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UNDERSTAND
YOUR
FESTIVAL IN
DETAIL
{A PROCESS TO HELP YOU UNDERSTAND HOW YOUR
FESTIVAL IS CURRENTLY USED IN DETAIL TO OUTLINE
NEW OPPORTUNITIES FOR DEVELOPMENT}
WHERE HAS THIS COME FROM

Festival Design DNA is a project produced by Snook for festivalslab.
  It is both a set of practical tools and an exciting new conversation
 about what happens when cultural professionals and organisations
start to think like designers and work to make the experiences they
           create better from a person-centred point of view.

  festivalslab or the Edinburgh Festivals Innovation Lab works with
 and for the twelve Edinburgh Festivals on how to use new thinking
and new tools to the experience of the world’s festival city even better
        for audiences, creative talent and festival organisations.

  Snook is a Glasgow-based service design and social innovation
 agency focusing on transforming the way services are delivered in
               Scotland, ensuring people come first.
UNDERSTAND YOUR FESTIVAL IN DETAIL


Purpose:                                               Customer Journey Map: 3 days
                                                       (Spend a day pulling together your customer
The purpose of this pack is to get to grips with       journey maps from material you collected, or
what your festival experiences feels like for people   inviting customers in to tell you about their
who use it and deliver it. Use this pack to develop    experiences and time disseminating what this
an idea of the experience and define what could        means)
be better or added to make your festival truly
innovative.                                            Persona: 2 days
                                                       (Spend time pulling out who the characters are of
Time Frame:                                            your service)

We recommend you run this project over the             Asset Map: 2 days
course of 4-8 weeks.                                   (Pull together a workshop of relevant people and
                                                       organisations to take an asset based approach to
                                                       your festival)
Tools:
                                                       User Values: 1 days
50 Things: 1 day
                                                       (This exercise could take place over a day)
(Choose an activity to focus on)
                                                       POPI: 1 week
Shadowing: 1 week
                                                       (Spend time discussing the problems/opportunities
(Try following someone involved in delivering the
                                                       you spotted and organising this information to
service you are focusing on)
                                                       create service principles to move forward)
Observation: 2 days
                                                       Clustering
(Spend time observing in the places involved in
                                                       (Incorporate in the above)
your focus)
                                                       Brainstorm
Cultural Probe: 2 weeks
                                                       (Incorporate in the above)
(Give yourself time to brainstorm the content of the
probes, send them out, and receive them)
                                                       Idea
                                                       (Incorporate in the above)
Vox Pop: 4 days
(Spend a day on the streets, aim for 5 vox pops per
                                                       Voting
hour and the rest of the time editing the footage
                                                       (Incorporate in the above)
into mini video clips or a mash up of the material
you collected)
                                                       Evaluation Tool: Varied
                                                       (Evaluation could be lengthy/short depending on
Service Walkthrough: 1 day
                                                       the depth of your project)
(Take a day to walk through the service with
someone and get all your photos downloaded
                                                       Brief: 3 days
afterwards and printed off)
                                                       (Give yourself some time to write the brief, don’t
                                                       rush it)
Stakeholder Map: 1/2 day
(Bring your project team together to look at who’s
involved in running/operating/delivering and
making decisions on services)
DISCOVER
50 THINGS                                                              “50 THINGS REALLY SHOWS HOW
                                                                       HARD IT CAN BE FOR A CUSTOMER
This tool is a great way to put
yourself in someone else’s
                                     USE ME TO:                        TO ACCESS OUR FESTIVAL”
shoes.                               •	 Gain	a	new	perspective	on	
                                        experiences	related	to	your	
Pick one activity that is relevant      idea	
to your project and task
everyone in the project with
completing this activity.            YOU WILL NEED:
They then have to write down a       •	 An	activity
list of 50 things related to their   •	 Pen	and	paper
task. What happened? How did
they feel? What did they hear?

For example if you are trying
to improve the way finding of
a particular festival, task the
team with finding their way to
the toilet with vision restricted
glasses. (You can do this using
tape, buying a cheap pair of
sunglasses and colouring
them in etc) Then ask them
to write 50 things about that
experience.
50 THINGS
Pick one activity that is relevant to your project and task everyone in the project with complet-
ing this activity. They then have to write down a list of 50 things related to their task - What hap-
pened? How did they feel? What did they hear? For example, if you are trying to improve the way
finding of a particular festival, task the team with finding their way to the toilet blindfolded in a
venue. They then have to write 50 things about that experience.




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                                                                                                        FESTIVAL
                                                                                                        DESIGN
                                                                                                        DNA
DISCOVER
SHADOWING
Shadowing is the action              USE ME TO:
of following someone to
understand what it is like to live   •	 Gain	insights	from	a	
their life. This can be done over       different	point	of	view
the course of a day, week, or
longer.
                                     •	 Understand	customers	and	   “SHADOWING A BOX OFFICE MANAGER
                                        staff’s

Shadowing can be done in
                                     •	 Motivations/needs
                                     •	 Understanding	what	needs	
                                                                    TOLD ME SO MUCH ABOUT THE
a subtle way by following
a member of staff as they
                                        to	change
                                     •	 Influence	new	ideas	for	
                                                                    PROBLEMS THEY FACE AT PEAK TIMES”
undertake their job, or you may         improvement
want to try asking questions
while you shadow.                    YOU WILL NEED:
The point of shadowing is to
                                     •	 Notepad	and	pen
understand first hand what it is
                                     •	 Audio/visual	capturing	
like to deliver or use a service.
                                        device.	(Camera,	
The outcome is an in-depth
                                        dictaphone,	mobile	phone	
understanding of the good and
                                        app)
bad points of a service.

Take notes, capture audio
and visual and when you have
returned to the studio there is
plenty of material to analyse
and use in communicating
some of the sticking points of
the service.
SHADOWING
Shadowing is the action of following someone to observe and understand what it is like to live
their life. This can be done over the course of a day, a week, or longer. Shadowing can be done
in a subtle way by following a member of staff as they undertake their job, or you may want to try
asking questions while you shadow. The point of shadowing is to understand first hand what it is
like to deliver or use a service.



    Take notes, capture audio and take photographs. When you have returned to the studio
    there is plenty of material to analyse and use in communicating some of the sticking
    points of the service.


    Where are you?


    Who are you shadowing?

    Do they know that you are there?

    Where do they go?




    What do they see?




    Do they talk to anyone?



    What do they touch?



    What else is happening around them (sights, sounds, smells)?




    How long do you shadow for?




                                                                                                     FESTIVAL
                                                                                                     DESIGN
                                                                                                     DNA
DISCOVER                                                     “WE SPENT TIME ON THE HIGH
OBSERVATION                                                           “BIHIYVLJJFLIUAOYGLNUHAPITU
                                                                      STREET OBSERVING PEOPLE
                                                                      GVPAJBV;BBIBZIYOYOCUYVHZCV
                                                                      DURING THE FRINGE”
                                      USE ME TO:
                                                                      HBJHBZLFYH”
Observation is a cheap and
easy way of conducting new
research.                             •	 Create	user	personas
                                      •	 Find	out	more	about	
Using our eyes, stepping                 customers
back and watching customers           •	 Understand	how	a	physical	
engage with a service can                space	works
reveal key information and            •	 Spot	problems	and	
enrich quantitative research.            opportunities
Understanding how users
move in a physical space, their
                                      YOU WILL NEED:
habits, the clothes they wear,
                                      •	 Your	eyes
the bag they carry all build up
                                      •	 Pen	and	paper
a picture of who our customers
are.

All it requires, is for you to take
a step back and observe.
OBSERVATION
Observation is a cheap and easy way of conducting new research. Using our eyes, stepping back
and watching customers engage with a service can reveal key information and enrich quantitative
research. All it takes, is taking a step back and observing.




    Look at how users move in a physical space, their habits, the clothes they wear, the bag
    they carry. All of this builds up a picture of who your customers are.




