Service Design Drinks Milan #16 - Service Design for Culture
The service design has broadened more and more, this time we are going to discover an uncommon application: Service design for the cultural field.
The concept of culture is so wide that seems difficult to know where to start, therefore we invited two service designers that experienced through research (even a Ph.D.), trends and cases studies how service design and its methodologies supported museums and memorial centers experience to become "more than a visit".
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Intro Jüniör x Service Design Drinks
2011 @rojoartspace 2012 national research projects 2013-14 EU research projects
2015 @A.XMI 2015 @MACBA 2017 @PhD
(2011-2017)
reimaginingarchives.org
PhD in Design for Cultural Heritage
7. 718 Ottobre 2018
Intro Jüniör x Service Design Drinks
“To have a meaning it must
be relevant, to be relevant
it must include me.
Nancy Proctor
Director @ThePeale & @MuseWeb Foundation;
Co-chair MW Conferences.
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Intro Jüniör x Service Design Drinks
Q:
What role “Design” can play in
innovating and optimising the
way cultural institutions work?
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Intro Jüniör x Service Design Drinks
“The good museum is neither
a survival-driven institution
nor a process-driven one.
The good museum is a
purpose-driven institution.
Stephen Weil
Author of “Making Museums Matter”
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Intro Jüniör x Service Design Drinks
A:
in defining the mission of a
cultural institution?
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Intro Jüniör x Service Design Drinks
“In a volatile world, change
is constant but unpredictable,
requiring the ability to pivot
quickly. Agility, therefore,
becomes more important
than ever before.
Kaywin Feldman
Director and President of Minneapolis Institute of Arts.
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Intro Jüniör x Service Design Drinks
A:
in the improvement the
organisational processes?
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Intro Jüniör x Service Design Drinks
“I genuinely believe that we
can think differently through
the use of digital economics to
send the dark clouds than hang
over museums away.
Chris Michaels
Director of Digital, Communications and Technology of National Gallery
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Intro Jüniör x Service Design Drinks
A:
in revising the business models
of cultural institutions?
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Intro Jüniör x Service Design Drinks
A:
(…)
Not that easy.
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Facts about Cultural Institutions Jüniör x Service Design Drinks
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Some facts about
Cultural Institutions:
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Facts about Cultural Institutions Jüniör x Service Design Drinks
— Cultural Institutions are
entities in service of production
and dissemination of knowledge
for the public.
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Facts about Cultural Institutions Jüniör x Service Design Drinks
— Cultural Institutions comes in
many sizes, types and resources
and they have multitude of
approaches in the way they
work.
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Facts about Cultural Institutions Jüniör x Service Design Drinks
— Cultural Institutions, similarly
to other public services, are
paper-based organisations with
traditional structures.
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Facts about Cultural Institutions Jüniör x Service Design Drinks
Early Stage Transitional Stage 21st Century Institutions
ProgressTime
Paper-based
institutions
Digital as
online presence
Digital for service
improvement
Digital transformation New Institutions
Our vision on *Mapping the Museum Digital Skills Ecosystem Report, University of Leicester, 2018
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Facts about Cultural Institutions Jüniör x Service Design Drinks
Paper-based
institutions
Digital as
online presence
Digital for service
improvement
Digital transformation New Institutions
Early Stage Transitional Stage 21st Century Institutions
ProgressTime
Our vision on *Mapping the Museum Digital Skills Ecosystem Report, University of Leicester, 2018
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What has been changing? Museums in 2018++ Jüniör x Service Design Drinks
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What has been changing?
Museums in 2018+
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What has been changing? Museums in 2018++ Jüniör x Service Design Drinks
3 Main Themes
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What has been changing? Museums in 2018++ Jüniör x Service Design Drinks
Museums will spend more time on
understanding their users deeply,
even when defining activities,
analysing big data and adopting
technologies.
ONE
From Collections to Audience-Centric Thinking
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What has been changing? Museums in 2018++ Jüniör x Service Design Drinks
Museums will more and more start
experimenting on their brand, how
they communicate, how they take
actions and start in-house projects.
TWO
Museums Going Out of the Box
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What has been changing? Museums in 2018++ Jüniör x Service Design Drinks
Museums started to run many
services and experiences, which will
make them consider dynamic
business models.
