Chatila Cirri Benton Caicdeo Assignment 2

7/24/2019 Chatila Cirri Benton Caicdeo Assignment 2

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SCADMaya Chatila, Marco Cirri, Kelly Benton,and Catalina Caicdeo

Serv 216- Blueprinting ServicesAssignment 2Fall 2015

Professor Louis Baker

MUSEUM OF ART


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SCAD MUSEUM About

The SCAD Museum of Art is a world-renowned, and award-winning teaching museum, designed to inspire

and teach the students of the college as well as celebrate contemporary exhibits from around the world. It

is designed to both display and preserve its historic foundation as the oldest surviving antebellum railroad

depot, while exhibiting its adaptive reuse as that of a modern museum. The SCAD Museum of Art fulfills its

teaching commitments through engagement; students are exposed to dynamic, interdisciplinary educational

experiences, through the use of classes, workshops, lecture, screenings, and galleries.

The SCAD Museum of Art. Images courtesy of Scadmoa.org.

Located at 601 Turner Blvd, Sava

Sunday: Noon to 5 p.m.

Monday: Closed

Tuesday: 10 a.m. to 5 p.m.

Wednesday: 10 a.m. to 5 p.m.

Thursday: 10 a.m. to 8 p.m.

Friday: 10 a.m. to 5 p.m.

Saturday: Noon to 5 p.m.

Main building dates back to 1853

Recently underwent a $26 million

Added 65,000 square feet to fac

Entrance features an 86 foot stee

lantern

12-foot long interactive table in at

Scad MOA was designed using su

materials

72 classes per week

Disciplines: art history, museum s

graphic design, fashion, and produ

design

Location & Hours:

Quick Facts:


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SCAD MUSEUM About

AIA Institute Honor Award for Architecture

Congress for the New Urbanism, Charter Awar

International Interior Design Association (IIDA)-

Best of the Best Forum Design Award and Bes

the Best Forum Award (education category)

American Concrete Institute-Georgia chapter F

in Restoration Category

American Institute of Architects-Savannah cha

Honor Award

AIA South Atlantic Region, Design Award

Historic Savannah Foundation, Preservation Aw

Southeastern Museums Conference Publicatio

Gold Award for the SCAD MOA Curriculum Gui

Southeastern Museums Conference Exhibition

Competition Certificate of Commendation for t

outstanding exhibit Pose/ Re-pose: Figurative

Then and Now

Awards:


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SCAD MUSEUM Research Methods

Observational Studies

- Docents are knowledgeable about artwork

- Interactive table is popular when its functioning

- Atrium becomes very crowded during events

- Average walk-through is about 20 minutes

- Artwork is very spread out

- Plaques with artwork description were sometimes hard to spot

- Some tourists did not know they had access to courtyard section

- Outdoor terrace always occupied

- Most tourists asked if artwork was made by SCAD students


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My uncle is an architect and he told me about SCAD, so I looked into it. He likes

the building the museum is in.

Howd you hear about the SCAD Museum?

Alex from Texas

Background Information:

I like that it is re-purposed and that it still maintains part of the old railroad

depot building.

What do you like about the museum?

Contemporary art isnt my thing.

Did you enjoy the exhibit?

It seems like its fairly spread out for the amount of space available.

Is the amount of artwork exhibited sufficient?

I wouldnt come back. It was interesting to see and learn about the buildingitself, but the art doesnt particularly interest me.

How would you rate your experience and would


My daughter wants to attend SCAD, and we are here touring the campus, an

stopped by to see what past students have done.

Howd you hear about the SCAD Museum?

Nancy from Florida

Background Information:

Im disappointed that there arent many works from students on display. The

exhibits are beautiful, but still disappointing.

What do you like about the museum?

The exhibit is a little too contemporary for me.

Did you enjoy the exhibit?

No, theres a lot of unused space.

Is the amount of artwork exhibited sufficient?

If there was a traveling exhibit, I might return. The overall experience was gobut not what I was hoping to see. Perhaps future exhibits would entice me

back.

How would you rate your experience and would you come ba

On-site Interviews


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SCAD MOA Website

- General information about museum (hours

etc)

- Museum awards

- Current art exhibits

- Google Art Project

- Fan page

- Reviews

- Information on art exhibits

- Event information

- Reviews

- Pictures of artwork

SCAD MOA on Facebook SCAD MOA on Trip Advisor


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SCAD MUSEUM Research MethodsPositive Reviews Negative Reviews


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Tourist

SCAD Student


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UA

EO

I

SCAD students, SCAD faculty, extended SCAD community, tourists, locals, families, employees, visiting artists

SCAD MUSEUM UAEOI

Museum exhibition, lectures, classes, self exploration, gift shop, special events (fashion show, etc.)

