MobiusLab “A preview facility of Mobius Science Center”Review - August 7, 2009 Mark Walhimer

MobiusLab

• Introduction

• Survey and Mapping Findings

• Impressions of PassPort to Discovery

• Potential Next Steps

• Potential Schedule

• Video

• Follow Up Answers

Executive Summary

I was very impressed with MobiusLab. The space is well located in a suburban mall of Spokane. The preview facility is well situated in the Northtown Mall, and the mall appears to have high visitation of the targeted demographic of 8-12 year olds.

The space has a fun welcoming feel and Chris Alexander (14 years old) does a wonderful job of making visitors feel welcomed and interested in learning. The combination of the four Exploratorium exhibits, plus the exhibits made by volunteers and the PassPort to Discovery creates the Science Center’s desired effect of an “Exploratorium atmosphere with a higher level of finishes and a deeper level of layers of information”.

On several of the interviews (six are noted) visitors mention that science is their favorite subject. My concern is that visitors are self selecting as visitors to the MobiusLab, a next step would be to interview visitors who do not like science and get their feedback.

As next steps, I recommend a three phase approach to the opening of Mobius Science Center. Phase I; Over the next year continue to refine MobiusLab; Phase II open Mobius Lab 2.0 summer of 2010, and Phase III break ground on Mobius Science Center November 2011.

Congratulations to Ward, Charlie, Amalie and Chris!

Introduction

• MobiusLab Website http://www.mobiuslab.org/

• Address: MobiusLabNorth Town Mall4750 N Division StreetSpokane, WA 99207(509) 482-4800

• Ground level southwest corner of the mall next to Barnes and Noble and across from AT&T. Macy’s and Nordstrom’s in the same mall

• Mobius Hours Monday – Saturday, 10 am to 9 pm; Sunday 10 am to 6 pm.

• Approximately 800 square feet of exhibition space

• Exhibition Cost $80,000

• Total Operating Cost for Three months $150,000

• $100 per square foot for exhibit rental, graphics, and additional exhibits

Exhibit Areas

• Information / PassPort to Discovery check-in

• Audio Lab, Oscylinder Scope, http://www.exploratorium.edu/cmp/exhibits/o/oscylinder.html

• Magnetics Lab

• Turntable, http://www.exploratorium.edu/cmp/exnet/exhibits/group_a/turntable/index.html

• Chaotic Pendulum, http://www.exploratorium.edu/cmp/exhibits/c/chaotic_pend.html

• Four Computer Stations

• Tectonic Basin, http://www.exploratorium.edu/cmp/exhibits/t/tectonic_basin.html

• Demonstration Area

Partial List of MobiusLab Team

• Ward Merkeley,M.D., Board Member

• Charles Simon, Interim Chief Technology Officer

• Amalie Day, Board Member

• Chris Alexander, MobiusLab Staff (14 years old)

The Science Center Spectrum

• Science Centers exist on a spectrum with the Exploratorium defining one end of the spectrum and Adventure Science Center defining the opposite end of the spectrum.

Exploratorium

• Highly interactive

• Geared to tactile / kinesthetic learners

• Lower level of finishes

• Highly participatory

• Staff culture to support high level of participation

• More about what the visitor does than about what the visitor sees

Adventure Science Center

• High level of finishes and theming

• More geared to auditory / visual learners

• Lower level of participation

• Lower level of staff involvement

• Lower level of staff culture of support

• Highly experiential

Amalgam

• Higher level of finishes

• Higher level of participation

• More geared to tactical / kinesthetic learners

• Higher staff involvement

• Staff culture to support high level of participation

Science Center Spectrum

The Board Members have had an on going conversations regarding the type of Science Center the group should build. Within the Board there has been a group that has wanted a Science Center very similar to the Exploratorium and another group has wanted something more similar to Adventure Science Center. The two group’s desires are positioned at opposite ends of the science center spectrum.

MobiusLab’s combination of Exploratorium exhibits, “hand made” exhibits and PassPort to Discovery; positions MobiusLab as an Amalgam of the two ends of the spectrum and is a successful compromise.

Survey and Mapping Findings

Over the course of two days I interviewed and mapped the behavior of visitors to MobiusLab. The overall findings of the survey and mapping were very successful. 24 people were interviewed and mapped.