                                                                             re interesting:
                                                                     that we
                                                          gs I saw
                                                   10 thin




                                                                                                  tos
                                                                                               pho , but
                                                                                       Take u go s
                                                                                              o
                                                                                        as y to be a le.
                                                                                              er       sib
                                                                                       emb as pos act
                                                                                   em te
                                                                                  r
                                                                                         re        in to
                                                                                    disc le beg they
                                                                                          p
                                                                                     Peo ently if ey are
                                                                                            r
                                                                                      diffe that th ed.
                                                                                            w
                                                                                       kno watch
                                                                                        be  ing

                                                                                                         FESTIVAL
                                                                                                         DESIGN
                                                                                                         DNA
DISCOVER                                                     “WE SENT OUT CULTURAL PROBES
                                                                     TO FESTIVAL CUSTOMERS TO
CULTURAL PROBE                                                       UNDERSTAND MORE ABOUT THEIR
A cultural probe is a small       describe how they feel along a     EXPERIENCES”
kit that is sent to a targeted    timeline. They could be sent a
user. The results help you        text throughout intervals in the
understand their life or          day to capture photographs of
experience of a service without   where they are, or what they
a member of the project team      are doing.
or designer being involved.

Kits often include a camera or    USE ME TO:
audio device and a set of tasks
or images a user must capture.    •	 Gather	user	insights
It builds up a visual picture     •	 Create	a	visual	picture	of	
that creates a more in-depth         people’s	lives
understanding of a user’s life
or experience. Cultural probes
are about scratching the          YOU WILL NEED:
surface of peoples thoughts
and behaviours and really         •	 To	design	a	toolkit	and	a	
understanding their life.            bag	to	package	this
                                  •	 Disposable	camera	or	
The kit should be designed           digital	capture	device
to be engaging and capture        •	 Relationship	//	Stakeholder	
nuances that traditional             map.
engagement methods overlook.

For example a user could
be set a diary to document
their day and use stickers to
CULTURAL PROBES
Cultural probes are about getting underneath peoples skin and really understanding their life. The
kit should be designed to be engaging and capture nuances that traditional engagement methods
overlook. For example, a user could be sent a diary to document their day and use stickers to
describe how they feel along a timeline. They could be sent a text throughout intervals in the day
to capture photographs of where they are, or what they are doing.



    Think about making this visually engaging. Brand it as your project, package it, think about
    how it arrives with your user, and how they unpack it.



     Some points to consider when making your kit:


           Who is going to be doing it?


           Where would be best for them to complete it?


           How long should it take?


           Does it need to be documented across days?


           Think about whether a lot of writing is necessary.


           Can your user upload their own photos?


     	     Do	you	need	to	develop	films?


           Are you collecting video or audio content?


           How long do you need to consider for posting items back?


           Should you provide an incentive e.g. coffee vouchers?




                                                                                                     FESTIVAL
                                                                                                     DESIGN
                                                                                                     DNA
DISCOVER
VOX POPPING
This technique is a way to         USE ME TO:
generate “man on the street”
interviews in response to a        •	 Find	out	what	the	public	
particular question such as           think	about	a	particular	
“What is the one reason you           topic
would go to a festival?” Usually   •	 Gain	feedback	on	your	idea
the interviewees are in public
places, and give spontaneous
opinions in a chance encounter
                                   YOU WILL NEED:
— unrehearsed and not
                                   •	 Confidence
selected in any way.
                                   •	 Recording	Equipment
The results of vox popping
are unpredictable and usually
the material needs edited.
Although the two can be
quite often confused, a vox

                                                                   “IN JUST 60 SECONDS WE HAD GOT
pop is not a form of a survey.
Each person is asked the
same question; the aim is to
get a variety of answers and
opinions on any given subject.
                                                                   A SNAPSHOT OF WHO WAS VISITING
The interviewees should be of
various ages, genders, classes                                     OUR FESTIVAL AND WHY”
and communities so that the
diverse views and reactions
of the genera public will be
known.
VOX POPPING
This technique is a way to generate “man on the street” interviews in response to a particular
questions such as “What is the one reason you would go to a festival?” Usually the interviewes
are in public places, and give spontaneous opinions in a chance encounter — unrehearsed and
not selected in any way.




    Consider your questions and how to approach people beforehand. Have questions ready
    but don’t be too prescribed, let the stories emerge.




                           :
                I sp oke to
            Who


                                                                                             edit
                                                                                         can very
                                                                                   You film
                                                                                          r
                                                                                    you ovie or yer
                                                                                       n  iM ia Pla
                                                                                 ily o       ed         t
                                                                             eas ows M pload i
                                                                                   d
                                                                              Win free),
                                                                                             u        log.
                                                                                    h           ps b arge
                                                                               (bot ur grou o ch
                                                                                    yo          t         e
                                                                                to          ber      hon    .
                                                                                     mem cam/p storage
                                                                                 Re flip
                                                                                        r         tr a
                                                                                   you take ex
                                                                                    and

                                                                                                       FESTIVAL
                                                                                                       DESIGN
                                                                                                       DNA
DISCOVER
SERVICE WALKTHROUGH                                                     “WE SPENT TIME PICKING UP
                                                                        TICKETS WITH OUR CUSTOMERS
                                    USE ME TO:
                                                                        AT THE BOX OFFICE”
Walking through an experience
with someone is great way
of capturing how they feel
                                    •	 Gather	visual	evidence	of	
during it and where you can
                                       how	a	festival	works
make improvements or spot
                                    •	 Ideas	on	how	to	improve	
opportunities for innovation.
                                       particular	service	interaction
                                    •	 Empathise	with	the	people	
Try attend a festival show with
                                       you	are	designing	for
someone, organise spending
time with them from booking
the ticket to taking the bus to     YOU WILL NEED:
picking up their ticket to seeing
the show.                           •	 A	customer	who	is	willing	to	
                                       work	with	you
Try and take photographs along      •	 Recording	equipment	
the route from beginning to            (camera/audio)
end, this will give you visual
documentation of how the
experience feels as a whole.
Remember to capture the detail
as well.

How does your customer
interact with the touchpoints of
the festival? Is it easy for them
to find the box office using
signage? Does the website work
well? How do they respond to
the printed ticket?
SERVICE WALKTHROUGHS
Walking through an experience with someone is great way of capturing how they feel during it
and where you can make improvements or spot opportunities for innovation. Try attend a festival
show with someone, organise spending time with them from booking the ticket to taking the
bus to picking up their ticket to seeing the show. Try take photographs along the route from
beginning to end, this will give you visual documentation of how the experience feels as a whole.



    Either walkthrough with someone or as someone. Try walking through with/as a single
    parent, an elderly gentleman, a family with 3 kids, a French exchange student, one of the
    service providers ... how many can you do?
    Print out your images and place them in chonological order. Circling all of the touchpoints
    you encounter will help to draw out the elements of the service.




       what did they say?




                                      how are they feeling?




                                      overall experience?                                      s
                                                                                          rd a        are
                                                                                   R eco . if you
Who are yo                                                                                go        try
           u?                                                                       you ideos, ra
or who are                                                                                 v          e
                                                                                     ing         cam
           you with?                                                             ptur e your us
                                                                              ca ak
                                                                                              cuo
                                                                               to m conspi so that t
                                                                                    n           ,         i
                                                                                as i ssible ct as if
                                                                                      o           a
                                                                                 as p le will
                                                                                       p
                                                                                  peo t there.
                                                                                        o
                                                                                   is n
                                                                                                        FESTIVAL
                                                                                                        DESIGN
                                                                                                        DNA
DISCOVER
RELATIONSHIP / STAKEHOLDER MAP                                       “WE MAPPED OUR CUSTOMERS
                                                                     RELATIONSHIPS TO UNDERSTAND
A stakeholder map can
be used to look at who is
                                    USE ME TO:                       WHAT INFLUENCES THEM”
involved around your theme          •	 Plan	project	relationships	
or project. If consider it as a        and	see	the	big	picture
relationship map we can also
look at individuals and the
relationships they have with
                                    YOU WILL NEED:
organisations, friends, families.
                                    •	 Post	its
A map of stakeholders or            •	 Pens
relationships can be visualised     •	 An	open	mind
using concentric circles with
close relationships being
mapped in the centre and
further away relationships
towards the outer circles.

This is a great way to step
back and look holistically at an
individual or group’s influencing
factors.
RELATIONSHIP / STAKEHOLDER MAP
A stakeholder map is useful at the start of the project to understand what other festival
organisations and other cultural orgs who will be part of your idea. Furthermore, it forces you to
consider other influential stakeholders such as Trip Advisor and Stage Coach Travel. This is a
great way to step back and look at who you want to pull closer into the project and question how
you will do this.



