Project Timeline
How might we encourage students to step into Weisman, and keep them coming back in the long term?
Investigate
1. Investigate
Learn about the problem
Research
2. Research
User interviews and surveys
UI/UX Design
3. UI/UX Design
UI Moodboard
Final Design
4. Final Design
Decide what information to include
Client Background:
Weisman Art Museum
Weisman Art Museum is located in the University of Minnesota. It features a striking exterior designed by the renowned architect, Frank Gehry.
Weisman Art MuseumProject Scope
Weisman Art Museum receives low visitorship, despite being in a high traffic location and having free admission for all.
Goals
Create a banner that:
- Promotes long-term visitorship
- Encourages students to visit for more than just the art e.g. studying, hanging out
"Marketing Weisman has been difficult as our email lists have been shortened due to system change."– Weisman management
"Building [while iconic] may look intimidating for others and students don't know about free admission."– Weisman management
#1
Research Questions
- How did current visitors find out about Weisman?
- Why do current students not go to Weisman?
- Is Weisman on the correct marketing platforms?
- In general, what do students like or dislike about venues, and how do they choose where to go?
Thought process flow chart#2
User Research
To answer my research questions, I conducted in-person user interviews and online surveys to uncover more insights.
Insight 1
After explaining what Weisman offers, students just need a bit of nudge for them to explore.
"I didn’t know Weisman was free. I’ve never received emails or promotions about the museum."
"Where is it? I never knew its name. But the exterior caught my eye."
Insight 2
In terms of spaces, students were interested in:
- study spaces where eating is allowed
- an unique atmosphere different from libraries
"I thought that with such an interesting architecture on the outside, it must be interesting on the inside."
"I just don't like library mood, it's too dark. I would prefer a cafe environment, I love that jazzy, good lighting."
UI Moodboard
Focuses on
- Current art/graphics related to Weisman
- Information visualization
Final Design
Information I seeked to include:
- Free admission
- Art shop where you can rent and buy art
- Commercial cafe that serves coffee and tea
- Study and meeting spaces
#4
Moving forward
It takes more than a poster to change Weisman’s position in the student body.
A series of coordinated efforts ranging from
- social media marketing
- collaborating with student groups to host events
- putting up more posters
would be required to truly revitalize Weisman.
Studying in Weisman
Jiaxi Tang