REDESIGNING MUSEUMS

FOR GOOD

KIGALI, AMSTERDAM

OCTOBER 2014

UX FOR GOOD ANNUAL CHALLENGE 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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UX FOR GOOD ANNUAL CHALLENGE 2014

01
BACKGROUND

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KIGALI
GENOCIDE
MEMORIAL
RWANDA

UX FOR GOOD ANNUAL CHALLENGE 2014

MASS
GRAVES
IMMERSION & CONTEXTUAL OBSERVATION

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UX FOR GOOD ANNUAL CHALLENGE 2014

HISTORICAL
GALLERY
IMMERSION & CONTEXTUAL OBSERVATION

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UX FOR GOOD ANNUAL CHALLENGE 2014

PHOTOS
& REMAINS
IMMERSION & CONTEXTUAL OBSERVATION

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UX FOR GOOD ANNUAL CHALLENGE 2014

OTHER
GENOCIDES
IMMERSION & CONTEXTUAL OBSERVATION

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UX FOR GOOD ANNUAL CHALLENGE 2014

CHILDREN
ROOM
!
!

IMMERSION & CONTEXTUAL OBSERVATION

UX for GOOD | Redesigning Museums for Good, Kigali

UX FOR GOOD ANNUAL CHALLENGE 2014

CALL FOR
ACTION
IMMERSION & CONTEXTUAL OBSERVATION

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UX FOR GOOD ANNUAL CHALLENGE 2014

END!

IMMERSION & CONTEXTUAL OBSERVATION

UX for GOOD | Redesigning Museums for Good, Kigali

UX FOR GOOD ANNUAL CHALLENGE 2014

MASS GRAVES

HISTORICAL GALLERY

CHILDREN ROOM

PORTRAITS AND REMAINS ROOM

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

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The museum generates

an emotional burnout
that leaves visitors
unable to react.

UX FOR GOOD ANNUAL CHALLENGE 2014

You cant talk

about the rebirth
without talking
about genocide.

IN DEPTH-INTERVIEWS

Theres an opportunity
to tell the holistic story
from genocide to
rebirth.

INTERCEPT INTERVIEWS & CONTEXTUAL IMMERSION

ON-GOING SYNTHESIS
SHADOWING

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UX FOR GOOD ANNUAL CHALLENGE 2014

UX for GOOD | Redesigning Museums for Good, Kigali

UX FOR GOOD ANNUAL CHALLENGE 2014

INZOVU* CURVE
*

The word Inzovu means

Elephant in Kinyarwanda,
the native language of
Rwanda.

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Amsterdam

The Inzovu Curve is a

model that maps specific
designed activities to the
emotional response of
the individual
experiencing them.

INZOVU CURVE CONCEPTUAL MODEL

EXPERIENCE STAGES

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.

This moment should happen

multiple times during the
experience itself.
Its meant as a way to
decompress for sensible
people, and a space to
think for everyone.

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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. Its
hope for the humanity.

While its 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.

INZOVU CURVE CONCEPTUAL MODEL

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.

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INZOVU CURVE CONCEPTUAL MODEL

motivation and
ability to act

CONVERSION POINTS
personal connection to the
experience of genocide

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INZOVU CURVE KIGALI GENOCIDE MEMORIAL

MUSEUM EXPERIENCE

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WORKSHOP EXPERIENCE

INZOVU CURVE KIGALI GENOCIDE MEMORIAL

Extend the experience

outside the memorial
by creating dedicated
paths and deep dives.
Raise awareness by
making visitors
selecting their journey
at the beginning.

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INZOVU CURVE KIGALI GENOCIDE MEMORIAL

Augment the content

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

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INZOVU CURVE KIGALI GENOCIDE MEMORIAL

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.
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INZOVU CURVE KIGALI GENOCIDE MEMORIAL

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).

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INZOVU CURVE KIGALI GENOCIDE MEMORIAL

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INZOVU CURVE BEHAVIOUR SCALE

Aware: a person is aware of
the facts and can apply critical
thinking, but its 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.

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INZOVU CURVE BEHAVIOUR SCALE

UX for GOOD design fellows

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UX FOR GOOD REDESIGNING MUSEUMS FOR GOOD

02
EVENT

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INZOVU
CURVE
WORKSHOP
AMS

UX FOR GOOD REDESIGNING MUSEUMS FOR GOOD

AMSTERDAM
CHICAGO
NEW YORK

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ANNE FRANK HOUSE OBSERVATION

AFH
MUSEUM
VISIT

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ANNE FRANK HOUSE OBSERVATION

REFLECTIONS

9AM
10AM

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.

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ANNE FRANK HOUSE OBSERVATION

QUEUE

REFLECTIONS

---

DIARY

SECRET ANNEX

You can easily

walk out and be
ready for the next
thing to see.

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FINAL MESSAGE

For many visitors the Anne

Frank House is simply one
thing to check among
Amsterdams attractions.

ANNE FRANK HOUSE EXPERIENCE ASSESSMENT

AFH
EXPERIENCE
ASSESSMENT

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UX for GOOD | Redesigning Museums for Good, Amsterdam

ANNE FRANK HOUSE EXPERIENCE ASSESSMENT

THE EXPERIENCE NOW

QUEUE = INTEREST
THE HELPERS STORY
QUOTES FROM CELEBRITIES INSPIRED BY ANNE

COMMERCIALISATION OF THE TRAGEDY (SHOP)

THE IMPACT OF THE DIARY ALL OVER THE WORLD

WHAT DOES THE FOUNDATION DO?

