Problem Statement

The problem statement for this project is: How might we inspire curiosity and discovery for art among high school students who feel overwhelmed by the size and complexity of the National Gallery?

Proposed Solutions

In response to the challenges identified in our research, we proposed a series of specific and actionable solutions to address the needs and preferences of young visitors to the National Gallery.

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Quick wins 🚀

1. Develop family-friendly experiences: Create family-friendly experiences that support parents and children during their visit. This could include interactive activities, educational resources, and family-friendly tours. We will draw inspiration from successful examples of family-friendly experiences from other museums and galleries.

Major projects 🏗️

1. Create an interactive app that allows visitors to choose a tour duration from 15 minutes to 2 hours based on their availability and interests. The app will suggest a curated selection of artworks that match their preferences and provide audio guides and interactive quizzes to keep them engaged throughout their visit.
2. Provide interactive maps and features: Develop an interactive map and search function that enables visitors to easily locate artwork, artists, and exhibitions. This will help visitors navigate the museum and find the artwork they are interested in.

Fill-ins 📝

1. Install touchscreens near each artwork that display additional information such as the artist's biography, historical context, related artworks, etc. The touchscreens will allow visitors to access more information at their own pace and discover new connections between different artworks.
2. Provide accessibility features: Ensure the app is accessible to visitors with different abilities by providing features such as audio descriptions, captioning, and adjustable text sizes. This will make the app more inclusive and welcoming for all visitors.

Research Methods

Qualitative Data Collection 🗣️

We conducted semi-structured interviews with 30 participants, including young visitors to the National Gallery (10), art enthusiasts (10), and individuals who have never visited a museum or gallery before (10).‍

We recruited our participants through social media platforms, online forums, and word-of-mouth referrals.

We conducted our interviews in person and via videoconference, and they lasted between 30 minutes to an hour.

We used an interview guide that consisted of open-ended questions that elicited participants’ perceptions and experiences of art, galleries, and museums, as well as their thoughts on accessibility and inclusivity in these spaces.

We recorded and transcribed our interviews, and we analyzed them using thematic analysis.

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Quantitative Data Collection 📈

We collected statistics from England’s Department for Digital, Culture, Media & Sports (DCMS) on museum and gallery attendance rates among different age groups.

We also distributed a survey online to a sample of 72 individuals who matched our target demographic of young adults aged 15-18.

We used Typeform to create and distribute our survey, which included questions on participants’ art consumption habits, their motivations for visiting galleries and museums, and their opinions on factors that contribute to a welcoming and inclusive art space.

The survey was divided into three sections:

1. Demographic information,
2. Art consumption habits,
3. Gallery and museum preferences.
   

The survey used a combination of multiple-choice, Likert-scale, ranking, and open-ended questions. We analyzed our survey data using descriptive statistics such as mean, median, mode, frequency, and percentage.

Research Results

Qualitative Data Results 🗣️

The main themes that emerged from our qualitative data analysis were:

• Time constraints: Many participants reported not having enough time as the main reason for not visiting museums or galleries. They preferred shorter visits that fit their busy schedules.
• Intimidation: Many participants felt intimidated by the size and complexity of the National Gallery. They felt overwhelmed by the amount of information and choices available. They also felt unwelcome by some staff members who were perceived as rude or unhelpful.
• Family-friendliness: Many participants valued family-friendly experiences that supported parents and children during their visit. They appreciated interactive activities, educational resources, and family-friendly tours that made art more accessible and enjoyable for children.
• Diversity: Some participants expressed a desire for more diverse artwork and exhibits that represented a wider range of cultures and perspectives. They felt that the National Gallery was too focused on European art history and lacked representation of other regions and communities.
• Personalization: Many participants wanted a personalized experience that catered to their interests preferences, learning styles, moods, etc. They liked having options that helped them navigate explore learn about appreciate the artwork