Courtyard, lobby atrium, theater, gift shop, classrooms, original foundation, exhibition space, terrace, re-stroom, quiet or busy, contemporary

Artwork, interactive table, lights, admission tickets, student ids, artwork description plaques, reception desk,theater seats, cafe seating, vending machine, outdoor seating,

Check in at reception desk, interactive table, dark projection room


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SCAD MUSEUM Service Encounter Map

User: SCAD Student

TRIGGER

Walk through the museum courtyard

View outside displays

ENTER THE MUSEUM

Walk up to interactive table

Swipe student id at admission desk

Enter main exhibition

Look around to discover assignment piece

Locate artwork

Use interactive table to

learn about displays

Observe and take notes

Ask docent for more information

Exit museum exhibition doors

EXIT THE MUSEUM

Head back to dorm

Continue research through museum website

Art history professor wants acrique about an art piece

at the museum


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SCAD MUSEUM Service Encounter MapUser: Tourist

TRIGGER

Walk to museum

View window displays

ENTER THE MUSEUM

Walk up to interactivetable/learn about museum

Enter main exhibition space

Explore/view artwork in the main exhibition space

Walk up to reception deskand pay admission fee

Ask docent for more information

EXIT THE MUSEUM

Write an online review

Recommend museum to family/friends

Receives recommendatonabout SCAD MOA from tour

company, and decides to visit

Exit main exhibition spacethrough side corridor

View lobby displaysWalk to museum gift shop

Purchase souvenir/snack


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SCAD MUSEUM Stakeholder Map

Users

Front line

Backstage

Installation Teams

Cleaning Team

Curator

GardenerMaintenance

IT

Tour Guides

AdmissionStaff

Ticketing

Staff

Receptionists

Gift Shop

Employee

Live

Performance

Artists

SCAD Students

SCAD Community

Tourists

Locals

Families

Docents Docents

OperationsManager VisitationCoordinator

Registrar ProgramManager

Sponsors Donors

Service Environments: SCAD Museum


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SCAD MUSEUM Bubble Diagram


Alex Townsend

Grand Courtyard

Lobby Atrium/ Ticketing

10 Classrooms

Restrooms

Art Study SuitesArt Storage Studio

Theater Mezzanine

Gathering

Space

& Elevator

Main Entrance

Theater

TAD Cafe and

Museum Gift Shop

Main Exhibition

The Walter O. Evans Center for African American Studies

The Andr Leon Talley Gallery

4 temporary exhibition galleries including the 290-foot longPamela Elaine Poetter Gallery

Restrooms

Outdoor Exhibition Space

Outdoor Terrace


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SCAD MUSEUM Bubble Diagram Mapping Customer Flow


Customer: SCAD Student

Alex TownsendGrand Courtyard


10 Classrooms

Restrooms


Theater Mezzanine

GatheringSpace

& Elevator

Main Entrance

Theater

TAD Cafe and

Museum Gift Shop

Main Exhibition




Restrooms


Outdoor Terrace


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SCAD MUSEUM Bubble Diagram Mapping Customer Flow


Customer: Tourists

Alex TownsendGrand Courtyard


10 Classrooms

Restrooms


Theater Mezzanine

GatheringSpace

& Elevator

Main Entrance

Theater

TAD Cafe and

Museum Gift Shop

Main Exhibition




Restrooms


Outdoor Terrace


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SCAD MUSEUM Bi-polar Opposites

Non-user Everyday user

Visitor with an objecve Visitor passing me aim

Appreciates contemporary art Indifferent to contempo

Guided visitor Self-seeker

Workaholic Idler

Out of town Local

Knowledge Seeker Close-minded

Young Old

Curious Lacking curiousity

SCADSTUDENTTARGET GROUP A

SAVANNAH TOURISTTARGET GROUP B


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SCAD MUSEUM Target Group Study

TARGET GROUP A

Key MotivatorsSchool, Grade, Succeeding, Passion for Art

Physical / Emotional / MentalOverworked, Content, Studious

ExpectationsCompleting Assignment, Recieving Detailed Insight

Key MotivatorsTraveling, Interest in Artwork

GoalsContemporary Art Appreciation,

Experience, Broaden Knowledge

Physical / Emotional / MentalCurious, Eager, Delighted,

Adventurous, Open-Minded

ExpectationsFeel of Savannah, Discovering

something new/different

GoalsSucceeding, Getting Through Assignment,

Learning about Artwork, Enhancing Education

TARGET GROUP BSCADSTUDENT SAVANNAH TOURIST


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SCAD MUSEUM Persona

Name: Student Sally

Age: 20

Gender: Female

Occupation: Student at SCAD

Marital Status: Single

Location: Savannah, Georgia

Traits: Open-minded, energetic, curious,

GoalsStudent Sally is an aspiring student artist

at the Savannah College of Art and Designin Savannah, Georgia. She aims to gradu-

ate from SCAD, and find a job that stimu-

lates her creative mind.

BehaviorsStudent Sally is an aspiring student artist

at the Savannah College of Art and Design

in Savannah, Georgia. She aims to gradu-

ate from SCAD, and find a job that stimu-

lates her creative mind.

