Scala Theatre
Museum Website and App
The Scala Theatre Museum is a private museum institution located in Milan. The Scala Theatre Museum in Milan aims to engage visitors and prospective learners, educators, and enthusiasts of culture, musical arts, and theatre by promoting upcoming events and programs.
Project Overview
This project focuses on creating pre-visit experiences and design solutions that effectively communicate available exhibitions, performances, and learning opportunities, ultimately encouraging more informed participation in the museum’s offerings.
Project Goal:
Inform visitors about events and encourage engagement in cultural and theatrical programs through improved pre-visit experiences.
Timeframe:
3 months
Framework:
Agile UX
High-level Challenges:
Difficulties in finding event details, buying tickets, and checking calendars hinder user engagement and museum attendance
Rootcauses:
Low accessibility, user experience inconsistency, and lack of branding/identity in design
KPIs:
Task completion rate/steps
Why: Reducing the number of steps required to complete tasks like finding a venue, buying a ticket, and checking the calendar can reduce complexity and enhance accessibility
Design System Accessibility Rate
Why: Increasing the micro-level design accessibility, such as color contrasts and word space, etc. is crucial
Research Outcome:
Stage 1: We evaluated the current website and four competitors (MET, Museo del Novecento, Sembrich, Casa della Musica) by scoring parameters like quickness, engagement, and responsiveness (Scaled between 0 and 10)
Stage 2: Leveraging existing user data, we created personas and empathy maps to understand motivations, expectations, pain points, and desired improvements in the cultural experience.
Stage 3: Through task analysis, we identified critical user actions—buying tickets, checking the event calendar, and browsing programs—as priorities for initial design development.
Main Tasks
#1 Buying Tickets
#2 Checking Calendar
#3 Browsing Events
Prototyping
Leveraging insights from research stages, we developed information architecture diagrams to shape the solution and user flows for the website and the mobile app. Moreover, we designed a mobile application featuring exhibitions and events, calendar and buying tickets
