chatila benton caicedo cirri assignment4

46
SCAD Maya Chatila, Marco Cirri, Kelly Benton, and Catalina Caicedo Serv 216- Blueprinting Services Assignment 4 Fall 2015 Professor Louis Baker MUSEUM OF ART

Upload: mchatila713

Post on 02-Feb-2016

38 views

Category:

Documents


0 download

DESCRIPTION

SCAD Museum of Art: Service Optimization and Transformation

TRANSCRIPT

Page 1: Chatila Benton Caicedo Cirri Assignment4

SCADMaya Chatila, Marco Cirri, Kelly Benton, and Catalina Caicedo Serv 216- Blueprinting ServicesAssignment 4Fall 2015Professor Louis Baker

MUSEUM OF ART

Page 2: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTDesigning for Optimization

Insights Problems Solutions

Page 3: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTService Encounter Map

TRIGGER

Walk through the museum courtyard

View outside displays

ENTER THE MUSEUM

Walk up to interactive table

Swipe student id at admission desk

Enter main exhibition

Look around to discover assignment piece

Locate artwork

Use interactive table to learn about displays

Observe and take notes

Ask docent for more information

Exit museum exhibition doors

EXIT THE MUSEUM

Head back to dorm

Continue research through museum website

Art history professor wants acritique about an art piece

at the museum

User: SCAD Student

Page 4: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTService Blueprint

- Courtyard- Outside seating - Fountain- Window displays- Museum courtyard- Museum atrium exterior

- Museum main doors- Interactive table- Lobby displays - Reception table - Exhibition doors - Receptionists- Id cards

- Docent - Artwork - Artwork description plaques - Lights- Museum exhibition- Museum lobby

- Doors to courtyard- Courtyard seating- Courtyard exhibition- SCAD MOA website

BEFORE DURING AFTER

Use interactive table

Enter main exhibition space

Examine artwork/take notes

Walk to museum

Museum Courtyard

Walk through courtyard

Museum Lobby

Enter museumlobby

Check in

Museum Exhibition

Ask docent for information

Exit exhibition through corridor

TAD Cafeteria

Conduct furtherresearch using

museum websiteExit museum Buy a snack from

the cafeteria

Museum Lobby SCADMOA Web

LINE OF INTERACTION

LINE OF VISIBILITY

Interactive table Receptionist

InstallationTeam

Docent Attendant Website

!

Interactive table not always on/functional

!

No student work on display

!

Lack of variety/expensive snacks

!

Exhibition information o�ered is general (no pics, videos tours, etc)

Page 5: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTRe-visiting Problems

• How can museum classroom hours be extended for students?• How can the museum be promoted as a good work environment for students?

Teaching Spaces

• How can the admission price be made more affordable for non-SCAD prospective users?• How can online booking be improved?

Admission Services

• What new and unique perks could be offered for enrolling in SCADMOA’s loyalty program?

Loyalty Program

• How can more student work be integrated into the museum exhibition?

Art Exhibitions

• How can the cafeteria space be utilized more efficiently to display museum merchandise?• How can more visitors be enticed to enter the cafeteria?

TAD Cafeteria

• How can the content on the interactive table be relevant to current exhibitions?• How can more detailed exhibit information be integrated/added on the museum’s website?

Information Services

How can SCAD Student attendance be increased?

Page 6: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTChanging Perspectives: How Would...

.... a mother solve it? ... a best friend solve it? ... a 7 year old solve it?

• Fire everyone

• Cheaper admission

• Free admission for SCAD families

• Student work displays

• Educational exhibits

• More projections

• More social events

• Role-play/mystery night

• Outdoor activities

• Student work displays

• Train that runs through the lobby

• Games in exhibitions

• Interactive exhibitions

• Better food at the cafeteria

• Free candy/lollipops on the way

Page 7: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTRelated Worlds: RISD Museum

“The RISD Museum acquires, preserves, exhibits, and

interprets works of art and design representing diverse

cultures from ancient times to the present. Distinguished

by its relationship to the Rhode Island School of Design

(RISD), the Museum educates and inspires artists,

designers, students, scholars, and the general public

through exhibitions, programs, and publications”

(risdmuseum.org).Museum of Art, Rhode Island School of Design Image courtesy of Google Plus.

