Experience industry · 2014

The art of making science a fun experience!

Science and technology is fun! Tom Tits Experiments comprises over 400 experiments designed to attract childrens’ and young peoples’ interest in science and technology. However, when planning the centre, it was vital that the project’s initiators had a thorough understanding of what was needed to raise visitors’ curiosity and interest to test the experiments.

Today the strategy applied at Tom Tits Experiments builds on real customer experience. This has led to fewer reported faults with the experiments and happier customers, with more than 80 percent of all visitors recommending Tom Tits Experiments.

Om Tom Tits Experiment

Tom Tits Experiments is a science centre in the city of Södertälje, south of Stockholm, which boasts over 400 scientific experiments whose main objective is to generate interest in science and technology among children and young people.

www.tomtit.se

 

We come here to have fun. If we learn something new, that’s a bonus!

VISITORS ABOUT WHY they visit Tom Tits

 

The challenge

Tom Tit’s strategy is quite simple: to maximize customer experience. They turned to us for help to understand what is important for their customers and how they could achieve their strategy goals.

The result

We presented suggestions as to how information, experiments and games should be designed as a whole, to create maximum customer experience. An information system was set up and we suggested it to provide different levels of clues, designed to encourages exploration regardless of the customers’ knowledge or experience.

HERE'S WHAT WE DID

Learning by doing – this project started with the entire Transformator Design team visiting Tom Tit to test, explore and experience the experiments on site. Based on those experiences, we produced an initial hypothesis on how the customer experience could be improved. Here’s what we did:

 

CUSTOMER INTERACTIONS: WE EXAMINED AND TESTED THE EXPERIMENTS AND TALKED TO THE VISITORS.

To truly maximize its customers’ experiences, it was crucial that Tom Tits Experiments got to know their visitors in depth. We conducted in-depth interviews and observations with visitors to build on the proposals of how the customer experience could be improved. To establish whether the proposals could actually be implemented we also talked with Tom Tits employees.

CUSTOMER INSIGHTS: YOU HAVE TO UNDERSTAND WHAT YOU ARE SUPPOSED TO DO BEFORE YOU DARE TO TRY IT

By compiling and analyzing our experiences and talking with the visitors, we gained an understanding of the visitors’ needs, motivations and expectations. From that, we compiled insights, which we carried forward to the next step, the ideas phase.

GENERATING IDEAS: AN APPROPRIATE AMOUNT OF INFORMATION CREATES INTEREST

Together with Tom Tits Experiment we formulated a number of different ideas on how to improve the customer experience, all based on our customer insights. A key insight was that visitors had to understand the basics of the experiment to feel intrigued to test it.

TRIGGER MATERIAL: THE CUSTOMERS IMPROVE OUR SOLUTION BLUEPRINTS.

In order to determine what was the required amount of information in the designs of the clues, we visualized our proposal. We showed these blueprints to the visitors, after which we started looking at ways of improving them.

THE SOLUTION: DIFFERENT LEVELS OF CLUES CAPTURE THE VISITORS' INTEREST

To determine how much information should be provided and how to shape it, we repeated the above steps and asked the visitors themselves to improve and fine-tune our proposals. This process continued until we reached the point where we knew our proposal would provide visitors with the maximum customer experience.

Tom Tits experiments is now built on a customer experience strategy. The customer should always be in focus – and here are the results of that approach:

  • Efficient internal prioritizing, proactivity and a common vision.
  • Approximately 40% fewer errors reported on experiments in 2014 compared to 2013.
  • Over 80 percent of all visitors recommend Tom Tits Experiments.

 

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