Museum Culture Awards IDCA

BRONZE – Audio that moves you by SF MoMA – USA

Case Study

BRIEF:
The guiding experience goals and technical requirements included:
• Serve as an essential part of the SFMOMA experience that can only be had on site.
• Deliver location-aware, streaming content for visitors who use their own devices.
• Integrate with SFMOMA’s multiple supporting technologies and platforms via REST APIs.
 


 
STRATEGY:
The target audience and features were refined through a market study and visitor journey maps. The result is a story-driven, in-pocket experience that couples rich audio storytelling with location-aware tech. Immersive audio walks guide visitors on playful, emotive journeys, while highlights lists give point-to-point directions to key artwork.
 
CHALLENGES:
Limited access to the site and artwork was a big challenge for user testing and content development while the physical site was closed. SFMOMA overall budget for the design, UX/UI, and development of the SFMOMA app was limited– as were staff resources.
 

 
TECHNOLOGY:
• Descript, an application for content producers
• A custom browser-based CMS
• Apple Indoor Survey app was used to create a comprehensive map
 
OUTCOME:
The app has been used by over 50,000 people since the museum opened in May 2016. Those users have listened to almost 300,000 individual artwork stops and immersive walks