good afternoon
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Strategies for Visual Research www.givingandgetting.tumblr.com
energiser
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Develop Stage Weeks 07 / 08 www.givingandgetting.tumblr.com
adam burges
isabella fernandes obie campbell
Team
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Research problem www.givingandgetting.tumblr.com
“Choose an exisiting charity and design a means by which it can increase its fundraising and other resources. Make it easier for people to give, or make it easier to ask - or both.� RSA Student Design Awards brief
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client
tate
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message  increase donations on the day of visit
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Audience
  we are targeting pEOPLE WHO do not donate
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Context
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client: Tate
Goverment cuts
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client: Tate
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Audience: pEOPLE WHO do not donatE
ur research has confirmed that O Tate Modern and Tate Britain attract a completely diverse range of people. Tate want us to target all of their visitors and alienate none of them. We have to keep our target audience broad. This is the challenge!
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key findings
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findings from our research at tate
Value
• visit to the Tate worth £6, • ideally would donate £4.50, • prepared to donate £3
Barriers to donating
• “I have no money or spare change today” • “I didn’t even think about it” • “I’m already a member / I have already paid today”
Drivers to donating
• “I wanted to get rid of some spare change” • “Enjoyed my visit and wanted to show my appreciation” • “I wanted to support the gallery” www.givingandgetting.tumblr.com
findings from the rest of our research
People disliked being asked directly Not knowing where the money goes Being made to feel guilty People dislike certain words used
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main goals
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GOALS FOR OUR SOLUTION
Make people question how much a visit is worth Raise awareness and remind people to donate Encourage all ages who do not donate, try not to alienate anyone Think carefully about the copy/language we use
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ideas generation methods www.givingandgetting.tumblr.com
Main findings
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Design with intent cards
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Solutions for barriers
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Solutions to the barriers possible outcomes
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Six Thinking Men
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Concept Challenge
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Concept Challenge
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Sketching ideas
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Joanna’s feedback
To-Do • • • •
Devlop prototypes - get feedback think about longivity combine possible ideas change mindset with physical driver
Look at
• the fun theory • and think about the chlamydia campain
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Fun Theory / Bottle Bank Arcade
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Chlamydia Campaign
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Preparing for feedback
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methods for feedback
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Visualising Ideas
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ideas cards
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IDEA #1 WHAT IS IT? Choice Map
HOW DOES IT WORK? Choice Map attempts to persuade vistors to even make a donation of 3p. If you do donate, putting money in the machine enables access to the Tate’s Limited Edition App and Online Access. This is communicated through a ticket system
FEEDBACK COMMENTS
Acces
Our average visitor donation is 3 pence.
s
Coppers would be great! Thankyou! You have access to our limited edition app! YES!
Not got much change? How about a tip? NO!
Tate is free! Will you make a donation?
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feedback
IDEA #1 WHAT IS IT? Choice Map
HOW DOES IT WORK? Choice Map attempts to persuade vistors to even make a donation of 3p. If you do donate, putting money in the machine enables access to the Tate’s Limited Edition App and Online Access. This is communicated through a ticket system
FEEDBACK COMMENTS
• • • •
Our average visitor donation is 3 pence.
Acces s
The copy needs to be witty. It’s good for children. I woldn’t look down on the floor. I would feel guilty walking down the No path. • It’s offensive. • Lead person on a path. • It’s time cosuming.
Coppers would be great! Thankyou! You have access to our limited edition app! YES!
Not got much change? How about a tip? NO!
Tate is free! Will you make a donation?
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IDEA #2 WHAT IS IT? Petition Wall
HOW DOES IT WORK? To raise awareness of the cuts to the arts and to start a fun conversation piece within the gallery. For a fee of their choice, people will be able to record their message to the Tate about the cuts and also listen to what others have to say. When they take part they will receive information about the new mobile app and a personalised loyalty card to use in the Tate coffee shop. This card will have a picture of them taken from their video on the back.
FEEDBACK COMMENTS
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feedback
IDEA #2 WHAT IS IT? Petition Wall
HOW DOES IT WORK? To raise awareness of the cuts to the arts and to start a fun conversation piece within the gallery. For a fee of their choice, people will be able to record their message to the Tate about the cuts and also listen to what others have to say. When they take part they will receive information about the new mobile app and a personalised loyalty card to use in the Tate coffee shop. This card will have a picture of them taken from their video on the back.
FEEDBACK COMMENTS
• A private booth is needed. • Could this be more of a discussion (Chinese Whispers). • What about shy people? • I want to put my money somewhere quickly. • Online streaming. • Loyalty card.
