Visitor you canto purchase a Interactive Ticket Centre ticketfeaturing if you Machine a user friendly havent already interactive booked online GSA Campus ticket machine GSA Visitor Centre Interactive Ticket Machine Floor Manager & VisitGSA Arrive at GSAand andUpdates enter Maintenance the Visitor Centre, where Entrance Reid Visitor you can to purchase a Centre featuring ticketManager if you Floor a user friendly havent already & VisitGSA interactive booked online Arrive at GSAand andUpdates enter Maintenance ticketCentre, machine the Visitor where you can purchase a ticket if you havent already VisitGSA booked online investment in an accessible ticket machine Entrance Reid Visitor forto visitors Centre featuring Floor Manager VisitGSA a user friendly & VisitGSA investment in an interactive Maintenance and Updates accessible ticket machine ticket machine forto visitors Entrance Reid Visitor Centre featuring a user friendly interactive ticket machine
Interact
GSA Visitor Centre VisitGSA Staff Tour Companion Device
Approach Once you have obtained your ticket, a VisitGSA staff member will issue you with a Tour companion device set up to assist your tour Once youVisitor have Centre obtained GSA your ticket, a VisitGSA VisitGSA Staff staff member will issue you with Tour Companion Device a Tour companion device Approach set up to assist your tour
VisitGSA Staff to issue
Approach Tour Companion Devices
for visitors Once you have Centre obtained GSA Visitor your ticket, a VisitGSA staff VisitGSA Staff member will issue you with VisitGSA Staff to Device issue Companion aTour Tour companion device Tour Companion Devices set up to assist your tour for visitors GSA Visitor Centre VisitGSA Staff Tour Companion Device Tour Companion Device Charging and Sync Hub & Once you have obtained Tour Guide Control Pads your ticket, a VisitGSA staff member will issue you with VisitGSA Staff to issue aTour TourCompanion companion Device device Tour Companion Devices set up to assist yourHub tour& Charging Sync for and visitors Once you have obtained Tour Guide Control Pads your ticket, a VisitGSA staff member will issue you with a Tour companion device set up to assist your tour Investment into technology and infrastructure in the GSA Visitor Centre & training to use devices VisitGSA Staff to issue TourCompanion CompanionDevices Device Tour Investment intoSync technology Charging and Hub & for visitors and infrastructure the Tour Guide Controlin Pads GSA Visitor Centre & training to use devices VisitGSA Staff to issue Tour Companion Devices for visitors
Floor Manager VisitGSA & VisitGSA investment in an Maintenance and Updates accessible ticket machine for visitors
Tour Companion Device Investment into technology Charging and Sync Hub & and infrastructure in the Tour Guide Control Pads GSA Visitor Centre & training to use devices
Floor Manager & VisitGSA Maintenance and Updates
Tour Companion Device Charging and Sync Hub & Tour Guide Control Pads
Visit&ExperienceGSA liaising with travel partners to deliver ease of booking
VisitGSA investment in an accessible ticket machine for visitors
Investment into technology and infrastructure in the GSA Visitor Centre & training to use devices
Visit&ExperienceGSA liaising with travel partners to deliver ease of booking
VisitGSA investment in an accessible ticket machine for visitors
Investment into technology and infrastructure in the GSA Visitor Centre & training to use devices
GSA Tour Guide Other Visitors Tour Companion Device GSAAR Visitor Centre Model of Mackintosh Building GSA Tour Guide Other Visitors Tour Companion Device AR Model of Mackintosh Building Follow the Tour Guide as they talk through a scale model of the Mackintosh Building andGSA show you how to look Visitor Centre inside Tour GSAwith Touryour Guide Follow the Tour Guide as they Companion Device Other Visitors talk through a scale model ofTour the Mackintosh CompanionBuilding Device and show you how AR Model of to look inside with your Tour Mackintosh Building Companion Device Visitor Waiting Area & Tour Guide to explain aspects of model and how GSA Visitor Centre to use the AR feature GSA Tour Guide Follow theTour TourCompanion Guide as they on your Other Visitors talkVisitor through a scale model Waiting Area Device ofTour Mackintosh Building &the Tour Guide to explain Companion Device and show you how to look aspects ofModel model GSA Visitor Centre AR ofand