CARNEGIE MUSEUM OF NATURAL HISTORY Alternative Digital Experience
Carson Beyl + Alie Brown + Jenny Eishingdrelo + Thea Mann
PROJECT OVERVIEW
DEVELOPMENT
Problem Definition Problem Indicators Considerations & Constraints Opportunities Problem Re-Definition
Ideation Concept Sketches Prototype + Testing
STRATEGY General Requirements Objectives & Scheduling
ANALYSIS Diagrammatic Analysis Heuristics
DESIGN CRITERIA Synoptic Statement Criteria Design Projections
SYSTEM CONCEPT Solution Visual Language Projections RFID Keys Make Your Own Collection Collectibles Collection Vault
RECOMMENDATIONS Production Business Plan
REFLECTION
PROJECT OVERVIEW
PROBLEM DEFINITION Carnegie Museum of Natural History (CMNH)
visit, attend a program, or go to the CMNH website.
has been a hub for some of the best and brightest
CMNH is particularly interested in using new forms
scientists in the world for more than 114 years. Today,
of digital media to target college-aged visitors,
CMNH scientists are working to increase knowledge
helping them understand the richness of the Museum
of life on Earth through the study and collection
research programs and their connection to our
of specimens reflecting our planet’s biological,
planet’s biological, cultural, and geological diversity.
cultural, and geological diversity. While CMNH scientists are highly regarded and renowned in their own fields, the Pittsburgh public is not aware of the cutting edge research that is happening in their local community. CMNH recognizes that they need to better communicate their current scientific activities to the public in order to bridge the gap between what is happening behind the scenes at the Museum and what the public sees and experiences when they
PROBLEM INDICATORS OUTSIDE ENVIRONMENT Currently, the only significant outside indicators that CMNH is an active, exciting destination are the large banners and the massive dinosaur statue which occasionally changes scarves. College students need to be able to recognize and engage with something outside the museum in order to find the incentive to go inside the museum.
INSIDE ENVIRONMENT Although there are several touch screens and digital displays scattered throughout the museum, people seem to skip over them or only spend a couple seconds at each one. There is nothing surrounding the screen displays that enhances the experience or changes the context and the level of interaction is minimal.
TECHNICAL The touch screens already installed in the museum are set up in a traditional desktop style, which fails to engage college students. Students are so used to seeing desktop monitors, that they pass by them without even attempting to interact with them for more than a few seconds. Touch screens are the primary form of technology within the museum, but here are plenty of other forms of digital media that could be utilized throughout the museum; including: projected media, RFID technology, twitter tags, etc.
EMOTIONAL The digital media currently installed at CMNH does not invoke any sense of mystery, creativity, or wonder because today’s college students and young adults are so used to seeing touch screen displays and video footage playing on flat screens. They want something new and exciting–something they have never seen before. If we start to think more creatively about how digital media could be utilized, CMNH could easily incorporate a variety of alternative digital interfaces that college students would find more engaging and relevant to their own lives.
CULTURAL FACTORS College students are generally active, social, welleducated, culturally diverse, and tech-savvy. They are accustomed to intuitive, fast interactions with technology. Usually they do not have the interest or patience to stand around and wait for information. In a museum setting, they appreciate interesting facts and rich learning experiences; however, they are quick to pass over information that does not interest or amuse them at first glance.
AN AVERAGE DAY COLLEGE STUDENTS + DIGITAL MEDIA We recorded the average amount of minutes each of us spent using digital media in one day.
