Service Design Specialism Report

Design innovation & Service Design Specialism Report Session 2017/2018 Ross McIntosh

ReDesign Proposal

AnALYSIS & Critique

Project Process

1

Desk Research Tours

WEEK 1 Establish & dISCOVER sERVICE

Shop

Exhibitions

Frontstage

WEEK 2 fIELD research & Engagement WEEK 3 stakeholder Articulation WEEK 4 Insight Synthesis & Affinitisation

GSA Visitor Centre

Line of Visibility

Backstage

WEEK 5 Define Design Opportunities WEEK 6 User Testing & Prototyping WEEK 7 Develop Redesign proposal WEEK 8 proposal dELIVERY & rEFLECTION

To begin our Service Design Specialism project, we were to choose a service to analyse and critique. My group, consisting of Roro, Phoebe and Weirong, wanted to explore 'New Retail' as a service but I found this impractical as this movement was mainly established in China and we could not tangibly review it. Hence, I wanted to choose a service that more tangibly accessible and was open to the public. As such, I managed to persuade our group to choose the GSA Visitor Centre as it is open 7 days a week

and the front and backstage are accessible for us as GSA students. Moreover, as the Visitor Centre features a shop, I thought we could implement aspects of Asia's 'New Retail' movement as part of our re-design proposal.

After agreeing on the GSA Visitor Centre, as a group we undertook desk research to gain knowledge and understanding about the service that is offered. As such, we learned that the visitor centre is run by 'VisitGSA' which is a service that operates tours, exhibitions and

a shop for visitors to GSA. It was difficult to undertake desk research as information was displaced between the GSA website and a dedicated Shop website. However, we did manage to gain insight into how the service is structured. Although the service is ran in GSA, it is owned and managed by a separate organisation, 'GSA Enterprises Ltd', which functions as the customer focussed, commercial arm of GSA. As such, we found that every year this company donates its profits to support GSA and welcomes an international audience to gain insight into

2

field research

Given that we struggled to gain much information through desk research, we thought to undertake field research to gain more knowledge and insight into the service. As such we thought to browse the GSA visitor centre as visitors. Through undertaking a 'Researcher as field Participant' approach, we managed to discover what the service would be like for visitors.

Observation

Notably, we were encouraged to go on the Mackintosh at GSA tour. Personally, I had underwent this tour before from previous projects and engagement at GSA but I was eager to see how the tour would be conducted with no access to the Mackintosh building after the fire in 2014. As my group had never been on this tour, I thought this would be a great way for us to gain unbiased insights into the service through a 'Grounded Theory' method.

- PROBST, 2016

Our 'visitor' tickets for the GSA Tour

"Grounded Theory" Approach - strauss et al, 1990

As such, we culturally immersed ourselves as visitors to the GSA Visitor Centre and underwent a tour. field We recorded our observations from the service users perspective to gain insight into the service experience. AsObservation such we identified moments in the flow of experiences, from which we gained key findings to explore through our initial engagement and knowledge of the service. I found this approach to research to be sufficient for our needs as it allowed us to gain a perspective.

Therefore I believe that cultural engagement and interaction as a service user to be helpful in understanding and empathising with an actual service user's experience.

Furthermore, given my group have never experiences the tour before, their 'Grounded Theory' approach was valuable to identifying key areas for improvement and given my previous experience using this service, I could juxtapose my experience before and after to intuitively arrange findings of value and importance.

Visitors highly rank GSA as an Exploring the visitor centre international tourist destination

Photos of our observations as participants on the tour

'Researcher as Participant' Observation field Method Observation

Key Findings:

Many Visitors come from far to experience GSA and have booked other activities while in Glasgow

Experiencing Service as users

Evaluating the user experience

The Tour currently tries to compensate for the 2014 Mackintosh Fire

some Visitors wished they could have experienced more on the tour

The VisitGSA spaces are less used by Current GSA students

3

Stakeholder Engagement

Following our observations, we thought to undertake stakeholder engagement to gain more insight into what there motivations and expectations of the service are. As such, we went to the Visitor Centre to interview stakeholders. These stakeholders varied from visitors to staff, so we gained a broad range of feedback. Overall, there was much positive responses but we managed to identify areas of improvement.

To engage with stakeholders further, we took along our draft stakeholder map and asked them to identify any 'gain' or 'pain points' and explain their reasoning with us. This method was quite successful as it allowed stakeholders to engage deeper and even co-create visually with us to share more valuable insights in relation to the service as a whole.

Therefore, through engaging with stakeholders, we managed to gain a better understanding of the people who go to the Visitor Centre. Mainly, people are interested in Mackintosh but there were many who were equally or if not more interested in GSA. Given the Visitor Centre is so open and accessible, certain visitors were aspiring to apply to GSA and approached VisitGSA to gain more insight into the experience of being at GSA. As such, we found that the prospective GSA student could be an interesting stakeholder within the VisitGSA service as their needs are not currently met. Furthermore, many visitors to VisitGSA could be enticed to either study or attend Open/Evening classes at GSA to extend their experience further beyond the current offerings.

Photos of our group engaging with stakeholders in the Visitor Centre

Stakeholder Map Gain Point

"VisitGSA is one of the highest ranked attractions in Glasgow on TripAdvisor, we had to come along!"

Pain Point

"Our tour guide, Karlie was very helpful and professional throughout the tour!"

“Could there be more options to extend our tour further? It was great but rather short...”

“My English is not so good, I struggled to understand the Tour Guide... I wish there was a translation in other languages”

Trip Advisor

"Where does my donation go to helping GSA?"

Visit Scotland 0THER visitors

GSA Enterprises Ltd

Mackintosh Tourism

Mackintosh enthusiast

Tour Guide

Prospective Students

Shop Staff mARKETING & Commercial Development

Exhibitions

GSA Alumni

gsa Staff

“The Tour was a great experience... even when we can’t enter the Mack building!”

WTMS

"I wish I had the chance to interact with more students at GSA... visitors are segregated"

GSA Website

"The GSA website is terrible to navigate for the Visitor centre, it is very confusing and difficult to understand" "We love that the Visitor Centre is open 7 days a week, very easily accessible for all!"

GSA Students

"It is great that the Shop items are from GSA students and alumni... it makes me want to support this great institution and its talented students"

"I was hoping I could meet or connect with some current GSA students through the Visitor Centre as I would like to apply!"

Glasgow CC

GSA Institution

Visitor

mANAGEMENT tEAM

"Why doesn’t VisitGSA have their own website to book tickets and advertise their Shop items?"

gsa Visitor Centre

"GSA is an internationally recognised education institution that attracts a broad range of students from all over the world"

“The tour was rather boring, we wanted to experience the Mackintosh more on our trip.”

"The models on display were very small, I wish I could have explored the inside of the building more.."

“I would have loved to know more about the 2014 Fire, it is a part of the Mack I wish was explored.”

"It would have been great to explore the upper floors of the Reid Building to see GSA students at work"

Insights

User Personas

From our stakeholder engagement, we then developed some insights from the feedback we were given by visitors and staff in the Visitor Centre. These insights react and articulate the visitor motivations and expectations were discovered through the field research and stakeholder engagement.

Through defining our insights, we could establish which kind of personas we should create to critique our service. As such, we decided to compare a typical user of the service against the emergent prospective student user we identified through our insight articulation. We devised these characters from the engagement we had undergone with our stakeholders to ensure these users were as authentic and relevant as possible.

4

USER Personas USER Personas

The GSA Website needs to Be rethought for visitors

TYPICAL USER TYPICAL USER

EMERGENT USER EMERGENT USER NAME: donham NAME: donham

NAME: SANDRA NAME: SANDRA

The visitor Centre does not accommodate prospective students as well as it could

The Tour needs to better portray And facilitate the experience of the Mack BUILDING

OCCUPATION: Apprentice OCCUPATION: Apprentice

OCCUPATION: RETIRED OCCUPATION: RETIRED

MOTIVATION:ASPIRING GSAGSA MOTIVATION:ASPIRING

MOTIVATION:LOVES ARTART MOTIVATION:LOVES

ARCHITECTURE STUDENT ARCHITECTURE STUDENT

NOUVEAU ANDAND MACKINTOSH NOUVEAU MACKINTOSH

Sandra lives in Devon in the south of of Sandra lives in Devon in the south England.

