This is a presentation I gave to students in the Stanford d.school's flagship course, "Design Thinking Bootcamp," in October 2012. The students in the class are taking on the design challenge of "Redesigning the museum experience… without the museum.” The students will be creating prototypes of products, services, or experiences that help SFMOMA visitors remain engaged with the museum during our upcoming closure and expansion. The solutions will be grounded in user needs that come from direct empathy with museum visitors.

1. Redesign the Museum Experience…
Without the Museum
Dana Mitroff Silvers
San Francisco Museum of Modern Art
Design Thinking Bootcamp, Stanford d.school | October 5, 2012
Photo:
Winni
Wintermeyer

2. Jan. 2012 Executive Ed DTBC
“Rock Paper Scissors” Champion
©
2012
Stanford
d.school
h:p://www.flickr.com/photos/cba-­‐dschool/6757758877/in/set-­‐72157629019745789

3. Who is SFMOMA?
Photo:
Henrik
Kam

4. 28,000 works of art

5. 650,000 visitors
40,000 members
2.8 million web visitors
Photo:
Winni
Wintermeyer

6. Now imagine going from this

7. To this
Photo
by
Nick
Papakyriazis
h:p://www.flickr.com/photos/mlrs193/6015396482

8. June 2013-early 2016
Photo
by
Arty
Smokes
h:p://www.flickr.com/photos/artysmokes/3694846905/

9. SFMOMA History
1935

10. 1995

11. 2009

12. A reimagining + transformation
Image:
courtesy
Snøhe:a

13. Image:
courtesy
Snøhe:a

14. While we’re closed …
CollaboraSve
and
traveling
exhibiSons
Art
installaSons
throughout
the
city
Neighborhood
fesSvals
+
events
Photo:
James
Williams

15. Who visits SFMOMA?
85%
have
a
Bachelor’s
degree
or
higher
Median
household
income:
$86,248
76%
Caucasian
12%
Asian/Pacific
Islander
8%
Hispanic/LaSno
2%
African-­‐American
Photo:
Winni
Wintermeyer

16. How old are they?
Age
65+
9%
Age
Age
18-­‐24
55-­‐64
19%
16%
Age
Age
45-­‐54
25-­‐34
Age
25%
14%
35-­‐44
17%

17. Where are they from?
InternaSonal
Bay
Area
22%
33%
US,
outside
CA
28%
Other
CA
17%

18. But what do we know about
visitors’ needs?
Lots
of
research
Yet
sSll
have
blind
spots
Lack
insights
This
is
where
you
come
in!
Photo:
Orange
Photography

19. What’s next?
Anthony
McCall,
You
and
I,
Horizontal
(installaSon
view),
2005;
CollecSon
SFMOMA,
Accessions
Commi:ee
Fund
purchase
©
2008
Anthony
McCall;
photo:
Ian
Reeve

20. Immediate challenges
Disappointment and
anger of visitors
Communication around
what’s happening
during closure
Photo
by
Martha
Soukup
h:p://www.flickr.com/photos/soukup/5157639448/

21. Longer-term challenges
Elitism
Lack of relevance
How visitor-centered are we?
Photo:
Richard
Barnes

22. How might we…
Keep current visitors engaged?
Build relationships with new visitors?
Generate excitement about the new museum?
…without a museum building!

23. Questions?
Dana Mitroff Silvers
dmitroff@sfmoma.org
www.sfmoma.org
@dmitroff
Photo:
Winni
Wintermeyer