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OSSES VIDAL, Franco Matias, (2022) Enhancing the visitors experience at MAMCO, Geneva’s Modern and Contemporary Art Museum with digital tools CORRECTED.pdf
Bachelor thesis

Enhancing the visitor experience at MAMCO : Geneva’s Modern and Contemporary Art Museum with digital tools

  • Genève : Haute école de gestion de Genève

59 p.

Bachelor of Science HES in International Business Management: Haute école de gestion de Genève, 2022

English MAMCO is Geneva’s Modern and Contemporary is Switzerland’s biggest museum of modern and contemporary art and one of the most important. While the overall appreciation of the museum is positive, the museum has identified some areas of possible improvement. Some visitors have complied about the difficult understanding the exhibitions, the bad access to information and difficulties navigating the museum, therefore the research started as an answer to unmet needs of visitors. This study is aimed to provide a solution to improve the customer experience visiting the museum and provide proof that a custom-made digital tool could improve visitors' experience discovering the exhibition and navigating the different spaces.
The first part aims to understand the structure and functioning of the museum and understand its visitors, therefore different seances of observations and timed observations were executed, during those sessions, we learn that most of the visitors do not utilize the provided information support and that the proposed order of the visit is largely ignored, mainly because there are not clear directional indications at the museum. The research focuses then on selecting and developing a prototype of a pertinent digital tool that could address the issues faced by visitors. The selected support was an audio guide that works in conjunction with chronological numerated QR codes, this ensures better access to the information and an easy way to follow a predetermined pathway. The study describes the design and development of the prototype that was tested in a real setting at the museum, the codes were strategically located in one part of the exhibition, and a test group visited this part of the exhibition with the prototype and the rest of the exhibition without the prototype.
The final part analyses the result of the debriefing exercise after the prototype test, and the subsequent development of a survey and metrics to analyses visitor satisfaction.
Based on the results from this study, we can conclude that a custom-made digital tool, can improve the customer experience at Geneva’s Modern and Contemporary Art Museum by improving information accessibility, providing pertinent and interesting information, improving the navigation at the museum.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion de Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://sonar.ch/hesso/documents/321199
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