England.

she she fell in love withwith the the Arts and and Crafts fell in love Arts Crafts movement. movement.

Visitors would welcome more offerings to extend their experience at GSA

LOCATION: Norway LOCATION: Norway

LOCATION: SOUTH ENGLAND LOCATION: SOUTH ENGLAND

Before retiring, she she worked as an Before retiring, worked asArt an Art Historian for an antiques museum, where Historian for an antiques museum, where

Their needs to be more consideration for international visitors

AGE: 20 20 AGE:

AGE: 55 55 AGE:

Donham wants to be architect.

Donham wants toan beaspiring an aspiring architect.

After studying Art Art at aat further educational After studying a further educational college in Norway, he is currently working as as college in Norway, he is currently working an apprentice for for a local artist. an apprentice a local artist.

However, he would likelike to change his career However, he would to change his career path and pursue an education in Architecture path and pursue an education in Architecture

In particular, Sandra would love to learn In particular, Sandra would love to learn more about Mackintosh and his influence more about Mackintosh and his influence

instead. instead.

within thisthis design movement in Europe. within design movement in Europe.

He knows of GSAS reputation as one of the He knows of GSAS reputation as one of the best Architecture Schools in the world, so so best Architecture Schools in the world,

As such, she she plans a trip to Glasgow to to As such, plans a trip to Glasgow visit the the Glasgow School of Art, one one of of visit Glasgow School of Art, MackintoshS most famous works to learn more MackintoshS most famous works to learn more

he wants to apply. he wants to apply.

about him and his practise. about him and his practise.

But But before he invests timetime and and money intointo before he invests money applying, he wants to visit the the campus to to applying, he wants to visit campus see see if the environment suits him. him.

He cannot if the environment suits He cannot

She She aspires to learn about Mackintosh aspires to learn about Mackintosh through experience by engaging withwith his his through experience by engaging

attend an Open Day Day so decides to try VisitGSA attend an Open so decides to try VisitGSA instead. instead.

practise. practise.

"Personas are ‘fictitious, specific, concrete representations of target users’ who share common behavioural characteristics (i.e., is a hypothetical archetype of real users)" - Pruitt & Adlin, 2006: 417-430

Define Target User

Having established two very different user personas, we thought it would have been best to select persona to go forward with in order to narrow our enquiry going ahead as both personas were so different.

As such, we choose to explore our 'emergent' user Donham as he is an overseas applicant and aspiring GSA architecture student. We chose him because we felt that his story had more depth and we could go in more directions with this persona compared to our typical user. Hence, we thought if he had to travel a farther distance, was more than just a Mackintosh enthusiast had a motivation to return to GSA, then Donham should be our target user.

USER

EMERGENT USER NAME: donham

RA

AGE: 20 LOCATION: Norway

SOUTH ENGLAND

OCCUPATION: Apprentice

N: RETIRED

MOTIVATION:ASPIRING GSA

:LOVES ART

ARCHITECTURE STUDENT

ND MACKINTOSH

Donham wants to be an aspiring architect.

south of

After studying Art at a further educational

as an Art

college in Norway, he is currently working as

seum, where

an apprentice for a local artist.

s and Crafts However, he would like to change his career path and pursue an education in Architecture

love to learn

instead.

s influence

n Europe.

He knows of GSAS reputation as one of the best Architecture Schools in the world, so

Glasgow to

he wants to apply.

Art, one of

ks to learn more

But before he invests time and money into applying, he wants to visit the campus to see if the environment suits him. He cannot

ackintosh

attend an Open Day so decides to try VisitGSA

ing with his

instead.

Persona card

Although we established him as our 'ideal' user of the VisitGSA service, from undertaking some initial user journey mapping, it was evident that the service was not accommodating as it could have been. Notably, issues around language were small in perspective but could impact his desire to study here. Furthermore, he was quite shy because of his struggle with English and as such didn't get the most of out the tour as he could have. Hence, his journey had many opportunities for improvement that we will juxtapose with our typical user to see if any correlations could be established between both contrasting user personas to devise a 'service blueprint' before defining a more in depth user journey and opportunities.

Photo of initial user journeys for this persona

as

5

6

Blueprint

Discover

External Interaction

Journey Stage

Journey Stage Physical Evidence

Physical Evidence Journey Stage

User Actions

User Actions Physical User Evidence Actions Journey Stage

Frontstage Journey Stage

Approach

Discover

Discover Visit Scotland website

Trip Advisor website

Discover

Approach

Discover

Approach the Shop Staff Arrive at GSA and enter to buy a ‘Mackintosh at GSA’ the Visitor Centre Tour Ticket and wait until the Tour starts GSA Visitor Centre GSA Campus VisitGSA Approach theStaff Shop Staff GSA Visitor Centre Arrive at GSA and enter to buy ‘Mackintosh at GSA’ TouraTicket & Sticker VisitGSA Brochure the Visitor Centre Tour Ticket and wait until the Tour starts Approach

Plan trip to Scotland

Travel to Glasgow

Visit Scotland website Plan trip to Scotland

Advertisement & Brand Awareness

Trip Advisor website Travel to Glasgow

Discover

Trip Advisor Award of Excellence

Custom Visitor Centre in the Reid Building GSA at Visitor Arrive GSA Centre and enter Custom Visitor Centre VisitGSA Brochure the Visitor Centre in the Reid Building

Trip Advisor website Travel to Trip Advisor Glasgow Award of Excellence

Physical Evidence

Visit Scotland website

Trip Advisor website

Frontstage

User Frontstage Actions Backstage User Actions

Internal Interaction

GSA Visitor Centre VisitGSA Staff Tour Ticket & Sticker

GSA Campus GSA Visitor Centre VisitGSA Brochure

Visit Scotland website Plan trip to Advertisement Scotland & Brand Awareness

Backstage

GSA Visitor Centre VisitGSA Brochure

Physical UserLine Evidence Frontstage Actionsof

Interaction

GSA Visitor Centre VisitGSA Staff Tour Ticket & Sticker

GSA Campus

GSA Campus

GSA Campus GSA Visitor Centre

Marketing and Communications Department

VisitGSA Tour Management & Exhibition Curation

VisitGSA Brochure Floor Manager & VisitGSA Staff

Plan trip to Advertisement Scotlandand Marketing & Brand Awareness Communications Department

Travel to Trip Advisor Glasgow VisitGSA Management AwardTour of Excellence & Exhibition Curation

Arrive at GSA and enter Custom Visitor Centre the Visitor Centre Floor Manager in the Reid Building & VisitGSA Staff

Plan trip to Scotland Establish a marketing plan/strategy

Interact

Ticket Purchase

ApproachDesk and VisitGSA Staff to

issue ticket and sticker GSA Visitor Centre Approach theStaff Shop Staff VisitGSA to buy aTicket ‘Mackintosh at GSA’ Tour & Sticker Ticket Purchase Tour Ticket and wait until Desk and VisitGSA Staff to the Tour starts issue ticket and sticker GSA Visitor Centre VisitGSA Staff Tour Ticket & Sticker Ticket Purchase Desk and VisitGSA Staff

Approach the Shop Staff to buy Ticket a ‘Mackintosh at GSA’ Purchase Tour Ticket and wait until Ticket Desk Desk andPurchase VisitGSA Staff to the Tour starts and VisitGSA Staff issue ticket and sticker

Travel to Glasgow

Arrive at GSA and enter the Visitor Centre

GSA Development & Mackintosh Hertitage Funding

VisitGSA service as part of GSA Enterprises Ltd

Approach the Shop Staff to buy a ‘Mackintosh at GSA’ Tour Ticket and wait until the Tour starts Ticket Purchase Desk and VisitGSA Staff

