Industry Internship at Spread Design and Innovation Pvt Ltd

“Industry Internship at Spread Design and Innovation Pvt Ltd”

An Internship report submitted to Department of Fashion Communication NIFT Bengaluru

In partial fulfillment of the degree of Bachelor’s of design in Fashion Communication

Guided By Dr. Vibhavari Kumar Professor

Submitted by Sakshi Kumari & Semester VII BD/16/2405

Bengaluru

Department of Fashion Communication National Institute of Fashion Technology Bengaluru - 560102

DECLARATION I Sakshi Kumari hereby declare that the project, titled ‘Industry Internship at Spread Design and Innovation Pvt Ltd’ is a record of original work undertaken by me for the award of the degree of B.Des in Fashion Communication. I have completed this study under the supervision of Dr. Vibhavari Kumar, Professor department of Fashion Communication.

I also declare that this project thesis has not been submitted for the award of any degree, diploma, associateship, fellowship or other title. I hereby confirm the originality of the work and that there is no plagiarism in any part of the dissertation.

Place: Bengaluru Date: …………………

Signature of the candidate Name: Sakshi Kumari Reg No:

CERTIFICATE This is to certify that the Industry Internship titled ‘Industry Internship at Spread Design and Innovation Pvt Ltd’ is a record of work done by the student, Sakshi Kumari & Registration No.____________________as a Regular student for the degree of B.Des Fashion Communication during the period of 24/05/2019 to 19/07/2019, which represents as independent work and does not form the base for any previous work.

Place: Bengaluru Date:

Under the Guidance Dr. Vibhavari Kumar

Professor Department Of Fashion Communication National Institute of Fashion Technology Bengaluru - 560102.

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(External Jury Member)

(External Jury Member)

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ACKNOWLEDGEMENT I would like to thank NIFT Bengaluru, for giving me the opportunity of doing an internship in the industry. I would also like to thank my college mentor, Dr. Vibhawari for her continuous support during the project. I would like to thank the Spread team, specially my industry mentors, Vindhya Umapathy and Mejo K who helped me grow, not only as a student but also as any other professional in the industry. They gave me the opportunity to expand and multiply my knowledge exponentially with each given project. I thank them for making me a part of their family.

Thank you.

CONTENT

CONTENT

THE BRAND: SPREAD

THE BRAND: SPREAD

About

... 01

History of Spread

... 02

Vision

... 04

Awards

... 07

The Space

... 08

•

Design Farm

•

Design Barn

Location

... 14

The design of the Barn

... 16

The purpose of creating the Barn

... 19

Target customers

... 20

Spread’s design model

... 21

Organization structure

... 22

The founders

... 24

The workflow

... 25

ClIents/Associates

... 26

•

Projects/Services

•

Clients/Revenue mix

SUMMER INTERNSHIP

SUMMERIP

My role as an intern

... 32

•

Project 1: Website for the Museum of Art and Photography ... 33

•

Project 2: The Dreamcatchers Camp

... 70

•

Project 3: The Design Open

... 86

Experience

... 100

Learnings

... 101

References

... 102

Expand Possibilities www.spread.ooo Design. From start to scale. Faster!

ABOUT SPREAD IS A DESIGN SOURCE AND A FORCE OF DISRUPTION, APPLYING THE PRINCIPLES AND DISCIPLINE OF DESIGN TO EXPAND POSSIBILITIES. Spread incubates ideas and businesses, creates new knowledge and systems.

Spread has demonstrated its belief in design by investing in a large physical center and platform to scale the stupendous impact of design, making it inclusive, driving innovation with a deep knowledge of cultures behaviours and psychologies. Where disruptive ideas are shaped, nurtured and spread.

It is a transdisciplinary business design firm. Founded by folks with over 20 years of experience in Design, Advertising, Architecture, Business and Culture; Spread works with Business, Government and Entrepreneurs, taking ideas from start to scale with skill, speed, and imagination.

01

HISTORY OF SPREAD Change, ideas, businesses are a lot like seeds. They self-propagate, morph, mutate, multiply, remain relevant to spread far and wide… Faster. guided by Design.

Spread Design And Innovation was created with the purpose of making design a way of thinking and doing virtually everything to positively enhance customer experience/ increase consumer engagement so that companies grow and scale in quicktime.

Along the way, we deploy design strategy, demonstrate the power of attraction / inclusivity of design, apply it holistically across various touch points internally and externally, physically and digitally as the single, most potent tool that creates a unique competitive advantage.

Spread is a transdisciplinary design practice, idea farm and catalyst.

SPREAD FACTS • Started in October 2015. Co-founders have over 20 years of experience in Advertising/ Design in companies like J. Walter Thompson, McCann Erickson and DDB Needham.

• Also were co-founders of one of India’s largest Design Practice, IDIOM Design and Consulting.

• Grew from zero to $2 million, clocking 75% year on year growth in three years.

• Fully integrated, strategic design practice with a collective design experience in excess of a 100 years.

• Worked across Geographies, India, Sri Lanka, The Middle East, Brazil, United Kingdom and Malaysia.

• Recently launched a 15,000 sq.ft Design Barn - a training, learning and community outreach facility for evangelising design and to co create a pipeline for the Design Practice.

• Significant domain expertise in Retail, Healthcare, Hospitality, Education, Fintech, IT/ITes, national and global Brands (cases can be furnished on request).

• Unique experience in Design for Development Projects working with National and State Governments. (Ministry of Road Transport/ Highways, Agriculture 02

Ministry, Rural Development Ministry, ITBT Ministry).

• Design partners for large scale national/ international events like Commonwealth Games, International Logistics Summit, Bangalore Forward, Bangalore IT Biz, Pravasiya Bharathiya Divas etc.

• Engaged in Design Thinking/ Training projects for companies like Honeywell, Daimler Benz, MuSigma, Hexaware, Accenture, YPO, Manipal Education and Medical Group.

• Designed Training & Education content for various Educational Institutions.

FEEL

THINK

DO

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VISION • Successfully executed Transformation & Exponential Growth strategies for a host of companies.

• Holistic Design Intervention.

• Cross disciplinary learning and proven expertise across multiple business domains.

• All design services under one roof through a unique organisation design of and a network of collaborators.

• Outcome driven design practice (Not output driven design).

• Creation/Usage of proven proprietary tools and strategy/design models, perfected over the years.

CREATE integrated experiences EMBRACE technology SHAPE perceptions DESIGN live brands TACKLE tough challenges DESIGN for the future

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SPREAD’S DESIGN METHOD DESIGN: Immerse, understand and create new opportunities, shape ideas and apply systems thinking to create fresh design strategies.

BUILD: Integrate diverse skills and build prototypes, products and experiences – physical, digital and new media.

SPREAD: Radical communication strategies, road map, campaigns to spread a powerful idea to diverse stakeholders and create a movement.

Design

Build

Spread

STUDIOS

SENSE

Design Sense + Strategy

STUDIO

DIGITAL

Immersive Experiences

REAL

Interaction + Tech Design

VISUAL

Spatial Experiences

LEARN

Brand + Communication

Design Driven Learning

SKILLS

RETAIL

ARCHITECTURE

PRINT

PUBLISHING

INTERIORS

FILM

UI/UX

AR

VR

CONTENT

PHOTOGRAPHY

EVENT

ANIMATION

FASHION

TYPOGRAPHY

2D

SOUND

ILLUSTRATION/ PAINTING

3D

PACKAGING

CHANNEL PACKAGING

HOLOGRAMS

RESEARCH

GAME DESIGN

WEB

PROGRAMMING

PRODUCTION MANAGEMENT

SECTORS RETAIL + HEALTHCARE + HOSPITALITY + EDUCATION + GOVERNMENT + SERVICE + START UPS

05

SPREAD IS ALL ABOUT BEING OPEN-MINDED, CREATIVE, BOLD & LOOKING FORWARD TO THE NEXT BIG THING Be it a new way to integrate technology into something or finding ways to make a perfect tea to delight ourselves. It’s all about the experiences one creates and delivers. Spread has what they call a trampoline culture for their employees and partners - a model which enables growth and professional development.

The trampoline model is quite simple – people working at Spread will be exposed to many projects and challenges while working –which is a great opportunity for selfdevelopment and growth. Like a trampoline the higher we go, the harder the trampoline will push us back, allowing us to reach greater heights. Spread new heights means becoming a partner with new benefits. A spirit of curiosity about everything, an interest in people and the world, joy, and openness in everything we do is the culture we nurture at Spread.sibilities.

06

STRATEGY

DIGITAL

PHYSICAL

CRAFT

AWARDS AND MEDIA

Talks to Yourstory design of Spread https://yourstory.com/tag/spreaddesign

In 2013, DREAM:IN was acknowledged and awarded as one of 6 global Game Changers by Metropolis, a reputed design magazine, based out of the USA that with readership worldwide.

Featured in the book ‘Change Ahead’, authored by Carola Verschoor.

DREAM:IN has been recognized in the book ‘Creative Intelligence’, authored by BruceNussbaum, former Asst. Managing Editor at Business Week

Spread was awarded the ‘Jury Special Mention’ by TiE and QGLUE’s Design-Led Entrepreneurship Awards.

DREAM:IN was awarded the Design Excellence award by CII.

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08

THE SPACE DESIGN FARM DESIGN LIFE AND WORK; A PROTOTYPE FOR SUSTAINABLE LIVING Applying design to seed, nurture and harvest ideas, opportunities and growth.

Spread Farm ideas in sustainability, culture and design.

Spread employees work at the SPREAD DESIGN FARM, a green campus with traditional mandala architecture, home to over a 100 trees, natural rainwater harvesting, a 15 megawatt solar power plant that has us completely off the grid and fruit and vegetables farm, supplying fresh farm food to 40 (including support staff) co-workers every day.

The Spread Design Farm is a Mini Urban Farm. The space is designed using traditional architecture principles and techniques. The studio is shaped as a Mandala to harvest positive energy.

Farm runs on solar energy. They grow most of their food and have an outdoor kitchen and space.

