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REDESIGNING MUSEUMS
FOR GOOD


KIGALI, AMSTERDAM
OCTOBER 2014
Service solahart kebon jeruk 081288514852
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?
UX FOR GOOD ANNUAL CHALLENGE 2014
UX for GOOD | Redesigning Museums for Good
KIGALI

GENOCIDE

MEMORIAL
RWANDA
01BACKGROUND
UX for GOOD | Redesigning Museums for Good, Kigali
UX FOR GOOD ANNUAL CHALLENGE 2014
MASS

GRAVESIMMERSION & CONTEXTUAL OBSERVATION
UX for GOOD | Redesigning Museums for Good, Kigali
UX FOR GOOD ANNUAL CHALLENGE 2014
HISTORICAL

GALLERYIMMERSION & CONTEXTUAL OBSERVATION
UX for GOOD | Redesigning Museums for Good, Kigali
UX FOR GOOD ANNUAL CHALLENGE 2014
PHOTOS
& REMAINSIMMERSION & CONTEXTUAL OBSERVATION
UX for GOOD | Redesigning Museums for Good, Kigali
UX FOR GOOD ANNUAL CHALLENGE 2014
OTHER

GENOCIDESIMMERSION & CONTEXTUAL OBSERVATION
UX for GOOD | Redesigning Museums for Good, Kigali
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

ACTIONIMMERSION & CONTEXTUAL OBSERVATION
UX for GOOD | Redesigning Museums for Good, Kigali
UX FOR GOOD ANNUAL CHALLENGE 2014
END!IMMERSION & CONTEXTUAL OBSERVATION
UX for GOOD | Redesigning Museums for Good, Kigali
UX FOR GOOD ANNUAL CHALLENGE 2014
UX for GOOD | Redesigning Museums for Good, Kigali
UX FOR GOOD ANNUAL CHALLENGE 2014
HISTORICAL GALLERY
MASS GRAVES
PORTRAITS AND REMAINS ROOM
CHILDREN ROOM
“It takes a while 

to process the anger,
guilt, and
helplessness.”
!
The museum generates
an emotional burnout
that leaves visitors
unable to react.
UX for GOOD | Redesigning Museums for Good, Kigali
“You can’t talk
about the rebirth
without talking
about genocide.”
!
UX FOR GOOD ANNUAL CHALLENGE 2014
IN DEPTH-INTERVIEWS INTERCEPT INTERVIEWS & CONTEXTUAL IMMERSION
ON-GOING SYNTHESIS
SHADOWING
There’s an opportunity
to tell the holistic story
from genocide to
rebirth.
UX for GOOD | Redesigning Museums for Good, Kigali
UX FOR GOOD ANNUAL CHALLENGE 2014
UX for GOOD | Redesigning Museums for Good, Amsterdam
UX FOR GOOD ANNUAL CHALLENGE 2014
INZOVU* CURVE
UX for GOOD | Redesigning Museums for Good, Kigali
UX FOR GOOD ANNUAL CHALLENGE 2014
The word “Inzovu” means
Elephant in Kinyarwanda, 

the native language of
Rwanda.
* The Inzovu Curve is a
model that maps specific
designed activities to the
emotional response of
the individual
experiencing them.
UX for GOOD | Redesigning Museums for Good, Kigali
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.
INZOVU CURVE CONCEPTUAL MODEL
This moment should happen
multiple times during the
experience itself.
It’s meant as a way to
decompress for sensible
people, and a space to
think for everyone.
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. It’s
hope for the humanity.
While it’s 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.
EXPERIENCE STAGES
UX for GOOD | Redesigning Museums for Good, Kigali
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.
UX for GOOD | Redesigning Museums for Good, Kigali
INZOVU CURVE CONCEPTUAL MODEL
motivation and 

ability to act
personal connection to the
experience of genocide
CONVERSION POINTS
UX for GOOD | Redesigning Museums for Good, Kigali
INZOVU CURVE KIGALI GENOCIDE MEMORIAL
MUSEUM EXPERIENCE WORKSHOP EXPERIENCE
Extend the experience
outside the memorial
by creating dedicated
paths and deep dives.

