Revisiting Interpretive Planning; A Holistic Approach to Crafting Your Visitor Experience

Revisiting Interpretive Planning;

A Holistic Approach to Crafting Your

Visitor ExperiencePRESENTERS

Mary Kay Cunningham, Dialogue ConsultingStephanie Weaver, Experienceology

Robin Cline, Garfield Park ConservatoryWendy Meluch, Visitor Studies Services

What is the “visitor experience” and why should we

plan for it?

Visitor Experience PlanningVisitor Experience Planning

Building bridges between

Why you EXIST?

Connecting visitors to our sites!Connecting visitors to our sites!

& Why they

VISIT?

Steps of Visitor Involvement

“It’s a REFUGE for me –NOSTALGIA”

“I SUPPORT institutional goals”

“I feel CONNECTED to the institution”

“I visit for more KNOWLEDGE ”

Your Site’s Future

Ensuring education of future visitors about value &

meanings of collections

“I visit for RECREATION – time with family & friends”

Understanding Your AudienceUnderstanding Your AudienceWho is your visitor? What do they need?

How do they learn?How do they learn? • Intellectual = KnowKnow• Emotional = FeelFeel • Behavioral = DoDo

Identity and the Museum Visitor Experience

John H. Falk

Why do people come to museums?

Falk’s Visitor Identities

ExplorersExplorers

Characteristics:• Curiosity driven• Generic interest• Expect to learn

or find something new

Sample Opportunities:• Behind-the-scenes

tours• Public programs• Demonstration carts• Signs/brochures

Falk’s Visitor Identities

RechargersRechargers

Characteristics:• See site as refuge,

escape• Seeking

restorative experience

Sample Opportunities :• ‘Contemplation’ points

• Sensory experiences

• Appropriate enrichment

e.g.; yoga, painting, etc.

Falk’s Visitor Identities

ProfessionalsProfessionals // HobbyistsHobbyists

Characteristics:• Content

specialists• Visit to meet

objective like new ideas or answers to questions

Sample Opportunities:• Specialty tours• Adult ed. classes• Databases• Info. desk• ‘Clubs’ • Brochures/guides

Falk’s Visitor Identities

Experience SeekersExperience SeekersCharacteristics:• Perceive site as

important destination• Prestigious attraction

in your area

e.g.; “The best Chinese

Garden outside China.”

Sample Opportunities:• Collection highlight

tours• Special Events• Photo opportunities• Souvenirs• Customized

experiences

Falk’s Visitor Identities

FacilitatorsFacilitators

Characteristics:• Socially motivated• Want to enable

learning of others

Sample Opportunities:• Family programs• Guided experiences

e.g.; Labels or print materials with clear questions/answers to ask

• Facilitators e.g.; interpreters, vis. serv.

The Participatory Museum

Nina Simon

How do we apply what we know

about visitors to create visitor experiences?

Why Participate?

• Principles of Participation• Social Objects• Visitors as contributors,

collaborators, co-creators

experienceology®

8 Steps to Better Visitor Experiences

Stephanie Weaver, experienceology®

sweaver@experienceology.com

Defining “visitor experience”

• Entire visit

• ALL departments

• Visitor-focused

• Inside the visitor: they control

• Outside the visitor: you control• Goal: To connect

8 Steps to a Better Visitor Experience

• Invitation

• Welcome

• Orientation

• Comfort

• Communication

• Sensation

• Common Sense

• Finale

1. Invitation

• Advertising & marketing• Web site• Street signage• Transportation approach/parking lot• Branding

Website

Directions

Street signage

Entry gate

2. Welcome

• Front gate/entrance

• First impression

• Physical condition of facilities

• Personal greeting

Gatehouse

3. Orientation

• You-are-here

• Maps

• Wayfinding/directional

You-are-here maps

Bases are color-coded

4. Comfort

• Rest rooms

• Food/water

• Child safety

• Seating

Restrooms

Snack bar

Water

Seating

5. Communication

• Interpretation

• Content

• Tone

• Type size & label length

Take-home materials

Interpretive signs

6. Sensation

• All five senses engaged

• Activities

• Surprise and randomness

Sounds

Textures

Surprise (bubbles)

