Problem area and Problem formulation:
How can Design museum Denmark increase the number of visitors in the shop (not necessarily as a part of a museum visit) and how can they make the shop, and website more inviting and reflective of the museum?
The mission is to provide inspiration and insight throught historical backgrounds with a contemporary outlook
SPIDERGRAM
Louisiana museum shop, was by far an audience favourite in my survey, therefore I went out and made a comparison of the store at design museum denmark and Louisiana, asked frequent visitors why they preferred Louisianas museum shop. And from that information I created a spidergram, which showed me that especially the lack of design assortment and display was an issue, which I decided to work more with.
AVERAGE SHOPPER
According to design museum denmark, the average shopper in their store is female, age 40+
I wanted to help design museum denmark attract a younger audience...
POSITIONING MAP
INNOVATIVE
DIFFICULT
INFORMATION
CONSERVATIVE
EASY
INFORMATION
I want to move Design museum Denmark from presenting themselves as ordinary online, to make sure the homepage and social medias is presenting them as exciting, innovative and most importantly all information should be easy accessible. The positioning map shows how I perceive Design museum Denmark today, and where I believe they could end up by making few changes in their online communication.
PERSONA
Laura, 30
- Can feel lonely and tends to seek company in books and sketches, but realize afterwards that she didn't get the personal contact she longed for.
- She loves to keep updated on social medias, getting information fast. She also likes to find inspiration for her projects here.
- She is percieved as being very independent.
- Saves up to beautiful furniture rather than clothes, therefore she usually wears a uniform consisting of a white shirt and jeans or suit pants.
- Jewellery budget between 100-1000 is willing to pay for quality.
- Lives in Østerbro
- Her favourite city is Florence, and wants to live there for a while.
The vision is to be leading within research of danish design and museum research.
And make a difference in the international field of design research.
SWOT
First I created a SWOT to find the strenghts, weaknesses, opportunities and threats at design museum denmarks museum shop.
From these informations I found my focus for the rest of the projects.
PRODUCTION CHAIN
PRODUCT DEVELOPMENT
- Storytelling
- Quality
- Design classics
- Fitted for the excisting assortment
- Exhibition related
PURCHASE
- Respecting the classic dansih design
​- Own stock
- 500,- DKK is easier to sell
​
PRODUCTION
- The assortment is produced in denmark and only for the design museum
- Quality control
- Casted
MARKETING AND SALES
- Being more present on social media
- Add a webshop
- Make postcards of the jewellery to promote the shop
- Branding on quality, danish design, handcraft
TARGET GROUP
- Women
- Around 30
- Carrier woman
- Design interested
- Lives in copenhagen
- In a relationship, also with a creative person
- Independent
