Frankly, Green + WebbCreated for: Presented by: Date issued:MEX March 2014 Lindsey Green + Alyson Webb March 2014

Frankly, Green + Webb

User

ScreenSpace

Frankly, Green + Webb

UsersObjects

ScreensSpace

Frankly, Green + WebbCreated for: Presented by: Date issued:Science Museum Alyson Webb & Paul Tourle 5th August 2013

Augmenting the Real with Digital:

Creating Magical Moments

Frankly, Green + Webb

Frankly, Green + Webb

Frankly, Green + Webb

What do we do?

Frankly, Green + Webb

Our primary user experience is the space

Frankly, Green + Webb

We want to connect them to the space

Frankly, Green + Webb

By helping them connect with others

Frankly, Green + Webb

And connect with the ideas

Frankly, Green + Webb

User has be able to:•grasp a new experience instantly•use in a new context•use with very little help•always there when you need it but never gets in the way•First and one time only moment

Magical moments aren’t a nice to have,they are a must have.

The digital context

Frankly, Green + Webb

Our users want the physical space augmented

Our users to consume content about stuff

Our users want help them create their own special experience of

the space

Our users need help to locate where they are

Frankly, Green + Webb

Our users don’t really know digital could help them do that

Our users have quite a nice time without digital

Frankly, Green + Webb

Our users have a low drive to use mobile

Frankly, Green + Webb

But we know when we get digital right here, it means…

Frankly, Green + Webb

More memories, more learning

Frankly, Green + Webb

More likely to come back

Frankly, Green + Webb

More likely to connect with the organisation

Frankly, Green + Webb

More likely to share the experience

Frankly, Green + Webb

More likely to spend

Frankly, Green + Webb

More companies are wanting to differentiate their physical offer from the digital offer

Frankly, Green + Webb

But use of digital augmentation is becoming more prevalent

Frankly, Green + Webb

1. What is a magical physical experience?

2. How can we design for magical augmented experiences?

3. What challenges lay ahead?

Frankly, Green + Webb

Magical physical experience

Frankly, Green + Webb

How to spot aMagical

Experience

Do•Share stories about the experience•Plan to extend learning•Pointing

Say•Wow – Oh – ooh!•Laugh•I realised…•Look at this•You should try this

Think•Experienced something special•Connection to another person or ideas

Feel•Surprise•Goosebumps•Lucky•Accomplishment•Connectedness

Frankly, Green + Webb

1. What is a magical physical experience?

2. How can we design for magical augmented experiences?

3. What challenges lay ahead?

Frankly, Green + Webb

EXPERIENCE PRINCIPLE #1:Deliver Challenge +

Surprise

Frankly, Green + Webb

You can’t challenge or surprise anyone if you don’t empathise with

them.

INSIGHT #1:

Frankly, Green + Webb

What users want and expect changes how you

interact with the experience

Same for digital and physical

INSIGHT #2:

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Monday: Tourist

Sunday:Child-Led

Frankly, Green + Webb

Example: Cultural Heritage in Wales

Frankly, Green + Webb

RESEARCH:

1.Empty nesters2.Know the county3.Want to experience the beautiful views4.Outdoor types5.Passing interest in Cultural Heritage6.Don’t understand how tourism offers relate to their needs7.Very little signal

Example: Cultural Heritage in Wales

Not enough to want a Cultural

Heritage experience

Frankly, Green + Webb

ACTION:1.Address Motivation - have a unique experience and appreciate the beauty of the county2.Create a Challenge – help them try something simple that they are interested in doing3.Deliver Surprise – help them discover how the history impacts on both

Example: Cultural Heritage in Wales

Frankly, Green + Webb

Example: Cultural Heritage in Wales

TRUST•Acknowledge user needs through self identication•Use first person

CREATE•Build on existing create behaviour•Apply ideas through storytelling

LOCATE•Offer an alternative layer of understanding about a location•Use images as feedback of location•Identify attention grabbing features to reference

Frankly, Green + Webb

PROCESS PRINCIPLE #1:Design the physical experience first

Frankly, Green + Webb

Screen experience

Focus empathy here

Physicalexperience

And then here

Frankly, Green + Webb

PROCESS PRINCIPLE #2:Design in the space and

test in the space

Frankly, Green + Webb

Example: Telling stories with tablets Research for Museum of London

“…the saxon roundhouse where we sat and watched the videos and then thought

about what made our house a home and what differnces the

were between ours and theirs”

Frankly, Green + Webb

EXPERIENCE PRINCIPLE #3:Give focus to the

digital when it matches the physical experience

Frankly, Green + Webb

1. What is a magical physical experience?

2. How can we design for magical augmented experiences?

3. What challenges lay ahead?

Frankly, Green + Webb

We are looking to answer these questions too:

1.As visitors with their own digital augmentation how do we help them create magical moments?

2.How do you time the augmentation and scale it to different users needs?

3.How are we/you going to work with physical designers to create a service that is both physical and digital

Frankly, Green + Webb

e:

alyson@franklygreenwebb.com

lindsey@franklygreenweeb.com

t:

@FranklyGW

@aly_webb

@lindsey_green

Frankly, Green + Webb

If you’re wanting help thinking more about this and the other opportunities and challenges around digital interpretation – get in touch.

Our work is a mixture of:

•Design research for helping understand how audiences use digital technologies in the cultural heritage sector

•Strategic planning and concept development - for funding applications such as heritage lottery funding

•Implementation i.e getting in up to our elbows in order to help these types of projects get up and running. Find out more at:

http://www.franklygreenwebb.com