Project Date: December 14, 2014 Skills: Web Design, Design Thinking, Service Design, User Experience, Web Application Design, User Interface Design

National Football Museum

Defining pain points to provide a better service experience

The football museum has had a very positive first year in Manchester, achieving its target of 350,000 visitors by the end of April. We were invited to the museum and asked to experience the product. After this we were asked to help them with recognising who the current customer base where and how they could Experian the museum experience overall so they could grow the amount of customers they have visit the museum in the future.

Museum Awareness

The museum is situated in an ideal location in the city centre. It is subject to a high level of people circulating around that area daily. Public recognize the buildings architecture more then the fact of it being the National Football Museum. As they are not aware of the Museum they walk straight past it.

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Ground Work

To help us complete the research, we spent an afternoon visiting the museum. The first task was to identify who the different users groups where in the museum and what where there drivers for visiting the museum. This is key aspect to research and understand, because each group will react to the museums exhibitions in different ways.

Once we identified the user groups, we explored the museum and measured our emotions on each floor and considered how they would affect each group. Once we had the pain map drawn up, we considered the best way to visualize this for the museum. Thanks to the unique design of the museum we were able to come up with an easy way for the museum to understand where the pain points where and what the effect was, as shown on the next couple of slides.

Opportunities

Generate Awareness

Making people aware of the museum is one of their main problems. Its location is perfect in the city centre but public are unaware of it

Pricing Strategies

The prices were a major pain point for customers so by using effective pricing strategies this pain point can be radically reduced

Customer Loyalty

By using new free iPhone app. Redesigning membership scheme. Incentives for re-visiting

Solutions

Twitter

Using twitter locations, promo messages can be sent to people near by the museum to raise people’s awareness and attract them to visit.

Facebook Shoot-Out

As customers pay to use one of the exhibitions they can download a free Facebook app that records there score on the game and compares it to their other followers. This helps achieve two of the goals at the museum, firstly it helps makes the exhibition more attractive as you want to beat your friends. Secondly it is free promotion for the museum on Facebook, as every time a customer users the app it promotes the museum to all their Facebook followers.

Pricing Strategy

To help us complete the research, we spent an afternoon visiting the museum. The first task was to identify who the different users groups where in the museum and what where there drivers for visiting the museum. This is key aspect to research and understand, because each group will react to the museums exhibitions in different ways.