Quotes from interviews 🗯️

• “I don’t have time to spend hours in a museum. I just want to see the highlights and move on.” (Young visitor)
• “I feel like I don’t belong here. The staff are snooty and the artworks are too complicated. I don’t understand what they mean or why they are important.” (Non-visitor)
• “I love taking my kids to museums and galleries. They learn so much and have fun at the same time. But some places are not very kid-friendly. They don’t have enough activities or resources for them.” (Parent)
• “I wish there was more diversity in the artwork. It’s all about Europe and its history. What about other cultures and perspectives? There’s so much more to art than that.” (Art enthusiast)
• “I want a personalized experience that suits me. I want to choose what I see and how I see it. I want to get recommendations based on my preferences and feedback based on my learning.” (Young visitor)

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Quantitative Data Results 📈

The main findings from our quantitative data analysis were:

• Young adults prefer under 60 minutes visits: Just under 40% of young adults reported not having enough time as the main reason for not visiting museums or galleries. The average visit duration for this age group was 45 minutes, compared to 75 minutes for older age groups.

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• The majority of participants (73%) found museums and galleries to be intimidating and unwelcoming: The most common factors that contributed to this perception were the size of the museum or gallery (52%), the amount of information available (48%), the attitude of the staff (44%), and the lack of guidance or direction (40%).
• Family-friendly experiences are important: Spending time with family and accompanying children was a major reason to visit a museum or gallery for 62% of participants. The most preferred features for family-friendly experiences were interactive activities (78%), educational resources (72%), and family-friendly tours (68%).

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• Some participants also suggested the inclusion of more diverse artwork and exhibits that represent a wider range of cultures and perspectives: 54% of participants agreed that museums and galleries should showcase more diverse artwork and exhibits, while 32% were neutral and 14% disagreed.
• Personalization is crucial: Visitors, particularly young adults, want a personalized experience that matches their interests, preferences, learning styles, moods, etc. The most desired features for personalization were options to choose a tour duration (82%) a tour theme (76%) a tour difficulty level (74%) feedback on their learning outcomes (72%) recommendations based on their preferences (70%).

Competitive Audit

We started our design process by conducting a competitive audit of other museums and galleries that offer similar or complementary experiences to the National Gallery.

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Audit criteria 📋

• Content: What type of information and features do they provide?
• Navigation: How easy is it to find and access the information and features?
• Aesthetics: How appealing and consistent is the visual design?
• Engagement: How interactive and personalized is the experience?
• Accessibility: How inclusive and adaptable is the experience?
  

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Competitors strengths 💪

• Offering multiple tour options based on different themes, interests, or durations.
• Providing audio guides or podcasts that enhance the visitor’s understanding and appreciation of the artwork.
• Allowing visitors to create their own collections or playlists of their favorite artworks.

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Competitors Weaknesses 😓

• Having complex or cluttered interfaces that make it hard to navigate or find relevant information.
• Lacking interactive features that make art more accessible or enjoyable for children or families.
• Ignoring accessibility features such as audio descriptions, captioning, adjustable text sizes, etc.

User Flow and Information Architecture

We then created a user flow and an information architecture diagram in Miro to map out the structure and flow of our app.

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‍We based our user flow and information architecture on our research findings, recommendations, user needs, preferences, etc.

We also considered different scenarios, use cases, personas, etc., that could affect the user flow and information architecture such as first-time users, returning users, parents, children, non-visitors, online visitors, etc.

Mockups and Prototypes

We then created high-fidelity mockups in Figma. We added colors, images, fonts, icons, and animations, to our wireframes to create a realistic and consistent visual design for our app.

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We followed the National Gallery’s branding guidelines to create a coherent and recognizable identity for our app.

We also followed the web content accessibility guidelines (WCAG) and used contrast checker tools such as WebAIM and Color Oracle to ensure that our app was accessible to visitors with different abilities.

We created prototypes using Figma. We added interactivity and functionality to our mockups using triggers, actions, and transitions. We created prototypes that simulated the user experience of our app in different scenarios and use cases.

We tested our mockups and prototypes with some potential users using online tools. We asked them to perform some tasks such as choosing a tour duration, theme, difficulty level, accessing audio guides, interactive quizzes, feedback, recommendations, exploring additional information about each artwork using touchscreens, creating their own collections or playlists of their favorite artworks, sharing their experiences or opinions on social media, accessing accessibility features such as audio descriptions, captioning, adjustable text sizes, etc.

