Catering for the spiritual & emotional visitors

There are two categories in my audience that I have catered for specifically, these find refuge being surrounded by what the museum has to offer. I created a room for relaxation after visiting everything in the museum, it is a room that has projections on the walls of whales, calming music and sea biscuits available as snacks. In this room I have offered multiple things on the iPad, there is an opportunity for the user to learn more about the history of whaling, with the addition of a game which would look something like this;

and an artwall for kids to get involved with each other, and draw pictures while their parents relax.


Get people talking

It is vital to get people talking about an exhibition, this way it more marketable and gets more footfall. This is needed to lure the target audience into the museum in the first place.

The idea of creating a user generated marketing video to be project on the walls within the museum walls and on the outside of the building works quite well. Basically the video would potray scenes of the whaling industry, but would allow the user to edit the frames of the video with drawing, a great example of this can be seen in Justin Bieber’s “where r u now?”;


there are frames here you can see an example of how his video uses this technique;

and this is what it would like for the whaling exhibition;


Given iPad
Choose a flag
Intro speech by Whaling Caption “Good afternoon. My name is Nick Thomson. I exist in a virtual reality: please think of me as a ghost, speaking from the past. I was a cabin boy on a Hull whaling ship from the age of nine to eighteen, but the vessel was capsized by a whale in 1850. Nineteenth Century England knew nothing of conservation issues; responsible resourcing was ignored in the great economic rush of the Industrial Revolution. I’m here, however, to tell you about whales. Some of my virtual friends can direct you on other tours in this wonderful museum, but I’m here to inform you about these fascinating completely aquatic marine mammals.”
Asked to log in to Facebook(with option to not have to.
Selection of topics to view.
Level of information to be chosen/ type of visit, social, factual etc?
Drowned Whaler guide pops up with on screen speech, he;
Immediately tells the user what number visitor they are.
Can be spoken to (like Siri) “hey captain”
Zoom the logo to become the map
(quick tutorial on what the map & icons mean)
Route to be started
Map zooms in on specific area, buttons are smaller circles
on screen line
dots to appear on the map for the interactive items for the camera
on screen button to bring up in app camera for on screen info

Captain to discuss the type of boat he sailed in and the others.
The main boat have an entrance cut into the side to allow people to sit inside the boat.
A virtual reality headset combined with the boat being able to rock would create an immersive experience for the visitor.

Use the camera to pull up the skeleton information
The details of the skeleton can be selected and pulled up in a 3d model mode
The user can add layers detail to the model such as organs, muscles and skin (LIVE DISSECTING)
In a small grid next to the model it will provide additional info about the whales such as weight.
In this mode you can also compare to the size of other animals.

A collection of the weapons on the screen which allows the user to select them and view information about them

People can dress up and take a photo on the iPad, provided they had signed in on Facebook they could share on their time line
Also their picture also gets sent to the live collage board
iPad picture editor with extra props and scenes (green screen)

Things that the whalers came across along their travels
– Polar Bears
– Seals
– Inuits

A ‘chill out room’
Encouraged to learn about the history of whaling in a timeline form
Area for children to sit together and draw on iPad to be submitted to live display of art on tv screen
how whaling has effected the amount of whales
Play a save the whale game
watch the dome screen with relaxing whale noises and footage whales(belong in the sea)
competition quiz

Connect with saving powers like green peace
what you can do
get involved

Looped video of whats swimming freely in the ocean
This is shown on the outside of the building
User can bring up on their iPads
will play at the same time
edit option will display the frame of the video that edited the longest time ago. with paintbrush set.

User JourneyUser-Journey.png


Mood boards set the scene for what the experience should look and feel like, in this case, I need to cater for the 4 types of visitors. The social visits can gather round the iPad and share the experience with each other, the intellectual visitors can make the most use of the information available on the iPad to learn about the exhibit. The emotional visitors, can look at the artifacts shown around the museum to draw upon past relationships. Finally the spiritual visitors can take comfort from the relaxation of the room that offers smooth whale sounds whilst being surrounded by a projection of whales on the walls around them in a relaxation room. This can all be seen within mood board, which also portrays what the experience should look like to outsiders, with the aim of drawing them into the exhibition.

UX & Colour Research

Colour & UX research is vital, it will change the way the app is perceived by it’s user. I will need to use;

– Cool blues that relax and inspire the user
– Light pinks on the the blue for contrast
– Black & white for the augmented reality

The images below make a good use of depth within their experiences. This is something that is going to be vital in creating my experience, as an entirely flat design in this instance will make the experience bored due to the stripped back abilities the user has to their disposal. Great Depth can be seen in there designs below.

1 2

Augmented Reality is a challenge because users are not used to using this technology, therefore it needs to be kept as simple as possible. The first two images show simply how easy it to overlay information in a camera, while the third shows how by using the camera you are able to offer a variety of different information for the user.

3 45

Displaying relevant information needs to be visually appealing in a way that they “don’t compete for information” or “fill the screen with unrelated information” ( Therefore finding methods of laying out the content is of the most importance, and you can see some examples of how this can be done below. Both the layout and colours have been taken into consideration

6 7 8 9 1011original

The route through the museum is of great importance, and is something the user will see the most, this needs to be easy to follow and understand, there are a couple of examples below.

