Request from the client:
re-design of the site Muciv – museum of civilizations.
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Muciv – Museum of Civilizations is composed of four realities:
- Prehistoric ethnographic museum “Luigi Pigorini”
- Museum of Folk Arts and Traditions “Lamberto Loira”
- Museum of Oriental Art “Giuseppe Tucci”
- Museum of the Early Middle Ages “Alessandra Vaccaro”
Since 2016 it has been established as a Museum Hub.
The Museum Pole is located in the south part of Rome: Europe Quarter.
As is analysis
Starting from the analysis of As is, with particular attention to the website and social profiles, we were able to define strengths and weaknesses.
From the study of the home page, we have extrapolated useful information about the contents conveyed and the interaction with them. From the analysis of social networks, we understood the user sentiment towards the brand.
Project objectives
By interweaving these data with the information that emerged from the interview with the client, we have identified the project objective: “Within X years, increase the number of visitors of which x% foreign tourists and x% children/schools”.
Benchmark
At this point we moved on to the Benchmark phase, keeping the “Capitoline Museums” as our main competitor. Taking as parameters and tools the same used for the analysis of the As Is of Muciv, we could compare the two realities: Muciv and the Capitoline Museums.
Research objectives
The information obtained from the various phases led us to the definition of the research objectives, bearing in mind that the target we chose is the foreign tourist and the investigation focuses on the experience (before, after and during) that he lives during the planning, the visit and the post-visit of a museum.
The tools of investigation are:
- interview
- guerrilla Interview
- research/comments/social feedback
- survey
- shadowing
- interviews with museum employees
for the project work, we focused on interviews and research on social channels
Personas, scenarios, customer journey
Thanks to interviews and research we have collected enough information to give life to our personas: the two profiles of Matthew Control “The organized” and Sarah Easy “The explorer”.
We placed the personas in two scenarios and created their journey maps, tools that can help us understand the touchpoints and consequent pain points, from which to develop solutions to achieve the objectives.
Solutions
In the first phase, we can take micro-actions to improve the experience. In fact, research has revealed actionable insights:
website:
• english translation
• make the contact area more visible
social media:
• open the MUCIV profile, at the moment there are four profiles for the 4 museums
physical environment:
• audioguides
• revise lighting
• multilingual signage
• update library
• multilingual signage
In the long term, and through careful planning, actions can be put in place that will allow people to live an Omnichannel experience, capable of accompanying the person in all phases (pre-during-after visit). To achieve this goal, the first action to be taken is to work on the information architecture, making the content unique but separable from the content and highly resilient depending on the context in which it is placed. At the same time, it is necessary to work on the visual aspect, on language, and to make it coherent for all four museums, making them a single entity: MUCIV museum of civilizations.