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THE SPACE DESIGN BARN MAKING DESIGN ACCESSIBLE Spread has recently invested in, designed and launched a 15,000 sq.ft sustainable and independent open innovation facility SPREAD DESIGN BARN, design with enterprise, government, start-ups, policy bodies, educational institutions to work together/learn together on how to leverage design as a strategic imperative for customer experience, innovation, transformation and growth.

Barn is a space for everyone designed ground up to spread design! A dream. A vision, a safe place to dream big bold dreams and shape creative ideas.

A convergence of creative minds, creative technologies, and infinite possibilities.

To open minds and markets, to be exponential. An open space to learn, create and spread. A design resource, a creative co-working space open to everyone.

Spread design is a way to feel, think and do things. The Spread Design Barn is India’s first independent design center, a training/learning/ incubation/creative co-working space.

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ACCESS TO DESIGN FOR EVERYONE Creative thinkers meet technologists and learn the skills of the future, to expand their capabilities, to shape surprising ideas. In a places where the future is being boldly created.

The Spread Design Barn is the first such open, accessible facility, and platform, designed as the nucleus for the design movement and a model and prototype. It is being set up as a Design Platform, Creative Academy, and Prototyping Resource to enable access to design for all.

The key to start-up success could well be Technology, Funds and Mentorship.

However, to create businesses, brands, experiences, interactions that are intuitive, responsive, sophisticated and most importantly resonate equally with a local user as much as with a global audience, we will add design first to the venture equation.

Creative programs, events, and entrepreneurship, to build creative capability and capacity, to bring design thinking to the toughest challenges that India faces helping solve local problems while producing world class solutions.

The Spread Design Barn is a place where people will learn as they create, and create as they learn and spread.

A dynamic environment to learn new-age skills and develop talent in a short period of time and be future-ready. To evolve and prepare for roles that don’t yet exist - or better yet, create new roles and job descriptions. Harnessing creativity, generating ideas, creating products, services, and startups.

A collective and a smart, engaged community that nurtures creativity, through knowledge sharing, mentorship, programs and events.

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LOCATION 10 Mins Away Hennur - Buzzing Youth Hub 16 Badminton Courts/ 2 Massive Sporting Facilities/ 2 Universities 5 Colleges/ 8 Schools 1 Upcoming Hardware Park

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25 Mins Away Manyata Business Park Kamanahall

40 Mins Away Kempegowda International Airport, ITPL, Whitefield, MG Road, Indiranagar

1 Hour Away Koramangala HSR Layout J P Nagar

In the heart of new emerging Bengaluru, Design Barn will operate from Bangalore’s new youth hub in an urban village that will be designed to support learning, experimentation, prototyping and interaction.

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THE DESIGN OF DESIGN BARN A big, free flowing, open and flexible space, unconstrained by the trappings of a typical office and learning environment. A space where simplicity, authenticity, and nature define the aesthetics and design language, while technology makes work and communication more intelligent, easier, and faster.

Design Barn is a Platform for Creativity, Innovation and Design. A unique place to learn new skills, shape and showcase original ideas and products. To Learn, Create, Share in an environment designed to nurture intellect and creativity.

Learning Studios Spaces equipped for Learning and Doing. For regular programs to be conducted ona rotating basis.

20 SEATER,SCREEN, AUDIO SYSTEM WITH STATE OF ART TECHNOLOGY FOR COLLABORATIVE LEARNING

Open Studios Creative Tables available on a shared basis for individuals and collaborative teams, developing ideas, projects or ventures. From an hourly basis to monthly and annual plans.

Coops/Studios on hire for entrepreneurial teams COOP 6 -10 SEATER + MEETING ROOM + CAFE

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Idea Farm The hub of the Barn and an ideation space.

Shared between the Spread team, resident Barners and the Collective.

Dot Lab A facility and resource to explore, ideate and prototype the future. It will have knowledge resources to create fresh ideas and models, spaces for open innovation and design sensing.

NEW FILM STUDIO/ DESIGN SENSE STUDIO/ EXPERIENCE STUDIO/ INTERACTION STUDIO/ PRODUCT STUDIO

Floor Platform to share, connect and broadcast.

An open space for hosting design and innovation workshops. A theatre space for performances.

80 SEATER LECTURE STYLE/ 36 SEATER WORKSHOP/ 12 TABLES/ WHITE BOARDS, EASELS/ 1 LED PROJECTOR/ SOUND SYSTEM

Café Food and creativity go together naturally.

The cafe will make light, wholesome, freshly cooked, natural and innovative food available for the members, for event hosts and their guests.

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WELCOME DESK

EXHIBITIONIST

SPREAD OFFICE

STORAGE

GROUND FLOOR

IDEA FARM VENTURE STUDIO

VENTURE STUDIO

LEARNING STUDIO 2

VENTURE STUDIO LEARNING STUDIO 1

CAFE

SPREAD OFFICE

MEZZANINE FLOOR

OPEN STUDIOS OPEN STUDIOS

OPEN STUDIOS

OPEN STUDIOS

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DESIGN SHOP

VENTURE FACTORY

ROAD

OPEN STUDIOS

THE FLOOR

THE PURPOSE OF CREATING THE BARN In this new era, creating economic and social value will be a factor of technology and business, multiplied with the exponential potential of creativity and design.

Spreads passion is to bring purpose, possibilities, profit to business by design. Creating an environment that balances intellect and creativity, optimism and practicality, curiosity and the itch to make something amazing.

A place where imagination has no limits and if the needs exists, if technology permits, the possibilities are exponential and will be realised as beautifully designed products, solutions, systems or experiences.

At Design Barn, Spread prepares design thinkers and designers to be founders of enterprise.

CREATIVITY To innovate and to tangibilize solutions as resilient ventures and great products and experiences, Spread begins to shift the paradigm towards humanistic local solutions, global success and great design.

TECHNOLOGY

BUSINESS

•

Helps scale up business

•

Unlock creativity within

•

Inculcate a design thinking mindset

PURPOSE POSSIBILITIES PROFIT

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Spread hosts monthly design immersion events for design enthusiasts and has a calendar of activities that are open to, children, professionals, entrepreneurs and even CEOs. The Spread Design Barn is consciously designed as a free-flowing, reflective and multifunctional space, with an organic and artisanal aesthetic. That is integrated with tech and new media; ideal for creative events, installations, and exhibits. With movable furniture, easels, soft boards, a stage, and most importantly- flexible set-ups, Spread hosts demos, product showcases/ launches, workshops, classes, and many more event.

TARGET CUSTOMERS Spread Design Barn is a place for children, students, youth, entrepreneurs, and leaders - to discover their creative strengths, develop creative talents, learn new age skills, acquire entrepreneurial abilities.

Curious Children

Eager Learners

Tech Wizards

Social Media Folks

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Smart Professionals

Policy Makers

Maverick CEO’s

Creative Startups

Researchers

Global Ventures

SPREAD’S DESIGN MODEL Word of mouth and referrals have been Spreads single largest source of business and most of the engagements are designed to influence this word of mouth engine.

This also works as a point of differentiation. A lean and agile set up including investment in technology resources and a diverse talent pool allows Spread to turnaround complex design projects relatively faster. Coupled with this is a model of ‘insourcing’ which allows us to make films, animation, AR VR experiences, high end visualization, walkthroughs and simulate design mush faster than most design companies.

Spreads strategic competencies, cross-disciplinary knowledge base, immersive design research and their ability to apply design thinking through their own model called Design Sense helps them transform briefs to design outcomes/customer experiences. All this is made possible through the creation and usage of set of proprietary design thinking/outcome/ethnography/culture tools that allow them to build and demonstrate multiple what if scenarios.

Design Sense REFLECTION

ANALYSIS

AUTHENTIC INTENT

CREATIVE ACTION

SYNTHESIS

EXPERIMENTATION

The Design Barn allows Spread to diffuse their innovations in design thinking, gives knowledge leadership and helps the generation of enquiries thereby creating a pipeline for new projects.

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ORGANIZATION STRUCTURE The Founders

Sonia Manchanda Founding Partner

Girish Raj Nair Founding Partner

Mohammad Javed Managing Partner

The Principal Designers

Raji Math A graphic designer, leading the learning/ training vertical

Sridhar Chakravarthy An architect, leading the experience design vertical

Ekta Manchanda A graphic designer, leading the business/ Brand design vertical

The Creative Leads

Debojyoti Roy Interaction Lead

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Sreeraj New Media Lead

Manya Education/Training Lead

A FLAT ORGANIZATION Spread is flat organization (or horizontal organization) with few levels of management between management and staff level employees. The organization supervises employees less while promoting their increased involvement in the decision-making process. According to the founders, this elevates the employees’ level of responsibility in the organization. It removes excess layers of management and improves the coordination and speed of communication between employees.

Also fewer levels of management encourages an easier decision-making process and therefore reducing time consumed in decision making process.

The idea behind flat organizations is that well-trained workers are usually more productive when they are more directly involved in the decision making process, rather than closely supervised by many layers of management. By elevating the level of responsibility of baseline employees and eliminating layers of middle management, comments and feedback reach all personnel involved in decisions more quickly.

Executives and staff members communicate directly with one another without having to go through intermediaries. This not only speeds up communication, but it also makes the communication clear and understandable because clarity suffers when more people are involved in the communication process.

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THE FOUNDERS The promoters of SPREAD, Sonia Manchanda, Mohammad Javed and Girish Raj have spent over two decades in Creative businesses in India, first in advertising and then design. While Sonia has had short stints in advertising at Contract Advertising, Mudra, Girish has worked for about 20 years in Contract Advertising & McCann Erickson while Javed has spent over a decade with McCann Erickson.

Together Sonia & Girish were co-founders of Idiom Design and Consulting, India’s first homegrown multidisciplinary design firm, where Javed was the Chief Executive Officer. They ran Idiom for about 10 years, just before they founded Spread.

The various verticals are supported by a ten member design team, compromising graphic, product, interaction and new media designers, a five member studio, and a five member design/operations management/production Team.

