NODEM 2014 Proceedings

Service Design for a Unique Experience
at Ajanta Caves, India
Anshumali Baruah, Pramod Khambete
Indian Institute of Technology, Bombay, India
Abstract: The project defines a service for an enhanced user experience at Ajanta Caves, a world heritage monument at Aurangabad,
India. A brush with history can be a memory for a lifetime, whether by creating awareness about the rich art-form of
vegetative paintings or enhancing the experience of this marvel of Buddhist architecture. By planning a service that caters to the
varying needs of different kinds of visitors, I designed an experience that effectively spreads knowledge about Ajanta. A quantitative
study of the factors influencing visitors’ experience at these caves based on intent of visit, knowledge acquired at the site and
cultural construct that the site offers was carried out both on- and off-site. I conducted (1) Contextual Enquiry [7 visitor groups],
(2) Retrospective interviews [5 visitors]; and employed (1) Shadowing and (2) Critical Incident Techniques. Secondary data from
4 case studies and publications was also referred to. These studies helped me identify the physical factors viz., availability of basic
amenities, travel and stay and intangible factors viz., the best time of the year to visit, which affect a visitor’s overall experience in
the form of a journey map to arrive at possible design directions. The project aimed at bringing character into the existing experience
of the visit by setting correct visitor expectations. In keeping with the factor of people travelling together as families, friends
or individuals, the design allows for the freedom of choice of the kind of touch-point, at times integrating multiple touch-points
in the service. The design facilitates easy navigation within the historic site, allows the user to create a plan of visit beforehand as
well as on site, provides necessary information on amenities, etc. Regardless of whichever touch-point the user employs, there are
other standby touch-points, facilitating ease of experience and continuity of flow during the visit.
Keywords: experience of a heritage monument, service design for experience, digital media in enhancing experience
Introduction
The historic Ajanta Caves in the Aurangabad district of Maharashtra, India date from the 2 nd century BC to
about 480 or 650 BC. These are about 30 rock-cut Buddhist caves, which house paintings and sculptures, with
figures of the Buddha and depictions of the Jataka tales. The Ajanta caves are carved into the side of a cliff
that is on the south side of a U-shaped gorge on the small river Waghora. The caves have been numbered 1 to
28 according to their place along the current pedestrian path, beginning at the entrance. The caves form the
largest group of early Indian wall-paintings. The paintings were done on a base of mud-plaster in the tempera
technique by using glue as a binding medium. The pigments used for paintings were yellow and red ochre,
lime, kaolin, gypsum, terra verte, lampblack and lapis lazuli. (UNESCO Archives)
The earlier conservation efforts were: providing pathways in front of the caves; lighting arrangement through
optic fibre lighting inside major caves; for the easy management of the visitor flow construction of two pedestrian
footbridges and provision of drinking water in the cave complex for the benefit of the visitors (UNESCO
Archives). Among these two foot- bridges, one of them is non-functional at present. During monsoons, along
with rain water, tiny rock particles used to fall onto the pedestrian pathway running in front of the caves. Ajanta
Visitors Centre is a Ministry of Tourism Project (under construction) aimed at tourist who come for less time or
are disabled in any way to climb up to the caves and visit every cave. It houses Info-graphic Panels, Maps, Narrative
Movies, Interactive Screens, Sculptures and Cave Replicas.
NODEM 2014 Conference & Expo
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