Case Studies

Visitor Experience Analysis - The National Aquarium, Baltimore

Challenge

At the time NAIB began talking to A Different View they were embarking on a master planning initiative that included evaluating future exhibits, visitor experience and programming all in relation to the overall mission. They were looking for ways to strengthen the emotional connection with visitors specifically to inspire responsible environmental actions. The Aquarium had also some specific challenges regarding the physical side of the attraction and its flow. While they had already identified this issue they were keen to explore scientifically its effect on the visitor experience as a whole and how this could be improved.

The Work

By using Experience DNA™ to evaluate the visitor experience, the analysis revealed how visitors journeyed around the aquarium and where the gaps were in their experience. It further identified the psychological elements (such as skills and senses, emotions, reactions, motion, etc.) that visitors needed or had too much of and at what point in their journey. Recommendations included more rest times by adding components such as a theater, more benches and seats, etc. It also looked at the relationship between pricing, capacity, and learning styles. It gave them solid evidence where not to spend their valuable resources because visitor experience would not be enhanced. By using Experience DNA™, A Different View was able to provide NAIB with quantifiable data which crossed all departments and gave them a checklist to use for future exhibit developments, programming ideas and general visitor enjoyment.

“The Experience DNA Report provided us with a rich collection of information that analyzed components of our current visitor experience, added the profile of US visitors and offered recommendations to help us better match our experience to visitors’ needs and interests. The research helped our cross departmental team really focus on the interplay between capacity, price and experience and how to balance them all in developing our 5 year Visitor Experience plan. The process also gave us some common language about the elements of experience. Looking at our experience through the eyes of visitors of different ages and learning styles gives a new filter to our team as we plan for future experience investments.”
Paula Schaedlich
Deputy Director, Programs & Operations

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