Nordsøen Oceanarium I

Concept Video:


We were approached by the marketing division of North sea oceanarium with the request to make fish cool by creating stories (storytelling). However after initial observation of the place we identified a little different issues. We found that it was hard for the visitors to find their way through the place, also there was no way to guarantee that they had seen all the attractions – and that spoiled their experience.


We decided to address all of these problems encapsulating them in a single solution. First part of our idea is to put iBeacons (bluetooth beacons (transmitter devices)) in different places throughout the oceanarium. Second part of the solution is to create a mobile application that incorporates map of the oceanarium and triangulation to determine its position in relation to the iBeacons – inside the oceanarium. That way the visitors would know where they are and where they haven’t been yet. We have also incorporated edutaining element that allows visitors to collect points both by visiting different parts of the oceanarium and answering questions related to North Sea. At the end of their journey they go home with a souvenir from the oceanarium so they could relive the excitement again and again.
We are sure that by implementing that kind of system in the oceanarium, the visitors will leave with positive feelings about the place and also share their positive experience with their friends.

The Presentation



Field Work

Fieldwork consisted of a visit to Nordsøen Oceanarium. Fieldwork was done in collaboration with our partner group in order to share as much materials and get more broad view of the place.

Our preparation for the fieldwork consisted of making a plan, interview questions and distribution of the tasks between team members.

Following the plan – first we walked around the Oceanarium as regular visitors, to observe and absorb, also we collected some promotional materials as maps and flyers regarding the oceanarium. We conducted interviews with staff from different departments, including the head of marketing, guides and a biologist, from the interviews we gathered the different insights of the members of the staff and also their opinion of the main problems of the place, we also liked about the things they like.

Analyzing the Field Work materials

We went through the gathered materials and also shared personal impressions.

Object Theatre

Playing with toys in sand – super cool 🙂 and useful. After discussing the Field Work and our impressions, we decided to model our impressions using Object Theater methodology.

Some of us were sceptical about the idea and the efficiency of the method, but after starting to arrange the figures clear patterns began to appear in the sandbox (see the initial arrangement of the sandbox bellow).

Example of the patterns we noticed:

  • Too much red as a color of the artifacts
  • Many of the figures were in opposing position to each other
  • The presence of technology artifact that wasn’t matching the scene
  • We have a huge person in the center of the sandbox, which is out main focus
  • A lot of sea animals, seals, octopus, fishes, etc in the peripheral of the box

Many of the patterns described above illustrated the potential problem, we had discussed earlier. After doing some work with the artifacts in the box, here is the end result:

Ouroboros – Service design cycles

After that we decided to model the environment of the oceanarium using Service design cycles (SDC). We than started the process by choosing 4 main topics to think we concentrate on:

Then we developed individually every topic, by writing our ideas on Post-its. After that we developed an actor – a family. And designed family’s current touch points with the oceanarium via SDC (before during and after their visit). As we went through these points, we also marked the problem ones. (picture bellow)

That method really helped us in identifying the problems that cause domino effect in worsening the overall user experience and spoils everything afterwards. For example it became clear that using little light, which is currently intended to create positive effect for the customers’ experience, in facts leads them to get lost, not being able to find a certain attractions i.e. give them negative user experience. That fact sounds obvious but before applying the SDC we weren’t able to spot it.

In conclusion: Both of the two methods were useful in order to identify the current problems of the oceanarium.

Last update: 14/09/2014



Concept #1 – Edutainment Game

When people visit the Oceanarium, they spend most of the time figuring out the ways to go. They do sometimes even get lost. Besides the lack of navigation, they also don’t find the place quite entertaining. Most of the places are empty and dark, and they only thing there would be the aquarium with the fishes. Although there are a few places which the kids find fun and the place is also educational, but it is not being used in a proper way.

This idea is aiming against the visitors,who likes to explore the place, but always gets lost and at the same time want the whole visit to be fun and educational. This is done by creating a game that guides the visitor around the place, and at the same time, asks him questions about the fishes or the North Sea Oceanarium. The more correctly answered questions the more point he collects, and in the end, a better prize he wins.

The sketch shows the visitor entering the Oceanarium, buys a ticket and borrow a table, which contains the game. As he receives the tablet, he enters his name, and read the manual. When he enters the first room, he starts searching for the first question spot, and scans the QR Code. The QR code leads to a short information on the tablet, about his current spot, and is followed by a question. As he answers it, he walks towards the next spot. As soon as he is done, he goes back to the counter, and hands over the tablet, where the worker checks the final points and gives him the prize he won.

The video is fully made using greenscreen. This was chosen because was the best and easiest way to give the message about the concept. Its easy, and you don’t have to look for locations, why you just replace the green screen with the background you want.

Concept #2 – Photobooth

When you walk around the Oceanarium, you may see the Movie Maker spot where you can create your own video with the marine animals. However, you may find it a bit difficult: you do not have the capable mobile phone for the application, it seems long to make the video with the program, you have a smart phone but the application takes too much space from your phone’s memory card.

In order to solve this problem, the Photo Booth can help you to avoid these hindering factors.
With extending the programs what the Oceanarium already has, more target group can be reached such as grandparents with their grandchildren, tourists, youngsters and school classes. They do not have to come across the problem with lack of smart phone, time and memory of the mobile tools.

To use the Photo Booth you just have to stand in front of the placed background and the positioned camera will make the photo. You can borrow iPads from the Oceanarium which already has the application installed on, so you can try the video application also. You do not have to take many photos, you can choose screens from the video you would like to have in paper form. You can ask for the photos before you leave at the exit shop. After you reached home, you can put your memories on your wall.

The video was created by stop motion. This technique was chosen because of its flexibility, time-saving nature and past-experience in the group. We did not have entirely useful photos or videos from our visit because of the dark environment inside the building, so using the paper was a more efficient method.

Concept #3 – Enhanced Building Facade

When visiting the North Sea Oceanarium the first and last thing you see there is the building. Unfortunately it does not stick out much from the industrial buildings surrounding it. The Oceanarium buildings do not communicate the fact that this is a really interesting place where you can learn a lot and have a really engaging experience.

This idea aims to make the building interesting and engaging by extending the North Sea Expedition, a storytelling initiative already made by the Oceanarium, to continue beyond what is inside the Oceanarium. It does this by projecting video or animations relevant to the Expedition story. It can be utilized outside opening hours to catch the interest of passersby.

The sketch depicts a mother and her child as they go to the exit and the child is clearly no satisfied – she wants to see more. But mom is tired and wants to go home. They exit, the child begs for more, but the mom wants to find the car. Turning a corner they are surprised by seeing a swimming seal projected on the facade wall. The child is excited. The diver they saw in the stories in the exhibition appears on the facade and plays with the seal. He then greets and says ”Hope to see you soon!”. The mom and child leave, excited by the surprise and both in a much better mood.

The video is made up entirely from stop motion. This technique was chosen because of its flexibility, time-saving nature and past experience in the group. The facade was not something we had good photos or videos of from our visit, so recreating it through paper was a more efficient method.