Here's a PDF of the Current Experience Model for easier viewing.SOLUTION Based on our customer experience map, we developed three initial concepts for how to improve the experience of a small group attending a concert at the PSO. We decided to move forward with the final concept of a 'symphony ‘buffet', an event before a PSO concert that allows customers to sample different kinds of music, see all of Heinz Hall, and socialize with other concertgoers. The current state of the symphony experience at the Pittsburgh Symphony does not facilitate easy, unstructured group socializing and mixing before concert events. It’s difficult for people to attend events for a low ticket price, or to decide to attend at the last minute. Our team chose to explore how the PSO can better provide shared social experiences for small groups that would benefit new and prospective customers, PSO and the Pittsburgh community alike. Using a concept we called a ‘symphony buffet’, we mapped out the process for a pre-concert event hosted by the PSO. We looked at what the PSO would need to do, what musicians would do, and what customers would do. The following map shows the tasks the PSO, participating musicians, and the audience must complete in order to build and attend the pre-concert experience we developed. The top half of the map (labeled ‘visible’) shows the audience-facing interactions and tasks performed. The bottom half of the map (labeled ‘invisible’) shows the tasks the PSO (blue) and musicians (gray) complete ‘behind the scenes’. The tasks completed and experience had by audience members (yellow) who come to the event form the line of visibility in the middle. Points of interaction between the PSO, musicians, and the audience are also included on the map. Future Service Blueprint: Prelude pre-concert experience
Here's a PDF of the Future Service Blueprint for easier viewing.Value Exchange Model We also developed a model to illustrate how our solution, Prelude, would provide value to the primary stakeholders involved; the Pittsburgh Symphony Orchestra, its audiences, the musicians who perform at the event and the community as a whole. Final Presentation Poster We developed this poster to communicate our research process and final concepts in a poster presentation session attended by the public and several representatives of the the Pittsburgh Symphony Orchestra.
Here's a PDF of our Final Poster.RESEARCH PROCESS AND METHODS
If you'd like to see our full research process in detail, including our other concepts and the branding we developed for Prelude, please check out this PDF of our Final Presentation that we delivered in hard copy to the Pittsburgh Symphony Orchestra.Exploratory and Generative Research Secondary Research: literature review Competitive Review: review of 15 US and international symphony orchestras Stakeholder inventory Heinz Hall site visit and PSO performance observation User interviews: 4 users of varied demographics Full frontstage and backstage Heinz Hall tour and PSO Group Services Coordinator interview Research synthesis: affinity mapping Current service and experience journey model for small groups attending the PSO Prototyping and Testing 3 Concept task flows + use scenarios Final concept development: Future service blueprint Value flow model Paper prototypes: 3D model, online experience + wireframes Live experience prototype Here are some photos from throughout our research and design process.