Museum of Contemporary Art, Taipei
Post-epidemic Museum Experience Design

Designed immersive post-pandemic museum experiences to re-engage visitors at MoCA Taipei, focusing on family-friendly exhibitions and adapting to new audience behaviors through user research and prototyping.

Role in team of 6

UX Researcher & Service Designer & Graphic Designer

Industry

Art & Museum

Duration

2022.09 - 2023.01

2022.09 - 2023.02

2022.09 - 2023.01

Contributions

Led a team of 6 to integrate marketing strategies into service design, leveraging user research and prototyping to create engaging post-pandemic museum experiences.

Contributions

Led a team of 6 to integrate marketing strategies into service design, leveraging user research and prototyping to create engaging post-pandemic museum experiences.

Led Cross-Functional Innovation 🚀

Integrated marketing strategies into service design, guiding a team through user research, design thinking, and prototyping to reshape the post-pandemic business strategy.

Transformed Insights into Impact 🎯

Analyzed audience behavior shifts and applied strategic solutions to enhance family-focused exhibitions, increasing visitor retention and earning high praise from the curator.

01 Background

Problems

As online exhibitions rise after Covid-19, MoCA Taipei struggles to attract visitors back to its physical space.

Problems

As online exhibitions rise after Covid-19, MoCA Taipei struggles to attract visitors back to its physical space.

SWOT analysis

Strengths

Unique art collection
Historic buildings
Children’s art courses

Weaknesses

Less popular style
No works in collection
Many staff are volunteers

Opportunities

Community Collaboration
Art Educational Programs
Art forum podcast

Threats

The rise of online exhibition
Loss of foreign visitors
Economic Depression

Desk research

The current promoting paths do not function very well, leading to a decrease in the visiting rate.

Desk research

The current promoting paths do not function very well, leading to a decrease in the visiting rate.

Official Website

Social Media

Physical Promotion

Goals

To design a service that maintains a steady visitor flow while strengthening the emotional connection between visitors and MoCA Taipei.

Goals

To design a service that maintains a steady visitor flow while strengthening the emotional connection between visitors and MoCA Taipei.

02 Discovery

Research Insights

Unclear signage and lack of activity promotion make museum events hard to discover, while both potential and loyal customers are strongly tied to parent-kid customers.

Research Insights

Unclear signage and lack of activity promotion make museum events hard to discover, while both potential and loyal customers are strongly tied to parent-kid customers.

Loyal Customers 😍

#Seek Inspiration # Grow up with MoCA

"We usually spent our family time here when I was little. Now, as an illustrator, when I lack inspiration, I like to seek inspiration here."

#Life-long Learner #Open to New Things

"MoCA Taipei always surprises me and gives me unique experience. Unlike other art museums, it is dynamic in both their topics and artistic expressions."

#Historical Sites Lover #Deep Observation

"I love contemporary art and modern architectural landmarks, and I am deeply fascinated by the conflict between them."

Potential Customers 🤔

#Social Enthusiast #Follow Fashion Trends

"After visiting , I want to express an artsy and unique perspective! I also hope to capture stunning photos and share to others."

#Artistic Family #Life Sharing on Social Media

"I aspire to expose my kid to artistic education from an early age. Therefore, I hope to have more art activities that children can understand and join."

#Beforehand Preparation #Careful Planning

"The museum's social media or official website should offer more information about various exhibitions. So I can plan my trip in advance."

Field Research

Navigation challenges, unclear signage, and lighting issues impact the visitor experience, especially for families and international guests.

03 Define

Personas

Setting parents as the persona because they enjoy sharing and can make children become loyal customers.

Personas

Setting parents as the persona because they enjoy sharing and can make children become loyal customers.

Customer Cycle

Customer Journey Map & Opportunity Areas

The CJM reveals pain points in event discovery and registration, highlighting opportunities to improve accessibility and enhance family engagement.

Customer Journey Map & Opportunity Areas

The CJM reveals pain points in event discovery and registration, highlighting opportunities to improve accessibility and enhance family engagement.

04 Ideation

Ideation

How might we make MoCA Taipei a place the target audience loves to return to, no matter what happens in the future?

