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Building Authentic Connections with Visitors
through Design Thinking
DANA MITROFF SILVERS, DESIGNING INSIGHTS
November 4, ...
Dana
 Susan
@jolifanta
@dmitroff
Welcome!
hashtags:
#designthinking #musegames #MCN2015
#mcn?
Let’s wake up
What is design thinking?
A set of methods and mindsets for
framing problems & generating
innovative, human-centered solutions
5
All icons licensed from The Noun Project
Today isn’t design thinking “in the wild”
Image by the Stanford d.school
The process
Empathize Define
Prototype
Test
Ideate
REPEAT!
Image by the Stanford d.school
Organizations trained in design thinking
What are games?
Image cropped: Denver Post http://mashable.com/2015/02/07/monopoly-80th-
anniversary#4WJXGPEpqkqJ
Rules-based frameworks for exploration,
learning, and play
THE MAGIC CIRCLE
The Magic Circle
The Magic Circle
http://thearcadearchives.com/2015/09/27/mario-30th-anniversary-super-mario-bros-2/
Frustration
http://movietvtechgeeks.com/wp-content/uploads/2015/02/serena-williams-showing-frustration-2015.jpg
Human-centered
Bias towards action
IterativePrototype-driven
Collaborative
All icons licensed from The Noun Project
Mindse...
Problem-solving in museums
17
Image from flickr by Knight Center of Digital Excellence
https://www.flickr.com/photos/kcode/2...
Image from flickr by Knight Center of Digital Excellence
https://www.flickr.com/photos/kcode/2879429718/
WWhat
Let’s redesig...
Image by the Stanford d.school
A design thinking approach
“Design Doing”
Get a (new) partner
Not someone you already know well!
Your design challenge….

How might you make
your museum*
comfortable and welcoming
for your partner?

*or any museum of yo...
What does comfortable 
and welcoming look like?
Image by BBC News: http://news.bbc.co.uk/2/hi/technology/8602038.stm
Image by Local Projects http://localprojects.net/project/gallery-one/
Image by Xinhua/Wan Xiang http://news.xinhuanet.com/english2010/photo/2011-06/30/c_13959216_7.htm
Image by Seattle Art Museum http://www.seattleartmuseum.org/programs-and-learning/families
Image by Darren Milligan on flickr https://www.flickr.com/photos/brad-darren/15085988538/
Image: Whitney Museum http://whitney.org/Education/EducationBlog/AllGenderRestrooms
Image by Children’s Museum Pittsburgh https://pittsburghkids.org/about/museum-news
Your mission is to discover
what comfortable and
welcoming means 
for your user.
Start with empathy
Empathize: what?
Empathize: why?
Empathize: methods
immersions
observations
ethnographic interviewing
Immersion
Image by Maryanna Rogers
What? How? Why?
)
Observation
What? How? Why?
Ethnographic Interviewing
Warm up!
Image by Paula Carlson
Interview “tools”
Encourage stories

Use open-ended questions

Always ask “Why?”

Allow space for silence.

Take notes! [G...
Interview your partner
Tell me about a place where you feel
comfortable and welcome. 
o  Where is it?
o  Why do you feel t...
Follow-up and go deeper
“Why did you say…”
“Can you say more about…”
“Do you have another example of …?”
“Really? And why ...


If I had 20 days to solve a problem, 
I would take 19 to define it. 
-Albert Einstein
What problem do you chose to solve?
48
What are needs + insights?
Image by Maryanna Rogers
What does she need?
Human emotional and physical
necessities.

Verbs, not nouns 

Opportunities, not solutions


Needs are…
Something you can see from the
outside that your user cannot see.

A contradiction, a surprise, an “aha!”

Why do you thin...
Examples
Insights:

A contradiction, surprise, or aha!



Needs: 

Verbs, not nouns
Examples
Insights:

A contradiction, surprise, or aha!



Needs: 

Verbs, not nouns


To reach
To get attention
To gain kn...
Needs + insights mapping
Insights:

A contradiction, surprise, or aha!



