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Elevating Visitor Experiences

Enhancing visitor’s learning experience with interactive engagement at the Chicago Architecture Center

Qualitative Research

Mixed Methods Research

User Experience

Research Synthesis

5 min read

Team: Jerick Evans & Mrinal Bhatia

Timeline: 7 weeks, Spring 2023       

My Role: Insight & Project Lead | Researcher | Strategist

Executed: User Research |  Observation | Interviews | Intercepts |                 In-Context Interview | Research Synthesis | Design                     Principles | Recommendations        

Setting

Unveiling design discovery & legacy at the Chicago Architecture Center

Embracing innovation for visitor experience

The CAC inspires people to discover why design matters. It is devoted to celebrating and promoting the city as a center of architectural innovation, inspiring people to participate in the building of vibrant communities. To meet its vision, CAC needs to embrace various interactive tools and technologies to enhance a seamless and inclusive visitor learning experience.

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Goal 1

Educate and inspire people of all ages to take active roles with the built environment to attain the communities they want, need and, deserve 

Goal 2

Represent the diversity of Chicago through everything we do  

Goal 3

Embrace digital tools and virtual experience to bring Chicago's architecture to people everywhere

User needs

Unleashing curiosity in Chicago's exploration

Visitors seek purposeful themes, diverse learning, and engaging explorations

Visitors to the CAC are eager to explore Chicago's essence, delving into its history, architecture, and cultural fabric. They seek diverse learning modes, craving clarity in instructions for hands-on engagement. The allure lies in experiences that spark curiosity, making each visit a journey of discovery. Understanding Chicago's facets and adopting effective learning methods are paramount, as visitors yearn for immersive encounters that leave them enlightened about the city's stories and intricacies.

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User needs

Exploring diverse perspectives and preferences in visitor experiences

Short Visits

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Visual Explorers

Prefer content to be less text heavy

" Maybe different languages. So more people can understand everything . For eg, my father doesn't speak english. Can also only look at pictures."
                       - Illeana, CAC Visitor

Experiencers

Prefer clear instructions & purpose given for using an artifact

" I do really like to touch and engage with things ."

     - Mary Leonard, CAC visitor

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Passive Learning

Active Learning

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Visual Learners

Prefer detailed information

" I find myself wanting more texts sometimes...."

     - Bridget, Field Museum Visitor

Sensorial Learners

Kinesthetic learning  enhances memory retentions

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" ....Wow! You are walking through what looks like the river. So you're in the river as if you're on a boat that's, & that was pretty cool."

          - Joe Hanna, CAC Volunteer

Personal journey for every visitor at CAC

At the CAC, the diverse range of visitors falls into distinct categories, each seeking unique experiences. Visual Explorers delight in visually rich content, while Experiencers thrive on clear instructions and purpose for hands-on engagement with artefacts. Visual Learners are drawn to detailed information, and Sensorial Learners enhance their memory retention through kinesthetic interaction. CAC caters to all, promoting immersive learning through hands-on engagement with architectural facts and statistics.

Long Visits

Barrier

Challenges in visitor engagement approach

Visitors seek purposeful themes, diverse learning, and engaging explorations

Visitors to the CAC are eager to explore Chicago's essence, delving into its history, architecture, and cultural fabric. They seek diverse learning modes, craving clarity in instructions for hands-on engagement. The allure lies in experiences that spark curiosity, making each visit a journey of discovery. Understanding Chicago's facets and adopting effective learning methods are paramount, as visitors yearn for immersive encounters that leave them enlightened about the city's stories and intricacies.

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“How might we enable Chicago Architecture Center to integrate diverse interactive tools and technology for a more seamless and inclusive visitor learning experience?

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Desired state

Meaningful and enriching connection to Chicago exploration

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Future beckons- Embracing varied learning, clear engagement, and internalized experiences.

In the envisioned future at CAC, visitors eagerly embark on immersive journeys, delving into Chicago's rich history, architecture, and cultural layers. The desire is for diverse learning modes and clear instructions, enhancing hands-on engagement and sparking curiosity. Each visit becomes a captivating exploration, unraveling the intricacies of Chicago. The paramount goal is the adoption of effective learning methods, offering immersive encounters that leave visitors enlightened about the city's compelling stories and details, fulfilling their desire for a truly enriching experience.

