TAU Art Gallery
Research, UX/UI Design.
2024
Figma
The TAU Gallery App is a platform designed to enhance users’ engagement with the Tel Aviv University Art Gallery. Users can stay informed about events, register remotely, and explore art works and items for purchase. The app features an integrated audio guide and information on past exhibitions. On-site QR code scanning provides supplementary information, enriching the gallery visit even without a physical guide.
The Challenges:
• Difficulty staying informed about gallery events and exhibitions due to fragmented communication channels.
• Limited accessibility to event registration, lowering participation rate in gallery happenings.
• Lack of convenient access to art-related items for purchase outside of the gallery.
• Insufficient information about current exhibitions, impacting the depth of engagement for visitors.
• Inadequate resources for learning about past exhibitions, limiting opportunities for continued education and reflection.
The Goal:
Provide users an enriching experience that enhances their engagement with the TAU Art Gallery. By offering comprehensive features such as event and exhibition notifications, remote registration option, access to the gallery shop, audio guides for current exhibitions, and information about past exhibits, the app aims to facilitate users’ exploration and appreciation of art while promoting accessibility and convenience.
see full case study
Qualitative Research: User Questionnaires
Understanding the needs, behaviours, and pain points of TAU Art Gallery App potential users is essential to creating an effective product. To gain these insights, I’ve conducted user surveys.
Survey goals:
• Identify the core needs and goals of our users.
• Uncover pain points and frustrations of users with art institutes visits.
• Gather insights on user preferences and expectations.
Participant Selection:
A mix of university employees, students, and visitors to the gallery
Research Process:
Questionnaires were handed out to visitors who wished to answer them. This approach allowed us to gather a broad range of insights from a diverse group of participants, providing them the flexibility to share their thoughts and experiences at their convenience.
The Questions
• How often do you visit art institutions or galleries?
• How do you usually find information about current exhibitions before visiting a gallery?
• What types of information do you find most helpful when visiting an exhibition (e.g., exhibit descriptions, artist information, etc.)?
• Have you ever participated in a guided tour at an art institution?
• What is the main reason you might not participate in a guided tour (e.g., time constraints, cost, availability)?
• How important is it for you to gain deeper insights into the exhibitions you visit?
• How do you usually learn about upcoming gallery events or exhibitions?
• Would you find it convenient to access information about gallery events and purchase tickets remotely? Why or why not?
• How often do you use online platforms to purchase tickets for events or exhibitions?
Results
How often do you visit art institutions or galleries?
How do you usually find information about current exhibitions before visiting a gallery?
What types of information do you find most helpful when visiting an exhibition?
Have you ever participated in a guided tour at an art institution?
What is the main reason you might not participate in a guided tour?
How important is it for you to gain deeper insights into the exhibitions you visit?
How do you usually learn about upcoming gallery events or exhibitions?
Would you find it convenient to access information about gallery events and purchase tickets remotely?
Insights
Diverse User Base: The data indicates a varied user base with different levels of engagement. The app should cater to all these groups by offering tailored experiences—regular updates and exclusive content for frequent visitors, personalized recommendations and event reminders for occasional visitors, and engaging introductory content or virtual experiences for rare or non-visitors.
Online Dominance: The majority of users (70%) rely on online sources. The app should prioritize delivering high-quality, detailed online content, with a strong emphasis on exhibit descriptions and artist information. Offering multimedia content like videos and virtual tours can enhance the user experience.
Experience with Guided Tours: Only half of the survey participants have been to a guided tour in an art institute. When asked what was the main barrier to participation the majority of them pointed out time constraints. The app could offer flexible, on-demand virtual tours that users can access at their convenience. This feature can will also answer the needs of people with disabilities and those who prefer independent exploration.
Regular Use of Online Platforms: A significant portion of users (80%) purchase tickets online, showing comfort with digital transactions. The app should have a user-friendly e-commerce platform with strong security measures in place to reassure users. Clear communication about security and privacy features can help build trust with users concerned about online transactions.
User personas
Sara
74
Tel Aviv
Retired
Higher Education
Danny
23
Tel Aviv
Biology Student
Higher Education
A vibrant 74-year-old retiree with a deep passion for the arts. Despite her love for cultural experiences, Sara’s age has become a slight limitation, making it challenging for her to venture out of her house as frequently as she once did.
A 23-year-old biology student. In recent months Danny found himself interested in learning more about the field of arts. Danny is planning to visit the University’s gallery. He would like to have access to information about the exhibitions now in display in advance so he can plan his visit in advance.
