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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
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 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!
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 Thinking for Museums, designthinkingformuseums.net

Surveys
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?
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 experience?

2.

Who’s the
audience?

3.

What are the goals
for success?
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
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?
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
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 Art
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

Environmental
Factors

Cognitive
Processing
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?
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?
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?
Environmental Factors
Research Questions about The Interaction

Task at Hand

Environmental
Factors

Physical Manipulation
Cognitive Processing

• Can users accomplish important tasks easily?
Iterative Design

Focus Groups

Observation

Informal Feedback

Surveys

Iterative Usability Testing

Analytics

From Dana Mitroff Silvers, Design Thinking for Museums, designthinkingformuseums.net

Informal Feedback
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 the finding of usability problems,"Proceedings of ACM
INTERCHI'93 Conference (Amsterdam, The Netherlands, 24-29 April 1993), pp. 206-213.
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
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
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

Environmental
Factors

Cognitive
Processing
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
©Davison

User Experience

Visitor Experience

©Instigation of Thought

Thanks!
Kathi Kaiser
kathi@centralis.com

Tanya Treptow
ttreptow@centralis.com

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User Experience & Visitor Experience: How to Improve Museum Apps

  • 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
  • 3. A Museum App Scenario ©Ted Nguyen ©NY Daily News ©Portland Art Museum
  • 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. What are common tools for feedback in museums? Focus Groups Visitor Observation Informal Feedback Surveys Analytics
  • 6. Iterative Design Focus Groups Observation Informal Feedback Surveys Analytics From Dana Mitroff Silvers, Design Thinking for Museums, designthinkingformuseums.net Surveys
  • 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. What’s the scope? User Experience ©Davison Visitor Experience ©Instigation of Thought
  • 10. “The Experience” What the visitor brings What the museum brings
  • 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. 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. 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. 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. What the Museum Brings Goal: Multisensory, multimodal learning… ©Street Museum NL
  • 16. What the Museum Brings Goal: Opportunities to explore and construct models of real-world systems… ©Cleveland Museum of Art
  • 17. What the Museum Brings Goal: Active, playful, social opportunities… ©Cleveland Museum of Art
  • 18. What the Museum Brings Goal: Tools to help visitors personally customize their visit…
  • 19. So we have a sense of scope, audience, and goals ...But what to evaluate? ...And what kind of research process?!?
  • 20. “The Experience” What the visitor brings The Interaction What the museum brings
  • 21. “The Experience” What the visitor brings What the museum brings Task at Hand Physical Manipulation The Interaction Environmental Factors Cognitive Processing
  • 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. 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. 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?
  • 26. Research Questions about The Interaction Task at Hand Environmental Factors Physical Manipulation Cognitive Processing • Can users accomplish important tasks easily?
  • 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. So how is iterative usability testing done? © James R. Brantley
  • 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. 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. 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. Observe, but also facilitate the sessions.
  • 33. Watch those assumptions! What do you see? …if you’re two years old?
  • 35. Consider the end-to-end experience.
  • 36. “The Experience” What the visitor brings What the museum brings Task at Hand Physical Manipulation The Interaction Environmental Factors Cognitive Processing
  • 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. ©Davison User Experience Visitor Experience ©Instigation of Thought Thanks! Kathi Kaiser kathi@centralis.com Tanya Treptow ttreptow@centralis.com