Overview
Nowadays technology is everywhere, even in the world of art. The Los Angeles-based Petersen Museum houses one of the largest collections of cars and attracts visitors from around the globe. Our case study takes a closer look at how the tech trend has altered the traditional museum experience and what visitors have come to expect.
The Challenge
How do we keep pace with visitors' expectations and utilize technology to elevate the museum experience, and continue to celebrate the art of the automobile?
The Design Process
Research & Discovery
C & C Analysis | Contextual Inquiries & Interviews | Empathy & Affinity Mapping
Proto-Persona & Scenario | Problem Statement
Strategy & Ideation
Feature Prioritization | Define Design Strategy | Design Development
Paper Prototypes | Usabilty Testing
Design & Validate
Mid Fidelity Wireframes | Usability Testing | Design Iterations
Style Guide & Mood Board Development | Hi Fidelity Wireframes & Prototype
Research & Discovery
Through Competitive & Comparative Analysis we discovered that museums are using technology as a tool to attract and engage visitors on a regular basis. Some use apps for self-guided tours, digital games or interactive maps; while others have incorporated tech features into the art experience like interactive installations and immersive exhibits.
Key Take Away
More and more museums and art exhibits are using technology to either assist, enhance or elevate the traditional museum experience.
What the User Said...
"A QR code with an AR experience would be cool!"
"I want to learn more about its stats and history!"
Our onsite visit gave us some great insight into how people currently navigate through the museum. We browsed installations, observed visitor’s behaviors, and conducted contextual inquiries. We discovered what installations piqued their interest (over others) and what information or experiences they felt was missing.
Whether it be more story-telling, history, stats or the ability to interact with the cars; visitors wanted more from their experience. Some common suggestions were to have a scannable QR code with an AR feature or exclusive footage. Others wanted to see the inside of the car or how the engine works? One guy even got on his hands and knees to try to look under the car!
Key Take Away
Visitors want a more interactive and engaging experience.
Strategy & Ideation
Proto-Persona: Meet Gustav the art lover and car enthusiast
Through empathy mapping we created a proto-persona to better understand our users' goals and needs.
Gustav aka "Gus; a local business owner, family man and car enthusiast served as our guide in building a design strategy and developing ideas. Like most patrons, Gustav brought family visiting from out of town to the museum. His goal was to entertain, impress and most important to bond over something they all can appreciate, cars!
Scenario
Gus is particularly excited to spend quality time with his grandson, who is also a car aficionado. He wants this experience to be something special; an opportunity for them to bond through a shared passion. Gus is used to "traditional museums" where you wander through a maze of rooms reading placard after placard. If that's the case he is worried he might not be impressed and his grandosn will be more interested with whatever is on his phone and the overall experience will end up more boring than bonding.
Problem Statement:
How might we leverage technology to bridge the gap between generations, creating a more memorable and engaging museum experience for all ages?
Feature Prioritization
Through affinity mapping, we were able to prioritize the app's features. While guided audio tours, live maps, and language translators were nice to have the essential feature was unanimously adding an augmented reality experience and the ability to unlock exclusive information.
Design Strategy: Maximum Experience Minimal Interference
Using a scannable QR code to unlock AR features and exclusive information we could meet both the needs AND the expectations of ALL our users.
Ideate
Based on our design strategy we began sketching paper prototypes and tested our initial designs over and over again. We discovered users wanted an app that was feature-focused and easy to use.
How do we make this is easy to use?
We tested several options on how to access information and activate the features. We tested various menu options including a drop-down menu, hamburger menu, and a footer navbar. Unanimously our users preferred the footer nav with universally recognized icons. Additional results found only first-timers wanted to read the instructions which led us to an optional tutorial at the start of the app.
Key Take Away
Users wanted a "super simple" app flow allowing them immediate access to the AR features. This led to a streamlined nav bar and an optional 3 step instruction carousel.
Design & Validate
Mid-fi Usability Testing Paved the Way for a MVP
With a streamlined navigation we designed mid-fidelity wireframes and began prototyping. Simply scanning a QR code opened the AR experience. Users could also unlock and favorite extra features like AR stickers and exclusive information. These add ons could be accessed both inside and outside the museum.
Initial Features and Navigation
Initial Design Discovery
Added features and exclusive information was a huge hit in our initial usability testing. Users were NOT fans of how many steps it took to"unlock" the features and they didn't understand how to use the "favorite" function. This feedback helped pave the way for a more minimal viable product (MVP) with a more streamlined and intuitive flow.
Users wanted a no-fuss nav bar to access ALL features which led us to simplify our nav bar even more. We went from having 4 options to 3 basic buttons: Home, Scan and Favorite.
"Why aren't all the
features available after
I scan the QR code?"
"Why do I have to favorite
things for later?"
Before and After Simplified Navigation
Key Take Away
Users wanted a "super simple" flow and an intuitive icons in the nav bar offering immediate access to AR features and favorites.
Visual Design: Petersen Brand
We built a mood board as a guide for the visual design system. We took cues from the museum artifacts, signage, and current web site. We also gathered inspiration from similar trends that conveyed a premium quality with a minimal approach. From there we were able to build a style guide using existing fonts, colors and treatments.
Final Hi Fidelity Prototype
After applying the "paint" to our revised wireframes we had a final product. The app immediately opens into scan mode with an optional tutorial. Once you scan the QR code you can begin your AR experience. Additional AR stickers and exclusive information are also available in the same mode. Users can access all the features at their leisure both inside the museum and at home.
Home - Optional 3 Step Tutorial
Scan - View AR - Add'l Info and Features - All AR Exhibits & Favorites
Outcomes & Insights
By listening to our users we were able to create an app that engaged all ages without compromising the heart and soul of the Petersen Museum. We introduced technology in a way that not only allowed visitors to interact with the exhibits (cars) but also celebrate them!
This case study illustrates how user empathy can continue to make a product viable. Understanding how and why users' behaviors change (on a daily basis) allows products to evolve with the user and continue to be relevant and in demand.
Credits
Collaborators: Debi Laezman | Avi Boudaie | Liberty Lang
Project: 2 Week Sprint | Native IOS Platform
Tools
Illustrator
Photoshop
Figma
White Board & Post Its
Pen & Paper
My Role
Discovery and Research
Competitor & Comparative Analysis
Empathy & Affinity Mapping
Proto-Persona Development
Mid-fidelity Wireframes and Prototypes
Usability Testing
Mood Boards, Logos & Style Guide
High-fidelity Wireframes & Prototypes