EXPERTISE/EXPERIENCE The team at SPREAD has had a great deal of experience in emergent domains in India like Retail, Education, Healthcare, Hospitality and in the business of brands.

The team is credited to have played a significant role in creating over 10 million sq.ft of retail for the Future Group in India. Besides they have created brand Manipal and are associated with this Education and Medical Group for the last two decades.

While the promoters of SPREAD have been closely associated with large scale Government projects like Commonwealth Games, Cochin International Airport (CIAL) and Kochi Metro, recently SPREAD has been assigned transformational projects for Ministry of Road Transport and Highways, Government of India, and the State Ministries of Agriculture, Rural Development, Urban Development, IT&BT ministries in the Government of Karnataka.

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THE WORKFLOW Since Spread is a flat organization, a team is assigned to every projects that comes in. Employees sometimes works on multiple projects at the same time.

A typical team at Spread comprises of the following: •

A Project Partner - He sets the overall strategy and scope for the project. He or she partners with…

•

An Engagement Lead - A primary point person for the client and design strategists, ensuring alignment between project objectives and the research.

•

Design Strategists - They are primarily responsible for the design and execution of the research and the sensemaking that follows. They work closely with communication designers.

•

Communication Designers - They lead the creation of visual assets to support research.

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CLIENTS/ASSOCIATES

PROJECTS/SERVICES We possibly have one of the most diverse portfolio of work for a design firm in India. From physical retail experiences, to digital retail, to interaction design for a global Tourism, Travel and Travel related App. From experiential museums to interaction design for an e-learning portal. Plus the design of 100’s of brands in FMCG, Retail, Education, Healthcare and Hospitality.

But what has recently got us a lot of recognition is the work we have been doing for National Highways to become user friendly and the project to position Organics and Millets as next generation SMART food, for the Ministry of Agriculture, Government of Karnataka.

CLIENTS/REVENUE MIX A mix of short term projects that last upto six months in the Private Sector and long term Annuities from the Government makes up Spread’s business.

In the Indian Design Sector, the Government has emerged as one of the key spenders, seeking long term social and behavioural transformation in various sectors. This coupled with Demonetisation and GST has lowered Private sector spending in Design. Hence 70% of our revenues come from the Government.

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INCLUSIVE DES PROBLEMS. EXTRE URBAN ISSUES. MEA SUSTA IN ABLE E CULTURALLY SEN CREATE VALUE. S CREATE EXPERIEN TECHNOLOGY. IMPR CONDITION. MAKE ANTICIPATE THE FU

IGN. FOR REAL EME CHALLENGES. ANINGFUL DESIGN. EN V IRONM ENTS. NSITIVE DESIGN. SHAPE BRANDS. NCES. INTEGRATE ROVE THE HUMAN E LIFE BETTER. UTURE.

SUMMER INTERNSHIP

MY ROLE AS AN INTERN I joined Spread to learn Design strategy. Since the founders of Spread have been in the design industry from last 20 years and have experienced almost all possible fields of design. Design strategy is something that is common in almost all design processes.

WHO IS A DESIGN STRATEGIST? A design strategist combines creative and analytical skills to deliver potent innovation strategies. He is a master storyteller and can engage his customers and clients through powerful narratives.

WHAT MADE ME INTERN AS DESIGN STRATEGIST? I love ambiguous problems and are able to capture a clear and concise design strategy. I thrive in making the complex simple and digestible. I have examples of wicked problem solvers around me where I have seen them arriving at successful design solutions. My father tops my list.

WORK I spent a measurable amount of time scouring the Internet to uncover the most relevant information on a particular topic or area that I was working on at Spread. I was then supposed to share the findings with the broader project team.

Coming section includes the projects that I did during the internship period at spread. Each section starts with the project brief/introduction and later moves on to the process. At the end of this section I have included links I referred for each project and my experience as well as learnings.

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PROJECT 1

WEBSITE FOR THE MUSEUM OF ART AND PHOTOGRAPHY

WEBSITE FOR THE MUSEUM OF ART & PHOTOGRAPHY PROJECT INTENT MAP’s existing website does well to showcase its collection of Art and Photography as well as provide information regarding events and lectures.

Brief: To re-design the website that can: •

Be used to display the MAP’s vast arts collection online and make information easily accessible.

•

Help Increase footfalls in the museum.

•

Showcase the space as a place which is open and light.

•

Remove the elitist tag from Art and encourage a feeling of enjoyment, engagement, participation.

•

Serve as an e-commerce extension to showcase and sell curios from the museum shop.

CLIENT: Priscilla Roxburgh, Nathanie Gaskell SPREAD TEAM PROFILES:

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•

Lead Interaction Designer - Debojyoti Roy

•

Interaction Designer - Harshika

•

Design Mentors - Sonia Manchnda, Girish Manchanda

•

Principal Designer - Ekta Manchanda

•

Content Designer - Surjo

MY ROLE AND RESPONSIBILITIES Pre Project •

Understand the brief and help in designing the project proposal

•

Set up research activities

•

Articulate the desired project outcomes

Early Project •

Help the project team frame the problems being solved

•

Choose or develop conceptual models or frameworks that direct the solution.

Design Research •

Competitors analysis

•

User research

•

Help the team synthesize the findings

•

Frame the insights of user research insights

Workshops •

Participate in internal workshops

•

Design client workshops

Ideation •

Come up with ideas

•

Make sure the final solution is in line with project briefings

•

Develop prioritization frameworks

•

Evaluate benefits

Creative Direction •

Make sure end solution meets customer needs

•

Help present final direction 35

BREAKING DOWN THE BRIEF OUR UNDERSTANDING Map has a mission of building, managing and sustaining a museum with a growing collection of art and cultural artefacts which is motivated by a belief that museums should play a positive role in society. Its current website showcases this collection and provides information regarding events and lectures.

While the physical space is being built, the website is helping in MAPs effort to serve as a digital archive of their collection of art and artefacts , providing exposure to the important cultural history of the visual arts in the country.

INTENT Going forward the website will help remove the elitist tag from Art and encourage a feeling of enjoyment, engagement, participation.

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•

Help Increase footfalls in the museum.

•

Showcase the space as a place which is open and light.

•

Serve as an e-commerce extension to showcase and sell curios from the museum shop.

•

Create a platform for community engagement even before the physical space is launched.

What we think works: •

Clean Responsive Layout.

•

Fast load times.

•

Brand Language is maintained across every page and element.

•

Minimal design allows more emphasis on the art rather than the design of the page.

•

Simple Navigation.

•

High Google Page insights score.

•

Provides additional information: Loans, lectures and activities, etc.

What we think needs improvements: •

The site can be more engaging and inviting.

•

The tone of communication can be warmer. The typography can be adjusted to make the font more readable on a smaller screen.

•

Content can be refreshed each day on the homepage so that the page does not look stale.

•

E-Commerce can be introduced along with a cross site search.

•

Events can be showcased as calendars.

•

More video content can be used

•

Accessibility for differently abled people should be added

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DESIGNING THE PROPOSAL SCOPE OF WORK PROPOSAL V 1.0 0.1 DESIGN RESEARCH SECONDARY RESEARCH •

Understand MAP as an organization, its vision and mission

•

Understand MAP’s brand and brand guidelines

•

Understand Competition or Similar Organizations

•

Study online Inspiration / Benchmarks

0.2 DESIGN IMMERSION PRIMARY RESEARCH Creative Destruction* A collaborative session with core team where we look at the current website with lens of Content / Navigation/ Newness / Clarity and Preserve, Destroy and Create. *A proprietary tool of spread

User Persona Mapping Define user personas for MAP’s website

0.3 STRATEGIC ANALYSIS AND PLANNING Gather as much information as possible about how MAP believe the new site should function. If possible, we would also like to involve representative end-users (i.e., current customers) and internal stakeholders in these discussions to learn more about how they will use the site. Involving end-users in the strategic analysis stage of the process can provide new insights, and/or validate our client’s choices and strategies.

After gathering this data Spread Team will then produce a qualitative analysis of our findings with recommendations that are expressed through the information architecture and wireframes. During this portion of the process we will work with MAP to define the requirements for specific site functionality such as blogs, collections, e-commerce, newsletters, and understand how the website can be multilingual, responsive and accessible(as per WCAG 2.1).

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The data we gather will also be used later to inform the choices made in developing the graphic design of the website, content choices, functional recommendations, and technology choices.

Deliverables / Phase 0: •

Spread Team

•

Research Document

•

User personas

•

Website Design Strategy

•

1 Day Workshop with core team

MAP Team •

Phase 0 Signoff

PHASE 1 DESIGN 1.1 USER EXPERIENCE BRIEF The​ ​experience​ ​brief​ ​is​ ​informed​ ​by​ ​Design​ ​Strategy​ ​and Creative​ ​Direction​ ​ developed​ ​in​ ​Phase​ ​0.​ ​

1.2 JOURNEY MAP Map​ ​user​ ​journey​ ​and​ ​flow​ for the website.

1.3 SITE MAP Developing​ ​intuitive​ ​and​ ​seamless​ ​structure​ ​for​ ​information, based​ ​on​ ​research​ ​and​ ​ user​ journeys​ ​created.

Information Architecture Our focus in this phase is to make content easily navigable. Along with MAP we will define the information architecture so that users can find information/collections/ assets quickly and easily.

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Wireframe In this stage we document the necessary details to make a project functionally accurate in the annotated wireframes we produce. Here the focus is on producing wireframes so we can keep our audience focused on the functional specification.

This process enables us to get feedback early on in the project by doing quick wireframes. One benefit of this wireframing process is that it helps prevent going down the wrong path and requiring expensive rework late in the process. The process also creates a detailed blueprint of how the system should behave to guide programmers.

Technical System Design The technology selection process takes into account anticipated future uses of the website to ensure that the system design is a scalable one.

