Overview
MoMA’s MOOCs, hosted on Coursera, provide global access to modern and contemporary art education. This project evaluates Coursera’s current capabilities and explores alternative platforms to enhance content accessibility, scalability, and learner engagement. By identifying platform strengths and opportunities, we aim to deliver flexible, interactive, and multilingual learning experiences that align with MoMA’s brand and business goals, ensuring its courses remain impactful and widely accessible.
Team Collaboration
Viola (UX Designer, Research & Design Strategies)
Zyla (Project Management, Research)
Yutong (UX Researcher)
Starry (UX Researcher)
- Conducted in-depth stakeholder interviews to identify key needs, challenges, and goals, ensuring alignment with project objectives.
- Designed and refined the research plan, establishing clear methodologies and actionable steps to guide the project.
- Performed a field research audit of MoMA’s online courses, pinpointing gaps in content delivery, accessibility, and user engagement.
- Developed user personas based on qualitative insights to represent key user demographics, behaviors, and motivations.
- Collaborated on affinity mapping to categorize findings, uncover patterns, and inform platform evaluations.
- Contributed to competitive analysis by assessing alternative platforms’ features and alignment with MoMA’s goals for accessibility and engagement.
Design Process
From September to December 2024, we followed a structured 2-diamond framework to deliver a user-centered solution for MoMA’s online courses.
In the Discover Phase, we collaborated with MoMA to define goals, analyze user feedback, and conduct a UX audit of Coursera content, establishing a foundation for identifying key issues.
In the Define Phase, we conducted surveys and stakeholder interviews, developed personas, and used affinity mapping to uncover core challenges and opportunities, aligning user needs with MoMA’s objectives.
The Develop Phase involved competitive analysis and case studies of alternative platforms, assessed through prioritization matrices based on content engagement and business value.
In the Deliver Phase, we presented refined recommendations, including a prioritized platform choice, course content adaptations, and an implementation plan to enhance accessibility, engagement, and scalability for MoMA’s global audience.
Research Plan
Objective
Our research aims to optimize MoMA's MOOCs by enhancing user engagement, retention, and accessibility through platform evaluation, addressing pain points, and developing strategies to adapt content for a diverse global audience.
Methodology
Our methodology follows a phased approach:
- Pre-Discovery involves reviewing data and conducting competitive analyses to set a foundation.
- Discovery gathers insights through surveys, interviews, and UX audits to identify user needs.
- Post-Discovery focuses on analyzing findings, developing solutions, and refining them based on feedback. If feasible, low-fidelity prototypes will be tested with users. Tools include surveys, interviews, competitive analyses, and personas with empathy maps to synthesize insights.
Research Process
Quantitative&Qualitative Research
Quantitative Research
Reports & Surveys
The quantitative research phase provided critical insights into the "Modern Art & Ideas" course. Using data from learner surveys, a Fiscal Year 2024 narrative report, raw course materials, and resources from MoMA’s website, we analyzed user feedback, satisfaction levels, engagement metrics, and course performance. Key issues included technical challenges (broken links, platform usability), accessibility barriers, and content flow gaps, particularly around Module 03, where a significant drop-off in engagement was noted.
Demographic Analysis
Among the 452,018 learners, 73% held college or postgraduate degrees, with over 50% aged 18-34. Motivations ranged from career enhancement to personal enrichment, attracting professionals from art and non-art fields like educators and museum curators.
Gap Analysis
Despite the findings, limited data restricted deeper trend analysis. Module 03’s disengagement reasons remained unclear, prompting collaboration with MoMA and our professor to design a new survey. This targeted learners' challenges, motivations, and engagement behaviors, resulting in a richer dataset and actionable insights for improving the course experience.
Qualitative Research
Stakeholder Interviews
Stakeholder interviews were crucial for evaluating MoMA’s Coursera courses from both user and business perspectives. We collaborated with MoMA’s team to connect with relevant stakeholders, ensuring tailored interview questions aligned with key objectives.
Key Insights:
- Business Team: Emphasized global engagement, accessible content, and a shift toward subscription-based models for sustainable revenue.
- Marketing Team: Highlighted the need for stronger branding tools, better data integration, and new content formats like short-form videos to attract younger audiences.
- Digital Learning Team: Identified challenges with Coursera’s rigid workflows and lack of engagement tools, stressing the need for gamified elements and real-time interaction.
These insights informed platform evaluations and strategies to address MoMA’s content and engagement challenges.
Focus-Group Surveys
Surveys targeted user motivations, preferences, and engagement patterns. To address gaps, we designed a new survey for both course completers and drop-offs.
Key Findings:
- Motivations: 80% sought knowledge on specific artists or techniques; others cited personal fulfillment and hobbies.
- Preferences: Flexibility (72%) and multimedia content (44%) were critical for engagement.
- Challenges: Drop-offs were due to time constraints, usability issues, unmet expectations, and financial barriers.
These findings underscored the need for flexible, engaging, and user-centric course designs to improve learner satisfaction.
