Leap Forward

The KMSKA app where the user experience is central.

The KMSKA app, which can be used on your own smartphone or tablet or via one of the museum’s devices, provides practical information and explanations about the works of art and shows the route through the museum’s collection. The app is also customisable and has an option for hard-of-hearing or deaf visitors. The sound does not come from the device speaker. Prior to this, an extensive consumer survey was conducted. By mapping the entire process with all touchpoints and all target groups, a product has been created that takes every user into account. 

The jury on the KMSKA app:

It’s an example of an app that seamlessly connects to the experience. The app is entirely devoted to the experience of the exhibition and complements it beautifully. The preliminary research began at the same time as the renovation of the museum. The visitor’s experience is key. It's great that the museum's policymakers saw the app as a fundamental part of a museum experience.

How did the idea for this project come about?

During the renovation and the mapping of visitor flows, it wasn’t long before we noticed that the building was very complex and that we had to find a good way of guiding visitors through the museum. We also wanted to immerse the visitors in the museum at their own pace and depth. So we came up with the idea of a personal, tailor-made audio guide, combined with digital wayfinding. This idea was further validated by de schoonste 100, a wide selection of visitors from different target groups, specifically created to test our ideas and prototypes with end users throughout the different processes.

What makes your project so special?

Throughout the entire process, we have succeeded in always putting the user first and working on the basis of the needs and wishes of the museum visitor. This has not only resulted in a highly accessible mobile application, but has also had a broader impact on the organisation of the KMSKA itself. A human-centric mindset led to a fully inclusive experience across all touchpoints: from reception to the online ticket service. But we also went even further in the app itself: we didn’t just make the app available in multiple languages, we also added a sign language option. That way, we also offer visitors with hearing impairment a great experience.

Do you have any further plans for this project?

We will continue to fine-tune and optimise the application in close collaboration with the KMSKA. Based on both qualitative and quantitative insights, we have developed a detailed plan to improve the visitor experience in the app by adding additional features and raising awareness about the application.