Integration Requirement: •

Ticketing/Payment: Bookmyshow

•

Viewing the actual art piece (WordPress CMS)

•

Blackbaud E-tapestry

•

E-museum (TMS) by Getty for displaying collections data

1.4 GRAPHIC AND USER INTERFACE DESIGN We understand the importance of maintaining a professional and clean look and easy to use navigation. We will focus on developing a website design for MAP that uses color, font and layout to stand out, communicate effectively and ultimately lead to a memorable online experience. Develop a​​visual​​language​​that c ​ an​​be applied​​​across​mobile and web platforms.

Deliverables:

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•

Typography

•

Colour​ ​Palette

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Iconography

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Moodboard

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Design look and feel

PAGE BREAKDOWN REQUIRED PAGES Home •

Recent Developments

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Collections (Search and Sort)

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Featured Artwork/Artist

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Donate

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Membership

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Floor Plan

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Mission+Vision

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Location

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People

About

Education •

Educational Programs or Workshops

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Outreach Programs or Workshops

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Gallery of Past Programs

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Current Loans

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Past Loans

Loans

Collections •

Search + Filters

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View collection Details

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View Related Art

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View artist portfolio

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Contact Privacy Policy and Terms and Conditions Governance Careers Search and Search Results Press room •

PR + Gallery

Videos •

Live cast

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Videos hosted via Youtube or Vimeo

SUGGESTED PAGES Shop/ Merchandise* •

View Products

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Filter Products

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Purchase gateway

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Cart

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Product Description

Membership •

Plans and Pricing

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Gift a Membership

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Features and Benefits

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Plan Description

Artists

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•

Biography

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Portfolio(Search + Filter)

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Related Resources (Links)

MAP Events •

Events Calendar

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Event Listing

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Types of Events and Search

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Ticketing

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Event Details and Description

Plan your visit •

Select a date and time

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Location + Map

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Special Exhibits on display this day

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Exhibits loaned out on this day

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Plan an Itinerary for the day (what’s nearby)

SUGGESTED FUNCTIONALITIES: •

Search bar with reference to tags

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Interactive floor plans(HotSpots)

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Calendar

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Education/Learning # Art terminology from different art periods to different art styles. # Upload videos of lectures for online education

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Book guided and unguided tours for schools and educational institutes

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Artwork/Artist of the day - Feature a new piece everyday.

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Interested in donating to our organisation

These elements were later put in a table based on their priority. Each element was assigned a specific time period for completion both in terms of wirframing and designing.

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PAGE DESIGN •

Spread will create design assets (iconography, backgrounds for all the pages

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Home and sub pages with navigation system (menus, CTA, Buttons, extended form elements)

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Create development ready files for handover

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Designs will be prepared on Adobe XD, a premier and free UX tool

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Files will be presented in 1920x1080 px for desktop devices, 360x640 px for mobile devices in XD, PDF or Jpeg formats.

PROJECT ESTIMATE Timeline & Commercials

PHASE

TIMELINE

COST

8-9 Weeks

9 Lakhs

IMMERSION

• • • •

Research Document User personas Website Design Strategy 1 Day Workshop with core team

DESIGN

• • • • • •

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Typography Colour​ ​Palette Iconography Moodboard Design look and feel Development ready files

PAYMENT TERMS •

40% as Design Initiation

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40% on Design look and feel approval - Home Page + 2 Pages

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20% on Completion

KEY EXCLUSIONS •

Any Third Party costs including purchase of stock images and footage, still photo shoot, print production will be borne by the client (are billable at actuals).

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GST will be charged extra on all the invoices raised by Spread @18% or the applicable rate at the time of raising the invoice.

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Travel & Boarding Expenses by the Spread team would be charged additional at actuals. This applies only for out of station travel.

TERMS & CONDITIONS •

The proposal is valid for a period of three months (30 days) only

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The fee quoted is based on our charges for developing the intellectual property.

The rights to the IP will by default reside with Spread unless handed over to the client in writing on getting full and final consideration.

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Work will be initiated on receipt of the design initiation fee and a formal work order.

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Any changes requested by the client after approval and over and above the design scope already agreed upon and signed off on, will be done through a “Change Request Form”. The cost of changes will be additional

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In the event of projects being put on hold by the client, Spread reserves the right to be paid for all the design and intellectual properties created during the assignment. In the event of any cancellation or amendments, it will be necessary for the client to reimburse Spread for any charges or expenses to which Spread has committed and which are not reversible, and also pay Spread service fee covering these items.

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•

All the payments should be made by cheque favoring “Spread Design & Innovation Pvt Ltd”.

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The time schedules are given in good faith, subject to approvals and any delay in the completion of work within the time frame due to reasons beyond our control such as non-availability of materials, delay on the part of the client to furnish requisite information, services, delays in specified payments, delays caused by third party vendors, suppliers, fabricators, acts of God, strikes, riots, war, sabotage, change of law or any other such reason, shall not be binding on Spread

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Since the design activities include discussions and experiments involving experts and professionals of related fields, the aspects of confidentiality in the project would be restricted to the following

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Identity of the client in relation to the project.

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Confidential information disclosed by the client relating to his business and organization. The Client agrees to hold in strict confidence all confidential or proprietary information that it receives relating to Spread’s business, including, but not limited to, billing, cost or other financial information, and it will not divulge or otherwise communicate such information to a third party without Spread’s prior consent.

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In case of any disputes, arbitration may be resorted to by appointing an arbitrator each for both parties. If this fails, the court at Bangalore alone will have jurisdiction in the matter.

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This proposal is meant for MAP to use only for buying services from Spread Design & Innovation Pvt. Ltd. Any other form of use or sharing with an external party is strictly restricted.

MARKET STUDY 0.0 INTRODUCTION A site that grabs a visitor’s attention, encourages them to look around as if they were in the physical museum, inspires learning and makes you want to come back for more.

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Choice of artwork and color schemes.

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Presentations of current exhibitions that make you want to go and visit.

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Usability of the site - easy to use and easy to find information on.

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Great online learning sections, to find out information on collection and current exhibitions.

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Embracing new media and offer podcasts and widgets to download.

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Museum guides that you can download before visit.

1.0 VISITOR FOCUSED DESIGN - WHAT GOOD SITES DO? The ideas were categorised into three groups and phrased these in terms of the questions in a website visitor’s mind: What does your site need to answer?

Group 1: Practicals •

Where? — Where is the museum? How do I/we get there?

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Open? — Is it open? Will it be on the day I’m planning?

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How much? — What are the entry costs? Are there discounts?

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Coffee? — Is there a cafe? Decent facilities?

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VISIT — Most sites currently group this information in a ‘Visit’ or ‘Plan your visit’ section

Group 2: Stuff?

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Whaddya got? — What’s on display? What will I/we see?

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What can I do? — What if I/we want to do more than just look at the stuff?

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What’s On? — Are there events on currently? In the future? What kind of thing?

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EVENTS & COLLECTIONS — Most sites currently keep this information in the events, exhibitions and collections areas.

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Group 3: Feelings •

How will I feel? — Will I be comfortable? Can my kids be loud? Can I go at my own pace and sit down when I need to?

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Will my ideas change? — Is the information clear? Accessible? Do I need to read lots? What about controversial topics? Challenging art?

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STORIES & SENTIMENTS — These elements don’t belong in particular sections but have more to do with the design, feel, brand and the whole impression one gets from a site.

We ranked these as one to three because of their urgency, not their importance.

The website visitor making a plan is going to be more frustrated by having to delve into the site to find content in Group 1 than they are to find stuff from Group 2. One would hope that the feelings represented in Group 3 properly reflect the organisation itself, if not, potential visitors are likely to be massively put off.

Tips for Group 1: Practicals •

Clear on mobile

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Clear navigation (not too cool)

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Put key information on the home page

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Crosslinks to/from search and social media

Tips for Group 2: Stuff •

Clear collection/exhibition highlights

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Search feels like looking for treasures

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Good event calendar

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Gorgeous images

Tips for Group 3: Feelings

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•

Accessible language

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Human stories

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Style echoes collections/physical site

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Imagery of people and the site

1.1 NAVIGATION Of our 24 museums all but six have header bar navigation of some form. The most common links were variations on: Visit | What’s on | Collection These three links help with the questions from Group 1: Practicals and Group 2: Stuff: immediately answering these questions in one click/tap.

Of those that lack this standard header bar, some were still pretty clear. Ex: Rijks Musemum’s home page.

Some had innovated more with the grammar of navigation. Ex: The BALTIC Mill.

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There’s an interesting balance to be struck here between ensuring that the layout, interaction and design reflected the organisation’s identity and ensuring that some web conventions are followed to keep visitors inside their comfort zone.

1.2 LAYOUT & IMAGES Images are important communication tools throughout a museum: on the website homepage they are crucial. Three strong trends illuminate the key messages images are used for: •

The buildings or grounds - magnificent spaces to explore

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The collection itself - the treasures you’ll find

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Photos of visitors - how will I feel when I’m there?

There are two main trends in layout: some sites favoured grids of content blocks.

Others featured dominant hero/splash images with menus overlaid or around. Quite a few used animations or carousels on key images.

Grids and blocks: The Baseball Hall of Fame, National Portrait Gallery, MAAS

Full-width heroes: NMAAHC, Yiddish Book Center, Yorkshire Sculpture Park

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Grids of images give a sense of the diversity of experiences and content on the website and at the physical site. The best of these layouts provoked our curiosity and give a sense that we’re ‘lifting the lid on a treasure chest’.

In contrast, single splash/hero images have to work harder (you cannot get away with a mediocre photograph!) and give a strong sense of identity. Animated carousels are another way to present more images and add dynamism to the home page. These also provide the chance to show images from each of the categories: buildings, collections, visitors.

1.3 WHAT WORK DO IMAGES DO? The effect of images from each of these categories is important to consider.

Simplistically, collection images answer the ‘What have you got?’ question, but they also contribute massively to the mood of a home page (Group 3): strong colours, historic resonance, exoticism or personal connections.

