Tag Archives: UX

A new feature you may never see – ticketing follow up emails

A few weeks ago we rolled out a small update to the ticketing website that sends a reminder email to anyone who has purchased tickets in advance.

This is sort of an experiment. but first, some background.

Recently I attended an event at another cultural institution ( which I won’t name ). A few days prior to the event I received a very up-selling reminder email, reminding me of membership discounts and other events I might like. The links within the email took me to the landing page for the event, and offered little actual information that I found useful unless I wanted to buy even more tickets, or combine my purchase with a book in the shop.

To make things worse, on the night of the event, and just as it was finishing up, I received a “follow up email” , which I found really annoying. It was literally timed to send exactly as the event was ending and while I was on my way out the door, as if to say, “wait, come back in and buy the book too!”

In fact, the subject line read “How did I enjoy [insert event title here]?” But, the email itself didn’t offer me a way to answer that question ( even if I wanted to ) and instead simply pointed me to the same landing page of the event I had just attended, along with links to their social media channels and other upcoming shows I might be interested in. The whole thing made me cringe a little as I pressed the delete button on my phone.

I thought to myself, “let’s not do that.”

I really just wanted to send a gentle reminder email, full of actually useful info to people who were planning to come visit the museum. I thought it would be nice if I had booked tickets in advance to get something like this the day before I was planning to visit. Something with a map and some info on how to get here, and potentially a little synopsis of what I might do once I arrived.

So, here was my thought process.

Like I said, it’s an experiment, and so I’m still just sort of beta-testing this feature, and trying to analyze how useful/annoying people find it. We already get so many emails, so I really wanted to make sure I wasn’t bombarding our visitors with additional garbage, or even worse, confusing them with unneeded information like what I’d recently experienced.

First of all, it would be all about timing. While talking out loud in the Labs about this one, Aaron’s comment was simply “time zones.” Computer’s have time zones ( all of ours are set to UTC ), people are in time zones. It was clearly something to consider.

Right now, we can only assume that you will be here sometime during our open hours on the day you purchased the ticket. We don’t presently do timed tickets, and unlike an event space, each day’s “performance” spans the entirety of our hours.

So we decided to try out sending the reminders the day before at 4pm, our time. I guess it’s generally safe to say that visitors are nearing our time zone the day before their visit, but its really still a best guess. Also, we are not going to “remind you” if you are booking for the same day as that’s probably overkill. So for now, at 4pm, the day before your visit, is when the email goes out.

Next I had some fun coming up with a way to extract all the relevant info from our Ticketing CRM ( Tessitura ).

I needed the following info:

  • All the things going on tomorrow ( this is sort of future proofing for when we let you book other things beyond general admission )
  • All the current orders for all the things going on tomorrow.
  • All the email addresses for all the orders for all the things going on tomorrow.

Getting “tomorrow” was pretty easy in PHP.

$datetime = new DateTime(‘tomorrow’);
$tomorrow = $datetime->format(‘Y-m-d’);

4pm EST is 9pm UTC on the same day, so all good there in calculating “tomorrow.”

Our Tessitura API wrapper I mentioned in my last post has a method that lets us get all the “performances” in Tessitura for a given date range. Simply passing it “tomorrow” yields us all the things we are looking for. We also have a method that can get all the orders placed for a given performance. Finally, we have a method that gets the email for the user that placed the order.

Now we can send the actual email.

Obviously, people place multiple orders and buy multiple tickets per order. I really only want to send one email regardless of what you’ve booked. So when I am looping through all the orders, I only add the email address to the list once.

The last step was to make a cron job that runs this script once a day at 4pm. Done!

( Incidentally, all of our servers are set to UTC, but for some reason our RedHat server’s crontab doesn’t seem to care, and somehow ( possibly magically ) thinks it’s on EST. I have yet to figure out why this is, but for now I am just going with it. )

Right now, the email is a fixed template. We are sending out emails via Mandrill, so we get some decent analytics and can track open rates, and click rates. We also added Google Analytics tracking codes to all the links in the email so we can see what people are clicking right in GA.

So far we’ve experienced an open rate of about 75% and a click rate of about 20%, which seems pretty good to me.

Our open and click rate for the last 30 days.

Our open and click rate for the last 30 days.

And here is the GA results for the “Ticket Reminder” campaign from the same time period. From here you can dive deeper into the analytics to see what pages people are heading to once they are on the site, and all sorts of other metrics.

GA TicketReminder

Since you can only really “see” this feature if you book an advance ticket I’ve posted an image of what the email looks like below. We went through a few design iterations to get it to look the way it looks, and I’d really love to hear your thoughts about it. If you were visiting us, and received this email the day before your visit at 4pm, would you find it useful, annoying, or confusing?

Reminder Email Template

Our reminder email template

Of course this will change again when the Pen goes live shortly.

Three adventures: shadowing a visit to the Metropolitan Museum of Art (3/3)

This is the third in a series of three “adventures in universal design,” a design research experiment carried out by Rachel Sakai and Katie Shelly. For an introduction to the project, see our earlier post, here.

SHADOWING:
OBSERVE LINDA & DAVE AS THEY VISIT THE METROPOLITAN MUSEUM OF ART
AUGUST 22 2013

On the Science Sense tour, we met a wonderfully friendly and warm husband and wife duo named Linda & Dave. We asked if they’d be interested in volunteering for some more research by allowing us to shadow them at any museum they chose.

