T: @lhmann @franklygw Service Design: Designing for Visitor Needs at the Interface of the Physical and the Digital Laura Mann, Frankly, Green + Webb @lhmann @franklygw Museum Computer Network Conference November 6, 2015
PowerPoint Presentation
Service Design: Designing for Visitor Needs at the Interface of the Physical and the Digital
Laura Mann, Frankly, Green + Webb@lhmann @franklygw
Museum Computer Network ConferenceNovember 6, 2015
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Our expectation was that success would lie in picking the right idea for a series of digital productsMarthe de Vet, Van Gogh Museum
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Our expectation was that success would lie in picking the right idea for a series of digital productsSo we spent a great deal of time in creating the briefs. We were clear that we were looking for innovation and we did our best to manage the risks by being as careful and specific about what the solution would or wouldn't be Marthe de Vet, Van Gogh Museum
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Apps4K screens
Personalization
iBeacons
More tours, more options
Whats your pen?
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More Success = Innovation
= New devices= Additional media= More functionality= More choice & personalization
Assumption
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"Empathy for our visitors is the kind of radical innovation that our Board can't handle - they want iBeacons Anonymous, Head of Digital
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No correlation between usage or outcomesEvidenceMore success = Innovation
New devices Additional media New functionality More choice & personalization
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Digital products
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Digital products
services
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Digital products
A service helps someone do something
services
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What is service design?
Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers.
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ProductdesignExperiencedesignServicedesign Operations Processes People Marketing Communication Infrastructure
Software Hardware Information Help UX
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Design PrincipleBuild digital services, not websites
Our service doesnt begin and end at our website. It might start with a search engine and end at the post office.
UK Government Digital Servicehttps://www.gov.uk/design-principles
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Attract
Mobile Service Design User Journey
DecideUseDeliver ValueAttract: Who are the users and what are their needs?Decide: Do visitors understand the offer?Use: Is it easy to use? Deliver value: Does it add value?
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2601 Stops
25 Trails & Tours
The Met Audio GuideMaximum choiceMaximum flexibility
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Can visitors make an informed choice?Natalie looks for a highlights tour
I dont know whats in any of these so I dont know where to go first
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Usability is not only whats on a screen
I think that theyre just dual numbers and I dont understand why they would have that because Im sure 3806is going to give me the same audio
(enters 3806 and listens) Yeah, it was the same thing except a different voice.
Lucy
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Innovation = More Success
= Simplifying the interface= Limiting choices= Improved labeling
For the Met
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The Van Gogh Museum: A New Service
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Success wasImprove the visitor experienceImprove the take-up rate
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What do you do? Why?
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Easy to use in every context
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How can we make this moment as frictionless as possible?
Can we halve the time it takes to hand out?
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Device
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Human
Staff trained to re-assure but not instruct
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Content
Content based on what was important to the visitor
How long it takesWhat is offeredWhat they do
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Innovation = More Success
= Removing friction = Choreographing the service= Creating meaningful instructions
For the Van Gogh Museum
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Innovation = More Success
= Handout time reduced by 30%= 6% increase in take up
For the Van Gogh Museum
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e: [email protected]: @FranklyGW
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