Needs: 

Verbs, not nouns


To reach
To get atte...
Coffee break

56
Craft a Point of View
Craft a Point of View
User: partner name + descriptive details

Needs to / a way to: verb(s)
Surprisingly / Because: Insig...
Craft a Point of View
User: Sarah, a precocious 9-year-old from
Philadelphia who loves science

Needs to / a way to: show ...
Craft a Point of View
User: partner name + descriptive details

Needs to / a way to: verb(s)
Surprisingly / Because: Insig...
Let’s plan a party
o Gerben van Heijningen https://www.flickr.com/photos/breenjones/8057415401/
Brainstorming
build on ideas 
 
 
 
headline ideas

encourage wild ideas 
 
be visual

go for quantity
 
 
 
defer judgment 





 65
Crazy8s [Prizes!! Fun!!]
5 min on your own. 
1.  Prep a sheet for “Crazy8s”
2.  Look back at your POV
3.  Brainstorm solut...
2 sessions x 3 min each
Share ideas + get feedback
3 min on your own
Reflect + plan your solution
Lo-fidelity prototyping
70
Prototype examples
71
Web + mobile
72
Images by Ahree Lee
Mobile app
73
Tablet app
74
In-gallery interactive
75
76
Objects 
Image courtesy Michael Edson,
Smithsonian Institution
Wayfinding and signage
77
#mw2014proto
Programs and services
78
#mw2014proto
Product or service?
79
Human-scale and interactive
80
81
Build your solution
9 min on your own
Image by Jim Richardson, SUMO
Share prototypes
Ethnographic mindset
Observe, listen, question
Share prototypes
Testing best practices
Hand over your prototype!
Let the user touch it
Show, don’t tell!
Stop talking + l...
Share prototypes
Play test
Image by kgregson: https://www.flickr.com/photos/kgregson/3306255133/
Share prototypes
Get input + learn more

What resonated? 
What failed?
Questions? 
Ideas?
2 sessions x 3 min each
Image by...
Share prototypes
Image by the Stanford d.school
Wrapping up
Human-centered
Bias towards action
IterativePrototype-driven
Collaborative
All icons licensed from The Noun Project
The Mi...
Empowering
91
It’s empowering
Image from https://lthomason.wordpress.com/category/provision-2/
It’s empowering
focus groups
usability tests
surveys
web analytics
Where does design thinking fit in?
a/b testing
market research
formative...
Helps us connect with the
people + stories behind our data
Market research
94
Focus on demographics and averages
Image by the Stanford d.school
Design research
95
Image by the Stanford d.school
Use individual stories and
needs as inspiration 
and a starting point fo...
Design thinking resources
DesignThinkingforMuseums.net
Design thinking resources
dschool.stanford.edu/use-our-methods
Western Museums Association Talk

http://www.westmuse.org/articles/announcing-westmusings-2015
Image by the Western Museum...
Questions?
99
Debrief
100
I like…
I wish…
I wonder…
!
101
Building Authentic Connections with Visitors through Design Thinking
Building Authentic Connections with Visitors through Design Thinking
Building Authentic Connections with Visitors through Design Thinking
Building Authentic Connections with Visitors through Design Thinking
Building Authentic Connections with Visitors through Design Thinking
Building Authentic Connections with Visitors through Design Thinking
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Building Authentic Connections with Visitors through Design Thinking

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Slides from the 2015 Museum Computer Network (MCN) Annual Conference. This workshop combined tools and methods from the design thinking process with theories and strategies from game design.

