Field Museum of Natural History
Evaluation of The China Hall Exhibition: Digital Reading Rails
February - September 2018
Methods Used
Expert interviews, Literature Review, Ethnographic Study, Concept Mapping, Contextual Inquiry/Interviews/Think Alouds, Behavioral Observation, Surveys, Closed Card Sort, Rapid usability testing, Cognitive Mapping
In 2014, The Field Museum of Natural History opened the Cyrus Tang Hall of China Exhibition. While all the Field's exhibitions are special, China Hall is notable for the 44 interactive reading panels available to visitors. As a product of a digital initiatives fund, the Field wanted to understand the value these panels had and their role within the exhibition. Over six months, I designed and ran an evaluation that provided invaluable insights that helped optimize and improve these interactives.
First and foremost, the evaluation had to investigate elements that had been of concern in initial development. For example, interactives' effect on feelings of control or comfort with exhibition content. Additionally, the overall usage rate of these interactives needed to be studied. It was discovered quickly that the general use was much lower than would be desired. Because of this, the evaluation also needed to investigate potential causes/factors for disuse.
To do this, I analyzed the interactives through the lens of a task analysis. Moving beyond basic performance standards, I opened my investigation to look at all contributing elements of use. These included visitor predispositions, elements of the exhibition space, and interactives' UX /UI. Exhibitions were designed. Interactives were requested, developed, and tested. But how did they function together?
As a task analysis, I started my evaluation by journey mapping the use of an interactive. The journey starting with the entrance of the museum. Doing this, I revealed contributing elements of use as well as decision points. Once found, I selected my methodology and designed my instruments to investigate these elements. This allowed me to build a comprehensive idea of the visitors' exhibition experience and how the interactives fit within that. Why they may or may not use an interactive at all.
My methodology included: a survey, a word selection in the style of a card sort, unobtrusive observation, and form that was a combination of contextual inquiry interviews/observation. The survey and word selection were done together, administered to visitors exiting the exhibition. These two forms were used to gauge visitors’ perceptions, general experience, and potential influence of interactive use.
Unobtrusive observations were collected in a style known as 'Timing and Tracking', a form common in Museum Studies. This recorded visitors’ paths from entrance to exit as well as specific actions and use of interactives. Observations allowed for a preliminary understanding of the visitors' exhibition journey as well as typical behavior with interactives. Data from this method provided information around the exhibition elements, interactives as well as others, visitor engagement in general, and individual performance of all 44 interactives.
Using the think aloud method was invaluable to this evaluation for many reasons. The first, that it allowed for survey and behavioral data from single a visitor. The second, I was able to run rapid ux tests with visitors. These went beyond analytics, showing time spent as well as order of choices made during use. Third, we were able to support observed visitor journeys with visitors' cognitive journeys. Lastly, interviews provided direct quotes with which I strengthened final insights and recommendations.
After data was analyzed I presented final insights and recommendations to stakeholders along with a formal report. My evaluation addressed stakeholder concerns, satisfying long requested data. Additionally, I introduced a new way of viewing visitor interaction and engagement. In creating and analyzing the user journey, I revealed key redesigns and actionable steps for improvement.
For more information or questions about this report please contact me.
