This project is in partnership with the Museum Brandhorst for addressing specific target groups for improving their user experience and engagement while addressing and remedying existing pain points. This project was done in collaboration with students Ahd M., Aparna S., Linda S., and Meili W.
To better understand the target group for this project, research was done on the current status of museums, their importance to society and potential pain points of how teachers, schools, and pupils feel towards museums. In addition, other local museums were explored to benchmark the current standing and presence of the Museum Brandhorst. Expanding the scope, successful international museums were also looked into to showcase the best practices that are currently in the field.
To better understand our target group, interviews were conducted with the MPZ (Museum Pedagogical Center), the institution that was responsible for museum visits, education, and the curriculum, alongside local teachers. From the insights gathered from the respective interviews, pain points were highlighted which lead to the formulation of the opportunity statement.
In order to explore the "how might we," a variety of brainstorming methods was used in numerous rounds to generate potential ideas that could be turned into solutions.
After a long brainstorming journey of revisions and re-visitations to former ideas, it was noticed that each idea was tackling different issues and was to be implemented at a different stage of the customer journey process. Without discarding any of the ideas proposed, it was most viable to create a multi-step strategy as a solution which did not exclude any of the ideas’ potentials. Using a “before-during-after” framework, a cyclical customer journey strategy was implemented. To prolong the strategy, the long-term effects were also explained, proving a sustainable solution for the future of the Museum Brandhorst.
Although the strategic cycle plan is not yet validated and implemented, the reception of the proposed solution may be vulnerable to external factors such as social, situational, or even environmental aspects. However, backed with research, it can be said with certainty that there is merit in the solution proposed.
