MyTretyakov — a museum that you create

MyTretyakov — a museum that you create CreativePeople Agency

Category
Craft
Nominations
UX, UI & Journey Design
Company
Tretyakov Gallery
Brand
MyTretyakov
Link

Task

MyTretyakov is a crowdfunding platform for the Tretyakov Gallery. The goal of the project is to make art accessible to everyone and to attract young audience to national art. To make the project interesting to a wide audience, we thought over and implemented game mechanics in the site. Within the framework of the project, each person can discover a new masterpiece, assemble their own collection and become a patron of the picture they like.

Ideas and solutions

The idea of ​​the project originated back in 2018 somewhere in the bowels of the Tretyakov Gallery, in the storerooms, where 18 thousand paintings were waiting to be digitized. This was the initial newsbreak, but it was far from the final goal of the project. The gallery wanted to make a grandiose digital project that would allow to digitize the collection and make art available to everyone. To determine how the product might work, we started with research. We conducted benchmarking and researched the experience, digital products and crowdfunding projects of the largest world museums, analyzed and formed the target audience of the Tretyakov Gallery and the project itself, which no one has done before. Based on the research, we found out that there is a noticeable segment of a young audience under 30, which can be expanded by attracting them to MyTretyakov. Thus we realized that the project needed gamification. And decided to conduct some more research. We analyzed the joints of modern game mechanics and crowdfunding, researched, how the project can be designed from this point of view and actively involved customer in the discussion. Finally, based on all the data, we developed CJM and userflow, approved the design concept and created design. After that, of course, we conducted another study — custdev with interviews of real users. Based on the feedback, we made minor adjustments to the logic and brought the project to perfection. There was little left to do — to develop the project with the help of colleagues from KR.digital. Since the launch, the site has already been visited by 65,079 people, of which 2,089 have registered. The average time spent on the site is 8:05, which suggests that the users deeply interact with the interface. The bounce rate is 65.8%. The project is quite complex in terms of mechanics, which is why there is a number of users leaving the site without interactions, but if this interaction does happen, then we get a high rate of engagement.