Redesigning Museums for Good
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Transcript of Redesigning Museums for Good
REDESIGNING MUSEUMS FOR GOOD
KIGALI, AMSTERDAM
OCTOBER 2014
Virtually every visitor to a genocide memorial or holocaust museum can attest to overwhelming feelings of sympathy, sadness and outrage, but most visitors can also attest that they did nothing substantively differently as a result. !
HOW CAN WE RETHINK THE EXPERIENCE OF MEMORIALS TO ACTIVATE VISITORS FOR A BETTER HUMANITY?
UX FOR GOOD ANNUAL CHALLENGE 2014
UX for GOOD | Redesigning Museums for Good
KIGALIGENOCIDE MEMORIAL RWANDA
01BACKGROUND
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UX FOR GOOD ANNUAL CHALLENGE 2014
MASSGRAVES IMMERSION & CONTEXTUAL OBSERVATION
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UX FOR GOOD ANNUAL CHALLENGE 2014
HISTORICALGALLERY IMMERSION & CONTEXTUAL OBSERVATION
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UX FOR GOOD ANNUAL CHALLENGE 2014
PHOTOS & REMAINS IMMERSION & CONTEXTUAL OBSERVATION
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UX FOR GOOD ANNUAL CHALLENGE 2014
OTHERGENOCIDES IMMERSION & CONTEXTUAL OBSERVATION
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UX FOR GOOD ANNUAL CHALLENGE 2014
CHILDRENROOM!
!IMMERSION & CONTEXTUAL OBSERVATION
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UX FOR GOOD ANNUAL CHALLENGE 2014
CALL FORACTION IMMERSION & CONTEXTUAL OBSERVATION
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UX FOR GOOD ANNUAL CHALLENGE 2014
END! IMMERSION & CONTEXTUAL OBSERVATION
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UX FOR GOOD ANNUAL CHALLENGE 2014
UX for GOOD | Redesigning Museums for Good, Kigali
UX FOR GOOD ANNUAL CHALLENGE 2014
HISTORICAL GALLERY
MASS GRAVES
PORTRAITS AND REMAINS ROOM
CHILDREN ROOM
“It takes a while to process the anger, guilt, and helplessness.” !
The museum generates an emotional burnout that leaves visitors unable to react.
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“You can’t talk about the rebirth without talking about genocide.” !
UX FOR GOOD ANNUAL CHALLENGE 2014
IN DEPTH-INTERVIEWS INTERCEPT INTERVIEWS & CONTEXTUAL IMMERSION
ON-GOING SYNTHESIS
SHADOWING
There’s an opportunity to tell the holistic story from genocide to rebirth.
UX for GOOD | Redesigning Museums for Good, Kigali
UX FOR GOOD ANNUAL CHALLENGE 2014
UX for GOOD | Redesigning Museums for Good, Amsterdam
UX FOR GOOD ANNUAL CHALLENGE 2014
INZOVU* CURVE
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UX FOR GOOD ANNUAL CHALLENGE 2014
The word “Inzovu” means Elephant in Kinyarwanda, the native language of Rwanda.
* The Inzovu Curve is a model that maps specific designed activities to the emotional response of the individual experiencing them.
UX for GOOD | Redesigning Museums for Good, Kigali
A genocide memorial is meant to trigger a profound personal reaction. This is a moment of suffering and creates a strong emotional connection to what happened.
INZOVU CURVE CONCEPTUAL MODEL
This moment should happen multiple times during the experience itself. It’s meant as a way to decompress for sensible people, and a space to think for everyone.
While genocides are terrible events, there are always heroes that shine through. These people are often highly relatable because are normal people that do positive acts. It’s hope for the humanity.
While it’s difficult to generate action in each and every person, this moment is made possible by the ones before. In a sense, the pain prepares the seeds that then reflection is able to turn to something positive, while hope gives examples to follow and show how others acted positively.
EXPERIENCE STAGES
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INZOVU CURVE CONCEPTUAL MODEL
EMOTIONAL OUTCOME
Each individual has a completely personal baseline that is a neutral starting state. The vertical axis maps below the line the intensity of empathic response, down to the potential burnout or shutdown; and above the line the intensity of compassionate disposition.
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INZOVU CURVE CONCEPTUAL MODEL
motivation and ability to act
personal connection to the experience of genocide
CONVERSION POINTS
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INZOVU CURVE KIGALI GENOCIDE MEMORIAL
MUSEUM EXPERIENCE WORKSHOP EXPERIENCE
Extend the experience outside the memorial by creating dedicated paths and deep dives.
