Goals: The Cincinnati Museum Center wants to increase membership among 20something young adults (aka inbetweeners).

Strategy: Understand customers through customer interviews, customer journey mapping & talking with the client. Talking with Inbetweeners to understand current sentiment toward the CMC compared to other free-time locations. We also talked with industry leaders for additional perspectives including IDEO and The Exploratorium.

Tactics: For this project, the goal was more focused on data collection and insights, since there is no new product. We leveraged pamphlets (above) and other promotional materials to increase awareness of Inbetweener-focused events. We also offered tweaks to those events to be better tailored toward early adopters ‘ wants & needs.

Results: Recommendations were well received at final pitch and the breadth of research provided was leveraged in creation of new programs.

Analysis: Our main takeaways were that classic museum design is not built for the Inbetweener, instead being focused on appealing to both children and parents. Because of this, Inbetweener events need to have a heavy focus on community, memorability, and “Instagrammability”.

Consulting
Design Thinking
Customer Journey