how inside your Tour to use with the AR feature Mackintosh Building GSA Tour Guide Device on Companion your Tour Companion Other Visitors Device Tour Companion Device VisitGSA Tour Guides AR Model of & Visitor Centre/ Mackintosh Building Tourthe Companion Device Follow Tour Guide as they Maintenance Waiting talk Visitor through a scaleArea model Tour Guide to explain of & the Mackintosh Building VisitGSA Tour Guides aspects ofyou model and how and show how to look Visitor Centre/ to & use the AR feature inside with your Tour Tour Companion Device on your Tour Companion Device Follow the Tour Companion Guide as they Maintenance Device talk through a scale model of the Mackintosh Building and show you how to look Tour Guide Recruitment inside with your Tour & Training, and Companion Device Architectural Scale Model Visitor Waiting Area Making/Maintainance & & Tour Guide to explain AR Reality Engine Processing VisitGSA Tour Guides aspects of model and how Tour Guide Recruitment & Visitor Centre/ to use the AR feature & Training, and Tour Companion Device on your Tour Companion Architectural Scale Model Maintenance Device Visitor Waiting Area & Making/Maintainance & Tour Guide to explain AR Reality Engine Processing aspects of model and how to use the AR feature on your Tour Companion Device VisitGSA Tour Guides Tour Guide Recruitment & Visitor Centre/ & Training, and Tour Companion Device Architectural Scale Model Maintenance Making/Maintainance & AR Reality Engine Processing VisitGSA Tour Guides & Visitor Centre/ Tour Companion Device Maintenance Tour Guide Recruitment & Training, and Architectural Scale Model Making/Maintainance & AR Reality Engine Processing Tour Guide Recruitment & Training, and Architectural Scale Model Making/Maintainance & AR Reality Engine Processing
GSA Visitor Centre Ground Floor Reid Building GSA Tour Guide Tour Companion Device GSA Visitor Centre Other Visitors Ground Floor Reid Building GSA Tour Guide Tour Companion Device Other Visitors Follow the Tour Guide who will lead you up the stairs to the first floor, if you have any questions or queries, Centre useGSA yourVisitor tour companion Follow Tour Guide who device the to inform the guide Ground Floor Reid Building will lead you up the stairs to GSA Tour Guide the first floor, if you have Tour Companion Device any questions or queries, Other Visitors use your tour companion device to inform the guide The Tour Companion Device tracks the movement of visitors in the building GSA Visitor Centre so thethe guides can keep Follow Tour Guide who Groundaware Floor Reid Building of them will lead you up the stairs to GSACompanion Tour Guide Device The Tour the first floor, if you have tracks the movement Tour Companion any questions or Device queries, of visitors in the building useGSA your tour companion Other Visitors Visitor Centre so the guides can keep device to inform the guide Groundaware Floor Reid Building of them GSA Tour Guide Tour Companion Device Register the Visitors Tour Companion Other Device for RFID passthrough Follow Tourand Guide who for GSAthe gates tracking will lead you up the stairs to systems The Tour Companion Device the first floor, if you have tracks the movement any questions or queries, Register the in Tour of visitors theCompanion building use your tour Device forguides RFIDcompanion passthrough so the can keep device togates inform the guide Follow the Tour who for GSA and tracking aware of Guide them will lead you up the stairs to systems the first floor, if you have any questions or queries, use your tour companion Only to activate RFID/ device to inform the guide bluetooth tracking if a visitor gets lost or they Theneed Tourextra Companion Device monitoring tracks the movement Register thein Tour ofOnly visitors theCompanion building to activate RFID/ Device RFID passthrough so thefor guides can keep tracking if a forbluetooth GSA gates and tracking aware of them visitor gets lost or they systems Theneed Tourextra Companion Device monitoring tracks the movement of visitors in the building so the guides can keep aware of them
Register the Tour Companion Onlyfor to RFID activate RFID/ Device passthrough if a forbluetooth GSA gatestracking and tracking visitor gets lost or they systems need extra monitoring Register the Tour Companion Device for RFID passthrough for GSA gates and tracking systems