Raise awareness by
making visitors
selecting their journey
at the beginning.
UX for GOOD | Redesigning Museums for Good, Kigali
INZOVU CURVE KIGALI GENOCIDE MEMORIAL
Augment the content
and stories displayed in
the physical space by
giving access to the
memorial’s archive,
creating different
narratives and
connections based on
what visitors are
interested into.
UX for GOOD | Redesigning Museums for Good, Kigali
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.
UX for GOOD | Redesigning Museums for Good, Kigali
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).
UX for GOOD | Redesigning Museums for Good, Kigali
INZOVU CURVE KIGALI GENOCIDE MEMORIAL
UX for GOOD | Redesigning Museums for Good, Kigali
INZOVU CURVE KIGALI GENOCIDE MEMORIAL
UX for GOOD | Redesigning Museums for Good, Kigali
INZOVU CURVE BEHAVIOUR SCALE
Aware: a person is aware of
the facts and can apply critical
thinking, but it’s 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.
UX for GOOD | Redesigning Museums for Good, Kigali
INZOVU CURVE BEHAVIOUR SCALE
UX for GOOD design fellows
UX for GOOD | Redesigning Museums for Good, Amsterdam
UX FOR GOOD REDESIGNING MUSEUMS FOR GOOD
INZOVU

CURVE

WORKSHOP
AMS
02EVENT
UX for GOOD | Redesigning Museums for Good, Amsterdam
UX FOR GOOD REDESIGNING MUSEUMS FOR GOOD
NEW YORK



AMSTERDAM
CHICAGO
UX for GOOD | Redesigning Museums for Good, Amsterdam
ANNE FRANK HOUSE OBSERVATION
AFH
MUSEUM 

VISIT
REFLECTIONS
UX for GOOD | Redesigning Museums for Good, AmsterdamUX for GOOD | Redesigning Museums for Good, Amsterdam
ANNE FRANK HOUSE OBSERVATIONANNE FRANK HOUSE OBSERVATION
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.
DIARY
QUEUE
SECRET ANNEX
REFLECTIONS
“You can easily
walk out and be
ready for the next
thing to see.”
!
For many visitors the Anne
Frank House is simply one
thing to check among
Amsterdam’s attractions.
UX for GOOD | Redesigning Museums for Good, AmsterdamUX for GOOD | Redesigning Museums for Good, Amsterdam
- - -
ANNE FRANK HOUSE OBSERVATION
FINAL MESSAGE
ANNE FRANK HOUSE EXPERIENCE ASSESSMENT
UX for GOOD | Redesigning Museums for Good, Amsterdam
AFH
EXPERIENCE

ASSESSMENT
UX for GOOD | Redesigning Museums for Good, Amsterdam
UX for GOOD | Redesigning Museums for Good, Amsterdam
ANNE FRANK HOUSE EXPERIENCE ASSESSMENT
UX for GOOD | Redesigning Museums for Good, Amsterdam
THE EXPERIENCE NOW
QUEUE = INTEREST
THE HELPERS’ STORY
QUOTES FROM CELEBRITIES INSPIRED BY ANNE
THE IMPACT OF THE DIARY ALL OVER THE WORLD
!
COMMERCIALISATION OF THE TRAGEDY (SHOP)
WHAT DOES THE FOUNDATION DO?
!
THE LAST POSTCARD

THE CLOSED WINDOWS

THE ORIGINAL WALLS IN ANNE’S ROOM
PERSONAL ACCOUNTS FROM FRIENDS
SURVIVORS’ TESTIMONIALS
IMAGING THE EVERYDAY LIFE IN THE ANNEX
OTTO’S MAP OF ALLIES’ PROGRESS
“IT MUST HAVE BEEN A BETRAYAL”
OTTO DIDN’T KNOW THE ANNE FROM HER DIARY
REALISING ALL THE HELP WAS USELESS
!
REFLECTION IS MIXED WITH PAIN
INSPIRED BY THE HELPERS: COULD I DO THE SAME?
THE BOOK WITH THE NAMES OF DEPORTED JEWS 