GSA Visitor Centre GSA Tour Guide Other Visitors Model of Mackintosh Building GSA Visitor Centre GSA Tour Guide Other Visitors Model of Mackintosh Building

Follow the Tour Guide as they talk through a scale model of the Mackintosh Building GSA in theVisitor VisitorCentre Centre GSA Tour Guide Follow the Tour Guide Other Visitors as they talk through a scale model Model of of the Mackintosh Building Mackintosh Building in the Visitor Centre

Visitor Waiting Area & Tour Guide to explain GSA Visitor Centre aspects of model GSA Tour Guide Follow the Tour Guide as they Other Visitors talk through a scale model Model of Area Visitor Waiting of the Mackintosh Building Building &Mackintosh Tour Guide toCentre explain in the Visitor GSA Visitor Centre aspects of model GSA Tour Guide Other Visitors Model of Mackintosh VisitGSABuilding Tour Guides & Visitor Centre Maintenance Follow the Tour Guide as they talk through a scale model Visitor Waiting Area of the Mackintosh Building VisitGSA Tour & Tour Guide to explain in the & Visitor Centre Guides Visitor Centre aspects of model Maintenance Follow the Tour Guide as they talk through a scale model of the Mackintosh Building in theGuide VisitorRecruitment Centre Tour & Training, and Architectural Scale Model Making/Maintainance Visitor Waiting Area VisitGSAto Tour & Tour explain TourGuide Guide Recruitment Guides & Visitor Centre aspects of model & Training, and Maintenance Architectural Scale Model Making/Maintainance Visitor Waiting Area & Tour Guide to explain aspects of model

GSA Visitor Centre Ground Floor Reid Building GSA Tour Guide Other Visitors GSA Visitor Centre Ground Floor Reid Building GSA Tour Guide Other Visitors

Engage First Floor Reid Building GSA Tour Guide Other Visitors Model of Mackintosh Library First Floor Reid Building GSA Tour Guide Other Visitors Model of Mackintosh Library

Engage

Second Floor Reid Building GSA Tour Guide Other Visitors Mackintosh Furniture Gallery Second FloorExhibit Reid Building GSA Tour Guide Other Visitors Mackintosh Furniture Gallery Exhibit

Transport

GSA Visitor Centre Ground Floor Reid Building GSA Shop

GSA Visitor Centre Ground Floor Reid Building GSA Shop

GSA Visitor Centre Ground Floor Reid Building VisitGSA Staff Purchase Receipt

GSA Campus Transport

Transport

Interact

The Student section of the building, Tour Guide to lift up barrier to let GSAvisitors Visitorthrough Centre Ground Floor Reid Building Follow the Tour Guide who The Student section of GSA Tour Guide will lead you up the stairs to the building, Tour Guide Other Visitors the first floor to lift up barrier to let GSAvisitors Visitorthrough Centre Ground Floor Reid Building

Alcove area of Reid Building first floor denoted to VisitGSA Tours & Tour Guide Engage First Floor Reid Building to explain aspects GSA Tour Guide of model Follow Tour Guide wo Other Visitors Alcove area of Reid Building show you a scale model Model of first floor denoted to of the Mackintosh Library Mackintosh VisitGSA Tours &Library Tour Guide Firston Floor Building theReid first floor to explain aspects GSAofTour Guide model Other Visitors Model of Mackintosh Library VisitGSA Tour Guides & Visitor Space Maintenance Follow Tour GuideBuilding wo Alcove area of Reid show a scale model firstyou floor denoted to of the Mackintosh Library VisitGSA Tours &Tour Tour Guide VisitGSA onexplain the first floor to aspects Guides & Visitor Space of model Maintenance Follow Tour Guide wo show you a scale model of the Mackintosh Library the first floor Touron Guide Recruitment & Training, and Architectural Scale Model Alcove area of Reid Building Making/Maintainance first floor denoted to VisitGSA VisitGSA ToursRecruitment & Tour Tour Guide Tour Guide Guides & Visitor Space to&explain aspects Training, and Maintenance of model Architectural Scale Model Making/Maintainance Alcove area of Reid Building first floor denoted to VisitGSA Tours & Tour Guide to explain aspects of model

Custom Mackintosh Furniture Gallery Exhibit the Second Floor Reid on Building second floor for GSA Tour Guide Visitors Follow Tour Guide who Other Visitors Custom will lead to the second Mackintosh Furniture Mackintosh Furniture floor to see the Gallery Exhibit Gallery Exhibit on the Second Floor Reid Building Mackintosh Furniture second floor for Gallery exhibit GSA Tour Guide Visitors Other Visitors Mackintosh Furniture Gallery Exhibit VisitGSA Tour Guides & Visitor Space Maintenance Follow Tour Guide who Custom will lead to the second Mackintosh Furniture floor Exhibit to see the Gallery VisitGSA Touron the Mackintosh Furniture second floor for Guides & Visitor Space Gallery exhibit Visitors Maintenance Follow Tour Guide who will lead to the second floor to see the Mackintosh Furniture Tour Guide Recruitment Gallery exhibit & Training, and exhibition set up so no one touches Custom artefacts/furniture Mackintosh Furniture VisitGSA Tour Gallery Exhibit on the Tour Guide Recruitment Guides & Visitor Space second floor for & Training, and exhibition Maintenance set up soVisitors no one touches artefacts/furniture Custom Mackintosh Furniture Gallery Exhibit on the second floor for Visitors

Tour guide escorts visitors back down the stairs, out of barriers and back to Visitor GSA Visitor Centre Centre to Shop Concluding the Tour, Ground Floorescorts Reid Building Tour guide the Tour Guide willthe lead visitors back down GSA Shop you back down to the stairs, out of barriers Visitor Centre Shop and back to Visitor GSA Visitor Centre Centre to Shop Ground Floor Reid Building GSA Shop

Tour Guide Recruitment VisitGSA Tour & Training, and exhibition Guides & Visitor Space set up so no one touches Maintenance artefacts/furniture

Custom Visitor Centre Floor Manager in the Reid Building VisitGSA & VisitGSA Staff service as part of GSA Enterprises Ltd

Ticket Purchase Ticket Deskto Desk andPurchase VisitGSA Staff and VisitGSA Ticket Purchase Desk issue ticket and Staff sticker and VisitGSA Staff

Frontstage

Advertisement & Brand Awareness

Trip Advisor Award of Excellence

Custom Visitor Centre in the Reid Building

Ticket Purchase Desk and VisitGSA Staff to issue ticket and sticker

Backstage Internal Interaction

Marketing and Establish a Communications marketing Department plan/strategy

VisitGSA Tour Management GSA Development & Exhibition Curation & Mackintosh Hertitage Funding

Floor Manager VisitGSA & VisitGSA Staff service as part of GSA Enterprises Ltd

Ticket Purchase Desk and VisitGSA Staff Ticket Purchase Desk and VisitGSA Staff

VisitGSA Tour Tour Guide Recruitment Guides & Visitor Centre & Training, and Maintenance Architectural Scale Model Making/Maintainance

GSA Estates to maintain GSA Estates installs security of the Reid an accessibly barrier Building for visitors

Tour Guide Recruitment VisitGSA Tour & Training, Guides & Visitorand Space Architectural Scale Model Maintenance Making/Maintainance

Backstage

Marketing and Communications Department

VisitGSA Tour Management & Exhibition Curation

Floor Manager & VisitGSA Staff

Ticket Purchase Desk and VisitGSA Staff

VisitGSA Tour Guides & Visitor Centre Maintenance

GSA Estates to maintain security of the Reid Building

VisitGSA Tour Guides & Visitor Space Maintenance

Internal Interaction

Establish a marketing plan/strategy

GSA Development & Mackintosh Hertitage Funding

VisitGSA service as part of GSA Enterprises Ltd

Ticket Purchase Desk and VisitGSA Staff

Tour Guide Recruitment & Training, and Architectural Scale Model Making/Maintainance

