In-Context Ethnography
American Museum of Natural History
Overview
Museums are always a good source of information and entertainment. Most of the time, people look for more than just admiring a painting or ancient artifact. They look for an organized venue with friendly staff, a chill environment, and various exhibits to go through. Every little step that leads to a museum visit like booking tickets, and finding entrances and galleries all adds up to the museum experience. To understand these touchpoints during a museum and how a user experiences them, where are they facing issues and what can be improved. It is vital to understand the user’s journey by observing people in different states of their visit and developing journey maps. This helps in pointing out pain points and museums can focus on improving them.
The American Museum of Natural History is one of the world’s preeminent scientific and cultural institutions. With the help of in-context design ethnography study, my teammate Sara Shanoosh and I aim to understand and analyze the museum experience from start to finish, observing people, teammates, and their interaction with the surroundings. And based on this a journey map is created that helps us find pain points.
First photo once we got the tickets
Pre-visit phase
Before visiting the museum, my teammate and I visited their website to check what types of exhibits they have on display and if there are any special exhibits taking place right now. It was clearly stated that they recommend making advance ticket bookings before going. Though the online ticketing process was a bit confusing as in some places it didn't give us the exact price we would be required to pay at the museum.
“It says here (on the website) pay as you wish for new york residents”
“I like how this station is filled with these cute animals all around, I know I am at the museum”
-Sara
Buying tickets at the ticketing counter
After booking our tickets we received a confirmation email and instructions with it. But it wasn't specifically mentioned anywhere clearly that if we want to visit the special exhibits we will have to pay a fixed price and wouldn’t get any discount as we are New York residents. We figured out the subway route and got down at the 81st Street station, the station is filled up with animal murals which immediately tells us we got down at the correct stop even before reading the signage. Once getting out of the subway, the museum entry is directly visible, they do have signage and a staff member standing near the entrance. We walked inside, cleared the security, and that's where they ask us if we have a reservation or not depending on that they inform us which aisle to go to. This reduced chaos at the entrance and people knew which aisle they are supposed to go to.
Signages at the museum entry
Museum map and brochure
Subway station near the museum
Key Insights
Get the Idea
Check the museum website. Most of the information required before visiting the museum are present on the website.
Plan the day
After checking the website, pre-book the tickets for a specific time slot. Once the tickets are booked we receive a confirmation email. Then, we can figure out the route to the museum.
Get Inside
Get inside the museum, pass through the security then to the ticket counter to get your tickets. Once you get your tickets, get them scanned and enter the exhibit area.
Pain points observed
The confusing ticket booking process
The process of booking the ticket online is a bit confusing as the price is not clear for different categories of admissions.
No Coat room
It is difficult to walk around such a big museum while wearing a coat or keep in your hand. Additionally, when the heating is on inside, it is not feasible to wear it and walk.
Customer Journey
Pre-Visit Phase
During Visit Phase
Post-Visit Phase
👩🏼💻 🔎🦕
Digital Media
Started by visiting the website to know about the exhibits, timings, and tickets.
🦁🦬🦖🐘
Places to go
Visit different galleries
🛍 🧢 🎁
Retail
Check the museum store to buy goodies
📧 🌐
Marketing
Booking tickets, receiving confirmation, and promotional email
🚊 📍
Transit
Find the subway route to the museum and station
👥 👮🏻♀️ 🏛
Entry & Arrival
Find museum entrance, clear security and go to ticketing counter
🎟 👥 👩🏽💼
Ticket Counter
Started by visiting the website to know about the exhibits, timings, and tickets.
🎟
Scan ticket
Get the ticket scanned and enter the exhibit area
🗺 📍
Orientation
Use a physical map to find galleries
👥 👮🏽 👮🏻♂️
People
Ask staff or security for direction
👨👨👦👦 👨👨👧👦 👨👨👧 👭🧍🏼♂️👨👧👧
People
Fellow visitors
💻👈🏽
Interactive Media
Some exhibits are interactive and allow users to explore
🔚
Exit
Trouble finding an exit from the galleries
🗺 📲
Interactive Map
Found the information about the interactive map at the end
🗣 👭
Rest
Exit the gallery space and sit underneath the dinosaur skeleton to discuss the visit
inside museum, galleries
During visit phase
As we started walking through the first exhibit, I noticed that the person being observed (my teammate) initially would stop and read the description at every exhibit and then stop doing that. She mentioned it was too much text and the contrast was too low to read it properly.
“It is too much to read plus the text is so light. I wish there was something more interactive”
-Sara
Sara reading information from the board
My teammate had to always realign herself with the help of the physical map, it was something we both has to constantly refer to as we kept on getting lost as the signages weren't clear at all places. My teammate at one point mention that it would have been great if there was a digital map that could give us directions are we moved. They did have quite a few interactive exhibits some were audio-visual, and some had interactive screens. These ones gathered the most attention of my team-mate as well as the kids around. I observed people including my teammate had to frequently ask the staff to help us guide. It was really hard to find the exit as some places had the exit sign but didn't really take us to it. At some places, they had stickers on the floor that would give directions for restrooms and food/pantry but due to the dim lighting, it was not always easy to spot them. It was only when we finished seeing the galleries we found a poster that showed us that the museum has an app that people can download, it has a live location map and information about every exhibit.
Direction stickers on the floor
“Oh my god! This is what I was talking about. Why is it here, why didn't they put this at the ticketing counter?”
-Sara
Sara interactive with the exhibit
A poster about the digital map shown at the end
Key Insights
Do the Museum
Once entered the exhibit area, explore different types of exhibits spread across five floors and get more information about them through the description.
Play with the interactive exhibit to understand better. As well as interactive with fellow visitors.
Use the physical map to find places and ask the security as well.
Check out their gift shop.
Billboard about the interactive map near the exit.
Pain points observed
Poor way finding
The museum has poor way finding, it becomes difficult for visitors to navigate through the exhibitions and find what they are looking for.
Inadequate information and signage
In many places, the museum doesn't have signage that is easily accessible leaving the users confused and lost sometimes.
Lack of interaction
Visitors sometimes do feel disengaged from the exhibitions as there are not many interactive experiences.
Post visit phase
After finally exiting the exhibits, my teammate and I wanted to sit and discuss our thoughts and ask questions to each other, but we couldn't find a proper sitting. It was only when we saw a couple sitting underneath the dinosaur skeleton, we realized they have made seating there but there is no proper indication.
Looking for exit: asked the security because we got lost
Seating near the ticket counters
Key Insights
What's next
Find the exit to leave the museum.
Lookout for seating to rest and discuss the experience.
Back in real life
Exit the museum after having a conversation and head to the subway station to head home.
Pain points observed
Inadequate Seating
It's difficult to find seating when someone wants to take a break or rest.
Design Principles
Technology Integration
The museum should try to integrate more and more technology into the visitor experience. They can embrace augmented and virtual reality to make exhibits more engaging.
Seamless Experience
The museum should aim to provide users with a seamless experience, minimizing friction points and ensuring a smooth efficient flow of visitors through the museum.
Better Way finding
The museum should work on a better way-finding experience with the help of signage and integrate technology into it.