Raise awareness by making visitors selecting their journey at the beginning.
UX for GOOD | Redesigning Museums for Good, Kigali
INZOVU CURVE KIGALI GENOCIDE MEMORIAL
Augment the content and stories displayed in the physical space by giving access to the memorial’s archive, creating different narratives and connections based on what visitors are interested into.
UX for GOOD | Redesigning Museums for Good, Kigali
INZOVU CURVE KIGALI GENOCIDE MEMORIAL
Give visibility to the moments of hope by creating a space in the museum to display stories of reconciliation.
Support reflection by creating breaks in the physical flow of the visit.
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INZOVU CURVE KIGALI GENOCIDE MEMORIAL
Bridge the gap between will and action by reminding to the experience later on (i.e. a letter to be opened on the way back home).
UX for GOOD | Redesigning Museums for Good, Kigali
INZOVU CURVE KIGALI GENOCIDE MEMORIAL
UX for GOOD | Redesigning Museums for Good, Kigali
INZOVU CURVE KIGALI GENOCIDE MEMORIAL
UX for GOOD | Redesigning Museums for Good, Kigali
INZOVU CURVE BEHAVIOUR SCALE
Aware: a person is aware of the facts and can apply critical thinking, but it’s purely knowledge and rationality. !Empathic: a person who is able to use its emotional intelligence to connect to other people.
Advocates: people that have been able to transform their empathic response to action. !Catalysts: advocates able to guide other people through the behaviour scale.
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INZOVU CURVE BEHAVIOUR SCALE
UX for GOOD design fellows
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UX FOR GOOD REDESIGNING MUSEUMS FOR GOOD
INZOVUCURVEWORKSHOP AMS
02EVENT
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UX FOR GOOD REDESIGNING MUSEUMS FOR GOOD
NEW YORK
AMSTERDAMCHICAGO
UX for GOOD | Redesigning Museums for Good, Amsterdam
ANNE FRANK HOUSE OBSERVATION
AFH MUSEUM
VISIT
REFLECTIONS
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ANNE FRANK HOUSE OBSERVATIONANNE FRANK HOUSE OBSERVATION
9AM10AM
The immersion started with a long line! !Average time to enter the Anne Frank House is 1 hour. Online tickets were already sold for the upcoming month.
DIARY
QUEUE
SECRET ANNEX
REFLECTIONS
“You can easily walk out and be ready for the next thing to see.” !
For many visitors the Anne Frank House is simply one thing to check among Amsterdam’s attractions.
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- - -
ANNE FRANK HOUSE OBSERVATION
FINAL MESSAGE
ANNE FRANK HOUSE EXPERIENCE ASSESSMENT
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AFH EXPERIENCEASSESSMENT
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UX for GOOD | Redesigning Museums for Good, Amsterdam
ANNE FRANK HOUSE EXPERIENCE ASSESSMENT
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THE EXPERIENCE NOW
QUEUE = INTEREST
THE HELPERS’ STORY
QUOTES FROM CELEBRITIES INSPIRED BY ANNE
THE IMPACT OF THE DIARY ALL OVER THE WORLD !COMMERCIALISATION OF THE TRAGEDY (SHOP)
WHAT DOES THE FOUNDATION DO? !
THE LAST POSTCARD
THE CLOSED WINDOWS
THE ORIGINAL WALLS IN ANNE’S ROOM
PERSONAL ACCOUNTS FROM FRIENDS
SURVIVORS’ TESTIMONIALS
IMAGING THE EVERYDAY LIFE IN THE ANNEX
OTTO’S MAP OF ALLIES’ PROGRESS
“IT MUST HAVE BEEN A BETRAYAL”
OTTO DIDN’T KNOW THE ANNE FROM HER DIARY
REALISING ALL THE HELP WAS USELESS !
REFLECTION IS MIXED WITH PAIN
INSPIRED BY THE HELPERS: COULD I DO THE SAME?
THE BOOK WITH THE NAMES OF DEPORTED JEWS
LACK OF ANGER, LACK OF CONTEXT
FEAR FROM REFLECTION WALLS: IT CAN HAPPEN AGAIN
NO QUESTIONS LEFT FOR THE VISITORS
CULT OF PERSONALITY
ANNE FRANK HOUSE EXPERIENCE ASSESSMENT
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The poor narration of the “life before” the secret annex prevent visitors from building enough understanding and empathy.
