ChooChoo Gallery Activity

Take a few minutes to read the following scenario, keeping in mind that this activity will focus on
identifying stakeholders. And remember to keep a Product Owner’s perspective.

Your organization (Imagination Doctors) has been awarded a contract to implement some new
technology for a large privately owned train gallery (ChooChoo Gallery). The ChooChoo Gallery is located
in New York state and specializes in train collector items, such as engine parts, train cars, cabooses, and
other notable train accessories and items from the early 1900’s.

Much of the ChooChoo Gallery is free to the general public, but they have a few interactive exhibits that
require you pay a fee. As these interactive attractions are the most popular, the Gallery management
would like to have more created. The challenge is, because the antique trains are so fragile and their
parts are so expensive, it simply isn’t feasible to allow for customer interaction.

As a solution to this problem, the ChooChoo Gallery is looking to implement augmented reality.
Augmented reality will allow the guest to experience the exhibit like never before. Trains and scenes will
come to life in front of them.

To help with this implementation, they have hired your organization, the Imagination Doctors. Your
company already has a cutting-edge augmented reality product (AugU) that has already been
implemented and used by over two dozen museums and art galleries worldwide.

AugU is a software application that is built and implemented by Imagination Doctors. The base software
comes with a lot of the amazing features, but for an additional fee, the Imagination Doctors will build
custom features into the product for their clients.

An additional part of the setup and implementation is the actual creation of the augmented reality
visuals, which is handled by the animation team within Imagination Doctors.

The scope of work includes:

· Software analysis – to discover if Imagination Doctors pre-built augment reality software could be
configured to work in this scenario or if it’ll need customizations
· Component analysis – determine which devices meet the requirements and will best run the
augmented reality experience
· Identify exhibits – define which exhibits would benefit from augmented reality experience
· Customer process – define the customer experience and how they will interact with the exhibits
· Augmented Reality visuals – define and build the augmented reality elements for each defined exhibit

Now think through and answer the following questions:

1. Who would you consider is the customer?
2. Who are the users?
3. What other stakeholders can you identify?

Once complete, feel free to compare your results to the included answer key.
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ChooChoo Gallery Activity
Answer Key

1. Who in this scenario is the customer?

• You might have said the ChooChoo Gallery is the customer since you work for the Imagination
Doctors and the ChooChoo Gallery hired you – hence they are your customer. And you aren’t
wrong that they are the Imagination Doctor’s customer, but if we are taking a Product Owner’s
perspective, our focus should be on the customer of the product.

• The customer we really wanted to identify is the product customer, the one who is the intended
recipient of the value being provided. And in this case that would be ChooChoo Gallery visitors.
They are where the focus should be.

2. Who are the users?

• ChooChoo Gallery visitors – using the product for value

• ChooChoo Gallery staff – administering and supporting the product

3. What stakeholder groups can you identify?

• ChooChoo Gallery visitors

• ChooChoo Gallery staff
• ChooChoo Gallery management
• Imagination Doctors consultants/staff
• AugU administrators/support
• AugU development team (as applicable for custom work)
• EXTRA CREDIT: New York State Museum (regulatory body for museums in New York state)