Project Type

Concept Project

Overview

MoMA Social is an application that provides sensory experience to recreate an interactive social experience just like what people do inside the MoMA museum.

The Challenge

Duration

Our client MoMA, Modern Museum of Art, was severely impacted by the Covid-19 outbreak and was forced to close in March 2020. As a result, their yearly visitor average, ranging from 1.5 million to 3.1 million, was deeply impacted. Our task is to redesign their existing mobile app to enhance its accessibility to a wider audience across the US and world, thus helping them increase their revenue for 2021 from 2020.

Key Findings

Design Goals

Role

UX Designer

2 weeks

Based on the screener survey, the team got 20+ participants responded and fit our parameter. Because of the time constraints, the team interviewed seven participants who were familiar or had experiences with art, social media, social isolation, and museums. The team was also interested in diversifying our participants between Gen Z and Millennial to get a concrete understanding of both generations.

Problem Statement

Users need a MoMA mobile application that is both socially and sensory engaging so that they may create meaningful experiences with others in-person or online.

In the beginning design phases, the team conducted a business analysis on existing social media platforms and museums applications. The results showed that scrolling and tapping were a sensory movement that user really like to have within an application. Based on the data, the team recognized that the new MoMA app needed to first and foremost evoke a sensory experience and be supported by personalization and social-facing. 

Grayscale Prototype

Having those information in mind, the team came up with a grayscale prototype to serve the needs of our target audience - Gen Z and millennials.

When designing, we focused on...

  • Using familiar platforms of the social application the users enjoy using

  • Using common design patterns

  • Being able to navigate through the app with speed and ease

  • Encouraging the users to interact on the app

  • Providing personalized experiences

Information was overwhelming on onboarding flow

During grayscale usability test, users are frustrated by the "endless" steps on the onboarding process. 

Let's hear what they said...

  • "There are too many text to read. I just wanna quickly go through it."

  • "I don't understand the bubbles... Are they related to each other? Why are they in different sizes?"

  • "I thought the share button was clickable because it looks too familiar."

  • "Why should I learn gamification during onboarding process? It's confusing..."

The colors on the home page is distractive

When first testing the hi-fi, users were complained on the "artificial colors" that I brought to the home page.

They said...

  • "There are too many colors. It's really distractive when I'm trying to enjoy the artwork."

  • "I prefer to let the artwork bring back colors but not those color blocks."

  • "I understand the colors that you added on the page are from MoMA, but they don't work well here."

Final Prototype

I developed the high-fidelity prototype to showcase the interaction and flow, illustrating the user journey from onboarding through the experience of various features.