Brooklyn Museum | Ethnographic UX Research
Understanding visitors’ behaviors, patterns, interests, and struggles to enhance user experience through interactive materials.
About
Wealth management involves the specialized knowledge of managing generational wealth and ensuring compliance with trust funds, which includes handling disbursements and formulating financial strategies.
The main objective of this project was to develop an interactive dashboard that enables Fiduciary officers to effectively organize data related to clients, beneficiaries, and various requests.
The Problem
Which interactive materials (brochures, labels, maps, and signalizations) are currently functional when visiting the Brooklyn Museum? What can be improved in the current visiting experience? Opportunities for innovation.
The Outcome
Research package with quantitative and qualitative data about visitors’ experience opinions.
Responsibilities
Lead Researcher and Designer
Pratt Institute and Brooklyn Museum
Jan - May 2024
Research Methodology
In-Field Observations
Assess the visitors’ experience impromptu at the museum
On-site -> 3 participants
In-depth Interviews
Understand the visitors' experience in more detail
On-site -> 2 participants
Diary Studies
Understand visitors' motivations and pain points (pre- and post-visit)
Remote -> 2 participants
Participatory Research
Innovate & propose new ideas
Remote -> 6 participants
Synthesizing research
Affinity Mapping
After collecting information from +14 participants, I proceeded to synthesize the information collected through this series of methodologies, which with the assistance of AI Miro was able to filter and generate a user persona, user journey, and 3 different themes.
Pre-visit
Online tickets are only for members
Anxiety towards the level of crowding on Friday afternoon
Andrea’s User Journey | Perceived Challenges
At the visit
The only option to purchase a special exhibit ticket for non-members is to stand in line
During visit
Need guidance on visiting a curating space
Signalization of Egyptian artwork
““Overall, I feel the museum can be a little overwhelming at times.
As a casual observer, I would love a little more guidance on what to look at and why it’s important. Specially when pressed for time and theres so much to see. I’d like to know what is most important and why.””
After visit
Guidance between special and general exhibits
Interactivity between the app and the audio
Navigation of stairs and elevators
Enhancing planning visits
Make it quick and easy for visitors to plan their visits
Visitors want to avoid crowds
There is a certain anxiety before going to the museum
Preference for allocating time to certain exhibitions rather than briefly observing everything at the museum
Understanding the museum' map beforehand
Opportunity
How might we make it quick and easy for visitors to plan their visits?
“Preparation allows me to familiarize myself with the museum’s structure, plan my visit more effectively, and ensure me don’t miss any important exhibits or sections.”
Curation of museum's space
Make the museum visit more intuitive, including interactions with the museum's materials
Visitors would like to see more information in brochures
Headphones across all the museum is desired
Presence of Menu, TVs across all floors at the entrance
More guidance across the museum's layout and differentiation between general and special exhibitions
Opportunity
How might we make visits easy and intuitive?
“I found navigating the museum challenging due to its layout, which features two main entrances for the permanent exhibition that are not clearly marked, leading to confusion.”
Labeling of artwork
Make visitors confident they understand all artwork labels and intros
The arrangement of the artwork makes it difficult to match labels with exhibits
The descriptions are small and difficult to read
The layout of exhibit descriptions without clear labels, where all the descriptions are jumbled together without a clear indication of which description belongs to which exhibit, can cause confusion
Opportunity
How might we make visitors confident they understand all artwork labels?
“Some of the artwork had a brief description of it’s significance,I would definitely like to see more of that, maybe in a simpler way. I feel pressure to read quickly and keep moving if someone else is trying to get close enough to see what i’m reading. I find my self taking pictures of things to read later.”
Design opportunities
Enhancing planning visits
Curation of museum’s space
Labeling of artwork
Create a personalized and curated visit through the website or app with AI support. Users would provide date, hours, and interests.
Allow to download the museum's map beforehand on the mobile version
Maps available to download as PDF from the museum's website.
Signalization of services: On physical maps, differentiate routes between general and special exhibitions. Services like bathrooms and elevators can be signaled on the floor with arrows to guide visitors.
More TVs: Have displays available at all floors and exhibition entrances.
A legend color positioned adjacent to labels on museum artwork to provide a visual key or code, denoting specific themes, historical periods, or artistic styles associated with each piece.
Conclusion & next steps
What's currently working?
Visitors are excited about First Saturdays, and having the schedule beforehand is beneficial to plan their visit
Appreciated signs across general exhibitions
Visitors are drawn to the museum by its unique exhibitions and vibe
The giants exhibit is really exciting and immersive for visitors
Next Steps
Competitor Analysis when it comes to AI + App Planning Visits
Will provide research package (Raw data, photos, sense-making board, and research activity boards).