KEY INSIGHTS
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ANNE FRANK HOUSE EXPERIENCE ASSESSMENT
The experience itself lacks of emotional depth: it doesn’t generate enough pain neither enough hope to feel motivated/activated.
KEY INSIGHTS
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ANNE FRANK HOUSE EXPERIENCE ASSESSMENT
KEY INSIGHTS
The helpers are a great opportunity to shift the perspective
from victims (not-
empowering) to
positive heroes
(empowering).
UX for GOOD | Redesigning Museums for Good, Amsterdam
ANNE FRANK HOUSE EXPERIENCE ASSESSMENT
Expand the experience before by setting the context
Leverage opportunities for pain and reflection
Strengthen connections with the existing world to raise motivation
Leverage the role of the helpers to create hope
HOW THE EXPERIENCE COULD BE…..
ANNE FRANK HOUSE EXPERIENCE ASSESSMENT
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“- - -” !
ANNE FRANK HOUSE EXPERIENCE ASSESSMENT
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AFH IDEATION
ANNE FRANK HOUSE DESIGN RECOMMENDATIONS
START ENGAGING VISITORSFROM THE LINE OUTSIDE
CONNECT HER STORY WITH THE CITY (ANNE’S SIGNAGE)
MAKE THE EXPERIENCE MORE PERSONAL (PIN AGAINST PREJUDICE)
BETTER DESCRIBE ANNE’S LIFEBEFORE THE ANNEX
ANNE FRANK HOUSE DESIGN RECOMMENDATIONS
EMPHASISE THE KEY PHYSICALPASSAGES (i.e. ANNEX’S ENTRANCE)
EMPHASISE THE KEY OBJECTS (POSTCARD, DIARY,..) BY LOCATING THEM WITH MEANING
AUGMENT THE EMPTY SPACE IN THE ANNEX BY CREATING REFERENCES TO ANNE’S EVERYDAY LIFE
PLAY WITH SILENCE/NOISE TO STRESS THE IDEA OF HIDING AND CONTRAST WITH OUTSIDE
ANNE FRANK HOUSE DESIGN RECOMMENDATIONS
EMPHASISE THE KEY PHYSICALPASSAGES (i.e. SHIFT BETWEEN ANNEX AND CAMP)
INSERT ANNE’S STORY IN A BROADER CONTEXT (HISTORICALLY AND GEOGRAPHICALLY)
EMPHASISE POSSIBLE HINTS TO GENERATE MORE INTIMATE SELF-REFLECTION
ANNE FRANK HOUSE DESIGN RECOMMENDATIONS
MAKE THE GLOBAL INTERESTAND PARTICIPATION EXPLICIT
FROM ANNE’S HELPERS TO EVERYDAY HEROES: TELL THEIR STORIES
CELEBRATE NEW HELPERS BY SUBMITTING THEIR STORIES AND MAKING THEM PART OF THE MUSEUM
ANNE FRANK HOUSE DESIGN RECOMMENDATIONS
MAKE THE EXPERIENCE MORE PERSONAL (BADGES/GIFT CARD AGAINST PREJUDICE)
WHO IS HIDING TODAY? GIVE VISIBILITY TO CONTEMPORARY STORIES OF HIDING AS OPPORTUNITIES TO BECOME HELPERS.
GIVE VISIBILITY TO ONGOING HUMANITARIAN INITIATIVES PEOPLE CAN CONTRIBUTE TO
CREATE EXPLICIT CONNECTIONS WITH EXISTING FIGHTS FOR HUMAN RIGHTS IN AMS TODAY
HOMO-MONUMENT
INZOVU CURVE MODEL EVALUATION
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INZOVU CURVE EVALUATION
INZOVU CURVE
RELEVANCE
INZOVU CURVE MODEL EVALUATION
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FLEXIBILITY INSPIRATION ACTIONABILITY
“Yes! Maybe pain and reflection moments can belong to a circle line”
“I think it’s a good starting point for discussion. It works for memorial museums, but it’s more limiting for other types.”
“It clearly shows the gaps of missed opportunities to improve UX.”
“A great starting point for ideation.”
ANNE FRANK HOUSE END OF DAY!
UX for GOOD | Redesigning Museums for Good, Amsterdam
REBECA BRAZIL
LAURA ITALY
HANS US
SHANNON US
ROBERTA ITALY
ANDREA ITALY
ASIA US
HIENADZ BELARUS
AMSTERDAM 2014
THANKS