180 120 60
60
30
5 Netflix
HBO
300 iTunes
Youtube
120
Spotify
120
20 180
Pandora
Blogs
10
7
News
15 Shopping
Classwork
60 10 Texting
Tweets
5 Camera
7 GPS
Games
TV + Movies Music Browsing Mobile
CONSIDERATIONS & CONSTRAINTS USER GROUP
MARKET CONSTRAINTS
+ Local college student
Young adults, particularly college students, are
+ 18-25 years old
a difficult market for the museum because they
+ Multi-Lingual
have busy lives and social schedules. They want
+ Wide variety of ethnicities and cultural
entertaining, meaningful, personal experiences
backgrounds + Limited free time
and, too often, they probably fail to see how the information at CMNH relates to their own life. ENVIRONMENTAL CONSTRAINTS CMNH is a traditional museum. Most of the displays and models are static and intricately constructed. We do not want to create a large divide between the digital and the traditional displays; instead, we want the digital media to fit seamlessly with the classic look and feel of pre-existing displays and exhibits within the museum.
OPPORTUNITIES DRAW PEOPLE IN
ENABLE MEANINGFUL INTERACTION
Despite having a limited budget, there are a variety
Although touchscreens have already been
of ways that unconventional digital technology could
implemented throughout the museum, there is very
easily be used to catch the attention of college students
little opportunity for meaningful interaction with
outside the museum and draw them in. Projected
the current touch screen interfaces. Instead, there
visuals on various surfaces inside and outside the
could be a large touchscreen interface that would
museum are an inexpensive way to have a significant,
stand alone as an activity and simple visual learning
large-scale visual impact on people.
tool. The screen could be embedded horizontally as a tabletop surface that people could move around–
CREATE A PERSONAL CONNECTION
enhancing the mundane desktop experience that
Recent RFID technology is another relatively
people are accustomed to.
inexpensive way to personalize and enhance visitor experience while inside the museum. RFID tags would create additional layers of captivating facts, stories, and activity within the museum. They would also enable visitors to record and track their unique path through CMNH once they return home.
PHOTOGRAPHIC SURVEY OF RELATED OPPORTUNITES & INSPIRATION
PROBLEM RE–DEFINITION Although the problem may seem like there is a lack of current digital media at CMNH, we believe that the real problem is in the way people have previously thought about integrating digital media into the museum. Digital tools and platforms change so rapidly that, rather than focusing on the digital media itself, we want to use digital media as a tool. Therefore, the tool could change as digital media evolves, but the core idea and means of personal connection would be lasting. This lasting connection would materialize as a digital pathway that would lead people to the museum and facilitate return visits using a 3-step sequence of simple, engaging interactions with visual and factual information about bugs.
STRATEGY
GENERAL REQUIREMENTS Must incorporate digital media that fits seamlessly with pre-exisiting, traditional displays at CMNH. Must allow visitors to create a personalized experience at CMNH. Must use unexpected digital media outside CMNH, in order to draw college students inside. Must create quick, engaging, and memorable interactions with digital media within CMNH. Must enable visitors to reflect on their experience at CMNH after they leave, facilitating return visits.
OBJECTIVES AND SCHEDULING
Jan. Research
Feb. Ideating
Feb. 20 Presented short video concept to CMNH scientists and staff Collected feedback
Mar. Refining + Prototyping
Mar. 5 Met with Cathy Klinger to review ideas and discussed technology possibilities within CMNH budget Received content from John Rawlins
Mar. 21 Presented final idea in concept stage to CMNH
April Creating
May Final concept due
ANALYSIS
DIAGRAMATIC ANALYSIS CONTACT POINTS Visualizing proximity and potential locations to spark curiosity.
CMNH Carnegie Mellon Flagstaff Phipps Chatham Mellon Institute Pitt Carlow PNC Park Duquesne
HEURISTIC ANALYSIS SURVEY RESPONSES FROM COLLEGE STUDENTS
DESIGN CRITERIA
SYNOPTIC STATEMENT DEFINING THE SYSTEM We have determined that we must create an alternative digital system that draws visitors, specifically college students, to CMNH and facilitates return visits using a 3-step sequence of interactions.
Draw visitors into CMNH with unexpected
digital interactions outside CMNH.
Create a personalized experience within
CMNH.
Enable memorable interaction with digital
media and allow visitors to reflect on their
experience after they leave CMNH.