Only to activate RFID/ bluetooth tracking if a visitor gets lost or they need extra monitoring Only to activate RFID/ bluetooth tracking if a visitor gets lost or they need extra monitoring
Engage First Floor Reid Building GSA Tour Guide Other Visitors Tour Companion Device Headsets of FirstVR Floor Reid Building Mackintosh Library GSA Tour Guide Other Visitors Tour Companion Device VR Headsets of Engage Mackintosh Library Follow Tour Guide wo show you a scale model of the Mackintosh Library on the first floor and invite Firstto Floor Reid Building you ‘peak’ inside the Follow Tour Guide wo GSA Tour Guide space using VR headsets show Other you a Visitors scale model of the Mackintosh Library Tour Companion Device on the first floor and invite Headsets of the you VR toEngage ‘peak’ inside Mackintosh space using VRLibrary headsets Alcove area of Reid Building first floor denoted to VisitGSA Tours & Tour Guide Engage First Reid Building toFloor explain aspects Follow Tourallow Guide wo of model visitors GSAand show you VR aof scale model Alcove area Reid Building to explore experience Other Visitors of first the Mackintosh Library floor denoted to Tour Device on theCompanion first floor and invite VisitGSA Tours & Tour Guide VR Headsets of the you to ‘peak’ inside First Floor Reid Building to explain aspects Mackintosh Library using headsets ofspace model and allow visitors GSA TourVR Guide to explore VR experience Other Visitors Tour Companion Device VR Headsets of VisitGSA Space Mackintosh Library Maintenance & Follow Tour Guide wo VR Headset Updates Alcove areaaof Reidmodel Building show you scale firstMackintosh floor denoted to of the Library VisitGSA Tours & and Tourinvite Guide on theVisitGSA first floor Space explain aspects youtoto ‘peak’ inside Maintenance & the of model and allow visitors space using headsets Follow TourVR Guide wo VR Headset Updates to explore experience show you aVR scale model of the Mackintosh Library on the first floor and invite you to ‘peak’ inside the Tour Guide Recruitment space using VR headsets & Training, installation of VR headsets space and Alcove area ofinReid Building processing 3D scans to first floor denoted to virtual reality VisitGSA Toursenvironment &Space Tour Guide VisitGSA Tour Guide Recruitment toMaintenance explain aspects & & Training, installation of of model and allow visitors VR Headset Updates VR headsets in space and to explore experience Alcove area VR of Reid Building processing 3D scans to first floor denoted to virtual reality environment VisitGSA Tours & Tour Guide to explain aspects of model and allow visitors to explore VR experience
Leave
Interact
Engage
Approach Trip Advisor website VisitScotland website
Interactive Booking Website for VisitGSA Tours Discover & GSA Experiences Visit&Experience Plan Dedicated a custom trip to Glasgow School Website Interactive Booking of VisitGSA Art Website for Tours & GSA Experiences Visit&Experience Dedicated Website Marketing and Communications Department Plan a custom trip to Glasgow School Interactive Booking Marketing of VisitGSA Art and Tours Website for &Communications GSA Experiences Department
Engage
Approach
Visit&Experience Dedicated Website
Journey Stage User Actions
Approach
Discover
Second Floor Reid Building GSA Tour Guide Other Visitors Tour Companion Device Mackintosh Furniture Second Floor Reid Building Gallery Exhibit GSA Tour Guide Other Visitors Tour Companion Device Mackintosh Furniture Gallery Exhibit
GSA Visitor Centre Ground Floor Reid Building Tour Companion Device GSA Shop GSA Visitor Centre Ground Floor Reid Building Tour Companion Device GSA Shop
GSA Visitor Centre Ground Floor Reid Building Visit&ExperienceGSA app
Interact
GSA Shop GSA Visitor Centre Ground Floor Reid Building Visit&ExperienceGSA app GSA Shop
Leave
GSA Visitor Centre Ground Floor Reid Building VisitGSA Staff Visit&ExperienceGSA app Charitable Purchase Receipt GSA Visitor Centre Ground Floor Reid Building VisitGSA Staff
Visit&ExperienceGSA app Interact Charitable Purchase Receipt
Follow Tour Guide who will lead to the second floor to see the Mackintosh Furniture Second Floor Reid Building Gallery exhibit GSATour TourGuide Guidewho Follow Other Visitors will lead to the second floor to see the Tour Companion Device Mackintosh Furniture Furniture Mackintosh GalleryExhibit exhibit Gallery