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IDEA #3 WHAT IS IT? Mobile App
HOW DOES IT WORK? Contains news about the Tate, access to monthly, limited edition prints from artists that you can download for a fee of your choice, and feedback on how the Tate is using the money they raise from you for the better.
FEEDBACK COMMENTS
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feedback
IDEA #3 WHAT IS IT? Mobile App
HOW DOES IT WORK? Contains news about the Tate, access to monthly, limited edition prints from artists that you can download for a fee of your choice, and feedback on how the Tate is using the money they raise from you for the better.
FEEDBACK COMMENTS
• • • •
Will the artists be paid for this? What stops people from sharing? Not available to wide audience. Good for people passionate about art.
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IDEA #4 WHAT IS IT? Maze Map
HOW DOES IT WORK? This is a metaphor for showing people how a contribution can make a place grow. • The tree starts of as nothing. • As people add money it gradually starts to grow by parts of it illuminating using light.
FEEDBACK COMMENTS
Grow Tate
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feedback
IDEA #4 WHAT IS IT? Maze Map
HOW DOES IT WORK? This is a metaphor for showing people how a contribution can make a place grow. • The tree starts of as nothing. • As people add money it gradually starts to grow by parts of it illuminating using light.
FEEDBACK COMMENTS
• You can physically see your donation helping. • Tree is too obvious think of something related to art. • Value indicator. • What happens when the tree has finished growing. • Could it be more personal?
Grow Tate
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IDEA #5 WHAT IS IT?
3 Pence campaign
HOW DOES IT WORK?
• Get visitors to question the value of their visit. • Highlight that the average visitor donation is 3 pence (findings from our research). • Ask visitors to help us raise that amount. Ask for small change (coppers, etc).
HOW MUCH DO YOU THINK WE’RE WORTH?
• Desgin a box that encourages donation of small change (it may light up, have sound or a live feedback mechanism - like a counter)
?
FEEDBACK COMMENTS
OUR AVERAGE VISITOR
3P help us increase that amount
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feedback
IDEA #5 WHAT IS IT?
3 Pence campaign
HOW DOES IT WORK?
• Get visitors to question the value of their visit. • Highlight that the average visitor donation is 3 pence (findings from our research). • Ask visitors to help us raise that amount. Ask for small change (coppers, etc).
HOW MUCH DO YOU THINK WE’RE WORTH?
• Desgin a box that encourages donation of small change (it may light up, have sound or a live feedback mechanism - like a counter)
?
FEEDBACK COMMENTS
• The campaign can’t stand alone. • Can you do something with 3p? • Needs to be interactive.
OUR AVERAGE VISITOR
3P help us increase that amount
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Analysing feedback
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grading the Ideas
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Considering strongest ideas
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Strongest Ideas
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evolving ideas
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discussing developments
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Interactive Boxes
HOW WILL YOUR MONEY HELP THE TATE? www.givingandgetting.tumblr.com
Interactive Boxes
ÂŁ105432.17
light
th an ks !
thanks!
sound
camera
trapdoor
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Interactive Boxes
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assessing langauge /copy
people like
people dislike
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Variations on copy langauage Variations on copy/language
OUR AVERAGE VISITOR DONATION IS
OUR AVERAGE VISITOR DONATION IS
OUR AVERAGE VISITOR DONATION IS
help us increase that amount!
LETS INCREASE IT!
you can make a difference
OUR AVERAGE VISITOR DONATION IS
OUR AVERAGE VISITOR DONATION IS
OUR AVERAGE VISITOR DONATION IS
be part of the campaign
LETS DOUBLE IT!
PLAY YOUR PART!
3P
3P
3P 3P
3P 3P
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Development #1
HOW MUCH DO YOU THINK WE’RE WORTH?
WHAT IS IT?
HOW MUCH DO YOU THINK WE’RE WORTH?
3 Pence campaign
FEEDBACK
• Idea is strong, and will appeal to lots of people • Need to consider a physical element to reinforce the idea/campaign • Good to get people questioning the value of their visit. • Ask visitors to help us raise that amount. Ask for small change (coppers, etc).
OUR AVERAGE VISITOR DONATION IS 3P HELP US INCREASE THAT AMOUNT!
• Desgin a box that encourages donation of small change (it may light up, have sound or a live feedback mechanism - like a counter)
CHANGES
• Be more inventive with placement of the message. What can we use, how can we be inventive
OUR AVERAGE VISITOR DONATION IS
3P
LETS INCREASE IT!
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next steps
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next steps 1. Visualise and prototype top 3 ideas 2. Test prototypes preferably on Tate audience 3. Collaboarte with the Tate on our Top 3 ideas 4. Consider all feedback for final artwork / idea.
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