GSA Estates installs an accessibly barrier for visitors

Tour Guide Recruitment & Training, and Architectural Scale Model Making/Maintainance

Tour Guide Recruitment & Training, and exhibition set up so no one touches artefacts/furniture

Internal Interaction

Establish a marketing plan/strategy

GSA Development & Mackintosh Hertitage Funding

VisitGSA service as part of GSA Enterprises Ltd

Ticket Purchase Desk and VisitGSA Staff

Tour Guide Recruitment & Training, and Architectural Scale Model Making/Maintainance

GSA Estates installs an accessibly barrier for visitors

Tour Guide Recruitment & Training, and Architectural Scale Model Making/Maintainance

Tour Guide Recruitment & Training, and exhibition set up so no one touches artefacts/furniture

Backstage

GSA Campus Transport

Concluding the Tour, the Tour Guide will lead you back down to the Visitor Centre Shop GSA Visitor Centre Concluding Ground Floor the ReidTour, Building the TourGSA Guide will lead Shop you back down to the Visitor Centre Shop

Trip Advisor VisitGSA Management AwardTour of Excellence Development & GSA Exhibition Curation & Mackintosh Hertitage Funding

VisitGSA Tour Guides & Visitor Space Maintenance

Leave

GSA Visitor Centre Ground Floor Reid Building VisitGSA Staff Purchase Receipt

Follow the Tour Guide who will lead you up the stairs to the first floor GSA Visitor Centre Ground Floor Reid Building Follow the Tour Guide who GSAyou Tourup Guide will lead the stairs to Other Visitors the first floor

Advertisement Marketing and & Brand Awareness Establish a Communications marketing Department plan/strategy

Internal Interaction

Interact GSA Visitor Centre Ground Floor Reid Building GSA Shop

Follow Tour Guide who will lead to the second floor to see the Second Floor Reid Building Mackintosh Furniture GSA Tourexhibit Guide Gallery Follow Tour Guide who Other Visitors will lead to Furniture the second Mackintosh floor toExhibit see the Gallery Mackintosh Furniture Gallery exhibit

Line Frontstage of Backstage Internal Visibility Interaction

Leave

GSA Visitor Centre Ground Floor Reid Building GSA Shop

Follow Tour Guide wo show you a scale model of the Mackintosh Library Firston Floor Reidfloor Building the first GSA Tour Guide Follow Tour Guide wo Other Visitors show you a scale Model of model of the Mackintosh Library Mackintosh Library onEngage the first floor

GSA Tour Guide Other Visitors GSA Estates to maintain security of the Reid Building Follow the Toursection Guide who The Student of will lead you upTour the stairs the building, Guideto GSA Estates tofloor maintain the to lift upfirst barrier to let security of the Reid visitors through Building Follow the Tour Guide who will lead you up the stairs to the first floor GSA Estates installs an accessibly barrier for visitors The Student section of the building, Tour Guide GSA Estates to maintain toGSA lift up barrier to let Estates installs security of the Reid through anvisitors accessibly Buildingbarrier for visitors The Student section of the building, Tour Guide to lift up barrier to let visitors through

Leave

Interact

Engage

Approach Trip Advisor website

Visit Scotland website

Engage

Approach

GSA Estates to maintain security of the Reid Building Concluding the Tour, Tour guide escorts the Tourback Guide will lead visitors down the you back to the stairs, outdown oftobarriers GSA Estates maintain Visitor Centre and back to Visitor security of theShop Reid Centre to Shop Building Concluding the Tour, the Tour Guide will lead you back down to the Visitor Centre Shop GSA Estates installs an accessibly barrier for visitors Tour guide escorts visitors back down the GSA Estates maintain stairs, out ofto barriers GSA Estates installs security Reid and back of to the Visitor an accessibly barrier Building Centre to Shop for visitors Tour guide escorts visitors back down the Lorem ipsum stairs, out of barriers and back to Visitor Centre to Shop Lorem ipsum GSA Estates to installs maintain GSA Estates security of thebarrier Reid an accessibly Building for visitors

In the Shop, you can buy items from GSA students and alumni GSA Visitor Centre In the Shop, buy Ground Floor you Reidcan Building items from GSA GSA Shopstudents and alumni

Interact

To buy an item, approach the Till with your item and pay using cash or card GSA Visitor Centre Ground Floor Reid Building To buy an item, approach the Till VisitGSA with yourStaff item and Receipt payPurchase using cash or card

Within the Shop area, there The Shop area is is a purchase desk with positioned before a visitor leaves the Visitor Interact a member of staff ready GSAyour Visitor Centre to take purchase Centre to entice GSA Visitor Centre them to buy Ground Floor Reid Building To buy an item, approach In The the Floor Shop, you can Ground Building Within the Shop area, there ShopReid area is buy VisitGSA Staff the Till with your item and items from GSA students is a purchase desk with positioned GSAbefore Shop a visitor Purchase Receipt pay using cash or card andthe alumni a member of staff ready leaves Visitor GSAyour Visitor Centre to take purchase Centre to entice GSA Visitor Centre them to buy Ground Floor Reid Building Ground Floor Reid Building VisitGSA Staff GSA Shop Purchase Receipt GSA Enterprise team VisitGSA Staff trained to take purchases curate the items from GSA Students & using cash or card To buy an item,area, approach In the you can Within the Shop there TheShop, Shop area is buy Alumni payment the with your item and items frombefore GSA students is aTill purchase desk with positioned a visitor pay usingStaff cash orready card andthe alumni a VisitGSA member of staff leaves Visitor trained GSA Enterprise team Centre to entice curate the items to buy & fromthem GSA Students In the Shop, you can buy Alumni items from GSA students and alumni GSA Enterprises advertises for new stock openings The Shop area is positioned before a visitor GSA Enterprise team leaves the Visitor GSA Enterprises curateto the items Centre entice advertises for new from GSA Students & them to buy stock openings Alumni The Shop area is positioned before a visitor leaves the Visitor Centre to entice them to buy

Leave Leave the GSA Campus via the Visitor Centre

Arrange transport back home

GSA Campus Leave the GSA Campus Transport via the Visitor Centre

Transport Arrange transport back home

Leave VisitGSA can direct you to the GSA Reception if a visitor needs a taxi called GSA Campus VisitGSA can direct you LeaveTransport the GSA Campus tovia thethe GSA Reception Visitor Centre if a visitor needs a taxi called GSA Campus Transport

Leave

Glasgow City Council/ Public Transport organisations Transport Glasgow City Arrange transport Council/ back home Public Transport organisations Transport

toto take your purchase take purchases using cash or card To buy an item, approach payment the Till with your item and pay using cash or card

Taxi services are available at the GSA Reception Desk VisitGSA direct you Leave thecan GSA Campus to the GSA Reception via theservices Visitor Centre Taxi are if a visitor needs a available taxi at thecalled GSA Reception Desk Leave the GSA Campus via the Visitor Centre

GSA process any feedback forms or newsletter signups you may have requested Glasgow City Arrange transport Council/ back home GSA process Public Transport any feedback forms organisations or newsletter signups you may have requested Arrange transport back home

Maintain up-to-date payment systems and methods for Within the Shop area, there Visitor Shop is a purchase desk with VisitGSAof Staff a member stafftrained ready Maintain up-to-date to take purchases to take your purchase payment systems using cash or card and methods for payment Within the ShopShop area, there Visitor is a purchase desk with a member of staff ready to take your purchase

Receptionist calls for a taxi at request of visitor VisitGSA can direct or VisitGSA staff you to the Reception TaxiGSA services are if aReceptionist visitor needs a available taxi called calls a GSA taxi at atfor the request of visitor Reception Desk or VisitGSA staff you VisitGSA can direct to the GSA Reception if a visitor needs a taxi called