THREE
The New Museum Business
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+
“Innovative services and initiatives”
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STUDIO i
Platform for Inclusive Culture
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+ Networking
STUDIO i
Platform for Inclusive Culture
+ Capacity Building
=Confidence.
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++“More than a visit” Jüniör x Service Design Drinks
NEMO
Initiative “Political Internships in Museums”
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++“More than a visit” Jüniör x Service Design Drinks
c+ Visibility
NEMO
Initiative “Political Internships in Museums”
+ Bridging Gaps
=Conversations.
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++“More than a visit” Jüniör x Service Design Drinks
MUSEOMIX
Public Reinventing Museums
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c+ Engagement
MUSEOMIX
Public Reinventing Museums
+ Idea Generation
=Creativity.
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‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
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‘Design’ for Cultural Heritage:
Non-linear conversational approach
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‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
Bringing empathy to audiences while
developing a deeper understanding
of the cultural institution.
Design Research
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‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
Focusing and giving a strategical
guidance on ‘activation of cultural
heritage’ for public.
Heritage Strategy
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‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
Advocating service-system mindset
into institutional activities as well as
organisational structure and resources.
Service System Mindset
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‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
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‘Design’ for Cultural Heritage:
Invisible need of ‘Design’
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‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
CI:
“Design”? I need a new website,
I want to use beacons, what
about a chatbot, I want an app…
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‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
A:
Workshops+Design Actions
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‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
HERITAGE STRATEGY & DIRECTION SORTING
@ ESAV, Beyond Online Collections@YSLMUSEUMS, Future of Museum Professionals
ACTIVITY AND OPPORTUNITY MAPPING
AUDIENCES NOW AND TOMORROW
@Querini Stampalia
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Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
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Case: Archivio Gabriele Basilico
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Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
AGB:
We need a website!
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Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
Q:
How to make his knowledge
accessible to all?
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Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
Kick-off
Workshop
Findings
WKS+Materials
Understanding the context, content and users & Mapping opportunities
Expert
Interviews
Benchmark+
Opportunities
Explore - Research Phase
Project Plan
First Directions +
Content Map
Sprint 1
Discussion and organisation of content, Definition of activation strategies
Sprint 2 Sprint 3
Envision - Ideation Phase
Direction
Definition + IA
Stream
Visual + Digital
Design, Implementation and Material Freeze
Stream
Implementation
Material
Freeze
Evolve - Implementation and Improvement Phase
Launch
46. First Directions +
Content Map
Kick-off
Workshop
18 Ottobre 2018 46
Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
Understanding the context, content and users & Mapping opportunities
Explore - Research Phase
Project Plan
Sprint 1
Discussion and organisation of content, Definition of activation strategies
Sprint 2 Sprint 3
Envision - Ideation Phase
Direction
Definition + IA
Stream
Visual + Digital
Design, Implementation and Material Freeze
Stream
Implementation
Material
Freeze
Evolve - Implementation and Improvement Phase
Launch
Findings
WKS+Materials
Expert
Interviews
Benchmark+
Opportunities
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Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
Findings Kick-off WKS
48. “10 years from now, we
imagine a continuity of
his work through
international exhibitions
and publishing.”
“Cultural
institutions and
galleries call us to
organise
exhibitions but
also to validate
artworks.
“We would like to
have new stimuli
to continue in
valorising and
disseminating his
work for all.
“To fully
understand his
work, it’s important
to talk about his
process and
choices in
photography.”
On the future of the studio towards an archive:
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Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
Findings Kick-off WKS
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Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
Expert Interviews
Reconstructing
information
Selection of themes
and activation strategy
Roberta Valtorta
Historian and critic
of Italian
Photography
Alberto Saibene
Cultural Historian,
Co-founder of
Humboldt books
Natalia Corbetta
Art Director and
Communication
Designer
Giovanna Calvenzi
Photoeditor,
Head of AGB.
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Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
Benchmark
Photographers Museum/Exhibition Websites & Art Auction Services
VS
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What about others? Jüniör x Service Design Drinks
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What about others?
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What about others? Jüniör x Service Design Drinks
Great Job!
Museum and The Web Conference
US
Fabrique
NL
Dana Mitroff Silvers
US
Cogapp
UK
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What next? Jüniör x Service Design Drinks
Let’s make “Design”
a way of living for
the cultural sector.