MoMap
A satisfying mobile and wearable
museum experience
Industry
Experience Design
Roles
UX & UI Designer | Researcher
Timeline
3 months
Introduction
The Challenge: The Museum of Modern Art (MoMA) offered a fragmented, analog navigation experience—relying on scattered digital documents (PDF maps) and external apps, resulting in significant visitor frustration and inefficient time spent. This friction directly conflicted with MoMA's business goal of extending visitor stay and satisfaction.
The Solution: MoMap, a B2C SaaS experience unifying planning, routing, and exhibit information across mobile and smartwatches. The goal was to transform wayfinding from a cumbersome task into a seamless, integrated part of the museum visit.
The Impact: Over a three-month sprint, the MoMap prototype drove a 30% increase in reported visitor satisfaction, validated by extensive on-site testing and interviews.
The Challenge: The Museum of Modern Art (MoMA) offered a fragmented, analog navigation experience—relying on scattered digital documents (PDF maps) and external apps, resulting in significant visitor frustration and inefficient time spent. This friction directly conflicted with MoMA's business goal of extending visitor stay and satisfaction.
The Solution: MoMap, a B2C SaaS experience unifying planning, routing, and exhibit information across mobile and smartwatches. The goal was to transform wayfinding from a cumbersome task into a seamless, integrated part of the museum visit.
The Impact: Over a three-month sprint, the MoMap prototype drove a 30% increase in reported visitor satisfaction, validated by extensive on-site testing and interviews.
The Challenge: The Museum of Modern Art (MoMA) offered a fragmented, analog navigation experience—relying on scattered digital documents (PDF maps) and external apps, resulting in significant visitor frustration and inefficient time spent. This friction directly conflicted with MoMA's business goal of extending visitor stay and satisfaction.
The Solution: MoMap, a B2C SaaS experience unifying planning, routing, and exhibit information across mobile and smartwatches. The goal was to transform wayfinding from a cumbersome task into a seamless, integrated part of the museum visit.
The Impact: Over a three-month sprint, the MoMap prototype drove a 30% increase in reported visitor satisfaction, validated by extensive on-site testing and interviews.
The Challenge: The Museum of Modern Art (MoMA) offered a fragmented, analog navigation experience—relying on scattered digital documents (PDF maps) and external apps, resulting in significant visitor frustration and inefficient time spent. This friction directly conflicted with MoMA's business goal of extending visitor stay and satisfaction.
The Solution: MoMap, a B2C SaaS experience unifying planning, routing, and exhibit information across mobile and smartwatches. The goal was to transform wayfinding from a cumbersome task into a seamless, integrated part of the museum visit.
The Impact: Over a three-month sprint, the MoMap prototype drove a 30% increase in reported visitor satisfaction, validated by extensive on-site testing and interviews.
Research
My process began with mixed-method research to deeply understand the friction points in the current visitor journey.
Market Research & Platform Friction:
The Problem: Information was disorganized and inaccessible across too many platforms (MoMA website PDFs, external third-party apps like Bloomberg Connects). To find an artwork, users had to cross-reference a numerical code on the website with a downloaded map.
Design Decision: One single platform for all navigation and exhibit information to unify the user experience.
Market Research & Platform Friction:
The Problem: Information was disorganized and inaccessible across too many platforms (MoMA website PDFs, external third-party apps like Bloomberg Connects). To find an artwork, users had to cross-reference a numerical code on the website with a downloaded map.
Design Decision: One single platform for all navigation and exhibit information to unify the user experience.
User Interviews (4 Participants):
In-depth interviews with tech-literate, frequent MoMA visitors revealed two core needs:
Inefficient Way-finding: Users felt lost when searching for specific exhibits, reporting a clear lack of functional mapping that created friction.
Device Usage Divide: Participants were torn—some loved using their phones for information, while others felt screens distracted them from the physical experience.
Design Decision: Accessible via mobile and smartwatch to cater to both the "comprehensive experience" and the "uninterrupted experience."
Think-Aloud Testing (On-Site):
On-site observation confirmed the severity of the problem, translating abstract frustration into measurable time loss.
Cumbersome Navigation: Participants found a disconnect between digital information and physical markers. One participant spent over 25 minutes looking for a popular painting, only succeeding after asking a staff member.
Information Disconnect: Users preferred to use Google over MoMA’s interfaces for exhibit details, calling the information cards "unclear" and refusing to download "stupid apps."
Design Decision: Create a trackable interface with clear, trackable routes for exhibits and essential services (washrooms, exits).
