User Experience

©Davison

Visitor Experience
©Instigation of Thought

A Holistic Approach for Understanding
and Improving...
Hi from Centralis!

@kathikaiser
@Centralis_UX
A Museum App Scenario

©Ted Nguyen

©NY Daily News

©Portland Art Museum
A Common Experience…
2013 Annual Museums & Mobile Annual Survey
551 respondents from museums worldwide
66% currently offer...
What are common tools for feedback in museums?

Focus Groups

Visitor
Observation

Informal
Feedback

Surveys

Analytics
Iterative Design

Focus Groups

Observation

Informal Feedback

Surveys

Analytics

From Dana Mitroff Silvers, Design Thin...
Research Strategy

You need to know what you are trying to achieve
before you can determine how to measure it.

1.

What’s...
What’s the scope?

User Experience
©Davison

Visitor Experience
©Instigation of Thought
“The Experience”

What the
visitor brings
“The Experience”

What the
visitor brings

What the
museum brings
You need to know what you are trying to achieve
before you can determine how to measure it.

1.

What’s the scope of
the e...
What the Visitor Brings
Explorer

Facilitator
• Curiosity driven

• Socially motivated

• Expects to find something
to gra...
You need to know what you are trying to achieve
before you can determine how to measure it.

1.

What’s the scope of
the e...
What the Museum Brings
Top three objectives for introducing a mobile experience:
To make accessible additional interpretiv...
What the Museum Brings

Goal: Multisensory, multimodal learning…
©Street Museum NL
What the Museum Brings

Goal: Opportunities to explore and
construct models of real-world systems…
©Cleveland Museum of Ar...
What the Museum Brings

Goal: Active, playful, social opportunities…
©Cleveland Museum of Art
What the Museum Brings

Goal: Tools to help
visitors personally
customize their
visit…
So we have a sense of scope, audience, and goals
...But what to evaluate?

...And what kind of research process?!?
“The Experience”

What the
visitor brings

The Interaction

What the
museum brings
“The Experience”

What the
visitor brings

What the
museum brings

Task at
Hand
Physical
Manipulation

The Interaction

En...
Research Questions about The Interaction

Task at Hand

Environmental
Factors

Physical Manipulation
Cognitive Processing
...
Research Questions about The Interaction

Task at Hand

Environmental
Factors

Physical Manipulation

Cognitive Processing...
Research Questions about The Interaction

Task at Hand

Environmental
Factors

Physical Manipulation
Cognitive Processing
...
Environmental Factors
Research Questions about The Interaction

Task at Hand

Environmental
Factors

Physical Manipulation
Cognitive Processing
...
Iterative Design

Focus Groups

Observation

Informal Feedback

Surveys

Iterative Usability Testing

Analytics

From Dana...
So how is iterative usability testing done?

© James R. Brantley
Use small samples to diagnose issues, not measure them.

Nielsen, Jakob, and Landauer, Thomas K.: "A mathematical model of...
Test early and often with low-fidelity prototypes.

Logo

How to Use this App >
Tours by Collection >
Tours by Theme >
Tou...
Create tasks that test your hypotheses.

• Do users know what a “collection” is?
— What’s the best way to see the
museum’s...
Observe, but also facilitate the sessions.
Watch those assumptions!
What do you see?
…if you’re two years old?
Capture video.

Spy gadgets!
Consider the end-to-end experience.
“The Experience”

What the
visitor brings

What the
museum brings

Task at
Hand
Physical
Manipulation

The Interaction

En...
Key Takeaways
• Museums are becoming interactive – this
phenomenon is here to stay

• Current research methods only tell p...
©Davison

User Experience

Visitor Experience

©Instigation of Thought

Thanks!
Kathi Kaiser
kathi@centralis.com

Tanya Tr...
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User Experience & Visitor Experience: How to Improve Museum Apps

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As part of a larger museum experience, mobile app content can help “visitors” think in new ways and engage with different perspectives. However, mobile apps should also meet “user” needs for easy and intuitive interaction. In this session from edUi 2013, Centralis' Tanya Treptow and Kathi Kaiser explored key ways for evaluating whether a museum app is meeting the needs of both users and visitors during a day at the museum.

