User eXperienceResearchExploring UX in Musei Capitolini
Just a brief sketch to frame ourwork● Why to research Users?● How do we explore UX?● How do we analyse the data?● How to proceed to design?
UX Research: Why?Early focus on Users and Tasks“ First, designers must understand who the user will be.This understanding is arrived at in part by directlystudying their cognitive, behavioral, anthropometric andattitudinal characteristics, and in part by studying thenature of the work expected to be accomplished ”[Gould and Lewis, 1985]
Why research UsersUsers are observed in their own environment, in orderto understand the context of their daily practices.We have to pay attention to struggles, difficulties,needs and expectations.
Why research UsersWe observe because● Users are not able to make a clear distinctionbetween their needs and their desires● Users are not able to explain something they knownothing about● Users will try to conceal their problems if askeddirectly● We are somehow biased into finding problems andthe last thing we want to do is to suggest problems
How do we research UX: ActivitiesWe used different strategies toexplore and define the UX in theMuseum Capitolini:1. Fieldwork○ on Ourselves2. Shadowing (observation)○ on Tourists3. Interviews○ with Tourists○ with Museum stakeholders○ with Museum staff
How do we research UX: Fieldwork1. We visited the Museum impersonatingtourists with different behaviours.2. We used all the technological supports themuseum provides: Map, Audioguide, NFC.3. We tested different information paths.4. We took field notes and discussed them.
How do we research UX: FieldworkWe observed OurselvesSince were "acting" as touristsWe observed each other...even though ...We are not the average tourist, because weare savvy about our objectives and we hadtargets to reach and tasks to accomplish.
How do we research UX: ShadowingWe observed touristsUsing the SHADOWING technique whichallows us to understand how tourists behaveinside and outside the museum by observingthem "over the shoulders".We focused our observation on time, hot-spots, orientation, favorite exhibits andpaths...Shadow Stalking is a tough job...think it like a Safari...
How do we research UX: InterviewingThe museum management and staffWe looked at the management leading goals:● to spread art by making tourists the realowners of the oeuvres and by providingquality services for the visitors.We compared our own experience with:● the ones of unsatisfied tourists reportedeither by the Museum staff, by directcomplaints or by the Customer service.
Tourists on site1. We interviewed tourists of different genreand types from all over the world.2. We get to know them a little by asking howthey got there and their motivations.3. We asked what did they expect to findbefore they enter the museum.4. We asked how was their experience of themuseum once their visit was over.How do we research UX: Interviewing
We asked ourselves 2 (simple) questions● Who is our User?● What do We know about him?...and We found out that these questions are not simple at all...
How do we analyze dataWe gathered meaningful excerpts from our interviewsand start seeing patterns and behaviours, along withunexpected user needs."We just love to walk around and see local people"(couple, 20 y.o., RU)"We are interested in Ancient Rome history" (couple, 30 y.o., RU)"I just wander around the museum"(visitor, 30 y.o., USA)"It seems that the museums of Rome have not a clear historical path" (couple, 30 y.o., ESP)"I only know theres the Shewolf inside the museum" (couple, 30 y.o., RU)"We read information stands to know the name of the exhibit" (3 girls, 20 y.o., GER)"They would like to have more information about orientation inside" (2 friends, 20 y.o., USA)"We dont understand how to use this map to visit the museum" (3 girls, 20 y.o., USA)"The visit path was ok, but i would like to have had some more light that would improve the fruition of thepaintings" (visitor, 83 y.o., ITA)Time to frame these data into avaluable tool to assist our analysis!
How do we analyze data: the UEMThe User Ethnographic Map (UEM) is aspecific tool for analysing extremelyheterogeneous data that works as a bridgebetween the ethnographic research andthe design phase.How? It highlights specific categoriesrelated to how the user acts in his naturalcontext which are crucial for the designthinking.The main difference between the classic designers"Empathy Map" and the "User Ethnographic Map" isthe strong focus on research data.
How do we analyze data: the UEMWhat are the categories that are meaningful for design?● SAY: What does the user says?● DO: What does the user do?● MEAN: What meaning he attributes to his surrounding?● FEEL: How does he feel?● SEE: What does he see around that has an impact on his actions?● HEAR: What does he hear from people that may orient beliefs?● NEED/WANT: What does he need to improve his experience?● STRUGGLE: What kind of problems he encounters?
How do we analyze data: the UEMAll the excerpts are thenplaced inside one of theaforementioned categories,giving us a visual spectrum ofall the thinking of our data-driven User.Everything comes to sense when real dataare framed into context and becomerepresentative and relevant for analysis.
How to proceed nextNext Steps are:1. Inventory and Categorizationof info bits which are a distilledchunk of information about ourUsers.We are moving up from a detailed type ofinformation to a lousy boxed one, because weneed to reduce them in a more manageableform.
How to proceed nextNext Steps are:2. Creation of Mental Models which are arepresentation of the mental space where theactivities of our tourists took place.
Who are We● We are the "UXL" Team● Hoang C. Huynh● Chiara Muccitelli● Elena Nemilova● Francesca Romano● Chiara Tortolini● Barbara Mellini (tutor)