Targeted groups were children 8-12 years old

Survey and Mapping Participants:•(1) 12 year old, (1) 13 year old•(2) 11 year olds, (1) 14 year old•(1) 23 year old•(1) 32 year old, (1) 33 year old•(1) 18 year old•(1) 24 year old•(1) 20 year old, (1) 18 year old•(3) 17 year olds

Surveys

• Asked three simple questions: 1.Do you know what a Science Center is?2.Do you know what Mobius Science Center is?3.Do you like Science?

• 5 of the 24 knew what a science was, only 1 of 24 participants knew of Mobius Science Center and all of the participants said they liked science.

• Of the people interviewed only one Science Center was known by name: Pacific Science Center

• It appears that the people interviewed are self selecting. They are interested in science and drawn to the MobiusLab. As a next step, follow up with interviews of people openly not interested in science.

Mother and daughter

For each person I approached I was careful to ask the same question: “Hi, would you like to visit MobiusLab, a preview facility of Mobius Science Center?”, if they answered yes, I would ask them a few questions.

A mother (approximately 35 years old) and daughter (approximately 7 years old) were approached and I asked them to visit the MobiusLab. They responded that they “don’t have time”, they appeared to be put off by the idea of science.

The same mother and daughter walked by MobiusLab twice more and each time I asked if they would like to visit? Each time they responded “No”

It would be interesting to gather a group of people not interested in science and interview them.

11 Year Old Girl

I spent several minutes speaking with a 11 year old girl, Chateria, she appeared to be a Latina, I spoke with she and her mother and Chateria stayed approximately 40 minutes. She was a very articulate young lady, spent several minutes at each station and used three of the Passport to Discovery stations.

As of my mapping she was one of only three people of the 24 observed that used the Passport to Discovery. When asked, if she liked science, she said “it was her favorite subject”. When asked what her second favorite subject was she said “math”. She was very inquisitive, spending time at each station and was very careful to spend time at at each exhibit.

Chareria would make a perfect volunteer or employee, I would suggest making an effort to connect to visitors like her. Again a next step would be to set up a volunteer program.

Latino Family

One group, a Latino family of five; two boys (one eleven and one fourteen) and smaller girl (approximately 6 years old) with a mother and father was approached. The family deferred to the father as soon as I approached and I asked if they would like to visit MobiusLab. The father responded “not from here” and was visibly nervous. I asked a second time addressing the mother telling them MobiusLab was free and non profit. The mother thanked me, the boys looked disappointed. The mother went shopping with the daughter while the father and two boys waited outside the store. I approached the father and two boys a third time and the boys agreed to visit.

The boys were very hesitant reading only the first graphic panel before touching anything, moving on to the second graphic panel not touching the exhibit, I then approached the boys and showed them how Chaotic Pendulum worked. I then walked them over to Tectonic Basin. At that point they relaxed, even though they continued to look to their father waiting outside MobiusLab for approval.

It was clear that the father did not want to appear unintelligent in front of his family and the two boys were very careful to be respectful of their father.

Mapping

Mapping

Visitor Mapping is the process of watching visitors and recording how they use an exhibition space. I mapped 24 visitors.

•Overall, the exhibition flow was found to be very positive. Visitors are able to easily navigate the exhibition space and there appeared to be several paths through the space. There did not appear to be a visitor flow favorite by gender or age.

• The number one first visited exhibit was the turntable

•The number two first visited exhibit was the Tectonic Basin

•The experience is non linear and allows for easy conversation between visitors

•The MobiusLab staff involvement with visitors surveyed was kept to a minimum

•Most visitors used the exhibit then read the label, 3 of the visitors used the Passport to Discovery

Mapping

•The exhibition flow is open and easily navigated. The 24 visitor paths through the space is varied.

•There does not seem to be a preference for exhibits by gender or age

•Dwell time of 3-7 minutes per exhibit observed, an excellent dwell time

•Demonstration area appears to be a draw for 14-22 year olds

•Only one visitor was observed using the computer stations, I would suggest incorporating the computers into the experience instead of as separate station.

Group Interaction

One of the purposes of mapping is to see how people interact with each other.

I believe Science Centers are the modern day “Town Hall”; a place for people to share opinions, and learn from one another. The current layout of MobiusLab allows several areas for visitors to gather and play and learn together. The mapping showed; people gathered and had the longest dwell time at the turntable and the Tectonic Basin.

Impressions of PassPort to Discovery

I enjoyed the process of PassPort to Discovery. It was cool to be registered and I felt as if I was joining a club. As I watched visitors follow the registration process they also seemed to be enjoying the process. Of the 24 people observed over the course of three hours I only viewed 3 people using Passport to Discovery.

