emp museum - experience design

EMP MuseumChuck Ruud

Layla Hassoun

Larissa Yoshiura

Nidhi Gupta

Olga Solano

A-TEAMStrategic Technology - DM 2014

Fernanda Galmez

PIVOT STRATEGIES

ROADMAP

UMBRELLA STRATEGY

NEW INVESTMENTS

GOALS

AGENDA

VISITORS REVIEWS

2004 2006 2008 2010 2012 20142000

“This museum could be the one that saves Seattle”

“If you’re a frustrated musician this is the museum for you”

“This should be Number 1!”

“They understand what is to be a museum, and to balance education with pop culture”

“... EMP don’t invest money in the items they’re over-charging you to see”

2002

“The exhibits aren’t inviting and not well done; it’s somewhat of a hodgepodge”

“It’s a bit pricey, the employees I talked to seemed disinterested in their own museum”

“One small room with a few bits of Battlestar Galactica props doesn’t justify calling a place SF museum”

“The exhibits are limited and never changing”

“The exhibits, on average, were small and lackluster”

Source: Tripadvisor

SWOT ANALYSIS

Strengths↑ Opportunities ↑

↑ Uniqueness↑ Sightseeing↑ Localization

↑ Few attractions in Seattle↑ Wealthy millennials in Seattle↑ Washington is the 6th Millennial market

Weaknesses ↓ Threats ↓

↓ Onsite communication↓ Exhibitions duration and curator

↓ Seattle is a business destination↓ Low perceived value ($$$$)

Museumfeatures

SWOT ANALYSIS

Product / Experiences


↑ Youth Board Advisor ↑ Pop culture broadness


↓ Almost no social / environmental approach

↓ Speed of trends↓ Niche perceived positioning↓ Socially responsible products consumption


↑ Well defined↑ SM presence and rating↑ Google Search Ranking

↑ Music and international experience lovers↑ Gen Z babies↑ Engagement in the social media↑ Mobile heavy-users


↓ Website UX↓ Multichannel accessibility↓ 43% of revenues are donations

↓ Negative reviews

SWOT ANALYSIS

Communication with target

GOALS

BE SELF-SUSTAINABLE

↓ Reduce dependency on donations

↑ Increase # of visitors with minimum costs

PIVOT STRATEGIES FOR SUSTAINABILITY

#1 AMPLIFY WHAT IS DOES BEST

#2 LEVERAGE ITS UNIQUE POSITION

#3 BUILD A NETWORK OF LIFE-TIME FANS AND PATRONS

#4 EXTEND THEIR CIRCLE OF INFLUENCE BEYOND THE WALL OF EMP

#5 STIMULATE FEEDBACK AND CONTINUED COMMUNICATION

#6 IMPROVE THE PERCEPTION OF PRICE/VALUE

#7 CREATE STRATEGIC PARTNERSHIPS

THE UMBRELLA STRATEGY

Outer XP Inner XPLeverage its unique positioning within its existing visitor base while attracting new

visitors. Create experiences that extend beyond the walls of EMP through new

technologies and opportunities for visitors to share experiences.

Create “hard to forget” and “lifetime opportunity to see” experiences enjoyed by “extreme fans”, “amateurs” and “non-fans”.

ThreatsWeaknesses

Concept: 110% potential

ROADMAP

#1 Short-term

#2 Mid-term

6 (+)$$

6 (-) M$$

6 (-) M$

#3 Long-term

MOBILE APP

CONTAINER TEASER EXHIBITIONS VIRTUAL TOUR

NEW INVESTMENTS _ mobile app

After / Before next visit

IDEA App for smartphones with features that cover the entire consumer journey

UX RELATED TO THE MUSEUM Fun for fans and non-fansExperiences inside and outside the museum, stored, shared and remembered.

BeforeStay culturally tuned,

Buy tickets, EMP Radio

Smart audio guide (beacons),

Augmented Reality, Real time Feedback,

Social sharing

Review, remember, re-share, social

gaming

Collect points

Visit EMP again

During

Exchange for discounts

INVESTMENTSA. DevelopmentB. BeaconsC. Partnerships

HOW IT WORKS:

NEW INVESTMENTS _ container teaser exhibition

UX RELATED TO THE MUSEUM: Building up anticipation.Connect with the space, exhibits and culture.

HOW IT WORKS:Exhibit of un-utilized pieces of EMP’s collections. Integrate innovative technology giving users a taste of the EMP.

INVESTMENTS:A. Reused container.B. Reused Electric XRE20 with zero emissions.C. The design of the inside of the truck.D. Operational and personnel costs.E. Planning.F. Publicity/ Advertising.

IDEA: A “teaser” exhibition within a shipping container that can easily travel around North America.

REMOTE GUESTSNEW INVESTMENTS _ REMOTE GUESTS _ ROBOT EXPERIENCE

IDEAGuests can remotely rent a The Double Robotic (or similar type robots). These members can sign out a robot for a desired time to experience the museum freely.

UX RELATED TO THE MUSEUMA. User is able to connect with the space, exhibits and people

around.B. Leveraging this technology so it can speak to the sci-fi section of

the exhibit. C. Connecting with others emotions as they also experience the

exhibits.

HOW IT WORKS

INVESTMENTS

A-TEAMStrategic Technology - DM 2014

THANK YOU!Chuck Ruud

Layla Hassoun

Larissa Yoshiura

Nidhi Gupta

Olga Solano

Fernanda Galmez

emp museum - experience design

Design