12 13

Placards to show the results of searching for information would be the most user friendly way of showing data to the user, this is a great example of this.


Social element within the museum should be strong as it helps the museum create footfall, below are great examples of how the social interaction elements I can use.

15 16 17

The editable video at very end of the exhibition should show the user the previous edits along with the video and the ability to scrub through the video. You can see examples of this done below.

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There are many improvements that me made to both the overall museum experience and specifically the one concerning whaling, I have described below the ideas that are both originally mine and also researched.

– Use outdoor building projection to project an underwater world to life.
– In the evening reactionary projections can be made onto the floor. This could allow people to look under their feet have the water react with their steps?
– Use holographic projections to mark every hour, the captain will shout “watch whale ahead”.
– Model boat outside with actor standing on top

– Allow the users to pick their topic first, and the level at which they want to learn (relate these with the 4 classes from research social, intellectual, emotional or spiritual?). This will directly impact the route they are given and the amount of information provided.
– Augmented reality can bring elements of the exhibition to life and add extra information about these things that can be explored (point a camera at the whale skeleton, the skin would appear on it, it would pop up as a 3D which can show the different elements within the animal, like skeleton, organs, muscles and skin. This will also have a more info button to allow you to compare the animal in size to other piscine creatures, it’s life expectancy, YOY breed estimations, are they endangered? It could also be used to scale the animal against other animals associated with it.(Use black & white for contrast on live camera, while the content that can be interacted with is in colour – example of this contrast working is
– A mood board of a looped video of a whale user enhanced adaptations on each frame, see this music video ( and pause anywhere after 1:06 and notice it is all individual artwork (Also see image below). This creates a social bond between all visitors, old, new and future.

– Let the user know that there are more exhibitions to see if they were to visit again, it also suggests other places of interested around the city.
– In app voice commands (like Siri) could allow users to ask a specific question about the animal and get it answered immediately. These questions could be targeted at the stories fictional captain by saying “Hey Captain”
– A boat radar should be used for location within the museum relation to interactive elements, when clicked showing the floor plan of the museum and all the interactive elements across the museum.
– Sea biscuits as snacks should placed along the route for people to eat (Info about the Weevil)

– Moby Dick swallowed a whaler. (Could be the story in which the users travel the museum) & can be related to the outdoor hologram of the whale jumping from the ground on the hour.
– Visitor Number #9172/competition(With spending money for the gift store)
– Link with Facebook for competitions, and allowing the user to save information they want to read another time,or allow them to access saved information at their next visit? (Data collection & Improvement of services for user)
– Choice of Language
– Time sensitive responsiveness (Good morning/Good Afternoon)


This questionnaire was administered on 1/10/15 between the hours of 3-5pm and as a random sample should not be regarded as definitive. Speaking to people within the museum itself allowed me to understand my target audience better. Other surveys will undoubtedly refine the figures, but as an initial exercise this proved useful. Some conclusions are below.

56% of the visitors were over fifty years old, which suggests that while fulfilling a useful function as entertainment and education for the older generation, there is an opportunity to target younger visitors. There were slightly more men than women. Various methods of modernisation might be explored as to how to promote more youthful interest [see later.]

It was the first visit for half the visitors, which suggests that the museum has captured interest enough to encourage revisits. Of the remaining half, however, the majority were not inspired enough to want to revisit. 20% of the visits were impromptu. [See later.] Once again, the younger element needs targeting.

Only 16% of the visitors spent more than an hour at the venue. This was useful as an indication of what may be targeted for improvement. While the Heritage in St Petersburg and the Louvre in Paris are so well stocked with material it is not possible for it all to be displayed at any one time, the Maritime Museum is limited in the amount it can offer.
Suggestions submitted by the survey participants addressing this included a reconsideration of the layout and the addition of more “hands-on” features. Other suggested enhancements included the devising of a set route to slow down the visitors and encourage a more immersive experience, addition of olfactory and aural elements, video features, guides and information officers (“talks and discussions from professionals”) and the use of other languages. It was encouraging that many of these issues would be positively addressed by the use of iPad, Facebook or other media involvement, and that 80% of the participants would be prepared to be involved in some measure. It may be advantageous to consider different routes round the museum, targeting different features of maritime life; this could encourage revisiting.

It was felt by some visitors that regular changes to the exhibition might encourage repeat visits, and there was an indication that a cafe, possibly incorporating a lounge, would be an improvement.

Visiting might be improved by better advertising. This could not only be in terms of “Tourist Information” flyers available at targeted spots (other museums, The Deep, etc.) but on-site initiatives (possibly at set times, e.g. on the hour) such as screens attached to the outside of the building giving previews of the content inside, holographic projects of whales and ships
emerging from the floor outside the main entrance and/or a costumed nineteenth century sea captain standing outside performing, or as a photograph opportunity with children against a marketing backdrop for the museum [“Free photograph at the end of the tour.”] This might create much greater appeal, especially to the younger members of the public.