Market Research & Platform Friction:
The Problem: Information was disorganized and inaccessible across too many platforms (MoMA website PDFs, external third-party apps like Bloomberg Connects). To find an artwork, users had to cross-reference a numerical code on the website with a downloaded map.
Design Decision: One single platform for all navigation and exhibit information to unify the user experience.
User Interviews (4 Participants):
In-depth interviews with tech-literate, frequent MoMA visitors revealed two core needs:
Inefficient Way-finding: Users felt lost when searching for specific exhibits, reporting a clear lack of functional mapping that created friction.
Device Usage Divide: Participants were torn—some loved using their phones for information, while others felt screens distracted them from the physical experience.
Design Decision: Accessible via mobile and smartwatch to cater to both the "comprehensive experience" and the "uninterrupted experience."
Think-Aloud Testing (On-Site):
On-site observation confirmed the severity of the problem, translating abstract frustration into measurable time loss.
Cumbersome Navigation: Participants found a disconnect between digital information and physical markers. One participant spent over 25 minutes looking for a popular painting, only succeeding after asking a staff member.
Information Disconnect: Users preferred to use Google over MoMA’s interfaces for exhibit details, calling the information cards "unclear" and refusing to download "stupid apps."
Design Decision: Create a trackable interface with clear, trackable routes for exhibits and essential services (washrooms, exits).
Market Research & Platform Friction:
The Problem: Information was disorganized and inaccessible across too many platforms (MoMA website PDFs, external third-party apps like Bloomberg Connects). To find an artwork, users had to cross-reference a numerical code on the website with a downloaded map.
Design Decision: One single platform for all navigation and exhibit information to unify the user experience.
User Interviews (4 Participants):
In-depth interviews with tech-literate, frequent MoMA visitors revealed two core needs:
Inefficient Way-finding: Users felt lost when searching for specific exhibits, reporting a clear lack of functional mapping that created friction.
Device Usage Divide: Participants were torn—some loved using their phones for information, while others felt screens distracted them from the physical experience.
Design Decision: Accessible via mobile and smartwatch to cater to both the "comprehensive experience" and the "uninterrupted experience."
Think-Aloud Testing (On-Site):
On-site observation confirmed the severity of the problem, translating abstract frustration into measurable time loss.
Cumbersome Navigation: Participants found a disconnect between digital information and physical markers. One participant spent over 25 minutes looking for a popular painting, only succeeding after asking a staff member.
Information Disconnect: Users preferred to use Google over MoMA’s interfaces for exhibit details, calling the information cards "unclear" and refusing to download "stupid apps."
Design Decision: Create a trackable interface with clear, trackable routes for exhibits and essential services (washrooms, exits).
User Interviews (4 Participants):
In-depth interviews with tech-literate, frequent MoMA visitors revealed two core needs:
Inefficient Way-finding: Users felt lost when searching for specific exhibits, reporting a clear lack of functional mapping that created friction.
Device Usage Divide: Participants were torn, some loved using their phones for information, while others felt screens distracted them from the physical experience.
Design Decision: Accessible via mobile and smartwatch to cater to both the "comprehensive experience" and the "uninterrupted experience."
Market Research & Platform Friction:
The Problem: Information was disorganized and inaccessible across too many platforms (MoMA website PDFs, external third-party apps like Bloomberg Connects). To find an artwork, users had to cross-reference a numerical code on the website with a downloaded map.
Design Decision: One single platform for all navigation and exhibit information to unify the user experience.
User Interviews (4 Participants):
In-depth interviews with tech-literate, frequent MoMA visitors revealed two core needs:
Inefficient Way-finding: Users felt lost when searching for specific exhibits, reporting a clear lack of functional mapping that created friction.
Device Usage Divide: Participants were torn—some loved using their phones for information, while others felt screens distracted them from the physical experience.
Design Decision: Accessible via mobile and smartwatch to cater to both the "comprehensive experience" and the "uninterrupted experience."
Think-Aloud Testing (On-Site):
On-site observation confirmed the severity of the problem, translating abstract frustration into measurable time loss.
Cumbersome Navigation: Participants found a disconnect between digital information and physical markers. One participant spent over 25 minutes looking for a popular painting, only succeeding after asking a staff member.
Information Disconnect: Users preferred to use Google over MoMA’s interfaces for exhibit details, calling the information cards "unclear" and refusing to download "stupid apps."
