MUNCH
Overview
First and foremost, a huge thank you to Bekk, MUNCH, and all the other participants who made this amazing weekend possible! As part of UXCUP hosted by Bekk, we, a team of three from UiO, participated as finalists where MUNCH was the client. The project lasted three intense days, where we worked on developing a concept that best addressed one of MUNCH’s challenges: How can we provide an overview that communicates everything MUNCH has to offer beyond art exhibitions, encourages repeat visits, and sparks curiosity?
Goal:
Learn more about why young adults do not return.
Identify the barriers in the visitor's user journey.
Design a concept to solve the issue based on the user's needs.
My contribution
Designer
The team
3x master students from UiO
Year
2024
Process
"Young adults have less interest in art compared to the older generation." - Employee at MUNCH
Gathering data:
Survey
We decided to send out a questionnaire to friends and encouraged them to share it with their friends. This was to reach the actual target audience, as our network is right in the middle of the young adult demographic. We tried to keep the number of questions as few as possible to make the survey easy and low effort to complete. However, this also meant we didn't gain as much insight from the survey, as we shortened the number of questions. Therefore, we decided to move forward by collecting more qualitative data from MUNCH employees.
Expert Interviews with MUNCH employees
We thought that talking to two MUNCH employees was a perfect way to gain insights from people who know the visitors well. Both were young adults themselves and understood the problem well and had a lot of opinions! When we spoke with them, we quickly realized that both were genuinely interested in MUNCH and in how to increase visits from young adults.
Interview with a young adult
In the interview, we explored habits, motivation, and experiences related to museum visits. We focused particularly on their relationship with the MUNCH museum, including their awareness of the museum's offerings and their social preferences when visiting.
Personas
After gaining a better understanding of the target audience, we chose to create personas to better represent and understand our audience. This made it easier to identify who we should design for and what their needs were.
Affinity Mapping
To analyze our insights, we used an affinity diagram to identify the most prominent themes. The clearest theme that showed was the uncertainty about other exciting events at MUNCH. Additionally, we identified a lack of interest in art as a significant barrier to returning to the museum.
A visitors journey - User journey map
We visualized the user journey of a young adult to highlight the emotions and experiences of a team member during his first visit to MUNCH. This allowed us to pinpoint where the pain points occurred in the experience, enabling us to design a solution that created a more tailored experience. Through this insight, we discovered that the events were not well promoted, and we carried this forward in the process, as our research showed that it is precisely these events that young adults are most interested in.
Brainmstorming and sketching ideas
It was time for the group to brainstorm and come up with ideas, now that we knew what we wanted to address. First, we used a creative method called crazy eight to generate as many ideas as possible. When we presented our ideas to each other, we had a eureka moment where it was clear to everyone which idea we should move forward with. We drew a simple wireframe on paper and then created a more high fidelty design to bring into the client meeting with MUNCH.
Client meeting with MUNCH
In the client meeting with MUNCH, we received great feedback on our work. MUNCH expressed enthusiasm for our idea of creating better overviews inside the building but wanted less focus on a guide and more on the overall overview. Additionally, they asked us to expand the scope a bit to support a flow that worked both inside and outside the museum. They particularly emphasized the planning and filtering of events and activities.
Design critique with mentors and adjustments after feedback
In the ned, we conducted a design critique to adjust the solution based on the key feedback we received. We included two mentors in the process to discuss how best to integrate the new feedback and focus on the highlighted points. In the end, we combined our ideas to develop the concept we now proudly present.
The result: A prototype that provides an overview of MUNCH and promotes what interests young adults the most: live events
