Morris Museum Case Study And Sea Overview 2011

MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU

SEA @ the Museum Understanding Your Audience as an Integral Part of Delivering a Great Museum Experience… Before, During and After They Visit


Our Agenda

  What Is Experience Design (XD)?

  What is Strategic Experience Alignment (SEA) & How Does It Apply to Contextual Inquiry?

  Case Study: The Morris Museum

  Discussion: Who Is Delivering Interesting Experiences?

  Discussion: What’s Next? How Does Tech Fit in?

3 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU

Who Am I?

  Graduated BU ’98, BA in Literature   Graduated SHU ‘00, MA in Literate

  AKA Prof MacLaren, 98-00 (English Dept)   Married Rich Hall, AKA “The Donk”, SHU ’99,

Stillman School of Business

  Accenture 00-07, Manager, User Experience Practice for North America CHT

  MISI 07-Present, XD Strategist and AD

  Museum Experience   Worked with the MET 2002-2003 on Digital

Experience for “Manet/Velazquez: The French Taste for Spanish Painting”

  Other Museums/ Cultural Projects of Note: Wolf Trap, Atlanta Museum, The Louvre

  Began working with Morris Museum Spring ‘10


What is Experience Design (XD)?


It goes beyond putting the button in the right spot… Experience Design comprises of ALL of the formal and informal

interactions that occur between you and your customer across both digital and analog channels


What are they trying to do?

Who is your audience?

How can you help them do it?

If You Take Away Nothing Else…


What is Strategic Experience Alignment (SEA)?


Once Upon A Time…


From where they stand, their priorities clash


Enter Joe Patron


…who gets caught in the middle


Instead of fighting over him, they should be listening to him…


…because when Joe is happy, everybody’s happy.


SU

CC

ES

S

WHO IS YOUR JOE? What is he trying to do?


SU

CC

ES

S

Are we helping him to succeed?


Aligning systems, processes and people with the experiences a

business must support in order to achieve their strategic objectives

Strategic Experience Alignment:


“Everything I learned about User Experience I Learned From Jimmy Buffet”

It’s All About the End-to-End Experience – “…Like catching up with old friends you never you knew you had in a familiar place you’ve

never visited.”

by Greg Hintermeister, Interactions Magazine

Purchasing Tickets Online •  Easy process •  Parking included

Interim Planning •  Parrothead Newsletter on

“planning and getting started”

Arriving in Concert City •  Friendly hotel employees

who know what you’re here for

Pre-show / Tailgating •  Buffett sponsored

activities to set the atmosphere

Concert •  The core of the whole

experience

Post-Show •  Morning-after brunch with

strangers who are now friends

Loyal Fan

New-Comer Contributing Factors in the Experience

It’s All About the Performance

•  The performance is the core service so it must be spot on or it’s a deal-breaker.

It’s All About Delivering the Basics… Flawlessly

•  Most songs are basic, overplayed and everyone knows them – but that’s what people are there for so sing it loud and proud.

It’s All About Being Social

•  Buffett concerts turn individual strangers into “loyal friends who will use word of mouth, money, and emotion to promote his product.”

It’s All About Trust

•  Buffett-fans invest enormous time and money to see a concert because there is implicit trust that it is worthwhile in the end.

It’s All About the Attitude

•  Buffett’s brand is his laid-back, smile and laugh attitude that is pulled through at every touchpoint of the concert experience.


  Your visitors are your customers

  You have other customers too… the benefactors, the volunteers, the corporate sponsors… and other artists (especially if you are local)

  Every time they interact with you, they experience your brand

  They will tell others their experiences (the good, the bad, the ugly)

  Near by/ similar institutions to yours can be your competition or your partner

Like it or not, Your Museum IS Your Business

Don’t underestimate the power of the smallest interaction.