• Monday: Closed

• Tuesday: 10 a.m. to 5 p.m.

• Wednesday: 10 a.m. to 5 p.m.

• Thursday: 10 a.m. to 8 p.m.

• Friday: 10 a.m. to 5 p.m.

• Saturday: Noon to 5 p.m.

• Sunday: Noon to 5 p.m.

• Extended Evening Hours on third

Thursday of each month, open until 9pm

• Summer Saturdays open until 7 pm

Hours:

About

Museum of Art, Rhode Island School of Design. Sharpe, Shannon. RISD Museum Exterior. Digital image. American Craft Council. American Craft Council, 12 Aug. 2008. Web. 11 Oct. 2015.

Page 8: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTRelated Worlds: RISD Museum

The Museum collection spans across seven departments, and includes about 100,000 objects related to art and design.

Collection

All images courtesy of RISDMUSEUM.ORG.

Ancient Art Asian Art Contemporary Art Costume & Textiles

Decorative Arts Painting & Sculpture Prints, Drawings

Page 9: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTRelated Worlds: RISD Museum

Admission • Members: free• Adults: $12• Senior citizens (age 62+): $10• Youth (ages 5–18): $3• Children under 5: free

• College students: $5 with valid college ID

• Free admission for staff, students, RISD community• Free admission every Sunday• Free admission the third Thursday evening of each month.• Admission is free October 6-11• Free admission to U.S. military personnel and their families.

Loyalty Program • Free Alumni membership

Page 10: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTRelated Worlds: RISD MuseumPrograms and Opportunities

• Museum Guild

• Summer internships

• RISD HAVC Museum Fellowships

• RISD Graduate Research

College students• RISD Art Circle

• Summer Teen Intensive

• Art & Design Lab

• Teen Open Studio

• Project Open Door (college access program for locals)

• Young Adult Certificate Programs

• Young Artist Vacation Camps

• Pre-college program

Teens• Tours for tots (interactive tours & read-aloud story time)

• Open Studio

• Family See & Sketch

• The Joy of Looking

Children and tots

Page 11: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTRelated Worlds: RISD Museum

Collection information• All collection pieces with multiple views of each • Detailed identifying information: maker, medium, date, process• Information about the work• Section for educators: prompts/questions • Further readings are suggested• Links to published work that relate to the art• Audio from professionals or scholars related to the field of art

• Artists interviews, work in progress, studio notes • Student conservation efforts, student voices, and perspectives on art• Curator perspectives on art• Open studio: museum becomes a studio for all• Young explorer’s guide to art and design• How to techniques• Publications: catalogs, manuals, exhibition notes, analysis, studies• Work of the week• New acquisitions featured

Other Information

Page 12: Chatila Benton Caicedo Cirri Assignment4

Simplification SCAD MUSEUM OF ART

Reduce

Learn

Emotion The One

Organize

Time

• Price of admission

• Contemporary art exhibits

• Price of snacks

• Placement of interactive table

• Online exhibit information

• Museum sections into different genres

• Add more time to experience

• Separate student hours

• Flexible hours for the general public

• More exhibit information online

• Description of work on interactive table or Ipads

• Student work to help with student body identity

• Personalized exhibitions & student bio

• Highlight star students

• Community involvement

• Student work

• Virtual tours online

• Free museum memorabilia

Page 13: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTScamper: List and Twist

Substitute

Modify

Put Eliminate

Combine

Add

• Student work area instead of cafe

• Description plaques for ipads

• Contemporary art for other genres

• Outdoor terrace and cafeteria

• Audio tours on website

• SCAD ID and Family Pass

• Student work displays

• Audio tours & interactive exhibitions

• Outdoor cafeteria

• Gift shop on second floor

• Theater space

• Online booking time slots

• Interactive table content

• Student presentations in theater

• Student work in theater

• Student cafe at the outdoor terrace

• Confusion by providing audio tours

• Paid admission for SCAD families

• Closure of courtyard

Rearrange

• Interactive table placement

• Admission table closer to entrance

• Overall lobby layout to accommodate student work

Page 14: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTAnalyzing Service Encounter

