redesigning museums for good

REDESIGNING MUSEUMS FOR GOOD

KIGALI, AMSTERDAM

OCTOBER 2014

Virtually every visitor to a genocide memorial or holocaust museum can attest to overwhelming feelings of sympathy, sadness and outrage, but most visitors can also attest that they did nothing substantively differently as a result. !

HOW CAN WE RETHINK THE EXPERIENCE OF MEMORIALS TO ACTIVATE VISITORS FOR A BETTER HUMANITY?

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KIGALIGENOCIDE MEMORIAL RWANDA

01BACKGROUND

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MASSGRAVES IMMERSION & CONTEXTUAL OBSERVATION



HISTORICALGALLERY IMMERSION & CONTEXTUAL OBSERVATION



PHOTOS & REMAINS IMMERSION & CONTEXTUAL OBSERVATION



OTHERGENOCIDES IMMERSION & CONTEXTUAL OBSERVATION



CHILDRENROOM!

!IMMERSION & CONTEXTUAL OBSERVATION



CALL FORACTION IMMERSION & CONTEXTUAL OBSERVATION



END! IMMERSION & CONTEXTUAL OBSERVATION





HISTORICAL GALLERY

MASS GRAVES

PORTRAITS AND REMAINS ROOM

CHILDREN ROOM

“It takes a while to process the anger, guilt, and helplessness.” !

The museum generates an emotional burnout that leaves visitors unable to react.


“You can’t talk about the rebirth without talking about genocide.” !


IN DEPTH-INTERVIEWS INTERCEPT INTERVIEWS & CONTEXTUAL IMMERSION

ON-GOING SYNTHESIS

SHADOWING

There’s an opportunity to tell the holistic story from genocide to rebirth.

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INZOVU* CURVE



The word “Inzovu” means Elephant in Kinyarwanda, the native language of Rwanda.

* The Inzovu Curve is a model that maps specific designed activities to the emotional response of the individual experiencing them.


A genocide memorial is meant to trigger a profound personal reaction. This is a moment of suffering and creates a strong emotional connection to what happened.

INZOVU CURVE CONCEPTUAL MODEL

This moment should happen multiple times during the experience itself. It’s meant as a way to decompress for sensible people, and a space to think for everyone.

While genocides are terrible events, there are always heroes that shine through. These people are often highly relatable because are normal people that do positive acts. It’s hope for the humanity.

While it’s difficult to generate action in each and every person, this moment is made possible by the ones before. In a sense, the pain prepares the seeds that then reflection is able to turn to something positive, while hope gives examples to follow and show how others acted positively.

EXPERIENCE STAGES



EMOTIONAL OUTCOME

Each individual has a completely personal baseline that is a neutral starting state. The vertical axis maps below the line the intensity of empathic response, down to the potential burnout or shutdown; and above the line the intensity of compassionate disposition.



motivation and ability to act

personal connection to the experience of genocide

CONVERSION POINTS


INZOVU CURVE KIGALI GENOCIDE MEMORIAL

MUSEUM EXPERIENCE WORKSHOP EXPERIENCE

Extend the experience outside the memorial by creating dedicated paths and deep dives.

Raise awareness by making visitors selecting their journey at the beginning.



Augment the content and stories displayed in the physical space by giving access to the memorial’s archive, creating different narratives and connections based on what visitors are interested into.



Give visibility to the moments of hope by creating a space in the museum to display stories of reconciliation.

Support reflection by creating breaks in the physical flow of the visit.



Bridge the gap between will and action by reminding to the experience later on (i.e. a letter to be opened on the way back home).




INZOVU CURVE BEHAVIOUR SCALE

Aware: a person is aware of the facts and can apply critical thinking, but it’s purely knowledge and rationality. !Empathic: a person who is able to use its emotional intelligence to connect to other people.

Advocates: people that have been able to transform their empathic response to action. !Catalysts: advocates able to guide other people through the behaviour scale.


INZOVU CURVE BEHAVIOUR SCALE

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INZOVUCURVEWORKSHOP AMS

02EVENT


UX FOR GOOD REDESIGNING MUSEUMS FOR GOOD

NEW YORK

AMSTERDAMCHICAGO


ANNE FRANK HOUSE OBSERVATION

AFH MUSEUM

VISIT

REFLECTIONS

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ANNE FRANK HOUSE OBSERVATIONANNE FRANK HOUSE OBSERVATION

9AM10AM

The immersion started with a long line! !Average time to enter the Anne Frank House is 1 hour. Online tickets were already sold for the upcoming month.

DIARY

QUEUE

SECRET ANNEX

REFLECTIONS

“You can easily walk out and be ready for the next thing to see.” !

For many visitors the Anne Frank House is simply one thing to check among Amsterdam’s attractions.