Design Decision: Create a trackable interface with clear, trackable routes for exhibits and essential services (washrooms, exits).
Market Research & Platform Friction:
The Problem: Information was disorganized and inaccessible across too many platforms (MoMA website PDFs, external third-party apps like Bloomberg Connects). To find an artwork, users had to cross-reference a numerical code on the website with a downloaded map.
Design Decision: One single platform for all navigation and exhibit information to unify the user experience.
User Interviews (4 Participants):
In-depth interviews with tech-literate, frequent MoMA visitors revealed two core needs:
Inefficient Way-finding: Users felt lost when searching for specific exhibits, reporting a clear lack of functional mapping that created friction.
Device Usage Divide: Participants were torn—some loved using their phones for information, while others felt screens distracted them from the physical experience.
Design Decision: Accessible via mobile and smartwatch to cater to both the "comprehensive experience" and the "uninterrupted experience."
Think-Aloud Testing (On-Site):
On-site observation confirmed the severity of the problem, translating abstract frustration into measurable time loss.
Cumbersome Navigation: Participants found a disconnect between digital information and physical markers. One participant spent over 25 minutes looking for a popular painting, only succeeding after asking a staff member.
Information Disconnect: Users preferred to use Google over MoMA’s interfaces for exhibit details, calling the information cards "unclear" and refusing to download "stupid apps."
Design Decision: Create a trackable interface with clear, trackable routes for exhibits and essential services (washrooms, exits).
Market Research & Platform Friction:
The Problem: Information was disorganized and inaccessible across too many platforms (MoMA website PDFs, external third-party apps like Bloomberg Connects). To find an artwork, users had to cross-reference a numerical code on the website with a downloaded map.
Design Decision: One single platform for all navigation and exhibit information to unify the user experience.
User Interviews (4 Participants):
In-depth interviews with tech-literate, frequent MoMA visitors revealed two core needs:
Inefficient Way-finding: Users felt lost when searching for specific exhibits, reporting a clear lack of functional mapping that created friction.
Device Usage Divide: Participants were torn—some loved using their phones for information, while others felt screens distracted them from the physical experience.
Design Decision: Accessible via mobile and smartwatch to cater to both the "comprehensive experience" and the "uninterrupted experience."
Think-Aloud Testing (On-Site):
On-site observation confirmed the severity of the problem, translating abstract frustration into measurable time loss.
Cumbersome Navigation: Participants found a disconnect between digital information and physical markers. One participant spent over 25 minutes looking for a popular painting, only succeeding after asking a staff member.
Information Disconnect: Users preferred to use Google over MoMA’s interfaces for exhibit details, calling the information cards "unclear" and refusing to download "stupid apps."
Design Decision: Create a trackable interface with clear, trackable routes for exhibits and essential services (washrooms, exits).
Personas:
Market Research & Platform Friction:
The Problem: Information was disorganized and inaccessible across too many platforms (MoMA website PDFs, external third-party apps like Bloomberg Connects). To find an artwork, users had to cross-reference a numerical code on the website with a downloaded map.
Design Decision: One single platform for all navigation and exhibit information to unify the user experience.
User Interviews (4 Participants):
In-depth interviews with tech-literate, frequent MoMA visitors revealed two core needs:
Inefficient Way-finding: Users felt lost when searching for specific exhibits, reporting a clear lack of functional mapping that created friction.
Device Usage Divide: Participants were torn—some loved using their phones for information, while others felt screens distracted them from the physical experience.
Design Decision: Accessible via mobile and smartwatch to cater to both the "comprehensive experience" and the "uninterrupted experience."
Think-Aloud Testing (On-Site):
On-site observation confirmed the severity of the problem, translating abstract frustration into measurable time loss.
Cumbersome Navigation: Participants found a disconnect between digital information and physical markers. One participant spent over 25 minutes looking for a popular painting, only succeeding after asking a staff member.
Information Disconnect: Users preferred to use Google over MoMA’s interfaces for exhibit details, calling the information cards "unclear" and refusing to download "stupid apps."
Design Decision: Create a trackable interface with clear, trackable routes for exhibits and essential services (washrooms, exits).
Market Research & Platform Friction:
The Problem: Information was disorganized and inaccessible across too many platforms (MoMA website PDFs, external third-party apps like Bloomberg Connects). To find an artwork, users had to cross-reference a numerical code on the website with a downloaded map.
Design Decision: One single platform for all navigation and exhibit information to unify the user experience.
