The Broad
Competitive Analysis of Digital Queuing Solutions
Role
UX Researcher
Methodology
Competitive Analysis of direct and indirect competitors
Team
Individual
Introduction
Yayoi Kusama's Infinity Mirrored Room - Souls of Millions of Light Years Away has been a staple installation at The Broad since the museum's opening in 2015. To accommodate the thousands of visitors lining up to view the Infinity Mirrored Room daily, the museum implemented QLess, a virtual queuing system. This is a first-come, first-serve, in-person-signup-only system, where visitors can attempt to secure a reservation by arriving at the museum as close to opening as possible. To improve the process in place at the time, I conducted a competitive analysis of digital queuing systems being implemented by other museums and high-traffic tourist destinations. Competitors in the analysis include Disneyland's MaxPass and the Museum of Old and New Art's Queuer.
Looking at both direct and indirect competitors allowed me to examine what systems are currently in place, and what the best practices could be moving forward. By reducing the time and stress of waiting in queues, visitors will have more time to experience and enjoy the artwork.
QLess in Use at The Broad: Pain Points
Initial Time Estimates
QLess both overestimates and underestimates wait times, and also does not show the estimated wait time until the user already completes the sign-up process. As a result, users complete the sign-up process only to find out that the estimated wait time is too long for them.
No International Numbers
The system does not accept international numbers, and therefore a large number of traveling visitors do not receive text messages when it is their turn to view the installation.
Wait Time Updates
Visitors have the ability to respond to their initial text with the letter “S” to receive status updates. However, this is a hidden function that is not explicitly stated. These updates are also often inaccurate, which hinders users' ability to plan out their visits.
Carrier Incompatibility
Due to occasional unexpected carrier incompatibility, visitors are never notified when it is their turn to view the installation.
Overview of Competitors Examined
Direct Competitors
Indirect Competitors
The Queuer at the Mona is available through the museum's app, and is unique for its location-awareness and elastic system.
Disney's MaxPass is a one-stop-shop for reservations, maps, and wait times at Disneyland Park.
Waitwhile caters to the museum space and features a kiosk sign-up system, live updates, and 24/7 support.
Six Flags' THE FLASH Pass is a wristband that allows guests to make and view ride reservations.
Introduction to Direct Competitors
Why look at The Queuer at the Mona and Waitwhile's Museum Queue Management System?
The Broad's implementation of a digital queuing system sets it apart as a pioneer in the museum field. Currently, not many museums utilize forms of digital line management (with the exception of virtual ticketing systems for entrance), and other institutions have therefore looked toward The Broad when considering their own future systems.
Moving forward into my competitive analysis, I chose to examine two systems in place that specifically cater to museums. First, The Queuer was tailor-made for the Museum of Old and New Art, and including it in my competitive analysis provided me with an invaluable look at both the benefits and hurdles of building and using a proprietary system specifically made for an institution. Waitwhile's Museum Queue Management System is comparable to QLess as an already-existing system that businesses can employ. Looking at Waitwhile allowed me to see how a competing system tackles similar problems to QLess, but through a service more specifically advertised to museums.
Direct Competitor #1: The Queuer at the Mona
The Queuer is a digital queuing system available to visitors through Mona’s “The O” app, which is accessible through personal smartphones or through iPod Touches distributed at the museum. The system was created by Art Processors, an experiential design consultancy that specializes in creating immersive visitor experiences for museums. In its inaugural year, The Queuer saved visitors over 1,798 days of waiting in line.
Queuing Through the O App
Seamless Experience
The O contains maps, ticket information, and the digital queuing system – everything is available in one place.
No Kiosk Sign-up
Some visitors have a difficult time using smartphones and iPods. Having a physical kiosk where staff members can tangibly help them sign up would make the system more accessible.
Location Aware
Calculates location, distance, and subsequent movements into wait time. Visitors who are close by can jump ahead in the queue.
No Interuptions
Visitors who are at the Museum Cafe have an uninterrupted experience - they are only notified that they are at the front of the queue once they are done eating.
Visitor Interface
1
Does not indicate how much time the visitor has to arrive
2
Gallery location visible
3
Ability to view more information
4
Wait time visible
5
Displays number of people under reservation
6
Ability to leave queue
Staff Interface
1
Number in party represented through icons of people—this can get cluttered and difficult to decipher for a larger group (for instance, a group of 8 would require staff to count 8 icons of people).
2
States whether visitor has been summoned, is waiting, or is busy.
3
States the last location of visitors, indicating to staff how far they are, and if they may be pre-occupied.
4
Staff can see the battery level of the devices of visitors; this is especially useful to know when visitors’ phones are almost out-of-battery, so that they can be properly notified before then.
Direct Competitor #2: Waitwhile
Waitwhile's Museum Queue Management System works with museums to save visitors time waiting in physical queues. No app is required–museums have the option to offer sign-up through their website, text messaging, or a physical kiosk.