They agreed, and a week later, off we went. Linda is blind and Dave is sighted. They love museums, and they have visited many around the world, together.

 

Linda & Dave stand in front of the museum, Dave has his arm around Linda. It is a sunny summer day and the entrance is full of people. They are smiling and Dave is wearing a red flowered shirt.

Linda & Dave in front of the Met Museum

Here’s a play-by-play of their visit:

-As we entered the crowded lobby, I noticed that Dave firmly placed his hand near the back of Linda’s neck to guide her—it was so crowded and loud, he had to use firm physical contact to help her navigate the security bag check and chaotic lobby. Linda also used her rolling cane in her left hand.

-Once we got inside, the first thing they did was go to the information desk and ask how to find the exhibition they wanted to see—Brush Writing in the Arts of Japan. The desk person indicated the location on a paper map. L & D didn’t use the map; instead they listened and remembered the attendant’s verbal instructions (left at the arch, elevator to floor 3, make a left, etc).

-Linda carried a paper flyer in her purse with a list of special exhibitions on it, and she brought it out when talking to the attendant, saying “yes, we want to see the one on this list.” Interesting that though she herself could not see what was on the paper, she knew what it said (ostensibly because Dave had told her earlier) and she kept it in her hand, so she could use it later when conversing with others.

-On the way to the elevator, we walked past a table with audioguides, L&D did not notice it.

-At the top of the elevator, we saw an Information Desk with an attendant. Dave expressed excitement that they have Info Desks throughout the Met, saying “before they had these things, I would just wander around this place getting lost!”

-L&D approached the satellite info desk, and asked about the acoustiguide— does it include the Japanese Brush Writing exhibition? The attendant explained that the audioguide covers the whole museum. Audioguides are not being given out from this desk, though. L&D did not get an audioguide.

-We walk down a hall full of artifacts toward the Japanese Brush Writing show. Dave went into “concise tour guide mode” just to give Linda a sense of the scenery, simply naming a few of the objects we went past: “Perfume bottles.” “Ceramic horses.”

-We found our destination: a dimly lit gallery. Linda asked, “is it all paintings?” And Dave explained that no, the gallery had a combination of statues, ceramics, and scrolls. They were pleased that there was a variety of objects and it wasn’t all flat work.

-L&D approached the standing warrior statue at the entrance of the show. Dave began with a visual description of the statue— materials, colors, posture. When talking about the statue’s long earlobes, he lightly tugged Linda’s earlobes. When talking about the statue’s tufty hair, he lightly touched the crown of Linda’s head— anything to make the experience more than just standing and listening. After his thorough description, he read the object label aloud.

-They were very methodical. This is what they did in front of each object they looked at:

1) Dave gave a purely visual description. Colors, size, subject matter, mood.

2) Maybe a few clarifying questions from Linda (“Are the lines roundish or squarish?” “Are the lines harsh?” “Are the people done finely?”)

3) Dave read the object label aloud, sometimes omitting a bit of info, sometimes reading it all right down to the donor details.

4) A bit of back-and-forth, sharing their reactions to the piece, making a connection to prior knowledge or experiences, or simply expressing how pretty and/or interesting they find it.

Dave & Linda standing with their backs to us, facing a beige and black painting.. Dave has Linda's hand in his, and is holding it outstretched.

In front of this artwork, Dave guided Linda’s hand through the air to help explain the size and composition. (It looks a bit like she is touching the artwork because of the angle of this photo, but we assure you that she is not).

-Dave often would take Linda’s hand in his, hold it outstretched, and wave it around to delineate shapes and spatial relationships (“there are mountains here, and a waterfall right here…”)

-A few of the Buddha statues were doing mudras with their hands. Dave would put Linda’s arms and hands into the same position, mimicking the statue. Sometimes he’d join her in the pose, so they’d both be frozen, holding the pose for a moment of contemplation. (Extremely adorable.) I don’t think many sighted visitors would think to do this, but it looked like they were having fun, and perhaps gave them a bit of “somatic insight” into how that statue might be feeling.

-As Linda got more details about the piece in front of her, she would exclaim surprise, “oh!” “oo-ooh!” As if she was building an image in her imagination, and each new bit of info from Dave was like an exciting clue in an unsolved mystery.

Dave and Linda are facing each other, standing a few feet in front of a Buddha statue. Dave is looking at the statue, and hoding Linta's arms. Linda is facing Dave and holding the pose.

Dave puts Linda’s arms into the same position as the statue.

-I noticed that sometimes Linda would touch the glass in front of an object. Just to get some sense of space and anchoring, I’d guess.

-About halfway through the exhibition, Dave took a break to sit down on a bench. Linda, Rachel and I took the chance to chat a bit. Linda commented that she would like to get a sense of scale and mood upon entering a museum. A sighted visitor gets a whole bunch of scene-setting information right upon entering with a sweep of the eye, and can choose what piece they want to check out. For her, however, she’s generally subject to Dave’s decisions about what to look at when they tour an exhibition. She said that she doesn’t mind this, because she likes Dave’s taste, but it is a consideration for any blind visitor.

