I selected 7 of the 16 sites to observe and conduct interviews based on their location, foot traffic, transportation in the area, and whether the sites are well-known. (In fact, I found later in my research that people tend to have a more favorable review of their Freedom Trail experience when they are nearing the end as opposed to in the middle.) This meant I had to understand how visitors are currently navigating and what types of questions they have when they are on the Trail. Special considerations were also given to accessibility in my research because people with accessibility needs are also among the least capable.Īdditionally, my research had to be in-context because the memory of good and bad experiences would be the freshest when visitors are still on the trail. Designing for this type of visitors can ensure the maximum number of visitors served (because visitors with more knowledge and resources can also benefit). This gap is also something I attempted to explain with my research.īecause visitors have varying degrees of preparedness and travel in their own unique ways, I realized redesigning a public experience like this required understanding of those who are least capable at navigating, namely, visitors with the least amount of knowledge about the trail and where they need to go. ![]() For sites such as the Massachusetts State House, up to 90% of the visitors studied said they saw the site but only 10% actually went in. The most frequently visited section of the trail is in the Downtown Boston area (Boston Common to Faneuil Hall), followed by the North End sections (Paul Revere House to Copp’s Hill Burying Ground), and the Charlestown locations (Bunker Hill and USS Constitution).Īccording to a marketing research study from the Freedom Trail Foundation, there is a huge seeing-entering gap for the visitors. Even though the official start of the trail is in Boston Common, visitors can start the trail anywhere traveling in any direction they want. Visitors can choose to walk the trail with a tour guide, join a bus tour, or do a self-guided tour. Most the sites are free to visit, and some charge an admission fee to help with the site’s maintenance and restoration efforts. Each of the site along the Freedom Trail is independently run by National Park Service, City of Boston, or non-profit organizations working on preserving the historical sites. ![]() The Freedom Trail consists of 16 sites from Boston Common to Charlestown and is marked by a line of red bricks extending 2.5 miles on the ground. BACKGROUND ON FREEDOM TRAIL AND VISITOR BEHAVIORS
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