UX Research
Overview
• Background
The Hershey Story Museum, a popular attraction chronicling the life and legacy of Milton S. Hershey, currently does not have a dedicated mobile application or an integrated e-ticketing system. Instead, the museum relies on a responsive website to provide information on exhibitions, events, and ticketing. This current digital setup serves as the primary touchpoint for pre-visit planning.
• Project Problem
Users expect a streamlined visitor experience by having a platform for ticket ordering, reservation of specific arrival dates and times, and the generation of an e-tickets for quick and seamless check-ins which the museum website does not provide.
• Project Goal
Design a mobile app that will let users easily find and book museum tickets for the Hershey Story Museum which will affect potential visitors by giving them confidence and saving them time.
• Research Goals
Investigate what steps users currently take to buy tickets and enter the museum, so that I can map the current user flow and identify opportunities for optimization and efficiency in the app design.
Identify pain points with the current website and pre-visit experience, so that I can design features within the new app that specifically address and resolve those user frustrations.
Determine if an in-app e-ticket is desirable, so that the museum's digital offering aligns with modern ticketing standards and meets the competitive expectations of today's museum visitors.
• Methodologies
- Competitive Analysis
- User Interviews
Competitive Analysis
User Interviews
• Overview
Four people were interviewed. Two participants were from middle to high-income brackets in the 20-35 range, and another two were retirees from the 60-75 range. They participated in a moderated usability study of The Hershey Story Museum's website on their phones.
• Affinity Mapping
Research Results
Ticketing, Pricing & Planning
Some users prefer to buy a ticket online and show it at the door. They'd also like to bundle admission with event tickets.
Navigation Architecture
Older users can find the site difficult to use, read, and navigate on a smartphone. There's a need to categorise and consolidate the information presented.
Accessibility & Inclusivity
Some images do not have alternative text available and you have to use Google Translate to get the site in other languages.
TL;DR
There is so much information that it can be overwhelming to users. Mobile optimization can go a long way in converting users to visitors or donors.
Personas
Persona #1
Carol Simmons
Age: 74
Education: Bachelor's Degree
Hometown: Hershey
Family: Married
Occupation: Retired Nurse
Bio
Carol enjoys exploring attractions with her family. She needs a clear, accessible way to learn about exhibits, plan group visits, and get visitor information because she values cultural connection and lifelong learning.
Goals
- Enjoy a comfortable and easy-to-navigate museum experience that accommodates her pace.
- Find authentic, well-curated exhibits that highlight the historical context and philanthropic legacy of Milton S. Hershey.
Frustrations
- Limited entrance times.
- Standing for long periods or navigating crowded, noisy areas.
Persona #2
Nia Gardener
Age: 35
Education: Master's Degree
Hometown: Harrisburg
Family: One child
Occupation: Teacher
Bio
Nia and her son Franklin take family trips once or twice a month. She looks for hands-on experiences that spark curiosity in Franklin. She prefers mobile tools that summarize exhibit highlights, let her see busy hours, and help her plan around her busy schedule.
Goals
- Discover exhibits and events suitable for children.
- Have fun with her family at the museum and not feel rushed through exhibits.
Frustrations
- Inflexible ticket purchasing or required time slots that conflict with her teaching schedule or her son's needs.
- Limited shopping experiences.
User Journey