-From Dave’s perspective, it’s a lot of talking and mental work. He seemed to be a bit worn out at times when reading aloud those long object labels. No wonder he needed a break!

-Linda also mentioned that they like to go to the gift shop, and that sometimes there are statuettes or replicas of things in the exhibition that you can touch, so that’s a good blind person’s “hack.”

Linda stands in front of three shelves full of smallish, about one foot tall statues and figurines. She is touching one of the statues.

Hacking the museum: the gift shop is a good place to find touchable replicas of objects in the collection.

-As we moved on, we neared a fountain. Right away, Linda heard the water trickling and said, “I hear a fountain!” Dave started to describe the fountain, which, as it turned out, is kinda hard to describe in words. There were some children seated on the wooden platform beside the fountain. Linda asked if she could sit down on the platform, which is somewhat bench-like, but sort of ambiguous-looking as to whether you can sit there or not. We said, sure, go for it. One thing led to another.. and soon Linda was feeling the white stones, and then the fountain itself. There was no guard in the area, just a few fellow patrons who seemed touched and tickled, as were we, watching Linda light up as she discovered the different textures and shapes. “Ooooh!” “Ahhh!” “Wowww!!” She was so, so into it. Just totally beaming. Finally, something to touch! Dave turned to us with a wink, and said “See what a difference tactile makes?”

A darkly colored, slick slab of basalt perfectly centered in a rectangular bed of round white stones. The basalt slab has some smooth planes and some rough planes, and a well of water in the top. Water is running down all sides of the slab.

The Water Stone, a basalt fountain by Isamu Noguchi. Photo by Flickr user wallyg

-Our last stop was a Japanese Reading Room, where the museum has tea ceremonies and other social events. The room has some Japanese-style floral arrangements, and beautiful wooden furniture by George Nakashima. Linda gave herself a thorough tour of the furniture, feeling the curves, bends, and joints in the massive walnut table and matching chairs. since it was definitely OK to touch. It was really the only moment when Linda could be independent in the museum.

A room with wood-paneled walls and a large raw-edge, round wooden table in the center. Linda is standing, stooped at the far end of the table, with one hand on the table surface and the other hand on her rolling cane.

Linda giving herself a tactile tour of the Japanese Reading Room furniture at the Met.

Takeaways

– Linda & Dave had carbon-copy experiences. Many people enjoy visiting a museum with a partner and staying side-by-side the whole time. Sometimes, though, you don’t want to visit in that way. Personally, when I’m in a museum, I tend to break off from the group and explore on my own. How might we allow blind visitors to have the option for an independent experience?

– Sighted visitors can easily get a sweep of the room immediately upon entering. What looks interesting in this gallery? What’s the mood? Where do I want to go first? How might we afford blind visitors a “sweep of the room” upon entering?

– Linda pointed this out to us during the tour: neutral description > coded description. A neutral (and blind-friendly) description would be, “on the left there is a small, simple building with a thatched roof and open balcony on all sides.” A coded (and blind-unfriendly) description would be “on the left there is a small building, looks like early Japanese architecture.” Get the difference? A neutral description uses transparent language that requires a minimum amount of previous knowledge. A coded description requires some prior education or knowledge to understand it.

Tactile makes a huge difference. Tactile moments were highlights of the tour: Dave tapping Linda on the head while describing a warrior’s messy hairdo, Dave sweeping her hand around to convey space, folding her hands into a Buddhist mudra, Linda tapping the glass in front of her for a spatial anchor, detailedly exploring the furniture in the Reading Room and a covert tickling of the Noguchi fountain. I’d argue that if these literal “touchpoints” were formally afforded to all visitors, all visitors’ experiences would be enhanced, not just experiences of the blind and partially sighted.

Quietness of the gallery was on our side. The gallery was small, only had a few people in it, and was carpeted. Dave and Linda could hear each other without straining their voices or their ears. This made the experience very tranquil and pleasant. Imagine how different their visit would have felt in a noisier, more echoy gallery.

We didn’t observe much active use of sound. L&D didn’t have audioguides, and there was no music or anything like that in the galleries. Linda mentioned various fountains in different museums that she liked. As a sighted person, I have to admit that fountains are not usually a highlight for me, but I think for Linda, because it’s something she can experience directly, they are often a highlight. What if museums with fountains (or any acoustically cool architectural feature) encouraged all visitors to close their eyes and really listen?

We didn’t observe any use of tech. L&D kept this visit analog. Wonder how the visit might have been better/worse/the same with some type of technological aid? How to design such technology to support and enhance rather than distract and annoy?

Linda, Rachel and Katie smiling inside a contemporary Asian art gallery at the Met museum. There is a very unusual sculpture in the background of a real deer, taxidermied and covered in glass orbs of variable sizes, as if it had been dunked in an oversized glass of club soda, and all the bubbles were sticking to its sides.

Linda, Rachel and Katie at the Met. We had a good time!

 

Three adventures: the Science Sense tour at American Museum of Natural History (2/3)

This is the second in a series of three “adventures in universal design,” a design research experiment carried out by Rachel Sakai and Katie Shelly. For an introduction to the project, see our earlier post, here.

The entrance to the American Museum of Natural History. Clear blue sky, pedestrians walking up the stairs, banners hanging on the facade, and taxicabs in the foreground. Architecture is stately, four tall columns and ornate inscriptions and statues near the roofline.