• Lack of videos

• Lack of resources for further research

• Lack of exhibit information on specific pieces

Before During After

• Tickets aren’t flexible

• No student hours

• Interactive table lacks content

• Lack of student work

• Lack of diversity in exhibits

• Price> value

• Time spent in there is too little

Page 15: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTIdeas for Optimization

1- Interactive table displays information about current works in exhibition & student work2- Extend museum hours to accommodate student schedules3- Schedule student hours only 4- Introduce different art genres5- Allow students to rent personal exhibition space6- Exhibition for the people, by the people7- SCAD family free admission8- Separate the TAD cafeteria and the gift shop9- More movie screenings10- Projector showcasing student work11- Weekly art and interpretation performances12- Artist convention/carnival13- Ipads near each exhibition piece, providing information14- Kids section related to the exhibition on display15- Online selection of next exhibition (polls)16- Free admission on certain days17- Extended summer hours18- Alumni memberships 19- Free admission to all SCAD community, including Alumni20- Velcro wall art (interactive)21- Art supplies weekly giveaway22- Collaborative sessions with Blick studios/demos23- Museum donation drives (for a cause)24- Student orientation 25- Museum crime/investigation game

26- SCAD artist of the week (work gets exhibited)27- Revamp the website to include more information about current exhibits 28- Audio tours in museum, through app, and online29- Relocate the TAD Cafeteria to courtyard30- Reduce snack and beverage prices31- Snacks and beverages should be included in student meal plans32- Section dedicated to educators on the website33- Links to publications related to the works displayed34- Audio from professionals and scholars about the works35- Free learning programs for children36- Free learning programs and workshops for teenagers37- Free souvenirs/candy after completing museum tour 38- Tracing your footsteps through the museum (projections)39- Expand museum’s online database/integrate it with library40- Reduce overall admission price41- Use the theater more- display student work42- Relocate the admission desk near the entrance43- Rearrange the lobby to house student work44- Student of the week- feature their work and personal journey45- Free admission for active and veteran military personnel46- Coffee shop on the second floor47- Acquire more space for exhibitions48- Expand second floor to house exhibitions49- Themed special events (Halloween haunting, Easter egg hunts)50- Offer free admission to Georgia students

Page 16: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTAffinitizing IdeasLoyalty Programs- Alumni memberships

Admission- Extend museum hours to accommodate student schedules- Schedule student hours only - SCAD family free admission- Free admission on certain days- Extended summer hours- Free admission to all SCAD community, including Alumni- Free souvenirs/candy after completing museum tour- Reduce overall admission price- Relocate the admission desk near the entrance- Rearrange the lobby to house student work- Free admission for active and veteran military personnel- Offer free admission to Georgia students

Informational/Educational Services- Interactive table displays information about current works in exhibition & student work- Ipads near each exhibition piece, providing information- Revamp the website to include more information about current exhibits- Audio tours in museum, through app, and online- Links to publications related to the works displayed- Section dedicated to educators on the website- Audio from professionals and scholars about the works- Free learning programs for children- Free learning programs and workshops for teenagers- Tracing your footsteps through the museum (projections)- Expand museum’s online database/integrate it with library

TAD Cafeteria- Separate the TAD cafeteria and the gift shop- Relocate the TAD Cafeteria to courtyard- Reduce snack and beverage prices- Snacks and beverages should be included in student meal plans- Coffee shop on the second floor

Special Events- More movie screenings- Artist convention/carnival- Art supplies weekly giveaway- Collaborative sessions with Blick studios/demos- Museum donation drives (for a cause)- Student orientation- Museum crime/investigation game- Themed special events (Halloween haunting, Easter egg hunts)

Exhibitions- Introduce different art genres- Allow students to rent personal exhibition space- Exhibition for the people, by the people- Projector showcasing student work- Weekly art and interpretation performances- Kids section related to the exhibition on display- Velcro wall art (interactive)- SCAD artist of the week (work gets exhibited)- Student of the week- feature their work and personal journey- Acquire more space for exhibitions- Expand second floor to house exhibitions- Online selection of next exhibition (polls)- Use the theater more- display student work