    A map of stakeholders can be visualised using concentric circles with close relationships
    being mapped in the centre and further away relationships towards the outer circles.




                                                                                                       at
                                                                                                  k th
                                                                                          u  thin
                                                                                    If yo will
                                                                                          e
                                                                                      ther t of
                                                                                            lo ertain
                                                                                       ea
                                                                               be quit nt of c our
                                                                                    eme         ss y
                                                                                mov le acro work -
                                                                                     p
                                                                                peo as you res, or ent
                                                                                                  u
                                                                                  map ego fig repres
                                                                                      el           to
                                                                                  us         bies
                                                                                   jel lyba
                                                                                            .
                                                                                     them
                                                                                                     FESTIVAL
                                                                                                     DESIGN
                                                                                                     DNA
DISCOVER                    EVENTS/PLATFORMS/TOOL

ASSET MAP CLASS
Asset mapping is based on the      USE ME TO:
idea that you don’t know what
you need until you know what       •	 Understand	what	you	
you have.                             currently	have
                                   •	 Understand	where	the	gaps	
It is an approach you can use         are
to bring all the positive assets   •	 Discover	untapped	
of your organisation to the           resources	that	you	have	
surface.                              access	too
By holding a session on
asset mapping you can work
                                   YOU WILL NEED:
corroboratively with the people
you invite to really explore the   •	 A	space
depth of the assets in your        •	 An	agenda
festival.                          •	 A	map	or	visualisation	of	
                                      your	organisation	or	location	
                                      (this	can	be	sketched	or	
                                      mocked	up	professionally	
                                      on	publishing	software)
                                   •	 A	wide	range	of	people	from	
                                      your	organisation                “LOOKING POSITIVELY AT WHAT
                                                                       ALREADY EXISTS HIGHLIGHTED
                                                                       NUMEROUS POSSIBILITIES”
DEFINE                                                      “WE WORKED WITH CUSTOMERS TO MAP
CUSTOMER JOURNEY MAP                                                 THEIR JOURNEYS FROM THEIR HOMES TO
                                                                     THE SHOW, IT SHOWED US NUMEROUS PAIN
Customer journey mapping           USE ME TO:
(or sometimes referred to
as user journey mapping,
                                                                     POINTS”
                                   •	   Gain	user	insights
or just journey mapping) is        •	   Discover	latent	needs
about capturing a customer’s       •	   Evaluate	existing	services
experience of a service on         •	   Communicate	new	ideas
paper. It breaks down the
experience step by step by
recording interactions with
                                   YOU WILL NEED:
touchpoints (ticket machines,      •	 A	long	sheet	of	paper	(or	a	
websites, staff, waiting areas).      journey	map	template)
                                   •	 Post	its	&	pens
Most importantly, it considers     •	 Red	&	green	for	positive	&	
how the customer feels at             negative	experiences
each stage of the journey. This
allows you to analyse what
areas of the service might need
improved.

Customer journey mapping can
be done using personas and
‘walking’ the personas through
the service. An even better
way to map a journey is with
the customer themselves. By
asking them what they did and
how they felt, you gain a rich
insight into their experience.
CUSTOMER JOURNEY MAP
Start by thinking about all of the places that your customer visits, all of the elements of the service that they come into contact with. It’s sometimes easier to start in the middle of the story and work backwards
and forwards, drawing each stage. Think about the emotions that your customer experiences at each stage of their journey, pinpiont these on top of your drawings against the + and - signs e.g. “frustrated”
“confused” “excited” Link these together to show the emotional journey undertaken. Take this completed tool on to help you with a P.O.P.I. excercise.




                                                                                                                                                                                                                         FESTIVAL
                                                                                                                                                                                                                         DESIGN
                                                                                                                                                                                                                         DNA
DEFINE
PERSONA                                                               “WE MADE CHARACTERS OF
                                                                      OUR FESTIVAL CUSTOMERS TO
                                   USE ME TO:
                                                                      HELP US UNDERSTAND THEIR
Personas are based on fictional
characters whose profile
summarises the features            •	 Inspire	and	inform	new	
of an existing social group.
This means the personas
                                      ideas
                                   •	 Synthesise	user	
                                                                      NEEDS”
assume the attributes of the          personalities	into	categories
groups they represent: from        •	 Maintain	a	customer	
their social and demographic          centred	process
characteristics, to their own      •	 Test	new	ideas	against	
needs, desires, habits and            reality
cultural backgrounds. They
are designed to help you see a
festival experience from lots of
                                   YOU WILL NEED:
different perspectives.
                                   •	 To	observe	users
                                   •	 Customer	insight	
The tool will prompt you to give
                                      information
the persona a name, a photo,
                                   •	 To	get	this	information	you	
age, occupation and tell their
                                      will	to	conduct	interviews,	
background story.
                                      talk	to	customers/staff,	use	
                                      quantitative	information	to	
The persona should tell us
                                      create	customer	segments
what that person does day to
day, what does their life look
like, what are their personality
traits? Use a key quote to sum
up that person’s thinking, this
makes a persona quick and
easy to understand.
PERSONA                                    Fill in the blanks:
Image / portrait / sketch

                                           NAME


                                           AGE
              DRAW
              HERE                         OCCUPATION / BACKGROUNDS


                                           CHARACTERISTICS




“
                                           MOST LIKELY TO




                                       ”
                                           LEAST LIKELY TO
Why would they attend your festival?
What would they say?
                                                                      FESTIVAL
                                                                      DESIGN
                                                                      DNA
DEFINE
USER VALUES - BREAKING DOWN FINDINGS AND NEEDS MORE               “LISTING USER VALUES PUT
                                                                  OUR IDEAS INTO PERSPECTIVE”
User values is as literal as it   USE ME TO:
sounds. At its most basic,
it is designed to help you        •	 Create	meaningful	service	
in understanding what your           experiences
customers values, generally or    •	 Understand	users
from your service as a whole.

These insights can be gathered
                                  YOU WILL NEED:
through interviews using
                                  •	 Pre-made	templates	of	
generative pre-made values.
                                     hypothetical	values
                                  •	 Space	to	talk	to	user
Test these with users, place
                                  •	 Capturing	device	(camera/
them in order of importance          post	its)
and include some blank            •	 Media	Portrait
templates so customers can
have their own say and feel
involved in the process.
USER VALUES
User values is all about understanding what your customers value. These insights can be
gathered through interviews using generative pre-made values. Test these with users, place them
in order of importance and include some blank templates so customers can have their own say
and feel involved in the process.




    Use the spaces below to write the values that you would like to test your users with,
    remembering to keep some blank for them to fill in themselves. Cut out!




                                                                                             er
                                                                                          emb raph
                                                                                     Rem otog er
                                                                                           h
                                                                                      to p the ord
                                                                                        cord      puts
                                                                                   d re ch user as
                                                                                an ea
                                                                                              in,
                                                                                 that values erson
                                                                                      r
                                                                                  thei as the p
                                                                                                .
                                                                                   well selves
                                                                                    the m


                                                                                                         FESTIVAL
                                                                                                         DESIGN
                                                                                                         DNA
DEFINE
P.O.P.I. (PROBLEMS/OPPORTUNITY/PRINCIPLES/IDEAS)
POPI is a framework for driving      USE ME TO:
the development process.
                                     •	 Tell	a	story	about	how	your	
POPI enables you to work                work	evolved
through insights and research        •	 Drive	forward	a	project
to create principle statements.      •	 See	the	big	picture
                                     •	 Create	well	crafted	principle	
Ideally, this can be used as            statements	
a framework to discover and
define stages of a project and
be used as a point of reference.     YOU WILL NEED:
It is an activity to converge lots   •	 A	wall
of research into a vision.           •	 Some	post	its
                                     •	 People	involved	in	your	
POPI can be used to lay                 project	
findings and ideas on a wall
space so coherent stories
and patterns can be easily
identified.

                                                                         “WHERE DO WE FOCUS OUR
                                                                         EFFORTS ON DEVELOPING THE
                                                                         FESTIVAL EXPERIENCE?”
P.O.P.I.
POPI enables you to work through insights and research to create principle statements.
Ideally, this can be used as a framework to discover and define stages of a project and be used as a point of reference. It is an activity to
converge research into a vision. POPI can be used to lay findings and ideas on a wall space so coherent stories and patterns can be easily
identified.




