FEB - MAY 2021

Mobile device, desktop

MUSY is a digital platform that provides a tailored experience for visitors based on their interests and different perspectives on art.

Inventing  personalized museum experiences through modern technology 

My Role

UI/UX Design,User Research

Wireframe, Prototyping,

User Testing





01. Project Overview

1. Background

There are approximately 850 million people visit American museum each year.

However, more than 60% cannot fully understand the artworks displayed in museums and feel disconnected from their museum experience. 

Over 30% of daily museum visitors do not have an academic background in the arts. Despite their curiosity, they feel reluctant to access art museums.

MUSY provides an approachable and supportable platform for the average museum-goer to overcome their fear. 


Bridges the gap between the alienating art museum experience for those who seek to engage and learn more.

2. Problem

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People cannot fully understand and appreciate artwork in art museums and therefore do not have a good visiting experience.

People choose other ways to relax rather than going to an art museum


3. Challenge

How might we help visitors without a background in art explore the artworks more easily and have a better visiting experience in the art museums?

02. Research

1. Subject Matter Expert Interview


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I conducted interviews with the general public and people who work in the art industry to understand their pain points and how they felt about them. 

People who work in the art industry thought art museums are easier to access. They believed that some art museums already created a great visiting experience for visitors.

Still, the stories we heard from most of the general public were different. They went to art museums only occasionally. They usually wandered around rather than immersing themselves in the artworks.  They felt disconnected, and the artwork seemed too difficult to understand each time they went to the art museum, which intensified their art museum stereotype.

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2.Literature Research

I read these books and several articles to deepen my research on visitors' behavior, psychology, and experience. 

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" Head-scratching bewilderment followed by hostility is the most frequent reaction to new work on the part of general audiences. "

                                                                             Deborah Rothschild

03. Synthesis

1. Affinity Mapping


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I gathered meaningful information from the interview and organized these to narrow down insights. I wrote facts from the interview on the Miro post-it, clustered to a similar subject and defined it

into five categories: 1. Space planning  2. Sharing and ownership  3. Museum's vibe. 4.It is hard to understand  5. No impressive experience.


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2. Survey

 I sent out the survey to validate the hypothesis above. 

​A sample of the various sets of questions asked of the participants is shared here. Items with the highest opportunity are highlighted in purple.

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Based on these five categories from affinity mapping, I narrowed down them into what I can do to solve the problem visitors facing and prioritize to focus on the vital problem space.

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3.Identity Target User

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4. As-Is User Journey Map

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4. Frame Design Opportunity

Design a better way for visitors with little or no background in art, who struggle to gain  meaningful experiences at art museums, to feel connected to the exhibition, learn from different perspectives and have a unique visiting experience.

04. Ideation

1.Hill Exercise

I utilized Hills to clearly state my intent in terms of user and market value. I started with the user I wanted to serve. Next, specify the outcome I want to  achieve and the differentiator that will make my solution worth their while. These elements are the Who, the What, and the Wow.

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2. Platform

To make the service more effective, I decided to utilize two portals for supporting MUSY ecosystem. One portal is for visitors to enhance their visiting experience through the smartphone app. Another portal is for museum personnel to monitor visitors’ preferences in order to efficiently improve the museum visiting experience through the desktop.

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(For Museum Personnel)

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(For Visitors)


3. Competitive Landscape

MUSY provides the deepest engagement and an innovative way to deliver information and build unique visiting experiences based on their own interests and preferences.

Bridge the gap between modern art and the public through a high-touch customized service.

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05. Design & Iteration

1. Info Architecture

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2. Flowchart


3. Prototyping Sprint I: Low-Fidelity

Goal:  Transform the user flow into a wireframe prototype to validate the concept.

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4. Prototyping Sprint II: Mid-Fidelity

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Goal: Create an MVP and craft more detailed interactions to validate the assumptions of refined UX flow, and basic UI elements & layouts.

5. User Testing


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Associated Risks

Assumptions & Risks Analysis 

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I tested with eight testers from three different age groups and made assumptions with associated risks and learning metrics. Four of them were without an art background and worked in the financial, engineering industries. Two worked in the art industry. The other two were big fans of art museums.​

I asked some questions to validate my assumptions: 

Are you more confident about accessing art museums and artworks after using the app? 

Were more engaged in the art museum after using the app?

Did you get interesting and helpful knowledge/information after using the app? 

Would you like to select keywords to have a personalized experience? 

Would you like to use this app again in other museums?

Goal: to polish the high fidelity iteration combining the insights I got from the user testing.

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5. Prototyping Sprint III: High-Fidelity

Goal: polish the high fidelity iteration combining the insights I got from the user testing.

1. On-boarding​

  • Choose the art museum you want to explore today.

  • Explore the events, artworks & visiting experience.

2. Customize your visiting route 

  • Pick keywords that relates to your personal taste.

3. Adjust your route 

  • Choose the route you like most.

  • Adjust the visiting order and route. 

4. Browse details about the artwork

  • See related information, interesting fun facts, and other visitors’ insights about the artwork.

  • Leave your comments and share your insights about the artwork.

5. Rating your route after the tour

  • Rating the service which would help the algorithm more accurate.

6. Review explored route 

  • MUSY summarized the experience overview for you to review the visiting tour.

06. Desktop for Service Provider

The data that is input by visitors appears on another portal for the museum staff. Through this portal, the staff receive direct feedback that they should use to improve the museum visiting experience efficiently and in a way that reflects what people want.

1. Problem Statement

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2. As-is To-be Storyboard


3. User Story

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4. Persona & Task Flow

Goal: Understanding user behavior motivations.

Persona( understand user behaviour motiv
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5. Brainstorm

I invited six participants to vote and decide which feature helps monitor visitors visiting experience and improves the work efficiency the most.

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6. Prototyping

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07. Business Model


1. Business Scope


For the business model, MUSY provides both a short-term plan and a long-term plan for visitors. 

Furthermore, users agree to share limited data collected by MUSY in order to inform other businesses and to help other museum-like institutions and research centers better gauge how they communicate with their public. 

2. Projection

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3. Market Size

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4. Business Expertise


Our expertise in image recognition, data analysis and visiting behavior research helps us launch MUSY.

How to match artworks and find unique routes for each user

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08. Impact and reflection 

MUSY will make an impact on making art an accessible source of inspiration for everyone and break down the public's prejudice against museum art.

Prioritize users' incentives and motivations

To attract more visitors and drive their behavior in art museums, as a UX designer, I realize that I can design motivations and incentives that go beyond informative guidance to help visitors better engage in art museums. In this project, personalized routes that connects visitors and artworks are what I designed to make more visitors engage in the MUSY.


Press & Presentation:

Thesis Show