LACK OF ANGER, LACK OF CONTEXT
FEAR FROM REFLECTION WALLS: IT CAN HAPPEN AGAIN
NO QUESTIONS LEFT FOR THE VISITORS
CULT OF PERSONALITY
ANNE FRANK HOUSE EXPERIENCE ASSESSMENT
UX for GOOD | Redesigning Museums for Good, Amsterdam
The poor narration 

of the “life before” 

the secret annex
prevent visitors from
building enough
understanding and
empathy.
KEY INSIGHTS
UX for GOOD | Redesigning Museums for Good, Amsterdam
ANNE FRANK HOUSE EXPERIENCE ASSESSMENT
The experience itself
lacks of emotional
depth: it doesn’t
generate enough pain
neither enough hope 

to feel motivated/
activated.
KEY INSIGHTS
UX for GOOD | Redesigning Museums for Good, Amsterdam
ANNE FRANK HOUSE EXPERIENCE ASSESSMENT
KEY INSIGHTS
The helpers are 

a great opportunity 

to shift the perspective
from victims (not-
empowering) to
positive heroes
(empowering).
UX for GOOD | Redesigning Museums for Good, Amsterdam
ANNE FRANK HOUSE EXPERIENCE ASSESSMENT
Expand the experience before
by setting the context
Leverage opportunities
for pain and reflection
Strengthen connections with the
existing world to raise motivation
Leverage the role of the
helpers to create hope
HOW THE EXPERIENCE COULD BE…..
ANNE FRANK HOUSE EXPERIENCE ASSESSMENT
UX for GOOD | Redesigning Museums for Good, Amsterdam
“- - -”
!
ANNE FRANK HOUSE EXPERIENCE ASSESSMENT
UX for GOOD | Redesigning Museums for Good, Amsterdam
AFH
IDEATION
ANNE FRANK HOUSE DESIGN RECOMMENDATIONS
START ENGAGING VISITORS

FROM THE LINE OUTSIDE
CONNECT HER STORY WITH
THE CITY (ANNE’S SIGNAGE)
MAKE THE EXPERIENCE MORE PERSONAL
(PIN AGAINST PREJUDICE)
BETTER DESCRIBE ANNE’S LIFE

BEFORE THE ANNEX
ANNE FRANK HOUSE DESIGN RECOMMENDATIONS
EMPHASISE THE KEY PHYSICAL

PASSAGES (i.e. ANNEX’S ENTRANCE)
EMPHASISE THE KEY OBJECTS (POSTCARD,
DIARY,..) BY LOCATING THEM WITH MEANING
AUGMENT THE EMPTY SPACE IN THE ANNEX 

BY CREATING REFERENCES TO ANNE’S EVERYDAY LIFE
PLAY WITH SILENCE/NOISE TO STRESS THE

IDEA OF HIDING AND CONTRAST WITH OUTSIDE
ANNE FRANK HOUSE DESIGN RECOMMENDATIONS
EMPHASISE THE KEY PHYSICAL

PASSAGES (i.e. SHIFT BETWEEN ANNEX AND CAMP)
INSERT ANNE’S STORY IN A BROADER CONTEXT
(HISTORICALLY AND GEOGRAPHICALLY)
EMPHASISE POSSIBLE HINTS TO GENERATE 

MORE INTIMATE SELF-REFLECTION
ANNE FRANK HOUSE DESIGN RECOMMENDATIONS
MAKE THE GLOBAL INTEREST

AND PARTICIPATION EXPLICIT
FROM ANNE’S HELPERS TO EVERYDAY
HEROES: TELL THEIR STORIES
CELEBRATE NEW HELPERS BY SUBMITTING THEIR STORIES AND
MAKING THEM PART OF THE MUSEUM
ANNE FRANK HOUSE DESIGN RECOMMENDATIONS
MAKE THE EXPERIENCE MORE PERSONAL
(BADGES/GIFT CARD AGAINST PREJUDICE)
WHO IS HIDING TODAY? GIVE VISIBILITY TO CONTEMPORARY STORIES
OF HIDING AS OPPORTUNITIES TO BECOME HELPERS.
GIVE VISIBILITY TO ONGOING HUMANITARIAN
INITIATIVES PEOPLE CAN CONTRIBUTE TO
CREATE EXPLICIT CONNECTIONS WITH EXISTING 

FIGHTS FOR HUMAN RIGHTS IN AMS TODAY
HOMO-MONUMENT
INZOVU CURVE MODEL EVALUATION
UX for GOOD | Redesigning Museums for Good, Amsterdam
INZOVU CURVE
EVALUATION
INZOVU CURVE
RELEVANCE
INZOVU CURVE MODEL EVALUATION
UX for GOOD | Redesigning Museums for Good, Amsterdam
FLEXIBILITY INSPIRATION ACTIONABILITY
“Yes! Maybe pain and
reflection moments can
belong to a circle line”
“I think it’s a good
starting point for
discussion. It works for
memorial museums,
but it’s more limiting
for other types.”
“It clearly shows the
gaps of missed
opportunities to
improve UX.”
“A great starting point
for ideation.”
ANNE FRANK HOUSE END OF DAY!
UX for GOOD | Redesigning Museums for Good, Amsterdam
REBECA
BRAZIL
LAURA
ITALY
HANS
US
SHANNON
US
ROBERTA
ITALY
ANDREA
ITALY
ASIA
US
HIENADZ
BELARUS
AMSTERDAM 2014
THANKS