            PROBLEMS                     OPORTUNITIES                           PRINCIPLES                              IDEAS




                                                                                                                                                FESTIVAL
                                                                                                                                                DESIGN
                                                                                                                                                DNA
DEFINE
CLUSTERING
Clustering is a very useful and   USE ME TO:
often essential tool to use
after a group ‘idea generation’   •	   Group	ideas
session.                          •	   Structure	your	project
                                  •	   Divide	tasks
The outcome of these activities   •	   Make	sense	of	idea	
is often a vast amount of              generation
possible ideas and directions.
It is really useful to group      YOU WILL NEED:
together ideas by common
themes, consistencies or          •	 A	large	wall
important relationships.          •	 Post	its	for	headings/titles
                                  •	 Camera	to	capture	the	
This method can begin to             process
structure the next steps of a
project, begin to divide tasks
and can eliminate the role
of one person taking charge
of the group as everyone’s
ideas cluster together. For
example, you may cluster your
research under themes such as                                       “WE HAD SO MANY THOUGHTS THAT
‘accessibility’ or ‘venue’.
                                                                    WRITING THEM ONTO POST ITS AND
                                                                    CLUSTERING HELPED US TO FIND
                                                                    PATTERNS”
CLUSTERING
Clustering is a very useful and often essential tool to use after a group ‘idea generation’ session
or to help you cluster themes, especially when this includes a lot of reserach. The outcome of
these activities is often a vast amount of possible ideas and directions. It is really useful to group
together ideas by common themes, consistencies or important relationships.




    Think about grouping by actions to be taken, things still to find out, ideas to develop,
    principle ideas and statements. Find the biggest wall you can, and spread your ideas
    across it.




                                                                                                       that
                                                                                              e   sure raph
                                                                                         Mak hotog e
                                                                                               p          r
                                                                                         you rs befo ff
                                                                                               t e
                                                                                         clus         as o
                                                                                   y our the ide these
                                                                                         ng          d
                                                                                    taki all. Ad ur
                                                                                          w           o
                                                                                      the es to y
                                                                                           g            .
                                                                                       ima ct blog
                                                                                             e
                                                                                        proj


                                                                                                              FESTIVAL
                                                                                                              DESIGN
                                                                                                              DNA
DEFINE
BRAINSTORM                                                                  “BRAINSTORMING ALL OUR
                                                                            IDEAS TO IMPROVE OUR
                                       USE ME TO:
                                                                            FESTIVAL WAS EXCITING”
A brainstorm exercise is
when everyone in the room is
encouraged to add ideas onto           •	 Come	up	with	ideas
either a wall or paper. The best       •	 Include	everyone	in	the	project
way to do this is to use post its to
add a small sketch or title of an
idea. The purpose is to allow an
allocated time to come up with
                                       YOU WILL NEED:
as many ideas as possible. This
                                       •	 Pens	&	post	its
requires a few basic rules.
                                       •	 A	large	sheet	of	paper	or	a	
                                          wall
1. Set a timer and stick to it.
Depending on the circumstances
you might want to do short bursts
of 1 to 5 minutes. You may want
to give an hour.

2. Everyone must contribute.

3. Draw in chunky pens (this
means everyone can read it).

4. Every idea counts (no matter
how eccentric).

Even if an idea is about a flying
pig that takes your customers
from one venue to another, it still
counts. Returning to ideas like
this can uncover those nuggets of
brilliance!
BRAINSTORM IDEAS
A brainstorm exercise is when everyone in the room is encouraged to add ideas onto either a wall
or paper. The best way to do this is to use post its to add a small sketch or title of an idea. The
purpose is to allow an allocated time to come up with as many ideas as possible. This requires a
few basic rules.




                   Set a timer and stick to it. Depending on the circumstances you might
                   want to do short bursts of 1 to 5 minutes. You may want to give an
                   hour.

                   Everyone must contribute.

                   Draw in chunky pens (this means everyone can read it)

                   Every idea counts ( no matter how silly )




                                                                                              get
                                                                                         y to our
                                                                                   t wa       y
                                                                           A  grea ps and to
                                                                                    u         is     ays
                                                                              r gro       -up
                                                                         you wrmed ed 50 w
                                                                            ind        call      Give
                                                                   ow n m ercise emon. arge
                                                                            ex        al        ,al      as
                                                                   d o an ueeze inutes quickly
                                                                            q
                                                                       to s ves 5 m and as ays
                                                                          rsel        er        0w
                                                                    you t of pap alise 5 n - the
                                                                           e           u
                                                                      she an, vis a lemo
                                                                             c          e          e
                                                                       you squeez nventiv
                                                                           to          e  i      r.
                                                                                  mor e bette
                                                                                      th
                                                                                                              FESTIVAL
                                                                                                              DESIGN
                                                                                                              DNA
DEFINE
IDEA VOTING
Ever been caught in an             USE ME TO:
argument over which idea is
the best?                          •	 Choose	a	route	forward
                                   •	 Overcome	barriers
Finding it hard to get the group
to move forward and choose
an idea or principle to take on?
                                   YOU WILL NEED:
                                   •	 A	pack	of	sticky	dots
Sticky dots is a way of quickly
and efficiently making a move
forward. It is a democratic way
of decision making.

Take 3 dots each and choose
your three favourite ideas. At
the end, take forward the idea
with the most votes.

The likelihood is that you will
return to other ideas as the
project develops,

REMEMBER!
                                                               “TO REMOVE ARGUMENT WE
Don’t be too precious!                                         VOTED WITH DOTS. SIMPLE
                                                               DECISION MAKING”
IDEA VOTING
Ever been caught in an argument over which idea is the best? Finding it hard to get the group to
move forward and choose an idea or principle to take on? Sticky dots is a way of quickly and
efficiently making a move forward. It is a democratic way of decision making. Take 3 dots each
and choose your three favourite ideas. At the end, take forward the idea with the most votes.




    Find the biggest wall you can, and spread your ideas across it, giving yourself room to
    move them around.




                                                                                                   that
                                                                                          e   sure raph
                                                                                     Mak hotog e
                                                                                           p          r
                                                                                     you rs befo ff
                                                                                           t e
                                                                                     clus         as o
                                                                               y our the ide these
                                                                                     ng          d
                                                                                taki all. Ad ur
                                                                                      w           o
                                                                                  the es to y
                                                                                       g            .
                                                                                   ima ct blog
                                                                                         e
                                                                                    proj


                                                                                                          FESTIVAL
                                                                                                          DESIGN
                                                                                                          DNA
4 1
      DELIVER DISCOVER

           3 2
      DEVELOP DEFINE




                         EXIT
EVALUATION TOOL
In truth, a project doesn’t finish. The
‘project’ can be left at two stages here,
                                               USE ME TO:
either to look for funding to implement the
solution across festivals or to make it real   •	 Gain	insight	on	the	impact	
and then use the design process again to
                                                  your	service	has	had
evaluate how it works in practice. This is
what we call continuous improvement.

Evaluation can be done here in several         YOU WILL NEED:
different ways.

It might be useful at this stage to evaluate   •	 A	survey	to	collect	data
the approach you’ve taken. Does the way        •	 Professional	evaluator
you’ve conducted this project tell you         •	 Customers	to	interview
more than previous ways of conducting
market or customer research?

You could also evaluate and bring
professionals in to look at the impact
of what you have delivered. On the
flip side, you can get some qualitative
and quantitative feedback at this
stage. Use surveys to gauge customer
experience, perhaps focus on some of the
problematic areas you were solving. Does
your solution improve the experience?                                           “WE SPENT TIME GOING BACK TO THE
Qualitative feedback is also important.
Can you go back to the same users
you worked with in the beginning of the
                                                                                SAME CUSTOMERS AFTER WE HAD
process and find out what they think
now? Do they think the experience is
better? Capture these on camera, happy
                                                                                DELIVERED THE SERVICE TO MAKE SURE
customers means more customers.
                                                                                THEY WERE HAPPY”
4 1
    DELIVER DISCOVER

         3 2
    DEVELOP DEFINE




                       EXIT
WRITE A BRIEF (DISCOVER)
At this stage, after getting a
feel for your festival experience,
                                       USE ME TO:
some user needs and what else
                                       •	 Succinctly	communicate	your	
is happening out there you may
                                          project
want to write a brief to bring other
                                       •	 Reflect	on	your	work	and	
professionals in to help you work
                                          process
up the themes and define some of
                                       •	 Extend	the	networks	who	are	
the research into tangibles.
                                          interested	in	your	work
Writing a brief can be a difficult
challenge, it’s important you call     YOU WILL NEED:
on expertise when necessary. A
good brief should outline what         •	 Any	publishing	software
you have found out, a summary of
your research and what steps you
would like to take forward. Keep
the brief fairly open at this stage.