Concluding the Tour, the Tour Guide will lead you back down to the Visitor Centre Shop and deviceGSA willVisitor ask forCentre feedback Concluding the Tour, Ground Floor Reid Building the Tour Guide will lead Tourback Companion you down toDevice the GSA Shop Visitor Centre Shop and device will ask for feedback
To buy an item, approach In the Shop, you can buy the Till with your item and items from GSA students pay using cash or card or and alumni, download the using your rewards through app to be able to connect with GSA Visitor Centre your Visit&Experience app students receive updates GSAand Visitor Centre Ground Floor Reid Building To buy an item, approach In the Shop, buy Ground Flooryou Reidcan Building the Till VisitGSA with yourStaff item and items from GSA students Visit&ExperienceGSA app pay using cash or card app or and alumni, download the Visit&ExperienceGSA using your rewards through app to be GSA ableShop to connect with Charitable Purchase Receipt students and receive updatesInteract your Visit&Experience app
Custom Mackintosh Furniture Gallery Exhibit on the Second Floor Reid second floorBuilding for visitors to interact withwho using GSA Tour Follow Tour Guide Guide Custom tour companion device Visitors willOther lead to the second Mackintosh Furniture floor to see the Tour Companion Device Gallery Exhibit on the Mackintosh Furniture Mackintosh Furniture Second Floor Reid Building second floor for Gallery exhibit Gallery Exhibit visitors to interact with using GSA Tour Guide tourOther companion Visitorsdevice
Tour guide escorts visitors back down the stairs while device requests feedback on their experience Centre andGSA canVisitor connect to user Concluding the Tour, Tour guide escorts for social media sharing Ground Floor Reid Building the Tour back Guidedown will lead visitors the Tour Companion Device youwhile backdevice down to the stairs requests GSA Shop Visitor Centre Shop and feedback on their experience device will ask for feedback and can connect to user GSA Visitor Centre
By downloading the app, Within the Shop area, there the user can be enticed by is a purchase desk with offers and special discounts a member of staff ready Interact to GSA Centre while they are in GSA, take Visitor your purchase GSA Visitor Centre also offer experiences to or buy you Floor canitem, scan item Ground Reid Building To an approach In the Shop, you can buy Ground Floor Reid Building By downloading app, Within the Shop area, there extend their offering yourself with the app the Till with your item and items fromtourist GSAthe students VisitGSA Staff Visit&ExperienceGSA the user can be enticed app by is a purchase desk withor pay using cash or card and alumni, download the Visit&ExperienceGSA app offers special discounts a member of staff ready Shop using your rewards through app toand beGSA able to connect with Charitable Purchase Receipt while they are in GSA, to GSA take your purchase Visitor Centre your Visit&Experience app students and receive updates Visitor Centre alsoGSA offer experiences to or you can scan item Ground Floor Reid Building Groundtheir Floor Reid offering Building extend tourist yourself with the app VisitGSA Staff Visit&ExperienceGSA app Visit&ExperienceGSA app GSA Enterprise App payment system GSA Shop team Charitable Purchase Receipt curate the items that can show how much from GSA Students & gets donated to GSA andyou archive To and buy app an item, approach InAlumni the Shop, can buy UI for UX By downloading the app, Within the Shop area, there contact details forstudents visitors the Till with your item and items from GSA the user can be enticed by is a purchase desk with GSA Enterprise teamthe to connect/share pay using cashsystem or card or and alumni, download App payment offers and special discounts a member of staff ready using your rewards through app to curate be ablethe to items connect with that much while they are in GSA, tocan takeshow yourhow purchase from GSA Students & your Visit&Experience app students and receive updates gets donated to GSA also offer experiences to or you can scan item and archive To and buy app an item, approach In Alumni the Shop, you can buy UI for UXapp extend their tourist offering yourself with the contact details for visitors the Till with your item and items from GSA students connect/share pay using cash or card or andto alumni, download the using your rewards through app to be able to connect with App development and Redesigned paymentapp your Visit&Experience students and receive