Service designing the Largest Museum of the Netherlands

Museum Catharijneconvent+

Astrid Jacobs, Studio Director Kris van Veen, Educator Museum Catharijneconvent June 26th, 2017

Service design is the activity of planning and organising people, infrastructure, communication and material components of a service

Museum Catharijneconventa short introduction to

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The Largest Museum of the Netherlands

The conception of

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It all started with the book

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The largest museum of the Netherlands

The insight learned from creating the book, was that collectively the Dutch churches have the largest art collection, amount of visitors and m2 of all ‘museums’ in the Netherlands. However, people often enjoy to visit churches during their holidays, but tend to pass them by in the Netherlands.

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Opening the doors for day-trippers

The book sparked off the ambition to make the churches approachable for people who are no (longer) regular church-goers, but who are interested in it’s rich history. The best way to do this, is by positioning it as an addition to the day-trip offer.

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Surprising insights and answering questions

Even when people do enter a church, they often are no longer familiar with the holy book(s) and the clerical traditions. We wanted to offer them the stories behind the objects and the architecture.

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Creating one complete experience

By offering not only a digital tour, but a complete range of communication tools, we created a virtual museum-layer in the churches. Without interfering with either religious activities or the interior.

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It starts with playing pinball

Strategic outline

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Strategic canvas

16 touchpoint strategy

products & services

customers & environment

brand positioning

organisationcontent & communication

technology visual identity

corporate strategy

implementation strategy

preconditions

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CustomersFor whom do we do it?

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Is the church open? Do I disturb a service? The entrance forms a barrier. Make sure to invite people into the church.

Can I speak out loud? Do I need to take my coat off? Visitors are often no longer familiar with the rules of conduct in the church, which makes them shy. Make them feel welcome.

The first impression while entering the church is a wow-experience. Give it some time.

You need to walk around in order to get to complete story. The device should allow you to wonder around, zoom in on a detail, stepping back again for the big picture.

Most visitors come together, in duos or in groups. Make sure that they can continue to interact with each other and reflect.

The visit to the church is not the main purpose of the day. It's something in between other activities. Make is ‘snack-able’.

Volunteers often find technology frightening. Make sure their support function is simple, so they can focus on their role as host.

Fabrique26

Doelgroep

GMVN+4

Dagjesmensen(50-75 jaar)

Cultureelgeinteresseerden

(30-50 jaar)

Toeristenbuitenland

Inwoners van de regio

Sometimes, insights can be distracting

Klantnaam+

ContentWhat are we going to tell? And how?

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The visitor is the starting point and the decisive factor.

› multiple perspectives › opinions › memories › ways of learning › wondering › associations › create a platform to share knowledge, experiences and stories.

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Something is only meaningful if it connects to something else

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Purposeful information› natural route › obvious viewing spots › questions are raised › crucial to the location

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Added value› raised viewing pleasure › raised experience of an object› increased and deepened time of looking › learned experience is applicable › connections are created with other objects or prior existing

knowledge › the object is placed into context

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Aspects of content creation› layered structure › tone of voice › activation and participation › storylines

‘I ASK’ developed by the Joods Historisch Museum, Petra Katzenstein en Irith Koster

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Layered structureEasy, pro and expert go together.

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Tone of voiceGiving the visitor the opportunity to get to know and trust the museum and the location where they are at.

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Activation and participation

The visitor not only discovers the location and the objects in themselves but also the connections between both object and location and, more importantly, between the objects and themselves.

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Storylines› building history › art history › customs and religion

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And then… into the church“The Iconoclasm did not happen at the end of the sixteenth century, it happend in1580.”

“We need to tell this story because people will not see this otherwise!”

“All people like to hear the organ for more than 3 minutes, it is a beautiful instrument right?’

“But there was a church build here before this one, why don't you tell that?”

“You can just skip this explanation, everybody know that already, if you leave it out you can tell more about the bishop. He is very important.”

“Aren’t these questions childish?”

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ProductWhat’s it going to be?

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Is it a man, is it a bird, is it an aeroplane…?

During the discovery phase, we deliberately did not focus on one specific device. Instead, the central question was how to create a relevant museum experience. Whether that be VR, native app, multi media tour, printed maps, exhibition, personal guided tour or else.

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An audiotour it is!› no interference with the interior, unlike an exhibition › no distraction from experiencing the real objects/interior, unlike a multi media tour › no dependency on wifi and own devices, unlike app or mobile site › no disturbance due to audio, unlike own devices without earplugs › the tour has no major relevance after the visit, what would advocate an app › audio facilitates to focus on the narrative › beacons enable to customise the experience at each church › within budget range, unlike VR

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As you wishThe audiotour offers two versions. The linear tour takes the visitor ‘by the hand’ and guides them through the church. The ‘walk around’ tour allows the visitor to wonder and select stories based on his/her interest. The stories in both versions are the same.

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Automating vs controlWhere the linear tour was functioning well from the beginning, the walk around tour was sub optimal. It suffered from both unstable signals of the beacons and too complex UX patterns for the audience. By simplifying the design, we gave more control to the visitor and lessend the dependency on the beacons.

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ServiceWhat needs to be in place?

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Fabrique

Service blueprint

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Brand, visual identity & communication

How do we call the programme? Who is the sender?

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How to mix the brandsWe needed to find a fine balance between the two initiating organisations, Museum Catharijneconvent and the individual churches. And in the meantime introduce a new brand for the Largest Museum itself.

In order to get this balancing act right, we needed to differentiate between national campaign, local campaign and on site communication.

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A Michelin-star for churches

But first and foremost, we needed explain to the public what the Largest Museum is about. We suggested the introduction of the brand ‘Museum churches’. Functioning as a quality mark for the participating churches. Like the Unesco heritage sites.

And for the national campaign, using the pay-off: ‘Opening soon: the largest Museum of the Netherlands’.

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Before we end

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Visit the Largest Museum yourself

› Basiliek van de Heilige Nicolaas, Amsterdam

› Portugese Synagoge, Amsterdam › Grote Kerk, Breda ›  Synagoge, Enschede ›  Sint-Jan, Gouda › Cenakelkerk, Heilig Landstichting › Mariakerk, Krewerd

› Basiliek van Onze Lieve Vrouw Sterre der Zee, Maastricht

› Adelskerk, Midwolde › Sint-Hippolytuskerk, Middelstum › Basiliek van de Heiligen Agatha en

Barbara, Oudenbosch › Petruskerk, Pieterburen › Domkerk, Utrecht

Filmpje Joep

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Thanks to the great team› First and foremost to the Museum Catharijneconvents’ projectteam

Boukje Schaap, Kris van Veen and Esther Blanken. They are true Charlie’s Angels.

› And for the devotion from the Fabrique project team: Wouter Middendorf, Bart Bergmeijer, Bas Peschier , Corine Asselbergs, Maria Boixeda, Robbert Konings, Robin van der Rijst and Hans Leijdekkers.

› Bart de Keijzer gave the Largest museum is own ‘Babylon’ with his key visual. And Joep Becking created a heavenly movie.

› Besides that, many thanks for the support by Douwe Wigersma, Anique de Kruijf and Marieke van Schijndel of Museum Catharijneconvent.

› All this would not have been possible without the enthusiastic, committed teams from the churches.

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Want to know more?Kris van Veen Museum Catharijneconvent grootstemuseum@catharijneconvent.nl + 31 30 231 38 35

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Astrid Jacobs Fabrique astrid@fabrique.nl +31 6 10180685