Admin officer enrolls Visitor on VisitGSA mailing list Glasgow City and records feedback Council/ GSA process Public Transport Admin officer any feedback forms organisations Visitor on orenrolls newsletter signups VisitGSA mailing list you may have requested Glasgow City and records feedback Council/ Public Transport organisations

Taxi services are Receptionist available calls for aGSA taxi at at the request of visitor Reception Desk or VisitGSA staff

GSA process officer any Admin feedback forms enrolls Visitor on or newsletter signups VisitGSA mailing list you may have requested and records feedback

Taxi services are available at the GSA Reception Desk

GSA process any feedback forms or newsletter signups you may have requested

GSA Enterprise team GSA Enterprises curate thefor items advertises new from GSAopenings Students & stock Alumni

VisitGSA trained MaintainStaff up-to-date to take purchases payment systems using cash or card and methods for payment Visitor Shop

GSA Enterprise team curate the items from GSA Students & Alumni

VisitGSA Staff trained to take purchases using cash or card payment

Lorem ipsum GSA Estates installs an accessibly barrier for visitors

GSA Enterprises advertises for new stock openings

Maintain up-to-date payment systems and methods for Visitor Shop

Receptionist calls for a taxi at request of visitor or VisitGSA staff

Admin officer enrolls Visitor on VisitGSA mailing list and records feedback

GSA Estates installs an accessibly barrier for visitors

GSA Enterprises advertises for new stock openings

Maintain up-to-date payment systems and methods for Visitor Shop

Receptionist calls for a taxi at request of visitor or VisitGSA staff

Admin officer enrolls Visitor on VisitGSA mailing list and records feedback

GSA Estates to maintain security of the Reid Building

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User Journey

GSA SHOP You can join our Mackintosh Tour!

Persona Storyboard

Journey Steps

Insights

Donham browsed relevant information online before choosing to apply for Architecture at the Glasgow School of Art

Donham struggled to find much relevant information about this course online, so decided to pay a visit to GSA to find out more

Donham arrived on campus and saw the VisitGSA shop entrance, he speaks to staff who encourages him to undergo Tour while here

Donham waits for around 45 minutes before his tour begins, he browses the Visitor Centre and Gallery exhibition alone

Donham wants to apply to GSA as a student, but struggled to know where to find information about his course he wants to study

With many students choosing to study at GSA due to its Mackintosh heritage, visiting the campus can inspire prospectful students

Donham was unsure what to do but through the Shop staff, he thought that the GSA Tour would help his decision to choose GSA

Given he arrived so early, Donham was unsure of how to spend his time before the tour, until he got distracted by looking at art in Gallery

Could VisitGSA play a role in connecting prospectful students to ‘sell GSA’?

Design Opportunities

What if the GSA website could connect prospectful applicants to a student forum of current GSA students as a knowledge/ insight exchange?

Could GSA have a more applicant friendly website?

What if this machine could advertise suggestions for waiting: explore Visitor Centre or view Gallery exhibition or Visitor cafe?

What if there was a VisitGSA package for visitors that includes accommodation, tour & cultural experience?

Could visitors book tours using an Automatic Ticket Machine to show more information about tours and more languages?

What if visitors could be encouraged to interact through such a device using gamification?

What if visitors are given a pre-tour booklet or companion device to occupy them until tour starts?

Could the device be used as a notifier for visitors when tour is about to begin?

Donham catches up with tour when the visitors are being shown the Mack model in the Visitor Centre by the Tour guide

The Tour then explores the Reid Building as they are escorted through the building to the first floor exhibit by the Tour Guide

The Visitors are taken to the Library exhibit on the first floor of the Reid Building to see model/fire photos

Following the library exhibit Visitors are taken to the Mackintosh Furniture Gallery on the second floor of Reid Building

After the Furniture Exhibit, Visitors are encouraged to go back downstairs to the Visitor Centre for a debriefing and then Shop

Although Donham was impressed with the Mack model, he wished he could have seen more of the building given he has came a long way

Donham struggles with his English language and is rather shy, so he struggled to intervene to say that he needed the toilet

This exhibit is quite small with the scale model delicate and intricate but Donham would like to see more detail to be able to relate to reality

Donham then explores the Mackintosh Furniture exhibit looking at the descriptors of each piece but is disappointed he cannot interact further

Concluding the tour, Donham returns to the Visitor Centre but wishes he had more interaction and extra participation

What if visitors could view more of the Mack using SimVis scans and AR app technology in tour device to reveal more details/inside of Mackintosh building without entering building?

Could the Tour device help communicate common phrases/requests to Tour guides?

Post Mack restoration, could AR model/lens show the events of the 2014 Fire?

What if this space used VR headsets to emulate the Mackintosh library using the 3D scans of library before fire?

What if the translation could speak Scottish?

“Where is the cludgie pal?”

What if descriptors where live/interactive to explore more about the life of the furniture and tell its story better?

Could a 4D aspect to immersive experience include smell simulators to enhance the feeling of post-fire library experience?

What if the Tour Device could help collate feedback from visitors on their Tour Experience & analytics?

Could there be snapchat style AR item exploration to show interaction with exhibit items?

What if Visitors could pose in one of Mackintosh’s chairs in the Visitor Centre using AR and print/share photographs of interaction?

7

Donham then explores the GSA Shop offerings after his tour, he is intrigued by the students works on offer within the shop

After looking at the student works in the GSA Shop, Donham decides to buy some souvenirs and presents

From choosing his gifts, Donham then goes to the GSA Shop counter to buy the items he choose

In the shop, Donham is seeing the variety of products that GSA alumni have created from the different courses on offer and appreciates GSA talent

Donham decides which presents to get his Mother back home and souvenirs for himself,He chooses a card and a GSA bag to carry his supplies in.

Donham purchases the items from the shop assistant, but is unsure what to do next, is his GSA experience over?

Could Visitors then gain access to try these art & design skills themselves through GSA Open Studio?

What if Visitors could get in touch with artists/ designers exhibited in shop to express interest?

Could the tour be extended to see more of GSA practise on 3rd & 4th Floor and offer a chance to meet with students?

What if Visitors were given other ways to donate to GSA? Could their be a sharing online/social media or blogging aspect to the buying experience?

Donham leaves the GSA Campus after having a look around and talking to some students near the Bourdon

Donham arrives home and then applies to the Architecture programme at GSA following his visit

Donham’s experience was complete when he spoke to students and explored the wider GSA context

Donham’s VisitGSA experience was enough to convince him that he would enjoy the course

What if the receipt was personalised to the analytics acquired by Tour Device?

Could the shop receipt be custom designed as well by students?

What if the GSA Shop could notify visitors of how thankful they are that visitors came here to experience the GSA Tour?

Could students be available in shop to show visitors around wider GSA context?

What if visitors could get back in touch with VisitGSA to show appreciation?

Could prospective students be encouraged to experience GSA before they apply to stand them in better stead for submission?

8

Design Opportunities

1

Better Accessibility

By completing our user journeys, we could affinitise the insights and design opportunities to reveal more defined interventions that we would utilise for our service redesign. Hence we mapped our design opportunities together in an experience framework to explore how they could work or compliment each other through the service redesign. As such they were 3 key themes emerge throughout the opportunities chosen that would feature as part of our groups proposal.

2

Digital Augmentation

3

Student Connections

Discover

Approach

Revised GSA website for visitors

Engage

Interact

Leave

Experience Extensions

Digital Interactive Tour Assistant/ Companion

AR Model Interaction

Customisable Experience Offerings for User Motivations/Expectations

Variable Language Accessibility

Maintain

Social Media Sharing Connecting with Students/Alumni

VR Immersion Interaction

User Testing/ Prototyping

After devising our design opportunities, we thought to undergo user testing through asking a group of students at GSA to prototype our proposed interventions.

