Ethnographic Research: Uncovering Customer Behavior

Hey there, I'm Malia!

Senior UX Researcher with multi-disciplinary experiences in tech, non-profits, and learning experiences.

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Ethnographic Research: Uncovering Customer Behavior

As Lead Researcher, I developed and executed a project to better understand customer behaviors and motivations when visiting a particular space at the LBJ Wildflower Center. Guests were observed and interviewed to discover trends behind their actions and the motivations that guide their behavior while in a particular space. These insights provided guidance and certainty with the museum’s future planning.

LBJ Wildflower Center needed confidence to know how to transform the Visitors Gallery

In a period of budget cuts, the Center needed to know how best to transform the space into an area that will increase utilization and participation of the space by guests.

 

Observations of 50 visitors and interviews with 14 individuals were conducted over a period of 2 months.

Observation Tool
Interview Guide

Key findings included:

  • Visitors spent less time than expected within the space (8 mins on average)​
  • Visitors were confused and overwhelmed by the exhibit pieces available (too much text and lack of direction)
  • The gallery did not inspire visitors to engage in conversation at all
Recommendations based on my findings gave stakeholders the confidence to move forward with their plans for the space
I developed several recommendations based on these conclusions:
  • Update the content in the exhibit pieces so that they’re current and more engaging
  • Repair interactive pieces (they were damaged but still on display)
  • Repurpose the Visitors Gallery altogether to be a lounge-type space rather than an exhibit space
While the Visitors Gallery was seen as an important area by stakeholders, visitors were clearly telling otherwise. In a period of budget cuts, it was unwise to move forward on expensive repairs and changes in a space that was underutilized nor serving its intended purpose. Instead, the space has been repurposed as a lounge area that could be rented out for events. The exhibit pieces were moved to other areas in the Wildcenter Center that had more success as a learning space.

These case studies represents only a small fraction of my work.

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