Before VGC: user experience research as a key methodology for the development of digital interactive services within museal contexts.
authors: H.C. Huynh, B. Mellini, A. Talamo, C. Muccitelli, E. Nemilova, C. Tortolini
This presentation has been designed to accompany the talk held at
"iSay Event - Visitor Generated Content in Heritage Sites" at the University of Leicester on the the 01/02/2013.
The talk has aimed at exploring how visitors’ experience of fruition is shaped into one of the most important public museums in Rome, and summarizes the research phase of a design project developed by the authors within the context of a master degree, showing how research data come into insights for service design.
The main objective of the research has been to analyze users needs before and during the design phase in order to collect visitors’ experience and enhancing it with specific design choices for a better fruition of cultural heritage.
1. Before VGC: user experience research as a key
methodology for the development of digital
interactive services within museal contexts.
authors:
Hoang Chau Huynh, Chiara Muccitelli,
Elena Nemilova, Chiara Tortolini
Tutor
Barbara Mellini
prof.
Alessandra Talamo
research and project work held at: MasterUX @ Sapienza University of Rome
www.masterux.it
2. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY INTRO
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
3. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY INTRO
CONTEXT
MASTER UX DIRECTOR
Prof. Alessandra Talamo
authors
Hoang Chau Huynh
Chiara Muccitelli
Elena Nemilova
Chiara Tortolini
Tutor
Barbara Mellini
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
4. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY PREMISES
PREMISES
5. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY PREMISES
SERVICE DESIGN PROJECT
ON THE CASE STUDY OF MUSEI CAPITOLINI
ROME
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
6. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY PREMISES
TWO METHODOLOGIES
USER-CENTERED DESIGN
User-centered design (UCD) is a
process tailored around the user in
which the needs, wants, and limitations
of end users of a product/service are
given extensive attention at each stage
of the design process.
& SERVICE DESIGN THINKING
Service design aims to ensure that
services are useful, usable, and desirable
from the client’s point of view, and
effective, efficient and distinctive from
the supplier’s point of view.
(Birgit Mager, 2009)
(from Wikipedia)
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
7. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY PREMISES
TWO METHODOLOGIES, partially overlapping...
PARTICIPATORY, ETHNOGRAPHIC METHOD
AN ITERATIVE PROCESS
PEOPLE
USER-CENTERED DESIGN SERVICE DESIGN THINKING
AN INTER-DISCIPLINARY APPROACH
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
8. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY PREMISES
USER-CENTERD DESIGN (UCD)
n
user involvment in the design process
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
9. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY
OUR PROCESS
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
10. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY OUR PROCESS
F K
IE OR
PROJECT 1
BR W
ON EAM
T
BRIEF UX RESEARCH
PROJECT 2
F K
IE OR
BR W
ON EAM
T
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
11. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY
USER CENTERED
DESIGN
THE RESEARCH TOOLS
# fieldwork
# interviews
# shadowing
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
12. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD RESEARCH TOOLS
THE RESEARCH TOOLS/NON PARTICIPANT OBSERVATION
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
13. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD RESEARCH TOOLS
THE RESEARCH TOOLS/INTERVIEWS
needs ease
expectations satisfaction
motivations of the visiting
&
experience
PRE-VISIT POST-VISIT
INTERVIEWS INTERVIEWS
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
14. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD RESEARCH TOOLS
THE RESEARCH TOOLS/INTERVIEWS
emerging
“We just love to walk around and see local people” (couple, 20 y.o., RU) patterns and
“We are interested in Ancient Rome history” (couple, 30 y.o., RU) behaviours
“I just wonder around the museum”(visitor, 30 y.o., USA)
“It seems that the museums of Rome have not a clear historical path” (couple, 30 y.o., ESP)
“I only know there’s the Shewolf inside the museum” (couple, 30 y.o., RU)
“We read information stands to know the name of the exhibit” (3 girls, 20 y.o., GER)
“They would like to have more information about orientation inside” (2 friends, 20 y.o., USA)
“We don’t understand how to use this map to visit the museum” (3 girls, 20 y.o., USA)
“The visit path was ok, but i would like to have had some more light that would
improve the fruition of the paintings” (visitor, 83 y.o., ITA)
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
15. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD RESEARCH TOOLS
THE RESEARCH TOOLS/SHADOWING
Shadow Stalking is a tough job...think it like a Safari!
VISIT PATHS AND ORIENTATION
TURNING POINTS AND HOTSPOTS
FAVORITE EXHIBITS
TIME AND PAUSES
PAIN POINTS
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
16. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY
USER CENTERED
DESIGN
THE DESIGN TOOLS
# user ethnographic map
# personas
# mental model
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
17. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS
THE DESIGN TOOLS/THE USER ETHNOGRAPHIC MAP
The user ethnographic map (UEM) is a tool for analysing extremely heterogeneous
data which come from the ux research, and works as a bridge between the research
and the design phase.
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
18. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS
THE DESIGN TOOLS/THE USER ETHNOGRAPHIC MAP
SAY: What does the user says?
DO: What does the user do?
MEAN: What meaning s/he attributes to his surrounding?
FEEL: How does he feel?
SEE: What does s/he see around that has an impact on his actions?
HEAR: What does s/he hear from people that may orient beliefs?
NEED/WANT: What does s/he need to improve her/his experience?
STRUGGLE: What kind of problems s/he encounters?
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
19. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS
THE DESIGN TOOLS/THE MENTAL MODEL
The mental model or affinity diagram helped us to reduce all the relevant data from
the UX research in a more manageable form.
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
20. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS
THE DESIGN TOOLS/THE MENTAL MODEL
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
21. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS
THE DESIGN TOOLS/PERSONAS
A persona is a realistic character sketch -an archetype- representing an entire group
of real people. Personas summarize user research findings and are communicative
tools that bring the research to life.
22. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY
FINDINGS
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
23. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS
FINDINGS/OUR MENTAL SPACES
Decide to visit the museum Share the visit experience
Prepare the visit Have satisfying information
Get to the museum PROJECT 2 Interact with staff
Manage visit time Have information in one’s language
Have a guided visit Relax and rest
Select what to see fulfilling one’s needs/ Get excited PROJECT 1
passions PROJECT 2 Get memories PROJECT 1
Follow a path Talk about the experience afterwards
Orient oneself PROJECT 2 Deepen the knowledge afterwards
Find a service or a POI PROJECT 2
OUR mental spaces shape the architecture of our interactive service project, and
choosing some mental spaces instead of others is a key turning point for the project.
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
24. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS
I want to see
FINDINGS/OUR SIX PERSONAS it’s all so perfect!! something roman
Vengo a rivedere il
Caravaggio!!
La conoscenza ci
permette di
Poco tempo e così
apprezzare! Kate,turista emozionata
tante cose da
Marta and Iasmina
, Kate vedere!
Vorrei trasmettere le
The emotion catchers
’arte stesse sensazioni che
Linda , italiana
Allan
Allan, l’appassionato
Sophie:
The experts: focus on art The frequent traveller
Robert:
The Cicero for passion
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
25. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS
FINDINGS/MAGNIFY ROMA
For the tourist, who wants to be guided on an emotional journey, “Magnify” is a
digital lens on the world that allows you to see through layers of information to
gain contextual orientation and, unlike traditional navigation and guiding technolo-
gies, “Magnify” is not just tailored around the surroundings, but around You and the
World’s Connections.
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza
26. BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS
FINDINGS/MAGNIFY ROMA
Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza