three canvas for strategic design of small museums

1. Strategic Design: form place’s
heritage to value
Enrico Viceconte
13 – 09 - 2013

2. form place’s heritage to value
"what matters"
"what means"The legacy from past
generations,
maintained and
experienced in the
present
and offered to future
generations.
Strategic Design

3. • Strategic design is the application of future-
oriented design principles in order to increase an
organization’s innovative and competitive
qualities.
• Traditional definitions of design often focus on
creating discrete solutions—be it a product, a
building, or a service. Strategic design is about
applying some of the principles of traditional
design to "big picture" systemic challenges
Strategic design

4. My definition of Strategic Design
Using Design Thinking to improve:
• Strategies
• Business Models
• Processes
• Interactions
• (things)
SIMPLEXITY !

5. BUSINESS MODEL CANVAS CUSTOMER JOURNEY MAP
STRATEGIC FRAMEWORK
We are going to experience three tools:

6. The 10 challenges of strategic design
1. Design thinking
2. Business Models Design
3. Interaction and complexity
4. Value in use
5. Openness
6. Transformations
7. Difference
8. Flow
9. Relationships and brand design
10. Style

7. Design thinking
• The role of the designer is to shape forms (both physical and
conceptual i.e. product / processes / services, business models)
• driven by aesthetic, ethic and “economic performance” attractors
• Sometime the process is “authorial” (like in fashion design)
• Very often the design process is co-operative (co-design) like in
service design (involving users).
• In the process of participatory design visualization, maps,
storytelling, and creativity techniques are often used.

8. Design thinking
• A design thinker can see the optimal shape of things and systems.
• And their possible paradigmatic variations (different shapes of the
same thing in the same place and time).
• And also “the life of forms” (A concept by Henri Focillon and
George Kubler) that is their formal series along the timeline (like
styles).
• But also the user of a museum is interested in the shapes of things.
within the shifting domain of materials and techniques.
• The design thinking is different from the approach of an art historian,
or of an archivist (A designer is a morphologist)

9. Business Model Design
• A strategy is necessary to manage stakeholders different interests,
constraints and goals. And to allocate resources.
• “A business model describes the rationale of how an organization
creates, delivers, and captures value

15. Business Models Design
• The potential user of a museum is not willing to pay adequately.
Someone (public or private) is willing to pay to receive the
“positive externalities” of a museum or a library.
• But public budgets are decreasing.

16. ISOLATED
INITIATIVES

17. NETWORKED
INITIATIVES

20. INTERACTION
AREA
CUSTOMER
PROCESS/
JOURNEY 2 3 41
2 3 41
PROVIDER
PROCESS
TOUCH
POINTS
1
1
1
1
time
Value/
Experience
VALUE/EXPERIENCE
FLOWS

31. t

32. ADVOCATE
ENEMY
GOOD EXPERIENCE
BAD EXPERIENCE RELATIONSHIP TIME
TOUCH
POINTS
First
Impression

33. Difference
• Strategic framework profile (The difference of Cirque du Soleil)

34. Interaction and complexity
• A design thinker designs behaviours more than products (a
product – for exemple a tool - plus a user determines a behaviour.
• Gestures, behaviours, routines (“the presentation of self in
everyday life”, according with Goffman’s model) are shapes,
configurations, patterns incorporated in the design of product and
services.
• This is something about the meaning of things.

35. Interactions
• Mobile devices (today smartphone and tablets, tomorrow wearable
and immersive technologies) would be the polymorphic substitutes
of the classic set of travelling companions of the tourist: guides,
captions, cameras, postcards, souvenirs, books, sketchbooks,
Moleskines.

36. Interactions
• But even loyalty cards, booking and payment systems. Perhaps
also crowd-funding: imagine to send a micro-payment from your
smartphone in order to support a small museum, an event, a
collection, a project (restoration, publishing, grants, charity etc.).

37. Interactions
• This scenario announces future “product + user” configurations.
And new service scripts. The new Mobile-generation (Generation-
M) will recognize in new configurations "product-user", very
different from those of today.

38. Th exeperiences network, here and now (attractions)
senses
comfort
movement
people
discoveries
stories
love
cults
things
Synchronic - paradigmatic

39. Networked Experiences

41. Sara
time-interval
survey
Information and Language
Representation through Narrative Design

42. sara’s experience
reported hourly
May 26, 2007, 12:00 – 17:00
12:00 13:00 14:00 15:00 16:00 17:00
my initial emotions
12:18
12:24
“I saw a guy with
a really bad
haircut…”
12:44
my first report
“it’s hot & sticky…”
13:05 13:24
my second report
“really pretty city… people
on the street seems pretty
nice…”
“we stopped at
Chinatown
because I saw the
gate…”
14:04
“... we walked
upon an Italian
wedding…”
14:34
“the street signs
have been super
-super helpful!”
14:59
my third report
“I’m at Rouge… we're
having some snacks”
15:25 16:32
my last report
“I had a really lovely time
with my friends … I’m
about to do some
shopping!”
“I don’t really
know what
(statue) it is…”

43. sara’s second report
sights colors
smellssounds
place people
thingsactivity
“I’m in front of a giant
statue… in front of the
rocky steps…”
“I’m still with Becca &
Jessica.”
“We're taking pictures (of
the statue)… posing…”
“The map we’ve created
& printed before we
came…”
“The architecture of the
buildings… so
gorgeous.”
“Green! …is lush and
bountiful out here.”
“ a little like exhaust…”
“Buses, motorcycles,
cars… traffic…”

44. Corporate heritage experience

45. t

52. L’Irlanda è il paese europeo con il più alto tasso di crescita economica,
il più grande esportatore di “packaged software” e il più grande
importatore di investimenti High Thech e il luogo dove giovani laureati
geniali si sentono a proprio agio e pieni di stimoli ed energie.
Il ritorno dall’America di Hermes, del commercio, del movimento. La
ricongiunzione di Ulisse e Penelope, la riscossa del giovane Telemaco
dopo anni di impotenza.