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Service solahart kebon jeruk 081288514852

  • 3. 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? UX FOR GOOD ANNUAL CHALLENGE 2014 UX for GOOD | Redesigning Museums for Good
  • 4. KIGALI
 GENOCIDE
 MEMORIAL RWANDA 01BACKGROUND UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014
  • 5. MASS
 GRAVESIMMERSION & CONTEXTUAL OBSERVATION UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014
  • 6. HISTORICAL
 GALLERYIMMERSION & CONTEXTUAL OBSERVATION UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014
  • 7. PHOTOS & REMAINSIMMERSION & CONTEXTUAL OBSERVATION UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014
  • 8. OTHER
 GENOCIDESIMMERSION & CONTEXTUAL OBSERVATION UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014
  • 9. CHILDREN
 ROOM ! ! IMMERSION & CONTEXTUAL OBSERVATION UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014
  • 10. CALL FOR
 ACTIONIMMERSION & CONTEXTUAL OBSERVATION UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014
  • 11. END!IMMERSION & CONTEXTUAL OBSERVATION UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014
  • 12. UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014 HISTORICAL GALLERY MASS GRAVES PORTRAITS AND REMAINS ROOM CHILDREN ROOM “It takes a while 
 to process the anger, guilt, and helplessness.” ! The museum generates an emotional burnout that leaves visitors unable to react.
  • 13. UX for GOOD | Redesigning Museums for Good, Kigali “You can’t talk about the rebirth without talking about genocide.” ! UX FOR GOOD ANNUAL CHALLENGE 2014 IN DEPTH-INTERVIEWS INTERCEPT INTERVIEWS & CONTEXTUAL IMMERSION ON-GOING SYNTHESIS SHADOWING There’s an opportunity to tell the holistic story from genocide to rebirth.
  • 14. UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014
  • 15. UX for GOOD | Redesigning Museums for Good, Amsterdam UX FOR GOOD ANNUAL CHALLENGE 2014 INZOVU* CURVE UX for GOOD | Redesigning Museums for Good, Kigali UX FOR GOOD ANNUAL CHALLENGE 2014 The word “Inzovu” means Elephant in Kinyarwanda, 
 the native language of Rwanda. * The Inzovu Curve is a model that maps specific designed activities to the emotional response of the individual experiencing them.
  • 16. UX for GOOD | Redesigning Museums for Good, Kigali 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. INZOVU CURVE CONCEPTUAL MODEL This moment should happen multiple times during the experience itself. It’s meant as a way to decompress for sensible people, and a space to think for everyone. 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. It’s hope for the humanity. While it’s 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. EXPERIENCE STAGES
  • 17. UX for GOOD | Redesigning Museums for Good, Kigali 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.
  • 18. UX for GOOD | Redesigning Museums for Good, Kigali INZOVU CURVE CONCEPTUAL MODEL motivation and 
 ability to act personal connection to the experience of genocide CONVERSION POINTS
  • 19. UX for GOOD | Redesigning Museums for Good, Kigali INZOVU CURVE KIGALI GENOCIDE MEMORIAL MUSEUM EXPERIENCE WORKSHOP EXPERIENCE
  • 20. Extend the experience outside the memorial by creating dedicated paths and deep dives.
 Raise awareness by making visitors selecting their journey at the beginning. UX for GOOD | Redesigning Museums for Good, Kigali INZOVU CURVE KIGALI GENOCIDE MEMORIAL
  • 21. Augment the content and stories displayed in the physical space by giving access to the memorial’s archive, creating different narratives and connections based on what visitors are interested into. UX for GOOD | Redesigning Museums for Good, Kigali INZOVU CURVE KIGALI GENOCIDE MEMORIAL
  • 22. 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. UX for GOOD | Redesigning Museums for Good, Kigali INZOVU CURVE KIGALI GENOCIDE MEMORIAL
  • 23. 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). UX for GOOD | Redesigning Museums for Good, Kigali INZOVU CURVE KIGALI GENOCIDE MEMORIAL
  • 24. UX for GOOD | Redesigning Museums for Good, Kigali INZOVU CURVE KIGALI GENOCIDE MEMORIAL
  • 25. UX for GOOD | Redesigning Museums for Good, Kigali INZOVU CURVE BEHAVIOUR SCALE Aware: a person is aware of the facts and can apply critical thinking, but it’s 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.
  • 26. UX for GOOD | Redesigning Museums for Good, Kigali INZOVU CURVE BEHAVIOUR SCALE UX for GOOD design fellows
  • 27. UX for GOOD | Redesigning Museums for Good, Amsterdam UX FOR GOOD REDESIGNING MUSEUMS FOR GOOD INZOVU
 CURVE
 WORKSHOP AMS 02EVENT
  • 28. UX for GOOD | Redesigning Museums for Good, Amsterdam UX FOR GOOD REDESIGNING MUSEUMS FOR GOOD NEW YORK
 
