Service System Ethnographic Research:
Cooper Hewitt, Smithsonian Design Museum
Experience from the visitor’s perspective
Introduction
In the afternoon of Jan 29, 2024, our research group conducted ethnographic research at Cooper Hewitt, Smithsonian Design Museum to learn about the service system of the museum. I observed my fellow researcher and myself in the role of museum visitors.
Methodology
The research was conducted in the afternoon of Jan 29, 2024. We used the method of shadowing and observation. While observing my research partner as my research participant, I also observed my own interactions with the services in the museum. We were assigned the role of museum visitors in the observation and switched roles in turn.
We went through the exhibitions, café, gift shop and basic infrastructures in the museum, during which we observed each other interacting with the museum’s services. We then reflected on our actions - why certain decisions were made and our feelings at certain moments.
The research was recorded by taking pictures and notes about touchpoints that interacted with the service system and key moments during the visit. The observation was organized into a visitor journey map. I also sorted a service section diagram of the museum based on the observation.
Journey Map
The journey map summarises the touchpoints and key moments that we encountered during the visit. It records three phases of the visit: pre-visit, during the visit and post-visit. It includes the actions we took and the emotions throughout the journey.
I mapped the in-museum journey into two loops. To visit the museum, we started and ended at the same gate on the first floor. The overall journey was one-way. The main services of the museum were separated. The orientation point separates the exhibitions and education + rest section.
Click on the journey map to see it in detail.
Research Findings
Pre Visit
Before we visited the museum, we browsed the museum’s website to look for their tickets, opening time and location information. We also checked the Pratt Institute website to see if we were eligible for free entry as a Pratt student.
😃 Positive moments
The visit information (opening time and location) is intuitive on the homepage of their website in a bolded style. It was easy to spot on these key information as they are bolded.
Although we did not book the tickets online, we still visited its ticket purchase page. This flow on the website was smooth, and the content was easy to follow and understand.
😣 Pain Points
Overwhelming website content: Since this was our first time visiting the museum, we wanted to know what type of museum it is and what collections and exhibits it has. The content on the website, especially those on the homepage, is too dense. There is not much white space. It was a bit hard to learn about the museum on the website as first-time visitors.
‘🙌 Opportunities
While maintaining the brand identity, the website can have a clearer hierarchy and more white space. This can improve the website’s readability and enhance users/visitors’ first impression of the website before their onsite visit.
During Visit
The During Visit part can be divided into three phases: getting into the museum, visiting the museum and leaving the museum. Since this museum only has three floors, we visited from the ground floor to the top.
Getting into the museum
To get into the museum, we met each other at the museum entrance. Then we started entering the museum, getting tickets and preparing to visit exhibitions.
😃 Positive moments
Smooth ticket purchase: As soon as we showed our Pratt student ID, the museum staff immediately realized our ticket type and printed out the tickets very fast. No other additional conversations or interactions happened. The whole process was smooth.
Combined rest area and museum collection: Shivani was playing with the touchable screen table while waiting for me. This spatial arrangement entertains visitors with the museum’s unique content while providing them with areas to take a break.
Safety: Currently some parts of the museum building are under construction. There was a clear sign on our way into the museum reminding visitors to be cautious.
😣 Pain Points
Confusing signs outside the museum: There were two huge Cooper Hewitt signs outside the museum. Both indicated the entrance of the museum. We were at the separate signs and it took us quite a while to meet with each other and figure out where the entrance truly was. The entrance did not look like a formal museum entrance if there was no opening time sign on it.
Obscure museum divisions: Firstly, the security check felt random and informal. The café’s entrance was the museum’s entrance. The security check was located there at the café, but it didn’t have any signage. We didn’t notice it until we were told to show our bags. Also while we were finding the ticket counter, we had to pass through the café and gift shop to get to the main museum area. We doubted whether this was the correct entrance.
No printed visitor guides: The museum does not provide physical floor plans and exhibition/events introduction pamphlets. We found a QR code to scan and visitors needed to download the PDF of visitor information. The visitor guide was not very visible in the museum. The guide document was not displayed in an accessible format either.
Visiting the museum
Our museum visit includes going through several exhibitions on view, taking a break and using the restrooms.
😃 Positive moments
High accessibility: The museum provides various assistive tools for people with different disabilities to visit the museum smoothly, including braille on walls, large text brochures and audio guides.
High interactivity: Inside the museum, there were many interactive screens and installations, They included touchable screen tables, on which we played with the textiles in the current exhibits. We felt entertained and convenient. It also has a touchable floor map.
Active staff assistance: Although we went on a self-guided tour, there were two museum staff who came to us passionately, introduced the exhibits and recommended tour routes. One staff showed Shivani how to use the interactive screen. Shivani talked to the staff. We had a better understanding of the current exhibits before we started visiting the 2nd floor and above. It was possibly because of fewer visitors on Monday.
