Let’s disrupt museum experience | Culture & Heritage

Let’s disrupt museum experience | Culture & Heritage

Let’s disrupt museum experience | Culture & Heritage

Executive Summary

Executive Summary

Executive Summary

Created a native app from scratch that transforms museum visits into interactive and personalized adventures, guaranteeing an engaging and exciting experience for users.

The Brief

The Brief

The Brief

“Since the 70s, museums and other public institutions have been suffering a profound crisis. In the heart of this kind of institutions, there’s the mission of making heritage accessible for all. They build the bridges between objects and people, for them to be enjoyed by citizens. How might we help museums and other public institutions bring people closer and fulfill their mission to preserve and activate cultural heritage in the 21st century?”.

To put it simply, how could museums, cultural sites and art spaces become relevant again? We had to use the Design thinking methodology.

Secondary Research

Secondary Research

Secondary Research

The next phase involved secondary research, revealing common themes contributing to the decline in museum attendance, primarily among younger audiences (aged 20 to 40). These themes included perceptions of museums as unappealing, boring, and rigid, as well as concerns about cost and crowding. Additionally, many individuals felt they could access everything online. With this industry insight in mind, we advanced to more in-depth user research.

User Research

User Research

User Research

Building on our secondary research insights, we crafted a focused questionnaire to gain deeper user insights. We then conducted 10 interviews, resulting in a diverse range of responses:

Affinity Diagram

Affinity Diagram

Affinity Diagram

From the interviews, we organized insights into 7 distinct clusters:

  1. Device

  2. Mixed/Immersive Experience

  3. Information Support/UX

  4. Museum/Art Preference

  5. Pain Points

  6. Spatial Environment

  7. Visit Frequency


We prioritized two clusters: "Information Support & UX," which addresses the lack of information about art pieces, making it challenging for visitors to understand their meaning, and "Mixed/Immersive Experience," which focuses on users' preferences for personalized and interactive experiences during museum and art space visits, even in unconventional ways. These clusters were chosen because they were mentioned by all interviewees and have the potential for significant impact. In simple terms, we needed to leverage the Design Thinking methodology to answer the question of how museums, cultural sites, and art spaces could regain relevance.

User Persona

User Persona

User Persona

User Journey

User Journey

User Journey

Problem Statement

Problem Statement

Problem Statement

Mia’s problem could be summarized in: “Young adults with an interest in arts need access to dynamic information on exhibits because they start to visit less when the experiences are disappointing.”. Problem statements can provide clear direction and focus.

Ideation | Crazy 8

Ideation | Crazy 8

Ideation | Crazy 8

MVP

MVP

MVP

MUSEaap is a personalized guide platform aiming to provide young people a more interactive and informative experience through its features. These will include a personalization questions feature, that will result in a personalized route map. Following the route, using a QR code scanner users will be able to access information pages about the content of each part of the exhibition, which could include: image of the exhibit, semi transparent background image setting the context, info about exhibit’s creator, time of creation, cultural background and meaning. By providing an interactive visit, and delivering a personalized adventure, will make users have fun, feel excited and motivated.

MoSCoW Method

MoSCoW Method

MoSCoW Method

User Flow

User Flow

User Flow

Let’s make these ideas a product | Lofi Wireframes | Concept Testing

Let’s make these ideas a product | Lofi Wireframes | Concept Testing

Let’s make these ideas a product | Lofi Wireframes | Concept Testing

The Lofi wireframes were utilized to create a prototype for Concept Testing. We conducted interviews with 5 users, and upon analyzing their responses, we identified certain patterns:


  1. Beyond the Frame Screen: Users had difficulty understanding that the top image provided additional information and context

  2. Artsie Route: Users struggled to comprehend that they needed to click on the dots representing the exhibits

Moving on | Mifi Wireframes | Usability Testing

Moving on | Mifi Wireframes | Usability Testing

Moving on | Mifi Wireframes | Usability Testing

We used Lofi wireframes to build a prototype for Concept Testing. We interviewed 5 users, and their responses revealed distinct patterns:

  1. Beyond the Frame Screen: Users found it challenging to grasp that the top image offered additional information and context

  2. Artsie Route: Users had difficulty understanding that they needed to click on the dots representing the exhibits

We used Mifi wireframes to develop the initial Mifi Prototype for Usability Testing. After interviewing five users, we discovered the following issues:

  1. Beyond the Frame: Users found the image caption unclear and struggled to expand the image for additional information and context about the art piece. They emphasized the need for clearer information and guidance

  2. Artsie Route: Users had difficulties using the map to locate their chosen art pieces. The map's presentation was confusing to them

Mifi Wireframes 2nd Iteration

Mifi Wireframes 2nd Iteration

Mifi Wireframes 2nd Iteration

Usability Testing insights shaped the 2nd Iteration Mifi wireframes in two ways:

  1. Beyond the Frame: We improved the image caption from "Surprise Expandable Image" to "Click to expand surprise image."

  2. Artsie Route: The Artsie Route now displays a concise path for users to follow

Let’s finish it | Mifi Prototype

Let’s finish it | Mifi Prototype

Let’s finish it | Mifi Prototype

Let’s wrap it up! Our Learnings

Let’s wrap it up! Our Learnings

Let’s wrap it up! Our Learnings

The project was interesting and challenging, driven by a human-centered approach that proved highly motivating. Key takeaways include:

  1. Data often yields unexpected findings.

  2. Simplifying the design or solution makes it easier to understand.

  3. In concept and usability testing, UX/UI professionals exhibit different behaviors compared to non-specialists.

  4. Active listening reveals the solutions users truly need.

  5. Effective teamwork produces remarkable results.

Future plans | More Disruption!

Future plans | More Disruption!

Future plans | More Disruption!

User feedback has been instrumental in shaping our vision for MUSEapp's future development. Here are our proposed enhancements:

  1. Enhance the "Beyond the Frame" feature with informative pop-ups. These pop-ups will offer detailed insights about the artist, the creation's location, the model, and external resource links, elevating the overall user experience.

  2. Introduce a "Favorite Art Pieces" feature. This addition enables users to save and conveniently access their preferred art pieces, eliminating the need for taking photos. This enhancement simplifies art collection and organization, resulting in an improved user experience.

Next: Songkick | UI Challenge

Next: Songkick | UI Challenge

Next: Songkick | UI Challenge

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