 AMSTERDAM CHICAGO
  • 29. UX for GOOD | Redesigning Museums for Good, Amsterdam ANNE FRANK HOUSE OBSERVATION AFH MUSEUM 
 VISIT
  • 30. REFLECTIONS UX for GOOD | Redesigning Museums for Good, AmsterdamUX for GOOD | Redesigning Museums for Good, Amsterdam ANNE FRANK HOUSE OBSERVATIONANNE FRANK HOUSE OBSERVATION 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.
  • 31. DIARY QUEUE SECRET ANNEX REFLECTIONS “You can easily walk out and be ready for the next thing to see.” ! For many visitors the Anne Frank House is simply one thing to check among Amsterdam’s attractions. UX for GOOD | Redesigning Museums for Good, AmsterdamUX for GOOD | Redesigning Museums for Good, Amsterdam - - - ANNE FRANK HOUSE OBSERVATION FINAL MESSAGE
  • 32. ANNE FRANK HOUSE EXPERIENCE ASSESSMENT UX for GOOD | Redesigning Museums for Good, Amsterdam AFH EXPERIENCE
 ASSESSMENT
  • 33. UX for GOOD | Redesigning Museums for Good, Amsterdam
  • 34. UX for GOOD | Redesigning Museums for Good, Amsterdam ANNE FRANK HOUSE EXPERIENCE ASSESSMENT UX for GOOD | Redesigning Museums for Good, Amsterdam THE EXPERIENCE NOW QUEUE = INTEREST THE HELPERS’ STORY QUOTES FROM CELEBRITIES INSPIRED BY ANNE THE IMPACT OF THE DIARY ALL OVER THE WORLD ! COMMERCIALISATION OF THE TRAGEDY (SHOP) WHAT DOES THE FOUNDATION DO? ! THE LAST POSTCARD
 THE CLOSED WINDOWS
 THE ORIGINAL WALLS IN ANNE’S ROOM PERSONAL ACCOUNTS FROM FRIENDS SURVIVORS’ TESTIMONIALS IMAGING THE EVERYDAY LIFE IN THE ANNEX OTTO’S MAP OF ALLIES’ PROGRESS “IT MUST HAVE BEEN A BETRAYAL” OTTO DIDN’T KNOW THE ANNE FROM HER DIARY REALISING ALL THE HELP WAS USELESS ! REFLECTION IS MIXED WITH PAIN INSPIRED BY THE HELPERS: COULD I DO THE SAME? THE BOOK WITH THE NAMES OF DEPORTED JEWS 
 LACK OF ANGER, LACK OF CONTEXT FEAR FROM REFLECTION WALLS: IT CAN HAPPEN AGAIN NO QUESTIONS LEFT FOR THE VISITORS CULT OF PERSONALITY
  • 35. ANNE FRANK HOUSE EXPERIENCE ASSESSMENT UX for GOOD | Redesigning Museums for Good, Amsterdam The poor narration 
 of the “life before” 
 the secret annex prevent visitors from building enough understanding and empathy. KEY INSIGHTS
  • 36. UX for GOOD | Redesigning Museums for Good, Amsterdam ANNE FRANK HOUSE EXPERIENCE ASSESSMENT The experience itself lacks of emotional depth: it doesn’t generate enough pain neither enough hope 
 to feel motivated/ activated. KEY INSIGHTS
  • 37. UX for GOOD | Redesigning Museums for Good, Amsterdam ANNE FRANK HOUSE EXPERIENCE ASSESSMENT KEY INSIGHTS The helpers are 
 a great opportunity 
 to shift the perspective from victims (not- empowering) to positive heroes (empowering).
