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How much of interpretive planning is truly holistic in its' approach to creating a quality visitor experience? Before visitors are able to absorb the benefits and messages of well-designed interpretation, they must have all earlier concerns addressed like finding amenities, navigating through the grounds, and having well-trained front-line staff to respond to their needs or questions. If we fail to look more broadly at our visitors’ needs and how our infrastructure and services help or hinder visitation, interpretation is less likely to succeed. Mary Kay Cunningham, Stephanie Weaver, Robin Cline, Wendy Meluch reflect on past models of interpretive planning and share ideas for creating information networks (or communication strategies), conducting visitor studies, and lessons learned from case studies where these ideas were applied.
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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®
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, [email protected]
Stephanie Weaver, [email protected]
Robin Cline, [email protected]
Wendy Meluch, [email protected]
