If you always do what you always did, you always get what you always got. -Albert Einstein
How can we design successful digital offers in complex organizations with multiple stakeholders who have different levels of comfort with innovation and risk?What if we thought less in terms of digital products and more in terms of visitor needs? How does starting from the user need rather than a chosen platform affect the things we make?
Service design places the visitor at the center of the experience and it reflects the reality of the visitor experience in our museums: digital forms only one part of a larger continuum of experience that includes both the digital and the non-digital. Designing services can also help us find new collaborative ways to work with both internal teams and external suppliers. This presentation will present insights from recent research and service design efforts at the Van Gogh Museum, the Metropolitan Museum of Art and the V&A.
The presentation will include processes and tools for capturing and understanding the entire visitor journey: recorded visits, interviews, observation, in-gallery usability testing. We’ll show how the research informs and shapes the service design process and finally, what the outcomes and results are for the visitor and for the museum.