National Park Service. Visitor Experience for the Next Centennial

2014 - Accenture - Fjord - Service Design - Strategy

TIMELINE
September ~ October 2014 (2 month)
DELIVERABLES
Concepts
Visitor journey map
BRIEF
Define the National Park Service’s visions for digital integration, visitor experience with digital and programs / projects to support the next generation of park visitor. A joint effort with the Accenture team.
Note: National Park Service will celebrate 100 years of serving America in 2016. Accenture has initiated this project as a gift to the celebration. And I am honored to be part of this project.
TEAM
    Engagement Lead
    Service Design Lead
> Interaction Designer
    Visual Designer (Illustration)
    Researcher
    Accenture Federal

New York, San Francisco, Washington, San Jose, Chicago

Visitor Journey Map

2014 NPS journey

^  Final deliverable that illustrates future experience with digital integration

I was responsible for creating this map and here’s the process:

STEP 0

2014 NPS park visit 1

^ Research the National Park Service organization and the visitor experience. The Fjord team had the opportunity to visit Harpers Ferry and Gettysburg where we were treated to this amazing ranger tour. Dennis, a park ranger with 30+ years experience, knows the details and history of the park by heart, and his passion for it is infectious. We learned about the dreams and challenges of delivering ‘Power of Place’ by creating ‘Boundaryless Park’.

STEP 1

2014 NPS rumble crop

2014-nps-step1

^ Generate ideas for visitor journey in the future with client at a workshop

(4 groups generate ideas for ideal visitor experience based on the personas that they developed)

 STEP 2

2014-nps-step2

^ The idea that came out of the workshop were then digitized by group facilitators. The Fjord team then talked through the ideas to construct the future visitor journey in a cohesive and polished way. I conceived a way to organize the information into a Google spreadsheet such that each row and column would function to support the story that we wanted to tell. (Simultaneously, 3 outstanding ideas are being developed into concepts. )

STEP 3

2014-nps-step3

^ Based on the Google spreadsheet, I create a draft of customer journey map so that the visual designer can use as a reference. All components, information are near the final state at this point

STEP 4

2014 NPS step 4

^ A beautiful skin is applied
(by Service Design Lead)

STEP 5

Presented to client and incorporated feedback before the final submission.

 

Concepts

2014-NPS-concept

^ Sample pages of the concept deliverable

(I collaborated with the Service Design Lead to develop the concept scripts. Then the visual designer illustrated the story.)

PROCESS
  • Research – workshop (vision, ideation) – visitor journey & concepts – capability & gap analysis

ROLE

  • played a key and leading role on the project throughout all activities
  • supported the engagement leader facilitating the workshop, synthesized the workshop result, led creation of visitor journey, and participated in concept development

CHALLENGE

  • navigating through a low budget constraint and complex work structure

RESULT

  • National Park Service is pleased with the deliverable and plans to implement
  • Accenture technology lab will be developing prototype
  • The journey map is mentioned as great examples of Fjord’s work internally