Design Analysis of the Website and Museum
Logo and other images used in this slideshow courtesy of the Henry Ford website.
the Henry Ford
Museum in Dearborn, Michigan
the Henry Ford
By Madeline Allen, Jesse Sanderson, and Erika Suchecki
Project Summary
This conceptualization is for people in the Dearborn community and those who would benefit from improved accessibility accommodations, who would like to visit the Henry Ford museum and website to learn more about American Innovation. The conclusion was that increasing representation and improving the navigation system were the first two steps toward providing the intended benefits.
With Arab Americans making up approximately 54% of the population of Dearborn, this makes it the city with the highest proportion of Arab Americans in all of the United States.
Reimagining the Henry Ford to be more inclusive.
Reaching out to a new audience through increased representation and interactive design solutions.
The in-person offerings as well as the digital media of the Henry Ford museum and website were explored to determine how diversely the museum represents its surrounding communities.
An interviewee said…
“If they’re so community-focused with Michigan, there are so many Middle Eastern people. They need to consider that. You can’t be diverse if you don’t (include) all of these people and their stories.”
The Henry Ford is for the Public Learning and Recreation sector.
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Design Analysis Summary
An overview of the design analysis, from its initial stages to the final iterations.
the Henry Ford
The Original Product
The Henry Ford is a museum complex in Dearborn, Michigan. The focus of the museum is American Innovation, and it is a popular destination for families, K-12 field trips, and other individuals hoping to learn more about American history and how it has transformed over time as a result of “authentic objects, stories, and lives from America's traditions of ingenuity, resourcefulness and innovation.” (external link)
The Henry Ford’s website was also explored as part of this analysis. The purpose of the site is to spread awareness for the museum and its events, and to sell tickets to attract visitors.
The Original Design Analysis
The beginning stages of the design analysis process identified several key focus areas:
How the Design Analysis Shifted
As the analysis moved forward through interviews and user testing (more on this later), several focus areas were changed, added, or removed:
Secondary Research
After brainstorming the initial design analysis, secondary research was conducted to gather information supporting the initial areas of focus.
the Henry Ford
Areas of Focus
Arab Americans | ClickOnDetroit (external link)
K-12 Education | Autodesk (external link) and PRWeb (external link)
Accessibility | Digital.gov (external link) and Center on Disability (external link)
Connectivity | Cloudflare (external link) and HubSpot (external link)
Sampling for Design Research
The time had come to begin gathering feedback from users outside of the design analysis team. This began with sampling potential users to interview.
the Henry Ford
Sampling
The Henry Ford Museum is the location selected for sampling research, as the museum is connected to the experience being analyzed.
Purposive Sampling:
Three users that align with the design research goals (an educator, a person using disability accommodations, and a person of color) were chosen for sampling. Only the person using disability accommodations was able to participate in later interviews.
Convenience Sampling:
Two Arab American users were chosen for sampling to include this demographic of target users. Both users later participated in interviews.
Findings:
Interviews
the Henry Ford
Following sampling, three individuals agreed to participate in an interview to share their thoughts on the Henry Ford’s website.
Interviews
Prior to being interviewed, participants were asked to complete a demographic survey to help provide context on their identity, culture, and background.
Three Participants:
Interviewees were asked to provide their thoughts on the current Henry Ford website based on their familiarity with the Henry Ford, their experience visiting the museum and using the site to purchase tickets (if applicable), general critiques, and insights on diversity, equity, and inclusion.
After receiving feedback from the three interviewees, the following feature list was assembled based on pain points which would inform the next steps of the analysis process:
Diversity, Equity, and Inclusion Findings
the Henry Ford
Data on diversity, equity, and inclusion was compiled based on feedback received from user interviews.
Diversity, Equity, and Inclusion
A key focus of the design analysis was the lack of visible representation of Arab Americans, a large demographic in the Henry Ford’s location of Dearborn, on the Henry Ford’s website and in the museum’s exhibits. Interviewees were asked to reflect on how they feel their identity, culture, and background are being reflected on the Henry Ford’s current site in terms of whether there is sufficient and positive representation, non-stereotyped representation, the extent to which they feel a sense of inclusion and belonging, and the societal impact of the way their identity is being represented. Two of three interviewees come from an Arab American background, and the difference between how they feel their identity is represented compared to the third interviewee, who does not come from this background, is quite noticeable.
“Activist Adrian” provided the following information about his identity:
“International Irsa” provided the following information about her identity:
“Mobility Martin” did not complete the pre-interview survey, however throughout the interview he did note that he identified as as white, middle-aged, and had a mild physical disability that warranted the use of a mobility scooter.
Accessibility and Universal Design
the Henry Ford
Based on user feedback received thus far, a plan was crafted to account for accessibility and universal design.
Approach
The approach to implementing a strategy for accessible and universal design on the Henry Ford’s museum and site is based on user insights and the pain points identified during user research and interviews.
Pain Points Identified in Interviews:
Design Implications:
Competitive Analysis
the Henry Ford
Several potential competitors were analyzed to inform recommendations for the Henry Ford.
Competitive Analysis Overview
An analysis of the websites for five museums, both in the Dearborn area as well as around the United States and the world, was conducted to inform recommendations for the Henry Ford museum and website.