Publié dans : Design

Building Authentic Connections with Visitors through Design Thinking

  1. 1. Building Authentic Connections with Visitors through Design Thinking DANA MITROFF SILVERS, DESIGNING INSIGHTS November 4, 2015 SUSAN EDWARDS, HAMMER MUSEUM
  2. 2. Dana Susan @jolifanta @dmitroff Welcome! hashtags: #designthinking #musegames #MCN2015 #mcn?
  3. 3. Let’s wake up
  4. 4. What is design thinking?
  5. 5. A set of methods and mindsets for framing problems & generating innovative, human-centered solutions 5
  6. 6. All icons licensed from The Noun Project Today isn’t design thinking “in the wild”
  7. 7. Image by the Stanford d.school The process
  8. 8. Empathize Define Prototype Test Ideate REPEAT! Image by the Stanford d.school
  9. 9. Organizations trained in design thinking
  10. 10. What are games? Image cropped: Denver Post http://mashable.com/2015/02/07/monopoly-80th- anniversary#4WJXGPEpqkqJ
  11. 11. Rules-based frameworks for exploration, learning, and play
  12. 12. THE MAGIC CIRCLE
  13. 13. The Magic Circle
  14. 14. The Magic Circle http://thearcadearchives.com/2015/09/27/mario-30th-anniversary-super-mario-bros-2/
  15. 15. Frustration http://movietvtechgeeks.com/wp-content/uploads/2015/02/serena-williams-showing-frustration-2015.jpg
  16. 16. Human-centered Bias towards action IterativePrototype-driven Collaborative All icons licensed from The Noun Project Mindsets 16
  17. 17. Problem-solving in museums 17 Image from flickr by Knight Center of Digital Excellence https://www.flickr.com/photos/kcode/2879429718/
  18. 18. Image from flickr by Knight Center of Digital Excellence https://www.flickr.com/photos/kcode/2879429718/ WWhat Let’s redesign the sharing feature. No, users want a new favorites tool. Hey, how about an app?
  19. 19. Image by the Stanford d.school A design thinking approach
  20. 20. “Design Doing”
  21. 21. Get a (new) partner Not someone you already know well!
  22. 22. Your design challenge…. How might you make your museum* comfortable and welcoming for your partner? *or any museum of your choice if you don’t currently work in a museum!
  23. 23. What does comfortable and welcoming look like?
  24. 24. Image by BBC News: http://news.bbc.co.uk/2/hi/technology/8602038.stm
  25. 25. Image by Local Projects http://localprojects.net/project/gallery-one/
  26. 26. Image by Xinhua/Wan Xiang http://news.xinhuanet.com/english2010/photo/2011-06/30/c_13959216_7.htm
  27. 27. Image by Seattle Art Museum http://www.seattleartmuseum.org/programs-and-learning/families
  28. 28. Image by Darren Milligan on flickr https://www.flickr.com/photos/brad-darren/15085988538/
  29. 29. Image: Whitney Museum http://whitney.org/Education/EducationBlog/AllGenderRestrooms
  30. 30. Image by Children’s Museum Pittsburgh https://pittsburghkids.org/about/museum-news
  31. 31. Your mission is to discover what comfortable and welcoming means for your user.
  32. 32. Start with empathy
  33. 33. Empathize: what?
  34. 34. Empathize: why?
  35. 35. Empathize: methods immersions observations ethnographic interviewing
  36. 36. Immersion Image by Maryanna Rogers
  37. 37. What? How? Why? ) Observation
  38. 38. What? How? Why? Ethnographic Interviewing
  39. 39. Warm up! Image by Paula Carlson
  40. 40. Interview “tools” Encourage stories Use open-ended questions Always ask “Why?” Allow space for silence. Take notes! [Get some blank paper + a Sharpie]
  41. 41. Interview your partner Tell me about a place where you feel comfortable and welcome. o  Where is it? o  Why do you feel that way there? Tell me a story about a recent experience in which you felt uncomfortable and unwelcome somewhere. 2 sessions x 3 min each
  42. 42. Follow-up and go deeper “Why did you say…” “Can you say more about…” “Do you have another example of …?” “Really? And why was that?” “Why? Why? Why?” 2 sessions x 3 min each
  43. 43. 
 If I had 20 days to solve a problem, I would take 19 to define it. -Albert Einstein
  44. 44. What problem do you chose to solve?
  45. 45. 48
  46. 46. What are needs + insights? Image by Maryanna Rogers
  47. 47. What does she need?
  48. 48. Human emotional and physical necessities. Verbs, not nouns Opportunities, not solutions Needs are…