I believe that the combination of interactive exhibits and content; such as Passport to Discovery, is the future of informal education. Such an undertaking is very expensive and not as simple as it seems. I would greatly simplify Passport to Discovery until you have one well functioning station with a higher capture rate. I would also be very clear as to the business model for the development of the content. Updating of the content and usability is the first priority. I would estimate that such an undertaking would be in the $250,000-$500,000 range when completed. I would pursue a profit sharing model on the development of the system and sale of future systems.

When I asked several people, “why are you not using the Passport to Discovery” one comment was “it would be better if it was part of the exhibit”. To the visitors it seems to be separate from the interactive. There appears to be too large a shift in type of interaction between the exhibits and the PassPort to Discovery.

Virtual Education

I had a very interesting conversation with Ward over dinner on Thursday night regarding the future of education. I am a member of InfoComm International, the largest organization of applied technology for museums and corporate venues. As part of InfoComm International there are several levels of certification. I am currently a CTS Certified Technology Specialist, the first level of certification. The certification process is split between online education and in person workshops.

Ward and I envisioned a similar model for Passport to Discovery; with pre-visit online packets customized to the visitor, in person learning at the Science Center and post-visit on line education. We believe such a model is a great goal for Passport to Discovery.

PassPort To Discovery Content

Museums and Science Centers rank as the number one trusted source for information.

The content being delivered by Passport to Discovery needs to be accurate and in keeping with national and state science standards. The number one concern is the content being delivered by PassPort to Discovery is closely aligned to the objectives of the interactive and is similar in modality to the interactive and it is fun. Currently the content needs to be edited by Mobius Science Center advisors with additional layers of content available on line for pre and post visits.

Impressions of PassPort to Discovery

•My first suggestion is to hire a media designer (several suggested in answers) to create a flow diagram and story boards for Passport to Discovery.

•One visitor commented “I don’t really need the kiosk (PassPort to Discovery)”, when questioned he felt that all of the information from the exhibit was either already on the label or apparent in in the exhibit. There needs to be a value added for PassPort to Discovery

• An 11 year old girl responded “why do I need to use the kiosk?”. Potentially prototype a scavenger hunt associated with PassPort to Discovery

•I don’t have sufficient data to support this, but subjectively females seemed more interested in Passport to Discovery than males. Several females were observed viewing the computer screen but not using it.

•Passport to Discovery Alien Computers seems overly exposed and unnecessary

•Passport to Discovery Wizard seems cool

•Passport to Discovery too much to read and learning curve too steep

•Introductory Media needs to be installed

Impressions of PassPort to Discovery

• Incorporate Passport to Discovery more closely with each exhibit

• Create a flow diagram of visitor’s interaction

• Test several screen layouts, with fun facts, videos or a game interface. The current interface is too linear and contains too much text.

• Create one option for the general public and create one option for each school grade.

• Choose an avatar to be chosen by the visitor

• Be sure all of the content is about the visitor. Use a consistent voice

• Create a “physical” representation of the interactive, potentially a video as first screen for each station

Potential Next Steps

Potential Next Steps

Currently MobiusLab is scheduled to be open for 60 days. It is planning to be closed the end of September. I recommend that the Mobius Science Center find a donor to underwrite the costs of MobiusLab (approximately a $250,000-$500,000 naming opportunity) and the MobiusLAb stay open in it’s current location.

I would extend the rental of the Exploratorium exhibits until such time they can be replaced with similar exhibits. The replacement exhibits would be built locally from the Exploratorium Cookbook plans (approximate cost $40,000-60,000).

Plan on opening an expanded MobiusLab 2.0 in the Summer of 2010. MobiusLab 2.0 would include an exhibits building and repair shop to build and prototype exhibits as part of the preparation of Mobius Science Center’s opening in 2012. A charge of $2 per person for MobiusLab 2.0

Overall Impressions

• Location appears to be more of the desired demographic for Mobius Science Science than a downtown location. As an outsider it appears that people shop and relax in the area of the North Town Mall more than downtown

• MobiusLab not listed on mall map, had to ask for directions

• Asked a worker in the mall for directions and she was not aware of MobiusLab. Asked a second worker in the Mall and she was aware of the MobiusLab location.

• There appears to be a lack of Mall staff awareness of MobiusLab. A suggestion may be to have an open house for NorthTown Mall workers.

