The app offers a great deal of guides but it somehow seems confusing to users at first glance and difficult to know what the app has to offer. And it took users some time to complete tasks such as looking for an exhibit, purchasing tickets...etc
I went on App Store to see what users feel about the current app, I began wondering how could the app make onsite experience better?
In order to understand the problem more clearly and to set success metrics for the project, I decided to test users time on task and task completion rate.
The redesigned app achieve 84% of the completion rate and has a decrease of 40 seconds of time on task.
In order to better understand the problems visitors might face in the the current museum, I performed competitor analysis to observe what current museum apps are offering.
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I also did an ethnographic research when I visited SF MOMA on Saturday, 09/25/2021.
Visitors were asked about their overall experience when they visit museums and if any frustrations occurred.
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After the observations from SF MOMA, I interviewed a total of 6 people I recruited online to do a more in depth interview regarding the experience while using the app.
I looked back my research and started categorizing visitors into different types by their intention of visiting.Ā I categorized different types of museum visitors and decided I should focus on visitors who are attracted to object experience and emotional exploration.
And after that I conduct another round of user research again, used screener survey beforehand and did an additional diary study afterwards.
After taking notes and documenting observations and interviews, I put down insights and then grouped them to find overlaps.Ā
I map out the visitorās journey andĀ marked where the app could come into play and hopefully- find opportunities.
These findings are valuable as they help me define objectives for how I can design for success. From understanding the visitor's perspective, I know that I need to provide visitors with:
1. Clear Navigation
2. An Immersive Exhibition
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Users hope the app can boost their engagement on-site and help them better understand the exhibition.
I don't think the app is helping me with my on-site experience.
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-Film School Student
I would love to see all the features all at once instead of having to go through the tabs to see what the app has to offer.
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-Small Business Owner
I wanted to see how that the app changed my understanding or like how it affected my understanding of a gallery that I've seen many, many times.
-Graphic Designer
The map is really hard to use, I spent some time looking for the piece I saw on Instagram.
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-Museum Goer
After organizing the data I collected and brainstorming what's working and what's not, I came up with opportunities and furthermore ideate potential features for the redesign.
In my project timeline I had planned two rounds of usability testing in order to focus on different learnings and drive fast iteration.
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Users get lost in museum and need suggestions regarding directions
Interactive map that shows current location and where the artwork is. Users would be able to search on map and see exhibit details from there.
Users want to purchase ticket on app but couldnāt finish because the page is not responsive and hard to use on mobile devices.
Simplify ticket booking, limit information and action performed on each page
Users want to use the audio guide function but when they enter the app the āEnter Numberā is just confusing.
Search in āTourā for better discoverability, users can choose to listen to audio or chat with an AI artist to learn more about the exhibition.
Users feel like the map does not look interactive.
Linear progress bar means very little for users, they would want to know what to expect precisely.Some error occurred when user cannot tap on the date because the spacing is too small on the calendar.
Some users mentioned that they prefer not using a phone while they are learning about the paintings or art piece.
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Therefore, I decided to expand on concept 3 and design an onsite device to provide tour options for users to improve inclusiveness.
Added chips for categorization and designed a new landing page with ticket-booking CTA.
Simplify ticket booking, segment the booking information and the long form.
Interactive map that shows current location and where the artwork is. Users would be able to search on map and see exhibit details from there.
Onsite interactive device that detects visitors and provide a feature that allows visitors to chat with the artist of the exhibit.
I bumped into several obstacles during this project. While I tried so hard to focus on following the design process I forgot I should be working towards the design goal and design for the target audience.
Often times I have to slow down and organize my thoughts and remind myself of the product goal and not get lost in the midst of complicated processes.
I stepped out of my comfort zone and tried different research methods including ethnographic research and diary studies. Field studies and people watching could help the project a lot!