Images of the building/site tease us with a sense of the space that we (hopefully) want to explore, or make a ‘pilgrimage’ to. Often the imposing or magnificent buildings — when lacking people — inspire something a little reverential, a little akin to awe. Although they may be beautiful shots it’s important to think carefully about the impression this might give to people that feel less welcome in such spaces.

Fun shots of families, school groups and trendy young couples enjoying museums can be trite if done badly, but are potentially the strongest tool available to make the organisation feel welcoming. People can easily project themselves into the museum and see the energy of the space.

1.4 MOBILE In November 2016, mobile internet traffic exceeded desktop for the first time.

Good mobile performance is now crucial to a website’s success. There are some interesting approaches from the sites we studied, with some looking strikingly different from their desktop pages while others had no changes. Clear information for visit planning on mobile home pages stood out as a very positive element.

Ex: Mobile views of Brooklyn Museum, Pallant House, The Rock and Roll Hall of Fame, The Modern, Fort Worth, The V&A and York Art Gallery

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2.1 ALL IN ONE The website of a museum can be much more than a trivial web presence covering the history and offering to view the gallery. Adding something more, it’s easier to welcome people in and make them interested. For example, it can be a blog or a page with videos (short films, interviews, etc.) from whatever events that happen at museum.

2.2 AUDIO GUIDES The value of guides can’t be overestimated. You can listen to the desired tracks just sitting in the nearby café, on the sofa or when you’re visiting a museum. It’s extremely useful when you’re walking along the exhibitions to admire works of art with audio commentary. Most often, audio guides are available as phone apps.

2.3 VIRTUAL TOURS The best and most known museum websites can boast with a good virtual tour.

Offering viewers visit selected gallery floors and enjoy exhibitions, they share great delight with people. Hundreds and even more wonderful works of art with captions and sometimes commentaries – this is the main thing visitors go for.

2.4 SOCIAL MEDIA If museum cares about more people being aware about all its events, strong social media promotion is a must have point. Twittering, posting on Facebook and Google+ will bring positive results and a number of interested visitors will increase.

2.5 INTERACTIVITY Just imagine that using an app you can create the picture in Warhol-style, or see how you might look in the dress from Oscar party. Websites offering apps with such activities will easily win visitors’ interest.

Of course, museum websites should be easy to use, contain general information about the current exhibitions and feature inviting designs, that are quite modern and easy on the eye. Art is the key point people admire such websites, and the main emphasis should be put on it. But design is a power that engages audience.

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3.0 MUSEUN TRENDS IN 2019 •

Foodies invade the museum

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Museum meetups become common

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Museums Finally Take a Stand

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Trusted Places and Safe Spaces

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Augmented Reality / Virtual Reality Goes Mainstream

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More Shared Histories

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Expect New Leadership Models

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Making Data-Driven Museum Decisions

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Everyone Museum Should Have an Instagram Moment

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Museums Embrace the Startup Mindset

4.0 WEBSITES: 21ST CENTURY TOOLS FOR MUSEUMS We distilled ways in which websites can help museums move forward into four key categories: education, development and fundraising, audience engagement, and community outreach.

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5.0 COMPETITORS ANALYSIS A list of some 50 websites of world famous museums were listed and later analysed to figure out what are the common elements in them. Some of them were responsive and others were not. Following are some websites that we sortlisted for further reference.

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American Friends of Modern Arts It has a clean design with a clean touch and very peculiar to up-to-date websites. Easy to follow structure, calendar, join ansd donate buttons, general information are on the front page. The site shows everything you need to know about this museum.

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Aspen Art Museum The splash page makes a sound introduction to the story of this museum with all its exhibitions. Large pictures from the gallery and descriptions ensures that the visitor learns about the art presented on the site.

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Haus der Musik Its simple and stylish design is the right choice for a museum website with a focus of attention put on art. Strong multimedia support makes it interesting to be visited.

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Hirshhorn Its website has horizontal scrolling option. Multicolored blocks with links to the main parts of the site facilitate the work with it. Video, gallery, blog posts - scroll forward can be found in its website.

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HR Giger Museum This website is dark, stunning and eye-catching. The site is Flash animated with effective visuals from museum gallery that welcomes the viewers in.

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Metropolitan Museum After redesign, its website has gained a new look. It pleases the eye with a calm and inviting atmosphere. Effortless navigation, sections for family & kids, media, community – this site offers everything for ones comfortable acquaintance with

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it.

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MFA Engaging videos and irresistible gallery are the strongest points of the its website.

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Museo Frida Kahlo 360 video provides visitors a captivating virtual tou. Engaging videos, opening hours, upcoming exhibitions are displayed in the home page.

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Museum of The Moving Image The logo design of this website supports the main idea of this museum. It moves.

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New Museum This easy to navigate and wisely structured website in pastel colors welcomes the viewers with comprehensive lists of current exhibitions and wonderful high resolution photos from the gallery.

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Pinchuk Art Centre, Kiev Its web house looks extremely clean and cutting-edge. The traditional presentation of information with the emphasis on its visual part (photos and videos) and user-friendly navigation makes it pleasant.

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Walker Art This site features captivating blog articles that reveal everything a visiter would want to know about artists and museum’s programming. One can also find links to a variety of world news that art community might be interested in. Walker channel, interview, good gallery are some examples.

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The Whitney Children’s section, ability to upload you own works and change the pattern of the site (the right sidebar), comment on today’s exhibitions makes it a really interactive website that is interesting to visit.

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Smithsonian Museum This website is absolutely vast and has many different sections within art and design category. One section that I was particularly nice was the “Arago” postage stamp collection, which includes a history of U.S. stamp design.

Out of the sortlisted websites, TATE’s website was the one that is worth going through once for reference. Details about the same has been mentioned in the next section.

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6.0 CASE STUDIES Following case studies were picked from cubris.com. They were later ananlysed to understand how these world famous museums have used their websites to engage audience.

About Cubris.com Cubris is owned by Eric Holter (CEO). He is also a writer of several books including.

It designs websites and strategies for museums, archives, and art galleries that promote the value of art & history.

It helps its clients gain long term organizational goals with the right digital and web strategies to not only further their missions but they also seek to find alignment between their digital strategies and the cultivation of new revenue streams so that museum resources can begin to be enhanced by their digital investments , rather than constantly drained.

5.1 NASHER MUSEUM The Challenge The Nasher Museum website had created a wide range of content and information as they promoted their collections, programs, and resources over time. They had collected many sub-domain pages as they have been using multiple WordPress sites for special exhibitions. The challenge was to unify all of the content, reorganize the site structure, integrate all of the exhibitions and provide a platform for future special exhibitions while integrating their TMS Collection Management System into WordPress.

Solution Cuberis designed a clean, typographically elegant website that keeps the focus appropriately on the Nasher’s collections and resources. They developed a flexible special exhibition toolset and enriched them with our custom components architecture. The Nasher could now build out all future exhibitions from within the main website. Using the eMuseum API, Cuberis was able to integrate collection data allowing all artwork, artifact, and artist information to be easily displayed inline with other site content. Faceted search was applied to events and programs so that searches can be filtered by date, categories, topics, and more.

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5.2 THE LEIDEN COLLECTION The Challenge With such a wealth of scholarly content and rich art imagery, The Leiden Collection needed an online resource that would provide users an engaging way to access the collection and its stories without feeling overwhelmed. Information about the artwork, artist bios, and scholarly essays would provide the threads that are needed to weave together the collection’s stories. As new research emerges and the collection continues its worldwide exhibition tour, the site would need to grow and evolve, all while keeping the relational data connected. Because each exhibition is unique, curators would need intuitive tools and automation that allow them to easily craft stories utilizing the varying content types.

Solution After analysis, Cubris architected a system that would provide the structural components needed to build out the site content. They created custom content types for the collection’s artworks, artists, exhibitions, glossary terms, and bibliography, allowing The Leiden Collection to intuitively weave content together.

Faceted search allowed users to easily hone in on artwork and topics of interest.

Leveraging high resolution imaging, deep zoom technology allowed users to engage with every detail of the artwork, while infrared and X-ray images would reveal alternate views.

5.3 SAINT LOUIS ART MUSEUM The Challenge Establishing SLAM’s collection as the central focus of the new site created challenges, both technically and design-wise. On the technical front, the new CMS would have to unify several different web properties, integrate Digital Asset Management System data from Piction, and incorporate third-party systems all while delivering one comprehensive user experience. The site’s design interface needed to be extremely streamlined and intuitive to facilitate the “skim, swim, dive” approach while also keeping the focus on the museum’s collection and their stories.

Solution Our team would create an integration syncing the museum’s collection data from the DAMS software into individual WordPress pages. This solution resulted in each piece of art within the collection to be built as a standalone page with the option to add further in-depth, rich, curated content through a custom set of WordPress components. From there, the remaining web properties were imported into one 58

WordPress installation with highly customized content types that could interweave related content and connect users to the art through the museum’s exhibitions, events, stories, and blogs. Transactions through existing third-party systems would be skinned for a seamless interaction for events, ticketing, fundraising, and store purchases.

5.4 TELFAIR MUSEUMS The Challenge As the oldest public museum of the south, Telfair Museums have always been an integral part of the stories of the art, history, and architecture of the Georgia coastal community. The site not only needed to be able to incorporate these stories, but also create a way to weave in the artwork and artifacts of the three museums. With so many different content types, the site needed a focused and unified approach to both content and design to avoid the potential disjunction of one website housing three museums with very distinct collections. Lastly, creating a plan to integrate their collection would need to coincide with an internal transition to the eMuseum platform from TMS Collection Management System.

Solution To build the correct foundation, our project kicked off with a multi-day content strategy session that would direct all subsequent phases of our site build. Our teams collaborated not only to architect the desired content types, but an ongoing strategy that would connect the museums and their stories for future content planning. The new site structure and unified design were then built out with these types in mind, guiding users to varying content of interest through relational data logic based on type, topic, collection, and museum. The museums’ collections were brought into WordPress using an API hook, which allowed custom components to feature specific works, galleries, and collections throughout the existing site content.