The American Museum of Natural History. Photo by Flickr user vagueonthehow.

COMPETITIVE PRODUCT SURVEY:
SCIENCE SENSE TOUR AT AMERICAN MUSEUM OF NATURAL HISTORY
AUGUST 15 2013

About once a month, AMNH offers a special tour for the blind, a program called Science Sense. Many museums in New York City have similar monthly tours for the blind. (The Jewish Museum’s Touch Tours, The Whitney Museum’s Touch Tours, MoMA’s Art inSight, the Met Museum’s Picture This! Workshop, and many more).

We chose to go on Science Sense because it worked with our schedule. Our tour was in the iconic Hall of North American Mammals.

Screenshot of the AMNH site. The page reads: Science Sense Tours  Visitors who are blind or partially sighted are invited to attend this program, held monthly in the Museum galleries. Specially trained Museum tour guides highlight specific themes and exhibition halls, engaging participants through extensive verbal descriptions and touchable objects.  Science Sense is free with Museum admission.  Thursday, August 15th, 2:30 PM North American Mammals Discover the dioramas in the stunningly restored Bernard Family Hall of North American Mammals, which offers a snapshot of North America’s rich environmental heritage.

The AMNH website’s info page about access for the blind and partially sighted

Here are some highlights and observations from our tour:

– We gathered in the lobby of the planetarium. The tour’s organizer, Jess, explained that the tour meets in the planetarium entrance and not the main NMAH entrance because it is a more accessible entrance. (Ramp, no stairs, large doorways with push-button opening, etc)

– It was a summer Thursday at 2:30, so we were a small group. Many of our fellow tour-goers appeared to be about retirement-age, which makes sense given the time of day. There was one teenaged boy, who was with his mom who has partial vision.

– The group had a chatty and friendly vibe. About 10 guests total. People were chatting with each other and having getting-to-know-you type conversations during our walk to the Hall of Mammals.

– Only 2 out of the 10 attendees appeared to be blind or low-vision. Each of the blind/low-vision guests had a sighted companion with them. The other 6 attendees appeared to be fully sighted.

– Irene, our tour guide, wore a small amplifier around her waist and a head-mounted microphone (something like this). The hall wasn’t terribly loud, but the amplifier made for more comfortable listening (and probably more comfortable speaking, too).

In a very dimly lit gallery, Irene stands with a group of attentively listening museumgoers on her left, and a brighly lit diorama of taxidemy bison on her right. She wears a blue employee badge and microphone headset.

Our guide Irene describing the bison diorama for the group.

– Once we arrived in the darkened Hall, Irene began our tour the same way most tours begin: an explanation of historical context. (When and why the dioramas were originally created, when and why they were restored… etc.)

– Irene described the first diorama thoroughly, element by element. (Backdrop, foreground elements, taxidermy animals.) One guest asked about how big the diorama is. Good question. Irene suggested that a second guide take the blind guests for a walk from one edge of the diorama to the other to get a sense of scale. This was a suggestion I wouldn’t have thought of; seems more fun than just stating a measurement.

Irene is holding an approximately two foot by one foot swatch of bison fur in both hands, grinning as she holds it out for others to feel.

Irene delights in sharing the touch sample (bison fur) with the group.

– Irene had a number of touch samples on a rolling cart. Some plastic animal skulls and a sample swatch of bison fur. At the end of our time in front of the bison diorama, she gave everyone a chance to feel the musky, matted fur.

– Naturally, as Irene was explaining the diorama and the touch samples were sitting behind her on the cart, many other visitors to the Hall (not part of the tour) took the opportunity to touch the fun stuff as it sat unattended on the cart.

– We went around to four more stunning dioramas, where Irene and a second guide (who was in training) took turns describing and contextualizing the displays.

– I noticed that sometimes the sighted companion of one of the attendees would quietly add on his own description to what the tour guide was saying. Once I saw him lift his blind partner’s arm, and sweep it through the space to explain where different objects in the diorama were positioned. (We would later chat with these folks, Linda & Dave, who ended up going on a trip with us to the Met, which we’ll talk about in the next section.)

Takeaways:

– Rachel & I both happen to be big radio/podcast listeners. During the tour, I realized that a blind person’s experience is a lot like listening to radio. They are relying only on the guide’s words to “see” what’s there.

What if museum tour guides were trained to think and speak like radio hosts? What if each stop on the tour opened with a detailed, theatrically delivered, visual description? Listening to a luscious, mood-setting, masterfully crafted description of anything on display— be it a Bison diorama or a Dyson Vacuum Cleaner or a Van Gogh painting would be a delight for sighted and blind visitors alike.

A photo of Ira Glass smiling and looking into the distance. There is a microphone in front of him.

What if your tour guide could describe works as viscerally and virtuosically as Ira Glass could?

-There was some confusion about the basic size and shape of the dioramas. What if there was a tiny model of each diorama that visitors could feel? Blind visitors could understand scale and shape right away, and sighted visitors might enjoy a touchable model, too. Imagine touchable mini-models of paintings, sculptures, and other museum stuff, too.

Check out our third and last adventure in universal design research, observing a blind person’s museum visit.

Three adventures: a blindfolded visit to the Guggenheim (1/3)

This is the first in a series of three “adventures in universal design,” a design research experiment carried out by Rachel Sakai and Katie Shelly. For an introduction to the project, see our earlier post, here.

A black and white photo of the Guggenheim Museum in NYC. Traffic lights and pedestrians on the sidewalk are in the foreground. The museum's famous architecture looks like lots of big smooth white shapes stacked on each other: A big rectangle at the bottom, four big circles stacked on the right, and a second rotunda with windows on the left.

The Guggenheim Museum, which is just a stone’s throw away from our office. Photo by Flickr user Ramón Torrent.

EMPATHY TOOLS:
BLINDFOLDED VISIT TO THE GUGGENHEIM
AUGUST 5 2013 

Taking a cue from Patricia Moore’s empathy research in NYC in the 1990s, Katie and I began our research with an empathy-building field trip to the Guggenheim. I took on the role of the blind visitor and Katie played the part of my sighted companion. The entire trip lasted for about 45 minutes and I kept my eyes shut for the duration.

Even though the Guggenheim is just a block away from our office, this was my first visit so I had no pre-existing mental map of the space. With my eyes closed, it did not take long before I felt completely disoriented, vulnerable, and dependent on my companion. After five minutes I had no idea where I was or where we were going; it felt like we were walking in circles (actually, we may have been because of the Guggenheim spiral…). I trust Katie, but this was unnerving.

(Note: this intensity of discomfort would not apply for a “real” blind or partially-sighted person, who would be entirely familiar with the experience of walking around without sight. A mild feeling of disorientation in the space, though, is still worth noting. Maybe the level of discomfort for a blind person would be more subtle, more like how a sighted person would feel wandering around without a map.)

The Guggenheim's large round lobby, shown completely bathed in ruby-red light. The benches and floor area are crowded with people reclining, laying on the floor, and looking upwards at the light source.

The James Turrell exhibition at the Guggenheim. Photo by Flickr user Mr Shiv.

We started the visit on our own with Katie guiding me and doing her best to describe the space, the other visitors, and the art. After a few minutes, we found one of the Guggenheim’s Gallery Guides wearing a large “Ask Me About the Art” button. When Katie asked the guide whether she was trained to describe art to low-vision guests, her response, “…I had one training on that,” was hesitant. To my ear, it sounded like reluctance and I immediately felt as though our request was a bother. Katie also felt like a pest, like she was “drilling the attendant” on her training. After some initial awkwardness, though, she offered to just share what she usually says about the piece (James Turrell’s Prado (White)), which turned out to be a very interesting bit of interpretation. We thanked her for the info and moved on.

By the second half of our visit we had picked up a couple of audioguides. The Guggenheim, like many other museums, has the encased iPod touch flavor of audio guide. The look and feel is nice and slick, but it’s not great for accessibility because the home button is blocked. (A triple-tap of this button is how you open accessibility controls in iOS).

Dependence on the GUI meant that when I wanted to hear a description, Katie would take my audioguide, start it playing, hand it back to me, then start up her own audioguide. If I missed a word and needed to go back, or if I wanted to pause for a second, well, I was pretty much out of luck. I could have asked Katie, but I felt like too much of a bother, so just I let it go.

The audio content was interesting, but it was written with sighted visitors in mind, with very little visual description of the work being discussed.

There was a big chunk of text on the wall explaining a bit about James Turrell’s work, which Katie read aloud to me. It would have been great to just have that text available for playback in the audioguide.

After our visit, I dug deeper into the Guggenheim’s website and learned that they have a free app that includes verbal imaging description tours written for visitors who are blind. Some of these tours have associated “touch object packs” that can be picked up from staff. That would have been great, but at the time of our trip Katie and I were unaware that these options existed, even though we did check out the Guggenheim website before visiting. None of the staff (who could see that I appeared to be blind) reached out to let us know about these great accessibility options. What a shame!

On the afternoon we visited, the Guggenheim was packed. We didn’t want to be too much of a nuisance to the already-busy staff so Katie went into “hacker mode,” looking for ways to tweak the experience to fit our needs. The visit became about hunting for things we could share.

A white cable with one 3.5mm male audio jack plug connected to two 3.5mm female jacks.

A headphone splitter lets two people listen to the same device.

Takeaways

A simple hack idea: headphone splitters. Though it wouldn’t give blind visitors more control over their audio guide, it would take away the clumsiness of one person having to manage two audioguides. Plus, whether you are blind or not, using a headphone splitter is fun and can strengthen a shared experience.

– I was disoriented throughout the trip and this was very uncomfortable. A better understanding of how I was moving through the space would have helped. How might we orient blind visitors when they first enter the museum so that they have a broad mental map of the space?

– I was dependent on Katie and did not have many options for how I might want to experience the museum (deep engagement with a few works, shallow engagement with many works, explore independently, explore with a friend, etc). How might we provide blind visitors with options for different types of experiences?

– Katie did her best to “hack” the experience and tried to discover things we could share in order to create a meaningful museum visit for both of us. How might we help create and shape shared experiences for pairs who visit the museum?

Staff training is important. The Museum has great accessibility tools, but they were invisible to us because nobody on staff mentioned them. The front desk person didn’t ask whether we would be interested in the accessibility tools, even though she had seen that I appeared to be blind.

