MUZEO is a digital platform designed to bridge the gap between museums and modern audiences. Available as both a responsive website and a mobile app, it delivers a seamless, cross-device experience. Whether users are discovering current exhibitions, booking tickets in seconds, or exploring exclusive multimedia content, MUZEO empowers them to engage with art on their own terms, conveniently, intuitively, and enjoyably.
The challenge
Museums today face a digital gap. While many people are eager to engage with art and culture, the traditional museum experience often doesn’t match their expectations or lifestyles. Visitors, especially busy professionals, teachers, and parents struggle with:
Scattered and outdated information across different platforms
Long queues and complicated ticket booking processes
A lack of engaging, interactive experiences,especially for younger audiences
No easy way to personalize visits or stay updated on new events
These issues can make museum visits feel inconvenient, uninspiring, or inaccessible, especially in a world where people are used to quick, smart digital solutions.
The solution
MUZEO was created as a flexible, digital-first solution that reimagines how people interact with museums. Designed as both a responsive website and a dedicated mobile app, it meets users where they are—on any device, at any moment. The platform enables fast and intuitive ticket booking for individuals, families, and school groups, and delivers personalized notifications and exhibition recommendations based on user interests.
Beyond logistics, MUZEO enhances the cultural experience through exclusive digital content such as curator commentary, behind-the-scenes videos, and interactive guides. Dedicated tools support educators and families with access to age-appropriate educational materials and simplified planning features. By combining user-centered design with cultural accessibility, MUZEO turns a museum visit into a connected, inspiring journey—before, during, and long after leaving the building.
Branding
Brand Promise MUZEO Your Gateway to Art & Culture
Brand Essence
MUZEO distills the museum experience into a smooth, intuitive journey—connecting people with culture through technology. It’s about bridging tradition with modern convenience, turning visits to museums into accessible, enriching, and inspiring moments for everyone.
Brand Personality / Archetype
SAGE
MUZEO communicates with the voice of a modern, wise guide—informed, curious, but never distant or intimidating. It's smart, but never arrogant. It combines the authority of a cultural expert with the warmth of a helpful companion.
Knowledgeable rooted in the art world, with expert content and curated insights.
Approachable friendly tone, intuitive design, accessible features.
Modern responsive, digital-first, with up-to-date tools for organising and enhancing visits.
Inclusive whether you're an art lover, parent, teacher or curious visitor, MUZEO speaks to you.
Brand Slogan
Experience Art. Effortlessly.
Summary
MUZEO is your gateway to art and culture, designed for real life. It removes barriers-like complex bookings or scattered information and replaces them with intuitive features, inspiring content, and a seamless user experience. The brand stands for effortless discovery, meaningful connection, and cultural participation for all.
Personas
To ensure that MUZEO truly addresses the real needs of its users, I developed detailed personas representing key audience groups. These personas helped guide design decisions by focusing on user goals, frustrations, and behaviors. By empathizing with different user types—from busy professionals to families and educators—I could shape an experience that feels intuitive, engaging, and meaningful for a wide range of visitors.
Age: 28 years
Profession: Account Manager
Location: Warsaw
Status: Single
Anna
Persona bio Anna works in a marketing agency, running campaigns for clients. Her days are filled with meetings and deadlines, which is why she appreciates convenient solutions that allow her to organize her time effectively. Art is her passion and a way to relax - she loves visiting museums and galleries, but often finds out about exhibitions at the last minute.
Lifestyle Busy, ambitious, passionate about enjoying the delights of the big city
Needs
+ Stay easily updated on new exhibitions and cultural events without having to search multiple sources
+ Quickly and conveniently purchase tickets online
+ Plan museum visits efficiently to fit her busy schedule
+ Receive personalized recommendations based on her interests
+ Access reminders for upcoming events so she doesn't miss exhibitions she would enjoy
Frustrations
- Lack of time to search for information about exhibitions and events across different websites
- Finding out about interesting events too late to attend
- Long queues at ticket offices
- No easy way to organize cultural outings spontaneously.