You may want to include your
Slidedeck of findings to ask
companies to develop responses
to the brief before hiring a team to
go into the definition stage.
                                                                         “WE WROTE A SIMPLE BRIEF TO
This brief is more about refining
the research you found and
                                                                         GET HELP ON WHAT OUR
digging deeper on what it means.
                                                                         RESEARCH MEANT”
4 1
       DELIVER DISCOVER

            3 2
       DEVELOP DEFINE




                          EXIT
WRITE A BRIEF (DEVELOP)
At this stage, after developing ideas you
may want to write a brief to bring other               USE ME TO:
professionals in to help you deliver the
solutions. A brief is to outline the aims,
objectives and milestones of your project.             •	 Gain	traction	within	your	
This brief needs to be thorough and articulate            organisation
what you want, setting parameters on what
is to be delivered. Before sending the brief
                                                       •	 Reflect	on	your	process
out, try sharing this with other colleagues, this      •	 Succinctly	communicate	your	
will help to make sure you are communicating              idea
clearly what you want. Remember that
emotive language can be used in a brief, we
can all relate to it and it will allow you to really
emphasise what you are trying to achieve.
This document will become your main point of
reference between you and the development
                                                       YOU WILL NEED:
team.
                                                       •	 Any	publishing	software
Ensure that this document includes:

1. Your aims:
What does your design aim to do? Is it
to encourage more people to come to the
festival?



                                                                                         “WE WROTE UP A BRIEF TO FIND
2.Your target audience:
Who will use this? What age group, sex,
income bracket, location are your target
audience for this. Include some of your


                                                                                         PEOPLE WHO COULD BUILD OUR
earlier design work, it will help to inform the
development team.

3.Your budget and timescale:


                                                                                         SOLUTIONS”
Even if the figure is ball-park, a budget
estimation helps a company to respond to you
realistically on what can be delivered for the
amount you are offerings

4. Examples: Show examples of other services
and products that are similar to your vision
4 1
    DELIVER DISCOVER

         3 2
    DEVELOP DEFINE




                       EXIT
WRITE A BRIEF (DEFINE)
At this stage, after defining
problems in the festival
                                       USE ME TO:
experience, or opportunities to be
                                       •	 Succinctly	communicate	your	
innovative, you may want to write
                                          project
a brief to bring other professionals
                                       •	 Reflect	on	your	work	and	
in to help you work up solutions.
                                          process
A brief is used to outline the aims,
                                       •	 Extend	the	networks	who	are	
objectives and milestones of your
                                          interested	in	your	work
project.

Writing a brief can be a difficult     YOU WILL NEED:
challenge, it’s important you call
on expertise when necessary. A         •	 Any	publishing	software
good brief should outline what
you have found out, a summary of
your research and what steps you
would like to take forward. Keep
the brief fairly open at this stage.


                                                                         “WE PUT OUT A BRIEF FOR PEOPLE TO
You may want to include your
slide deck of findings to ask
companies to develop responses
to the brief before hiring a team
to go into the development
                                                                         RESPOND TO USING THEMES WE HAD
stage. This brief is more about
the early idea stage leading into                                        PULLED TOGETHER DURING THE
development than producing the
final products for the delivery
stage.
                                                                         DEFINITION STAGE”
A process to help you dig deeper on how your
festival is used and delivered. This will help you
 to improve it and build new offerings on top of
                         it.

                    Includes;

                   50 Things
                  Shadowing
                 Observation
                Cultural Probe
                    Vox Pop
             Service Walkthrough
               Stakeholder Map
            Customer Journey Map
                    Persona
                   Asset Map
                  User Values
                     POPI
                   Clustering
               Brainstorm Ideas
                  Idea Voting
                Evaluation Tool
                     Brief



