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Our project aspires to become a catalyst for elevating the WITF Ready Set Explore events by conducting in-depth usability testing and research. By delving into the user goals, pain points, and event experience, we seek to unearth valuable insights that will drive meaningful improvements. With a keen focus on the unique characteristics of each location—Lancaster, Harrisburg, and York—we envision optimizing the events to offer captivating, educational, and immersive experiences for children aged 3 and above.
The success metric of WITF Ready, Set, Explore was getting up to a 60% of people attending who signed up online + walk-ins avg. around 60-80 people per event.
Reported under Jenn Borden
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Undertaking research during the challenging times of the COVID-19 pandemic, our approach to studying the WITF Ready Set Explore events incorporated an additional focus on addressing the unique circumstances and considerations brought about by the pandemic.
We examined the client's goals for the events within the context of COVID-19, aiming to understand how the pandemic influenced the success metrics and overall event experience. We explored factors such as attendance numbers in light of social distancing measures, participant satisfaction considering health and safety protocols, and other pandemic-related factors affecting the events' outcomes.
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During the initial brainstorming phase, our focus was on identifying the key questions that would shape our design solutions. We took into account both the client's and the users' perspectives, generating ideas that catered to their needs. We explored metrics of engagement, such as the number of views on WITF's content, sign-up rates, attendance rates, and user retention.
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My work
During my involvement in WITF Ready, Set, Explore, my role was to attend the events in person and closely observe the participants to identify any pain points or challenges they encountered. I focused on understanding the onboarding process, including aspects like registration and entry into the event, to ensure a smooth and seamless experience for attendees. I paid special attention to the level of engagement among parents, making note of any instances where they seemed disengaged with their phones or if children were not actively participating, displaying signs of distress or unhappiness.
Moreover, I investigated potential barriers to the event's success, such as the location, the overall setting, and the event's content itself. By identifying and documenting these pain points, I aimed to provide valuable insights that would help enhance the overall experience and address any issues that may have impacted attendee satisfaction.
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The WITF Ready, Set, Explore event in York consisted of three separate locations, each offering different activities and themes. One location focused on outdoor science exploration, another on Spanish cultural activities, and the last one on arts and crafts. However, splitting the event into different places created pain points related to staffing, logistics, and participant engagement. People had to travel between locations, resulting in some attendees missing out on parts of the event, and certain elements were inconsistent across locations, such as different PBS characters being present. Addressing these pain points is crucial for improving the York Ready, Set, Explore event.
One notable pain point of the event was the lack of activities for parents, resulting in many being disengaged while their children participated. Finding ways to involve and engage parents, while also promoting sponsors and the WITF brand, is crucial for improving the event experience.
The pain points observed in the Lancaster event were similar to those in York, but with the advantage of being held in a single location. However, congestion around the arena and confusion between attendees of the WITF event and the baseball game caused entry barriers and difficulties for the staff. Providing tickets for the baseball game as part of the event helped create a proper conclusion. Another challenge was the overwhelming presence of multiple sponsor brands, including WITF, PBS, PNC, and UnitedHealth. On the positive side, the Barnstormers did well by offering various mementos for children to keep. Nevertheless, engaging parents remained a concern.
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The Harrisburg event showed significant improvement compared to the previous ones. Preregistration helped manage walk-in congestion, and the fall-themed activities, such as crafting leaf bookmarks and exploring pumpkins, were well-received. However, some pain points remained. Unlike the Barnstormers event, there was no clear end-state or engagement with attendees after completing activities, hindering social media and member retention efforts. Mementos were also less frequent compared to the Barnstormers. Additionally, the event's popularity was driven by word-of-mouth regarding the availability of free food from sponsored food trucks, leading to wait times and concerns from WITF employees. Overall, there is room for further improvements in parent interactions and leveraging social media for enhanced event experiences.
The upcoming event, "The Science of Chocolate," hosted by WITF at the Hershey Public Library, presents potential challenges, particularly regarding congestion due to limited space at the library. Addressing this issue should be a priority to ensure a smooth and enjoyable experience for attendees. Additionally, focusing on social media and outreach efforts can help WITF promote the event and expand its reach within the community. By leveraging social media platforms and encouraging attendees to share their experiences online, WITF can enhance community involvement and increase awareness of their services. Lastly, improving the end-state of the event by incorporating elements like distributing chocolates or organizing a group picture can help create a memorable conclusion and foster member retention. Promoting these moments on social media can further amplify community engagement. These areas provide opportunities for WITF to enhance the event and maximize its impact.
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Challenges
It was found the biggest challenges with the WITF Ready, Set, Explore process was:
Event Specific:
Other Challenges:
Response
As such with these problems adaptability and response to these challenges is required. Individually, my response consisted as:
Event Specific:
- Common themes such as onboarding, engagement, location, and event logistics for categorization
- Subcategories within these broader topics to narrow analysis were then created such as entry point issues, wayfinding, registration, and such
Prioritizing Problems: High, Medium, Low
- Established a clear criterion for the group; frequency of occurrence, impact on user experience, feasibility of addressing the problem
Subjectivity and Bias
- Collaborated with team members to receive input to broaden perspective
- Spoke with WITF Client
- Included outside perspectives
Other:
Deadlines
- Adjusted timelines as needed
- Breakdown timelines into smaller categories
Limited Resources
- Referred to previous data on these events
Logistics between events
- Planned travel arrangements in advance
- Analyzed event coverage and equipment required
- Maintained clear communication with event coordinators
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In our client project with WITF, we conducted usability testing at the Ready Set Explore events. Valuable insights were gained regarding overcrowding, wayfinding, entry processes, and parent engagement. Recommendations include improving crowd management, signage, check-in processes, and engaging parents. Leveraging social media for promotion is also suggested. Implementing these enhancements will create a more engaging and successful event.