Paestum Archeological Park : Improving UX
Case Study presented at Samsung Innovation Camp
The Problem (we know)
for workers and archaeologists
for visitors
The Goal
We aim to improve both visitors’ experience and the process of cataloging and managing
exhibits for museum’s staff.
It is not possible to buy tickets online and therefore even the queues at the entrance
are boring. On the other hand, in the presence of large groups, it is not possible to
make the most of the information in the display cases. Information on display cases
often does not reflect the latest research by archaeologists and is represented on
inconsistent tables and labels.
Archaeologists during the excavations take notes by hand of the findings with photos and notes, this involves a reworking (recopy) of everything when they arrive at the laboratory. The cataloguing tools in the archives are also manual and a lot of time is spent cataloguing, finding and updating information on the finds.
Museum staff must follow the groups to ensure their safety and must also serve as guides to the exhibits. On the other hand, they do not have a centralized viewing system or tracking of people in the museum in case of an emergency.
They would also need a system that allows them to quickly locate artifacts in the archive and a report so that they can place them before thematic exhibitions begin.
The Paestum Museum is visited by hundred of visitors every day. We planned interview with visitors and museums’ staff.
We interviewed:
10 visitors and 5 museums’ staff.
Futhermore we observed for two days and recorder people movements inside the museums and in the external archaeological area.
We also analyzed the entire process of the archaeologists from finding the artifact to filing.
The archaeological park of Paestum is one of the most important archaeological parks in the world.
It is composed of:
an external park with the remains of the ancient ruins of the city and the Pantheon
an internal museum with the remains of different civilizations
an archive full of finds that are not exposed to the public
the park only sells tickets at the point inside the museum and lines are created to
purchase and enter.
the information in the display cases is uneven and it is often not possible to use the
audio guides
there are no paths or aids to guide visitors through the museum
workers must collect the exhibits by consulting manual files
the archaeologists have to update the archives manually and place the labels.
often new research on the finds is not updated until many months later and the
information is not up to date for visitors.
the management of the exhibitions is manual
Pain points we are observing
The Solution Design Process
observation
& interviews
observation
& interviews
analyse and
research
personas
ideation
prototype
testing
visitor
archaeol
staff
what aspect do you think needs improvement?
keywords
• artifacts position
• artifacts exhibition
• maps and signs
• monitoring
• too many artifacts
• smartphone app
• quick list of artifacts
• exhibitions’ planning
note: From this step, given the size of the project, we decided to focus mainly on solving the pain points of the visitors
We will mention and sketch only somewhere the solution for architects and museum staff.
People walk around the museum without a guide trying to read the labels and signs placed in the museum.
Due to its particularity, the Paestum museum exhibits artifacts from various eras, which makes it even more difficult for the public to enjoy the museum.
Unfortunately, at the time of our research, the audio guide was not available due to technical upgrade problems (one of the pain points we raised).
In the external area of the park, signs and illustrations (drawings or three-dimensional) are almost absent (or rare). The ruins are very old and it is difficult to enjoy them.
After entering at the entry point, visitors tended to wander slowly, waiting to decide where to go: there is a store with gadgets, an information desk, and other services.
Other doors at the edge of the circular atrium lead to exhibition rooms or stairs to other floors. Visitors can purchase paper maps of the museum or purchase the audio guide (which was not active at the time of our research).
A few had the maps, a few others tried to consult the directions concentrated in a few places. Most continued to walk around the museum without either, using the signage and large maps on the walls to decide their next destination.
How visitors behave
what don’t you like about the museum?
keywords
• artifacts information
• multimedia
• queue
• accessibility
• security
• guide
• tickets
Analyzing the results we found some confirmations on the assumptions made previously but the most important data is that the respondents have extended the field with other very important topics such as:
Visitors
• lack of a mobile app
• buying tickets online
• instructions on the museum map
• Insufficient representations of exhibits outside the museum
• feeling of lack of security when there are groups and many visitors
• long queues to buy tickets
Staff
• manual handling of exhibits
• manual exhibition planning
• manual cataloguing
Some assumption confirmations and some new insights
The research allowed us to extend and detail the goal. In order to simplify and optimize the ideation process we need to:
• check which solution are already in the market and how they faced the same issues
• how the users interacts with museum’s service through their journeys
After our research, we discovered that several apps are already in the market.