Competitors:
Quantitative Analysis Recommendations:
Qualitative Analysis Recommendations:
Image courtesy of the National Center for Civil and Human Rights.
Image courtesy of the Automotive Hall of Fame.
Personas and Journey Maps
the Henry Ford
Several fictional personas were created to plan considerations for target users of the ongoing design analysis, and journey maps for each were crafted to illustrate their interaction with the Henry Ford in a reimagined state.
Personas
Replacing “The User”
In order to truly understand who we are designing for, insights and segments from previously collected data had to be brought to life into someone we can actually discover and create these design solutions for.
We generated relatability by replacing the one-dimensional “The User” reference and built archetypes from empathy and user research insights.
Our personas were created on the foundation of our interviewees, research focus areas, and the pain points identified during user interviews.
Personas
Pages and pages of notes and deconstructed data can be hard to care about.
Personas
People on the other hand, are easy to care about. Here’s that data, personified.
Journey Maps
Personas in Action
In order to best understand our personas in action with the analyzed product and experience, we carefully crafted each step of the journey map to reflect each persona’s interaction with these elements.
Based on the lifespan of each persona in their journey map, considering both situational elements and pain points, we were able to identify key areas of improvement in the Henry Ford Museum and website experience.
Personas | Introducing Omar
Omar brings to life:
Meet “Educator Omar.”
Omar’s Goals:
Omars Frustrations on the Current Site:
Omar is a 25-year-old teacher living in Troy, Michigan. He was born and raised in nearby Hamtramck and is the son of Yemeni immigrants. Although he grew up with friends of all backgrounds, he misses the tight-knit Arab American community he grew up in. His principal has tasked him with planning a field trip for his students to help them learn more about history.
Journey Maps | Omar’s Experience
Personas | Introducing Lena
Lena brings to life:
Meet “Study Abroad Lena.”
Lena is a 21 year-old international student at Wayne State University, temporarily living in Dearborn, Michigan. Hailing from Lebanon, Lena is curious to explore the museum local to her current community, where she hopes to learn more about American history, culture, and where her Arab heritage can be recognized in America’s history and innovations.
Lena’s Goals:
Lena’s Frustrations on the Current Site:
Journey Maps | Lena’s Experience
Personas | Introducing Todd
Todd brings to life:
Meet “Traveler Todd.”
Todd is a 56 year old born and raised in California who traveled all the way to Michigan to visit the Henry Ford Museum. He is eager to explore the exhibits and artifacts, which bring to life the captivating stories and achievements that have shaped American culture. He hopes that his visit will deepen his understanding and appreciation of American history, leaving him inspired and enlightened. It is important to note that Todd has mobility issues and may need to make use of a scooter to get around during his visit to the museum.
Todd’s Goals:
Todd’s Frustrations on the Current Site:
Journey Maps | Todd’s Experience
User Testing and Play Testing
the Henry Ford
Based on the analysis thus far, concepts for the redesigned navigation system as well as a fun personality quiz focused on diverse representation were developed, then tested by several users.
User Testing
Need help finding something? Need a menu? Which one?
These are the navigation systems from the current site used in the first round of user research, uncovering frustration and calling for a possible redesign.
User Testing
Navigation is necessary, so why should it be hard?
The purpose of the user test conducted was to test the organization, structure, and visuals of a proposed altered menu system for the Henry Ford Museum website.
As difficulty navigating the website became an immediate and obvious pain point in the first round of user research, we wanted to explore design solutions for this focus area.
User Testing
The Approach
We reconstructed the existing user flow of the navigation system to be simplified and condensed, then designed an interactive menu with the aim to be more intuitive than the original navigation system.
The menu prototype used for testing was developed and designed based on feedback received from interviewees as well as best practices identified through a competitive analysis.
User Testing
Our redesigned navigation system: a single component for both desktop and mobile, existing as a vertical dropdown menu with nested components and packaged with ADA compliant colors and fonts.
User Testing
Here is what our redesigned navigation system may look like on the Henry Ford homepage.
User Testing
We tested participants that resembled various considerations of our
personas, while observing them interact with the testing component to see
if previous pain points were ongoing and if new ones emerged.
User Testing Findings
User Testing Recommendations
Following observation of the three users, the following are the recommendations for the next iteration of the menu prototype:
Play Testing
Fun at “First Click”
We developed and observed our participants on the “Which Henry Ford Hero Are You?” quiz, a lighthearted ten question personality test that matches characteristics relevant to the participant to that of a historical figure featured at The Henry Ford Museum of American Innovation.
The quiz was developed as if it were featured on The Henry Ford’s website. Following the quiz, an exit survey was issued to each participant to complete regarding their experience taking the quiz.
Play Testing
Entertainment doesn’t have to only take place onsite, it can start online.
This quiz is our subtle nudge towards the notion that The Henry Ford Museum is for anyone and everyone.
Play Testing Components
Play Testing Findings
Play Testing Recommendations
End.
the Henry Ford
Credits
Madeline Allen:
Jesse Sanderson:
Erika Suchecki:
Additionally, all three group members met twice weekly to discuss ongoing work, worked on putting together the slideshow, and maintained contact on Discord.
Acknowledgements
Madeline, Jesse, and Erika would like to extend our appreciation to the following people for their roles in helping us with this project: