Platform

Mobile App

Duration:

1 month

Methods

Market Research, Competitive Analysis, Survey, Brainstorming, Sketch, User Flow, Task Flow, Site Map, Wireframe, User Testing

Project Overview

The focus of this app is to adhere to an immersive museum user experience. The target audience for the app are young adults and seniors. 

Overview

The Museum of Modern Art (MoMA) is a renowned art museum in New York City, hosting a vast collection of modern and contemporary art. MoMA sought to redesign its mobile app to enhance visitor engagement, provide better accessibility to information, and offer a seamless digital companion to the museum experience.

The first step to this design was to analyze the flow and overall appeal of the app. After that my job was to simplify the process as much as possible and make it intuitive for the users, as well as improve the visual appeal of the entire app. The most important part of the project was designing the onboarding flow ensuring a smooth experience for the user. 

One of the first steps was to look at the current way the app was structured to make sure there aren't any problems in the flow. I then decided to ass an onboarding flow and tidy up some minor interactions. 

Company

Objectives

  1. Enhance Visitor Experience: Provide a user-friendly and engaging digital guide.

  2. Increase Accessibility: Ensure information is easily accessible to all users, including those with disabilities.

  3. Boost Engagement: Incorporate interactive features to encourage longer and more frequent visits.

Research

Methods:

  • User Interviews: Conducted with 25 visitors to understand their needs and challenges.

  • Surveys: Distributed to 100 museum-goers to gather quantitative data on app usage.

  • Analytics Review: Analyzed existing app usage data to identify pain points and areas for improvement.

  • Competitor Analysis: Evaluated other museum apps to identify best practices and innovative features.

Navigation Issues: Users found the app's navigation confusing and struggled to find specific information.

  1. Content Accessibility: Users wanted more detailed information about exhibits and artists, accessible in multiple languages.

  2. Interactive Features: High demand for features such as audio guides, AR experiences, and personalized tours.

Findings

Research Objectives:

  • Define common behaviours when using the MoMA app and website.

  • Identify what makes a museum app experience satisfying.

  • Determine users’ biggest frustrations with the MoMA app.

  • Establish standards for museum apps.

  • Understand user needs and identify areas for improvement.

Market Research: To gather extensive feedback on the existing app, I reviewed user comments on the Google Play Store and iTunes Store. I focused on missing features, feature issues, recent updates, overall experience, and user interface.

Competitive Analysis: I analyzed top museum apps to understand their strengths, weaknesses, and similarities. This helped provide a better overview of industry standards and potential improvements.

User Expectations: Using surveys and interviews, I gathered insights from 30 respondents (8% of whom used the MoMA app). This helped clarify user expectations, needs, and most common actions.

Survey Insights:

  • 32% of respondents are familiar with museum apps.

  • Most users frequently use the app for exhibit information and navigation.

  • Desired features included better navigation, more detailed exhibit information, and interactive elements.

1. Understand

Group Brainstorming: I conducted a rapid ideation session with MoMA app users to generate a wide range of ideas. Key questions included:

  1. How can the MoMA app improve the daily lives of its users, especially those unfamiliar with digital tools

  2. What personalization features would enhance the user experience?

  3. How can the app better handle unforeseen and unusual situations?

Business and User Goals: Business:

  • Maintain a competitive edge in the museum sector.

  • Improve user engagement and retention.

  • Enhance visitor satisfaction.

User:

  • Quickly access exhibit information.

  • Easily navigate the museum.

  • Receive personalized content and alerts about new exhibits and events.

Information Architecture: I listed the initial features of the app and reorganized them to optimize information access. Features were prioritized based on usage patterns identified through surveys and interviews.

Interaction Design: I created task flows and user flows to visualize how users might navigate through the app. These tools helped ensure the information was organized intuitively.

2. Define

3. Ideate and Prototype

Wireframes:

Low-Fidelity I sketched the main screens, focusing on a structure that meets user needs and aligns with MoMA's objectives. These sketches served as the foundation for digital wireframes.

Mockups:

High-Fidelity Using Figma, I created high-fidelity mockups that adhered to MoMA's design guidelines. This included incorporating brand elements and ensuring the design was visually appealing and functional.

Prototype: I developed an interactive prototype to demonstrate the app’s functionality and user experience.

5. Visual Design

6. Outcome

Usability Testing: I conducted usability tests with 15 participants using the prototype. The testing formats included remote sessions using Zoom and in-person sessions with screen recording.

Test Scenarios: Participants were asked to:

  1. Find information about a specific exhibit.

  2. Navigate to the museum map.

  3. Use the interactive features (e.g., AR experiences).

  4. Customize their app experience with alerts and personalized content.

Analysis and Interpretations: Participants successfully completed all tasks, though some found navigation to the "interactive features" section confusing. This feedback guided further refinements.

Recommendations:

  • Add quick access to interactive features.

  • Improve the search functionality.

  • Incorporate more detailed exhibit information.

To maintain brand consistency, I followed MoMA's design guidelines and enhanced readability by addressing ergonomic constraints. I also ensured the design was accessible to users with visual impairments by using tools like Sim Daltonism, Hexnaw, and Colorable.

Style Guide: I created a comprehensive style guide and design pattern collection, including new icons and buttons designed for the app.

4. Test

Learnings: User tests with incomplete prototypes can frustrate users; providing complete contexts is crucial. Including end-users in every phase of the project is vital for achieving the best outcomes.

Surprising Insights: The brainstorming session highlighted the diverse needs and expectations of users, reaffirming the importance of user-centered design.

Challenges: Balancing the needs and expectations of users with business objectives and development constraints was challenging but ultimately rewarding.

Favorite Design Process: Implementing user tests and observing real-time feedback was the most valuable and engaging part of the process.

Future Actions: I plan to continue this project by showcasing additional screens, performing more usability tests, and incorporating further recommendations into the prototype.

CONCLUSION + LESSONS LEARNED

Reflections + What I would do differently

  • Be cautious, but never assume. As it is my goal to design with as much empathy as possible, this project made me learn to be extremely sensitive with topics that deal with meeting users accessibility needs.

  • Experiencing the problem first hand is the best research. Although I was not able to collaborate with my local museums to the extent I desired, it turned into a riveting exercise to empathize with user needs through first-hand interviews.