Shedd Aquarium

The brief was to model the existing visitor experience and the to provide input to the visitor experience development plan . The client quoted: "Vision has helped us look at the entire visitor experience as a whole. Many times in planning, we focused on specific psychological elements and the team was impressed with the holistic approach that was used to analyse and interpret the results.” Amy Ritter Cowen, VP Marketing, PR & Guest Services

The Brief
Shedd is one of the world’s leading aquaria, with nearly 2 million visitors a year alonside a strong mission, values and brand. They wanted a better understanding of their visitor experience. We used X-MOD, a sophisticated visitor experience modelling tool, as a methodology, giving them a scientific understanding of how their visit compared to the experiences different ages of visitors are looking for.

Key tasks
Shedd was planning a visitor experience development plan and Vision was asked to assess the impact of the changes by using Vision’s proprietary visitor experience modelling software X-Mod.

The Result
From this analysis, Vision XS were able to give clear recommendations on how to improve current and future exhibits and achieve better understanding of capacity and value for money.