                find out more at
             design.festivalslab.com




          FESTIVAL DESIGN DNA
    An initiative of Edinburgh’s Festivals

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Understand Your Festival

  • 1. UNDERSTAND YOUR FESTIVAL IN DETAIL {A PROCESS TO HELP YOU UNDERSTAND HOW YOUR FESTIVAL IS CURRENTLY USED IN DETAIL TO OUTLINE NEW OPPORTUNITIES FOR DEVELOPMENT}
  • 2. WHERE HAS THIS COME FROM Festival Design DNA is a project produced by Snook for festivalslab. It is both a set of practical tools and an exciting new conversation about what happens when cultural professionals and organisations start to think like designers and work to make the experiences they create better from a person-centred point of view. festivalslab or the Edinburgh Festivals Innovation Lab works with and for the twelve Edinburgh Festivals on how to use new thinking and new tools to the experience of the world’s festival city even better for audiences, creative talent and festival organisations. Snook is a Glasgow-based service design and social innovation agency focusing on transforming the way services are delivered in Scotland, ensuring people come first.
  • 3. UNDERSTAND YOUR FESTIVAL IN DETAIL Purpose: Customer Journey Map: 3 days (Spend a day pulling together your customer The purpose of this pack is to get to grips with journey maps from material you collected, or what your festival experiences feels like for people inviting customers in to tell you about their who use it and deliver it. Use this pack to develop experiences and time disseminating what this an idea of the experience and define what could means) be better or added to make your festival truly innovative. Persona: 2 days (Spend time pulling out who the characters are of Time Frame: your service) We recommend you run this project over the Asset Map: 2 days course of 4-8 weeks. (Pull together a workshop of relevant people and organisations to take an asset based approach to your festival) Tools: User Values: 1 days 50 Things: 1 day (This exercise could take place over a day) (Choose an activity to focus on) POPI: 1 week Shadowing: 1 week (Spend time discussing the problems/opportunities (Try following someone involved in delivering the you spotted and organising this information to service you are focusing on) create service principles to move forward) Observation: 2 days Clustering (Spend time observing in the places involved in (Incorporate in the above) your focus) Brainstorm Cultural Probe: 2 weeks (Incorporate in the above) (Give yourself time to brainstorm the content of the probes, send them out, and receive them) Idea (Incorporate in the above) Vox Pop: 4 days (Spend a day on the streets, aim for 5 vox pops per Voting hour and the rest of the time editing the footage (Incorporate in the above) into mini video clips or a mash up of the material you collected) Evaluation Tool: Varied (Evaluation could be lengthy/short depending on Service Walkthrough: 1 day the depth of your project) (Take a day to walk through the service with someone and get all your photos downloaded Brief: 3 days afterwards and printed off) (Give yourself some time to write the brief, don’t rush it) Stakeholder Map: 1/2 day (Bring your project team together to look at who’s involved in running/operating/delivering and making decisions on services)
  • 4. DISCOVER 50 THINGS “50 THINGS REALLY SHOWS HOW HARD IT CAN BE FOR A CUSTOMER This tool is a great way to put yourself in someone else’s USE ME TO: TO ACCESS OUR FESTIVAL” shoes. • Gain a new perspective on experiences related to your Pick one activity that is relevant idea to your project and task everyone in the project with completing this activity. YOU WILL NEED: They then have to write down a • An activity list of 50 things related to their • Pen and paper task. What happened? How did they feel? What did they hear? For example if you are trying to improve the way finding of a particular festival, task the team with finding their way to the toilet with vision restricted glasses. (You can do this using tape, buying a cheap pair of sunglasses and colouring them in etc) Then ask them to write 50 things about that experience.
  • 5. 50 THINGS Pick one activity that is relevant to your project and task everyone in the project with complet- ing this activity. They then have to write down a list of 50 things related to their task - What hap- pened? How did they feel? What did they hear? For example, if you are trying to improve the way finding of a particular festival, task the team with finding their way to the toilet blindfolded in a venue. They then have to write 50 things about that experience. 1 26 2 27 3 28 4 29 5 30 6 31 7 32 8 33 9 34 10 35 11 36 12 37 13 38 14 39 15 40 16 41 17 42 18 43 19 44 20 45 21 46 22 47 23 48 24 49 25 50 FESTIVAL DESIGN DNA
  • 6. DISCOVER SHADOWING Shadowing is the action USE ME TO: of following someone to understand what it is like to live • Gain insights from a their life. This can be done over different point of view the course of a day, week, or longer. • Understand customers and “SHADOWING A BOX OFFICE MANAGER staff’s Shadowing can be done in • Motivations/needs • Understanding what needs TOLD ME SO MUCH ABOUT THE a subtle way by following a member of staff as they to change • Influence new ideas for PROBLEMS THEY FACE AT PEAK TIMES” undertake their job, or you may improvement want to try asking questions while you shadow. YOU WILL NEED: The point of shadowing is to • Notepad and pen understand first hand what it is • Audio/visual capturing like to deliver or use a service. device. (Camera, The outcome is an in-depth dictaphone, mobile phone understanding of the good and app) bad points of a service. Take notes, capture audio and visual and when you have returned to the studio there is plenty of material to analyse and use in communicating some of the sticking points of the service.
  • 7. SHADOWING Shadowing is the action of following someone to observe and understand what it is like to live their life. This can be done over the course of a day, a week, or longer. Shadowing can be done in a subtle way by following a member of staff as they undertake their job, or you may want to try asking questions while you shadow. The point of shadowing is to understand first hand what it is like to deliver or use a service. Take notes, capture audio and take photographs. When you have returned to the studio there is plenty of material to analyse and use in communicating some of the sticking points of the service. Where are you? Who are you shadowing? Do they know that you are there? Where do they go? What do they see? Do they talk to anyone? What do they touch? What else is happening around them (sights, sounds, smells)? How long do you shadow for? FESTIVAL DESIGN DNA
  • 8. DISCOVER “WE SPENT TIME ON THE HIGH OBSERVATION “BIHIYVLJJFLIUAOYGLNUHAPITU STREET OBSERVING PEOPLE GVPAJBV;BBIBZIYOYOCUYVHZCV DURING THE FRINGE” USE ME TO: HBJHBZLFYH” Observation is a cheap and easy way of conducting new research. • Create user personas • Find out more about Using our eyes, stepping customers back and watching customers • Understand how a physical engage with a service can space works reveal key information and • Spot problems and enrich quantitative research. opportunities Understanding how users move in a physical space, their YOU WILL NEED: habits, the clothes they wear, • Your eyes the bag they carry all build up • Pen and paper a picture of who our customers are. All it requires, is for you to take a step back and observe.
  • 9. OBSERVATION Observation is a cheap and easy way of conducting new research. Using our eyes, stepping back and watching customers engage with a service can reveal key information and enrich quantitative research. All it takes, is taking a step back and observing. Look at how users move in a physical space, their habits, the clothes they wear, the bag they carry. All of this builds up a picture of who your customers are. re interesting: that we gs I saw 10 thin tos pho , but Take u go s o as y to be a le. er sib emb as pos act em te r re in to disc le beg they p Peo ently if ey are r diffe that th ed. w kno watch be ing FESTIVAL DESIGN DNA
  • 10. DISCOVER “WE SENT OUT CULTURAL PROBES TO FESTIVAL CUSTOMERS TO CULTURAL PROBE UNDERSTAND MORE ABOUT THEIR A cultural probe is a small describe how they feel along a EXPERIENCES” kit that is sent to a targeted timeline. They could be sent a user. The results help you text throughout intervals in the understand their life or day to capture photographs of experience of a service without where they are, or what they a member of the project team are doing. or designer being involved. Kits often include a camera or USE ME TO: audio device and a set of tasks or images a user must capture. • Gather user insights It builds up a visual picture • Create a visual picture of that creates a more in-depth people’s lives understanding of a user’s life or experience. Cultural probes are about scratching the YOU WILL NEED: surface of peoples thoughts and behaviours and really • To design a toolkit and a understanding their life. bag to package this • Disposable camera or The kit should be designed digital capture device to be engaging and capture • Relationship // Stakeholder nuances that traditional map. engagement methods overlook. For example a user could be set a diary to document their day and use stickers to
  • 11. CULTURAL PROBES Cultural probes are about getting underneath peoples skin and really understanding their life. The kit should be designed to be engaging and capture nuances that traditional engagement methods overlook. For example, a user could be sent a diary to document their day and use stickers to describe how they feel along a timeline. They could be sent a text throughout intervals in the day to capture photographs of where they are, or what they are doing. Think about making this visually engaging. Brand it as your project, package it, think about how it arrives with your user, and how they unpack it. Some points to consider when making your kit: Who is going to be doing it? Where would be best for them to complete it? How long should it take? Does it need to be documented across days? Think about whether a lot of writing is necessary. Can your user upload their own photos? Do you need to develop films? Are you collecting video or audio content? How long do you need to consider for posting items back? Should you provide an incentive e.g. coffee vouchers? FESTIVAL DESIGN DNA
  • 12. DISCOVER VOX POPPING This technique is a way to USE ME TO: generate “man on the street” interviews in response to a • Find out what the public particular question such as think about a particular “What is the one reason you topic would go to a festival?” Usually • Gain feedback on your idea the interviewees are in public places, and give spontaneous opinions in a chance encounter YOU WILL NEED: — unrehearsed and not • Confidence selected in any way. • Recording Equipment The results of vox popping are unpredictable and usually the material needs edited. Although the two can be quite often confused, a vox “IN JUST 60 SECONDS WE HAD GOT pop is not a form of a survey. Each person is asked the same question; the aim is to get a variety of answers and opinions on any given subject. A SNAPSHOT OF WHO WAS VISITING The interviewees should be of various ages, genders, classes OUR FESTIVAL AND WHY” and communities so that the diverse views and reactions of the genera public will be known.