THE LAST POSTCARD

REFLECTION IS MIXED WITH PAIN

THE CLOSED WINDOWS

INSPIRED BY THE HELPERS: COULD I DO THE SAME?

THE ORIGINAL WALLS IN ANNES ROOM

THE BOOK WITH THE NAMES OF DEPORTED JEWS

PERSONAL ACCOUNTS FROM FRIENDS

LACK OF ANGER, LACK OF CONTEXT

SURVIVORS TESTIMONIALS

FEAR FROM REFLECTION WALLS: IT CAN HAPPEN AGAIN

IMAGING THE EVERYDAY LIFE IN THE ANNEX

NO QUESTIONS LEFT FOR THE VISITORS

OTTOS MAP OF ALLIES PROGRESS

CULT OF PERSONALITY

IT MUST HAVE BEEN A BETRAYAL

OTTO DIDNT KNOW THE ANNE FROM HER DIARY
REALISING ALL THE HELP WAS USELESS

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ANNE FRANK HOUSE EXPERIENCE ASSESSMENT

KEY INSIGHTS

The poor narration

of the life before
the secret annex
prevent visitors from
building enough
understanding and
empathy.

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ANNE FRANK HOUSE EXPERIENCE ASSESSMENT

KEY INSIGHTS

The experience itself

lacks of emotional
depth: it doesnt
generate enough pain
neither enough hope
to feel motivated/
activated.

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ANNE FRANK HOUSE EXPERIENCE ASSESSMENT

KEY INSIGHTS

The helpers are

a great opportunity
to shift the perspective
from victims (notempowering) to
positive heroes
(empowering).

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ANNE FRANK HOUSE EXPERIENCE ASSESSMENT

Leverage the role of the
helpers to create hope

HOW THE EXPERIENCE COULD BE..

Expand the experience before

by setting the context

Leverage opportunities
for pain and reflection

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Strengthen connections with the

existing world to raise motivation

ANNE FRANK HOUSE EXPERIENCE ASSESSMENT

- - -

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ANNE FRANK HOUSE EXPERIENCE ASSESSMENT

AFH
IDEATION

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ANNE FRANK HOUSE DESIGN RECOMMENDATIONS

START ENGAGING VISITORS

FROM THE LINE OUTSIDE

CONNECT HER STORY WITH

THE CITY (ANNES SIGNAGE)

MAKE THE EXPERIENCE MORE PERSONAL

(PIN AGAINST PREJUDICE)

BETTER DESCRIBE ANNES LIFE

BEFORE THE ANNEX

ANNE FRANK HOUSE DESIGN RECOMMENDATIONS

EMPHASISE THE KEY PHYSICAL

PASSAGES (i.e. ANNEXS ENTRANCE)

AUGMENT THE EMPTY SPACE IN THE ANNEX

BY CREATING REFERENCES TO ANNES EVERYDAY LIFE
PLAY WITH SILENCE/NOISE TO STRESS THE
IDEA OF HIDING AND CONTRAST WITH OUTSIDE

EMPHASISE THE KEY OBJECTS (POSTCARD,

DIARY,..) BY LOCATING THEM WITH MEANING

ANNE FRANK HOUSE DESIGN RECOMMENDATIONS

EMPHASISE THE KEY PHYSICAL

PASSAGES (i.e. SHIFT BETWEEN ANNEX AND CAMP)

EMPHASISE POSSIBLE HINTS TO GENERATE

MORE INTIMATE SELF-REFLECTION
INSERT ANNES STORY IN A BROADER CONTEXT
(HISTORICALLY AND GEOGRAPHICALLY)

ANNE FRANK HOUSE DESIGN RECOMMENDATIONS

MAKE THE GLOBAL INTEREST

AND PARTICIPATION EXPLICIT

CELEBRATE NEW HELPERS BY SUBMITTING THEIR STORIES AND

MAKING THEM PART OF THE MUSEUM

FROM ANNES HELPERS TO EVERYDAY

HEROES: TELL THEIR STORIES

ANNE FRANK HOUSE DESIGN RECOMMENDATIONS

GIVE VISIBILITY TO ONGOING HUMANITARIAN

INITIATIVES PEOPLE CAN CONTRIBUTE TO

WHO IS HIDING TODAY? GIVE VISIBILITY TO CONTEMPORARY STORIES

OF HIDING AS OPPORTUNITIES TO BECOME HELPERS.

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

CREATE EXPLICIT CONNECTIONS WITH EXISTING

FIGHTS FOR HUMAN RIGHTS IN AMS TODAY

INZOVU CURVE MODEL EVALUATION

INZOVU CURVE
EVALUATION

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INZOVU CURVE MODEL EVALUATION

INZOVU CURVE

RELEVANCE

FLEXIBILITY

Yes! Maybe pain and

reflection moments can
belong to a circle line

I think its a good

starting point for
discussion. It works for
memorial museums,
but its more limiting
for other types.

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INSPIRATION

It clearly shows the

gaps of missed
opportunities to
improve UX.

ACTIONABILITY

A great starting point

for ideation.

ANNE FRANK HOUSE END OF DAY!

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REBECA
BRAZIL

LAURA
ITALY

HANS
US

SHANNON
US

ROBERTA
ITALY

AMSTERDAM 2014

ANDREA
ITALY

ASIA
US

HIENADZ
BELARUS

THANKS