Product
A mobile museum ticketing app that allows users to order tickets, select date and time of arrival, add special offers and amenities and have a ready-to-access e-ticket for easy check-in.
A mobile museum ticketing app that allows users to order tickets, select date and time of arrival, add special offers and amenities and have a ready-to-access e-ticket for easy check-in.
Conduct interviews, paper and digital wireframes, lo-fi and hi-fi prototypes, conduct usability studies, account for accessibility, and iterating on designs
March, 2022 – November, 2022
The research findings
A usability study was conducted using a low-fidelity prototype. Five participants, ages 40-60, from the middle to high-income brackets, participated in an unmoderated usability study using LookBack. Participants were asked to log in to LookBack and respond to prompts as they interacted with the Figma prototype. Five themes were discovered during the analysis of the data. The study took no more than 8 minutes to complete.
The review of research insights called for revisions to the special exhibits screen and the adding amenities screen. Three recommendations were made:
Changes that resulted from the first usability study
It was easy to choose the date and entry time.
No changes were made to this part of the design.
I guessed at this, but I supposed what you wanted was for me to select each item to add to my cart.
I'm lost here. I don't see any special exhibits. I'll go back. Okay, I'll choose 'No, I'm good.' Whoa, that took me to a screen I didn't expect. Did I miss something?
Juse like an airplane [ticket] there's my e-ticket!
No changes were made to this part of the design.
I found this checkout process to be very easy to use.
Frustrations: When I'm rushed through an exhibit. I don't like guided tours but I do like to listen to an audio guide on my phone. I'm not one to read all of the descriptions that accompany each piece of art. That gets to be exhausting.
Quote: Anytime I visit a city with I great art museum I try to go. It adds to my travel experience.
Frustrations: Crowds and too much to read. He likes to take his time and relax while his daughter explores the museum.
Quote: I'm here for my daughter. She loves art and I love her!
Frustrations: Limited entrance times. Not enough information about the exhibits or artists. Feeling lost in the galleries. Being rushed through the exhibits. limited shopping experience.
Quote: When I visit the museum, I want the full immersive experience.
A look at four competitors in the market
The MuseumAnywhere and the Peace Center offer outstanding ticketing services and experiences. Ordering tickets was easy and straightforward. The MuseumAnywhere is a customizable app that allows any ticketed event or venue to create an app to their liking. The simple app allows one to navigate quickly and efficiently from beginning to end. The MET app and the Tiquets app were not as good. The MET app is confusing and tries to do too much with too little. The app is linked to an outdated tourism website with old content and an old look. The Tiqets app is a good idea, but it tries to do too much in too little space.
The MuseumAnywhere app and The Peace Center position themselves as leaders in the market. Their app and companion websites are new, fresh, and modern. The apps do one thing well, and that is helping customers purchase tickets to shows and exhibits. The customization of the MuseumAnywhere app is scalable to any market or venue. The Tiqets app is a good idea but is poorly executed. Thereโs also a trust problem with the app because itโs unclear if
you buy tickets to the museum you want to visit. The MET app isnโt a ticketing app. Itโs a tourist website for all the attractions in NYC.
MuseumAnywhere– focused on mobile and web solutions for Museums, Science Centers, Art Galleries, Historical Sites, Zoos, Aquariums, etc. Over time we have developed a deep understanding of requirements, reflected in our innovative solutions. The products they develop are customizable to meet the needs of different size museums.
The MET NYC – is one of the most celebrated museums in the world. It is truly an incredible museum. Honestly, based on the information provided in the app, it is unclear how the famous MET museum talks about itself. I would have to go to their webpage, which isnโt linked to the app. This is unfortunate and an oversight of the PR department at The MET.
Tiquets – Opens the doors of culture to those who donโt want to wait in cultureโs long lines. You can skip the ticket lines and go to the mobile tickets on your smartphone. It claims to have partnerships with hundreds of museums worldwide.
The Peace Center does not have information about itself anywhere in the app. If I didnโt know this venue, I wouldnโt know anything about it from this app.
The top two apps (MuseumAnywhere and The Peace Center) have great ticketing purchasing features that are clear and easy to use. The purchasing process is easy to navigate and edit at any time. Having an e-ticket on your smartphone is a great feature for tourists. The two bottom apps are riddled with too much information. Using an app to buy museum tickets and thus bypass the box office lines may be appealing, but itโs not enough to warrant using an app. Itโs a weak rationale. These apps also try to do too much, like hotels, other attractions, bus fares, and so on, clutter the experience. The gaps are:
Development process from paper to Figma
Based on the feedback from the first usability study and the desire to move to a hi-fi prototype, using the museum branding colors, artwork, typography, and content, a round of changes and design choices were made. The following were issues that arose from the design of the next prototype.
Phase one and two of the hi-fi prototype to final design
The final iteration of the app in the design process
Five participants were asked to complete a second usability study using the final draft of the app prototype. Using an app called UserBrain to facilitate the unmoderated study, the five participants found the app easy to use, compared well to other ticketing ordering apps, and liked the look and feel of the app. The only issue was addressed, and the final app was changed based on this research.
Based on the feedback from the second usability study, the design of the e-ticket was changed. First, the 5 participants agreed that using a QR code was insufficient. They preferred a bar code. Second, there needed to be more information about how to use the ticket, what would happen if the ticket or device was lost or stolen, and what alternatives would be available if one did not have the e-ticket to present upon entry to the museum. These changes and updates were made to the final screen of the app prototype.
This is my first UX Case Study and portfolio project for the Google UX Design Certification program. Besides learning how to use Figma, develop wireframes, and complete usability studies, I have learned how people approach design and how valuable understanding the user experience is in creating a product. The research part of this process has been the most insightful in that people have shared their likes, dislikes, and challenges with my design.
Knowing what I know now, I would change the look and feel of this app. I selected the app’s focus and artwork based on a recent trip to the MET Museum in NYC. I was spellbound by a special exhibit they had about the Dutch Masters. It was incredible. This led me to the design of this app. I wish I had changed the app to use more contemporary artwork or showcase various artwork. It would also be interesting to develop a children’s museum app.
I have learned so many new things, and I continue to be challenged every day by the enormous array of design software, applications, and techniques available to designers today. There is so much to know and be able to do. It’s sometimes overwhelming. I’ve learned how to use my WordPress theme and website better to build this extensive case study. I’ve gained several new skills in Photoshop, Figma, and Camtasia.
Lastly, I wish the Google Certificate program gave students better access to the online application to facilitate unmoderated usability studies. The first study I conducted using a program called LokkBack. It was a great program, easy to use, and offered many unique features, such as the transcription feature, making it easy to document user feedback and quotes. Unfortunately, that program, while free at first, only allowed for one study with 5 participants. After the trial period, the cost was $38.00 a month. I did not want to accrue an additional cost.
I then switched to a program called UserBrain, which also gave me a trial subscription to one study and 5 participants. This program was confusing and difficult to use. The participants for the second usability study were confused by the application and frustrated with the UI and overall design. It would be helpful if Google could do this free of charge, much like the free student account for Figma.
This project has been a tremendous learning experience for me. I value all the skills and knowledge I have gained from this experience.