User Experience Evaluation Aspects of Lithuanian National Museums Websites

User Experience Evaluation Aspects of Lithuanian National Museums WebsitesARŪNAS GUDINAVIČIUS, ANDRIUS ŠUMINASMEDIA RESEARCH LAB, FACULTY OF COMMUNICATION, VILNIUS UNIVERSITY

Project

Project title Research on increasing the attractively and optimizing virtual access of Lithuanian national museums (LitMus-Web)

funded by Research Council of Lithuania

implemented by: prof. dr. Pieter van Mensch,

dr. Andrius Šuminas,

dr. Arūnas Gudinavičius

Aim and tasks

The aim is to determine user experience on interacting with museum websites.

Tasks:

Measure and analyze user behavior in websites, determine the browsing speed and ways to the most important spots of interest and most important information for users (on the basis of data of user most visited website parts and expectations).

To find out which National museum website requires most and least time spend to find the information user needs.

To produce recommendations on optimization and improving museum websites interfaces, hereby making museums more attractive to visitors and improving the competitiveness of the museums.

Lithuanian national museum websites

National Museum of Lithuania (NML, www.lnm.lt)

Lithuanian Art Museum (LAM, www.ldm.lt)

M. K. Čiurlionis National Museum of Art (ČNMA, www.ciurlionis.lt)

National Museum – Palace of the Grand Dukes of Lithuania (PGDL, www.valdovurumai.lt).

Data collection

Mobile eye tracking laboratory:

eye tracking equipment (Tobii X2-30 Eye Tracker)

eye tracking software (Tobii Studio 3.2)

Measures

time to first fixation

fixation count

mouse click count

Tasks for participants

find working hours

find ticket prices

find information about exhibitions

Findings: results for searching working hours

C2

N3

D3

C3

C1

D1

N1

N2

V

D2

0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00 80.00 90.00

Average total search time (working hours), seconds

N1 – The Old Arsenal (department of NML),N2 – Kazys Varnelis House-Museum (department of NML),N3 – Jonas Šliūpas Memorial Homestead (department of NML),D1 – Museum of Applied Art (department of LAM),D2 – Pranas Domšaitis Gallery (department of LAM),D3 – Museum of Miniature Arts (department of LAM),C1 – M. Žilinskas Art Gallery (department of ČNMA),C2 – Ceramics Museum (department of ČNMA),C3 – V. K. Jonynas Gallery (department of ČNMA),V – Palace of the Grand Dukes of Lithuania

Gaze plot of user’s way to find working hours information

Findings: results for searching information about the exhibitions

N1 – The Old Arsenal (department of NML),N2 – Kazys Varnelis House-Museum (department of NML),N3 – Jonas Šliūpas Memorial Homestead (department of NML),D1 – Museum of Applied Art (department of LAM),D2 – Pranas Domšaitis Gallery (department of LAM),D3 – Museum of Miniature Arts (department of LAM),C1 – M. Žilinskas Art Gallery (department of ČNMA),C2 – Ceramics Museum (department of ČNMA),C3 – V. K. Jonynas Gallery (department of ČNMA),V – Palace of the Grand Dukes of Lithuania

N1

N2

C2

N3

D2

C1

V

C3

D3

D1

0.00 10.00 20.00 30.00 40.00 50.00 60.00

Average total search time (information about the exhibitions), seconds

Gaze plot of user’s way to find exhibitions

Average overall museum results

NML (N1, N2, N3)

ČNMA (C1, C2, C3)

LAM (D1, D2, D3)

PGDL (V)

0.00 10.00 20.00 30.00 40.00 50.00 60.00

Average total search time for all tasks and all departments, seconds

NML – National Museum of Lithuania LAM – Lithuanian Art MuseumČNMA – M. K. Čiurlionis National Museum of ArtPGDL – National Museum – Palace of the Grand Dukes of Lithuania

Conclusions The best results on searching working hours showed

PGDL and LAM. Worst results showed ČNMA. Clear design matters: user could find information much faster.

On seeking ticket prices the best results showed LAM. Worst results – NML. Third level for placing information = double search time.

Overall best results on searching ticket prices, working hours and information about exhibitions was on PGDL website.

Best: PGDL and LAM. Worst: ČNMA and NML.

User Experience Evaluation Aspects of Lithuanian National Museums WebsitesARŪNAS GUDINAVIČIUS, ANDRIUS ŠUMINASMEDIA RESEARCH LAB, FACULTY OF COMMUNICATION, VILNIUS UNIVERSITY