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Live Savannah

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LIVE SAVANNAH

This was a 10 week collaborative project between Hewlett-Packard and SCAD. Live Savannah uses the LinkReader app to scan watermarked content, connecting users to digital media. 

THE ASK: 
To make the city of Savannah "live" using HP's new app, LinkReader, by creating an experience that shows all that the city has to offer in history, dinning, retail, and attractions, in time for the National Trust for Historic Preservation's Past Forward conference. Additionally there needed to be some sort of experience in the Savannah/Hilton Head Airport to introduce tourists to the app and downtown experience.

THE TEAM:  Out multi-disciplinary class was comprised of 15 students with backgrounds in graphic design, advertising, industrial design, motion media, and historic preservation. We were split into two teams, downtown and airport. Sarah Rocco (photographer), Danielle Torres (airport team manager and designer), Rebecca Antonucci (advertiser), Shuai Chen (industrial designer) and myself (designer).

THE SOLUTION: We created a video experience in the baggage claim area of the Savannah/Hilton Head airport to engage travelers while they waited for their bags. In the downtown area we partnered with SCAD to create an interactive experience so tourists can learn more about Savannah's building history, SCAD and the surrounding attractions and businesses. We also gave several guided tours to members of the  National Trust for Historic Preservation. Lastly we partnered with over 80 businesses in Savannah to participate in our efforts. 

*Winner of a Savannah AAF Silver ADDY Award


USER PERSONAS

MICHELLE MYERS

AGE: 43 
OCCUPATION: Stay at home mom
LODGING: Thunderbird Inn

BOB MILLER

AGE: 33 
OCCUPATION: Consultant
LODGING: Hilton DeSoto

KELLY MYERS

AGE: 16 
OCCUPATION: Student
LODGING: Thunderbird Inn

FRANK & FRANCIS MORETTI 

AGE: 69 & 67 
OCCUPATION: Retired
LODGING: Palm Inn


RESEARCH

AIRPORT: Our team spent many hours observing the habits of traveler's once they exited an airplane. Through these observations we determined the best areas to place information, advertising and experiences about the LinkReader app.

DOWNTOWN: By walking around downtown, taking tours, and interviewing tourists we were able to create a route that hit the best locations around town for our own tour. In addition to this we were able to pin point over 80 businesses along the route that could benefit from LinkReader.

Based on our research, we created journey maps for each user persona, in both the airport and downtown settings.

Airport journey map

Airport journey map

Downtown journey map

Downtown journey map


IDEATION

We were under a tight time constraint, having only a weekend to come up with our ideas and concepts, before presenting to HP and the Airport staff the following week.


INSTALLATION

We had two days to install over 40 advertising posters, two 40-foot wall installations, mount two projectors, and install 8 light-up wall brackets. 


SCAN CONTENT

In the airport when users scanned  the maps and posters they were directed to a video that gives a brief overview of how to use LinkReader and the downtown experience. 

This video was created by Tanner Scarr and Tim Skinner.


THE TOUR

The final week of the project we gave several guided tours to members from the Historical Preservation Society. The purpose of these tours was to show the members what can be done with LinkReader and the possibilities it could bring to their own communities.

 

Each building features a video with images of the past and present, displaying changes and restorations completed over its lifespan. Three coins then link users to the rest of the digital experience.

 

THE RESULTS

scad.png

20 
Live SCAD
Buildings

138
total scans
from maps

house.png

84 
PARTNERED
BUSINESSES

120 
total airport
scans

binoculars.png

2 
TOURS
 

house.png

407 
total scans
from partnered businesses

LinkReader.png

160 
WATERMARKS
 

841 
total scans from Live savannah buildings

 

1506 total scans


THE TEAM

In true fashion, I wanted to mix things up and keep my eyes closed for the photo, while everyone else's were open.