updates server for posting updates algorithms to calculate newsletters toapp, its how much of a purchase Byand downloading the Within the Shop area, there where desk in GSA theinternational user Enterprise can be audience enticed is goes a purchase with GSA teamby App payment system offers and special discounts a member of staff ready curate the items that can show how much App development and Redesigned payment while in GSA, to take your purchase from they GSA are Students & gets donated to GSA server for experiences posting updates algorithms calculate alsoAlumni offer or you canto scan item and archiveto and app UX and newsletters toapp, its how much ofUI a for purchase extend their tourist offering yourself with the app By downloading the Within the Shop area, there contact details for visitors goes wheredesk in GSA theinternational user can be audience enticed by is a purchase with to connect/share offers and special discounts a member of staff ready while they are in GSA, to take your purchase also offer experiences to or you can scan item extend their tourist offering yourself with the app
Tour Companion Device Mackintosh Furniture VisitGSA Space Gallery Exhibit Maintenance & Archive upload for AR processing Follow Tour Guide who Custom will lead to the second Mackintosh Furniture floor to see the Gallery Exhibit on VisitGSAFurniture Spacethe Mackintosh second floor for Maintenance & Archive Gallery exhibit visitors to for interact with using upload AR processing Follow Tour Guide who tour companion device will lead to the second floor to see the Mackintosh Furniture Tour Gallery Guide Recruitment exhibit & Training, and exhibition set up so visitors can virtually Custom interact withFurniture furniture Mackintosh Gallery ExhibitSpace on the VisitGSA Tour Guide Recruitment second floor Maintenance & for Archive & Training, and exhibition visitors to interact with using upload for AR processing set up so visitors can virtually tour companion Custom device interact with furniture Mackintosh Furniture Gallery Exhibit on the second floor for visitors to interact with using tour companion device
for social media Ground Floor Reidsharing Building Tour Companion Device GSATour Shop VisitGSA Guides & Visitor Centre/ Tour Companion Device Concluding Tour, Tour guidethe escorts Maintenance the Tour Guide will lead visitors back down the you while back down torequests the stairs VisitGSA device Tour Guides Visitor Centre Shop and feedback on their experience & Visitor Centre/ device ask for feedback and will can connect to user Tour Companion Device Concluding the Tour, for social media sharing Maintenance the Tour Guide will lead you back down to the Visitor Centre Shop and device willofask for feedback Method collating and analysing big data received Tourdevice guide escorts through feedback visitors down the & UI forback responses stairs while device requests VisitGSA Tour Guides feedback on their experience & Visitor Centre/ Method of collating and and connect to user Tourcan Companion Device analysing big data received forTour social media sharing guide escorts Maintenance through device feedback visitors back down & UI for responsesthe stairs while device requests feedback on their experience and can connect to user for social media sharing VisitGSA Tour Guides Method of collating & Visitor Centre/and analysing big data received Tour Companion Device through device feedback Maintenance & UI for responses VisitGSA Tour Guides & Visitor Centre/ Tour Companion Device Maintenance
GSA Enterprise team
Leave GSA Campus Transport
Transport
GSA Campus Transport
Transport
Leave Leave the GSA Campus via the Visitor Centre
Arrange transport back home
GSA Campus Leave the GSA Campus Transport via the Visitor Centre
Transport Arrange transport back home
Leave Visit&ExperienceGSA can allow you to extend your stay at GSA to explore other experiences that they could offer GSA Campus Visit&ExperienceGSA LeaveTransport the GSA Campus canvia allow you to Centre extend the Visitor your stay at GSA to explore other experiences that they could offer GSA Campus Transport Establishing a broader service offering that allows visitors to participate as if Leave GSA would Campus aVisit&ExperienceGSA GSA the student can youa to extend viaallow the Visitor Centre Establishing broader your stay atoffering GSA tothat explore service other experiences allows visitors tothat they couldas offer participate if a GSA the student Leave GSA would Campus via the Visitor Centre