Published in: Design, Education, Technology

User Experience & Visitor Experience: How to Improve Museum Apps

  1. 1. User Experience ©Davison Visitor Experience ©Instigation of Thought A Holistic Approach for Understanding and Improving Mobile Apps in Museums Kathi Kaiser kathi@centralis.com Tanya Treptow ttreptow@centralis.com
  2. 2. Hi from Centralis! @kathikaiser @Centralis_UX
  3. 3. A Museum App Scenario ©Ted Nguyen ©NY Daily News ©Portland Art Museum
  4. 4. A Common Experience… 2013 Annual Museums & Mobile Annual Survey 551 respondents from museums worldwide 66% currently offering mobile or planning to in next 12 months Top three objectives for introducing a mobile experience: To make accessible additional interpretive content As part of institution’s experimentation in engaging visitors To provide a more interactive experience Employ incremental approaches!
  5. 5. What are common tools for feedback in museums? Focus Groups Visitor Observation Informal Feedback Surveys Analytics
  6. 6. Iterative Design Focus Groups Observation Informal Feedback Surveys Analytics From Dana Mitroff Silvers, Design Thinking for Museums, designthinkingformuseums.net Surveys
  7. 7. Research Strategy You need to know what you are trying to achieve before you can determine how to measure it. 1. What’s the scope of the experience? 2. Who’s the audience? 3. What are the goals for success?
  8. 8. What’s the scope? User Experience ©Davison Visitor Experience ©Instigation of Thought
  9. 9. “The Experience” What the visitor brings
  10. 10. “The Experience” What the visitor brings What the museum brings
  11. 11. You need to know what you are trying to achieve before you can determine how to measure it. 1. What’s the scope of the experience? 2. Who’s the audience? 3. What are the goals for success?
  12. 12. What the Visitor Brings Explorer Facilitator • Curiosity driven • Socially motivated • Expects to find something to grab attention and fuel learning • Focused on enabling the experience and learning of others in their group Experience Seeker Professional/Hobbyist • Perceive museum as an important destination • Feels a close tie between museum and their passions • Satisfaction from having ‘been there and done that’ • Typically motivated by specific museum content Recharger Pilgrim • Seeking a contemplative, restorative experience • Sense of duty, heritage, and obligation • Sees museum as refuge from work-a-day world • Visits to honor the memory of group or memorial Adapted from: Falk and Dierking, The Museum Experience Revisited, published 2013
  13. 13. You need to know what you are trying to achieve before you can determine how to measure it. 1. What’s the scope of the experience? 2. Who’s the audience? 3. What are the goals for success?
  14. 14. What the Museum Brings Top three objectives for introducing a mobile experience: To make accessible additional interpretive content As part of institution’s experimentation in engaging visitors To provide a more interactive experience Research has shown that technology that attempts to be ‘all things to all visitors’ is likely to fail because the visitors are overwhelmed by choice, much of which is of little interest to them. Ben Gammon and Alexandra Burch, ‘Chapter 3: Designing Mobile Digital Experiences’, Digital Technologies and the Museum Experience
  15. 15. What the Museum Brings Goal: Multisensory, multimodal learning… ©Street Museum NL
  16. 16. What the Museum Brings Goal: Opportunities to explore and construct models of real-world systems… ©Cleveland Museum of Art
  17. 17. What the Museum Brings Goal: Active, playful, social opportunities… ©Cleveland Museum of Art
  18. 18. What the Museum Brings Goal: Tools to help visitors personally customize their visit…
  19. 19. So we have a sense of scope, audience, and goals ...But what to evaluate? ...And what kind of research process?!?
  20. 20. “The Experience” What the visitor brings The Interaction What the museum brings
  21. 21. “The Experience” What the visitor brings What the museum brings Task at Hand Physical Manipulation The Interaction Environmental Factors Cognitive Processing
  22. 22. Research Questions about The Interaction Task at Hand Environmental Factors Physical Manipulation Cognitive Processing • Can users comfortably hold the device while moving through the gallery? • Can they swipe/tap/scroll to find what they need?
  23. 23. Research Questions about The Interaction Task at Hand Environmental Factors Physical Manipulation Cognitive Processing • Do users see and understand screen elements? • Is the language clear, familiar and unambiguous?
  24. 24. Research Questions about The Interaction Task at Hand Environmental Factors Physical Manipulation Cognitive Processing • Can users related the screen display to the gallery itself? • What role do sound & lighting play? • How does social interaction impact the app’s use, and vice versa?
  25. 25. Environmental Factors
  26. 26. Research Questions about The Interaction Task at Hand Environmental Factors Physical Manipulation Cognitive Processing • Can users accomplish important tasks easily?
  27. 27. Iterative Design Focus Groups Observation Informal Feedback Surveys Iterative Usability Testing Analytics From Dana Mitroff Silvers, Design Thinking for Museums, designthinkingformuseums.net Informal Feedback
  28. 28. So how is iterative usability testing done? © James R. Brantley
  29. 29. Use small samples to diagnose issues, not measure them. Nielsen, Jakob, and Landauer, Thomas K.: "A mathematical model of the finding of usability problems,"Proceedings of ACM INTERCHI'93 Conference (Amsterdam, The Netherlands, 24-29 April 1993), pp. 206-213.
  30. 30. Test early and often with low-fidelity prototypes. Logo How to Use this App > Tours by Collection > Tours by Theme > Tours by Time or Occasion > Current Exhibitions > Featured Search Map Facilities
  31. 31. Create tasks that test your hypotheses. • Do users know what a “collection” is? — What’s the best way to see the museum’s pieces from the Renaissance? Logo • Can they find a specific object? — How would you find the famous Seurat painting? • Is the term “Facilities” clear? — Where could you have lunch? How to Use this App > Tours by Collection > Tours by Theme > Tours by Time or Occasion > Current Exhibitions > Featured Search Map Facilities
  32. 32. Observe, but also facilitate the sessions.
  33. 33. Watch those assumptions! What do you see? …if you’re two years old?
  34. 34. Capture video. Spy gadgets!
  35. 35. Consider the end-to-end experience.
  36. 36. “The Experience” What the visitor brings What the museum brings Task at Hand Physical Manipulation The Interaction Environmental Factors Cognitive Processing
  37. 37. Key Takeaways • Museums are becoming interactive – this phenomenon is here to stay • Current research methods only tell part of the story • Usability testing can bridge the gap by evaluating the in-the-moment experience • Improving the user experience of museum apps will provide a better overall visitor experience
  38. 38. ©Davison User Experience Visitor Experience ©Instigation of Thought Thanks! Kathi Kaiser kathi@centralis.com Tanya Treptow ttreptow@centralis.com

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