We tested and analysed several apps but we chose two of those according to some common features and target:
• AXIEL MUSEUM
• SECOND CANVAS
Competitors choice
COMPETITIVE ANALYSIS MATRIX DETAIL
What we do at museum: how we start the analysis
COMPETITIVE ANALYSIS MATRIX
AXIELL (MUSEUM)
SECOND CANVAS
MUSEUM / PARK
COMPETITORS
ACTUAL SITUATION
ABSENT
HIGH
HIGH
HIGH
ABSENT
MEDIUM
MEDIUM
ABSENT
ABSENT
ABSENT
ABSENT
ABSENT
MEDIUM
REAL TIME MONITORING
Methods or technology to check
the physical state of artifacts in real time
ARTIFACTS TRACING
Tracking artifacts from discovery to
cataloging or location in the museum
SECURITY
Monitoring system for artifacts and people
who are visiting the museum
ARTIFACTS EXHIBITION MANAGING
Software system to manage exhibitions and
artifacts positioning in the museum
ARTIFACTS INFORMATION
Artifacts advanced information system, tagging
and meta links for artifacts clustering and analytics
TICKETING MANAGEMENT
Ticketing system via web or app
We observed the applications we considered are very focused on one main goal
Virtual representation/informational purpose or management only purpose. They seems to lack about some of the features we are planning to implement in our product.
That situation gives us the opportunity to increase the possibility of success.
Competitor Strong Points and Pain Points
My Role: Lead UX/UI
From field research, visitor interviews, and interviews with museum staff, we were
able to categorize the following personas:
Resulting personas
At this stage we brainstormed and began sketching out screenshots of what the flows of the mobile app and some
potential solutions to visitor pain points could look like that also those of archaeologists and museum staff.
At this stage it began to seem clear that the mobile app could be part of an integrated, modular and
scalable solution for the entire management of the museum and the external archaeological park
(this was a big step forward). However, we decided to continue the development of the visitor section.
First sketches: the integrated system
At this stage we brainstormed and began sketching out screenshots of what the flows of the mobile app and some potential solutions to visitor pain points could look like that also those of archaeologists and museum staff.
At this stage it began to seem clear that the mobile app could be part of an integrated, modular and scalable solution for the entire management of the museum and the external archaeological park
(this was a big step forward). However, we decided to continue the development of the visitor section.
Sitemap: organizing the sitemap
we iterated the flows multiple times to allow for the least amount of interactions to achieve the goal.
These flows were discussed internally and tested on low-fi prototypes.
Optimize flows by iteration on low-fi prototypes
After having optimized the flows, we realized the first hifi prototype on which to perform further tests.
During the implementation, some A/B testing was performed on the solutions where the team had doubts about the
implementation of one or the other option.
In particular were tested:
• palette
• CTA
• calendar interaction
Hi-fi prototype
we submitted the prototype to:
• 5 online users
• 5 real users
and we collected all the feedback.
It was necessary to redesign the calendar and booking because it was causing doubts.
Further simplification was introduced in the live camera screens.
Test results
During this project we had some great confirmations about the importance of checking our assumptions with real data.
In particular it has been really important to perform a direct observation of people’s behavior inside the museum and in the archaeological park as it was analyzed along with user responses.
By also allowing users to express themselves freely, we broadened and completed our view of the problem.
Testing proved fundamental in correcting some components and flows that previously seemed easy but turned out to be a bit complicated for users.
Group collaboration allowed us to avoid blocks by distributing work in relation to skills.
Some important choices:
During the project, as a result of interviews and characterization of the personas we realized that the size of the project could and should be increased to include solutions to weaknesses unknown to us for this we chose to focus only on VISITORS and leave the ARCHAEOLOGISTS and MUSEUM ATTENDANTS for future development.
FUTURE IMPROVEMENTS
We realized that it is possible to plan and implement a common and modular platform for the complete management by integrating solutions to all personas and adding a software component for back-office management.
Museum users are very diverse, so it is easy to speculate and get lost in the statements and countless needs of visitors and museum staff.
We want to examine their user journeys to complete the picture of pain points and design possible actions to take.
Searching for insight along the touchpoins : The User Journey
• Visitor needs more informations on museums’ rules and for external park the Virtual 3D could help visitor to enjoy partially damaged artifacts.
• Artifact information need to be updated along the research because they are frequently not updated while the research in lab continues.
• Archaeologist need to track artifacts from discovery to exhibitions using a more advanced and friendly software for tracing and updating the research archive
• Workers need a system to track artifact location in real time.
we have already hypothesized some possible ways of solution the will turn (potentially) into software features.
Further insights from the User Journey
we want to organize the features (solutions) for the pain points by groups in order to facilitate the structuring of the site map (of the application).