Leave
‘Thank you’ message from GSA as visitor prepares to leave and offers them opportunities to return or extend their experience Transport ‘Thank you’ message at GSA Arrange transport from GSAback as visitor prepares home to leave and offers them opportunities to return or extend their experience Transport at GSA GSA process analytics from feedback and use this to continually improve service and identify ‘Thank you’ message Arrange transport opportunities for emergent from GSA asprocess visitor back home GSA service usersprepares to leave and offers them analytics from feedback opportunities to return and use this to continually or extend theirand experience improve service identify at GSA opportunities for emergent Arrange transport service users back home
Cross school/ department structures for visitors and a schedule ofVisit&ExperienceGSA activities established can allow you atobroader extend Establishing yourservice stay at offering GSA to explore Cross school/ that other experiences that department structures allows visitors to they could for visitors and a offer schedule participate as if ofVisit&ExperienceGSA established aactivities GSA student would can allow you to extend your stay at GSA to explore other experiences that they could offer
Visitor development team devouted to improving experience for visitors ‘Thankto you’ message GSA from GSA as visitor prepares GSA process to leave development and offers them Visitor analytics from feedback opportunities to return team devouted to improving and use this to continually orexperience extend their experience for visitors improve service and identify at GSA ‘Thankto you’ message GSA opportunities for emergent from GSA as visitor prepares service users to leave and offers them opportunities to return or extend their experience at GSA
App payment system that can show how much Redesigned payment gets donated to GSA algorithms to calculate and app of UIafor UX how much purchase goes where in GSA App payment system that can show how much gets donated to GSA and app UI for UX
Establishing a broader Cross school/ service offering that department structures allows visitors to for visitors and aas schedule participate if ofa activities established GSA student would
GSA process Visitor development analytics from feedback team devouted to improving and use this to continually experience visitors improve servicefor and identify to GSA opportunities for emergent
Establishing a broader service offering that allows visitors to participate as if a GSA student would
service users GSA process analytics from feedback and use this to continually improve service and identify opportunities for emergent service users
Space TourVisitGSA Guide Recruitment Maintenance & of & Training, installation HeadsetinUpdates VRVR headsets space and processing 3D scans to virtual reality environment VisitGSA Space Maintenance & VR Headset Updates
Space Tour VisitGSA Guide Recruitment Archive & Maintenance Training, and & exhibition for AR processing setupload up so visitors can virtually
Tour Guide Recruitment & Training, installation of VR headsets in space and processing 3D scans to virtual reality environment Tour Guide Recruitment & Training, installation of VR headsets in space and processing 3D scans to virtual reality environment
Tour Guide Recruitment & Training, and exhibition set up so visitors can virtually interact with furniture
Method of collating and analysing big data received through device feedback & UI for responses
App development and server for posting updates and newsletters to its international audience
Redesigned payment algorithms to calculate how much of a purchase goes where in GSA
Cross school/ department structures for visitors and a schedule of activities established
Visitor development team devouted to improving experience for visitors to GSA
Tour Guide Recruitment & Training, and exhibition set up so visitors can virtually interact with furniture
Method of collating and analysing big data received through device feedback & UI for responses
App development and server for posting updates and newsletters to its international audience
Redesigned payment algorithms to calculate how much of a purchase goes where in GSA
Cross school/ department structures for visitors and a schedule of activities established