For this co-design activity, we sought students who previously had not visited GSA prior to applying and came from outside of Europe. These prospective students would be GSA's target audience for attracting as students outside of Europe have to pay up to three times more on their tuition fees to be enrolled and study at GSA. Hence attracting these international students would greatly benefit GSA financially and thus fulfil GSA Enterprises Ltd goals of helping raise funds for GSA programmes and events.

Therefore, we wanted to test our concepts out on a sample of international users by presenting an in-depth user journey of Donham, for these users to empathise with. Then we will present our design opportunities on a range of 'prompt cards' below our explanation of our opportunities and allow users the chance to comment and co-create our concept opportunities by giving them the autonomy to change and alter our proposal. These co-design activities are designed to help qualify our design concepts and context:

"Such sessions produce varied and rich views, anecdotes, and explanations about the explored context which include the use situation and the users’ concerns, memories, feelings, and experiences surrounding it. These kinds of findings are highly informative and inspiring to design teams."

Visser et al, 2005:120

Photos of our User's engagement with our 'pROMPT cARD' prototyping

9

Photos of our user testing set up with pre-made 'Prompt Cards' ready for user prototyping

"Visiting GSA before I start to study here would have been helpful to see what it was like..."

- Participant

"I never really got what the Mackintosh building was so important for, so yeah going on this tour would have helped me before" - Participant

"Since arriving in Glasgow, I struggle with the Scottish accent... maybe if I visited before I could have been better prepared for attending GSA" - Participant

During the workshop, the participants expressed there surprise of how relevant visiting a university could be before applying. As such, many did not know of Mackintosh and how he helped progress GSA into an internationally renowned Art School. Hence, lacking this knowledge and understanding could have hindered there appreciation and interpretation of GSA. Therefore, visiting GSA could have helped some of our sample relate to GSA better.

Furthermore, many remarked at how other international students had taken a leave of absence from GSA due to it not living up to expectations. Hence, they again referenced prior engagement with GSA could have helped with 'trying before you buy'.

With these contextual insights, some students started to draw aspects of experience that would have made them appreciate their hypothetical visitor experience. Notably, the inclusion of language accessibility was praised as many foreign students felt alienated by the Scottish accent when they first arrived, so having the ability to communicate in a native language would be helpful. Also, many liked the notion of the tour companion device as this would help curate their experience better, again through language accessibility but also spatial and event awareness. As such, a participant added a GSA style lanyard that was colour coded 'green' to symbolise that someone is a visitor. This was a great co-creation moment as we felt as though prospective users of this service were helping to shape and refine it. As such, this was an effective activity that helped us refine our final redesign proposal.

10

Redesign Proposal

'Visit&ExperienceGSA' is an upgraded service over the current VisitGSA offering that expands its tourism facilitation and augments its tour curation through digital integration. Moreover through the digital elements, this experience is more connected and interactive that can allow more GSA students to contribute and form part of the experience that GSA offer visitors.

Breaking down the service re-design further, we focused on four key aspects: the first being a more customisable experience, using a dedicated Visitor website for GSA and choose extensions to suit the visitors preference.

As we aimed this service for prospective students, this website would allow the opportunity to experience more of GSA while being a visitor on campus.

Given the international appeal of GSA, we thought to integrate technology more into the re-design as this allows opportunity for aspects to be translated. As such this centres around a Tour Companion Device that is worn round the visitor’s neck to assist them in their experience. To augment the existing offerings, we have made the tour experience more immersive and realistic by utilising AR&VR technology throughout the tour, to engage with the Mackintosh building better and create more immersive experiences.

Lastly, we wanted to connect GSA students better through the service, as all the proceeds go towards GSA student activities. Hence we thought to include more information about the students who have work exhibited in the shop to allow visitors to connect. As such, the Visitor Centre becomes a platform for promoting GSA talent and showcasing its alumni.

Summarising, Visit&ExperienceGSA offers an expanded range of tourism experiences to cater for more emergent user groups. In particular, we focused on enticing prospective students to apply. This benefits GSA as a whole as the more students it can attract, especially international, the more funding it will receive to deliver world class education and infrastructure. Hence we feel that upgrading the visitor centre experience could interest more overseas students to engage with GSA and then later apply as a student later on.

new Stakeholder Map Augmented reality model implementation

Redesign InterventionS

Immersive virtual reality headsets Digital APP Integration Emergent User F0cus

Tour companion device + visitor Lanyard

The Student Room Trip Advisor

0THER visitors GSA Enterprises Ltd

mANAGEMENT tEAM

mARKETING & Commercial Development

Mackintosh Tourism

Mackintosh enthusiast

Tour Guide

Visit Scotland

gsa Visitor & Experience Centre

GSA Institution

Visitor Prospective Students

Shop Staff

Glasgow CC

GSA Visit & Experience Website

Exhibitions Academic recruitment& Admissions

gsa Staff

GSA Connections GSA Alumni

GSA Students

Expanded Tourism Offering

+

Digitally Augmented Experience

+

Enhanced GSA Connections

WTMS

Dedicated visitor interactive website

Interactive ticket customiser machine

Connecting Visitors with Student Ambassadors

Student discovery alumni network

Charitable awareness and acknowledgement

Redesign Storyboard Expanded Tourism Offering

Persona journey

Donham was directed to a separate Visit&Experience GSA website where he was assisted in planning and choosing his GSA experience

This website allows visitors to customise their GSA experience but choosing extensions and additional experiences alongside current offerings

Interactive ticket customiser machine

Redesign interventions

Dedicated visitor interactive website

Donham browsed relevant information online before choosing to apply for Architecture at the Glasgow School of Art

Donham was greeted by interactive ticket machines when he arrived at GSA, these allowed him to prepare in his own native language and get help

Digitally Augmented Experience

On the tour, the guide suggests that visitors can use their devices to reveal the inside of the Mackintosh building using its AR technology and interaction

To immerse tourists in their experience further, the Library exhibit features VR exploration of the library before and after the fire

Immersive virtual reality headsets

His tour device recommends that he can grab a coffee before the tour starts and browse the latest exhibitions available until it notifies him of tour starting

Augmented reality model implementation

Tour companion device + visitor Lanyard

Donham was assigned a tour companion device to assist his experience. This device is an additional guide that helps facilitate and augment tourist experience

Tourists are encouraged to share their experience through their AR device that allows them to circulate in real time on social media and blogging sites

11

Enhanced gsa Connections

After scanning QR code, visitors are taken to the online Archive that features work and stories by the students who is exhibiting their products

Charitable awareness and acknowledgement

Student discovery alumni network

In the Shop, visitors can learn more about student works exhibited by scanning QR codes next to their work using their tour device.

Upon purchasing a product from the GSA Shop, Donham will receive correspondence to inform him of what his donation has contributed to GSA as a charity

Overview

Overall, I feel that the redesigned storyboard reacts well to the issues identified in the personas original journey. As such, I believe these design interventions are appropriate for this users needs and expectations of this revised service.

Therefore, I believe that the dedicated Visit&Experience GSA website is crucial to achieving a better user/customer experience as it helps facilitate their journey and customise their experience to there preference or needs. Hence I feel that this intervention would be very valuable to any visitor but especially those travelling afar to ensure they get the most out of their journey to Glasgow. As such, the addition of the Interactive Ticket machines are welcome for those who struggle with English as the interface can be translated by an accessibility feature. This helps make international guests feel at home.

Moreover, the design of the Tour Companion Device allows visitors to feel as though they belong at GSA with their own green lanyard. The Companion device is wore on the visitors neck for easy access and interaction. It helps facilitate your experience and ensures you get the most out of your time at GSA. With the Companion Device, visitors can enable new perspectives to its existing infrastructure with AR technology that allows you to interact and explore the Mackintosh model in real time. By holding your device towards the model, you can interact with the building and explore the interior architecture through the SimVis 3D scans. Moving onto the library exhibit, VR is used to provide a more immersive and tangible experience.

