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MOMI AR Experience
Bringing Cinema History to Life Through AR
Project Overview
A groundbreaking AR experience that transforms the Museum of the Moving Image into an interactive playground where visitors explore cinema and gaming history through their smartphones. The experience gamifies museum exploration with arcade-style challenges, AR viewfinders revealing hidden stories, and immersive VR stations that transport visitors through film history.
My Role
Tools & Technologies
The Challenge
Traditional museums struggle to engage younger, digitally-native audiences. Static exhibits fail to compete with interactive entertainment, resulting in declining visitor numbers among Gen Z and millennials. The museum needed a way to make their rich collection of film and gaming history accessible and exciting to a generation raised on smartphones and video games.
The Solution
We created an AR layer that overlays the physical museum with interactive digital content. Visitors use their smartphones as 'magic viewfinders' to unlock hidden stories, play retro-inspired games in actual exhibit spaces, and experience cinema history firsthand. The gamification system rewards exploration with collectible pixel characters and achievement badges, while AR markers throughout the museum trigger immersive experiences that blend education with entertainment.
User Research & Personas
Understanding our users through research and empathy
250
Participants
12 weeks
Research Period
Methodologies
Alex Chen
16 • High School Student
Alex loves gaming and social media but finds traditional museums boring. The AR experience transforms their museum visit into an adventure, making film history as engaging as their favorite mobile games.
Experience Preferences
Goals
- Find engaging ways to learn about film history
- Share cool experiences on social media
- Complete gaming challenges and earn badges
Pain Points
- Traditional museums feel boring and static
- Hard to relate to old technology
"Finally, a museum that speaks my language - where learning feels like playing!"
Sarah Williams
35 • Elementary School Teacher
Sarah brings her class to museums regularly but struggles to keep them engaged. The MOMI AR experience provides the perfect blend of education and entertainment, making her field trips memorable and impactful.
Experience Preferences
Goals
- Find educational experiences for her students
- Make learning fun and memorable
- Bridge generational gaps in understanding media
Pain Points
- Difficulty engaging students with historical content
- Need for interactive educational tools
"This AR experience turned my students into eager learners - they didn't want to leave!"
Design Process
A structured approach from discovery to delivery
Discovery & Research
Understanding visitor behavior and museum goals
Deliverables
Experience Design
Creating the AR framework and game mechanics
Deliverables
Visual Development
Designing the visual language and AR assets
Deliverables
Testing & Launch
Real-world testing and iterative improvements
Deliverables
Key Features
Innovative solutions that drive user engagement
Magic Viewfinder
Transform your phone into a portal to the past, revealing hidden stories behind exhibits
Level 10 Arcade
Progress through gaming history with interactive challenges at each exhibit
Time Portal AR
Step into famous movie scenes and experience cinema history firsthand
Pixel Collector
Collect retro-style characters and badges as you explore the museum
Social Cinematographer
Create and share AR-enhanced photos and videos at special photo points
VR Theater
Immersive VR experiences that put you in the director's chair
Results & Impact
Measurable outcomes that exceeded expectations
+85%
Visitor Engagement
time spent per exhibit
+67%
Youth Attendance
Gen Z & Millennial visitors
125K+
App Downloads
in first 6 months
500K+
Social Shares
AR photos shared
+120%
Return Visits
repeat visitor rate
92%
Education Score
retention of exhibit information
"The AR experience completely transformed our museum. We're not just preserving film history anymore - we're making it come alive for a new generation. Watching teenagers excitedly explore exhibits they would have walked past before is incredibly rewarding."
Dr. Marina Rodriguez
Chief Curator, Museum of the Moving Image