Solution

Fostering inclusive learning strategies at Chicago Architecture Center

Enhancing visitor engagement through mode-specific learning strategies at CAC

Tailoring strategies for the unique preferences of Visual Explorers, Experiencers, Visual Learners, and Sensorial Learners is paramount. By honing in on specific approaches for each user mode, CAC can foster effective learning, ensuring inclusivity and a seamless experience. Embracing diverse modes of engagement aligns with the varied learning styles of visitors, enriching their exploration of architecture and creating a more personalized and enriching visit to the Chicago Architecture Center.

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Enriched visitor centric journey for enlightening and purposeful engagement

Adopting diverse strategies, CAC unveils an envisioned future

To manifest the envisioned future, CAC could adopt three key strategies. First, a Communication Strategy employs Design Principles for each user mode. Second, a Content Strategy balances information on built environments, nature, and human interaction. Third, an Experience Strategy ensures ongoing post-visitor engagement, integrating Design Principles for a holistic approach. These strategies collectively propel CAC towards an enriched future, aligning with diverse user preferences and sustaining meaningful interactions.

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Content

Experience

Communication

Design Principles

Optimizing Learning:

Communication Strategy

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  • Hands-on interactive engagement with facts and statistics, to make learning meaningful.

  • Multiple seamless interactive modules, to enhance learning experiences. 

  • Artifact experimentation with clear instructions for use & purpose, for deeper learning experiences & meaningful takeaways.

  • Variation of textual content in exhibits, to make the information more digestible for all visitors.

Expansive Narratives: 

Content Strategy

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  • Contextual information from history and peripheral suburbs beyond the city core in content, to spark more interest in the minds of the visitors.

  • The content to include the infrastructural changes that impact behavior & lives of communities to ensure inclusiveness and involvement of communities.

  • Provide for personal takeaways and connection, to make CAC visit an enabler for personal growth.

Empowering Engagement: 

Experience Strategy

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  • Ability to choose about the topics of future exhibits to build a strong engagement with CAC.

  • Ability to sign-up for a continued education based on the exhibit attended to continue strong engagement with CAC.

  • Incorporate post engagement experiences to build nostalgia so that the visitors have a desire to return.

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Impact

Implementing design principles at the Chicago Architecture Center ensures achievement of the 2025 goals and delivers seamless, inclusive experience desired by visitors, through meaningful and enriching exploration.

Approach

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Research Plan 

Straight Interview with CAC

Code

Straight Interview with Mary

Code

Code

Experience 
Principles

Intercepts at CAC

Code

In-Context Mindworks

Create user mode using 2x2 grids

In-Context
CAC

Communication
Principles

In-Context
Field Museum 

Card
Sorting 

Content 
Principles

Understand Client & Context Plan 

Research Method

22 Hrs

22 Participants

12

Intercepts

7

In-Context

2

Straight

1

Elicitation

Interviews

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Jose & Mary,

CAC Visitor

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Illeana,
Foreign Tourist CAC

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Sophie, Simon, Lea Field Museum Visitor

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Bridget,
Field Museum Visitor 

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Kamaryn,

CAC Visitor

Annette,
CAC Volunteer

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Joe,
CAC Volunteer

Kendra, Visitor

Mindworks

Kat,
Researcher Mindworks 

Further Exploration

Thinking further on the design principle recommendation, it becomes evident that co-creating a strategic roadmap, encompassing short-term, mid-term, and long-term action plans, is a valuable approach to realize the goals by 2025.

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Nicole Kowrach

Senior Vice President of Education & Audience Engagement, CAC

Eve Fineman

Director of Exhibits, CAC

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Mary Leonard

CAC Visitor
Educator, Videographer

Let's connect to elegantly solve complex challenges -by design

Mrinal Bhatia

+1 (630) 675 0765

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© Mrinal Bhatia. All rights reserved.

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