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User Experience Evaluation Aspects of Lithuanian National Museums Websites

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The focus of this presentation is to explore the differences in task completion time between Lithuanian National museum websites when user is searching for important information to him and after taking measures and analysis of the results to produce conclusions and recommendations on optimization and improving museum websites interfaces. The research was done with all four Lithuanian national museum websites: National Museum of Lithuania, Lithuanian Art Museum, M. K. Čiurlionis National Museum of Art and National Museum – Palace of the Grand Dukes of Lithuania. User's behavior on searching most important for them information in websites was measured with eye tracking equipment and users gaze plots and heat maps were analyzed.

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User Experience Evaluation Aspects of Lithuanian National Museums Websites

  1. 1. User Experience Evaluation Aspects of Lithuanian National Museums Websites ARŪNAS GUDINAVIČIUS, ANDRIUS ŠUMINAS MEDIA RESEARCH LAB, FACULTY OF COMMUNICATION, VILNIUS UNIVERSITY
  2. 2. Project  Project title Research on increasing the attractively and optimizing virtual access of Lithuanian national museums (LitMus-Web)  funded by Research Council of Lithuania  implemented by:  prof. dr. Pieter van Mensch,  dr. Andrius Šuminas,  dr. Arūnas Gudinavičius
  3. 3. Aim and tasks The aim is to determine user experience on interacting with museum websites. Tasks:  Measure and analyze user behavior in websites, determine the browsing speed and ways to the most important spots of interest and most important information for users (on the basis of data of user most visited website parts and expectations).  To find out which National museum website requires most and least time spend to find the information user needs.  To produce recommendations on optimization and improving museum websites interfaces, hereby making museums more attractive to visitors and improving the competitiveness of the museums.
  4. 4. Lithuanian national museum websites  National Museum of Lithuania (NML, www.lnm.lt)  Lithuanian Art Museum (LAM, www.ldm.lt)  M. K. Čiurlionis National Museum of Art (ČNMA, www.ciurlionis.lt)  National Museum – Palace of the Grand Dukes of Lithuania (PGDL, www.valdovurumai.lt).
  5. 5. Data collection Mobile eye tracking laboratory:  eye tracking equipment (Tobii X2-30 Eye Tracker)  eye tracking software (Tobii Studio 3.2)
  6. 6. Measures  time to first fixation  fixation count  mouse click count
  7. 7. Tasks for participants  find working hours  find ticket prices  find information about exhibitions
  8. 8. Findings: results for searching working hours 0.00 20.00 40.00 60.00 80.00 100.00 C2 N3 D3 C3 C1 D1 N1 N2 V D2 Average total search time (working hours), seconds N1 – The Old Arsenal (department of NML), N2 – Kazys Varnelis House-Museum (department of NML), N3 – Jonas Šliūpas Memorial Homestead (department of NML), D1 – Museum of Applied Art (department of LAM), D2 – Pranas Domšaitis Gallery (department of LAM), D3 – Museum of Miniature Arts (department of LAM), C1 – M. Žilinskas Art Gallery (department of ČNMA), C2 – Ceramics Museum (department of ČNMA), C3 – V. K. Jonynas Gallery (department of ČNMA), V – Palace of the Grand Dukes of Lithuania
  9. 9. Gaze plot of user’s way to find working hours information
  10. 10. Findings: results for searching information about the exhibitions N1 – The Old Arsenal (department of NML), N2 – Kazys Varnelis House-Museum (department of NML), N3 – Jonas Šliūpas Memorial Homestead (department of NML), D1 – Museum of Applied Art (department of LAM), D2 – Pranas Domšaitis Gallery (department of LAM), D3 – Museum of Miniature Arts (department of LAM), C1 – M. Žilinskas Art Gallery (department of ČNMA), C2 – Ceramics Museum (department of ČNMA), C3 – V. K. Jonynas Gallery (department of ČNMA), V – Palace of the Grand Dukes of Lithuania 0.00 10.00 20.00 30.00 40.00 50.00 60.00 N1 N2 C2 N3 D2 C1 V C3 D3 D1 Average total search time (information about the exhibitions), seconds
  11. 11. Gaze plot of user’s way to find exhibitions
  12. 12. Average overall museum results 0.00 10.00 20.00 30.00 40.00 50.00 60.00 NML (N1, N2, N3) ČNMA (C1, C2, C3) LAM (D1, D2, D3) PGDL (V) Average total search time for all tasks and all departments, seconds NML – National Museum of Lithuania LAM – Lithuanian Art Museum ČNMA – M. K. Čiurlionis National Museum of Art PGDL – National Museum – Palace of the Grand Dukes of Lithuania
  13. 13. Conclusions  The best results on searching working hours showed PGDL and LAM. Worst results showed ČNMA. Clear design matters: user could find information much faster.  On seeking ticket prices the best results showed LAM. Worst results – NML. Third level for placing information = double search time.  Overall best results on searching ticket prices, working hours and information about exhibitions was on PGDL website. Best: PGDL and LAM. Worst: ČNMA and NML.
  14. 14. User Experience Evaluation Aspects of Lithuanian National Museums Websites ARŪNAS GUDINAVIČIUS, ANDRIUS ŠUMINAS MEDIA RESEARCH LAB, FACULTY OF COMMUNICATION, VILNIUS UNIVERSITY

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