– Staff mood is important. Many of the staff we interacted with seemed bashful or embarrassed about the situation and our accessibility questions. The museum was hectic and they were very busy; we felt like asking for too much help would have been pesky.

Check out our next adventure in universal design, a museum tour designed for the blind.

Three adventures in universal design, or, what does a veggie peeler have in common with a museum? (0/3)

A hand shown holding a black, rubberized OXO veggie peeler against a crisp white backdrop.

Though designed specifically for the arthritic, this product “appeals” to everyone.

“The way to think about ‘everybody’ is not to think about the average person in the middle, but to think about the extremes. Think about people at the edges of your potential buying public and think about people who are most challenged.”
[Dan Formosa interviewed by Debbie Millman in Brand Thinking]

If you hang out at a design museum long enough, you start to pick up on certain recurring concepts. One good recurring concept has to do with a thing called universal design:

The term “universal design” was coined by the architect Ronald L. Mace to describe the concept of designing all products and the built environment to be aesthetic and usable to the greatest extent possible by everyone, regardless of their age, ability, or status in life.
[Wikipedia]

So what’s the lesson behind universal design? Pretend you’re a bossman trying to cut costs wherever possible. For you, universal design might seem like a non-critical endeavor. Sure, it would be nice for the disabled and the elderly to have easy access to all aspects of your [insert product being designed here], but you don’t have room in the budget for anything elaborate. “We’ll tackle accessibility if we have leftover funds at the end of the project,” you’d say. Or “after we design the bulk of our [widget], then we’ll start work on the accessibility stuff because it’s required by law.”

If you were to study your design history, however, you’d realize that this view could limit your opportunities for innovation and crowd-pleasing design.

A sign in the foreground reads "This ramp and fishing platform meet the standards of the Americans with Disabilities Act and may be used by anyone. Please respect the desire of people with disabilities to fish on the fishing platform. In the background is a lake surrounded by trees.

The Americans with Disabilities Act of 1990 required organizations and institutions to make buildings, public transportation, signage, and more accessible to everyone. Image by USFWS Pacific.

The amazing truth of universal design is that when a design team focuses on “edge users,” or “extreme users,” it very often leads to unexpected insights, which can then lead to innovative features that benefit all users. When you design for the edges, everybody benefits.

The OXO Good Grips line is one of the most commonly cited examples of this phenomenon. The Smart Design team sat down to design a line of veggie peelers, can openers and scissors for people with arthritis and limited hand mobility. After the chunky, ergonomically superior new products hit the market, they became a huge mainstream success.

A group of five people riding motorized segway scooters riding single-file down the sidewalk curb cut and into the crosswalk. Washington DC in wintertime. They are wearing winter coats and helmets.

Segway scooter riders enjoy the benefits of curb cut sidewalks. Photo by Mariordo Mario Roberto Duran Ortiz

Another example are Selwyn Goldsmith‘s “curb cuts.” The mini-ramps we see now on most city street corners were designed primarily with wheelchair users in mind. After they were implemented, it became obvious that this ergonomic consideration benefitted not only wheelchair users, but also luggage-toters, stroller-pushers, stiletto-wearers, cyclists and anybody who enjoys a bit of added ease and comfort in getting around.

With all this in mind, our summer intern (psst—applications for next year are open!Rachel Sakai and I set out to do some research. We have a very small part in the über-mega-process that is the Cooper Hewitt gallery re-design, and we wanted to take on a summer project that could enrich that work.

We decided to focus in on a blind person’s museum experience. How might an understanding of a blind visitor’s experience inform and enhance the design decisions being made in our re-design project?

We chose to embrace a mindset of Human Centered Design. (Note that Human Centered Design is not the same thing as universal design). I’ve helped to create lots of Museum content—videos, exhibitions, books—on the topic of Human Centered Design. After so much experience intellectualizing about the technique, I was pretty eager to find a way to try it myself.

Human-Centered Design (HCD) is a process and a set of techniques used to create new solutions for the world….The reason this process is called “human-centered” is because it starts with the people we are designing for. The HCD process begins by examining the needs, dreams, and behaviors of the people we want to affect with our solutions.
[From IDEO’s HCD ToolKit]

front and back of 3 different method cards. Each card explains a different HCD research method. The front of each card has a full-bleed photo, the back has the name of the method and a short paragraph describing it.

Our 3 chosen IDEO method cards: Empathy Tools, Competitive Product Survey, and Shadowing

We borrowed a set of IDEO method cards from Cara and chose three that served our goal to better understand the blind museum visitor’s experience. In the next three posts, we’ll explain how we applied the methods of Empathy tools, Competitive Product Survey, and Shadowing:

1. Empathy Tools: Go on a blindfolded museum visit.

2. Competitive Product Survey: Take a museum tour designed for the blind.

3. Shadowing: Observe a blind person’s museum visit.

 

Learning from data. Part 372

Here’s an interesting image which shows a heat map of the mouse clicks in the last week on a page element on the Graphic Design: Now In Production page.

We are using a tool called Reinvigorate to generate these. And the data to help us figure out whether certain UI elements are working or not – before we do a wholesale redesign and rebuild.

