Chicago History Museum: User Survey Analysis
CHM: User Survey Analysis UX Strategist: Kwame Lovell
Who did our survey reach?
CHM: User Survey Analysis
Audience Segmentation & Demos:
Audience Segments
CHM: User Survey Analysis
Audience Segments
CHM: User Survey Analysis
Audience Segments
CHM: User Survey Analysis
Demographics: Locations
CHM: User Survey Analysis
Demographics: Gender
CHM: User Survey Analysis
Demographics: Age
CHM: User Survey Analysis
What did they say?
CHM: User Survey Analysis
Impressions:
Visual Appeal
CHM: User Survey Analysis
Average Score: 3.6 (C)
Virtual Exhibit Perception
CHM: User Survey Analysis
Pulled Quotes
CHM: User Survey Analysis
“Would be great for those of us that are far away, I'm in CA”
“I'd love to get a virtual guided tour of exhibits. Always great to hear from the curators. Trolling on my own not so much.”
“A virtual platform would appeal to the intellectually curious folks not ready for large public venues [due to Covid 19]”
“I don't want to do virtual stuff anymore!”
“It would be good for people who can't get out or live outside the Chicago area, but it doesn't appeal to me.”
“I would rather watch a documentary.”
“Great way to make use of technology to share historic perspective.”
“It is difficult to replicate the live exhibits virtually.”
“Sometimes the weather is bad but we need a museum fix---virtual exhibits fit the bill especially if you can supplement with more material than you can consume during a live visit---those small descriptions are small.”
“People not local to Chicago or those with mobility issues can enjoy an in-depth exhibit”
“Cannot get full experience can only see what is on the screen”
“Virtual exhibits allow us to view a larger number of things that might be too much for a physical exhibit at the museum.”
Website Issues
CHM: User Survey Analysis
Pulled Quotes
CHM: User Survey Analysis
“The site is just "okay". I think it could be more sleek and more ADA-friendly, with readable fonts and larger font sizes. I also think adding a "readable" version of the site that can use computer software for hard of seeing people to utilize.”
“White letters on light blue background is hard to read.”
“It’s fine - standard, not necessarily memorable. Didn’t compel me to look around and spend time on the site.”
“Very 'plain vanilla' -- would like to see more variety of summary of what's on display, a calendar that extends beyond just a few days, etc”
“Chicago is a dynamic city and its history is equally compelling and the website in my opinion should capture such nuances.”
“As a member, I should be able to log in on the first screen, which I cannot. The "ordering" process is far more complex than it should be for events like members' special events.”
“There should be a place for Members rather than going to Join. Also it would be nice once I've logged in that it would remember what I've registered for so I don't register twice.”
“The website looks very 2010. It looks like you all are using a Squarespace blog template. It looks very simple looking. Content is not presented in a dynamic and engaging way.”
“So little of the site appears onscreen and it requires a lot of scrolling to find things. Also, not being able to return easily when I accidentally ended up in the shop, I finally figured out that it opened a new tab.”
“It's just kind of clunky, cluttered and unattractive.”
Ticket Purchasing Process
CHM: User Survey Analysis
Pulled Quotes
CHM: User Survey Analysis
“There should be a button on the first page to Buy Tickets.”
“Where is there even a link to buy tickets on the home page?“
“There's a lot of text about what days are free, what levels of admission.”
“I think it warrants a clear call to action on the buy page. Right now you have to go to the menu and then click on admission”
“From the front page I needed to think a moment to realize that clicking on VISIT (of course) would be the quickest way to buy tickets.”
“As a member, it was a bit confusing.”
Ease of Use
CHM: User Survey Analysis
Average Score: 2.9 (D)
What did we learn?
CHM: User Survey Analysis
Takeaways:
Takeaways
CHM: User Survey Analysis
Thank You