Environment

- Shares a dorm room with 2 others

- Art studio

Values- Believes in hard work

- Education- Family

- Friends

Activities- Working on art work

- Exploring Savannah

- Finding inspiration for projects


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SCAD MUSEUM Persona

Name: Tourist Ted

Age: 65

Gender: Male

Education: Air force Academy

Occupation: Retired Pilot

Marital Status: Widower

Location: Coastal North Carolina

GoalsTourist Tom is a recent retiree that would like

to enjoy the twilight of his life by traveling,learning about different cultures, and

spending time with his grandchildren.

Behaviors- Confident

- Curious

- Knowledge-seeker

- Verbal communicator

- Open-minded

Environment- Beach-front home

- A second residence in New Jersey

Values- Family oriented

- Education- Cultural diversity

Activities- Relaxing experiences

- Shopping

- Touring and exploring

- Meeting new people

- Stories

- Learning about new cultures

- Sharing experiences with loved ones


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SCAD MUSEUM User Scenario: Tourist Ted

Ted is visiting his grand-daughter in Savannah.Hes looking to spend a quiet afternoon withher.

Ted discovers the Scad Museum of Art, and decito visit the museums website for more informatioHe is impressed by the museums website, andproceeds to book 2 tickets online.

Ted accompanies his grand-daughter to the museum.They admire the window displays and the 86-foothigh glass atrium as they approach the mainentrance.

Once they enter, they walk up to the interactivetable. It provides them with some information, butthey need more context. They then proceed to thereception desk.

Ted hands the receptionist their admissiotickets. She directs them to the mainexhibition.

He does a quick Trip Advisor search for TopPlaces to Visit in Savannah.

TRIP ADVISORSCAD MOA

BOOK TICKET


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SCAD MUSEUM User Scenario: Tourist Ted

Their tour has come to an end. They exit theexhibition halls, and enter the gift shop they spottedon their way in earlier. Ted buys a souvenir.

Ted and his grand-daughter then exit the museumThey look at the pictures they took of the artworkand decide which they should share with their frie

Ted and his grand-daughter explore the different

sections of the exhibition with the help of a docent.

S i S S


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SCAD MUSEUM User Scenario: Student Sally

Sally needs inspiration for a school project. Herroommate recommends she visit the SCAD Muse-um of Art. Sally grabs her student id, and head tothe museum.

Sally walks through the museums courtyardand admires some of the installations ondisplay. She then enters the museum atrium.

Sally checks in at the reception desk. Shemakes her way to the main exhibition spac

She explores the artwork in the exhibitionspace, and finds a piece that interests her.Sally take photographs of the artwork.

Sally asks a docent for more information aboutthe artist. She notes down the informationrelayed to her, and thanks the docent.

She then exits the exhibition space, and heads bato her dorm room. Sally conducts more researchthe museums website. She is inspired.

S i Bl i t SCAD St d t


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SCAD MUSEUM Service Blueprint: SCAD Student

Enter atrium

- Courtyard

- Outside seating- Fountain- Window displays- Museum courtyard- Museum atrium exterior

- Museum main doors- Interactive table

- Lobby displays- Reception table- Exhibition doors- Receptionists- Id cards

- Docent- Artwork- Artwork decription plaques- Lights- Museum exhibition- Museum lobby

- Doors to courtyard- Courtyard seating- Courtyard exhibition- SCAD MOA website

DURING AFTER

LINE OF VISIBILITY

LINE OF INTERACTION

Walk toMuseum

Walk throughmuseum courtyard

BEFORE

Use interactivetable

Check in Enter main exhibitionspace

Interactive table Receptionist

Installation Team

Examine artwork/take notes

Ask docent forinformation

Docent

Exit exhibitionthrough corridor

Conduresea

museu

Exit museumthrough courtyard

exit

We

!

Interactive table notalways on/functional

S i Bl i t T i t


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SCAD MUSEUM Service Blueprint: Tourist

Enter atrium

- Window display

- Museum building facade- Brick walkway- Museum doors- Museum atrium exterior-Museum courtyard

- Museum main doors- Interactive table- Lobby displays- Reception table- Exhibition doors- Receptionists- Credit card/cash- Admission ticket/receipt- Bag hold ticket

- Docent- Artwork- Artwork decription plaques- Lights

- Gift shop attendant- Souvenirs- Gift shop- Main exhibition- Museum atrium

- Doors to courtyard- Courtyard seating- Courtyard exhibition- SCAD MOA website

DURING AFTER

LINE OF VISIBILITY

LINE OF INTERACTION

Walk tomuseum

View windowdisplays

BEFORE

Use interactivetable

Purchaseadmission

ticket

Enter main exhibitionspace

Interactive table Receptionist

Installation Team

Examine artwork Ask docent forinformation

Docent

Exit exhibitionthrough corridor rev

Exit museumthrough courtyard

exit

W

Buy asouvenir atgift shop

Attendant

!

Interactive table notalways on/functional

!

Exhibition space issmall/very little

artwork


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THANK YOU!

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Chatila Cirri Benton Caicdeo Assignment 2

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