Ideation

How might we make MoCA Taipei a place the target audience loves to return to, no matter what happens in the future?

POV (Point of View)

Enhancing family engagement by making museum visits weekend plans, ensuring positive experiences for revisits, and leveraging sharing to attract more people.

POV (Point of View)

Enhancing family engagement by making museum visits weekend plans, ensuring positive experiences for revisits, and leveraging sharing to attract more people.

Store entry rate

Become an option for family time

Plan an itinerary of weekend family time.

Repurchase rate

Leave a good time with their child

Kid's feedback will be the key for parents to decide whether to visit again.

Share rate

Share kid’s output on social media

When other parents learn about the place, more parents and children will join.

Iteration

Through iterative brainstorming and validation, we found that the kids' exhibition is an effective way to attract our target audience.

Iteration

Through iterative brainstorming and validation, we found that the kids' exhibition is an effective way to attract our target audience.

01

Design special tickets for kids to collect. They can redeem a VIP card when they collect enough number of tickets.

There is free ticket for parents & kids, so VIP cards may not be attractive.

02

An online exhibition app for children to complete study sheets online and collect points online.

The exhibition room is too dark for children to use mobile phones.

03

Host a kids' exhibition where kids can showcase their artwork from previous sessions.

05 Deliver

Solutions

Optimizing emotional memory points and strengthening promotion by holding kids' exhibitions.

Solutions

Optimizing emotional memory points and strengthening promotion by holding kids' exhibitions.

Design Features

Line integrated promotion

Incorporating course promotion and notifications to improve participation rates.

Kids' Art Works Exhibition

Providing opportunities for children to exhibit their own artworks in the museum.

Kids' Curation Class

Facilitating parent-child interaction while imparting space planning skills to children.

Participation certificate

Kids gain a sense of accomplishment and leave the emotional memory points.

New Customer Journey Map

Service Design Blue print

Failure point

Customer waiting point

Employee decision point

Deliverables

When designing the visuals for the activities, I used childlike colors and styles to present creativity.

Deliverables

When designing the visuals for the activities, I used childlike colors and styles to present creativity.

Curated Exhibits Adventure

Colors Scheme

# EBE7D6

# EEB94D

# 364F92

# FFFFFF

# 000000

Feedback

Kids' curation workshops and exhibitions effectively engage families, drive visitor growth, and align with the museum’s goal of deepening kids' art education.

Feedback

Kids' curation workshops and exhibitions effectively engage families, drive visitor growth, and align with the museum’s goal of deepening kids' art education.

Feedback

Kids' curation workshops and exhibitions effectively engage families, drive visitor growth, and align with the museum’s goal of deepening kids' art education.

Target Audience (TA) Feedback 🎯

The Kids' Curation Class builds presentation skills, while exhibitions attract families and boost social sharing. LINE’s Tag Function enhances promotion, and certificates provide a meaningful sense of achievement.

Staff Feedback 🏛️

The initiative expands the museum’s reach by increasing participation and awareness of its resources.

Engaging parent-child groups aligns with the museum’s long-term goals.

The initiative expands the museum’s reach by increasing participation and awareness of its resources.

Engaging parent-child groups aligns with the museum’s long-term goals.

Retrospective

Strengthening Family Engagement Through Interactive Experiences

Retrospective

Strengthening Family Engagement Through Interactive Experiences

🎯 Success

Engaging Family Audiences & Increasing Retention

The kids’ curation workshop and exhibition successfully attracted families, fostering deeper engagement and encouraging repeat visits.

⚡ Challenge

Balancing Exhibition Design & Digital Promotion

Ensuring a seamless integration of physical exhibitions with digital promotions required iterative testing and refinement.

💡 Lesson Learned

Tailored Experiences Drive Participation

Providing interactive and achievement-based elements, such as certificates, enhances visitor satisfaction and motivates families to return.