  49. 49. Something you can see from the outside that your user cannot see. A contradiction, a surprise, an “aha!” Why do you think your user has this need? What’s really going on here? Insights are…
  50. 50. Examples Insights: A contradiction, surprise, or aha! Needs: Verbs, not nouns
  51. 51. Examples Insights: A contradiction, surprise, or aha! Needs: Verbs, not nouns To reach To get attention To gain knowledge To learn To feel like an adult She wants to feel smarter than her brother—he’s been getting all the attention these days!
  52. 52. Needs + insights mapping Insights: A contradiction, surprise, or aha! Needs: Verbs, not nouns To reach To get attention To gain knowledge To learn To feel like an adult She wants to feel smarter than her brother—he’s been getting all the attention these days! 4 min on your own
  53. 53. Coffee break 56
  54. 54. Craft a Point of View
  55. 55. Craft a Point of View User: partner name + descriptive details Needs to / a way to: verb(s) Surprisingly / Because: Insight(s)
  56. 56. Craft a Point of View User: Sarah, a precocious 9-year-old from Philadelphia who loves science Needs to / a way to: show off her knowledge from her first year at her new science magnet school Surprisingly / Because: her older brother has been getting all the attention these days since he got accepted to an Ivy League college
  57. 57. Craft a Point of View User: partner name + descriptive details Needs to / a way to: verb(s) Surprisingly / Because: Insight(s) 4 min on your own
  58. 58. Let’s plan a party
  59. 59. o Gerben van Heijningen https://www.flickr.com/photos/breenjones/8057415401/
  60. 60. Brainstorming
  61. 61. build on ideas headline ideas encourage wild ideas be visual go for quantity defer judgment 65
  62. 62. Crazy8s [Prizes!! Fun!!] 5 min on your own. 1.  Prep a sheet for “Crazy8s” 2.  Look back at your POV 3.  Brainstorm solutions to meet your user’s needs 4.  Try to get more than 8!
  63. 63. 2 sessions x 3 min each Share ideas + get feedback
  64. 64. 3 min on your own Reflect + plan your solution
  65. 65. Lo-fidelity prototyping 70
  66. 66. Prototype examples 71
  67. 67. Web + mobile 72 Images by Ahree Lee
  68. 68. Mobile app 73
  69. 69. Tablet app 74
  70. 70. In-gallery interactive 75
  71. 71. 76
  72. 72. Objects Image courtesy Michael Edson, Smithsonian Institution Wayfinding and signage 77
  73. 73. #mw2014proto Programs and services 78
  74. 74. #mw2014proto Product or service? 79
  75. 75. Human-scale and interactive 80
  76. 76. 81
  77. 77. Build your solution 9 min on your own Image by Jim Richardson, SUMO
  78. 78. Share prototypes Ethnographic mindset Observe, listen, question
  79. 79. Share prototypes Testing best practices Hand over your prototype! Let the user touch it Show, don’t tell! Stop talking + listen
  80. 80. Share prototypes Play test Image by kgregson: https://www.flickr.com/photos/kgregson/3306255133/
  81. 81. Share prototypes Get input + learn more What resonated? What failed? Questions? Ideas? 2 sessions x 3 min each Image by Jim Richardson, SUMO
  82. 82. Share prototypes
  83. 83. Image by the Stanford d.school Wrapping up
  84. 84. Human-centered Bias towards action IterativePrototype-driven Collaborative All icons licensed from The Noun Project The Mindsets 90
  85. 85. Empowering 91 It’s empowering Image from https://lthomason.wordpress.com/category/provision-2/ It’s empowering
  86. 86. focus groups usability tests surveys web analytics Where does design thinking fit in? a/b testing market research formative evaluation summative evaluation
  87. 87. Helps us connect with the people + stories behind our data
  88. 88. Market research 94 Focus on demographics and averages Image by the Stanford d.school
  89. 89. Design research 95 Image by the Stanford d.school Use individual stories and needs as inspiration and a starting point for innovative solutions
  90. 90. Design thinking resources DesignThinkingforMuseums.net
  91. 91. Design thinking resources dschool.stanford.edu/use-our-methods
  92. 92. Western Museums Association Talk http://www.westmuse.org/articles/announcing-westmusings-2015 Image by the Western Museums Association
  93. 93. Questions? 99
  94. 94. Debrief 100 I like… I wish… I wonder…
  95. 95. ! 101

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