- Missing opportunities to experience art due to her busy work schedule
“Finding out about an event the day it ends? Story of my life.”
Value Proposition Canvas for Anna
Age: 35 years
Profession: Office manager
Location: Warsaw
Status: Married
Kate
Persona bio Kate is an active mother who likes to organise family outings and educate her children through art and culture. Despite her desire, she often lacks the time to search websites for attractions adapted to children. She would like museum visits to be interesting for her children and the organisation - as simple as possible.
Lifestyle Very busy with home and work
Needs
+ Find interesting events and exhibitions for children
+ Avoid the stress of organizing a visit
+ Have access to interactive materials that will make the visit more interesting for children
Frustrations
- Lack of clear information about attractions for the youngest
- Difficulties in finding appropriate sightseeing paths for families
- Children quickly get bored during classic sightseeing
“I want to spend time with my kids
in creative and developing way.”
Age: 45 years
Profession: Art Teacher
Location: Warsaw
Status: Married
Mark
Persona bio Mark has been teaching art history at the high school for years and regularly organizes educational trips to museums. He wants his students to have access to high-quality educational materials and to be able to better understand the context of exhibitions. At the same time, he is keen to organize group visits efficiently, which is often problematic.
Lifestyle An ambitious teacher overwhelmed by his responsibilities
Needs
+ Efficiently book group tickets for students
+ Have access to educational materials that help prepare for the visit
+ Find engaging ways to interest young people in art
Frustrations
- Complicated booking process for groups
- Lack of dedicated educational content tailored to young people
- Difficulty accessing guides and additional online resources
“If I had easy access to educational materials tied to exhibitions,
I could prep my class so much better.”
Information architecture
The structure of the MUZEO platform was designed with user needs at its core. Each decision—from navigation to content hierarchy—was guided by the behaviors, goals, and pain points of our key personas. Users needed quick access to ticket booking, clear information about current exhibitions, and tailored features like educational resources or family-friendly paths. The information architecture ensures that whether someone is planning a spontaneous visit or organizing a school trip, everything they need is easy to find and simple to use.
Sketches
Wireframes
Responsive website
Application
High fidelity - app
The MUZEO home dashboard is designed to give users immediate access to what matters most: exhibitions and events. With a clean, intuitive layout, users can explore trending exhibitions, browse upcoming events, and save favorites with a single tap. The top navigation ensures effortless movement between sections like Exhibitions, Events, Articles, and Favorites, while smart icons and a prominent search bar make discovering content easy and engaging. Whether you’re looking to plan your next visit or dive into digital content from home, the dashboard puts the full MUZEO experience at your fingertips.
The Exhibition section of the MUZEO app provides an immersive preview of current shows, offering users both inspiration and practical tools to plan their visit. Each exhibition page combines high-impact visuals with curated descriptions that highlight the theme, artistic approach, and emotional experience of the event. Users can dive deeper into exhibition content, view featured artworks, and mark their favorites for later.
The Events section offers a curated overview of upcoming exhibitions, talks, and cultural happenings, all in one scrollable view. With bold visuals, clear dates, and concise descriptions, users can quickly explore what’s on and plan their attendance. Whether it’s a one-night-only installation or an ongoing digital art experience, this section makes it easy to stay informed, save favorites, and feel connected to the cultural pulse.
One of the most important features of the app is the Favorites section, where users can save not only specific events and articles but also entire interest categories. This helps personalize their experience, allowing the algorithm to suggest relevant upcoming exhibitions and content. Users will also have the option to subscribe to a newsletter for curated updates.
Another key screen is the ticket purchasing view, which focuses on the app’s core functionality. Users can easily buy tickets and access their entire archive of past purchases. Each ticket includes a QR code that grants them quick and seamless entry to exhibitions.