User Interviews (4 Participants):
In-depth interviews with tech-literate, frequent MoMA visitors revealed two core needs:
Inefficient Way-finding: Users felt lost when searching for specific exhibits, reporting a clear lack of functional mapping that created friction.
Device Usage Divide: Participants were torn—some loved using their phones for information, while others felt screens distracted them from the physical experience.
Design Decision: Accessible via mobile and smartwatch to cater to both the "comprehensive experience" and the "uninterrupted experience."
Think-Aloud Testing (On-Site):
On-site observation confirmed the severity of the problem, translating abstract frustration into measurable time loss.
Cumbersome Navigation: Participants found a disconnect between digital information and physical markers. One participant spent over 25 minutes looking for a popular painting, only succeeding after asking a staff member.
Information Disconnect: Users preferred to use Google over MoMA’s interfaces for exhibit details, calling the information cards "unclear" and refusing to download "stupid apps."
Design Decision: Create a trackable interface with clear, trackable routes for exhibits and essential services (washrooms, exits).
Market Research & Platform Friction:
The Problem: Information was disorganized and inaccessible across too many platforms (MoMA website PDFs, external third-party apps like Bloomberg Connects). To find an artwork, users had to cross-reference a numerical code on the website with a downloaded map.
Design Decision: One single platform for all navigation and exhibit information to unify the user experience.
User Interviews (4 Participants):
In-depth interviews with tech-literate, frequent MoMA visitors revealed two core needs:
Inefficient Way-finding: Users felt lost when searching for specific exhibits, reporting a clear lack of functional mapping that created friction.
Device Usage Divide: Participants were torn—some loved using their phones for information, while others felt screens distracted them from the physical experience.
Design Decision: Accessible via mobile and smartwatch to cater to both the "comprehensive experience" and the "uninterrupted experience."
Think-Aloud Testing (On-Site):
On-site observation confirmed the severity of the problem, translating abstract frustration into measurable time loss.
Cumbersome Navigation: Participants found a disconnect between digital information and physical markers. One participant spent over 25 minutes looking for a popular painting, only succeeding after asking a staff member.
Information Disconnect: Users preferred to use Google over MoMA’s interfaces for exhibit details, calling the information cards "unclear" and refusing to download "stupid apps."
Design Decision: Create a trackable interface with clear, trackable routes for exhibits and essential services (washrooms, exits).
Think-Aloud Testing (On-Site):
On-site observation confirmed the severity of the problem, translating abstract frustration into measurable time loss.
Cumbersome Navigation: Participants found a disconnect between digital information and physical markers. One participant spent over 25 minutes looking for a popular painting, only succeeding after asking a staff member.
Information Disconnect: Users preferred to use Google over MoMA’s interfaces for exhibit details, calling the information cards "unclear" and refusing to download "stupid apps."
Design Decision: Create a trackable interface with clear, trackable routes for exhibits and essential services (washrooms, exits).
Market Research & Platform Friction:
The Problem: Information was disorganized and inaccessible across too many platforms (MoMA website PDFs, external third-party apps like Bloomberg Connects). To find an artwork, users had to cross-reference a numerical code on the website with a downloaded map.
Design Decision: One single platform for all navigation and exhibit information to unify the user experience.
User Interviews (4 Participants):
In-depth interviews with tech-literate, frequent MoMA visitors revealed two core needs:
Inefficient Way-finding: Users felt lost when searching for specific exhibits, reporting a clear lack of functional mapping that created friction.
Device Usage Divide: Participants were torn—some loved using their phones for information, while others felt screens distracted them from the physical experience.
Design Decision: Accessible via mobile and smartwatch to cater to both the "comprehensive experience" and the "uninterrupted experience."
Think-Aloud Testing (On-Site):
On-site observation confirmed the severity of the problem, translating abstract frustration into measurable time loss.
Cumbersome Navigation: Participants found a disconnect between digital information and physical markers. One participant spent over 25 minutes looking for a popular painting, only succeeding after asking a staff member.
Information Disconnect: Users preferred to use Google over MoMA’s interfaces for exhibit details, calling the information cards "unclear" and refusing to download "stupid apps."
Design Decision: Create a trackable interface with clear, trackable routes for exhibits and essential services (washrooms, exits).
Market Research & Platform Friction:
The Problem: Information was disorganized and inaccessible across too many platforms (MoMA website PDFs, external third-party apps like Bloomberg Connects). To find an artwork, users had to cross-reference a numerical code on the website with a downloaded map.
Design Decision: One single platform for all navigation and exhibit information to unify the user experience.
