Chicago Architecture Center (CAC) offers architectural and cultural experiences in Chicago
Chicago boasts significant architectural heritage and a vibrant cultural scene.
Chicago Architecture Center (CAC), is an organization dedicated to showcasing this legacy through iconic boat tours, docent-led walking tours, the Open House Chicago initiative, & exhibits. These experiences vividly narrate the story of Chicago's rich architecture and culture.
CAC needs to expand beyond wealthy boomers to capture younger and budget-conscious mass market consumers.
Existing offerings do not resonate with the target groups aspirations & needs, while multiple friction points deter engagement.
Meaningful content that engages & connects the customers is essential
- Interview Participant, 28
" I don’t like walls of text, (...) forget audio guides, give me AR that brings stuff to life! Imagine seeing dinosaurs walk around the field museum with your phone! "
- Interview Participant, 17
" I just want a well-designed exhibit that tells a compelling story. Maybe some interactive elements to keep kids engaged, but don't overwhelm me with flashing lights & gimmicks. "
- Interview Participant, 36
Introducing ChiVistas—comprising CAC app and Neighbourhood of the Month experience unveiling Chicago’s architecture and culture.
CAC App
Neighbourhood of the Month
A signature experience unveiling Chicago’s soul, one neighborhood at a time.
CAC app offers personalized, affordable, and enhanced experiences anytime, anywhere in Chicago
Key features of CAC app
Scan and Experience
AR Experience
Look-up Feature
Features of Neighbourhood of the Month
Neighbourhood Exhibit
Interactive Maps
QR Code Sites
Partner businesses will display QR codes enabling visitors to access CAC content for self-guided neighborhood tours.
ChiVistas strengthens CAC's portfolio of offerings
DESIGN PROCESS
Secondary Research
Cultural centers and museums are using technology, especially AR and VR, to create and enhance visitor experiences
Cultural centers and museums are increasingly using technology to attract and engage visitors. The COVID-19 pandemic accelerated the adoption of augmented and virtual reality, offering more reasons to visit. This tech integration creates new experiences and enhances existing ones.
Primary Research
Observational Research | Straight Interviews : 6 | Contextual Inquiry : 2
Target group needs captivating and inclusive experiences that foster meaningful connections, regardless of age, background, or tech comfort.
CAC aims to tailor its offerings to appeal to a diverse audience aged 18-44. This group seeks captivating and inclusive experiences that allow meaningful connections with the story, regardless of their age, background, or comfort with technology.
Analysis + Synthesis
Target group needs captivating and inclusive experiences that foster meaningful connections, regardless of age, background, or tech comfort.
CAC aims to tailor its offerings to appeal to a diverse audience aged 18-44. This group seeks captivating and inclusive experiences that allow meaningful connections with the story, regardless of their age, background, or comfort with technology.
Ideation + Prototyping
Target group needs captivating and inclusive experiences that foster meaningful connections, regardless of age, background, or tech comfort.
CAC aims to tailor its offerings to appeal to a diverse audience aged 18-44. This group seeks captivating and inclusive experiences that allow meaningful connections with the story, regardless of their age, background, or comfort with technology.
Experimentation and Testing
CAC aims to tailor its offerings to appeal to a diverse audience aged 18-44. This group seeks captivating and inclusive experiences that allow meaningful connections with the story, regardless of their age, background, or comfort with technology.
Experiment 1
Assumption: Users will be able to spot the QR code and be willing to pay for CAC’s services.
QR code led experience was tested on streets of Pilsen.
Participants interacted with the qr code kiosk to scan and learn about the iconic spots in the neighbourhood.
15 Participants
" I would definitely be a member at the CAC for experiences like this as long as it is priced reasonably since I would only really use it if my family or friends came to visit! "
Participant #9
" As a real estate agent showing people different spots in the neighborhood is very important and having an experience like this would definitely help in terms of saving time and me not being there always. "
Participant #8
" Its a very cool experience, I think more people should be doing this. This helps our neighbourhood become more visible, it helps share with others about our culture and traditions and ensures it lives on. "
Participant #15
Experiment 2
Assumption: People are interested in learning about and visiting various neighbourhoods.
A prototype exhibit was placed within the Chicago Architecture Centre featuring content of the chosen neighborhood of Chinatown (chosen for its recent fall in tour engagement)
The exhibit had an interactive element that visitors could interact with to display their interest in a particular spot in the neighborhood.
59 Participants
48 Visitors | 7 Members | 4 Staffs
" I wish my city, (Montreal) had this exhibit since we have a Chinatown "
Participant #3
" Oh man, I wish I had one of these when I visited Chinatown last month "