5.5 NORTH CAROLINA MUSEUM OF ART The Challenge The original launch of the North Carolina Museum of Art’s “ArtNC” education site was not functioning as intended. Through focus groups, analytics audits, and remote user surveys, Cubris uncovered the reality that users were not employing one of the site’s main features a dynamic “content map” tool. Cuberis was able to discover the more important needs of their educator audience—the ability to find artwork, lesson plans, and other resources that fit their teaching goals.

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Solution Cuberis built a audience appropriate educational website for the museum. This version allowed educators to search, filter and sort through the site resources using a robust faceted search system. Teachers and educators could find resources by subject, grade, and topic. Artwork details pages not only contain robust background information but also feature related works and additional resources.

7.0 BOOKS REFERRED The Art Of Marketing Art The Art Of Storytelling

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RESEARCH OUTCOMES The outcomes/insights of this research was used to propose the clients a set of ides during a Creative Destruction Workshop. We noted down our individual ideas on sticky notes and later clustered them together under multple umbrellas. The thoughts were then alalysed. Next step was to create the What If Scenarios out of the approved cases. This was then presented to the clients during the workkshop and the approved ones later were supposed to be executed.

We worked with the broader team to think about how we’ll visualize the synthesis in a way that can be easily communicated and shared with people outside of the core research team.

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We work together as a team to plan the client workshop which ranges from visualizing the research to making sure we have enough post-its packed. At the workshop, we had a critical role: we are the voice of the customer. Throughout discussions, we helped clients build empathy with end users by peppering the conversation with relevant data, examples, and ensuring that we stay true to what we heard in the field.

DESIGN AUDIT •

Clean Responsive Layout

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Fast load times

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Minimal clean design

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Simple Navigation

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High Google Page insights score

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Loans, lectures and events

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More engaging content

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Warmer tone of voice

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Legibility on smaller screen

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Dynamic content

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Richer multimedia content

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Accessibility for all

INTENT (REVAMPED) Going forward the website will: •

Create a platform for community engagement before the physical space is launched.

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Make art inclusive, remove the elitist tag and reach a larger audience

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Build anticipation for the physical space and increase footfalls in the museum.

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Serve as an e-commerce extension to showcase and sell souvenirs from the museum shop.

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BENCHMARKS

TATE - Something for everyone, everytime.

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Tate Kids, a website for children

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Tate Collectives, a website for young people

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Blogs that range from specialist areas of museum work to lighter introductory pieces for broad audiences

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Short-form magazine-style videos and long-form recordings of public programmes at Tate’s auditoriums

RIJKSMUSEUM - Museum and me.

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Rijksstudio, create a collection of your favourite artworks.

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Rijksroute, a plotted route designed just for you based on the artworks you wish to see.

Metropolitan Museum of Arts - Always On, Always Accessible •

Audio Guide with 3,000+ recordings in multiple languages

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Home page featuring the latest events, competitions and exhibitions

Smithsonian - Discover, preserve and share

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Smithsonian Research Centers and Education, a laboratory for learning and innovation in science, the arts, and the humanities

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Cultural Centers, contribute and promote greater understanding and sustainability of cultural heritage.

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Smithsonian Collections, 14 million digital record of art, heritage and the cultural world

CREATIVE DESTRUCTION SESSION

What and Why? In order to create ground for the creation of the new, it is important to consciously reflect on what we must. In the context of the website - the brand, the navigation, the colour, typeface, sitemap, content architecture, features and functionality.

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Destroy

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Preserve

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Create

Destroy Destroy first, it’s always fun. Write 3 things each that you MUST destroy. Be brutal and honest!

Preserve What is precious and fundamental and must not be lost. Write 3 things that we must hold on to. Be authentic.

Create

Be wildly imaginative. Write 3 things that must be created afresh for the website.

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WHAT IF POSSIBILITIES...

1. What if everybody could enjoy art irrespective of language, location or ability?

Accessibility •

Unobtrusive UI

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Language translation

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Alexa Voice commands

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Screen readers

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Alternative keyboards

2. What if art could be the hero?

Design •

Invisible UI

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Rich multi-media content

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High Definition Images

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Art shared through story

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Art/Artist of the day

3. What if content architecture was designed for easy discoverability?

Discoverability

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Universal search

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Precise faceted search

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Related Content

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Recommendation/Suggestions (scroll down - “you might like” section)

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Outbound and Inbound links

4. What if the website could be used to inspire deeper learning and appreciation of the arts?

Education •

Video Lectures

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Event Podcasts

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Art terminology

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Artists and their styles

5. What if patrons could use the digital museum as a resource hub?

Content creation •

Collection of artworks, artist and art styles

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Story-like descriptions of artworks

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An audio guide to museum

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Archive of lectures, articles and papers

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Podcasts, interviews and videos

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Blogs

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News and Media

6. What if the website provided curated experiences based on visitor’s behaviour and preferences?

Profile based curation •

Personal Bookmarked Collections

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Persona based content

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My Page/Feed

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Progressive profiling

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Smart CTAs

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7. What if the museum’s art could be used in engaging ways to foster a community.

Community engagement •

How artsy are you?

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Host and Attend Events

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Mini games on the site

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Follow the artist

8. What if the website could leverage technology as an immersive medium to step into the future?

Technology •

ChatBox

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Custom Art Trails

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Seating Gallery Carousel

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360° videos

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Guided virtual tour

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(video - find guided tour after 1 min 15 sec to 2 min 30 sec )

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Interactive floor plan

9. What if visitors could have their museum memories delivered home?

E-Commerce

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Purchase Souvenirs

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Pre-book Tickets

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Avail membership benefits

QUESTIONS TO ASK DURING THE WORKSHOP •

Creating content for reader/impact

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Point of attraction - uniqueness of museum?

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Are they selling merchandise online?

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Is there any team working on content-kids, adults, art enthusiasts

WAY FORWARD On the basis of clients response, Spread team will go ahead with the following: •

User research + immersion to build personas

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Create user journeys

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Study the incoming APIs

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Build the information architecture + Sitemap

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Build wireframes

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Design Screens

LEARNING EXPERIENCE The first skill of a strategic designer is to be able to analyse the user and the context, qualitative and quantitatively. This means observing the users, their behaviors and how they act within the context to understand their latent needs using an empathic approach. Sitting with the team and conducting user interviews to understand the users ensured that our strategy matches different stakeholders in the most appropriate way.

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PROJECT 2

THE DREAM CATCHERS CAMP

THE DREAMCATCHERS CAMP Brief: This opportunity for the Spread team to work with 1480 students came to us fortuitously. Dr Tristha Ramamurthy, Founder Ekya Schools wanted to do something very different with the children across multiple schools. The intention was to help them to get to know each other, be respectful and empathetic, feel a sense of belonging to one another and to the school. Their theme of the year for the schools for year 2019- 2020 is ‘Agents of Change’ and a core value is ‘Grit’.

Solution: The children needed exposure to design thinking, interdisciplinary ways of working and service learning at her schools. Connecting the dots, and pushing the envelope, Spread felt that the best approach would be to train the children to become Dreamcatchers* first before they can become agents of change tomorrow!

The daunting numbers ensured we planned meticulously.

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CMRPU (HRBR), 100 students per batch, 6 batches

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CMRPU (ITPL), 100 students per batch, 3 batches

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CMRNPS, 80 students per batch, 5 batches

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Ekya ITPL, 80 students per batch, 3 batches

Grades involved: 11/12 or PU1 and PU2 Duration: 1 (prework) + 2 hours (camp) To be covered in two weeks, across Bengaluru.

The camp became a fresh start for the young participants to apply their creativity, to discover their inner designer; to realise that they have the capacity for understanding, for reflection; for harvesting their own potential. They learnt ethnography, design thinking, prototyping and discovered and opportunity to create without being judged, making friends while working in mixed age teams - a whole new paradigm in learning.

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Goal: Students will transform their mindsets to become agents of change through dreaming big, and analyse the role of passion and perseverance in developing grit.

OBJECTIVE: (OVER THE COURSE OF THE CAMP INCLUDING PREWORK AND CAMP) Students will be able to create a momentous and aspirational dream for: a. Themselves b. Their community- family, friends, school, neighbourhood c. The world

They will dream individually and collectively in teams, articulate their dream clearly and communicate it with others and together create a collective dream through various mediums- physical paintings, music and in the digital world.

WHY IS THIS IMPORTANT? Dreams can change the course of your entire life. They can motivate, inspire and help you in achieving any goal that you want to achieve.

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SUMMER INTERNSHIP

MATERIALS PROVIDED

1 Dreamwheel per student

1 Dreamtag per student

Digital dream records to be kept by Dreamkeepers

DREAMCATCHING 60 minutes in total 30 minutes and they switch roles, repeat for 30 minutes.

Dreamcatching is a creative interview process where students choose to pair up with a person they care about and interview each other with guidance from the dream wheel. Students go through the 3 phases of the dream wheel: 1. Deeply empathising and listening to the needs or wants of their partner.

2. They capture the 3 wishes of the dreamer.

3. They capture their dream- short and sweet in 140-280 characters.

Both students will take on both roles in turns.

Dreamcatcher: (The interviewer) The dreamcatcher listens keenly to the dreamer and makes notes on the dreamwheel.

Dreamers: (The interviewee) The dreamer reflects deeply and talks to the dreamcatcher about their needs/wants, their wishes and their dream.

If the interview process is completed earlier than the allotted time, the dreamer and dreamcatcher can further explore why they have the dreams that they do and how the world can be a better place through realising their dream- they can further challenge each other to dream crazier.

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MY ROLE AND RESPONSIBILITIES Pre Project •

Understand how Spread designed the project

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Understand the objectives and articulate the desired project outcomes

Early Project •

Understand how the team framed the problems to being solved

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Help develop conceptual models that direct the solution

Design Research •

Participate in the research

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Help the team synthesize the findings

Workshops •

Design

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Facilitate

Ideation •

Come up with ideas on how to make the workshop successful

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Make sure students think bigger and out of the box

Creative Direction

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Review all final creatives - The dreamwheel, the dreamtag and the poster kit

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Help execute the workshop flow

SUMMER INTERNSHIP

CAMP SESSION PLAN Before arrival of students Student count will be noted beforehand so we can calculate the number of tables and if any table will have less or more students. We know beforehand if we have 70 -100 students.- we decide number of tables based on this.