User Interviews (4 Participants):
In-depth interviews with tech-literate, frequent MoMA visitors revealed two core needs:
Inefficient Way-finding: Users felt lost when searching for specific exhibits, reporting a clear lack of functional mapping that created friction.
Device Usage Divide: Participants were torn—some loved using their phones for information, while others felt screens distracted them from the physical experience.
Design Decision: Accessible via mobile and smartwatch to cater to both the "comprehensive experience" and the "uninterrupted experience."
Think-Aloud Testing (On-Site):
On-site observation confirmed the severity of the problem, translating abstract frustration into measurable time loss.
Cumbersome Navigation: Participants found a disconnect between digital information and physical markers. One participant spent over 25 minutes looking for a popular painting, only succeeding after asking a staff member.
Information Disconnect: Users preferred to use Google over MoMA’s interfaces for exhibit details, calling the information cards "unclear" and refusing to download "stupid apps."
Design Decision: Create a trackable interface with clear, trackable routes for exhibits and essential services (washrooms, exits).
Market Research & Platform Friction:
The Problem: Information was disorganized and inaccessible across too many platforms (MoMA website PDFs, external third-party apps like Bloomberg Connects). To find an artwork, users had to cross-reference a numerical code on the website with a downloaded map.
Design Decision: One single platform for all navigation and exhibit information to unify the user experience.
User Interviews (4 Participants):
In-depth interviews with tech-literate, frequent MoMA visitors revealed two core needs:
Inefficient Way-finding: Users felt lost when searching for specific exhibits, reporting a clear lack of functional mapping that created friction.
Device Usage Divide: Participants were torn—some loved using their phones for information, while others felt screens distracted them from the physical experience.
Design Decision: Accessible via mobile and smartwatch to cater to both the "comprehensive experience" and the "uninterrupted experience."
Think-Aloud Testing (On-Site):
On-site observation confirmed the severity of the problem, translating abstract frustration into measurable time loss.
Cumbersome Navigation: Participants found a disconnect between digital information and physical markers. One participant spent over 25 minutes looking for a popular painting, only succeeding after asking a staff member.
Information Disconnect: Users preferred to use Google over MoMA’s interfaces for exhibit details, calling the information cards "unclear" and refusing to download "stupid apps."
Design Decision: Create a trackable interface with clear, trackable routes for exhibits and essential services (washrooms, exits).
Design Features
The solution focused on an integrated, device-agnostic experience that simplified wayfinding and enabled different visit styles.
A. Key Challenges & Route Options:
The core challenge was delivering reliable, offline-friendly indoor wayfinding that merged disparate information sources.
Solution: Offer customizable route options for diverse visit styles (e.g., fastest, accessible, themed) while minimizing "screen fatigue."`
The solution focused on an integrated, device-agnostic experience that simplified wayfinding and enabled different visit styles.
A. Key Challenges & Route Options:
The core challenge was delivering reliable, offline-friendly indoor wayfinding that merged disparate information sources.
Solution: Offer customizable route options for diverse visit styles (e.g., fastest, accessible, themed) while minimizing "screen fatigue."
B. Multi-Platform Delivery (Mobile & Wearable):
We developed two distinct flows personalized for the "Planner" and the "Wanderer" visitor types.
Phone (Comprehensive): Used for Planning and Saving Routes, searching exhibits, seeing Route Details (next steps/alternatives), and adding essential services.
Smart Watch (Uninterrupted): Used solely for Navigating Routes with minimalist visual cues, allowing users to avoid constantly looking at their phones.
C. Design System Overhaul:
The existing MoMA design language was optimized for print, resulting in poor digital readability and contrast.
Objective: Evolve MoMA’s visual language into a screen-native system with optimized typography, contrast, and touch-friendly components.
The solution focused on an integrated, device-agnostic experience that simplified wayfinding and enabled different visit styles.
A. Key Challenges & Route Options:
The core challenge was delivering reliable, offline-friendly indoor wayfinding that merged disparate information sources.
Solution: Offer customizable route options for diverse visit styles (e.g., fastest, accessible, themed) while minimizing "screen fatigue."
B. Multi-Platform Delivery (Mobile & Wearable):
We developed two distinct flows personalized for the "Planner" and the "Wanderer" visitor types.
Phone (Comprehensive): Used for Planning and Saving Routes, searching exhibits, seeing Route Details (next steps/alternatives), and adding essential services.