Visitor development team devouted to improving experience for visitors to GSA
interact with furniture VisitGSA Space Maintenance & Archive upload for AR processing
curate the itemsand App development from for GSA Students & server posting updates Alumni and archive and newsletters to its contact details for visitors international audience to connect/share GSA Enterprise team curate the items from GSA Students & Alumni and archive contact details for visitors to connect/share
Co-dESIGN wORKSHOP Although we had hoped to have had a codesign workshop with relevant staff and 'gatekeepers' within GSA Enterprises before our final proposal, we unfortunately could not arrange a time to meet due to the Spring break. However, we did manage to arrange a date for a workshop that was after we had presented our final presentation. This was not ideal for the project time-line but at least allowed us to gain feedback on the real world impact and value our redesign proposal could provide to the existing VisitGSA service. As such, we were very lucky to have Jen Stewart, Communications Manager for GSA Enterprise Ltd as a gatekeeper for our Co-Design workshop. From liaising before regarding our project proposal, she had brought along other management of the VisitGSA service, including the Visitor Centre Floor Manager, Becky and the newly appointed Tour Manager, Constance. Hence, we were really excited to show our work that we had been presented to date. So we externalised our work onto walls and created co-design 'feedback' sheets to allow them to express their thoughts and opinions visually throughout our presentation of our redesign proposal.
"This is an interesting proposal from an prospective student perspective as we are a public facing touchpoint of GSA and we could be viewed as more accessible for these users" - GSA Enterprise Communications Manager, Jen
"I really like how could expand our market through offering experiences as this allows us to grow and attract new users, such as parents of prospective students too" - Visitor Centre Floor Manager, Becky
"As a newbie, it is great to see your perspective of our tours service and the expansion proposal to open up GSA to welcome more visitors to experience life as a student here, thought provoking!" - VisitGSA Tour Manager, Constance
Photos of our Co-Design Workshop that we set up for GSA Enterprise Staff
14
Some Photos of feedback during our codesign workshop
Overall, the feedback we gained was very positive and encouraging. Moreover, I was pleased that our proposal was step away from their usual target user, and as such they found this exploration interesting and thought provoking. Furthermore, I was glad that many aspects of conversation were aligned with their values, which to me indicates that we were on the right path while conceptualising our proposal. In particular, I found that through conversation that they warmed to the prospect of the Visitor Centre becoming a hub for applicants to approach in order to gain knowledge, insight and experience into life at GSA. I feel that this would be poignant when first year students are moved to the Mack in 2019, hence VisitGSA would facilitate as a starting point to their journey at Art School. Also, I believe there initial resistance to digital integration faded away through our co-design workshop. Initially, they were reluctant to embrace a custom visitor device but through our user journeys, we managed to explain the value of a dedicated tour device as opposed to an app. More so, they found the implementation of AR & VR very interesting as a possible tour extension once the Mackintosh building is up and running in 2019 to showcase the fire in the Window on Mackintosh visitor centre in conjunction with the original Mack visitor centre. As such, I believe this concept could resonate further as VisitGSA expands in the near future and seeks new ideas to maintain its status as one of the highest
15