Surprise

7. Common Sense

• Pricing/programs

• Asking the audience

• Partnering

• Trends

Collaborations

Donor recognition

Partnerships

8. Finale

• Follow up/memberships

• Mementos

• Memorabilia

Plant store

Gift shop

Signature products

Convert Browser to Buyer

ArrivalEngagement Enjoyment

Social Outing

ReturnMembership Friends

Word-of-Mouth

LifestyleVolunteer/Donor

Regular VisitsAdopt As “Third Place”

Conclusion

• Analyze overall experience

• Pay attention to details

• Follow trends

• Try new ideas

1. Creating a common sense of identity.

Creating a common sense of identity

Levels of Association with Plants Relative Weight Graph

Garibay Group

Visitor Studies to Support Interpretive Planning

Association of Midwest MuseumsChicago - 2011

Wendy Meluch, MAVisitor Studies ConsultantVisitor Studies Services

Visitor Studies

Visitor Studies

Yogi Berra

You can see a lot

by observing.

Visitor Studies

Richard Feynman

You just ask them.

Visitor Motivation

Visitor Motivation

• John Falk’s visitor identities– Explorer– Facilitator– Experience Seeker– Professional/Hobbyist– Recharger

• Simple card sort activity upon entry

Framework for Evaluating the Visitor Experience

• Clarify goals for communication elements at each phase of the visit experience

• Does this piece–offer the right information at the

right time/spot in the visit?–effectively communicate its

message?–motivate and guide?

Steps in Evaluating theVisitor Experience

• For each phase…–Self assessment–Observe visitors–Talk to visitors–Test prototypes–Consider findings–Affect changes as necessary–Repeat

Invitation

• Pre-visit, pre-decision• Assess marketing materials, web site &

exhibit titles• Self assess & pre-test

– attractiveness– usability / understandability– motivate and guide– what would you expect based on this...

Invitation

• Survey ( best at entrance, can be wrapped into exit)– How did you hear about…?– Did you use the web site?– Was it helpful?– Was it easy to find (location)?– Was it easy to navigate

parking and find entrance?

Welcome and Orientation• Arriving...• Self assess• Observe visitors in

the parking lot and in the entry/lobby areas

• Ask visitors about their experience

Welcome and Orientation• Entry…• Self assess, then

observe...• What do people do as

they enter?– Transition zone– Where do they notice +

look for information?– Experiment with placement

& observe again.

Welcome and Orientation

• Short intercept interviews– I see that you just bought your tickets, can you

take a minute to tell me about your experience in our lobby?

– Was it easy to find/get what you needed?– What would make this easier, more obvious?– Is there any information that you’d like but

haven’t seen?– What would make you feel more welcome?

Welcome and Orientation

• Short intercept interviews with visitors who appear to flounder– Can I help you find anything?– Is there any information that you’d

like to get you started? – What would make

this easier, more obvious?

Experience

• Exhibit evaluation– front-end, formative, summative/remedial

• Label writing– Beverly Serrell’s book

• Other delivery systems– audio tours– video components– printed materials

Experience

• Formative Evaluation• Observe• Short interviews

–Ask the visitor to read, listen or watch the information element.

–Ask her to paraphrase. (“in your own words”)

–Explore: Are there any parts or words that might be confusing to others?

Experience

• Formative testing –Controlled

vs.–Naturalistic

Experience

• Naturalistic• Observe visitors

– Where will labels/panels be seen + used?

– Experiment with placement and observe again

• Intercept, ask...

Field Trips

• Information network for teachers & students

• Work through teachers, plan ahead

• Don’t overlook chaperones

All Purpose Information Network

Summary• Framework for evaluation:

–Use Stephanie’s visit phases as a guide

–Clarify function/goals of each information element

–Take small bites, narrow your scope to help you get started

Summary• Self-assessment• Observe visitors• Talk with them as

necessary• Make indicated changes

and repeat the process• Be logical, consistent

and honest

Albert Einstein

Everything should be made

as simple as possible, but not

simpler.

Wendy Meluch, MAVisitor Studies Services

Revisiting Interpretive Planning;

A Holistic Approach to Crafting Your

Visitor ExperiencePRESENTERS

Mary Kay Cunningham, marykay@visitordialogue.com

Stephanie Weaver, sweaver@experienceology.com

Robin Cline, rcline@garfieldpark.org

Wendy Meluch, wendy@visitorstudies.com