Argo

Argo provides visitors with a new way to experience the gallery's collections with improved navigation, exploration, accessibility and personalization. Argo will allow visitors to quickly and easily access information that may have been otherwise difficult and will allow them to feel more connected to the gallery and its collections.
RESPONSIBILITIES
UX/UI Design, User research, Branding, Illustration, Prototyping
TOOLS
Figma, Illustrator, After Effects
DURATION
7 Months

The Problem

The physical gallery environment poses many challenges to its everyday visitors such as difficulty accessing information, the lack of visitor collaboration and interaction, the decline in repeated interest and engagement in existing collections, and personalized visitor experiences.

How can I design a product that improves navigation, learning and accessibility for AGO’s diverse range of visitors?

The Solution

Argo aims to refresh the visitor experience by providing visitors with a new way to navigate, explore and learn about art at the AGO. With Argo, visitors can access information that was previously out of reach, can more easily locate the artists, artworks, collections and exhibitions they are looking for and can gain a personalized museum experience with collectable tokens and customizable lists.

Research

User Surveys

I conducted a survey in order to better understand what kinds of challenges and frustrations different visitors experienced, popular behaviours in the gallery space, and what users would value most in the product’s core features. The survey consisted of eight multiple-choice and short answer questions and collected six responses.

Key insights from my user surveys:

1

Participants typically always read gallery captions and texts and often want to learn more about specific artists or artwork.

2

Participants mentioned that they feel frustrated and anxious when not knowing where to go and when they would miss certain parts of the gallery. They also mentioned getting lost frequently, and not being able to effectively understand a printed map.

3

Visitors may feel rushed in the gallery space when visiting with or surrounded by others.

User Personas

Empathy Maps

Ideation

Information Architecture

User Flows

Design System

Prototype

Opportunity 1

Argo allows users to quickly and easily access an interactive map of the gallery space. Users can manually move around the map to discover what’s around them or can search the gallery for specific artists, works of art, collections and exhibits. Users may also filter search results for refined results and can access new or uncompleted virtual tours.

Opportunity 2

Users are able to learn where specific artworks are located within the gallery. They can then navigate to their next desired destination using AR. With access to the user's camera, Argo displays arrows and visuals on top of their current environment in order to more easily help them navigate the complex gallery space.

Opportunity 3

With Argo’s explore page, users are able to gain increased access to artwork and artist information. By scanning select works of art, the app will provide the user with the artwork’s information page which contains an artwork summary, background and more about the artist. The artwork information page will suggest other works users may be interested in. From the explore page, users can also access and edit their exploration history.

Opportunity 4

Users are able to save artworks to their profile and can create their own lists to organize their favourite items in the gallery. This allows users to quickly revisit artworks within or outside the gallery. These lists can then be shared with others.

Opportunity 5

In order to gamify the gallery experience and introduce a new way to learn and explore, users can use Argo’s camera to find tokens around the gallery. Users can access their token collection from their profile and can view them in AR. The tokens feature encourages users to revisit existing collections and learn more about local artists.

Final Prototype (for now)

Reflection

This project was extremely challenging as I worked on it for about seven months from conception to prototype. That being said, I’m extremely happy with how far the project has come and am proud of how much I accomplished end to end on my own. My biggest takeaway was learning how to be flexible and adaptable as I wasn’t able to carry out certain steps in my process as planned. For example, I wasn’t able to carry out my user interviews and surveys as the ethics board could not approve my proposal in time. Since I believed this was still an integral part of my research process, I pivoted my research questions and asked my peers instead. If I were to redo this project I believe a larger and more diverse participant group would have led to more insights. 

Going forwards, my next steps in this project will be conducting usability testing to evaluate the effectiveness of the product and make improvements to the UX/UI. I’d also like to build the product’s features out further i.e. the tours feature, saved feature, tokens and onboarding.

VIEW MY NEXT PROJECT
Immuno

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I’m currently looking for new grad or summer 2022 opportunities.
natashaatang@gmail.com
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