For week frive, we mainly worked on polishing the Transformational Framework. We analyzed our client’s vision, our audiences, our design context, and the barriers of transforming our audiences from their initial state.
Our clients vision:
- Authentic Conversations on important critical topics
- How do we continue to adapt business & operation to new reality?
- How do we balance traditional roles of science learning and new needs?
- What is the role of the science museum? (in community, school, pandemic, collaborators)
- Opportunity to connect with peers for attendees
Our audiences:
- 2022 ASTC conference attendees
- Primarily consisting of upper level personnel of ASTC members
- Individuals likely to already be knowledgeable about science topics
Our design context:
- scale：900-1000 attendee.
- circumstance：They have in-person conversations
- location：The experience will run through the conference in David L. Lawrence Convention Center
- prerequisite：Client provides 3 core questions
Our design barriers:
- Motivation: Tend to communicate with people he/she knows
- Unfamiliarity: If they communicate with unfamiliar people, they won’t have deep conversations
- Relevance: They are willing to build connections with more people but don’t know what kind of topics they should talk about
- Access: Lack of time at conference
- Access: Finding the right conversation partner in a large conference
- Fear: Personality traits like shyness
- Fear: Unwillingness to express opinions because they’re worried about upsetting future collaborators within the close-knit science engagement organization community
From design barriers, we could summarize that our audiences’ main barrier is Fear and Access. This means we need to focus on alleviating their emotional concerns, and build up authentic connections among them.The final goal of our design can be generalized as two kinds of transformations: Relationship transformation and Disposition transformation. In our future detailed design, we will focus on these aspects.
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