More to explore

Beneath the Tranquillity

Relationship-boosting card deck — deepen connection through conversation

UX Research

UX Design

Gaming

See the project

Beneath the Tranquillity

Relationship-boosting card deck — deepen connection through conversation

UX Research

UX Design

Gaming

See the project

Expressoh! | Social

Swipe Cafés, not People — A Social App for Warm Connection

UX Research

UX/UI

Style Guide

See the project

Expressoh! | Social

Swipe Cafés, not People — A Social App for Warm Connection

UX Research

UX/UI

Style Guide

See the project

Let’s get in touch!

myra.chen960193@gmail.com

Let’s get in touch!

myra.chen960193@gmail.com

Let’s get in touch!

myra.chen960193@gmail.com

Museum of Contemporary Art, TaipeiPost-epidemic Museum Experience Design

Museum of Contemporary Art, TaipeiPost-epidemic Museum Experience Design

Designed immersive post-pandemic museum experiences to re-engage visitors at MoCA Taipei, focusing on family-friendly exhibitions and adapting to new audience behaviors through user research and prototyping.

Contributions

Led a team of 6 to integrate marketing strategies into service design, leveraging user research and prototyping to create engaging post-pandemic museum experiences.

Contributions

Led a team of 6 to integrate marketing strategies into service design, leveraging user research and prototyping to create engaging post-pandemic museum experiences.

Led Cross-Functional Innovation 🚀

Transformed Insights into Impact 🎯

01 Background

01 Background

Problems

As online exhibitions rise after Covid-19, MoCA Taipei struggles to attract visitors back to its physical space.

Problems

As online exhibitions rise after Covid-19, MoCA Taipei struggles to attract visitors back to its physical space.

SWOT analysis

SWOT analysis

Strengths

Strengths

Weaknesses

Weaknesses

Opportunities

Opportunities

Threats

Threats

Desk research

The current promoting paths do not function very well, leading to a decrease in the visiting rate.

Desk research

The current promoting paths do not function very well, leading to a decrease in the visiting rate.

Official Website

Official Website

Social Media

Social Media

Physical Promotion

Physical Promotion

Goals

To design a service that maintains a steady visitor flow while strengthening the emotional connection between visitors and MoCA Taipei.

Goals

To design a service that maintains a steady visitor flow while strengthening the emotional connection between visitors and MoCA Taipei.

02 Discovery

02 Discovery

Research Insights

Unclear signage and lack of activity promotion make museum events hard to discover, while both potential and loyal customers are strongly tied to parent-kid customers.

Research Insights

Unclear signage and lack of activity promotion make museum events hard to discover, while both potential and loyal customers are strongly tied to parent-kid customers.

Loyal Customers 😍

Potential Customers 🤔

Field Research

03 Define

03 Define

Personas

Setting parents as the persona because they enjoy sharing and can make children become loyal customers.

Personas

Setting parents as the persona because they enjoy sharing and can make children become loyal customers.

Customer Cycle

Customer Journey Map & Opportunity Areas

The CJM reveals pain points in event discovery and registration, highlighting opportunities to improve accessibility and enhance family engagement.

Customer Journey Map & Opportunity Areas

The CJM reveals pain points in event discovery and registration, highlighting opportunities to improve accessibility and enhance family engagement.

04 Ideation

04 Ideation

Ideation

How might we make MoCA Taipei a place the target audience loves to return to, no matter what happens in the future?

Ideation

How might we make MoCA Taipei a place the target audience loves to return to, no matter what happens in the future?

POV (Point of View)

Enhancing family engagement by making museum visits weekend plans, ensuring positive experiences for revisits, and leveraging sharing to attract more people.

POV (Point of View)

Enhancing family engagement by making museum visits weekend plans, ensuring positive experiences for revisits, and leveraging sharing to attract more people.

Become an option for family time

Leave a good time with their child

Share kid’s output on social media

Iteration

Through iterative brainstorming and validation, we found that the kids' exhibition is an effective way to attract our target audience.

Iteration

Through iterative brainstorming and validation, we found that the kids' exhibition is an effective way to attract our target audience.

01

There is free ticket for parents & kids, so VIP cards may not be attractive.

02

The exhibition room is too dark for children to use mobile phones.

Museum of Contemporary Art, Taipei
Post-epidemic Museum Experience Design

Museum of Contemporary Art, Taipei
Post-epidemic Museum Experience Design