We have structured the groups into three sections:
• user / security
• artifact information
• events
Feature Grouping : Insight for Information architecture
Mario Rossi
“Sunday at museum it’s a great
thing but I need more infos
for me and my family”
AGE:
OCCUPATION:
LOCATION:
STATUS:
ARCHETYPE:
35
WORKER
ROME
MARRIED
FAMILY VISITOR
BIO
Mario is a factory worker, married with two young children.
He visits the museum a few times a year. He lives in Rome and likes
to share Sundays with his family learning about ancient cultures.
He also likes to be with his wife having direct contact with sculptures,
artifacts, and ancient buildings.
When he is with his family, along the museum’s visit he needs to
be careful as the children might get lost especially on crowded days.
Share an archaeological journey with family getting as much information
as possible
Find the experience suitable for parents and children
Have the possibility to enhance visits to the museum and the archaeological park
Few information
Audioguides provided by the museum are not updated
Difficulty to understand the archaeological building rests in the park
GOALS
FRUSTRATIONS
PERSONALITY
extrovert
feeling
intuition
introvert
thinking
sensing
TECHNOLOGY
Web
Mobile
Wearable
Social(s)
book museum exhibition
buy ticket from remote
visit the museum/park
validate the ticket
get artifact informations
in the museum
acquire park
information during visit
TOUCHPTS
website / app
website / app
museum’s areas
museum’s entrance
analogic audioguide/
museum’s signs
park signs / tourist guide
ACTION
go to museum’s website or mobile app and check if possibile to see and book exhibitions
search if the museum’s website or mobile app allow to buy a ticket for the selected exhibition
enter the museum and visit the exposition’s areas
validate the ticket and ask relevant information for accessing the museum
read museum’s signs located in the artifacts proximity and/or buy the analogic audioguide
read park signs and ask to local tourist guide
PAIN POINTS
only the next upcoming exhibition is showed on the website home page. Booking is not possible
neither the site nor the app allow to purchase the ticket from remote
children can get lost walking around the museum thus compromising parents’ experience.
at entrance there is a long queue to buy tickets or request information
signs only offer limited information. The audioguide is expensive for a family and sometimes it’s not available
tourist guide is not always available. Signs’ illustrations are very poor and can’t offer a good representation of the ancient city.
project an exhibition’s calendar to show all the incoming exhibitions and give the possibility to select which one can be booked for the future.
implement a specific “buy ticket” feature on website and in mobile app
project a monitoring system to easily locate lost people in the museum. “I lost my child” special menu button for the mobile app
design a self-pass ticket feature check to minimize queues and improve a help system inhouse and
via mobile.
provide informations directly on visitor’s mobile app. Visitors can also scan the cabinet QR code for advanced artifact’s information
design advanced park representations on mobile: pictures and 3d reconstructions of the ancient city give visitors a better experience.
note: Solution for architects and museum staff will be postponed to future design plan.
Feature Grouping
“I Lost
my Child”
Self Pass
3D Park
Map
Guide/FAQ
Calendar
EVENTS
ARTIFACT INFORMATION
USER / SECURITY
Event
Detail
Buy tickets - VISITOR'S FEATURE wireframes flow
Open Guide/FAQ - VISITOR'S FEATURE wireframes flow
DATE: XX / XX / XXXX
Buy this ticket
TITLE
This panel will contain advanced info
on the exhibition if user
pressed the “Details Button”
Swipe or X to close this advanced info
details for the exhibition
Mark
Remo
Contrada Mazza,
13150 - Rome
+39392458655
Select Payment Mode
WISA
FC
JS
JapanSorti
PiggyPal
Daily
mini card
event datas
summary
event datas
summary
event datas
summary
Buy Ticket for
Shopping Cart
Shopping Cart
Shopping Cart
ticket #3 with data
Total Order
€ XXX,XX
credit card
data
X
X
X
Self Pass
I lost my Child
Live Info
Guide/FAQ
User profile
How To complete the self-pass
Scan the QR code from mobile app on the laser reader ad entrance to validate the ticket and grant the museum’s access
Mario Rossi
Takeaway…and future improvements
copyright Luca Peluso
We performed analysis on direct user observation and started to extract useful insights as: artifacts positions inside
the museum, how people walk and move inside the museum, how people visit the external park.
Now we want to ask them and match what / how the behaviour matches with the answer and looking for further
insights to investigate on.
Looking for insights
We are aware that people’s behavior could be radically different from that they say they do. So we started with direct
observation and interviews of visitors and museums’ workers to start the research.
We went to Paestum Museums and we start to observe and ask people about several questions about the museum,
the archive and the external archaeological park.
What people do is different from that they say
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prototype demo
video
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