Page 17: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTIdeas: Funneling

Loyalty Programs- Alumni memberships

Admission- Schedule student hours only - SCAD family free admission- Free admission on certain days- Extended summer hours- Reduce overall admission price- Free admission for active and veteran military personnel

Informational/Educational Services- Interactive table displays information about current works in exhibition & student work- Ipads near each exhibition piece, providing information- Revamp the website to include more information about current exhibits- Links to publications related to the works displayed- Section dedicated to educators on the website- Audio from professionals and scholars about the works

TAD Cafeteria- Separate the TAD cafeteria and the gift shop- Relocate the TAD Cafeteria to courtyard- Snacks and beverages should be included in student meal plans

Special Events- Museum donation drives (for a cause)- Themed special events (Halloween haunting, Easter egg hunts)Exhibitions

- Introduce different art genres- Allow students to rent personal exhibition space- Exhibition for the people, by the people- Projector showcasing student work- Velcro wall art (interactive)- Student of the week- feature their work and personal journey- Expand second floor to house exhibitions- Use the theater more- display student work

Page 18: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTIdeas: Combining and Forming Concepts

Loyalty Programs• Offer Alumni Memberships for SCAD Alumni.

Admission• Extend museum hours to accommodate students and visitors alike.

• Offer free admission to SCAD families and alumni, as well as free admission on select days for the general public.

Exhibitions• To introduce different genres and help integrate and exhibit student work into the museum: use the resources (interactive table, projectors, theater, lobby space), allow students to rent personal exhibition space, and showcase a SCAD Student of the Week.

Informational/Educational Services• Integrate more educational information both online and in the museum: use the resources available (interactive table, ipads) to display content to visitors in the museum, and provide links to publications related to the works, a section dedicated to educators, and audio online.

Special Events• Hold themed special events (Halloween Hauntings) that both attract visitors and benefit the local population (donation drives).

TAD Cafeteria• Separate the gift shop and cafeteria to maximize product/efficiency.

• Allow student meal plan credit to be used at the cafeteria.

Page 19: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTIdeas: Final 3 Concepts

Concept 1Offer free admission to SCAD families and alumni, as well as free admission on select days for the general public.

Concept 2To introduce different genres and help integrate and exhibit student work into the museum: use the resources

(interactive table, projectors, theater, lobby space), allow students to rent personal exhibition space, and showcase a

SCAD Student of the Week.

Concept 3Integrate more educational information both online and in the museum: use the resources available (interactive table,

ipads) to display content to visitors in the museum, and provide links to publications related to the works, a section

dedicated to educators, and audio online.

Page 20: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTIdeas: Consequences and Sequel

Concept 1:Offer free admission to SCAD families and alumni, as well as free

admission on select days for the general public.

Concept 2:To introduce different genres and help integrate and exhibit student

work into the museum: use the resources (interactive table,

projectors, theater, lobby space), allow students to rent personal

exhibition space, and showcase a SCAD Student of the Week.

Concept 3:Integrate more educational information both online and in the

museum: use the resources available (interactive table, ipads)

to display content to visitors in the museum, and provide links to

publications related to the works, a section dedicated to educators,

and audio online.

Immediate Short-term Long-termIncrease in visitors

Increase in non-user visitors

Increase in visitors Increase in visitors

Immediate Short-term Long-termIncrease in visitors

Increase in student visitors

Museum and student body

identity

Increase in visitors

Increase in student visitors

Museum and student body

identity

Increase in visitors

Increase in student

visitors

Museum identity

Immediate Short-term Long-termIncrease in use of website Research tools Research tools

Page 21: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTDecision Matrix

Decision Criteria

Weight Concept 1 Concept 2 Concept 3

Feasibility 20

Total

20

20

20

20

Usefulness

Meaningfulness

Desirability

Accessibility

100

5

8

4

8

3

8

9

7

9

8

9

9

5

7

7

560 820 740

Page 22: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTBest Concept

To introduce different genres and help integrate and exhibit student work

into the museum: use the resources (interactive table, projectors, theater,

lobby space), allow students to rent personal exhibition space, and

showcase a SCAD Student of the Week.