Surprisingly we’re seeing a lot of interaction with the image gallery slideshow – far more than what we are seeing on a much more prominent video element on the same page.

What can we learn from this?
What should we change as a result of this data?

If anything, we are rolling out more analytics tools across our digital projects to help us better understand the behaviour of visitors.

And as we redesign our physical museum spaces we are looking at a number of different tools to help us do this in ‘meatspace‘ as well.

Might our future galleries as be as reconfigurable as our digital projects? Could we begin to treat our galleries as having this down specific UI elements?

Teens & Tech Focus Group

On Saturday, at Cooper-Hewitt, we had a focus group with about 20 teenagers to learn how they prefer to capture and create media. The focus group was held jointly by Cooper-Hewitt and the American Museum of Natural History. Our two museums are connected by MacArthur’s HIVE Learning Network, which aims to create and connect informal and formal learning opportunities for youth in virtual and physical spaces.

My group used exclusively iPads– even when other devices were readily available.

Both museums had experienced some digital follies over the last few years in our efforts to incorporate new digital tools into youth programs. From 3G connectivity woes to buggy beta software, these issues are an educator’s nightmare. Any one who has some experience teaching or running programs for kids can tell you that there’s no time for glitches when you’ve got a room full of students and a short amount of time. Stuff has to work, and you want the focus to be on content, not on tools.

Before diving in to a new season of fashion workshops and biology labs with hundreds of NYC teens, both museums wanted some fresh insight on how today’s teens relate to tech.

We wanted the students to get educational value out of their day with us, so we designed the focus group as a typical DesignPrep program, but with some added surveys and discussions about technology. Here was the structure of the day:

1. Pre-Survey for students

2. Cooper-Hewitt educators’ excellent “What is Design” and “Learning to See” presentations.

3. Ready, Set, Design— a hands-on activity to get the group “thinking like designers.” The activity challenges were tailored to the context of Central Park (“I need to find my way around the park efficiently,” “I want my walk around the reservoir to be more fun and interesting,” etc)

4. Announced the students’ challenge– to collect a diverse array data from a given zone in Central Park, identify something in that zone that could benefit from a design solution, and finally present their ideas to the group.

5. “Hardware Buffet”– we put out Android phones, iPads, still cameras, video cameras, notebooks and pens. We observed carefully while the students chose their tools.

6. We split into 4 groups and headed to the park. The students lead their own processes of data collection while Museum staff observed. Staff also carried bags of “buffet leftovers” to allow any hardware swaps along the way.

Collecting photos, videos and statistics in Central Park

7. We returned to Cooper-Hewitt, where the students synthesized their media and created presentations.

Synthesizing multimedia and ideas for a final presentation

8. Presentations, group discussion about technology, followed by an exit survey for students.

Student presentation using Tumblr

9. After the students left, Museum staff completed a survey to record fresh thoughts on the day.

What did we learn? Here are some excerpts from Museum staff’s surveys:

 

Rebooting retail – redesigning the Shop at Cooper-Hewitt

Jocelyn Crapo is the Cooper-Hewitt’s Director of Retail Operations. She and her team have been working to transfer the focus of the museum shop from its former physical presence in the galleries to an online experience whilst the redevelopment takes place.

To that end, a brand new ecommerce presence went live as public beta last week.

Here’s Jocelyn.

Tell us about the history of Cooper-Hewitt’s online shop.

The Shop’s first ecommerce site launched in June of 2006, using a custom content management system on the back end and was a close visual representation of the physical shop space. The first iteration used Paypal as the payment processor and the shop staff maintained inventory levels for both the physical shop and the Ecommerce site by running online sales through the Point of Sale in the Shop.

At the time we were using and constantly maintaining three different content management systems within the Retail team and as many accounting platforms within one department.

1. CAM Commerce’s Retail Star Point-of-Sale system to maintain inventory levels and Accounting reports,
2. Filemaker to maintain “blurb” information for display in the physical shop space and to maintain online blurb information
3. Custom CMS to maintain the Ecommerce website
4. Paypal to process Ecommerce sales

It was very inefficient and downright clunky. Not to mention a high risk of human error.

If there was a price change on one product, the price had to be changed in four different places, often requiring action from at least three different people. The price had to be updated in Retail Star, a new tag printed and affixed to the product, the price had to be updated in Filemaker and a new blurb had to be printed and displayed within the shop, and finally the Ecommerce CMS had to be updated for the web. All this for a small change of price in one product!

We began looking for a new inventory management system that could handle more of our needs. We wanted a system where the product attributes (price, blurb, inventory) could all be managed by one person in one place as much as possible. We finally identified a system and launched with the new system in October, 2010.

How did the old site perform?

During the first 5 years, our online sales ranged from 5-8% of our gross sales – which may not seem very significant, but given the small investment cost that went into the site in 2006, it paid for itself many times over.

As we were able to gather better and better data from Google Analytics we found that we had a conversion problem. We were getting visitors to the site, but in the end only 0.39% of the total visitors who came to the online shop actually purchased something.

Worse, only 10.81% of the visitors who put something in their cart actually completed the transaction.

While we were frustrated with the back-end functionality we knew that we had to streamline our front-end usability issues and bring up the conversion rates.

