Transcript
- 1. REDESIGNING MUSEUMS FOR GOOD KIGALI, AMSTERDAM OCTOBER 2014
- 2. 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
- 3. KIGALI GENOCIDE MEMORIAL RWANDA 01BACKGROUND UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014
- 4. MASS GRAVESIMMERSION & CONTEXTUAL OBSERVATION UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014
- 5. HISTORICAL GALLERYIMMERSION & CONTEXTUAL OBSERVATION UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014
- 6. PHOTOS & REMAINSIMMERSION & CONTEXTUAL OBSERVATION UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014
- 7. OTHER GENOCIDESIMMERSION & CONTEXTUAL OBSERVATION UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014
- 8. CHILDREN ROOM ! ! IMMERSION & CONTEXTUAL OBSERVATION UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014
- 9. CALL FOR ACTIONIMMERSION & CONTEXTUAL OBSERVATION UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014
- 10. END!IMMERSION & CONTEXTUAL OBSERVATION UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014
- 11. 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.
- 12. UX for GOOD | Redesigning Museums for Good, Kigali “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.
- 13. UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014
- 14. UX for GOOD | Redesigning Museums for Good, Amsterdam UX FOR GOOD ANNUAL CHALLENGE 2014 INZOVU* CURVE UX for GOOD | Redesigning Museums for Good, Kigali 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.
- 15. 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
- 16. UX for GOOD | Redesigning Museums for Good, Kigali 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.
- 17. UX for GOOD | Redesigning Museums for Good, Kigali INZOVU CURVE CONCEPTUAL MODEL motivation and ability to act personal connection to the experience of genocide CONVERSION POINTS
- 18. UX for GOOD | Redesigning Museums for Good, Kigali INZOVU CURVE KIGALI GENOCIDE MEMORIAL MUSEUM EXPERIENCE WORKSHOP EXPERIENCE
- 19. 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
- 20. 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
- 21. 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. UX for GOOD | Redesigning Museums for Good, Kigali INZOVU CURVE KIGALI GENOCIDE MEMORIAL
- 22. 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
- 23. UX for GOOD | Redesigning Museums for Good, Kigali INZOVU CURVE KIGALI GENOCIDE MEMORIAL
- 24. 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.
- 25. UX for GOOD | Redesigning Museums for Good, Kigali INZOVU CURVE BEHAVIOUR SCALE UX for GOOD design fellows
- 26. UX for GOOD | Redesigning Museums for Good, Amsterdam UX FOR GOOD REDESIGNING MUSEUMS FOR GOOD INZOVU CURVE WORKSHOP AMS 02EVENT
- 27. UX for GOOD | Redesigning Museums for Good, Amsterdam UX FOR GOOD REDESIGNING MUSEUMS FOR GOOD NEW YORK AMSTERDAM CHICAGO
- 28. UX for GOOD | Redesigning Museums for Good, Amsterdam ANNE FRANK HOUSE OBSERVATION AFH MUSEUM VISIT
- 29. REFLECTIONS UX for GOOD | Redesigning Museums for Good, AmsterdamUX for GOOD | Redesigning Museums for Good, Amsterdam ANNE FRANK HOUSE OBSERVATIONANNE FRANK HOUSE OBSERVATION 9AM 10AM 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.
- 30. 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. UX for GOOD | Redesigning Museums for Good, AmsterdamUX for GOOD | Redesigning Museums for Good, Amsterdam - - - ANNE FRANK HOUSE OBSERVATION FINAL MESSAGE
- 31. ANNE FRANK HOUSE EXPERIENCE ASSESSMENT UX for GOOD | Redesigning Museums for Good, Amsterdam AFH EXPERIENCE ASSESSMENT
- 32. UX for GOOD | Redesigning Museums for Good, Amsterdam
- 33. UX for GOOD | Redesigning Museums for Good, Amsterdam ANNE FRANK HOUSE EXPERIENCE ASSESSMENT UX for GOOD | Redesigning Museums for Good, Amsterdam 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
- 34. ANNE FRANK HOUSE EXPERIENCE ASSESSMENT UX for GOOD | Redesigning Museums for Good, Amsterdam The poor narration of the “life before” the secret annex prevent visitors from building enough understanding and empathy. KEY INSIGHTS
- 35. UX for GOOD | Redesigning Museums for Good, Amsterdam 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
- 36. UX for GOOD | Redesigning Museums for Good, Amsterdam 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).
- 37. 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…..
- 38. ANNE FRANK HOUSE EXPERIENCE ASSESSMENT UX for GOOD | Redesigning Museums for Good, Amsterdam “- - -” !
- 39. ANNE FRANK HOUSE EXPERIENCE ASSESSMENT UX for GOOD | Redesigning Museums for Good, Amsterdam AFH IDEATION
- 40. ANNE FRANK HOUSE DESIGN RECOMMENDATIONS START ENGAGING VISITORS FROM THE LINE OUTSIDE CONNECT HER STORY WITH THE CITY (ANNE’S SIGNAGE) MAKE THE EXPERIENCE MORE PERSONAL (PIN AGAINST PREJUDICE) BETTER DESCRIBE ANNE’S LIFE BEFORE THE ANNEX
- 41. ANNE FRANK HOUSE DESIGN RECOMMENDATIONS EMPHASISE THE KEY PHYSICAL PASSAGES (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
- 42. ANNE FRANK HOUSE DESIGN RECOMMENDATIONS EMPHASISE THE KEY PHYSICAL PASSAGES (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
- 43. ANNE FRANK HOUSE DESIGN RECOMMENDATIONS MAKE THE GLOBAL INTEREST AND 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
- 44. 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
- 45. INZOVU CURVE MODEL EVALUATION UX for GOOD | Redesigning Museums for Good, Amsterdam INZOVU CURVE EVALUATION
- 46. INZOVU CURVE RELEVANCE INZOVU CURVE MODEL EVALUATION UX for GOOD | Redesigning Museums for Good, Amsterdam 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.”
- 47. ANNE FRANK HOUSE END OF DAY! UX for GOOD | Redesigning Museums for Good, Amsterdam
- 48. REBECA BRAZIL LAURA ITALY HANS US SHANNON US ROBERTA ITALY ANDREA ITALY ASIA US HIENADZ BELARUS AMSTERDAM 2014
- 49. THANKS