Getting to know the audience at Hollyhock House
Hollyhock House is a Frank Lloyd Wright-designed building located in Hollywood, California.
It is currently LA’s only UNESCO World Heritage site.
Surfacing audience data from visitor experience
The opportunity
Post-pandemic, Hollyhock House had been focused on reopening and welcoming visitors. Now, with tours running smoothly and the renovation of the nearby Wright-designed guesthouse underway, the team wanted to learn more about current audiences to help inform the overall visitor experience and programming for the new space.
The challenge
Because Hollyhock House didn’t have an existing data collection practice, there was plenty of work to do. Not only did they need to decide what data they wanted to collect, they also needed to figure out how to collect it in a seamless way. We decided to implement two versions of a visitor survey: a digital one via email, and another that captures reactions onsite. Working with their digital ticket purchase platform, we also looked at passive ways they could collect data.
The project
I collaborated with Hollyhock House staff to kickstart their first data collection effort. The project began with a series of stakeholder interviews to clarify what data they wanted and why. Then, an experience audit and analysis identified locations where they could collect that information in a way that was effective, seamless, and respectful of their audience and the Frank Lloyd Wright brand.
I delivered a set of recommendations for survey implementation based on the opportunities and limitations within their current tech stack, the guest flow on the site itself, and marketing and brand best practices.
Final project deliverables included email copy, a comprehensive survey draft, recommendations on implementation and data management, and an editable visitor experience map to guide future activations.
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Stakeholder interviews
Prioritization session
Survey questions draft
Data management recommendations
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Digital and onsite audit
Implementation recommendations
Visitor journey map
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Email copy
Brand and social recommendations
Visitor journey map
I wanted staff to have an editable model of the visitor journey that they could continue to examine and update. This map documents the journey from discovery through the post-tour experience.
Icons show where staff interactions take place, and where opportunities exist to further activate the brand, collect data, and offer newsletter opt-ins.