  • 38. UX for GOOD | Redesigning Museums for Good, Amsterdam ANNE FRANK HOUSE EXPERIENCE ASSESSMENT Expand the experience before by setting the context Leverage opportunities for pain and reflection Strengthen connections with the existing world to raise motivation Leverage the role of the helpers to create hope HOW THE EXPERIENCE COULD BE…..
  • 39. ANNE FRANK HOUSE EXPERIENCE ASSESSMENT UX for GOOD | Redesigning Museums for Good, Amsterdam “- - -” !
  • 40. ANNE FRANK HOUSE EXPERIENCE ASSESSMENT UX for GOOD | Redesigning Museums for Good, Amsterdam AFH IDEATION
  • 41. ANNE FRANK HOUSE DESIGN RECOMMENDATIONS START ENGAGING VISITORS
 FROM THE LINE OUTSIDE CONNECT HER STORY WITH THE CITY (ANNE’S SIGNAGE) MAKE THE EXPERIENCE MORE PERSONAL (PIN AGAINST PREJUDICE) BETTER DESCRIBE ANNE’S LIFE
 BEFORE THE ANNEX
  • 42. ANNE FRANK HOUSE DESIGN RECOMMENDATIONS EMPHASISE THE KEY PHYSICAL
 PASSAGES (i.e. ANNEX’S ENTRANCE) EMPHASISE THE KEY OBJECTS (POSTCARD, DIARY,..) BY LOCATING THEM WITH MEANING AUGMENT THE EMPTY SPACE IN THE ANNEX 
 BY CREATING REFERENCES TO ANNE’S EVERYDAY LIFE PLAY WITH SILENCE/NOISE TO STRESS THE
 IDEA OF HIDING AND CONTRAST WITH OUTSIDE
  • 43. ANNE FRANK HOUSE DESIGN RECOMMENDATIONS EMPHASISE THE KEY PHYSICAL
 PASSAGES (i.e. SHIFT BETWEEN ANNEX AND CAMP) INSERT ANNE’S STORY IN A BROADER CONTEXT (HISTORICALLY AND GEOGRAPHICALLY) EMPHASISE POSSIBLE HINTS TO GENERATE 
 MORE INTIMATE SELF-REFLECTION
  • 44. ANNE FRANK HOUSE DESIGN RECOMMENDATIONS MAKE THE GLOBAL INTEREST
 AND PARTICIPATION EXPLICIT FROM ANNE’S HELPERS TO EVERYDAY HEROES: TELL THEIR STORIES CELEBRATE NEW HELPERS BY SUBMITTING THEIR STORIES AND MAKING THEM PART OF THE MUSEUM
  • 45. ANNE FRANK HOUSE DESIGN RECOMMENDATIONS MAKE THE EXPERIENCE MORE PERSONAL (BADGES/GIFT CARD AGAINST PREJUDICE) WHO IS HIDING TODAY? GIVE VISIBILITY TO CONTEMPORARY STORIES OF HIDING AS OPPORTUNITIES TO BECOME HELPERS. GIVE VISIBILITY TO ONGOING HUMANITARIAN INITIATIVES PEOPLE CAN CONTRIBUTE TO CREATE EXPLICIT CONNECTIONS WITH EXISTING 
 FIGHTS FOR HUMAN RIGHTS IN AMS TODAY HOMO-MONUMENT
  • 46. INZOVU CURVE MODEL EVALUATION UX for GOOD | Redesigning Museums for Good, Amsterdam INZOVU CURVE EVALUATION
  • 47. INZOVU CURVE RELEVANCE INZOVU CURVE MODEL EVALUATION UX for GOOD | Redesigning Museums for Good, Amsterdam FLEXIBILITY INSPIRATION ACTIONABILITY “Yes! Maybe pain and reflection moments can belong to a circle line” “I think it’s a good starting point for discussion. It works for memorial museums, but it’s more limiting for other types.” “It clearly shows the gaps of missed opportunities to improve UX.” “A great starting point for ideation.”
  • 48. ANNE FRANK HOUSE END OF DAY! UX for GOOD | Redesigning Museums for Good, Amsterdam