Page 23: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTConcept Visualization

Sally accompanies her dad to the museum. A receptionist directs them to the newly updated interactive table; it now showcases student work.

Sally’s dad pans through some of the artwork on the interactive table. He is impressed by the work he sees.

Sally and her dad then make their way to the student wall, where more student work is being shown by an overhead projector.

To conclude their visit, Sally directs her dad to her personal section. She rents the space from the museum, and is able to exhibit her work. Sally’s dad is delighted and very proud of his daughter.

Page 24: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTUpdated Service Blueprint

- Courtyard- Outside seating - Fountain- Window displays- Museum courtyard- Museum atrium exterior

- Museum main doors- Interactive table- Lobby displays - Reception table - Exhibition doors - Receptionists- Id cards

- Docent - Artwork - Artwork description plaques - Lights- Museum exhibition- Museum lobby

- Doors to courtyard- Courtyard seating- Courtyard exhibition- SCAD MOA website

BEFORE DURING AFTER

Use interactive table to view student work

Enter main exhibition space

Examineartwork

Walk to museum

Museum Courtyard

Walk through courtyard

Museum Lobby

Enter museumlobby

Check in

Museum Exhibition

Ask docent for information

Exit exhibition through corridor

TAD Cafeteria

Conduct furtherresearch using

museum websiteExit museum Buy a snack from

the cafeteria

Museum Lobby SCADMOA Web

LINE OF INTERACTION

LINE OF VISIBILITY

Interactive table Receptionist

InstallationTeam

Docent Attendant Website

View student work on specialprojection wall

View artwork of Scad

student of the week

!

Exhibition information o�ered is general (no pics, videos tours, etc)

Page 25: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTDesigning for Transformation

Contemporary Art Exhibitions SCADMOA websiteOnline booking

CORE FACILITATINGLoyalty ProgramTAD CafeteriaTheater spaceCourtyard hangout

ENHANCINGOpen everydayexcept Mondays

FEATURES

Page 26: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTFour Action Framework

· Admission price for SCAD family· Contemporary art

· TAD Cafeteria

Reduce Remove

Raise Add

· Hours of operation· Booking time-slots online· Number of docents· Interactive table content

· Student exhibits· Outdoor cafeteria· Online virtual tour· Visible signs that identify areas· Photo booth· Interactive displays· Outdoor cafeteria· Audio tours· Alumni memberships

· Educational/research content on website

Alex Townsend Grand Courtyard

Lobby Atrium/ Ticketing

10 Classrooms

Restrooms

Art Study Suites Art Storage StudioTheater Mezzanine

GatheringSpace

& Elevator

Main Entrance

Theater

TAD Cafe and Museum Gift Shop

Main Exhibition

The Walter O. Evans Center for African American StudiesThe André Leon Talley Gallery

4 temporary exhibition galleries including the 290-foot long Pamela Elaine Poetter Gallery

Restrooms

Outdoor Exhibition Space

Outdoor Terrace

Four Action Framework for highlighted areas

Page 27: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTGap Analysis

What existing services o�ers What customer really needs

· No student work

· No student work

· No engaging activities for children

· No student work

· Price > value

· View their daughter’s work

· View the work of students of child’s potential college

· Educational experience for family

· Learn about SCAD and its student body

· Cheap and memorable experience while in town

·

·

Gap

· Space issues

· Space issues

· Space issues

· Space issues

· Museum identity

Page 28: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTRevolution: Break the Rules

Rule: Do not touch exhibited artwork Rule Breaker: More interactive art • Walk-through digital projections that react to viewer’s motion

• Material preview of exhibits so viewer can “feel” artwork (paper guns),

provides a more tangible and interactive experience for the user

• Add a section for kids

• Trace your steps through the museum via holograms

• Exhibits that can be climbed/jumped on (velcro wall)

Page 29: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTRevolution: Break the Rules

Rule: Only buy food from the TAD Cafeteria Rule Breaker: Partner with Chick-Fil-A to offer students another option • Nationally recognized brand that other schools partner with • Attract more students to the museum (good food), which will boost the traffic throughout the museum + exhibits

