Studio Spring 2024
How might we improve community participation with the AT&T Discovery District?
In Spring 2024, AT&T Discovery District partnered with the Masters of Design and Innovation (MADI) students to explore innovative ways to improve community participation within this vibrant hub. With its fusion of tech, culture, and entertainment, the Discovery District serves as a dynamic destination offering everything from live events to diverse dining options. But how could it engage more deeply with the local community, particularly those who may not yet see it as a go-to spot?
Over the course of 16 weeks, three dedicated teams embarked on a Human-Centered Design (HCD) approach to unravel this question. Through a blend of research, user interviews, and prototype testing, the teams sought to understand the needs of local residents and visitors alike. Their collaborative process led to insights that could help drive future engagement at the Discovery District. Below is a look at each team’s project, the design research they conducted, and the resulting prototypes and recommendations
View the final Client Presentation on the SMU MADI YouTube page.
TEAM ONE: District UXpedition
Chris Cloud | Haritha Muriyath | McKenna Pape
Project Overview & Design Research:
The District UXpedition team focused on improving navigation and engagement for visitors, specifically targeting those from the Dallas-Fort Worth area. Through surveys and observational research, they identified a key pain point: visitors, especially from DFW, struggled with finding their way around the district and were hesitant to explore new areas. These findings led the team to focus on ways to enhance the district’s accessibility, especially for those who are not frequent visitors.
Prototype:
The team created a series of human-scale physical signifiers and a digital augmented reality (AR) experience paired with QR codes. These signifiers were strategically placed along clear paths throughout the district, leading visitors to key areas like The Exchange and Cowboy Chow. Digital engagement, such as scavenger hunt-like experiences, further encouraged visitors to interact with the space and explore beyond their usual destinations.
Key Design Principles & Recommendations:
- Physical Signifiers: Clear, visible indicators help visitors feel more confident and willing to explore new areas, enhancing the overall visitor experience.
- Technology-Enhanced Engagement: Integrating AR and QR codes provides visitors with an interactive, playful way to engage with the district, leveraging the latest technologies.
- Visitor-Centered Experience: Focusing on easing navigation and making the space more approachable will encourage longer visits and more engaged interactions.
Future Recommendations:
The team recommends rolling out AT&T XR (Extended Reality) tools to create deeper engagement with the district’s history and features. This would offer a more immersive experience and serve to attract both new and returning visitors.
TEAM TWO: Green Owls
Mary Nunley | Darius Harris | Angela Molinero
Project Overview & Design Research:
The Green Owls team turned their attention to an often-overlooked stakeholder: the vendors of The Exchange. Through in-depth research, including field observations and expert interviews with vendors, the team discovered that vendors play a pivotal role in shaping community engagement. However, they were not as involved in the planning or execution of district events, limiting their ability to influence the overall visitor experience.
Prototype:
The team developed a tool called “Exchange at the Exchange,” a Google Form that allows vendors to submit ideas for events and activations at any time. This tool was designed to be flexible and easy to use, enabling vendors to share their ideas in a simple and accessible format. The team also rolled out a creative engagement strategy called “Not a Box,” which involved distributing boxes to vendors containing flyers and materials explaining the form and inviting them to participate in the process.
Key Design Principles & Recommendations:
- Empathetic Engagement: Understanding vendor needs and perspectives can unlock deeper participation and collaboration. Regular touchpoints, like meetings or flexible tools, will keep vendors engaged.
- Accessibility of Tools: Ensuring that participation tools are easy to use and available at all times allows vendors to contribute their ideas without barriers.
- Fostering Collaboration: Sharing submitted ideas and encouraging vendors to build upon each other’s thoughts enhances the collective creative energy, making the district more vibrant.
Future Recommendations:
The team suggests continued engagement and support for vendors, providing feedback loops to ensure that ideas move from concept to execution. Regular reminders and visible tool access will increase participation, helping sustain a vibrant community-driven atmosphere.
TEAM THREE: District Dynamos
Atifa Shalwani | Benjamin Johnston-Leamon | Kristi Flanders | Melody Chiang
Project Overview & Design Research:
The District Dynamos team focused on increasing the participation of Downtown Dallas residents, who often view the Discovery District as a place primarily for tourists. Through surveys, interviews, and focus groups with local residents, they discovered a desire for more local-centric programming, including events that cater to a wider range of interests and are more inclusive of the resident population’s needs.
Prototype:
The team recommended a series of event and program tweaks, such as later hours for The Exchange, pet-friendly spaces, and a broader array of dining options. They also designed a communication strategy aimed at tapping into existing resident networks, such as local Instagram groups, WhatsApp communities, and the Downtown Residents Council, to spread the word about new events and initiatives.
Key Design Principles & Recommendations:
- Play to Your Strengths: Building on the district’s existing programming by integrating new and complementary events can attract residents who are already familiar with the space.
- Grassroots Communication: Utilizing local communication networks ensures that outreach to residents is targeted and effective, fostering more organic engagement.
- Meaningful Resident Relationships: Keeping communication personal and participatory will ensure that residents feel more connected and invested in the future of the district.
Future Recommendations:
The team encourages continued engagement with Downtown Dallas residents, ensuring that their feedback shapes future programming and event planning. Maintaining direct and open communication channels will be key to building a sustainable, local community.
Class Summary:
In conclusion, each team’s project has provided unique insights and valuable recommendations for improving community participation at the AT&T Discovery District. By applying Human-Centered Design principles and focusing on empathy, accessibility, and collaboration, these efforts have set the stage for deeper, more meaningful engagement with both visitors and residents. As the district evolves, the continued application of these insights will ensure it remains a thriving, inclusive hub for the Dallas community.