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25 Settembre 2018
Jüniör x Service Design Drinks
18 Ottobre 2018
Design for Culture Matters.
2
About me.
18 Ottobre 2018
Intro Jüniör x Service Design Drinks
2
18 Ottobre 2018 3
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
©David Shrigley, Süddeutsche Zeitung Magazine.
418 Ottobre 2018
Intro Jüniör x Service Design Drinks
18 Ottobre 2018 5
Intro Jüniör x Service Design Drinks
Q:
How “Design” can help in
improving people’s engagements
with cultural institutions?
A:
Audience-centric approach.
618 Ottobre 2018
Intro Jüniör x Service Design Drinks
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.
18 Ottobre 2018 8
Intro Jüniör x Service Design Drinks
Q:
What role “Design” can play in
innovating and optimising the
way cultural institutions work?
918 Ottobre 2018
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”
18 Ottobre 2018 10
Intro Jüniör x Service Design Drinks
A:
in defining the mission of a
cultural institution?
1118 Ottobre 2018
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.
18 Ottobre 2018 12
Intro Jüniör x Service Design Drinks
A:
in the improvement the
organisational processes?
1318 Ottobre 2018
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
18 Ottobre 2018 14
Intro Jüniör x Service Design Drinks
A:
in revising the business models
of cultural institutions?
18 Ottobre 2018 15
Intro Jüniör x Service Design Drinks
A:
(…)
Not that easy.
18 Ottobre 2018
Facts about Cultural Institutions Jüniör x Service Design Drinks
1616
Some facts about
Cultural Institutions:
18 Ottobre 2018 17
Facts about Cultural Institutions Jüniör x Service Design Drinks
— Cultural Institutions are
entities in service of production
and dissemination of knowledge
for the public.
18 Ottobre 2018 18
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.
18 Ottobre 2018 19
Facts about Cultural Institutions Jüniör x Service Design Drinks
— Cultural Institutions, similarly
to other public services, are
paper-based organisations with
traditional structures.
18 Ottobre 2018 20
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
18 Ottobre 2018 21
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
18 Ottobre 2018
What has been changing? Museums in 2018++ Jüniör x Service Design Drinks
2222
What has been changing?
Museums in 2018+
18 Ottobre 2018 23
What has been changing? Museums in 2018++ Jüniör x Service Design Drinks
3 Main Themes
18 Ottobre 2018 24
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
18 Ottobre 2018 25
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
18 Ottobre 2018 26
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
18 Ottobre 2018
++“More than a visit” Jüniör x Service Design Drinks
2727
+
“Innovative services and initiatives”
18 Ottobre 2018 28
++“More than a visit” Jüniör x Service Design Drinks
STUDIO i
Platform for Inclusive Culture
18 Ottobre 2018 29
++“More than a visit” Jüniör x Service Design Drinks
+ Networking
STUDIO i
Platform for Inclusive Culture
+ Capacity Building
=Confidence.
18 Ottobre 2018 30
++“More than a visit” Jüniör x Service Design Drinks
NEMO
Initiative “Political Internships in Museums”
18 Ottobre 2018 31
++“More than a visit” Jüniör x Service Design Drinks
c+ Visibility
NEMO
Initiative “Political Internships in Museums”
+ Bridging Gaps
=Conversations.
18 Ottobre 2018 32
++“More than a visit” Jüniör x Service Design Drinks
MUSEOMIX
Public Reinventing Museums
18 Ottobre 2018 33
++“More than a visit” Jüniör x Service Design Drinks
c+ Engagement
MUSEOMIX
Public Reinventing Museums
+ Idea Generation
=Creativity.
18 Ottobre 2018
‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
3434
‘Design’ for Cultural Heritage:
Non-linear conversational approach
18 Ottobre 2018 35
‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
Bringing empathy to audiences while
developing a deeper understanding
of the cultural institution.
Design Research
18 Ottobre 2018 36
‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
Focusing and giving a strategical
guidance on ‘activation of cultural
heritage’ for public.