  • 13. VOX POPPING This technique is a way to generate “man on the street” interviews in response to a particular questions such as “What is the one reason you would go to a festival?” Usually the interviewes are in public places, and give spontaneous opinions in a chance encounter — unrehearsed and not selected in any way. Consider your questions and how to approach people beforehand. Have questions ready but don’t be too prescribed, let the stories emerge. : I sp oke to Who edit can very You film r you ovie or yer n iM ia Pla ily o ed t eas ows M pload i d Win free), u log. h ps b arge (bot ur grou o ch yo t e to ber hon . mem cam/p storage Re flip r tr a you take ex and FESTIVAL DESIGN DNA
  • 14. DISCOVER SERVICE WALKTHROUGH “WE SPENT TIME PICKING UP TICKETS WITH OUR CUSTOMERS USE ME TO: AT THE BOX OFFICE” Walking through an experience with someone is great way of capturing how they feel • Gather visual evidence of during it and where you can how a festival works make improvements or spot • Ideas on how to improve opportunities for innovation. particular service interaction • Empathise with the people Try attend a festival show with you are designing for someone, organise spending time with them from booking the ticket to taking the bus to YOU WILL NEED: picking up their ticket to seeing the show. • A customer who is willing to work with you Try and take photographs along • Recording equipment the route from beginning to (camera/audio) end, this will give you visual documentation of how the experience feels as a whole. Remember to capture the detail as well. How does your customer interact with the touchpoints of the festival? Is it easy for them to find the box office using signage? Does the website work well? How do they respond to the printed ticket?
  • 15. SERVICE WALKTHROUGHS Walking through an experience with someone is great way of capturing how they feel during it and where you can make improvements or spot opportunities for innovation. Try attend a festival show with someone, organise spending time with them from booking the ticket to taking the bus to picking up their ticket to seeing the show. Try take photographs along the route from beginning to end, this will give you visual documentation of how the experience feels as a whole. Either walkthrough with someone or as someone. Try walking through with/as a single parent, an elderly gentleman, a family with 3 kids, a French exchange student, one of the service providers ... how many can you do? Print out your images and place them in chonological order. Circling all of the touchpoints you encounter will help to draw out the elements of the service. what did they say? how are they feeling? overall experience? s rd a are R eco . if you Who are yo go try u? you ideos, ra or who are v e ing cam you with? ptur e your us ca ak cuo to m conspi so that t n , i as i ssible ct as if o a as p le will p peo t there. o is n FESTIVAL DESIGN DNA
  • 16. DISCOVER RELATIONSHIP / STAKEHOLDER MAP “WE MAPPED OUR CUSTOMERS RELATIONSHIPS TO UNDERSTAND A stakeholder map can be used to look at who is USE ME TO: WHAT INFLUENCES THEM” involved around your theme • Plan project relationships or project. If consider it as a and see the big picture relationship map we can also look at individuals and the relationships they have with YOU WILL NEED: organisations, friends, families. • Post its A map of stakeholders or • Pens relationships can be visualised • An open mind using concentric circles with close relationships being mapped in the centre and further away relationships towards the outer circles. This is a great way to step back and look holistically at an individual or group’s influencing factors.
  • 17. RELATIONSHIP / STAKEHOLDER MAP A stakeholder map is useful at the start of the project to understand what other festival organisations and other cultural orgs who will be part of your idea. Furthermore, it forces you to consider other influential stakeholders such as Trip Advisor and Stage Coach Travel. This is a great way to step back and look at who you want to pull closer into the project and question how you will do this. A map of stakeholders can be visualised using concentric circles with close relationships being mapped in the centre and further away relationships towards the outer circles. at k th u thin If yo will e ther t of lo ertain ea be quit nt of c our eme ss y mov le acro work - p peo as you res, or ent u map ego fig repres el to us bies jel lyba . them FESTIVAL DESIGN DNA
  • 18. DISCOVER EVENTS/PLATFORMS/TOOL ASSET MAP CLASS Asset mapping is based on the USE ME TO: idea that you don’t know what you need until you know what • Understand what you you have. currently have • Understand where the gaps It is an approach you can use are to bring all the positive assets • Discover untapped of your organisation to the resources that you have surface. access too By holding a session on asset mapping you can work YOU WILL NEED: corroboratively with the people you invite to really explore the • A space depth of the assets in your • An agenda festival. • A map or visualisation of your organisation or location (this can be sketched or mocked up professionally on publishing software) • A wide range of people from your organisation “LOOKING POSITIVELY AT WHAT ALREADY EXISTS HIGHLIGHTED NUMEROUS POSSIBILITIES”
  • 19. DEFINE “WE WORKED WITH CUSTOMERS TO MAP CUSTOMER JOURNEY MAP THEIR JOURNEYS FROM THEIR HOMES TO THE SHOW, IT SHOWED US NUMEROUS PAIN Customer journey mapping USE ME TO: (or sometimes referred to as user journey mapping, POINTS” • Gain user insights or just journey mapping) is • Discover latent needs about capturing a customer’s • Evaluate existing services experience of a service on • Communicate new ideas paper. It breaks down the experience step by step by recording interactions with YOU WILL NEED: touchpoints (ticket machines, • A long sheet of paper (or a websites, staff, waiting areas). journey map template) • Post its & pens Most importantly, it considers • Red & green for positive & how the customer feels at negative experiences each stage of the journey. This allows you to analyse what areas of the service might need improved. Customer journey mapping can be done using personas and ‘walking’ the personas through the service. An even better way to map a journey is with the customer themselves. By asking them what they did and how they felt, you gain a rich insight into their experience.
  • 20. CUSTOMER JOURNEY MAP Start by thinking about all of the places that your customer visits, all of the elements of the service that they come into contact with. It’s sometimes easier to start in the middle of the story and work backwards and forwards, drawing each stage. Think about the emotions that your customer experiences at each stage of their journey, pinpiont these on top of your drawings against the + and - signs e.g. “frustrated” “confused” “excited” Link these together to show the emotional journey undertaken. Take this completed tool on to help you with a P.O.P.I. excercise. FESTIVAL DESIGN DNA
  • 21. DEFINE PERSONA “WE MADE CHARACTERS OF OUR FESTIVAL CUSTOMERS TO USE ME TO: HELP US UNDERSTAND THEIR Personas are based on fictional characters whose profile summarises the features • Inspire and inform new of an existing social group. This means the personas ideas • Synthesise user NEEDS” assume the attributes of the personalities into categories groups they represent: from • Maintain a customer their social and demographic centred process characteristics, to their own • Test new ideas against needs, desires, habits and reality cultural backgrounds. They are designed to help you see a festival experience from lots of YOU WILL NEED: different perspectives. • To observe users • Customer insight The tool will prompt you to give information the persona a name, a photo, • To get this information you age, occupation and tell their will to conduct interviews, background story. talk to customers/staff, use quantitative information to The persona should tell us create customer segments what that person does day to day, what does their life look like, what are their personality traits? Use a key quote to sum up that person’s thinking, this makes a persona quick and easy to understand.
  • 22. PERSONA Fill in the blanks: Image / portrait / sketch NAME AGE DRAW HERE OCCUPATION / BACKGROUNDS CHARACTERISTICS “ MOST LIKELY TO ” LEAST LIKELY TO Why would they attend your festival? What would they say? FESTIVAL DESIGN DNA
  • 23. DEFINE USER VALUES - BREAKING DOWN FINDINGS AND NEEDS MORE “LISTING USER VALUES PUT OUR IDEAS INTO PERSPECTIVE” User values is as literal as it USE ME TO: sounds. At its most basic, it is designed to help you • Create meaningful service in understanding what your experiences customers values, generally or • Understand users from your service as a whole. These insights can be gathered YOU WILL NEED: through interviews using • Pre-made templates of generative pre-made values. hypothetical values • Space to talk to user Test these with users, place • Capturing device (camera/ them in order of importance post its) and include some blank • Media Portrait templates so customers can have their own say and feel involved in the process.
  • 24. USER VALUES User values is all about understanding what your customers value. These insights can be gathered through interviews using generative pre-made values. Test these with users, place them in order of importance and include some blank templates so customers can have their own say and feel involved in the process. Use the spaces below to write the values that you would like to test your users with, remembering to keep some blank for them to fill in themselves. Cut out! er emb raph Rem otog er h to p the ord cord puts d re ch user as an ea in, that values erson r thei as the p . well selves the m FESTIVAL DESIGN DNA
  • 25. DEFINE P.O.P.I. (PROBLEMS/OPPORTUNITY/PRINCIPLES/IDEAS) POPI is a framework for driving USE ME TO: the development process. • Tell a story about how your POPI enables you to work work evolved through insights and research • Drive forward a project to create principle statements. • See the big picture • Create well crafted principle Ideally, this can be used as statements a framework to discover and define stages of a project and be used as a point of reference. YOU WILL NEED: It is an activity to converge lots • A wall of research into a vision. • Some post its • People involved in your POPI can be used to lay project findings and ideas on a wall space so coherent stories and patterns can be easily identified. “WHERE DO WE FOCUS OUR EFFORTS ON DEVELOPING THE FESTIVAL EXPERIENCE?”
