2025 — 2026
UX Research & Design
Art Institute of Chicago
Client
Art Institute of Chicago (Academic — UX D 260)
Role
UX Researcher & Designer
Tools
Figma, Research Methodology
Year
2025 — 2026
Own the moment.
Experience the future of art.
To combat stagnant growth and reduced funding, the Art Institute of Chicago needed to move beyond its traditional, older audience to aggressively engage a younger, more diverse demographic — ages 16 to 25. I researched, designed, and conceptualized a hybrid phygital exhibit blending immersive digital installations with collectible NFTs, extending the museum visit beyond its walls.
01. The Research Process
Conducted 12 semi-structured interviews with participants aged 18–25 — college students and young professionals — for 20–30 minutes each, both remote and in-person. Key findings: Museums feel like a time commitment — young adults prefer flexible, low-pressure experiences. Social friction is a barrier — coordinating group plans discourages visits. Cost influences decisions — free days and discounts significantly increase attendance. Experiences feel passive — text-heavy exhibits reduce engagement. Technology is welcome if useful — apps are accepted when they enhance interaction. Discovery happens on social platforms — TikTok, Instagram, and friends drive awareness. Quote: "Museums feel like you're signing up for a whole thing." — Interview Participant, Age 2002. What the Research Revealed
Visitor Emotional Journey: Discovery (Neutral) → finds exhibit through social media, open to something new. Planning (Frustrating) → checks prices, coordinates schedules, feels overwhelmed. Arrival (Frustrating) → parking, navigation, energy drops before it begins. Engagement (Neutral) → passive viewing, limited interactivity. Exit & Reflection (Neutral) → unsure if time/money felt worthwhile, short-lived inspiration.03. Four Guiding Principles
1. Frictionless entry. 2. Mobile first engagement. 3. Optional depth of learning. 4. Shareable social moments.04. The NFT Exhibit Concept
Designed a four-phase experience ecosystem bridging the physical museum visit with a companion app: Phase 1: Enter — Ticket check-in / QR Scan Screen. Phase 2: Engage — Interactive digital exhibit / AR Viewer + NFT Claim. Phase 3: Exit — Leaving museum / NFT saved to wallet. Phase 4: Extend — Visit is over / Share NFT, earn rewards, revisit gallery.05. Design Decisions
An infinite list pattern was implemented using cards and linear rows — organizing content while maintaining rhythm and continuity for the user.