As we approached the beginning of a major renovation at the Cooper-Hewitt campus at the end of 2011, it was crucial to move forward as quickly as possible to get the new website on its feet. It quickly became the sole revenue source for the retail business venture and we needed a way to put more products online – quickly and easily. Moving from having both a physical shop and an online shop to having just an online shop has posed some new challenges.

We’ve had to re-evaluate order quantities and think differently about our space constraints. We don’t have the luxury of having two different selling platforms. We no longer have the face-to-face contact on the sales floor that inherently sparks a connection and relationship between the retailer and visitor. We are also challenged to interact visually and via narrative, rather than a tactile, person-to-person selling experience.

What were the features you looked for in a new site?

We needed a new system that offered;

– Real time inventory management for multiple sales channels: POS in physical shop space, Ecommerce site, potential pop-up shops, etc.

One immediate problem we experienced was maintaining inventory levels, especially when we had a product that was picked up for editorial coverage and we had a hard time keeping product in the shop, while fulfilling the website orders. It became obvious very quickly that we needed a much more robust system that could maintain real-time inventory, selling products through the physical shop, through an off-site kiosk or pop-up shop, and on the web with one central inventory.

– Seamless payment.

The old site used Paypal as the payment gateway and we knew from Google Analytics that many visitors to our site who had placed items in their shopping cart were not completing their purchases. By doing some tracking we discovered that nearly 9 out of every 10 were abandoning the purchase when they left us to checkout through Paypal.

– Modern, flexible navigation and search, not to mention SEO.
– Integrated members discounting
– Flexible product pages that would allow us to tell the stories of different products and why we had selected them for our shop.
– Real time Fedex pricing

Let’s look at some before and after screens

Home page before and after. The new site is less cryptic and allows us to show many more products immediately.

Product category view before and after

Product detail before and after. The new site gives the ability to have more detailed information on the products, large pop up views, as well as recommendations in the sidebar.

Checkout before and after. A much more streamlined checkout process without having to go offsite to PayPal.

How do you think the online shop will affect the future retail presence of Cooper-Hewitt?

Looking forward, I imagine we will have a very different perspective as we plan to open the next iteration of The Shop at Cooper-Hewitt when the museum re-opens.

What were once major factors in product selection will likely become less important, for example, our audience won’t necessarily be limited to people who can physically come to the Upper East Side, and we’ll undoubtedly have an off-site storage facility that will allow us to offer larger footprint products like furniture, lighting, textiles, even wallpapers.

We will also be able to use web analytics to inform merchandising strategies as we re-open a brick and mortar shop down the line, for instance, we can start to drill down into the purchasing habits of our customers, i.e. people who bought “x” also bought “y”. Armed with this knowledge we might merchandise two products together, that we wouldn’t have ever dreamed of displaying together before.

In fact, we will have the tools to do some online experiments which will provide quick and measurable results about what products sell best when merchandised together. These types of statistics were impossible to gather within our physical space since we had no way to track real time results of merchandising changes.

It will be very interesting, now that we have this new ecommerce system in place, whether the new identity of the physical shop will respond to the website or if the website will morph to a brand new graphic expression in response to the design of the new Shop to open with the new museum buildings.

When does the new site launch?

It is in public beta right now! And we’re doing a formal launch in May after we make some incremental improvements to it over the next two months.

Check it out!

Upending ticketing

One of the opportunities we have right now is to challenge the conventional wisdom that back-of-house systems need to always be ‘enterprise grade’. As we are currently in renovation mode and our exhibitions and programs are happening offsite and around the city, we have the chance to rethink and experiment with different systems to perform common functions such as ticketing. In so doing we are looking at the way different systems shape visitor/staff interactions and are also able to refocus by choosing systems on their user experience rather than their ‘backwards compatibility’.

A recent change we’ve made is to use EventBrite for ticketing, replacing a system that despite being tightly integrated with our donor management system placed an inscrutable purchasing interface between the customer and their desired tickets. It isn’t a permanent solution (what is these days?), but more the opening of a ‘possibility space’.

So how is it going?

Our ticket selling velocity has increased – events sell more quickly – and we’ve been able to integrate ticket selling directly into our email marketing, as well. When ticket price points have reached capacity we’ve used automatic waitlisting and we’ve even been able to collect donations as purchasers buy tickets, and we’ve also been able to issue refunds easily when required. Most importantly the customer experience of purchasing tickets has vastly improved.

Last night, we had our first trial of a medium size event check-in. Using the EventBrite iPhone Check-In App we were able to run a cashless door using staff members’ iPhones to check everyone in quickly. Checkins were done via ticket scans and where people had forgotten their printed ticket, by name. Each iPhone synced to the master list meaning that we could easily ‘add extra ticket staff’ to process more people if we had a logjam. This had a nice side effect of freeing up staff time to direct visitors to our roving iPads for quick signup to our mailing list on their way into the venue.

But the purpose of deploying lightweight technologies as a replacement for gargantuan enterprise systems is not just about improving visitor experience, or streamlining back-of-house operations – it is also about positioning us to reconceptualise the type of entry/ticketing experience we might want for our new building and galleries when they are completed.

If it is possible to do the entry experience to events in a seamless mannner with only mobile devices, can a museum jettison its ticket counter in a redesign? It also makes us ask ourselves to be specific about the other functions ticket counters might serve.