2018.  Made with a little help from my friends.

Always under construction.

MAC Panorama seeks to provide an overview of the Museum of Contemporary Art of the University of Sao Paulo, acting as a guide during the visit. It intends to serve an audience that is not familiar with the Museum collection and do not have much time to explore it in depth.

UX, UI, Academic Project, USP

the problem

Despite its important artwork from renowned artists, such as Modigliani, Anita Malfatti, Tarsila do Amaral, Wassily Kandinsky, and being at a building designed by Oscar Niemeyer in the 50S, the MAC remains empty and unknown.  The challenge (proposed by the MAC director at the time for the Visual Project Course VI: Digital Interfaces), was to design a digital project that could help to attract people for the Museum. 

 

The project was initially designed for tourists, drawn to the MAC due to its proximity to some of the main sights of the city of Sao Paulo (Ibirapuera Park and Paulista Avenue). The app allows choosing a path inside the Museum based on the number of hours that the user has available. The itinerary aims to show the Museum as a whole, including each floor and exhibits, with concise information about the artworks and exhibitions in a way that even users that are not familiar with Art can understand the importance of the pieces displayed.

With this project, we sought to enhance the experience within the Museum, making the visit interactive and instructive even if fast. The app intends to always be updated according to new exhibitions, in a way that it can provide different paths over time, inviting the user to return more often to further explore the Museum of Contemporary Art.

After visiting the Museum at different hours and days of the week, the team created a SWOT matrix to better understand the possibilities of the project.

The briefing defined that the project should result in a digital interface, which could include: an interactive piece inside the museum, signage, games, and others. The team decided on developing an Android application since it would not change the museum infrastructure and possesses real utilization possibility. 

the problem

Most of the research was based on interviews and observations with people within the MAC surroundings. We noticed the existence of five different groups: 

  1. Commuters 

  2. Ibirapuera park frequenters

  3. Children and middle school students in school visits

  4. Tourists (Brazilians and foreigners)  

 

The last group converges with Ibirapuera visitors, since the park is a traditional Sao Paulo sightseeing spot and tourists usually visit it before entering the museum. We concluded with the interviews that the project should be focused on this group since they are more open to exploring the MAC.

 

However, we observed that tourists have limited time since there are so much to be done in the area. From that idea, we developed the concept of routes inside the museum for a given time interval. To make a clear image of the users, we created the following personas and how they would behave at the MAC. 

personas

Is tired shares attention between social media and the artwork.

Does not know anything about Brazilian Art, but he is interested in Art in general. He is meeting his friend at Augusta street in a few hours. 

Knows some artists and famous pieces. Is interested in knowing more about artists. Reads the texts for the exhibitions and takes flyers with her. Doesn’t have time to see everything.

Visits with her nephews, and takes many pictures of him. Looks for information to share with the kids, but find the texts too long and tiring. The visits have to be short because very soon the kids are hungry and tired.

The design process 

After defining the personas, the team created a Quality Function Deployment matrix for better understand the users' needs. The matrix was then converted into the project's requirements and sketches. 

 

The service elements listed included: calculate routes based on time available; Arrange content according to museum floors, small and easy to understand texts, resemble the MAC brand identity, and, most importantly: not call so much attention to the product itself, or limit the experience, but to make the visit easy so understand. 

the result

After defining the personas, the team created a Quality Function Deployment matrix for better understand the users' needs. The matrix was then converted into the project's requirements and sketches. 

 

The service elements listed included: calculate routes based on time available; Arrange content according to museum floors, small and easy to understand texts, resemble the MAC brand identity, and, most importantly: not call so much attention to the product itself, or limit the experience, but to make the visit easy so understand. 

What I learned

This project was very special to me for two reasons: It was my first UX product and it has a problem that I feel personally drawn into: make art more accessible to the general public. With this project, I learned the UX differences similarities between Graphic Design: the importance of understanding the user needs lies in both areas, but in UX the technical limits are more clear. 

 

I believe that the app concept has the potential to become a viable product and it could be produced inside of the University. However, since we had little time (only two months), we did not have the time for user testing  the final prototype, which would be the immediate next step and could change the product a lot. 

business card app