CRITERIA PRIMARY
SECONDARY
Must introduce new forms of digital media to CMNH.
Should utilize current digital technology, but also
Must enable new ways of interacting with visual and factual information at CMNH. Must be appealing to college students, but also relevant and accessible to all other visitors. Must connect visitors to the museum tours, enabling them to collect new layers of information as they move through the museum. Must incorporate Gigapan.
remain within a reasonable budget because digital platforms may change rapidly in the upcoming years. Should work as an interconnected system. TERTIARY Could be used with additional content from the museum, not just the bug exhibit. Could expand beyond the visual projections and begin to explore new forms of subtle, guerilla-like marketing techniques around Pittsburgh. Could begin to utilize new interactive technology (Kinect, etc.) that would allow viewers to move and interact with the visual display.
DESIGN PROJECTIONS INITIAL IDEAS Based on the primary and secondary design criteria, we took notes and created preliminary sketches to illustrate potential directions.
DRAWING PEOPLE IN Projecting large, live-stream videos of the bug zoo inside CMNH onto the walls outside CMNH and the surrounding area.
PERSONAL CONNECTION Matching people with specific bugs each time they visit CMNH and giving them RFID embedded objects in order to receive updates about their bug as they explore the museum.
NEW PORTALS Finding new ways to access additional layers of information within the museum.
DEVELOPMENT
IDEATION OUTSIDE PROJECTIONS OF LIVE FEED
RFID PERSONAL BUG
MAKE YOUR OWN COLLECTION
beatles butterflies moths flies bees
BEETLE XYZ Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur quis est leo, id molestie nunc. Cras a feugiat elit. Proin imperdiet tincidunt sem ut pharetra. Quisque eget ipsum non lorem eleifend placerat id quis odio. Aliquam pellentesque mattis massa bibendum porta. Etiam mi mauris, tristique non sollicitudin id, cursus nec neque. Cras posuere metus vel orci ornare sit amet imperdiet justo tristique.
+add to collection
share
CONCEPT SKETCHES
animation/video projection
PROTOTYPE + TESTING
PROJECTION The testing of our first video was incredibly helpful and aided our process quite a bit. The feedback we recived centered mostly around the lack of surprise element that their was. If these videos were to be displayed on walls around college campuses, they would have to be captivating enough to engage viewers and keep them watching until the end. Also, there was a lack of correlation between the aesthetic of our first video and the aesthetics of the rest of our project.
RFID The first round of testing on the keys proved to be difficult as there were not RFID’s installed, which meant we had to rely on explanation and imagination to explain how they would function. Many of the concerns that were voiced revolved around the price of the RFID keys and if the visitors would be able to keep them or not. Another issue that was brought to light was the logistics of how a visitor would receive the keys upon their arrival at the museum, and what they would do with the key at the end of their visit.
DIGITAL COLLECTION After testing our first version of the make your own collection touch screen we received quite a bit of helpful feedback. The most confusing from the users was the navigation and how it would work with the RFID keys. During our revision we focused on making the interactions more intuitive and gestural instead of having most of the navigation focused around buttons. It was also brought to our attention that there were many opportunities for categorizing the collections in a more education way and possible giving visitors prompts and suggestions on different things to center their collections around.
DIGITAL COLLECTION
SYSTEM CONCEPT
SOLUTION COLLECT We have determined that we must create an alternative digital system that draws visitors, specifically college students, to CMNH and facilitates return visits using a 3-step sequence of interactions.
Draw visitors into CMNH with unexpected
digital interactions outside CMNH.
Create a personalized experience within
CMNH.
+ Projections
+ RFID Keys
Enable memorable interaction with digital
+ Make Your Own Collection
media and allow visitors to reflect on their
+ Collectibles
experience after they leave CMNH.
