Exploring Visitor Experiences with Interpretation at the Fine Arts Museums of San Francisco

Experience Design Research
Written By Amanda Krantz

Client: Fine Arts Museums of San Francisco | Location: San Francisco, CA

 
 

We explored walk-in visitors’ perceptions and experiences of interpretation at the Fine Arts Museums of San Francisco. 

OVERVIEW

In 2025, Kera Collective collaborated with the Fine Arts Museums of San Francisco (FAMSF) to explore how visitors make meaning from, perceive, and experience FAMSF’s interpretation (primarily labels). This study used a standardized exit survey to draw generalizable conclusions about walk-in visitors’ motivations, perceptions, preferences, and experiences at FAMSF’s museums (the de Young and Legion of Honor). The survey asked walk-in visitors about their overall experience with FAMSF interpretation, including how they engaged with museum labels; their preferences for label content, label length and font size, and interpretation methods; and whether museum interpretation made them feel welcome and aligned with their needs. 

Overall, this study built on insights from Kera’s and FAMSF’s first phase of audience research in 2024, which used qualitative and quantitative approaches (mobile interviews and a survey) to examine inclusiveness and personal relevance in FAMSF’s interpretation. Both evaluations sought to inform FAMSF’s efforts to develop an institutional framework for interpretation. 

APPROACH

For this second phase of interpretation research, we sought to gather key insights from FAMSF’s large museum-going audience and build FAMSF staff capacity for further research. Thus, we designed an evaluation with two aspects in mind:

  • Standardized Exit Survey: Kera designed a standardized edit survey, sampling plan, and survey protocol. FAMSF’s Interpretation Outreach Associates (IOAs) conducted data collection, collecting 342 surveys from adult walk-in visitors; Kera analyzed survey findings with frequency distributions, summary statistics, and inferential statistics. 

  • Staff Training: Kera provided data collection training and guidance throughout the study. We led a one-hour virtual orientation, onsite pre-test & training, and a one-hour virtual reflection with FAMSF staff and IOAs. These trainings provided tools for FAMSF staff to continually center visitor experience in their museum practice.

CLIENT TAKEAWAYS

Survey results showed that walk-in visitors had a very positive experience with FAMSF’s labels—they found FAMSF’s interpretation enjoyable, user-friendly, and educational. In FAMSF’s galleries, most felt comfortable and welcomed. At the same time, results revealed a few opportunities for using museum labels to encourage open-ended inquiry and incorporating more inclusive interpretive content. 

Walk-in visitors also shared their preferences for interpretation. Most highly valued human-centered, historical, and cultural context in interpretation and were less interested in information like donor information and label authorship. They appreciated labels that helped them better understand visually examine artwork (and the artists’ life behind it). Moreover, traditional interpretive strategies (like wall text, audio, and video) were more popular, but highly engaged (and often younger) audiences appreciated more unconventional interpretive approaches (e.g., responding to art by creating art, touching objects similar to those in the galleries). As for accessibility, a majority appreciated shorter labels and larger font sizes.

Amanda Krantz

Amanda brings more than a decade of research and evaluation with museums as Director of Research + Practice.

Amanda is passionate about informal learning experiences and is particularly interested in helping museums welcome and support all experience seekers and learners.

She enjoys collaborating with the diverse range of clients with which Kera Collective works.  Amanda is energized by learning about the different people and communities that museums across the country aim to engage and helping museums do so through research and planning. 

Amanda serves as the Chair for the Professional Development Committee for the Visitor Studies Association (VSA) and leads the professional development working group.  Amanda previously served on the board of the American Alliance of Museum’s Committee on Audience Research and Evaluation (CARE). 

Outside of work, Amanda serves as Vice President of the PTA at her daughter’s school.  She enjoys being a parent, the therapeutic nature of gardening, and living in a small town in the Poconos. 

Amanda’s favorite cultural institution at the moment is Longwood Gardens because she spends time with her family there at holidays and special events. The Peggy Guggenheim Collection always has a special place in her heart because she interned there.

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