Teachers are briefed with schedule, instructions for students and are ready to Count and get them into their teams.

All tables are marked: 1- 20 print on coloured sheets to be stuck on tables beforehand. Tables set with 5 seats (all materials will be provided just before the exercises) Students arrive (10 mins) 80-100 students arrive upstairs and as they enter, they count- 1-16/20 and they know their number- they go to the table that they are assigned to. Students sit at their table based on their number.

Welcome to the Dreamcatchers Camp! (2 mins) Hi!! Hope you’ve all had an excellent first week and are getting adjusted back to school! We’re here to shake you up a little! Welcome to the Dreamcatchers Camp!

Today we are representing Dream In: Dream IN is about capturing and nurturing dreams. We’ve been to many countries around the world to listen deeply to people’s dreams, capture them and see what happens when we make the right connections and nurture these dreams! The one thing that’s common for everyone is that : everyone has the right to dream- no matter where you’re from what your background is- be it a kid on the street, to an entrepreneur, to your teachers, to all of you- we can all dream. We can imagine limitlessly, look beyond what is and see what can be tomorrow!

What really makes us special and unique as a species is this ability to dream- on our own and collectively- our ability to believe in a shared dream is what has helped us come this far as a species. So, how might we as a society, wake up and start dreaming?

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Congratulations! You are now a dreamcatcher, don’t ever stop!

Keep seeking to listen to people’s dreams, to prod and dig out what’s deep withingoing beyond current needs and wants, wishes- find their dreams! Remember, you don’t fear people whose story you know. Real listening always brings people closer together. Trust that meaningful conversations can change your world.

Let’s look at this example how one boy reached thousands- with his dream. He made braille printing cheap and accessible for the blind!

An inclusive, impactful and imaginative dream (5 mins) Low cost Braille printer - Shubham Banerjee https://www.youtube.com/watch?v=b6wHpHAZ1tA •

How was this possible?

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What really stood out to you in this video?

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What does it take to pursue your dream?

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What would the world look like if we all pursued our dream?

Share the Dreams you captured in your ‘Dream Circle!’

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Be Positive and encouraging in your interactions.

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Confidentiality - you might share/hear something very important and personal. Please respect that and keep it to your groups.

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Be open - to any ideas

Reflection: What dream stands out to you as: •

Big, Bigger, Biggest dream.

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(Inclusion, Impact, Imagination)

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Do you see any similarities or differences in all your dreams? Share your thoughts in your teams.

Larger group share - and if anyone wants to call out their thoughts- share to the larger group - 3 teams share to the larger group. Every dream adds up to make the world a better place - its all different pieces of the same puzzle! And we hold the power to be that change and it’s totally possible.

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SUMMER INTERNSHIP

Rain exercise: (10 mins) Unified movement- what we can do as a collective. Let’s make a rainstorm.

4 types of rain: •

Drizzle – gently rub your palms together to produce a whispering sound.

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Light rain – move your hands up and down in opposite directions, with the palms brushing against each other, as if you are brushing sand off the palms.

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Heavy rain – clap your hands together.

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Hail – cup your palms and clap them against your thighs. Start off group one on making drizzle.

Rain grows from a light drizzle to a heavy rain to hail and comes back down and we can orchestrate this- to go up or down and it just dies out. Every dream adds up to make the world a better place. Puzzle pieces- endless but everyone adds up.

The power of dreaming “You are not a drop in the ocean. You are the entire ocean in a drop.” _Rumi Ocean clean up video (3+2 mins) •

How was this possible?

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What really stood out to you in this video?

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What does it take to pursue your dream? have (passion and perseverance)

Sharing thoughts out to the larger group: 3 groups share (2 mins) Make a shared dream (1 hr 15 mins) All materials are handed out to the teams.

Dream tagging - groups do it in rounds based on their team number.

Create a big, bold dream together!

In your teams, create a shared dream for any of the following. Together, find a common dream that is inclusive, impactful and imaginative.

School, Community, City, Country, World

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Brainstorm: What bothers you? What’s missing?- do this individually at first and then as a team find similarities/ a dream that you all share/ believe.

Reframe the problem: Flip it around to create your dream. What if your problem didn’t exist- what if everything was the exact opposite?

Choose a role: Musician, Inventor, Writer, Poet, Artist, Leader Leader’s role: •

Maintain time.

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Make sure all are participating and contributing in some way.

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Make sure everyone cleans up after themselves.

Create the biggest shared dream with your team (45 mins) •

Keep in mind - It will be hung up in your school, and you can share it on social media!

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Design your flag - Draw and write your dream on it.

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Come up with a hashtag - A way to spread awareness about your dream on social media. You can put this hashtag on your flag too.

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Create a song, a poem or a write up describing your dream - You will be presenting it to us all.

Presentation criteria: •

Please prepare a 1 to 2 minute pitch that includes:

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Your dream for your area of focus, the hashtag you created.

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A poem, song or write up

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Your design decisions around your flag.

Closing (2 mins)

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•

Who challenged/ pushed my thinking?

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Who/ What inspired me?

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What did I learn?

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What was new?

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What was reinforced?

SUMMER INTERNSHIP

EXECUTION In each school, we gave out one Dreamcathing Wheel and one DreamTag per student. While the tool has been tested across geographies, Spread further simplified it for independent usage by the children. Raji and Vindhya helped align all the students and teachers to the camp.

A personal Dream As prework, each child had to spend 30 minutes unpeeling needs and wants, wishes and desires to get to the dream of a future friend. The Dream was supposed to be recorded on a Dream Tag too.

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The Dreamcamp The Dreamcamp is a session where the students form a circle and share personal dreams - of others, as dreamcatchers. And reflect for a moment on which of these dreams are Big : Inclusive Bigger : Impactful Biggest : Totally imaginative.

All dreams go up on the dreamtree, the metaphorical wish tree, where instead of tying a thread and asking for a wish, you tag your dream which as a hashtag also goes out into ether space via twitter.

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SUMMER INTERNSHIP

A Shared Big Dream They then organise themselves into circles and assume roles — as artist : writer : inventor : musician : poet. Having done that, the next step is to dream a big shared dream, for the school, the city or the planet. The Spread team inspired them with examples and stories. The Big Shared Dream is also a hashtag/slogan, to be illustrated as DreamFlags that borrow heavily from eastern culture, from a meaning standpoint but have been designed to be created quickly to serve as reminders through the school year.

At the end, the ascension of the Dreamcatchers is marked with a group picture of all the Dreamcatchers with their shared DreamFlags. We get poems, songs, friendships and a fierce will to creatively change the world.

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Dreamcatching has been recognised as the best and most qualitative and quantitative method to absorb and synthesise human data, to make a nucleus of dreams from where the universe can be created afresh. New business models, products and impact ventures can be created. Even songs and movements.

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SUMMER INTERNSHIP

The Dream:in Project was designed as a practical exploration between academia and practice. The project has been adapted at Universities across India, Brazil and China. The tools and methodologies used for this workshop have been tested globally at design and innovation centres of learning and practice. Dreamcatching is fundamentally a positive probe and a way to record and analyse positive and futuristic qualitative and quantitative human data.

LEARNING EXPERIENCE Designers are problem solvers. However, there are different levels of problem solving. My role as a facilitators was really important during the process of the project. Co-creation workshops with students and helping the teams in idea generation sessions, managing multidisciplinary teams was the most important thing that I learnt during this particular project.

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PROJECT 3

THE DESIGN OPEN

THE DESIGN OPEN Background: Recently there have been murmurs about design in the business world, with frequent reports about Infosys embracing design thinking, IBM positioning itself as a big design company, various global consulting and tech firms gobbling up design companies or speedily moving towards reshaping their culture to be far more design centric.

Technology, it is finally understood, without design is like a body without a heart!

Design Open was a pop up conversation which started in 2016 to trace the development of design and design thinking in the context of emerging groundbreaking products and innovative technologies, and usher in a new wave of growth in the Startup ecosystem. The first two Design Open event explored how big and small companies are leveraging design and technology to define the next, addressing big questions like: •

How will the next generation create?

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What are the next trends in technology, design, and paradigms?

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How can we open up new possibilities by adding Design to Technology?

I was assigned the task to work with Spread’s design manager and senior designer to organise 3rd Design Open. It was supposed to happen on 6th and 7th of July. I was briefed about the event.

About: Design Open is an opportunity for Creators, Makers, Producers, Innovators to interact directly with engaged users in a Design Environment where Spread brings together Agriculture, Culture, Tech and Design. It is a platform to host workshops, masterclasses, launch and showcase brands and products at the popup marketplace.

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MY ROLE AND RESPONSIBILITIES Pre Project •

Help design the project

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Set up research activities

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Articulate the desired project outcomes

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Pitching to prospective clients.

Early Project •

Research and find Startups

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Design invitations speakers

Design Research •

Design and participate in the research

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Frame the user research insights

Ideation •

Make sure business strategy is represented in the solution

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Develop prioritization frameworks

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Evaluate benefits

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Solve user enquiries

Creative Direction •

Make sure business strategy is represented in the solution

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Review all final creative

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Help present final direction

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Generate marketing content for the company.

Execution •

Design, facilitate and participate

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FINDING SPEAKERS I was supposed to find and filter startups that are doing well in their respective areas. I found a list of funded startups in year 2018-2019 with the help of Prashanth sir; Centre coordinator, Department of Fashion Communication, NIFT Bengaluru.

We mailed some 100 startups. Some responded others didn’t.

LinkedIn proved to be the best platform. It was easy to approach entrepreneurs and in comparison to email, responses were preety quick.