Reflection Looking back on my Service Design Specialism hollistically, I feel like our project was a success as it did response well to the analysis and critique we assembled during the first half of the project but I believe we could have worked more cohesively as a group to deliver more detailed outcomes for our redesign proposal. As such, I feel like the outcomes are at a surface level of resolution where I had hoped for a much deeper and integrated service redesign. That being said, I do feel that we were quite ambitious with our proposal as it covered the whole spectrum of experience whereas on reflection I feel we should have specified a particular aspect or moment of the experience to design for as this would have helped us to deliver more depth to our proposal. For me working in groups at GSA has been quite a challenge and this year has been no exception. During my undergraduate programme, I often found myself struggling to be heard within groupwork but during this masters course, I had often found my voice being the leader in a group. This has been difficult to adjust to but I have enjoyed having more autonomy and acceptance of my views and opinions within teams. Furthermore, my groups grasp of English attainment was weak at times, so I feel like I was literally the voice of the group at times, which was a little embarrassing especially when it came to co-design activities and stakeholder engagement. As such, I had found managing the group to be quite complex as I didn’t fully know and acknowledge my teammates abilities and strengths. Hence I often found myself at times agreeing
to undertake the majority of the workload as I didn’t fully trust others to do so. Throughout the project however, I did manage to open up with my teammates and share responsibilities more equally as they could compensate for my weaknesses like graphic communication and illustration. As such, teamwork was hard earned but I really enjoyed working with my group and getting to know more about them and their culture. Therefore, I believe this was a positive groupwork experience and I believe the learning I have taken from working with a group like this will be beneficial for the future as Service Design becomes ever more international in reach and context. Personally I was pleased with the level of engagement we undertook with stakeholders during this project. As such, I found the co-design workshop to be very insightful to gauge how effective our proposal would be in reality and how it compares to initiatives that have already been explored. Hence, I was quite pleased that we had taken a different approach by exploring an emergent user of the service. We were given lots of feedback of how we could take this proposal further and were advised to contact other departments in GSA as there is lots of crossover with recruitment. As such, I am hopeful that our proposal is revisited as a analysis and critique of the existing VisitGSA service at least. In conclusion, I feel I have learned and been exposed to a lot during this Specialism course and I look forward to applying my experience towards my Semester 3 Thesis Project and other extra-curricular activities ahead.
'Window on Mackintosh' Visitor Centre press image (GSAE, 2014)
References GSA Enterprises Ltd, Glasgow School of Art. URL: http://www.gsa. ac.uk/about-gsa/key-information/our-structure/gsa-enterprisesltd/ [Accessed 08/04/18] VisitGSA, Glasgow School of Art. URL: http://www.gsa.ac.uk/visitgsa/ [Accessed 07/04/18] GSA Visitor Centre, Glasgow School of Art. URL: http://www.gsa.ac.uk/ visit-gsa/visitor-centre/ [Accessed 08/04/18] GSA Shop, Glasgow School of Art. URL: https://www.gsashop.co.uk/ [Accessed 11/04/18] The Glasgow School of Art. URL: http://www.gsa.ac.uk/ [Accessed 05/04/18] Trip Advisor, ‘The Glasgow School of Art’ URL:https://www.tripadvisor. co.uk/Attraction_Review-g186534-d187761-Reviews-The_Glasgow_ School_of_Art-Glasgow_Scotland.html [Accessed 09/04/18]
Bibliography Manzini, E. and Coad, R. (2015) Design, when everybody designs: An introduction to design for social innovation. Cambridge, MA: MIT Press. Miaskiewicz, T. & Kozar, K.A. (2011) Personas and user-centered design: How can personas benefit product design processes? Design Studies, 32(5), pp.417–430. Probst, B. (2016) Both/and: researcher as participant in qualitative inquiry, Qualitative Research Journal, Vol. 16 Issue: 2, pp.149-158, https://doi.org/10.1108/QRJ-06-2015-0038 Robertson, T., Simonsen, J., & User-Driven, I. T. (2013) ‘Participatory Design: an introduction’, in Robertson, T., and Simonsen J. (Eds.), Routledge International Handbook of Participatory Design, pp. 1-17. Strauss et al. (1990) Basics of Qualitative Research: Grounded Theory Procedures and Techniques. Newbury Park, CA: Sage Publications Visser, F.S. et al., 2005. Contextmapping: Experiences from practice. CoDesign , 1(2), pp.119–149