Before vgc i_sayevent_leicester_2013

Before VGC: user experience research as a key
methodology for the development of digital
interactive services within museal contexts.
authors:
Hoang Chau Huynh, Chiara Muccitelli,
Elena Nemilova, Chiara Tortolini

Tutor
Barbara Mellini

prof.
Alessandra Talamo

research and project work held at: MasterUX @ Sapienza University of Rome
www.masterux.it

BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY INTRO

Hoang Chau Huynh, Chiara Muccitelli, Elena Nemilova, Chiara Tortolini, tutor: Barbara Mellini
MASTER UX@Università La Sapienza

BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY INTRO

CONTEXT

MASTER UX DIRECTOR
Prof. Alessandra Talamo
authors

Hoang Chau Huynh
Chiara Muccitelli
Elena Nemilova
Chiara Tortolini

Tutor
Barbara Mellini


BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY PREMISES

PREMISES


SERVICE DESIGN PROJECT
ON THE CASE STUDY OF MUSEI CAPITOLINI

ROME


TWO METHODOLOGIES

USER-CENTERED DESIGN
User-centered design (UCD) is a
process tailored around the user in
which the needs, wants, and limitations
of end users of a product/service are
given extensive attention at each stage
of the design process.
& SERVICE DESIGN THINKING
Service design aims to ensure that
services are useful, usable, and desirable
from the client’s point of view, and
effective, efficient and distinctive from
the supplier’s point of view.
(Birgit Mager, 2009)
(from Wikipedia)



TWO METHODOLOGIES, partially overlapping...
PARTICIPATORY, ETHNOGRAPHIC METHOD
AN ITERATIVE PROCESS

PEOPLE

USER-CENTERED DESIGN SERVICE DESIGN THINKING

AN INTER-DISCIPLINARY APPROACH



USER-CENTERD DESIGN (UCD)

n

user involvment in the design process


BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY

OUR PROCESS

BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY OUR PROCESS

F K
IE OR
PROJECT 1

BR W
ON EAM
T
BRIEF UX RESEARCH

PROJECT 2
F K
IE OR
BR W
ON EAM
T



USER CENTERED
DESIGN
THE RESEARCH TOOLS
# fieldwork
# interviews
# shadowing


BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD RESEARCH TOOLS

THE RESEARCH TOOLS/NON PARTICIPANT OBSERVATION



THE RESEARCH TOOLS/INTERVIEWS
needs ease
expectations satisfaction
motivations of the visiting

&
experience

PRE-VISIT POST-VISIT
INTERVIEWS INTERVIEWS


THE RESEARCH TOOLS/INTERVIEWS
emerging
“We just love to walk around and see local people” (couple, 20 y.o., RU) patterns and
“We are interested in Ancient Rome history” (couple, 30 y.o., RU) behaviours
“I just wonder around the museum”(visitor, 30 y.o., USA)
“It seems that the museums of Rome have not a clear historical path” (couple, 30 y.o., ESP)
“I only know there’s the Shewolf inside the museum” (couple, 30 y.o., RU)
“We read information stands to know the name of the exhibit” (3 girls, 20 y.o., GER)
“They would like to have more information about orientation inside” (2 friends, 20 y.o., USA)
“We don’t understand how to use this map to visit the museum” (3 girls, 20 y.o., USA)
“The visit path was ok, but i would like to have had some more light that would
improve the fruition of the paintings” (visitor, 83 y.o., ITA)



THE RESEARCH TOOLS/SHADOWING
Shadow Stalking is a tough job...think it like a Safari!

VISIT PATHS AND ORIENTATION

TURNING POINTS AND HOTSPOTS

FAVORITE EXHIBITS

TIME AND PAUSES

PAIN POINTS



USER CENTERED
DESIGN
THE DESIGN TOOLS
# user ethnographic map
# personas
# mental model


BEFORE VGC: USER EXPERIENCE RESEARCH AS A KEY METHODOLOGY UCD DESIGN TOOLS

THE DESIGN TOOLS/THE USER ETHNOGRAPHIC MAP

The user ethnographic map (UEM) is a tool for analysing extremely heterogeneous
data which come from the ux research, and works as a bridge between the research
and the design phase.


THE DESIGN TOOLS/THE USER ETHNOGRAPHIC MAP

SAY: What does the user says?

DO: What does the user do?

MEAN: What meaning s/he attributes to his surrounding?

FEEL: How does he feel?

SEE: What does s/he see around that has an impact on his actions?

HEAR: What does s/he hear from people that may orient beliefs?

NEED/WANT: What does s/he need to improve her/his experience?

STRUGGLE: What kind of problems s/he encounters?



THE DESIGN TOOLS/THE MENTAL MODEL

The mental model or affinity diagram helped us to reduce all the relevant data from
the UX research in a more manageable form.



THE DESIGN TOOLS/THE MENTAL MODEL



THE DESIGN TOOLS/PERSONAS

A persona is a realistic character sketch -an archetype- representing an entire group
of real people. Personas summarize user research findings and are communicative
tools that bring the research to life.


FINDINGS


FINDINGS/OUR MENTAL SPACES
Decide to visit the museum Share the visit experience
Prepare the visit Have satisfying information
Get to the museum PROJECT 2 Interact with staff
Manage visit time Have information in one’s language
Have a guided visit Relax and rest
Select what to see fulfilling one’s needs/ Get excited PROJECT 1
passions PROJECT 2 Get memories PROJECT 1
Follow a path Talk about the experience afterwards
Orient oneself PROJECT 2 Deepen the knowledge afterwards
Find a service or a POI PROJECT 2

OUR mental spaces shape the architecture of our interactive service project, and
choosing some mental spaces instead of others is a key turning point for the project.



I want to see

FINDINGS/OUR SIX PERSONAS it’s all so perfect!! something roman

Vengo a rivedere il
Caravaggio!!

La conoscenza ci
permette di
Poco tempo e così
apprezzare! Kate,turista emozionata
tante cose da
Marta and Iasmina
, Kate vedere!

Vorrei trasmettere le
The emotion catchers
’arte stesse sensazioni che

Linda , italiana

Allan
Allan, l’appassionato
Sophie:
The experts: focus on art The frequent traveller
Robert:
The Cicero for passion


FINDINGS/MAGNIFY ROMA

For the tourist, who wants to be guided on an emotional journey, “Magnify” is a
digital lens on the world that allows you to see through layers of information to
gain contextual orientation and, unlike traditional navigation and guiding technolo-
gies, “Magnify” is not just tailored around the surroundings, but around You and the
World’s Connections.


FINDINGS/MAGNIFY ROMA


Before vgc i_sayevent_leicester_2013

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Before vgc i_sayevent_leicester_2013