Ethnographic research into museum visitors’ information-seeking behaviours
Client
Powerhouse Museum (Museum of Applied Arts and Sciences)
Timeframe
January 2022 - April 2022
Role
Lead Researcher
Engagement
50+ online interviews with staff, visitors and partners
“I like to see museum websites that reflect the theme of the venue by being uniquely creative.”
— Research participant
Objective
To understand how digital design and functionality of museum websites best enables museum visits, engagement with museum collections and shows, and visits to other attractions nearby.
Methodology
We adopted a human-centred design approach, engaging over 50 individuals—including staff, visitors, and community partners—to gather diverse perspectives.
Phase 1: We reviewed materials such as community engagement reports and digital strategies to understand current attitudes towards the museum's sites and programs.
Phase 2: Through online interviews, we explored the needs and expectations of various stakeholders, focusing on urban and regional visitors, including Aboriginal and Torres Strait Islander peoples and those from culturally and linguistically diverse backgrounds.
Phase 3: We synthesised our findings into a design guide and developed user stories to assist design and technical teams prioritise features that cater to the identified audience needs.
Outcome
Our research laid the groundwork for a user-centred digital platform that mirrors the Powerhouse Museum's cultural significance. Our Design Guide aligned the diverse preferences of the museum's audience with specific website design and experience features, particularly personalised online experiences. As this approach will lead to more profound connections between the museum's physical and digital spaces, visitors will be encouraged to engage more actively with its programs, collections, and events, in situ and online.
This project underscores the importance of understanding visitor behaviours and expectations to create digital platforms that resonate with and serve the community.