Through the VR Headsets, visitors can explore the library pre and post the fire to experience the devastation for themselves. In the Furniture gallery, visitors can take custom filtered and affects using their device camera which automatically links you to GSA channels of social media. Moreover, by using the device in the Shop, visitors can connect with exhibiting students and alumni to explore the GSA Alumni & Student network.

Hence, I feel these proposed interventions are beneficial and valuable to the user experience of my redesign proposition.

Redesign User Journey

New Persona Storyboard

Revised User Journey

Redesign Interventions

Redesign Justification

Donham browsed relevant information online before choosing to apply for Architecture at the Glasgow School of Art

Donham wants to apply to GSA as a student and finds the Visit&Experience GSA website very useful to help him make his decision

Donham was directed to a separate Visit&Experience GSA website where he was assisted in planning and choosing his GSA experience

Donham was greeted by interactive ticket machines when he arrived at GSA, these allowed him to prepare in his own native language and get help

His tour device recommends that he can grab a coffee before the tour starts and browse the latest exhibitions available until it notifies him of tour starting

While on this dedicated website, he can customise his experience to his liking to ensure he gets the most out of his trip and help him decide on GSA

Donham was greeted by the interactive ticket machine which he configured for his native language, this made him feel welcome and at home here

From being assigned a Tour Companion Device, Donham could freely browse the building without worrying about his tour starting without him

VisitGSA ranks highly on TripAdvisor and has international appeal, but maybe GSA could help with planning journey/experience to Glasgow & GSA GSA Website is very out of date and many visitors struggle to use it, could a specific website for Visitors be established or an updated website?

Finding where and who to approach for buying a Tour Ticket is not clear, an automated machine could help alleviate language barriers and allow visitors more choice and options for their tour

A Tour Companion device would allow every user to be accommodated during their tour by allowing them to be tracked and monitored throughout, from doing so, they can connect with other visitors and the environment around using Bluetooth tagging technology while visitors wait for their tour and interact with the Shop and Exhibitions

On the tour, the guide suggests that visitors can use their devices to reveal the inside of the Mackintosh building using its AR technology and interaction

The Tour then explores the Reid Building as the visitors are escorted through the building to the first floor exhibit by the Tour Guide

To immerse tourists in their experience further, the Library exhibit features VR exploration of the library before and after the fire

Tourists are encouraged to share their experience through their AR device that allows them to circulate in real time on social media and blogging sites

After the Furniture Exhibit, Visitors are encouraged to go back downstairs to the Visitor Centre for a debriefing and then to Shop

Given the Mackintosh building is closed, Donham finds the AR viewer in his Tour Companion useful to gain insight into the inside architecture.

With the Tour Companion device, Donham can internally communicate issues or queries with the Tour Guide to highlight his toilet request

Donham loves the VR headset installation as it provides an immersive and impactful experience into the Mack Library before and after the fire

With his Tour Companion, Donham can apply special filters and affects to photos and share directly to social media using official GSA hashtag/handles

Ending the Tour, the Companion Device gains feedback from visitors and can allow visitors to extend their experience further by providing more options

Given we cant go inside the Mackintosh building, could we use AR with the existing building model to give the ability to look inside the space and interact with the building. As it is one of the best scanned buildings in the world with SimVis, could the scans be translated to AR?

As a big part of GSA is Glasgow, could we embrace Glaswegian culture through language? What if the Companion Device displayed Scottish humour to tourists and notify Tour guide of any requirements of visitors... like toilet access and questions

Like the Mackintosh Model, the Library exhibit lacks a realistic experience, hence could VR be used to show people around the library space? Could VR highlight the difference before and after fire better than photos?

Through smell, could we emulate this special space and show how much the fire has destroyed its essence?

In the Furniture Gallery, could the information be better displayed using interactive displays to show Archive content regarding the chairs being used and made. This gives more dimensions and insight without interacting directly with furniture items

The Tour device could allow staff to monitor visitors if they decide to explore the building or go to student studios. Hence, it adds an extra layer of security for safety purposes

12

Donham then explores the GSA Shop offerings after his tour, he is intrigued by the students works on offer within the shop

In the Shop, visitors can learn more about student works exhibited by scanning QR codes next to their work using their tour device.

From connecting with this student, Donham can interact with GSA students and alumni, he gets in touch with a 1st year architecture student.

While Donham is on the GSA Campus he meets with some students near the Bourdon who give him insight into Architecture

Donham arrives home and then applies to the Architecture programme at GSA following his visit

In the shop, Donham is seeing the variety of products that GSA students have made and is researching their journeys using his Companion Device

Donham sees an intriguing artefact by an Architecture student, he scans the QR code to get connected with this current GSA student

Through the connect platform, Donham manages to get in touch with the student through linking with him through the GSA Archives

Donham’s experience was complete when he got in touch with this student who showed him around and answered his questions

Donham’s visitor experience at GSA convinced him that it is the institution for him and that he was confident to apply for the course

Many visitors are prospective students for GSA and would benefit from more exposure to GSA practise & insight into current student experiences, hence could more links to Open Studio encourage this?

The Shop already helps promote GSA talent and enterprise, hence could a wider connection system help get students and alumni noticed in the professional world? Or help them expand their network/fanbase?

Many Visitors would like more options to explore GSA and Mackintosh while they are in Glasgow. Could the tour become the starting point to many other GSA and Mackintosh tourism?

Could the Shop be the touchpoint for connecting prospective students to GSA representatives? Visitors could pay for the privilege and encourage student ambassadors to step forward

The GSA Visitor Centre could become the first step for many prospectful students journey to Art School, as the Mackintosh Building becomes the new home of first year students, this tour would help 'sell' GSA to students/parents etc.

13

Redesign Blueprint

Discover

External Interaction

Journey Stage

Journey Stage External Touchpoints External Touchpoints

User Actions

External User Touchpoints Actions Journey Stage

Frontstage Journey Stage

Discover

Visit&Experience Dedicated Website

Trip Advisor website VisitScotland website

External UserLine Touchpoints Frontstage Actionsof

Interaction

Frontstage

External Touchpoints Backstage User Frontstage Actions Backstage User Actions

Internal Interactions Line Frontstage of Backstage Internal Visibility Interactions

Backstage

Frontstage

Discover Plan a custom trip to Glasgow School of Art

Book travel to Glasgow

Visit&Experience Plan Dedicated a custom trip to Glasgow School Website of Art

Trip Advisor website Book travel to VisitScotland website Glasgow

Plan a custom trip to Glasgow School of Art Establish a digital interactive marketing plan/strategy Interactive Booking Marketing and a Tours Website Establish for VisitGSA Communications interactive &digital GSA Experiences Department marketing plan/strategy Interactive Booking Website for VisitGSA Tours & GSA Experiences

Backstage Internal Interactions

Marketing Establishand a Communications digital interactive Department marketing

Backstage

Marketing and Communications Department

Internal Interactions

Establish a digital interactive marketing plan/strategy

Internal Interactions

Establish a digital interactive marketing plan/strategy

Internal Interaction

Discover

plan/strategy

Link to booking travel/accomodation arrangements on the website Trip Advisor website Book to Link totravel booking VisitScotland website Glasgow travel/accomodation arrangements on the website Trip Advisor website VisitScotland website Visit&ExperienceGSA links to trusted travel partners to deliver hollistic trip preparation Link booking Booktotravel to travel/accomodation Glasgow Visit&ExperienceGSA arrangements the links to trustedon travel website partners to deliver hollistic trip preparation Book travel to Glasgow Visit&ExperienceGSA liaising with travel partners to deliver Link of to booking ease Visit&ExperienceGSA travel/accomodation links to trustedon travel arrangements the Visit&ExperienceGSA partners to travel deliver website liaising with hollistic trip partners topreparation deliver ease Link of to booking booking travel/accomodation arrangements on the website

Visit&ExperienceGSA Visit&ExperienceGSA links to trusted travel liaising with partners to travel deliver partners topreparation deliver hollistic trip ease of booking Visit&ExperienceGSA links to trusted travel partners to deliver hollistic trip preparation