User Feedback

We made several improvements to our app based on the feedback we received from our user testing sessions. These improvements aimed to enhance the usability, functionality, and satisfaction of our app.

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Improvements based on feedback ✏️

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• Adding a “Favorites” section in the bottom navigation bar to make it easier for users to access their preferred content. This feature allows users to save their favorite artworks, collections, or playlists in one place and revisit them anytime. Users can also share their favorites with others via social media.

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• Streamlining the process for removing artwork from the queue, making it more intuitive and user-friendly. This feature allows users to swipe left on any artwork in their queue to remove it or swipe right to keep it.
  

These improvements increased the usability and satisfaction scores of our app in our post-test surveys. Users reported that they found the app easier to use and more enjoyable after these changes.

Additional Solutions

In addition to creating an app, we also proposed some additional solutions that aim to enhance the visitor experience and engage younger audiences.

These solutions are based on our research findings and recommendations, as well as best practices and successful examples from other museums and galleries.

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Additional solutions 🧩

1. Flexible ticketing options and shorter themed guided tours: To incentivize under 60 minutes visits, the National Gallery could consider offering more flexible ticketing options, such as timed entry or pay-as-you-go. This would allow visitors to pay only for the time they spend in the gallery, rather than a fixed fee. They could also promote shorter tours or talks that cater specifically to young adults who may be short on time. These tours or talks could focus on a specific theme, artist, or artwork, and last between 15 minutes to 30 minutes. This would help visitors engage with the artwork in a meaningful way, without feeling overwhelmed or bored.
2. Increase social media presence: Social media is a powerful tool for engaging with young adults, who are heavy users of platforms like Instagram and TikTok. The National Gallery could consider increasing its social media presence by sharing behind-the-scenes content, showcasing its collection in creative ways, or collaborating with influencers or artists to create buzz around its exhibits. For example, they could create a series of videos that feature curators, conservators, or educators explaining the stories behind some of their artworks. They could also invite influencers or artists to visit the gallery and share their impressions or inspirations with their followers. They could also encourage visitors to share their own experiences or opinions about the artworks they see. This would increase the visibility and awareness of the gallery among younger audiences and create a sense of community and belonging among visitors.
3. Foster a sense of community: Young adults are often looking for experiences that allow them to connect with like-minded individuals. The National Gallery could consider hosting events or meetups specifically for young adults, such as art workshops, lectures, or after-hours events. These events or meetups could provide opportunities for visitors to learn new skills, discover new perspectives, or network with other art enthusiasts. They could also feature guest speakers such as artists, critics, or historians who can share their insights, expertise, and experiences with the audience. They could also include interactive activities such as quizzes and games contests that make art more fun, playful, and accessible. These events or meetups would help create a sense of community and encourage repeat visits.

Conclusion

The National Gallery app has the potential to enhance the visitor experience and engage younger audiences. By providing a personalized and interactive experience, the app can encourage visitors to explore the artwork in new ways and make the gallery more accessible to all.

Through our user-centered design process, we conducted extensive research to understand the needs and preferences of young visitors to the National Gallery. We identified several factors that influence their engagement with art, such as time constraints, intimidation, family-friendliness, diversity, and personalization. We used these findings to inform our design decisions and create an innovative solution that addresses the problem statement and aligns with the project goal.

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Challenges we faced 🧗

• Balancing between creating a simple and intuitive interface and providing enough information and features for visitors.
• Finding reliable and up-to-date statistics on museum and gallery attendance rates among different age groups.
• Recruiting participants for user testing sessions who matched our target demographic of young adults aged 15-18.
  

Learnings we gained 📚

• How to use mixed-methods research techniques to collect both qualitative and quantitative data.
• How to use tools such as NVivo, SPSS, Miro, and Figma to create and test our design deliverables.
• How to use best practices and successful examples from other museums and galleries to inspire and inform our design process.
  

Overall, this project showcases my ability to use user-centered design principles to solve complex problems and create innovative solutions.

I hope that this project will contribute to making art more accessible, enjoyable, and inclusive for all visitors. We would like to thank our users, and research participants for their support, feedback, and collaboration throughout this project.