Story Time: The Morris Museum


Story Time: The Morris Museum and SEA

  Prior to 1927 – Objects and Artifacts for display @ Morristown Neighborhood House

  1927 – Continues to grow, focus on education and engagement

  1938-1956 – Museum occupies Maple Avenue School, focus on community relationship building – particularly with local schools

  1943 – Museum incorporated, education outreach

  1963 – Moves to “Twin Oaks, the former Frelinghusen Estate (the old mansion)

  1970 = Gallery space increased, 312-seat theater added

  1990 – Complex further expanded to 75,524 (modern architecture design to new additions)

Morris Museum & Bickford Theater Branding & Communication Strategy Executive Brief September 15, 2010

Agenda

I. Approach Our Mission Research Overview Who We Spoke To

II. Key Themes Branding Marketing Physical Space

MISI Company, Ltd. | Classification: Confidential | Information owner: MISI Company Disclosure range: MISI XD employees and Morris Museum Employees and Volunteers

III. What’s Next?

IV. A Little Surprise

Approach: Our Mission Increase awareness and cross-pollination of the Morris Museum and Bickford Theater

  Via clear and engaging brand strategy   Via audience focused multi-touch, diverse communication strategy Increase active participation in Museum & Theater programs

  Attendance & Enjoyment   Membership & Donation   Volunteerism & Engagement


  Community awareness   Perceptions of the current experience at

the Museum and Theater   Perceptions of current brand and

marketing materials   Key support drivers   Areas of opportunity for expanding the

reach of the Museum and Theater   General online behaviors

Approach: Research Overview Interviews, surveys, and web analytics were performed to better understand:


Actual Experience

Volunteers

Physical Space

Marketing Tactics

Museum Intercepts

Theatre Intercepts

Community Intercepts

Online / Email

Surveys

Online Competitive Assessment

Branding Sessions

Approach: Who We Spoke To As a next step – we will want to speak more with Museum volunteers.


Research included 390 participants

Theme: This Is Not Your Parents’ Morris Museum The juxtaposition of old with new and art with science is at the heart of why supporters love the museum and theater – go with it.


Theme: This Is Not Your Parents’ Morris Museum Instead of hiding it in a by-line, make it the lead in your brand strategy – your base will continue to connect with you, and your target will be curious to learn more.

Theme: Broad-Reaching Marketing Will Be Key Go beyond word-of-mouth when looking to reach new audiences, they may not be connected to those who are already “in the know”.


Theme: Once You Have Got Them There… The physical experience of the Museum should reflect the brand with every interaction a visitor has; it should also ensure they leave with a plan to return.


Spatial Recommendations: Leverage Lobby Area as a “Hook”

Center Door

Gift

Sho

p

Offi

ce

Theatre Entrance Restroom

Desk

Museum Welcome

Area

Theatre Signage

Signage

Signage

Signage

Signage

Table

Table

Table

Table

Table

Table

Table

Table

Table

Kiosk

Kiosk

Kiosk

What’s Next?: Prioritizing Areas of Opportunity Based on the research conducted, we believe there are some immediate things the MM and BT can begin working on while longer term activities are in the works.


Discussion: Who Is Delivering Interesting Experiences?


  MET   Egyptian Exhibit – general experience and ambiance

  Seattle Center   Student Dossiers & “Edutainment”

  Wolf Trap   Benefactor and Donor Engagement

  National Museum of the American Indian   Collaborative Program Design (Curators, Educators, Students/Visitors,

and Technologists)   “Giving Museum Goers What They Want”, (NYT 05132010:

http://www.nytimes.com/2010/05/16/arts/design/16oakland.html?src=me&ref=arts )

A Few Examples to Get Us Started


Discussion: What’s Next? How Does Tech Fit In?


  In-museum Mobile Applications (“From Picassos to Sarcophagi, Guided by Phone Apps”, NYT 10/1/2010: http://www.nytimes.com/2010/10/02/arts/design/02apps.html?_r=1 )   Brooklyn Museum (Virtual Dossier)   American Museum of Natural History (Geo Location)

  Virtual and Second Life Galleries   MET (Comparative Art, Art in Context)   Virtual Gallerie (http://www.virtualgallerie.com/)   Wide Open Education (

http://oedb.org/blogs/wideopen/2007/old-masters-picture-gallery-in-second-life/ )

  Social Media

  …

A Few Examples to Get Us Started


Thank you!

Jerilyn MacLaren-Hall MISI Experience Design Strategist [email protected]

Connect with me on LinkedIn: http://www.linkedin.com/in/jmmaclarenhall See my blog entries here: http://www.misicompany.com/xdblog/index.php/author/jmaclarenhall/ Follow me on Twitter: <jmmaclarenhall> and <MisiCompany>

Informed Experience Design • Innovative Solutions • Strategic Staffing www.misicompany.com

Documents

Morris Museum Case Study And Sea Overview 2011