• Along with the word “Free” add “Non Profit” or “Museum” or “Science Center”. “Free” alone seems similar to time share sales in the Mall atrium

• Although without final graphics or cleaning, space has a neat purposeful look and feel.

Overall Impressions

• Unclear that corner is a demonstration area, add signage with program times

• Add a “Hacker Space”, with a take apart table and “Swap Shop”

• Like workshop look and feel

• Do survey regarding look and feel

• Add introductory video for both PassPort to Discovery and MobiusLab

• Add information about Ned Kahn and Norman Tuck

• Customer servicing training for all staff

• Create signage identifying each exhibit area

Overall Impressions

• Confirm that PassPort to Discovery is aligned with national and state science standards similar to Discovery Science Center; http://www.discoverycube.org/education.aspx?q=44

• Survey built into PassPort to Discovery and a written survey

• Registration needs to be streamlined with thoughts given to customer service. “Why are you taking my picture”, “what do I get?” The implied concern is can people trust MobiusLab?

• Lighting seems adequate, but needs aiming and bulbs replaced

Mobius Kids

• I would consider your options with Mobius Kids. I do not believe it is currently helping your efforts with the opening of Mobius Science Center. Mobius KIds could potentially close until summer 2011 and reopen as a smaller part of MobiusLab 2.0

• Creating a mixed message; are you a children’s museum or a science center?

• Mobius Kids needs refreshing

• Continued cost

Potential Schedule

• MobiusLab opens August 1, 2009

• Close Mobius Kids August 1, 2010

• MobiusLab 2.0 opens August 1, 2010

• Ground Breaking Mobius Science Center November 2011

• Mobius Science Center Public Opening November 2012

Create Previews of each world as part of MobiusLab 2.0

• Life & The Human Body Preview, August 1, 2010

• Energy & Technology Preview, November 1, 2010

• The Natural World Preview, February 1, 2011

• The Universe & Flight Preview, May 1, 2011

• Mobius Science Center Ground Breaking November 1, 2011

• Mobius Science Center Opening November 1, 2012

Video

Video

Follow Up Answers

Favorite Science Centers

1.Exploratorium

2.Denver Museum of Nature and Science

3.The Tech Museum of Innovation

4.Museum of Science and Industry

5.Science Museum of Minnesota

6.Liberty Science Center

7.California Science Center

8.Pacific Science Center

9.Discovery Science Center

10.Oregon Museum of Science and Industry

Favorite Exhibits

1.Pin Wall2.Bed of Nails3.Recollections4.Lariat Chain5.Turntable6.Animation Table7.Scan your head8.Thermography9.Stream Table10.Aquarium with dump tank

Runners Up11.Fitness Exhibits12.Arch13.Birth exhibits14.Psychology Tests15.Conflict Resolution16.Lift a car

Top 10 items for a new Science Center

1.Understand and build your brand, always be consistent

2.Customer service is your first priority, think through the visitor experience from the parking lot entrance to parking lot exit. Train, Train, Train your staff

3.Have an exhibit icon

4.Plan for your first through your third year of operation

5.Have a soft opening

6.Prototype, Prototype, Prototype

7.Make sure you have a workable loading dock and plan your back of house, lockers, washer and dryer, storage as carefully as your front of house

8.Have an exhibit building and repair shop

9.Have sufficient parking

10.Plan for your high capacity and low capacity days from a budgeting and staffing perspective

Potential Films

• Powers of Ten, http://www.eamesgallery.com/cart/detail_prod.php?id=50

• The Way Things Go; http://icarusfilms.com/cat97/t-z/the_way_.html

• Ricahrd Feynman; http://photosynthesis.com/Richard_Feynman.html

• Proteus: A Nineteenth Century Vision; http://icarusfilms.com/new2004/pro.html

Theater

• I would recommend against a large format theater, instead I would recommend a smaller theater, with a seating capacity of between 75-150 people. The theater would have regularly scheduled shows, using 3D technology at an extra charge of $1 or $2 dollars. The theater can also be rented for after hours business presentations. We used this model at Discovery Science Center to great success

2008 Executive Director Yearly Salary

• COSI, $175,300

• Exploration Place $123,484

• McWane Science Center $125,853

• Museum of Discovery and Science $225,963

• Sci-Port $112,990

• Detroit Science Center $150,000

Potential Media Companies

• Thup; http://thup.com/

• Bean Creative; http://www.beancreative.com/default_flash.asp

• Ian Rep, ianrepp22@hotmail.com