Partner with Chick-Fil-A

Viability

Feasibility

Acceptability

Suitability

Brand Relevance

Will pay for itself

Popular

Starbucks at the Hive, so it’s possible

National Chain

Increase student attendance

Page 30: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTRevolution: Break the Rules

Rule: Children aren’t allowed to play Rule Breaker: Kids section with interactive art

Rule: No trash allowed! Rule Breaker: Trash repurposed as art

Page 31: Chatila Benton Caicedo Cirri Assignment4

MUSEUM OF ARTSCAMPER SCAD

Substitute

Modify

Put Eliminate

Combine

Add

• Chick-Fil-A instead of TAD Cafeteria

• Off-limit art to interactive art

• Contemporary art for other genres

• Outdoor terrace and cafeteria

• Audio tours and interactive table

• Visual and audio tours

• Student work displays

• Audio tours & interactive exhibitions

• Kids section

• Interactive jungle gym in courtyard

• Theater space

• Online booking time slots

• Interactive table content

• More student work

• General information plaques

• Separate student section

• Short stay at the museum

• Paid admission for SCAD families

• Expensive food at cafeteria

Rearrange

• Overall lobby layout

• Dark room to accommodate more

• Cafeteria

Page 32: Chatila Benton Caicedo Cirri Assignment4

MUSEUM OF ARTMetaphors and Analogies SCAD

SCADMOA: The empty meeting place

One genre Bad hours

Better food Courtyard access

Themed events

National chains

Holiday parties

Student hours

Longer weekend hours

Bad foodNo student work

Why?

Vary artwork

How to fix it?

Hangout spot

STUDENT WORK!

Page 33: Chatila Benton Caicedo Cirri Assignment4

MUSEUM OF ARTOpposites and Juxtapositions SCAD

Busy Empty

Spacious Crowded

Fun Boring

Classic Contemporary

Relevant Irrelevant

Page 34: Chatila Benton Caicedo Cirri Assignment4

MUSEUM OF ARTRandom Links SCAD

BALLOON

Pop it

Colors

Cheap

Elastic

String

Fly away

Up

Balloon Art

GarbagePins

Needles

Expendable

Balloon Animals

Balloon Painting

Kidsactivity

Demos

Resources

People

Information

Imagine

FlexibleConnect

Dream

Boy scout

DisappearFree

Page 35: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTIdeas for Transformation

1- SCAD family package2- Flexible booking time slots3- Different museum packages (online + at scene) 4- Educational section on SCADMOA website5- Dedicated space for student exhibitions6- Special event: student exhibitions7- Alumni membership with added perks (free parking, free refreshment,)8- Complimentary guided tours to SCAD family members9- Incorporate digital media majors work into exhibits (users can test out student work)10- Gaming section where game design students can exhibit their work 11- Scholarly articles about work on website12- Rewards program13- Design pods for students to create art at scene14- Student work exhibition on second floor15- Fee for main exhibition remains, while student exhibition is free16- Free admission on weekends17- Free admission on holidays18- Interactive walls that display information (like table)19- Museum workshops for children20- Chick-Fil-A instead of TAD Cafeteria21- Sponsor a student: visitors can sponsor students to help them showcase art 22- Link museum and library resources to offer more information on art23- Provide audio for the interactive table24- Audio tours and activity suggestions25- Divide dark room to accommodate more work

26- Cycle the videos in the dark room to show more work27- Kids section, including a jungle gym in the courtyard 28- Community event: repurposed art29- Advertise free admission days on tv and in the local news30- Advertise events on tv/newspaper31- Sponsor local artists/artisans32- Integrate local community through events33- Walk-through digital projections that react to user’s motion34- Material preview of exhibits so user can “feel” artwork35- Take your child to the museum day, free with educational events36- Trace your steps through the museum (interactive floor)37- The Creative Space: create your own masterpiece38- Outdoor cafeteria for guests to enjoy39- Museum pamphlets with information40- Museum courtesy postcards41- For the students, by the students displays42- Feature alumni works/lectures43- Expand permanent collection44- The Making of the Museum: construction journey 45- Theater performances by SCAD students46- Projected displays on exterior of building at night47- Meet the curator/get their perspective48- White interactive wall (can draw/paint)49- Personalized souvenirs50- Replicas of art for sale

