Wisconsin Institute of Discovery
Experiential Strategy
Spring 2016
Methods Used
AEOUT Observation, Video Interviews, Journey Mapping, Prototyping
The Wisconsin Institute for Discovery (WID) is an interdisciplinary public research institute integrated within the University of Wisconsin–Madison campus. The ground floor, open to the public, had a space, referred to as Rennie’s Corner, intended as a pharmacy/soda shop. Unused and empty, the WID asked the community for ideas of how to reimagine the space. As part of a human-centered design course in 2016, I was asked to put together a proposal for the space. As a course, we had the additional challenge of influencing our design around the user experience of an activist group.
The research phase of the design was done in two major parts. First, the analysis of our activist group and the investigation into the WID. Both of these elements equally influenced the experiential strategy; within the purpose of the space and the design itself.
The focus of this course was in applying design methodology to activist groups for the sake of understanding tools of social change. To inspire our design, the first step of research was to analyze the information (iA) and experiential architecture (xD) of an assigned activist group, Electronic Disturbance Theater 2.0/b.a.n.g lab. This meant analyzing how their message was communicated as well as how it was received by the public.
Characteristics of Activist Group EDT/BANG LAB
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That the communication found its strength in the audience experiencing elements themselves
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The experience was engaging and heavy on audience self-learning but had an unassuming presence from afar.
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The activist group educated but also put power into the hands of the audience
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That power was commonly found in the activists’ use of interactive technology
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The audience experienced information through reading as well as visual and auditory experiences
WID stakeholders requested that the new space cohesively aligned with the goals and mission of the Discovery Building, as well as engaged both existing and new visitors.
These goals and the mission of the Institute were identified as the three tenants: Explore, Engage, and Discover. For the ground floor, the Institute desired the public to be able to experience discovery and ‘partake in their own through attending events and using the space.’
Rennie’s Corner, additionally had its own mission that was identified as: 'celebrating and remembering the history of the location and to honor the mission of discovery and the Wisconsin Idea' (that education should influence and improve people's lives beyond the university classroom).
Existing users of the space included university members, researchers of the institute, and the public/tourists. Once these stakeholders were identified we used nonintrusive observation and interviews to identify how the space was being used and what these stakeholder needs were. I then refined the research into defined requirements of the space.
Primary Members
University Members
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Included students, the primary users of the space, as well as nearby employees who frequented the building for lunch or remote work.
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Both appreciated working in a place unlike most on campus, open and naturally lit.
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University employees and students alike appreciated the space, and the surrounding ground floor, for a place of focus. Necessary for most who were in the medical/science field. This location specifically on the floor was attractive for its silence due to other parts of the floor not usable due to noise from restaurants
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Students specifically shared their appreciation for working in a place that primarily was a workplace for researchers. Most being in similar fields felt that atmosphere made them approach their work with more inspiration, professionalism, and seriousness. Students also wanted more electrical outlets, maintenance of the building's atmosphere, and more space.
Discovery Center Researchers/Employees
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Included: Scientists who worked in the labs above the ground floor rarely engaged on the bottom floor day to day.
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This group expressed wanting a space to sit and correspond with others in a place that was comfortable and a change of scenery from their office above.
Public/Visitors
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Included those visiting the university, tourists of the school, institute itself, or schools or professionals using the institutes’ classroom or conference space.
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This group wanted to primarily learn what the building was about and what it offered.
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Tourists coming to the Institute sometimes sat down or used the areas to rest but primarily were interested in interacting with the activities in the hall and appreciating the space.
Misc. Visitors
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These were the least likely group to use the space due to the purpose of the visit keeping them occupied. Many had little interest in taking time outside of their conference or event due to lack of interest in engaging with the interactives which were either not informative or were about the building and were not of interest.
Experiential Strategy
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The overall content of the space should give voice to an underrepresented group in Wisconsin, ideally on campus and in the sciences.
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Whatever the topic/purpose of the new space, it should educate on past as well as present.
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However, historical content should not be presented chronologically, integrating within the present information.
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There can be a mixture of communication medium, but heavyinfluence on interactive forms that will lead to discovery and giving a first-handexperience to the visitors.
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The content and form of content should empower, as well as educate the audience. Encouraging to act beyond the exhibit space.
Layout/Structural Considerations
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For students, researchers, and visitors the spaceshould reserve some space for sitting and discussion.
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The spaceshould be engaging but can not distract from the overall ‘serenity’ of the building or distract others outside of the space. Noise needs to be limited.
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Ideally, Elements of the space will be organized in a way that invites outside viewing and takes advantage of the natural light.
The final deliverables of this project included the research steps shown above along with a final design. The final design, using the shared guidelines, included a blueprint of the space, prototype sketches, and a walkthrough of elements used.
The space, ultimately desired to be a discovery center and museum for the organization Women in Science and Engineering Leadership Institute (WISELI), represented our activist the most of all groups as well as the overall principles of the Institute. Additionally, our design was the only one to incorporate accessibility standards and social media elements. All this, receiving full marks, despite losing half our members early on.
