Morris Museum Case Study And Sea Overview 2011

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

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

Our Agenda

  What Is Experience Design (XD)?

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

  Case Study: The Morris Museum

  Discussion: Who Is Delivering Interesting Experiences?

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


Who Am I?

  Graduated BU ’98, BA in Literature
  Graduated SHU ‘00, MA in Literate
  AKA Prof MacLaren, 98-00 (English Dept)
  Married Rich Hall, AKA “The Donk”, SHU ’99,
Stillman School of Business

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

  MISI 07-Present, XD Strategist and AD

  Museum Experience
  Worked with the MET 2002-2003 on Digital
Experience for “Manet/Velazquez: The French
Taste for Spanish Painting”
  Other Museums/ Cultural Projects of Note: Wolf
Trap, Atlanta Museum, The Louvre
  Began working with Morris Museum Spring ‘10

3

What is Experience Design (XD)?


It goes beyond putting the button in the right spot…
Experience Design comprises of ALL of the formal and informal
interactions that occur between you and your customer across both
digital and analog channels

5

If You Take Away Nothing Else…

Who is your audience?

What are they trying to do?

How can you help them do it?

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What is Strategic Experience Alignment (SEA)?


Once Upon A Time…

8

From where they stand, their priorities clash

9

Enter Joe Patron

10

…who gets caught in the middle

11

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

12

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

13

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

SUCCESS
14

Are we helping him to succeed?

SUCCESS
15

Strategic Experience Alignment:
Aligning systems, processes and
people with the experiences a
business must support in order to
achieve their strategic objectives

16

“Everything I learned about User Experience I Learned From Jimmy Buffet”
by Greg Hintermeister, Interactions Magazine

It’s All About the End-to-End Experience – “…Like catching up with
old friends you never you knew you had in a familiar place you’ve
never visited.”
New-
Comer Purchasing Tickets Contributing Factors in the Experience
Online
•  Easy process It’s All About the Performance
•  Parking included

•  The performance is the core service so it must
be spot on or it’s a deal-breaker.
Interim Planning
•  Parrothead Newsletter on
“planning and getting
It’s All About Delivering the Basics… Flawlessly
Loyal Fan
started”
•  Most songs are basic, overplayed and
everyone knows them – but that’s what
people are there for so sing it loud and proud.
It’s All About Being Social
•  Buffett concerts turn individual strangers into
“loyal friends who will use word of mouth,
money, and emotion to promote his product.”
Post-Show Arriving in Concert
•  Morning-after brunch with City It’s All About Trust
strangers who are now
•  Friendly hotel employees
friends who know what you’re
here for
•  Buffett-fans invest enormous time and money
to see a concert because there is implicit trust
that it is worthwhile in the end.
It’s All About the Attitude
•  Buffett’s brand is his laid-back, smile and
Concert Pre-show / laugh attitude that is pulled through at every
•  The core of the whole Tailgating touchpoint of the concert experience.
experience •  Buffett sponsored
activities to set the
atmosphere

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Like it or not, Your Museum IS Your Business

  Your visitors are your customers

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

  Every time they interact with you, they experience your brand

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

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

Don’t underestimate the power of the smallest interaction.

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Story Time: The Morris Museum


Story Time: The Morris Museum and SEA

  Prior to 1927 – Objects and Artifacts
for display @ Morristown
Neighborhood House
  1927 – Continues to grow, focus on
education and engagement
  1938-1956 – Museum occupies Maple
Avenue School, focus on community
relationship building – particularly with
local schools
  1943 – Museum incorporated,
education outreach
  1963 – Moves to “Twin Oaks, the
former Frelinghusen Estate (the old
mansion)
  1970 = Gallery space increased, 312-
seat theater added
  1990 – Complex further expanded to
75,524 (modern architecture design to
new additions)

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

Agenda
I. Approach III. What’s Next?
Our Mission
Research Overview IV. A Little Surprise
Who We Spoke To

II. Key Themes
Branding
Marketing
Physical Space

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

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

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

  Attendance & Enjoyment
  Membership & Donation
  Volunteerism & Engagement


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

  Community awareness
  Perceptions of the current experience at
the Museum and Theater Marketing
Tactics
Physical
  Perceptions of current brand and Space
marketing materials
  Key support drivers
  Areas of opportunity for expanding the Volunteers

reach of the Museum and Theater
  General online behaviors

Actual Experience


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

Museum
Intercepts

Theatre Branding
Intercepts Sessions

Research
included 390
participants

Online
Community
Competitive
Intercepts
Assessment

Online /
Email
Surveys

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


Theme:

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

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


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


Spatial Recommendations: Leverage Lobby Area as a “Hook”

Center Door

Signage

Tabl
Signage e
Gift Shop

Desk
Tabl
e Tabl
e
Tabl
e
Tabl
e
Tabl
e Museum

Office
Tabl Welcome
e Area
Kiosk Kiosk
Tabl
e
Tabl
e

Signage
Kiosk

Signage

Restroom Theatre Entrance
Theatre Signage

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

Discussion: Who Is Delivering Interesting Experiences?


A Few Examples to Get Us Started

  MET
  Egyptian Exhibit – general experience and ambiance

  Seattle Center
  Student Dossiers & “Edutainment”

  Wolf Trap
  Benefactor and Donor Engagement

  National Museum of the American Indian
  Collaborative Program Design (Curators, Educators, Students/Visitors,
and Technologists)
  “Giving Museum Goers What They Want”, (NYT 05132010:
http://www.nytimes.com/2010/05/16/arts/design/16oakland.html?
src=me&ref=arts )

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


A Few Examples to Get Us Started

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

  Virtual and Second Life Galleries
  MET (Comparative Art, Art in Context)
  Virtual Gallerie (http://www.virtualgallerie.com/)
  Wide Open Education (
http://oedb.org/blogs/wideopen/2007/old-masters-picture-gallery-in-
second-life/ )

  Social Media

  …
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Thank you!

Jerilyn MacLaren-Hall
MISI Experience Design Strategist
jmaclarenhall@misicompany.com

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

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


Morris Museum Case Study And Sea Overview 2011

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