Visitor management: In one immersive room, there was a sign saying “5 minutes for each visitor”. This time control can maximize every visitor’s experience to avoid waiting and chaotic lines.
😣 Pain Points
Ticket stickers: We were told to put the stickers on our tickets. However, the stickers kept falling off the jacket. This disrupted our visit because we had to check whether the sticker was there and where it fell many times.
Hidden elevator access: The elevator for visitors is disguised as an antique wooden door. There was only a small sign indicating that it was an elevator. Although it is visually aesthetic, it took us some time to identify it.
Unclear exits: The exhibition route on the first floor was not a single-way. We had to leave from where we entered. The end of the exhibit room was closed. But the sign was not telling clearly about the closed exit. We saw the emergency exit signs but were not sure whether they meant exits for visitors.
Not enough time was given to have context about the exhibits: The museum has huge boards with long stories about each exhibition. However, when we reached the third floor, the museum staff immediately guided us into the intro room before we could read exhibit descriptions ourselves. As visitors without previous knowledge, this was a bit disruptive.
Unexplained icon: One icon kept appearing on the collection descriptions. However, we went through all the exhibits and could not find its meaning. We were confused about the icon.
Leaving the museum
We left the museum after finished the visit of exhibitions. We stayed for a while in the rest area and the gift shop.
😃 Positive moments
Cosy rest area: The museum provides a great setting for the rest area. They placed spun chairs in all rest areas. It was fun and restful. On our way next to the café, there was a warm dining area. It also provides Wi-Fi. The overall environment was quiet and comfortable for visitors to take a break after visiting.
Playful gift shop: The gift shop did not only sell museum merch. It provided sample products to play with. We enjoyed playing the stitching set and tarot cards although we didn’t buy them.
😣 Pain Points
Inconvenient location of restrooms: We were unable to find restrooms during our visit to exhibitions. The restrooms are located on the ground floor and at the museum exit. We had to finish the exhibitions and then walk downstairs to use the restrooms.
‘🙌 Opportunities
Physical guiding tools: It is understandable that the Cooper Hewitt Museum is showing its digitalization. However, it could be accessible if they provide more physical tools for museum visits, such as printed floor plans and visitor guides, instead of displaying QR codes everywhere.
Better wayfinding system: The museum can place more wayfinding signs outside and inside the museum, The signs should be visible and easy to understand. Visitors can be clearer about where they are and get to where or what they want easier.
Giving context for assistive elements: Explanations/annotations should come along with the unfamiliar content (e.g., icons) for visitors. This could reduce their confusion when reading exhibits and artwork descriptions.
Post Visit
The post visit section includes what we did after we left the museum and after we got home and back to normal life. We spent some time outside the museum to plan our next steps and then left.
😃 Positive moments
Rest area outside the museum: The museum provides a rest area with spun chairs and chairs and tables in the garden. We spent some time there to figure out where to go. We didn’t need to stand outside the museum.
😣 Pain Points
Lack of information about upcoming exhibits: I searched for information about upcoming exhibits to plan my next trip when I got home. Initially, I thought there was no upcoming exhibit. However, the exhibit information on the website was on a very low hierarchy. The museum building illustration takes the largest part of the upcoming page. The upcoming exhibit information is in the plain text format below. It didn’t clearly describe what this exhibition was about, mainly introducing the exhibition curator.
‘🙌 Opportunities
Promoting upcoming exhibitions with multiple media and on other channels: Although the upcoming exhibitions may not have much information, they could use existing visual content to promote them. The use of multimedia can increase the likelihood of visitors’ revisit.
Design Principles
💻 Digital Section
Balance the information density and improve the visual design of the website.
Keep the website and social media up-to-date and use multimedia to attract more visitors.
Enhance the website accessibility.
🏫 Physical Section
Refine the wayfinding system inside and outside the museum for visitors to get to the museum and places inside more easily.
Relocate the signs to be more visible and redesign them to be more intuitive.
Provide printed tour guides and other materials as an alternative format to digital visitor guides.
Leave room for visitors to explore exhibitions themselves when the museum is not busy.
Conclusion
This participatory research to the Cooper Hewitt, Smithsonian Design Museum helps me understand the service system of the museum from a visitor’s perspective. The services are smooth in getting tickets and viewing exhibitions. They are doing well in providing accessibility services. However, there are some issues with their wayfinding system and the use of signs. The overall service system is pleasing and convenient for visitors.
After the research, we realized that we only observed the service system from the visitor’s aspect. We were only able to touch upon its external services, and we even missed some services (e.g., ticket purchases and promotional emails). We didn’t get a chance to talk with other staff, but interviewing them would provide us with more resources about how the Cooper Hewitt Museum works. Viewing from other perspectives could give a more comprehensive understanding of the Cooper Hewitt Museum and see more room for improvement.