A 2-week sprint with a team of 4 at the General Assembly. We conducted a heuristic evaluation among museum sites and did guerrilla user interviews at the museum itself. After identifying key opportunities, we worked on the idea to make visiting the V&A an easy & engaging experience.
.svg){kind=small}
Here were the broad-strokes of what we have gathered through our market research:
Maps Most have maps, if not downloadable PDFs that can be easily accessed from the website
What's On Visitors can easily access “What’s On” on their websites
Guided Tours They all have some kind of guided tours available for visitors to book for their visits.
We decided to go do some guerilla interviews at V&A Museum. We prepared some questions to discover some of the major frustrations and motivations in their museum-going experiences.With that in mind, we asked questions such as “What excites you to go to the museum?” “How do you usually find new exhibitions/museums to visit?”
We also found out that a lot of the museum-goers in V&A find it extremely hard to navigate and found it frustrating to even locate things such as bathrooms and exits.
We also found out that a lot of the museum-goers in V&A find it extremely hard to navigate and found it frustrating to even locate things such as bathrooms and exits.
Primary persona for our target audience
Going to the museum is a social activity (enjoying time with friends and family)
They go to the museum’s website to mainly look for location and opening hours
Some main reasons for people to visit a museum is to be inspired, and to learn about something new.
Affinity mapping what we've collected so far
Pooling all our user insights & research, we gathered enough input to map out a current experience on a based scenario. From our first iteration, we expanded on the ‘navigation part’ of the journey — as our research and interviews pointed out the frustrations in getting their way around the museum.
From these, we gathered 4 areas that we will work on:
1. Getting from place to place (Navigation)
2. Finding amenities e.g. toilet (Navigation)
3. See if anything’s missed (Content)
4. Getting everybody together (Social Engagement)
Critiquing our low-fidelity screens
Left: user flow; Right: user needs prioritised
Different ideas we explored and liked in our ideation session
