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PHILADELPHIA MUSEUM OF ART

Independent Study—Jan-May 2012

During the second semester of my final year at Wharton, I embarked on an independent study with the Wharton Marketing Department. Specifically I was interested in doing work around brand perception and customer experience design. I was able to partner with The Philadelphia Museum of Art. 

Research / Brand Strategy

Through focus groups, surveys, and interviews with museum personnel I developed insights into the overall perception of the museum. This led to a point of view about the museum’s character and the gap between the museum’s identity and the image that is felt by people. 

I was able to identify the key user needs that relate to the overall museum experience but also with regard to the PMA in particular. Particular focus was paid to the PMA’s younger audience and how to engage them on a regular basis.  Key findings about their motivations and brand associations led to further insight into how the museum could improve its experience.

Prototyping

Focusing on storytelling and games, I developed a prototype of a mobile app designed to enhance the in-museum experience. The app aimed to bring to life the collections in the museum through a treasure hunt. Correct responses would be rewarded with points that could be redeemed for deals at local stores.