Izzy Hilditch Design     

04. Navigate the Tate
  

App Design UX/UI Design Branding Figma & Microsoft Azure


Creating an innovative app for visitors of the Tate Modern in London to navigate and plan their experience around the gallery.


About
I’ve been fascinated with design flaws in museums and galleries. “Visitor Studies”, a field dominated by educational psychologists, intends to understand visitor engagement in cultural institutions. I’ve become attached to calling these visitors “users” instead - I believe that by thinking of attendees as users we can better understand their experience as an active engagement in the museum material rather than passive visit.


1. Literature Review 

Defining Problems in Visitor Studies
As an active visitor to museums and gallieries, I’ve noticed how the concept of “going to a museum” is a very divisive decision. While it excites some, it bores others. Indeed, not just the decision, but from within the museum, I often watch people drift around, sitting, unengaged. Going to the museum can feel like something we have to do, or should do, rather than want to. These observations have inpsired me to understand more. In defining the problem, I conducted thorough research through understanding current literature.








2. User Research


In-Depth User Interviews
Our research consisted of 15 in depth participant interviews. The interview was structured to understand what users really needed from our integrated application. We made some key observations: 

1. Users want to be able to find art that is “famous” or particular to the destination. They want to be able to locate these works, 

2. Users want a ticket that can be purchased in app ahead of their visit. 

3. Users want to be able to take photographs during theri visit and enjoy this as a part of keeping tokens from thier visit.


3. Prototype


After conducting research, we created a working prototype on Microsoft Azure. The prototype was built before we could conduct preliminary usability testing to make sure the main objectives of the app were achieved. This was a black and white prototype before deciding on branding for the application.  



Once I worked on the brand, I was able to translate my wireframes into working prototypes before building the site. This stage helped me test and get some early feedback before building the site.



3. Branding Concepts

Once conducting a basic prototype, I started to work on some branding concepts for the application.  Given the Tate already has a visual branding, I wanted to create something similar but with a twist. I decided on bright colors  and an energetic feel for the branding.