Project 1 - Wicked Problems
Luísa Melo & Bruna Cyreno — august 2020
In the beginning of our Bootcamp we were already faced with a challenge. This challenge is our Project 1 — Wicked Problems in which we have to isolate , research and understand a more precise, granular and specific problem. For this problem, we have chosen the following one:
CULTURE & HERITAGE
Since the 70s, museums and other public institutions have been suffering a profound crisis. In the heart of this kind of institutions, there’s the mission of making heritage accessible for all.
They build the bridges between objects and people, for them to be enjoyed by citizens. How Might We help museums and other public institutions bring people closer and fulfill their mission to preserve and activate cultural heritage in the 21st century?
As secondary research, we looked up information about the fire in the National Museum in Rio de Janeiro, statistics about low in frequency during the pandemic and also ways to digitally visit museums.
We made an online anonymous survey on Google Forms (https://forms.gle/RBcj7wbWbV2H6pS2A) with the following questions:
- Do you go to museums and cultural institutions?
- How often do you go to museums and cultural institutions?
- When was the last time you went to museums and cultural institutions, both physically and digitally?
- Wich museums and cultural institutions are your favorites?
- What attracs you in museums and cultural institutions?
- What repels you from museums and cultural institutions?
- What is the cultural baggage you carry from visiting museums and cultural institutions?
- What would make you go more often to the musem?
- Wich museums and cultural institutions would you like to visit? Why?
- Would you like to add something else?
We had 10 different people anwering our survey. Combining the information we gathered, we made the following Affinity Diagram:
Some phrases we thought were relevant are:
Por conta da pandemia e do distanciamento social, a última vez que fui em um museu foi em novembro de 2019, quando estive na cidade de São Paulo.
Me atraem áreas ao ar livre; exposições de arte, de ciência, de cultura e de história; Locais tranquilos para se concentrar e ler algo.
Me atraem a tecnologia e a forma de apresentar o conteúdo através da propaganda/marketing feita.
Não gosto de filas e lotações.
Obras que não tem acessórios de acessibilidade não curto.
Eu gosto de aprender com a diversidade cultural que muitas exposições nos remetem, e quanto ao fato de relembrarmos momentos históricos também.
O que me faria ir mais ao museu? Mais imersão, talvez inclusive tecnológica, mais propaganda, e algum diferencial, algo que me fizesse sentir que aquela visita seria realmente especial.
We made an Empathy Map to empathize with those people and learn more about them:
With this in mind we came to the conclusion that our problem was that people are not going enough times to musems and institutions. We think that in the 21st century we are very evolved digitally and the museums and instutions did not keep pace, making our generation less interest about those places. Another interesting point is that we are going through a pandemic of COVID-19, so those places are mostly closed, looking for solutions to stay put.
With the whole empathy stage in, we reached these persona:
We have here a Storyboard with the experience of Cláudio going to the museum:
We also made a Journey map:
Our advisory service for Museums and Public Institution was developed with the objective of regaining the Museum x Public relationship in a way that reflects directly on the increase of frequency and the institution’s relevancy. We have observed that they are not providing enough general public accessibility nor interactivity, resulting in a low number of visitors.
How might we make this service better at regeneration and actualization of Museums and Public Institutions so that their users are better served and attended, based on the metrics of physical and social media visitors attendance raising by 25%?
During 10 minutes we brainstormed:
We have observed that two different people making a Mind map based on the same word can have differente outcomes, as seen below:
Our concept is the creation of an mobile app to support Musems and Public Institutions. Amongst other functions, it’ll have:
- Scheduled Tours;
- Personalised Tours;
- Virtual Tour;
- Acknowledgement of images and information about them;
- Themes poll;
- Divulgation incentive;
- Satisfaction meter;
- Cultural contests;
Had we had more time, we would have developed a Blueprint and a lo-fi prototype. Besides that, we would have also searched for a solution for the accessibility problem.
In this first project, we dove more into the area of UX, deepening concepts ,strategy of management and tools of UX Design.