Heritage Strategy
18 Ottobre 2018 37
‘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
18 Ottobre 2018
‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
3838
‘Design’ for Cultural Heritage:
Invisible need of ‘Design’
18 Ottobre 2018 39
‘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…
18 Ottobre 2018 40
‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks
A:
Workshops+Design Actions
18 Ottobre 2018 41
‘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
18 Ottobre 2018
Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
4242
Case: Archivio Gabriele Basilico
18 Ottobre 2018 43
Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
AGB:
We need a website!
18 Ottobre 2018 44
Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
Q:
How to make his knowledge
accessible to all?
18 Ottobre 2018 45
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
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
18 Ottobre 2018 47
Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
Findings Kick-off WKS
“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:
4818 Ottobre 2018
Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
Findings Kick-off WKS
18 Ottobre 2018 49
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.
18 Ottobre 2018 50
Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks
Benchmark
Photographers Museum/Exhibition Websites & Art Auction Services
VS
18 Ottobre 2018
What about others? Jüniör x Service Design Drinks
5151
What about others?
18 Ottobre 2018 52
What about others? Jüniör x Service Design Drinks
Great Job!
Museum and The Web Conference
US
Fabrique
NL
Dana Mitroff Silvers
US
Cogapp
UK
18 Ottobre 2018 53
What next? Jüniör x Service Design Drinks
Let’s make “Design”
a way of living for
the cultural sector.
25 Settembre 2018
Thanks!
hello@thisisjunior.com
Instagram: @thisisjunior.mi
Find me also on
medium: @eceozdil
twitter: @ece_ozdil

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Service Design Drinks Milan #16 - Service Design for Culture - Ece Ozdil

  • 1. 25 Settembre 2018 Jüniör x Service Design Drinks 18 Ottobre 2018 Design for Culture Matters.
  • 2. 2 About me. 18 Ottobre 2018 Intro Jüniör x Service Design Drinks 2
  • 3. 18 Ottobre 2018 3 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
  • 4. ©David Shrigley, Süddeutsche Zeitung Magazine. 418 Ottobre 2018 Intro Jüniör x Service Design Drinks
  • 5. 18 Ottobre 2018 5 Intro Jüniör x Service Design Drinks Q: How “Design” can help in improving people’s engagements with cultural institutions?
  • 6. A: Audience-centric approach. 618 Ottobre 2018 Intro Jüniör x Service Design Drinks
  • 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.
  • 8. 18 Ottobre 2018 8 Intro Jüniör x Service Design Drinks Q: What role “Design” can play in innovating and optimising the way cultural institutions work?
  • 9. 918 Ottobre 2018 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”
  • 10. 18 Ottobre 2018 10 Intro Jüniör x Service Design Drinks A: in defining the mission of a cultural institution?
  • 11. 1118 Ottobre 2018 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.
  • 12. 18 Ottobre 2018 12 Intro Jüniör x Service Design Drinks A: in the improvement the organisational processes?
  • 13. 1318 Ottobre 2018 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
  • 14. 18 Ottobre 2018 14 Intro Jüniör x Service Design Drinks A: in revising the business models of cultural institutions?
  • 15. 18 Ottobre 2018 15 Intro Jüniör x Service Design Drinks A: (…) Not that easy.
  • 16. 18 Ottobre 2018 Facts about Cultural Institutions Jüniör x Service Design Drinks 1616 Some facts about Cultural Institutions:
  • 17. 18 Ottobre 2018 17 Facts about Cultural Institutions Jüniör x Service Design Drinks — Cultural Institutions are entities in service of production and dissemination of knowledge for the public.
  • 18. 18 Ottobre 2018 18 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.
  • 19. 18 Ottobre 2018 19 Facts about Cultural Institutions Jüniör x Service Design Drinks — Cultural Institutions, similarly to other public services, are paper-based organisations with traditional structures.