Page 36: Chatila Benton Caicedo Cirri Assignment4

Loyalty Programs- Alumni membership with added perks (free parking, free refreshment)- Reward Program

Admission- SCAD family package- Flexible booking time slots- Different museum packages (online + at scene) - Fee for main exhibition remains, while student exhibition is free- Free admission on weekends- Free admission on holidays- Museum courtesy postcards- Personalized souvenirs- Replicas of art for sale

Informational/Educational Services- Educational section on SCADMOA website- Scholarly articles about work on website- Interactive walls that display information (like table)- Link museum and library resources to offer more information on art- Provide audio for the interactive table- Audio tours and activity suggestions- Advertise free admission days on tv and in the local news- Advertise events on tv/newspaper- Trace your steps through the museum (interactive floor)- Museum pamphlets with information- The Making of the Museum: construction journey - Meet the curator/get their perspective

TAD Cafeteria- Chick-Fil-A instead of TAD Cafeteria- Outdoor cafeteria for guests to enjoy

Special Events- Special event: student exhibitions- Museum workshops for children- Community event: repurposed art- Sponsor local artists/artisans- Integrate local community through events- Take your child to the museum day, free with educational events

Exhibitions- Dedicated space for student exhibitions- Complimentary guided tours to SCAD family members- Incorporate digital media majors work into exhibits- Gaming section where game design students can exhibit their work - Design pods for students to create art at scene- Student work exhibition on second floor- Sponsor a student: visitors can sponsor students to help them showcase art - Divide dark room to accommodate more work- Cycle the videos in the dark room to show more work - Kids section, including a jungle gym in the courtyard - Walk-through digital projections that react to user’s motion - Material preview of exhibits so user can “feel” artwork- The Creative Space: create your own masterpiece- For the students, by the students displays- Feature alumni works/lectures- Expand permanent collection- Theater performances by SCAD students- Projected displays on exterior of building at night- White interactive wall (can draw/paint)

SCAD MUSEUM OF ARTAffinitizing Ideas

Page 37: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTIdeas: Funneling

Loyalty Programs- Alumni membership with added perks (free parking & refreshment)

Admission- SCAD family package- Flexible booking time slots- Different museum packages (online + at scene) - Fee for main exhibition remains, while student exhibition is free

Informational/Educational Services- Educational section on SCADMOA website- Scholarly articles about work on website- Interactive walls that display information (like table)- Link museum and library resources to offer more information on art- Provide audio for the interactive table- Trace your steps through the museum (interactive floor)- Museum pamphlets with information- The Making of the Museum: construction journey

TAD Cafeteria- Chick-Fil-A instead of TAD Cafeteria

Special Events- Special event: student exhibitions- Museum workshops for children- Community event: repurposed art- Sponsor local artists/artisans- Integrate local community through events- Take your child to the museum day, free with educational events

Exhibitions- Dedicated space for student exhibitions- Gaming section where game design students can exhibit their work - Design pods for students to create art at scene- Student work exhibition on second floor- Sponsor a student: visitors can sponsor students to help them showcase art - Divide dark room to accommodate more work- Cycle the videos in the dark room to show more work - Walk-through digital projections that react to user’s motion - The Creative Space: create your own masterpiece- For the students, by the students displays- Projected displays on exterior of building at night

Page 38: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTIdeas: Combining and Forming Concepts

Loyalty Programs• Offer Alumni Memberships for SCAD Alumni with added perks

Admission• Offer a family package with bonus discounts

• Visitors pay a fee to view main exhibition space, however, student exhibition is free.

Exhibitions• The power of projection: project displays on the exterior of the building at night, project student work on the interior, and offer walk-through projections that react to user’s motion.

Informational/Educational Services• Integrate more interactive and auditory displays/walls on the museum grounds to assist and inform visitors about displays (current and past). Displays can include the museum’s construction (making of the museum).

Special Events• Integrate the local community through events like re-purposing trash and “take your child to the museum day,” with free admission and educational events.

