Our extensive research highlights a huge opportunity to improve experience for people with limited art background or have restrained learning experience. These people also account for the majority of the museum goers. Thus we decided to target younger audience with little art background and created a persona to help us identify meaningful deisgn opportunities.
The user pain points and opportunities that we identified along the way helped us set a few design boundries and goals.
Gamify museum experience, break down information, increase engagement
After a couple rounds of concept generation sessions, we settled on creating a web-based mobile product. We chose to pursue mobile experience rather than creating additional hardwares due to the fact that there is unbeatable mobility and interaction advantages. Carrying extra hardwares will eventually cripple users' experience and deliver very limited interactions. And a web/browser-based application is more convenient than downloading an app that most users might feel reluctant to.
Quick user testings conducted with in-museum visitors drive us move quickly through rounds and rounds of iterations. From the paper mock-ups test to low-fi mock-ups, and eventually hi-fi mockups, we conducted all of them in real environments. RISD museum internal structure is particularly complex so it was a good environment to test how well the application guide the user and how long it would take a user to achieve their goals.
The experience evolved into a art-finding journey after several iterations. And we were able to solve problems by breaking up information, generating personalized journey route, and making learning experience less tedious.
Initial information architecture and user testing
Final user flow and hi-fi mockups
For early user testing, we utilized simple paper mockups test and card sorting methods to help us understand the architecture and task flow of the product. At later stages, we conducted qualitative behavioral user testing with random users as well as A/B testing on a few feature sets. A total group of 14 people were invited to go through the final test.
After picking out some of your interested artworks from the museum collection, MMAP creates a personalized journey for you to find "missing artworks" in the museum. You will be provided with 6 info cards with educational infomartion regarding the piece broken down for you. Clue cards will be curated by museum curators to cover information like art background, style, color, material, form, concept, etc.
Your journey is responsive to the way you explore the museum. Your finding mission will always be around you. This way, the app not only follows your footsteps but also surreptitiously guides you.
Art experience is very personal and subjective. This is why a perosnalized journey is extremely benefitial in terms of engaging viewers and helping viewers digest tedius information.
These clue cards will come in handy when you are on your quest of finding all the missing artworks. Unlock the clue cards and use the information to locate the piece. Meanwhile, we hope these cards will help the particular art leave a long lasting impression. Just like this impressionism painting by Monet.
In case you wonder around and get lost, which you probably will, MMAP does provide a map. On top of that, you will also be able to see the rough location of the art that you are looking for.
Simply snap it with your camera. The camera will automatically detect if you have found the right artwork. More in-depth information about the piece will be provided along with related artworks.
We all hate downloading a new app that we know we won't use frequently.
Luckily, MMAP experience starts with only a simple scan of a QR code.
Now you have explored a couple of artworks. But we really want you to spend more time with the museum not your cell phone! Pause-for-a-bit makes sure that you take a break and divert your attention to some of the artworks that you might be interested around you.