Smart Watch (Uninterrupted): Used solely for Navigating Routes with minimalist visual cues, allowing users to avoid constantly looking at their phones.
C. Design System Overhaul:
The existing MoMA design language was optimized for print, resulting in poor digital readability and contrast.
Objective: Evolve MoMA’s visual language into a screen-native system with optimized typography, contrast, and touch-friendly components.
The solution focused on an integrated, device-agnostic experience that simplified wayfinding and enabled different visit styles.
A. Key Challenges & Route Options:
The core challenge was delivering reliable, offline-friendly indoor wayfinding that merged disparate information sources.
Solution: Offer customizable route options for diverse visit styles (e.g., fastest, accessible, themed) while minimizing "screen fatigue."
B. Multi-Platform Delivery (Mobile & Wearable):
We developed two distinct flows personalized for the "Planner" and the "Wanderer" visitor types.
Phone (Comprehensive): Used for Planning and Saving Routes, searching exhibits, seeing Route Details (next steps/alternatives), and adding essential services.
Smart Watch (Uninterrupted): Used solely for Navigating Routes with minimalist visual cues, allowing users to avoid constantly looking at their phones.
C. Design System Overhaul:
The existing MoMA design language was optimized for print, resulting in poor digital readability and contrast.
Objective: Evolve MoMA’s visual language into a screen-native system with optimized typography, contrast, and touch-friendly components.
B. Multi-Platform Delivery (Mobile & Wearable):
We developed two distinct flows personalized for the "Planner" and the "Wanderer" visitor types.
Phone (Comprehensive): Used for Planning and Saving Routes, searching exhibits, seeing Route Details (next steps/alternatives), and adding essential services.
The solution focused on an integrated, device-agnostic experience that simplified wayfinding and enabled different visit styles.
A. Key Challenges & Route Options:
The core challenge was delivering reliable, offline-friendly indoor wayfinding that merged disparate information sources.
Solution: Offer customizable route options for diverse visit styles (e.g., fastest, accessible, themed) while minimizing "screen fatigue."
B. Multi-Platform Delivery (Mobile & Wearable):
We developed two distinct flows personalized for the "Planner" and the "Wanderer" visitor types.
Phone (Comprehensive): Used for Planning and Saving Routes, searching exhibits, seeing Route Details (next steps/alternatives), and adding essential services.
Smart Watch (Uninterrupted): Used solely for Navigating Routes with minimalist visual cues, allowing users to avoid constantly looking at their phones.
C. Design System Overhaul:
The existing MoMA design language was optimized for print, resulting in poor digital readability and contrast.
Objective: Evolve MoMA’s visual language into a screen-native system with optimized typography, contrast, and touch-friendly components.
The solution focused on an integrated, device-agnostic experience that simplified wayfinding and enabled different visit styles.
A. Key Challenges & Route Options:
The core challenge was delivering reliable, offline-friendly indoor wayfinding that merged disparate information sources.
Solution: Offer customizable route options for diverse visit styles (e.g., fastest, accessible, themed) while minimizing "screen fatigue."
B. Multi-Platform Delivery (Mobile & Wearable):
We developed two distinct flows personalized for the "Planner" and the "Wanderer" visitor types.
Phone (Comprehensive): Used for Planning and Saving Routes, searching exhibits, seeing Route Details (next steps/alternatives), and adding essential services.
Smart Watch (Uninterrupted): Used solely for Navigating Routes with minimalist visual cues, allowing users to avoid constantly looking at their phones.
C. Design System Overhaul:
The existing MoMA design language was optimized for print, resulting in poor digital readability and contrast.
Objective: Evolve MoMA’s visual language into a screen-native system with optimized typography, contrast, and touch-friendly components.
The solution focused on an integrated, device-agnostic experience that simplified wayfinding and enabled different visit styles.
A. Key Challenges & Route Options:
The core challenge was delivering reliable, offline-friendly indoor wayfinding that merged disparate information sources.
Solution: Offer customizable route options for diverse visit styles (e.g., fastest, accessible, themed) while minimizing "screen fatigue."
B. Multi-Platform Delivery (Mobile & Wearable):
We developed two distinct flows personalized for the "Planner" and the "Wanderer" visitor types.
Phone (Comprehensive): Used for Planning and Saving Routes, searching exhibits, seeing Route Details (next steps/alternatives), and adding essential services.
Smart Watch (Uninterrupted): Used solely for Navigating Routes with minimalist visual cues, allowing users to avoid constantly looking at their phones.