Frustrations:
Goals:
To find a way to continue engaging with the gallery’s projects and exhibitions from the comfort of her home.
Frustrations:
Danny lacks the necessary information to plan his gallery visit effectively.
Goals:
To gather information about the exhibitions currently on display at the University’s gallery in advance of his visit.
User Journey
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Action
plan a visit
browse exhibitions
visit gallery
buy a ticket for a tour
enjoy visit
task list
1. Look for art exhibitions online.
2. Find the most adequate exhibitions for a visit.
1.Narrow down the options according to level of interest.
2. Open schedule and see what days are free.
3.Compare and see which option is most relevant.
1. Go to gallery.
2. Go to front desk.
3. Ask about ways to learn more about the exhibition.
4. Consider attend guide tour.
1. Check guided tours schedule. 2. Access time till tour is starting. 3. Check tour price. 4. Buy ticket. 5. Wait till tour starts.
1. View exhibition.
2. Listen to the guide.
3.Learn about the exhibition on display.
Emotions
Excited to view a new exhibition.
Frustrated about the long search through the web.
Happy to enjoy the beautiful art. Happy to learn more about artists and their artworks.
Annoyed about money being spent. Feeling tired to wait for the tour. Stressed out about visit taking longer than he thought.
Happy to enjoy the beautiful art. Happy to learn more about artists and their artworks.
Confused about options and trying to see which option is best. Stressed out about visit taking longer than he thought.
Improvement opportunities
Create a platform that gathers all exhibition options.
Provide information and include specifications about exhibitions.
Provide more options for visitors to learn about the exhibitions.
Allow visitors use an audio guide so they can have access to information without a guide.
Create an app that will allow users to know whats going on in the gallery and can provide them all needed information about the display in various formats.
• Lack of access to information about exhibitions leaves visitors feeling disoriented when navigating art institutions.
• To gain deeper insights into an exhibition, individuals typically rely on guided tours, a solution often constrained by time or financial limitations.
• Users desire convenient access to information about gallery events and the ability to purchase tickets remotely, eliminating the need for physical visits to the space.
• People seek access to information about past exhibitions to continue their art education, irrespective of whether the artwork is currently on display.
• Individuals express a desire to conveniently purchase items from the gallery’s shop online.
Problem statements
Sara is a 74-year-old retiree with a deep passion for the arts who needs a way to engage with the gallery’s projects and exhibitions from the comfort of her home because her limited mobility restricts her gallery visits.
Danny is a 26-year-old biology student who needs access to information about the exhibitions currently on display at the University’s gallery in advance of his visit because he lacks the necessary information to plan his gallery visit effectively.
Hypothesis statements
If we create a virtual gallery experience that allows users to view exhibitions and participate in gallery events online, then Sara will be able to engage with the gallery’s projects and exhibitions from the comfort of her home.
If we provide a comprehensive online platform with detailed information about current exhibitions, then Danny will be able to effectively plan his visit to the University’s gallery in advance.
Goal statement
TAU Art Gallery App aims to provide users with a seamless and enriching experience that enhances their engagement with the Tel Aviv University Art Gallery. By offering comprehensive features such as event and exhibition notifications, remote registration capabilities, access to the gallery shop, audio guides for current exhibitions, and information about past exhibits, the app aims to facilitate users’ exploration and appreciation of art while promoting accessibility and convenience.
Quantitative Research: Competitive audit
Market Comparison
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Competitor type
Location
Product offering
Price
website
business size
target audiance
unique value proposition
Smartify
Indirect
Worldwide
Discover artworks, artists, collections and art institutes. Find art institutes around the area. Book tickets and tours. Scan, save and share liked art work.
Free
Large
Art lovers, tourists, artists.
Smartify is an all-in-one app for discovering art collections from all over the world, find museums and galleries near you, book tickets and register to art tours.
SC Abbot Hall Art Gallery
Direct
Kirkland, United Kingdom
Discover some of the collections. Explore artworks in high resolution. Book tickets and tours. Scan, save and share liked art work.
Free
Medium
Art lovers, tourists, artists.
Abbot HallArt Gallery app is a tool for exploring some pieces of the collection in super-high resolution like never before.
Tel Aviv Museum of Art
Direct
Tel Aviv, Israel
Audio guide for the museum.
Free
Large
Art lovers, tourists, artists.
Tel Aviv Museum of Art app is an in-hand audio guide for visitors in the museum. the app allows users to listen to an explanation about the current exhibition as well as to read about them.