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- - -

ANNE FRANK HOUSE OBSERVATION

FINAL MESSAGE

ANNE FRANK HOUSE EXPERIENCE ASSESSMENT


AFH EXPERIENCEASSESSMENT




THE EXPERIENCE NOW

QUEUE = INTEREST

THE HELPERS’ STORY

QUOTES FROM CELEBRITIES INSPIRED BY ANNE

THE IMPACT OF THE DIARY ALL OVER THE WORLD !COMMERCIALISATION OF THE TRAGEDY (SHOP)

WHAT DOES THE FOUNDATION DO? !

THE LAST POSTCARD

THE CLOSED WINDOWS

THE ORIGINAL WALLS IN ANNE’S ROOM

PERSONAL ACCOUNTS FROM FRIENDS

SURVIVORS’ TESTIMONIALS

IMAGING THE EVERYDAY LIFE IN THE ANNEX

OTTO’S MAP OF ALLIES’ PROGRESS

“IT MUST HAVE BEEN A BETRAYAL”

OTTO DIDN’T KNOW THE ANNE FROM HER DIARY

REALISING ALL THE HELP WAS USELESS !

REFLECTION IS MIXED WITH PAIN

INSPIRED BY THE HELPERS: COULD I DO THE SAME?

THE BOOK WITH THE NAMES OF DEPORTED JEWS

LACK OF ANGER, LACK OF CONTEXT

FEAR FROM REFLECTION WALLS: IT CAN HAPPEN AGAIN

NO QUESTIONS LEFT FOR THE VISITORS

CULT OF PERSONALITY



The poor narration of the “life before” the secret annex prevent visitors from building enough understanding and empathy.

KEY INSIGHTS



The experience itself lacks of emotional depth: it doesn’t generate enough pain neither enough hope to feel motivated/activated.

KEY INSIGHTS



KEY INSIGHTS

The helpers are a great opportunity to shift the perspective

from victims (not-

empowering) to

positive heroes

(empowering).



Expand the experience before by setting the context

Leverage opportunities for pain and reflection

Strengthen connections with the existing world to raise motivation

Leverage the role of the helpers to create hope

HOW THE EXPERIENCE COULD BE…..



“- - -” !



AFH IDEATION

ANNE FRANK HOUSE DESIGN RECOMMENDATIONS

START ENGAGING VISITORSFROM THE LINE OUTSIDE

CONNECT HER STORY WITH THE CITY (ANNE’S SIGNAGE)

MAKE THE EXPERIENCE MORE PERSONAL (PIN AGAINST PREJUDICE)

BETTER DESCRIBE ANNE’S LIFEBEFORE THE ANNEX


EMPHASISE THE KEY PHYSICALPASSAGES (i.e. ANNEX’S ENTRANCE)

EMPHASISE THE KEY OBJECTS (POSTCARD, DIARY,..) BY LOCATING THEM WITH MEANING

AUGMENT THE EMPTY SPACE IN THE ANNEX BY CREATING REFERENCES TO ANNE’S EVERYDAY LIFE

PLAY WITH SILENCE/NOISE TO STRESS THE IDEA OF HIDING AND CONTRAST WITH OUTSIDE


EMPHASISE THE KEY PHYSICALPASSAGES (i.e. SHIFT BETWEEN ANNEX AND CAMP)

INSERT ANNE’S STORY IN A BROADER CONTEXT (HISTORICALLY AND GEOGRAPHICALLY)

EMPHASISE POSSIBLE HINTS TO GENERATE MORE INTIMATE SELF-REFLECTION


MAKE THE GLOBAL INTERESTAND PARTICIPATION EXPLICIT

FROM ANNE’S HELPERS TO EVERYDAY HEROES: TELL THEIR STORIES

CELEBRATE NEW HELPERS BY SUBMITTING THEIR STORIES AND MAKING THEM PART OF THE MUSEUM


MAKE THE EXPERIENCE MORE PERSONAL (BADGES/GIFT CARD AGAINST PREJUDICE)

WHO IS HIDING TODAY? GIVE VISIBILITY TO CONTEMPORARY STORIES OF HIDING AS OPPORTUNITIES TO BECOME HELPERS.

GIVE VISIBILITY TO ONGOING HUMANITARIAN INITIATIVES PEOPLE CAN CONTRIBUTE TO

CREATE EXPLICIT CONNECTIONS WITH EXISTING FIGHTS FOR HUMAN RIGHTS IN AMS TODAY

HOMO-MONUMENT

INZOVU CURVE MODEL EVALUATION


INZOVU CURVE EVALUATION

INZOVU CURVE

RELEVANCE

INZOVU CURVE MODEL EVALUATION


FLEXIBILITY INSPIRATION ACTIONABILITY

“Yes! Maybe pain and reflection moments can belong to a circle line”

“I think it’s a good starting point for discussion. It works for memorial museums, but it’s more limiting for other types.”

“It clearly shows the gaps of missed opportunities to improve UX.”

“A great starting point for ideation.”

ANNE FRANK HOUSE END OF DAY!


REBECA BRAZIL

LAURA ITALY

HANS US

SHANNON US

ROBERTA ITALY

ANDREA ITALY

ASIA US

HIENADZ BELARUS

AMSTERDAM 2014

THANKS

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