EMP Museum - Experience Design
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The EMP Museum is exploring strategies to become more financially sustainable and attract new visitors. Their proposed roadmap includes short, mid, and long-term initiatives such as developing a mobile app with augmented reality features, sending a "teaser" shipping container exhibition on tour, and allowing remote guests to experience the museum through robotic avatars. The overarching strategy is to leverage the museum's unique position and create memorable experiences both within and extending beyond its walls through new technologies and opportunities for social sharing.
EMP Museum - Experience Design
- 1. EMP Museum Chuck Ruud Layla Hassoun Larissa Yoshiura Nidhi Gupta Olga Solano A-TEAM Strategic Technology - DM 2014 Fernanda Galmez
- 2. PIVOT STRATEGIES ROADMAP UMBRELLA STRATEGY NEW INVESTMENTS GOALS AGENDA
- 3. 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
- 4. 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 ($$$$) Museum features
- 5. SWOT ANALYSIS Product / Experiences Strengths↑ Opportunities ↑ ↑ Youth Board Advisor ↑ Pop culture broadness Weaknesses ↓ Threats ↓ ↓ Almost no social / environmental approach ↓ Speed of trends ↓ Niche perceived positioning ↓ Socially responsible products consumption
- 6. Strengths↑ Opportunities ↑ ↑ Well defined ↑ SM presence and rating ↑ Google Search Ranking ↑ Music and international experience lovers ↑ Gen Z babies ↑ Engagement in the social media ↑ Mobile heavy-users Weaknesses ↓ Threats ↓ ↓ Website UX ↓ Multichannel accessibility ↓ 43% of revenues are donations ↓ Negative reviews SWOT ANALYSIS Communication with target
- 7. GOALS BE SELF-SUSTAINABLE ↓ Reduce dependency on donations ↑ Increase # of visitors with minimum costs
- 8. PIVOT STRATEGIES FOR SUSTAINABILITY #1 AMPLIFY WHAT IS DOES BEST #2 LEVERAGE ITS UNIQUE POSITION #3 BUILD A NETWORK OF LIFE-TIME FANS AND PATRONS #4 EXTEND THEIR CIRCLE OF INFLUENCE BEYOND THE WALL OF EMP #5 STIMULATE FEEDBACK AND CONTINUED COMMUNICATION #6 IMPROVE THE PERCEPTION OF PRICE/VALUE #7 CREATE STRATEGIC PARTNERSHIPS
- 9. THE UMBRELLA STRATEGY Outer XP Inner XP Leverage its unique positioning within its existing visitor base while attracting new visitors. Create experiences that extend beyond the walls of EMP through new technologies and opportunities for visitors to share experiences. Create “hard to forget” and “lifetime opportunity to see” experiences enjoyed by “extreme fans”, “amateurs” and “non-fans”. ThreatsWeaknesses Concept: 110% potential
- 10. ROADMAP #1 Short-term #2 Mid-term 6 (+) $$ 6 (-) M $$ 6 (-) M $ #3 Long-term MOBILE APP CONTAINER TEASER EXHIBITIONS VIRTUAL TOUR
- 11. 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-fans Experiences inside and outside the museum, stored, shared and remembered. Before Stay 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 INVESTMENTS A. Development B. Beacons C. Partnerships HOW IT WORKS:
- 12. 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.
- 13. REMOTE GUESTSNEW INVESTMENTS _ REMOTE GUESTS _ ROBOT EXPERIENCE IDEA Guests 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 MUSEUM A. 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
- 14. A-TEAM Strategic Technology - DM 2014 THANK YOU! Chuck Ruud Layla Hassoun Larissa Yoshiura Nidhi Gupta Olga Solano Fernanda Galmez