The posters were then designed. QR code was added in each of them to enable people with quick registrations. Individual posters were created which speakers were supposed to spread in their circles through social media. This attracted a lot of audience for the event.

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GATHERING AUDIENCE We used the following tools to gather audience. Out of these phone calls (numbers obtained through registration link) worked out pretty well when seen in terms of which tool brough maximum footfalls during the event. Making sure that the message is published at the right time, i.e not too earlay nor too late was an important factor to take care of.

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Registration link in typoform

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Direct mails

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Design Open website

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Mailchimp

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Newspaper advertisements

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Pamphlet distribution

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Invitation videos (humorous)

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Speakers videos mentioning their presence in the event

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Instagram and facebook promotions

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OTHER TASKS TO ACCOMPLISHED BEFORE THE EVENT •

Planning the space - stalls, stage, circulation plan, etc

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Planning lunch

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Writing the script for hosting the event

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Planning how to engage audience - suggestions, selfie point, etc

THE EVENT Workshops

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THE EVENT Stalls

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THE EVENT Speaker sessions

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I got an opportunity to host the event. I must say this is one of the most excititng parts of my internship. One could plan and execute your event to perfection with the entire team’s help but hosting an event was a whole other level.

POST EVENT TASK •

Feedback collection from speakers and audience

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Press release

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Blog post

+DESIGN OPEN PRESS RELEASE DESIGN OPEN / DIG Design Open is a DIG to trace and follow the shifts in technology, design and business. Its a unique platform to connect with creative entrepreneurs, founders and influencers.

This weekend saw Design Open, a two day event held on 6th and 7th July 2019 at the Spread Design Barn which is India’s first independent design center.

Design Open saw 1000 plus people across ages and diverse backgrounds, 5 interactive workshops, 14 speakers, 4 influencers, 10 brands, a buzzing Dezi pop up market, live performances and film screenings spread over two days. New ideas were dug and trends were identified. Design Open brought design to stage zero for creators, makers, producers and innovators. Speakers session saw a series of presentations by innovative startup leaders who are putting design to great use for meaningful innovation.

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6th July Speakers SANTHOSH KUMAR, Co founder Tvasta - designs 3D Printers that work using Concrete, Metals, Polymers, and Ceramics.

SHWETA KOTHARI, Journalist & managing editor, The Logical Indian and TEDx speaker.

She started her career with the BBC in Scotland. She has previously worked as an anchor and senior correspondent with NewsX. VARSHA SURESH (blogger) An influencer, content creator, a wanderer, explorer and founder of @yuva_cray official clothing store.

SAPTARSHI PRAKASH, Design Manager, Swiggy Saptarishi presently oversees Consumer Design at Swiggy. He has delivered 50+ UX talks at various places including Amazon, Grab, Shopee, Practo, IDC IIT Bombay, IIT Guwahati, NID Bangalore etc RAMAKRISHNA VENKATESAN, Head of design, ZETA India Ramakrishna is currently heading the design team at Zeta, a fintech company and has previously worked with prominent startups like Housing.com and Zoho.

NILIN BABU, Co-Founder and Director Naturup food and beverages pvt ltd - involved in the production of 100% natural foods and beverages.

SHAMEEK CHAKRAVARTY, Founder and CEO Farmizen - enables consumers to grow their own chemical-free fresh produce and have it home-delivered.

PRIYANJANA ROY, Blogger A Blogger by passion and a Digital Innovator by Profession.

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7th July Speakers ARUN VISHWANATHAN, Founder Infusion - Fusion food cafe with Cocoa as a primary ingredient Chitra’m Craft Chocolate - Internationally awarded chocolate manufacturers JATIN G, Founder Bolt Cold Brew - India’s first bottled, ready to drink cold brewed coffee.

RAKESH RAVURI, CTO - SVP Engineering at Publicis Sapient Rakesh possesses considerable experience in designing, building and deploying cutting edge internet scale technology solutions for e-commerce and capital markets.

NANDINI SWAMINATHAN, Blogger A fashion, beauty, luxury lifestyle & travel blogger and social media professional.

VASTSALA, Co founder Trippy Wheels - aims at providing a unique travel experience with their custommade affordable caravans.

PRIYANSHI CHOUBEY, Co founder InstaCar - simplifying the process of booking rented outstation cars ARUN CHERIAN, Founder Rise Legs - makes well-designed and cost effective mobility aids for physically challenged individuals ASHRI JAISWAL, Co founder Ziniosa - India’s First Subscription Based Handbag Rental Service VIGNESH RAMASWAMY, Founder Tartl - platform for all types of creators and artists who wish to engage better with their fans through their content.

Namrata, Blogger Namrata has worked across multiple roles in Fortune 500 companies.

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The talks were followed by a stimulating interactive discussion with the audience.

The zeal was evident as participants interacted with the speakers, reflecting on their brands. The event saw Greendzine’s electric vehicles online sales launch giving people the opportunity to bid for and take away a bike that they build and bid for.

Airytails introduced kids to a whole new experience of building and flying gliders.

Kids were buzzing with curiosity as they worked hands on to create the models questioning and learning the process. The workshops by Zero Waste by Bare Necessities, Lavender Sachets by Rainy and Hues of the Earth by Shweta Pai were off to a great start when a diverse group of people gathered at the spacious design barn.

The event ended with screening Our Metropolis, a film by Gautam Sonti and Usha Rao. This event was a dig which means Spread is curating and practicing for a bigger, more intensive and more insightful five day Design Open to empower the founders with power of design on 11th, 12th, 13th, 14th and 15th September.

LEARNING ESPERIENCE I have managed the execution of the various activities involved in this project, from recruitment of users and influencers, to conducting and analysing interviews, synthesizing insights, writing press releases and generating reports. Most crucial learning that is going to stay with me lifelong is the impostance of building relationships with people you meet rather than only making connections ;)

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EXPERIENCE The internship at Spread Design and Innovation Pvt. Ltd has been an overwhelming experience. Working in a firm for 8 weeks teaches one so much more than the taskat-hand. Starting off with small research work, the progress came a long way. Even a small work that do in any kind of project holds a value. Each step gives weightage to the communication we put across to the clients.

At Spread, I was exposed to a lot of fields where I was able to exoand my knowledge. From client handling to client workshops, brainstorming, research, ideations, reviews and discussions, each step was evaluated and thought before the final execution. Apart from the theory, the hands-on interactions with clients gave an insight into how to do the right pitching and that indeed, a presentation matters. Overall, this summer internship has been full of hard work, fun, learning and expanding.

LEARNINGS All of my past experiences have helped me in one way or another. Learning each aspect of business, whether it be operations or design, everything has added to my overall strengths and has helped me become a well rounded individual.

It is very clear to me now that design strategy is not a linear approach. There are no fixed number of steps or ways in which you get the work done in this profession.

You need to be determined, passionate, courageous, open, opinionated, creative, disciplined and willing to learn continuously.

I got an opportunity to work with people who are expert at translating insight into design opportunities within constraints. The experience that I gained while working with interdisciplinary teams where harmonious collaboration is imperative has made me more confident. I am now capable to guide the design process from framing a challenge, researching and taking out insights, to conceptualising and implementation. The best part was, I got an opportunity to apply my skills to realworld human problems which was earlier limited only to artistic and academic exercises. I am now comfortable interfacing with and leading clients throughout the design process.

I am now a better communicator with greater instincts about how to synthesize and tell a captivating story, build a deep rapport, and give honest feedback. I understand the strategic value and business dynamics of an organization’s service, to caring about visual design at a pixel or message level.

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DESIGN STRATEGISTS HAVE MAINLY THREE DIFFERENT FIELDS OF ACTION: RESEARCH, PROBLEM SOLVING, INNOVATION, DECISION MAKING AND FACILITATION. AND I GOT ENOUGH OPPORTUNITIES TO PRACTICE ALL THESE DURING MY INTERNSHIP PERIOD.

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RESEARCH REFERENCES

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Mw2016 https://mw2016.museumsandtheweb.com/proposal/falk-meets-onlinemotivation-results-from-a-nationwide-survey-project/

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Mw2015 https://mw2015.museumsandtheweb.com/paper/finding-the-motivationbehind-a-click-definition-and-implementation-of-a-website-audiencesegmentation/

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https://www.google.com/G&aqs=chrome..69i57.1384j0j1&sourceid=chrome&ie =UTF-8

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What’s On - Cuberis - Museum Website Design and Development https://cuberis.com/whats-on/

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Measuring the Impact Of Museum Websites - Cuberis - Museum Website Design and Development Eric - https://cuberis.com/measuring-the-impact-of-museum-websites/

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The Marketing-driven Museum Website - Cuberis - Museum Website Design and Development Eric - https://cuberis.com/the-marketing-driven-museum-website/

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The Visual Display Of Museum Impact - Cuberis - Museum Website Design and Development Eric - https://cuberis.com/the-visual-display-of-museum-impact/

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Mw2016 https://mw2016.museumsandtheweb.com/paper/exploring-key-trends-indigital-experience-beyond-the-museum-sector/

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The Digital Presence Of Museums and the Implications For Collective Memory – Mw19: Boston https://mw19.mwconf.org/paper/the-digital-presence-of-museums-and-theimplications-for-collective-memory/

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Museums, Show Your Collection Some Love /@NRiesenberger - https://uxdesign.cc/museums-show-your-collection-somelove-part-1-74406bbc12ee

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The Future Of Museums: The Ultimate Visitor Experience https://www.bdcnetwork.com/blog/future-museums-ultimate-visitor-experience

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The Modern Museum: Trends in Cultural Institutions Jen Giambrone-Jennifer Giambrone - https://www.historyassociates.com/ resources/blog/modern-museum-trends/

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https://www.ne-mo.org/fileadmin/Dateien/public/Activities_2017-2021/ Training_Courses/2017_FR_Paris/We_Are_Museums_-_Trends_and_prospects_ for_2018-min.pdf

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Museum Trends Archives https://museumplanner.org/category/museum-trends/

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sakshi.kumari.1@nift.ac.in