C. Design System Overhaul:
The existing MoMA design language was optimized for print, resulting in poor digital readability and contrast.
Objective: Evolve MoMA’s visual language into a screen-native system with optimized typography, contrast, and touch-friendly components.
Smart Watch (Uninterrupted): Used solely for Navigating Routes with minimalist visual cues, allowing users to avoid constantly looking at their phones.
The solution focused on an integrated, device-agnostic experience that simplified wayfinding and enabled different visit styles.
A. Key Challenges & Route Options:
The core challenge was delivering reliable, offline-friendly indoor wayfinding that merged disparate information sources.
Solution: Offer customizable route options for diverse visit styles (e.g., fastest, accessible, themed) while minimizing "screen fatigue."
B. Multi-Platform Delivery (Mobile & Wearable):
We developed two distinct flows personalized for the "Planner" and the "Wanderer" visitor types.
Phone (Comprehensive): Used for Planning and Saving Routes, searching exhibits, seeing Route Details (next steps/alternatives), and adding essential services.
Smart Watch (Uninterrupted): Used solely for Navigating Routes with minimalist visual cues, allowing users to avoid constantly looking at their phones.
C. Design System Overhaul:
The existing MoMA design language was optimized for print, resulting in poor digital readability and contrast.
Objective: Evolve MoMA’s visual language into a screen-native system with optimized typography, contrast, and touch-friendly components.
The solution focused on an integrated, device-agnostic experience that simplified wayfinding and enabled different visit styles.
A. Key Challenges & Route Options:
The core challenge was delivering reliable, offline-friendly indoor wayfinding that merged disparate information sources.
Solution: Offer customizable route options for diverse visit styles (e.g., fastest, accessible, themed) while minimizing "screen fatigue."
B. Multi-Platform Delivery (Mobile & Wearable):
We developed two distinct flows personalized for the "Planner" and the "Wanderer" visitor types.
Phone (Comprehensive): Used for Planning and Saving Routes, searching exhibits, seeing Route Details (next steps/alternatives), and adding essential services.
Smart Watch (Uninterrupted): Used solely for Navigating Routes with minimalist visual cues, allowing users to avoid constantly looking at their phones.
C. Design System Overhaul:
The existing MoMA design language was optimized for print, resulting in poor digital readability and contrast.
Objective: Evolve MoMA’s visual language into a screen-native system with optimized typography, contrast, and touch-friendly components.
The solution focused on an integrated, device-agnostic experience that simplified wayfinding and enabled different visit styles.
A. Key Challenges & Route Options:
The core challenge was delivering reliable, offline-friendly indoor wayfinding that merged disparate information sources.
Solution: Offer customizable route options for diverse visit styles (e.g., fastest, accessible, themed) while minimizing "screen fatigue."
B. Multi-Platform Delivery (Mobile & Wearable):
We developed two distinct flows personalized for the "Planner" and the "Wanderer" visitor types.
Phone (Comprehensive): Used for Planning and Saving Routes, searching exhibits, seeing Route Details (next steps/alternatives), and adding essential services.
Smart Watch (Uninterrupted): Used solely for Navigating Routes with minimalist visual cues, allowing users to avoid constantly looking at their phones.
C. Design System Overhaul:
The existing MoMA design language was optimized for print, resulting in poor digital readability and contrast.
Objective: Evolve MoMA’s visual language into a screen-native system with optimized typography, contrast, and touch-friendly components.
C. Design System Overhaul:
The existing MoMA design language was optimized for print, resulting in poor digital readability and contrast.
Objective: Evolve MoMA’s visual language into a screen-native system with optimized typography, contrast, and touch-friendly components.
The solution focused on an integrated, device-agnostic experience that simplified wayfinding and enabled different visit styles.
A. Key Challenges & Route Options:
The core challenge was delivering reliable, offline-friendly indoor wayfinding that merged disparate information sources.
Solution: Offer customizable route options for diverse visit styles (e.g., fastest, accessible, themed) while minimizing "screen fatigue."
B. Multi-Platform Delivery (Mobile & Wearable):
We developed two distinct flows personalized for the "Planner" and the "Wanderer" visitor types.
Phone (Comprehensive): Used for Planning and Saving Routes, searching exhibits, seeing Route Details (next steps/alternatives), and adding essential services.
Smart Watch (Uninterrupted): Used solely for Navigating Routes with minimalist visual cues, allowing users to avoid constantly looking at their phones.
C. Design System Overhaul:
The existing MoMA design language was optimized for print, resulting in poor digital readability and contrast.