+ Collection Vault
VISUAL IDENTITY
COLLECT
TYPE & COLORS
COL LE C T COL LE C T COL LE C T COL LE C T
go th am l i ght
g o tham b o o k
g o tham med iu m
g o th am b o ld
COLLECT
COL
PROJECTIONS Large scale digital projections of visually captivating collections in motion. Displayed strategically around the city in order to spark curiosity and reference the COLLECT digital experience inside CMNH. Possible locations include: local universities, PNC Park, outdoor movie screenings, weekly campus movie screenings, Phipps, Mellon Institute, the walls outside the museum, etc.
BENEFITS
+ Adds visual beauty and interest to out
door surfaces/screens + Reminds people that CMNH is an active, interesting place to visit + Sparks curiosity
RFID KEYS Acryllic plastic Key with RFID technology embedded inside. Receive Key when you sign up and enter your email address at the ticketing desk Key gives you access to tour cards, Make Your Own Collection, and tracks your visit for you Collection Vault
BENEFITS
+ Enables access to additional, unseen
layers of information inside CMNH
+ Tangible connection to digital media
+ Creates physical interaction between
visitors and information
MAKE YOUR OWN COLLECTION An interactive tool for creating your own variations of bug and cultural collections. Large tabletop touchscreen with interface for selecting, zooming, cropping, and organizing Gigapan images.
BENEFITS
+ Creates personal connection to
bugs and objects seen in the museum + Ability to make something while inside the museum
+ Quick, simple visual interaction
+ Engaging for all ages
COLLECTIBLES CMNH produces a new series of Collectible 2x2 inch tiles each season based on the collections uploaded to the museum flickr account. Collectible tiles can be purchased for 50 cents at the museum gift shop.
BENEFITS
+ Created by museum visitors
+ Ability to choose a favorite bug or
object and take a part of it home
+ Tangible memory of museum visit
COLLECTION VAULT A digital space where you can view the progress of your various CMNH collections. Allows you to see which cards you have collected and revisit them digitally, as well as see which keys you have collected, and the culture collections you have created.
BENEFITS
+ Allows people to connect with the museum
from home
+Allows people to see their progress, and what
pieces to the collection they are missing,
which facilitates return visits
+Records their experience in the museum in a
way that is familiar to them (online/digital)
RECOMMENDATIONS
PRODUCTION OUTDOOR PROJECTIONS
the touch screen will be on top of. The Museum will
The production of this would involve making contact
also need to pick collections corresponding to each bug
with PNC Park, sponsors of outdoor movies during the
key to fill the flat file drawers (two collections side by
summer, Heinz Field, and reserving ad space on the
side in each of the 5 drawers).
large screens between innings, plays, or before movies start, to play our animations. For Carnegie Mellon
COLLECTIBLES
University, and University of Pittsburgh, there would
Seasonal selection of 9 different cropped images from
need to be a projector installed and protected in order
the CMNH flickr account will be necessary. The images
to have our animations be projected against the wall of
will then need to be printed, cut to 2x2 inch squares
a building during the night.
and set up in the gift shop.
RFID KEYS
COLLECTION VAULT
The plastic would be cut and the RFID’s would be
The collection vault will not be able to be implemented
installed by ponoko.com. The Desk attendants would
until the new internet system is working in the
be gaining an extra task with the implementation of
museum, which will allow for personal log ins. When it
Collect which would simply be to enter the visitors
is available, The website will need to be coded (CMNH
e-mail address into the system and scan the RFID key
has told us that they have someone who will be able
to match it.
to build it out for us) and a small amount of back end maintenance will need to occur simply to update new
MAKE YOUR OWN COLLECTION The production for the make your own collection will be the most labor intensive. It will include instillation of the table top touch screen as well as the custom manufacturing and installation of the drawers which
cards, and keys as they become available.
REFLECTION
If implemented in the right way, digital media has the ability to invoke a sense of mystery, creativity, and wonder in people. It doesn’t have to be complex. The success of the system we designed relies heavily on simple interactions, memories, and physical connections to digital media, rather than on the media itself.