At a Glance
Live Updates
Visitors can tap a link to see where they are in line and view a live queue.
Kiosk Sign-up
Having a physical kiosk where staff members assist visitors makes the system more accessible.
Two-Way Messaging
Visitors can reply and send messages, letting staff know if they are running late.
24 Hour Support
Waitwhile offers 24 hour support, meaning if the museum encounters a problem with the system, they can contact Waitwhile at any time of day to resolve it.
Staff Interface
1
Ability to search for visitors in queue, simplifying process for staff when the queue is long.
2
Shows how many visitors are under the reservation, and what their wait time is.
3
Notification and messaging icons are the same color—this can potentially make it difficult for staff members to differentiate between the two at a glance when they are multi-tasking during busy, high traffic times.
4
Wait time is small and located on the bottom of the screen, making it difficult for staff to notice at a glance.
Introduction to Indirect Competitors
Why look at the digitial queuing systems of theme parks?
Digital queuing systems have only just begun to emerge in the museum sphere. Therefore, looking toward other types of high-volume institutions uncovered ways to adapt and improve upon The Broad's solution moving forward.
For decades, theme parks have utilized digital queuing systems for ride line management to accommodate tens of thousands of daily visitors. How do Disneyland's MaxPass and Six Flags' The FLASH Pass handle time estimates? How do they deliver information to visitors (through a website? Through an app? Through text messaging?) How do their systems aid in time management and help guests plan their visits? Examining how visitors are queued and organized at such large scales through long-established systems inspired new ways for the museum to approach the problem space.
Indirect Competitor #1: Disney's MaxPass
Disney's MaxPass is a mobile application that allows visitors to secure FASTPASS reservations using their devices, as well as access upcoming reservations, dining options, maps, and photos.
At a Glance
Exclusive to Disneyland Resort
Unlimited PhotoPass downloads throughout
the day
Serves as a one-stop-shop for personalized
visit information
Enables visitors to make FASTPASS reservations on their devices
The Interface: Map and List
1
States the location of each ride and how long the wait is for the physical line, offering planning information at a glance.
2
Specifies which rides are available for FASTPASS, and what the current return time is with a FASTPASS reservation. This feature also gives visitors planning information at a glance.
3
States both the standby wait time and FASTPASS return time side-by-side, allowing guests to formulate their best plan.
4
As the guest scrolls, more information is offered about the ride. This also assists with the planning process—the guest does not have to physically go to the ride to learn its details and specifications.
The Interface: Linking Tickets
The ability to both buy and link already existing tickets bolsters the Disneyland app as a one-stop-shop for planning needs during a visit to the parks.
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Tapping “Link Tickets & Passes” allows the guest to easily scan the barcode of their ticket to link it to the app.
‍
Those with linked tickets for that day can purchase MaxPass and begin booking FASTPASS reservations.
Indirect Competitor #2: Six Flags' THE FLASH Pass
The FLASH Pass is worn as a wristband around Six Flags parks, granting visitors the ability to bypass lines during their visit.
At a Glance
Exclusive to Six Flags parks around the country
Up to six people can be added under one pass (prices increase)
Three levels of THE FLASH Pass at different price points
THE FLASH Pass is worn on a wristband at the parks
The Wristband at the Parks
There are signs by each ride indicating THE FLASH Pass entrance, providing guests with clarity
Wristband allows guests to freely ride roller coasters and navigate around the park without having to carry anything too bulky.
The Wristband Interface
Wristband states ride reserved, number of guests, and wait time, supplying users with key information that they will need in one central place.
The small screen and low contrast (dark gray on light gray) makes the device less easily read.
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Furthermore, tapping and swiping such a small display may be difficult for those with low dexterity or larger hands.
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In the future, it would be ideal to also offer a mobile app in conjunction with the wristband.
Recommendations for The Broad
Based on the competitive analysis, here are some steps that The Broad can take to ensure a more seamless visitor experience moving forward.
In-App Sign-Up
Keep the kiosk, and also give visitors the option of signing up through a museum app—this can be a function only available to visitors with redeemed tickets (similar to how Disneyland's MaxPass links tickets to the app). This will lessen lobby congestion, and incentivize visitors to download the app.
Wait Time Display
When signing up, show the wait time first—that way, visitors can decide whether or not they would like to sign-up and wait it out.
Live Queue
Supply visitors with access to a link that shows a live queue and their place in it.
Optimize Search
When searching within the staff interface, make it easy to see which place a visitor is in line.
Location Sensing
Calculate location and distance into wait time, creating a more elastic, flexible system.
Time Range
Instead of messaging stating that the wait is “X minutes”, indicate that the wait is “between X and Y minutes,” thus giving room for minor over- and under-estimations.
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