UX Techniques
Market Research, User research (surveys, interviews, competitive analysis), affinity mapping, user flows, task analysis, information architecture sketching, prototyping & usability testing.

Sharpies, markers, post it notes, Invision & Sketch.

My Role

UX Designer UX Researcher

Victoria & Albert Museum

V&A Museum in London is the world’s largest museum of decorative arts and design. It houses a permanent collection of over 4.5 million objects with a great diversity from architecture, fashion, ceramics.

V&A Objectives — Make the experience of V&A visitors engaging and navigation of the museum more straight forward.

Our Objectives — The solution was to design an hybrid app that is interactive and intuitive for the users.



We wanted to understand the market and see what other competitors are doing to resolve this issue. I was able to identify the following competitors.

Direct Competitors

  1. Tate Modern
  2. National Gallery
  3. Design Museum

Indirect Competitors

  1. London Dungeon
  2. Buckingham Palace Tour

We then divided the team into 2, and I was part of the team that paid a site visit to Tate Morden and here is a summary of both teams findings —

Design Museum and Tate Mordern site visits summary

We also looked at their online presence, and here is a summary of our findings.

Summary of competitors online presence

What would make the V&A stand out ?

We paid a site visit to the V&A so that we can fully understand what thier strenghts and weakness are and how we can improve on this, by doing so we came up with 4 core USP.

V&A 4 Core USP


I and the team did an extensive user research, we wrote together some survey questions which we posted on social medias, We also interview users face to face at the V&A and outside the V&A.

Users Research and Interview findings

Interviwing at the V&A
Survey Response
Interview Findings

Meet the Personas

From our user interviews, we each created a proto-persona, which lead us to come up with 3 personas.

Let me introduce you to Vanessa

There was an overlap among the 3 personas that we created, We focused on Vanessa as the main persona for this phase of the project due to her similarities with some of the users that we interviewed.

Meet Vanessa

Persona — Vanessa

Vanessa Problem Statement and Current Low Point

After our research, the things our users talked most about, are Navigation, Social Experience and Engagement. Which lead us to our next Approach — Creating a MOSCOW LIST(Must, Should, Could, Would) and Affinity Map.


We ran a design studio to sketch out some initial ideas, so we could test them out with some potential users.

Design Studio

Design Studio outcomes

From our user research and using the V&A USP that we set out on the MOSCOW LIST, we came out with some initial sketches -

Design Studio Outcomes
Design Studio outcomes

Testing & Iterations

I carried out some Guerrilla testing and also tested on some users that responded back our survey.

Testing Testing Testing


We recieved extensive feedback from the testing, which lead us back to the drawing board to make some changes.

I AM LOST — During the testing, users find the word I am lost too broad.

“What about if am not lost,I just wanted to locate the toilet” — David
“I am lost is a strong word, seems like the app want me to get lost” — User at V&A

Fron the feedback that we got from testing, we changed the I AM LOST to GUIDE ME. We tested out GUIDE ME and still 7/10 user didnt know what GUIDE ME actually meant, so we went back to the basics and used the word MAP and we made it bigger to stand out. Illustrated below



Maps — Our initial idea was to have 2 maps (1 map for exhibition room, another map for the whole museum). Now that I am typing it out, it sounds confusing to me as well. We tested our initial map with users and one of the response was

“Why do you have 2 maps, can’t you combine all the maps into 1 and if i want any specific location I could just zoom into it” — User at V&A (Toki)

We combined the maps and tested it again, and it was more intuitive for the users. Illustrated below



Setting Meeting Point — We tested out the meeting point feature, and some of the resposnses we got were

“How will my friends know that I have set a meeting point” — Kito
What about if my friends don’t have the app, How will they be notified”- User at V&A

Illustrated below


We further developed a clickable prototype and brought it up on Invision

Feel free to try out the clickable prototype here

Quick Recap with Vanessa Current Low Point below


Every museum or exhibition should develop this — David
I will definetely download the app and use it — Ru from Lyst

Thank you for taking time to read. Kindly check out my web portfolio here