TAD Cafeteria• Allow national chains (Chick-Fil-A) to cater/provide food

Page 39: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTIdeas: Final 3 Concepts

Concept 1Integrate the local community through events like re-purposing trash and “take your child to the museum day,” with

free admission and educational events.

Concept 2Integrate more interactive and auditory displays/walls on the museum grounds to assist and inform visitors about

displays (current and past). Displays can include the museum’s construction (making of the museum).

Concept 3The power of projection: project displays on the exterior of the building at night, project student work on the interior,

and offer walk-through projections that react to user’s motion.

Page 40: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTIdeas: Consequences and Sequel

Concept 1:Integrate the local community through events like re-purposing trash

and “take your child to the museum day,” with free admission and

educational events.

Concept 2:Integrate more interactive and auditory displays/walls on the

museum grounds to assist and inform visitors about displays (current

and past). Displays can include the museum’s construction (making

of the museum).

Concept 3:The power of projection: project displays on the exterior of the

building at night, project student work on the interior, and offer walk-

through projections that react to user’s motion.

Immediate Short-term Long-termIncrease in visitors

Increase in non-user visitors

Enhances Scad’s

reputation

Enhances Scad’s

reputation

Community waste

solution

Immediate Short-term Long-termOffers more information

Increases interaction

Offers more information Needs to be updated

Immediate Short-term Long-termEngages community outside

of SCAD

More exhibits despite space

Interactive exhibits

Draws attention

More exhibits despite space

Interactive exhibits

Draws attention

More exhibits despite

space

Interactive exhibits

Page 41: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTDecision Matrix

Decision Criteria

Weight Concept 1 Concept 2 Concept 3

Feasibility 20

Total

20

20

20

20

Usefulness

Meaningfulness

Desirability

Accessibility

100

8

8

9

6

6

8

9

7

9

9

9

10

8

9

10

740 840 920

Page 42: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTBest Concept

The power of projection: project displays on the exterior of the building at night, project student work on the interior,

and offer walk-through projections that react to user’s motion.

Page 43: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTService Package

Varied Art Exhibitions SCADMOA websiteOnline bookingProjections of art on exterior

CORE FACILITATINGLoyalty ProgramTAD CafeteriaTheater spaceCourtyard hangoutInteractive art

ENHANCINGOpen everydayexcept MondaysStudent workprojected daily

FEATURES

Student Art Exhibitions

Page 44: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTUpdated Service Blueprint

- Courtyard- Outside seating - Fountain- Window displays- Museum courtyard- Museum atrium exterior- Museum exterior projection

- Museum main doors- Interactive table- Lobby displays - Reception table - Exhibition doors - Receptionists- Id cards

- Docent - Artwork - Artwork description plaques - Lights- Museum exhibition- Museum lobby

- Doors to courtyard- Courtyard seating- Courtyard exhibition- SCAD MOA website

BEFORE DURING AFTER

Use interactive table to view student work

Enter main exhibition space

Examineartwork and projections

Notice projection on exterior

museum walls

Museum Courtyard

Walk to the museum

Museum Lobby

Enter museumlobby

Check in

Museum Exhibition

Ask docent for information

Exit exhibition through corridor

TAD Cafeteria

Conduct furtherresearch using

museum websiteExit museum Buy a snack from

the cafeteria

Museum Lobby SCADMOA Web

LINE OF INTERACTION

LINE OF VISIBILITY

Interactive table Receptionist

InstallationTeam

Docent Attendant Website

View student work on specialprojection walls

Participate in interactive walk

through projections

!

Exhibition information o�ered is general (no pics, videos tours, etc)

Page 45: Chatila Benton Caicedo Cirri Assignment4

SCAD MUSEUM OF ARTConcept Visualization

Sally is hanging out with her family in downtown Savannah. The large projection on the building’s exterior walls draws their attention. They decide to visit the museum to check out other projected artwork.

SCAD MOA

They also enjoy walk-through projections. The art is interactive and mimics their movements. Sally and her family are delighted by their trip and by the power of projected art.

They admire the student work being projected on the walls all over the main lobby.

Page 46: Chatila Benton Caicedo Cirri Assignment4

THANK YOU!