GSA Campus

GSA Visitor Centre GSA Visitor Centre VisitGSA Staff Tour Companion Device

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Interact

GSA Visitor Centre VisitGSA Staff Tour Companion Device

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Approach Tour Companion Devices

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Floor Manager & VisitGSA Maintenance and Updates

Tour Companion Device Charging and Sync Hub & Tour Guide Control Pads

Visit&ExperienceGSA liaising with travel partners to deliver ease of booking

VisitGSA investment in an accessible ticket machine for visitors

Investment into technology and infrastructure in the GSA Visitor Centre & training to use devices

Visit&ExperienceGSA liaising with travel partners to deliver ease of booking

VisitGSA investment in an accessible ticket machine for visitors

Investment into technology and infrastructure in the GSA Visitor Centre & training to use devices

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Co-dESIGN wORKSHOP

Although we had hoped to have had a codesign workshop with relevant staff and 'gatekeepers' within GSA Enterprises before our final proposal, we unfortunately could not arrange a time to meet due to the Spring break. However, we did manage to arrange a date for a workshop that was after we had presented our final presentation. This was not ideal for the project time-line but at least allowed us to gain feedback on the real world impact and value our redesign proposal could provide to the existing VisitGSA service.

As such, we were very lucky to have Jen Stewart, Communications Manager for GSA Enterprise Ltd as a gatekeeper for our Co-Design workshop. From liaising before regarding our project proposal, she had brought along other management of the VisitGSA service, including the Visitor Centre Floor Manager, Becky and the newly appointed Tour Manager, Constance.

Hence, we were really excited to show our work that we had been presented to date. So we externalised our work onto walls and created co-design 'feedback' sheets to allow them to express their thoughts and opinions visually throughout our presentation of our redesign proposal.

"This is an interesting proposal from an prospective student perspective as we are a public facing touchpoint of GSA and we could be viewed as more accessible for these users" - GSA Enterprise Communications Manager, Jen

"I really like how could expand our market through offering experiences as this allows us to grow and attract new users, such as parents of prospective students too" - Visitor Centre Floor Manager, Becky

"As a newbie, it is great to see your perspective of our tours service and the expansion proposal to open up GSA to welcome more visitors to experience life as a student here, thought provoking!"

- VisitGSA Tour Manager, Constance

Photos of our Co-Design Workshop that we set up for GSA Enterprise Staff

14

Some Photos of feedback during our codesign workshop

Overall, the feedback we gained was very positive and encouraging. Moreover, I was pleased that our proposal was step away from their usual target user, and as such they found this exploration interesting and thought provoking. Furthermore, I was glad that many aspects of conversation were aligned with their values, which to me indicates that we were on the right path while conceptualising our proposal.

In particular, I found that through conversation that they warmed to the prospect of the Visitor Centre becoming a hub for applicants to approach in order to gain knowledge, insight and experience into life at GSA. I feel that this would be poignant when first year students are moved to the Mack in 2019, hence VisitGSA would facilitate as a starting point to their journey at Art School.

Also, I believe there initial resistance to digital integration faded away through our co-design workshop. Initially, they were reluctant to embrace a custom visitor device but through our user journeys, we managed to explain the value of a dedicated tour device as opposed to an app. More so, they found the implementation of AR & VR very interesting as a possible tour extension once the Mackintosh building is up and running in 2019 to showcase the fire in the Window on Mackintosh visitor centre in conjunction with the original Mack visitor centre.

As such, I believe this concept could resonate further as VisitGSA expands in the near future and seeks new ideas to maintain its status as one of the highest

15

Reflection

Looking back on my Service Design Specialism hollistically, I feel like our project was a success as it did response well to the analysis and critique we assembled during the first half of the project but I believe we could have worked more cohesively as a group to deliver more detailed outcomes for our redesign proposal. As such, I feel like the outcomes are at a surface level of resolution where I had hoped for a much deeper and integrated service redesign. That being said, I do feel that we were quite ambitious with our proposal as it covered the whole spectrum of experience whereas on reflection I feel we should have specified a particular aspect or moment of the experience to design for as this would have helped us to deliver more depth to our proposal.

For me working in groups at GSA has been quite a challenge and this year has been no exception. During my undergraduate programme, I often found myself struggling to be heard within groupwork but during this masters course, I had often found my voice being the leader in a group. This has been difficult to adjust to but I have enjoyed having more autonomy and acceptance of my views and opinions within teams. Furthermore, my groups grasp of English attainment was weak at times, so I feel like I was literally the voice of the group at times, which was a little embarrassing especially when it came to co-design activities and stakeholder engagement. As such, I had found managing the group to be quite complex as I didn’t fully know and acknowledge my teammates abilities and strengths. Hence I often found myself at times agreeing

to undertake the majority of the workload as I didn’t fully trust others to do so. Throughout the project however, I did manage to open up with my teammates and share responsibilities more equally as they could compensate for my weaknesses like graphic communication and illustration. As such, teamwork was hard earned but I really enjoyed working with my group and getting to know more about them and their culture. Therefore, I believe this was a positive groupwork experience and I believe the learning I have taken from working with a group like this will be beneficial for the future as Service Design becomes ever more international in reach and context.

Personally I was pleased with the level of engagement we undertook with stakeholders during this project. As such, I found the co-design workshop to be very insightful to gauge how effective our proposal would be in reality and how it compares to initiatives that have already been explored. Hence, I was quite pleased that we had taken a different approach by exploring an emergent user of the service. We were given lots of feedback of how we could take this proposal further and were advised to contact other departments in GSA as there is lots of crossover with recruitment. As such, I am hopeful that our proposal is revisited as a analysis and critique of the existing VisitGSA service at least.

In conclusion, I feel I have learned and been exposed to a lot during this Specialism course and I look forward to applying my experience towards my Semester 3 Thesis Project and other extra-curricular activities ahead.

'Window on Mackintosh' Visitor Centre press image (GSAE, 2014)

References GSA Enterprises Ltd, Glasgow School of Art. URL: http://www.gsa. ac.uk/about-gsa/key-information/our-structure/gsa-enterprisesltd/ [Accessed 08/04/18] VisitGSA, Glasgow School of Art. URL: http://www.gsa.ac.uk/visitgsa/ [Accessed 07/04/18] GSA Visitor Centre, Glasgow School of Art. URL: http://www.gsa.ac.uk/ visit-gsa/visitor-centre/ [Accessed 08/04/18] GSA Shop, Glasgow School of Art. URL: https://www.gsashop.co.uk/ [Accessed 11/04/18] The Glasgow School of Art. URL: http://www.gsa.ac.uk/ [Accessed 05/04/18] Trip Advisor, ‘The Glasgow School of Art’ URL:https://www.tripadvisor. co.uk/Attraction_Review-g186534-d187761-Reviews-The_Glasgow_ School_of_Art-Glasgow_Scotland.html [Accessed 09/04/18]

Bibliography Manzini, E. and Coad, R. (2015) Design, when everybody designs: An introduction to design for social innovation. Cambridge, MA: MIT Press.

Miaskiewicz, T. & Kozar, K.A. (2011) Personas and user-centered design: How can personas benefit product design processes? Design Studies, 32(5), pp.417–430.

Probst, B. (2016) Both/and: researcher as participant in qualitative inquiry, Qualitative Research Journal, Vol. 16 Issue: 2, pp.149-158, https://doi.org/10.1108/QRJ-06-2015-0038 Robertson, T., Simonsen, J., & User-Driven, I. T. (2013) ‘Participatory Design: an introduction’, in Robertson, T., and Simonsen J. (Eds.), Routledge International Handbook of Participatory Design, pp. 1-17.

Strauss et al. (1990) Basics of Qualitative Research: Grounded Theory Procedures and Techniques. Newbury Park, CA: Sage Publications Visser, F.S. et al., 2005. Contextmapping: Experiences from practice.

CoDesign , 1(2), pp.119–149