Report
Competitive Audit Goals:
• Identify strengths and weaknesses of competitors to find opportunities for the TAU Art Gallery App.
• Analyze the types and quality of competitors’ products to benchmark the TAU Art Gallery App.
• Explore how competitors communicate their value propositions to attract and retain users.
• Find opportunities to make TAU Art Gallery App better.
Key Competitors:
Smartify
SC Abbot Hall Art Gallery
Tel Aviv Museum of Art
Competitor Strengths
Smartify
• Extensive features and global reach.
• Integration of multiple functionalities (booking, discovery, sharing).
SC Abbot Hall Art Gallery
• High-resolution exploration of artworks.
• Focused and specialized content.
Tel Aviv Museum of Art
• In-depth audio guides tailored to current exhibitions.
• Strong local presence and relevance.
Competitor Weaknesses
Smartify
• May lack localization and specific focus on individual galleries.
• Potentially overwhelming for users seeking specific content.
SC Abbot Hall Art Gallery
• Limited scope and range of functionalities.
• Smaller scale compared to larger competitors.
Tel Aviv Museum of Art
• Focused only on audio guides, potentially missing other engagement features.
• Limited to current exhibitions, lacking information on past exhibits.
Design Opportunities Based on Audit Insights:
• Develop a robust, all-encompassing app that combines high-quality audio guides, exhibition information, and remote engagement features.
• Offer unique features like high-resolution artwork exploration, similar to SC Abbot Hall Art Gallery.
• Integrate a global reach with localized, detailed content for the Tel Aviv University Art Gallery.
• Provide an online shop and virtual engagement tools to enhance accessibility and convenience for all users, including those with limited mobility like Sara.
Home page
Explore page
Events page
Shop page
Research Plan
The TAU Art Gallery App aims to provide users with a digital experience of exploring and engaging with the gallery’s exhibits. This research was initiated to identify usability issues and improve the overall user experience to ensure that the app meets both user needs.
Each participant was asked to perform actions on the app, such as registering for an event, purchasing a gallery catalogue, exploring an artwork, and using an audio guide. After completing these tasks, participants were asked to answer a questionnaire regarding their app usage experience.
Research Goal:
Identify design problems affecting user navigatiom and interaction within the app.
Research questions:
- What specific usability issues do you encounter when navigating through the app?
- How easily have you completed the requested actions?
- What are the common tasks users perform, and how effectively can they complete them?
- Are there any points in the app where users experience frustration or confusion?
- How intuitive did you find the navigation and layout of the app.
Insights
Insights
• Simplify the Home Page: Remove the footer menu, retaining only the hamburger menu to streamline navigation. Create a cleaner, more aesthetically pleasing home page by eliminating the different sections. Introduce a scanning option for quick access to information during gallery visits.
• Add Search Bar Options: Implement a search bar on the events, explore, and shop pages to facilitate easier and faster content discovery.
• Create Accordions: Introduce drop-down tabs on the events, explore, and shop pages to enhance organization and improve user navigation.
• Add Quick Registration Option for Events: Implement a quick registration option to streamline the process and improve user satisfaction with event sign-ups.
• Revamp the Explore Page Layout:Redesign the explore page to be organized by exhibitions instead of by individual artists and artworks, reflecting the gallery’s usual presentation style and making it easier for users to explore current and past exhibitions.
App Design
FFFFFF
101010
323232
7C7C7C
Open Sans / Headings
H1 / Heading / 36 px Bold
H2 / Heading / 28 px Bold
H3 / Heading / 18 px SemiBold
Open Sans / Subheading
B1 / Body / 16 px Regular
B2 / Body / 14 px Regular
B1 / Body / 12 px Regular
B1 / Body / 8 px Regular
Open Sans / Button
Button / 16 px Regular
Dive into the world of art on your on time, at your own pace.
A QR scan feature in the app provides visitors a quick and accessible experience in the gallery, allowing them to learn more about the exhibitions without the dependency on a guide or a group.
Busy schedule?
The explore feature allows users to discover and navigate through current and past exhibits, giving the ma chance to enjoy art at the comfort of their home or on the go.
Want a private tour?
An audio guide provides detailed insights and context without the need to be depended on text or a guide. through audio, the app allows all users, including those with visual impairments, to engage more deeply with the artwork at their own pace.
Keep track of events and offerings.
Providing a quick registration option allows users to secure their spot at events with just a few clicks, along with receiving reminders and updates.