Objective: Evolve MoMA’s visual language into a screen-native system with optimized typography, contrast, and touch-friendly components.
The solution focused on an integrated, device-agnostic experience that simplified wayfinding and enabled different visit styles.
A. Key Challenges & Route Options:
The core challenge was delivering reliable, offline-friendly indoor wayfinding that merged disparate information sources.
Solution: Offer customizable route options for diverse visit styles (e.g., fastest, accessible, themed) while minimizing "screen fatigue."
B. Multi-Platform Delivery (Mobile & Wearable):
We developed two distinct flows personalized for the "Planner" and the "Wanderer" visitor types.
Phone (Comprehensive): Used for Planning and Saving Routes, searching exhibits, seeing Route Details (next steps/alternatives), and adding essential services.
Smart Watch (Uninterrupted): Used solely for Navigating Routes with minimalist visual cues, allowing users to avoid constantly looking at their phones.
C. Design System Overhaul:
The existing MoMA design language was optimized for print, resulting in poor digital readability and contrast.
Objective: Evolve MoMA’s visual language into a screen-native system with optimized typography, contrast, and touch-friendly components.
The solution focused on an integrated, device-agnostic experience that simplified wayfinding and enabled different visit styles.
A. Key Challenges & Route Options:
The core challenge was delivering reliable, offline-friendly indoor wayfinding that merged disparate information sources.
Solution: Offer customizable route options for diverse visit styles (e.g., fastest, accessible, themed) while minimizing "screen fatigue."
B. Multi-Platform Delivery (Mobile & Wearable):
We developed two distinct flows personalized for the "Planner" and the "Wanderer" visitor types.
Phone (Comprehensive): Used for Planning and Saving Routes, searching exhibits, seeing Route Details (next steps/alternatives), and adding essential services.
Smart Watch (Uninterrupted): Used solely for Navigating Routes with minimalist visual cues, allowing users to avoid constantly looking at their phones.
C. Design System Overhaul:
The existing MoMA design language was optimized for print, resulting in poor digital readability and contrast.
Objective: Evolve MoMA’s visual language into a screen-native system with optimized typography, contrast, and touch-friendly components.
Conclusion & Impact
MoMap successfully addressed the dual challenge of improving the B2C visitor experience and meeting the B2B goals of the museum.
User Goal Met: The project consolidated disorganized museum info into one navigation layer, simplifying wayfinding and improving the overall museum experience.
Business Goal Met: The prototype achieved a validated 30% increase in reported visitor satisfaction, indicating success in reducing friction and encouraging visitors to spend more time engaging with the exhibits.
Learnings: The project validated the power of mixed-method research to identify critical, yet often hidden, friction points and guided the redesign of a major brand's digital UI for both readability and functional utility.
MoMap successfully addressed the dual challenge of improving the B2C visitor experience and meeting the B2B goals of the museum.
User Goal Met: The project consolidated disorganized museum info into one navigation layer, simplifying wayfinding and improving the overall museum experience.
Business Goal Met: The prototype achieved a validated 30% increase in reported visitor satisfaction, indicating success in reducing friction and encouraging visitors to spend more time engaging with the exhibits.
Learnings: The project validated the power of mixed-method research to identify critical, yet often hidden, friction points and guided the redesign of a major brand's digital UI for both readability and functional utility.
MoMap successfully addressed the dual challenge of improving the B2C visitor experience and meeting the B2B goals of the museum.
User Goal Met: The project consolidated disorganized museum info into one navigation layer, simplifying wayfinding and improving the overall museum experience.
Business Goal Met: The prototype achieved a validated 30% increase in reported visitor satisfaction, indicating success in reducing friction and encouraging visitors to spend more time engaging with the exhibits.
Learnings: The project validated the power of mixed-method research to identify critical, yet often hidden, friction points and guided the redesign of a major brand's digital UI for both readability and functional utility.
MoMap successfully addressed the dual challenge of improving the B2C visitor experience and meeting the B2B goals of the museum.
User Goal Met: The project consolidated disorganized museum info into one navigation layer, simplifying wayfinding and improving the overall museum experience.
Business Goal Met: The prototype achieved a validated 30% increase in reported visitor satisfaction, indicating success in reducing friction and encouraging visitors to spend more time engaging with the exhibits.
Learnings: The project validated the power of mixed-method research to identify critical, yet often hidden, friction points and guided the redesign of a major brand's digital UI for both readability and functional utility.
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