  • 26. P.O.P.I. POPI enables you to work through insights and research to create principle statements. Ideally, this can be used as a framework to discover and define stages of a project and be used as a point of reference. It is an activity to converge research into a vision. POPI can be used to lay findings and ideas on a wall space so coherent stories and patterns can be easily identified. PROBLEMS OPORTUNITIES PRINCIPLES IDEAS FESTIVAL DESIGN DNA
  • 27. DEFINE CLUSTERING Clustering is a very useful and USE ME TO: often essential tool to use after a group ‘idea generation’ • Group ideas session. • Structure your project • Divide tasks The outcome of these activities • Make sense of idea is often a vast amount of generation possible ideas and directions. It is really useful to group YOU WILL NEED: together ideas by common themes, consistencies or • A large wall important relationships. • Post its for headings/titles • Camera to capture the This method can begin to process structure the next steps of a project, begin to divide tasks and can eliminate the role of one person taking charge of the group as everyone’s ideas cluster together. For example, you may cluster your research under themes such as “WE HAD SO MANY THOUGHTS THAT ‘accessibility’ or ‘venue’. WRITING THEM ONTO POST ITS AND CLUSTERING HELPED US TO FIND PATTERNS”
  • 28. CLUSTERING Clustering is a very useful and often essential tool to use after a group ‘idea generation’ session or to help you cluster themes, especially when this includes a lot of reserach. The outcome of these activities is often a vast amount of possible ideas and directions. It is really useful to group together ideas by common themes, consistencies or important relationships. Think about grouping by actions to be taken, things still to find out, ideas to develop, principle ideas and statements. Find the biggest wall you can, and spread your ideas across it. that e sure raph Mak hotog e p r you rs befo ff t e clus as o y our the ide these ng d taki all. Ad ur w o the es to y g . ima ct blog e proj FESTIVAL DESIGN DNA
  • 29. DEFINE BRAINSTORM “BRAINSTORMING ALL OUR IDEAS TO IMPROVE OUR USE ME TO: FESTIVAL WAS EXCITING” A brainstorm exercise is when everyone in the room is encouraged to add ideas onto • Come up with ideas either a wall or paper. The best • Include everyone in the project way to do this is to use post its to add a small sketch or title of an idea. The purpose is to allow an allocated time to come up with YOU WILL NEED: as many ideas as possible. This • Pens & post its requires a few basic rules. • A large sheet of paper or a wall 1. Set a timer and stick to it. Depending on the circumstances you might want to do short bursts of 1 to 5 minutes. You may want to give an hour. 2. Everyone must contribute. 3. Draw in chunky pens (this means everyone can read it). 4. Every idea counts (no matter how eccentric). Even if an idea is about a flying pig that takes your customers from one venue to another, it still counts. Returning to ideas like this can uncover those nuggets of brilliance!
  • 30. BRAINSTORM IDEAS A brainstorm exercise is when everyone in the room is encouraged to add ideas onto either a wall or paper. The best way to do this is to use post its to add a small sketch or title of an idea. The purpose is to allow an allocated time to come up with as many ideas as possible. This requires a few basic rules. Set a timer and stick to it. Depending on the circumstances you might want to do short bursts of 1 to 5 minutes. You may want to give an hour. Everyone must contribute. Draw in chunky pens (this means everyone can read it) Every idea counts ( no matter how silly ) get y to our t wa y A grea ps and to u is ays r gro -up you wrmed ed 50 w ind call Give ow n m ercise emon. arge ex al ,al as d o an ueeze inutes quickly q to s ves 5 m and as ays rsel er 0w you t of pap alise 5 n - the e u she an, vis a lemo c e e you squeez nventiv to e i r. mor e bette th FESTIVAL DESIGN DNA
  • 31. DEFINE IDEA VOTING Ever been caught in an USE ME TO: argument over which idea is the best? • Choose a route forward • Overcome barriers Finding it hard to get the group to move forward and choose an idea or principle to take on? YOU WILL NEED: • A pack of sticky dots Sticky dots is a way of quickly and efficiently making a move forward. It is a democratic way of decision making. Take 3 dots each and choose your three favourite ideas. At the end, take forward the idea with the most votes. The likelihood is that you will return to other ideas as the project develops, REMEMBER! “TO REMOVE ARGUMENT WE Don’t be too precious! VOTED WITH DOTS. SIMPLE DECISION MAKING”
  • 32. IDEA VOTING Ever been caught in an argument over which idea is the best? Finding it hard to get the group to move forward and choose an idea or principle to take on? Sticky dots is a way of quickly and efficiently making a move forward. It is a democratic way of decision making. Take 3 dots each and choose your three favourite ideas. At the end, take forward the idea with the most votes. Find the biggest wall you can, and spread your ideas across it, giving yourself room to move them around. that e sure raph Mak hotog e p r you rs befo ff t e clus as o y our the ide these ng d taki all. Ad ur w o the es to y g . ima ct blog e proj FESTIVAL DESIGN DNA
  • 33. 4 1 DELIVER DISCOVER 3 2 DEVELOP DEFINE EXIT EVALUATION TOOL In truth, a project doesn’t finish. The ‘project’ can be left at two stages here, USE ME TO: either to look for funding to implement the solution across festivals or to make it real • Gain insight on the impact and then use the design process again to your service has had evaluate how it works in practice. This is what we call continuous improvement. Evaluation can be done here in several YOU WILL NEED: different ways. It might be useful at this stage to evaluate • A survey to collect data the approach you’ve taken. Does the way • Professional evaluator you’ve conducted this project tell you • Customers to interview more than previous ways of conducting market or customer research? You could also evaluate and bring professionals in to look at the impact of what you have delivered. On the flip side, you can get some qualitative and quantitative feedback at this stage. Use surveys to gauge customer experience, perhaps focus on some of the problematic areas you were solving. Does your solution improve the experience? “WE SPENT TIME GOING BACK TO THE Qualitative feedback is also important. Can you go back to the same users you worked with in the beginning of the SAME CUSTOMERS AFTER WE HAD process and find out what they think now? Do they think the experience is better? Capture these on camera, happy DELIVERED THE SERVICE TO MAKE SURE customers means more customers. THEY WERE HAPPY”
  • 34. 4 1 DELIVER DISCOVER 3 2 DEVELOP DEFINE EXIT WRITE A BRIEF (DISCOVER) At this stage, after getting a feel for your festival experience, USE ME TO: some user needs and what else • Succinctly communicate your is happening out there you may project want to write a brief to bring other • Reflect on your work and professionals in to help you work process up the themes and define some of • Extend the networks who are the research into tangibles. interested in your work Writing a brief can be a difficult challenge, it’s important you call YOU WILL NEED: on expertise when necessary. A good brief should outline what • Any publishing software you have found out, a summary of your research and what steps you would like to take forward. Keep the brief fairly open at this stage. You may want to include your Slidedeck of findings to ask companies to develop responses to the brief before hiring a team to go into the definition stage. “WE WROTE A SIMPLE BRIEF TO This brief is more about refining the research you found and GET HELP ON WHAT OUR digging deeper on what it means. RESEARCH MEANT”
  • 35. 4 1 DELIVER DISCOVER 3 2 DEVELOP DEFINE EXIT WRITE A BRIEF (DEVELOP) At this stage, after developing ideas you may want to write a brief to bring other USE ME TO: professionals in to help you deliver the solutions. A brief is to outline the aims, objectives and milestones of your project. • Gain traction within your This brief needs to be thorough and articulate organisation what you want, setting parameters on what is to be delivered. Before sending the brief • Reflect on your process out, try sharing this with other colleagues, this • Succinctly communicate your will help to make sure you are communicating idea clearly what you want. Remember that emotive language can be used in a brief, we can all relate to it and it will allow you to really emphasise what you are trying to achieve. This document will become your main point of reference between you and the development YOU WILL NEED: team. • Any publishing software Ensure that this document includes: 1. Your aims: What does your design aim to do? Is it to encourage more people to come to the festival? “WE WROTE UP A BRIEF TO FIND 2.Your target audience: Who will use this? What age group, sex, income bracket, location are your target audience for this. Include some of your PEOPLE WHO COULD BUILD OUR earlier design work, it will help to inform the development team. 3.Your budget and timescale: SOLUTIONS” Even if the figure is ball-park, a budget estimation helps a company to respond to you realistically on what can be delivered for the amount you are offerings 4. Examples: Show examples of other services and products that are similar to your vision
  • 36. 4 1 DELIVER DISCOVER 3 2 DEVELOP DEFINE EXIT WRITE A BRIEF (DEFINE) At this stage, after defining problems in the festival USE ME TO: experience, or opportunities to be • Succinctly communicate your innovative, you may want to write project a brief to bring other professionals • Reflect on your work and in to help you work up solutions. process A brief is used to outline the aims, • Extend the networks who are objectives and milestones of your interested in your work project. Writing a brief can be a difficult YOU WILL NEED: challenge, it’s important you call on expertise when necessary. A • Any publishing software good brief should outline what you have found out, a summary of your research and what steps you would like to take forward. Keep the brief fairly open at this stage. “WE PUT OUT A BRIEF FOR PEOPLE TO You may want to include your slide deck of findings to ask companies to develop responses to the brief before hiring a team to go into the development RESPOND TO USING THEMES WE HAD stage. This brief is more about the early idea stage leading into PULLED TOGETHER DURING THE development than producing the final products for the delivery stage. DEFINITION STAGE”
  • 37. A process to help you dig deeper on how your festival is used and delivered. This will help you to improve it and build new offerings on top of it. Includes; 50 Things Shadowing Observation Cultural Probe Vox Pop Service Walkthrough Stakeholder Map Customer Journey Map Persona Asset Map User Values POPI Clustering Brainstorm Ideas Idea Voting Evaluation Tool Brief find out more at design.festivalslab.com FESTIVAL DESIGN DNA An initiative of Edinburgh’s Festivals