  • 20. 18 Ottobre 2018 20 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
  • 21. 18 Ottobre 2018 21 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
  • 22. 18 Ottobre 2018 What has been changing? Museums in 2018++ Jüniör x Service Design Drinks 2222 What has been changing? Museums in 2018+
  • 23. 18 Ottobre 2018 23 What has been changing? Museums in 2018++ Jüniör x Service Design Drinks 3 Main Themes
  • 24. 18 Ottobre 2018 24 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
  • 25. 18 Ottobre 2018 25 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
  • 26. 18 Ottobre 2018 26 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
  • 27. 18 Ottobre 2018 ++“More than a visit” Jüniör x Service Design Drinks 2727 + “Innovative services and initiatives”
  • 28. 18 Ottobre 2018 28 ++“More than a visit” Jüniör x Service Design Drinks STUDIO i Platform for Inclusive Culture
  • 29. 18 Ottobre 2018 29 ++“More than a visit” Jüniör x Service Design Drinks + Networking STUDIO i Platform for Inclusive Culture + Capacity Building =Confidence.
  • 30. 18 Ottobre 2018 30 ++“More than a visit” Jüniör x Service Design Drinks NEMO Initiative “Political Internships in Museums”
  • 31. 18 Ottobre 2018 31 ++“More than a visit” Jüniör x Service Design Drinks c+ Visibility NEMO Initiative “Political Internships in Museums” + Bridging Gaps =Conversations.
  • 32. 18 Ottobre 2018 32 ++“More than a visit” Jüniör x Service Design Drinks MUSEOMIX Public Reinventing Museums
  • 33. 18 Ottobre 2018 33 ++“More than a visit” Jüniör x Service Design Drinks c+ Engagement MUSEOMIX Public Reinventing Museums + Idea Generation =Creativity.
  • 34. 18 Ottobre 2018 ‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks 3434 ‘Design’ for Cultural Heritage: Non-linear conversational approach
  • 35. 18 Ottobre 2018 35 ‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks Bringing empathy to audiences while developing a deeper understanding of the cultural institution. Design Research
  • 36. 18 Ottobre 2018 36 ‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks Focusing and giving a strategical guidance on ‘activation of cultural heritage’ for public. Heritage Strategy
  • 37. 18 Ottobre 2018 37 ‘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
  • 38. 18 Ottobre 2018 ‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks 3838 ‘Design’ for Cultural Heritage: Invisible need of ‘Design’
  • 39. 18 Ottobre 2018 39 ‘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…
  • 40. 18 Ottobre 2018 40 ‘Design’ for Cultural Heritage: Jüniör x Service Design Drinks A: Workshops+Design Actions
  • 41. 18 Ottobre 2018 41 ‘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
  • 42. 18 Ottobre 2018 Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks 4242 Case: Archivio Gabriele Basilico
  • 43. 18 Ottobre 2018 43 Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks AGB: We need a website!
  • 44. 18 Ottobre 2018 44 Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks Q: How to make his knowledge accessible to all?
  • 45. 18 Ottobre 2018 45 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
  • 47. 18 Ottobre 2018 47 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: 4818 Ottobre 2018 Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks Findings Kick-off WKS
  • 49. 18 Ottobre 2018 49 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.
  • 50. 18 Ottobre 2018 50 Case: Archivio Gabriele Basilico Jüniör x Service Design Drinks Benchmark Photographers Museum/Exhibition Websites & Art Auction Services VS
  • 51. 18 Ottobre 2018 What about others? Jüniör x Service Design Drinks 5151 What about others?
  • 52. 18 Ottobre 2018 52 What about others? Jüniör x Service Design Drinks Great Job! Museum and The Web Conference US Fabrique NL Dana Mitroff Silvers US Cogapp UK
  • 53. 18 Ottobre 2018 53 What next? Jüniör x Service Design Drinks Let’s make “Design” a way of living for the cultural sector.
  • 54. 25 Settembre 2018 Thanks! hello@thisisjunior.com Instagram: @thisisjunior.mi Find me also on medium: @eceozdil twitter: @ece_ozdil