Synthesis & Ideation
- Affinity Mapping
We began the ideation process by reviewing stakeholder interview insights, focusing on user behaviors, platform challenges, and stakeholder expectations. Using affinity mapping, we grouped findings into categories like accessibility, user engagement, and platform limitations. This process revealed six key areas for improvement:
- Accessibility & Localization: Expand multilingual content and simplify navigation for non-native English speakers.
- Flexible Content Delivery: Provide multimedia, mobile-friendly formats for on-the-go learning.
- Gamified and Interactive Features: Include quizzes, badges, and real-time feedback to boost engagement.
- Multidirectional Communication: Facilitate learner-instructor interactions for collaborative learning.
- Data Analytics: Enhance insights into user behavior and preferences to guide improvements.
- Flexible Monetization: Explore tiered subscriptions and other revenue models to sustain growth.
These insights informed platform recommendations and strategies for improving MoMA’s online courses.
- Personas
We developed six personas based on demographic and behavioral analysis to reflect MoMA’s diverse audience:
- David (Art Teacher): Seeks interactive resources for lesson planning but struggles with pre-aligned teaching materials.
- Alex, Ben & Mia (Families): Look for child-friendly, creative content while balancing screen-free activities.
- Jason (Art Student): Values dynamic, concise content to complement his academic schedule.
- Emma (Blogger): Needs high-quality visuals and accessible resources for her audience.
- Olivia (Fashion Designer): Prefers flexible, multilingual content but faces language barriers.
- Kalvin (Software Developer): Looks for short, engaging content for pre-visit learning.
These personas guided our focus on accessible, gamified, and family-oriented features to address user needs.
For more personas information, please visit our Figma Personas
- Competitive Analysis
We conducted a detailed competitive analysis of similar (e.g., Coursera, edX) and non-similar platforms (e.g., Codecademy, Domestika). Key evaluation criteria included:
- Content Delivery & Engagement Tools: Support for multimedia formats and interactive features.
- Accessibility & Localization: Multilingual support for global learners.
- Marketing & Branding Capabilities: Customization options to strengthen MoMA’s identity.
- Monetization Models: Tiered subscriptions and revenue strategies.
- Mobile Use: Support for on-the-go learning.
Using a priority matrix, we balanced business value (audience reach, monetization) and content engagement (interactive experiences). Platforms excelling in both areas, such as Coursera and Codecademy, stood out as strong contenders for MoMA’s goals.
This analysis provided a roadmap for selecting platforms that align with MoMA’s mission and user needs while supporting growth and accessibility.
Design Strategies & Recommendations
Skillshare: A Creative, Community-Based Platform
Skillshare offers MoMA the opportunity to engage a broader, creative audience through project-based, self-paced learning. This platform emphasizes hands-on activities, collaboration, and multimedia-rich lessons, aligning with MoMA’s mission to foster creativity and modern art appreciation.
Key Features:
- Project-Based Learning: Encourages real-time application through personal art projects.
- Short, Modular Lessons: Makes content accessible for busy professionals and casual learners.
- Community Interaction: Supports feedback and collaboration among learners.
- Mobile-Friendly: Flexible learning options for on-the-go users.
Skillshare User Scenarios:
- Emma (Blogger): Uses Skillshare’s engaging projects and collaborative features for unique blog content.
- Alex, Ben & Mia (Family): Access child-friendly, creative lessons for meaningful family activities.
- Olivia (Fashion Designer): Learns art concepts flexibly to support her career goals.
Migration Plan:
Adapt MoMA’s content for Skillshare’s creative categories, emphasizing short lessons, interactive projects, and branding integration. Enhance accessibility with mobile optimization and multilingual subtitles.
edX: A Conventional MOOC Platform
edX provides a structured learning environment for MoMA’s courses, catering to professional and academic audiences. Its features support global reach, accessibility, and learner engagement through advanced tools and modular credentials.
Key Features:
- Project-Based Learning: Includes virtual exhibits and peer-reviewed assignments.
- Mobile Offline Access: Ensures learning in low-connectivity regions.
- Advanced Engagement Tools: Facilitates collaboration through discussion forums and progress dashboards.
- Stackable Credentials: Offers pathways like MicroMasters for deeper academic engagement.
edX User Scenarios:
- Jason (Art Student): Balances academic workload with self-paced, in-depth learning.
- David (Art Teacher): Utilizes curated assignments and collaboration tools for lesson planning.
- Emma (Aspiring Curator): Explores curatorial work through virtual exhibits and interactive timelines.
Migration Plan:
Revise content for edX’s academic structure, incorporating shorter modules, scenario-based assessments, and multilingual translations. Strengthen branding with custom visuals and connect courses to MoMA’s exhibitions and programs.
Next Steps
1. Pilot Implementation on Alternative Platforms
To evaluate platform suitability, we recommend piloting key features on two distinct platforms:
- Skillshare: Develop interactive, project-based modules leveraging creativity and peer collaboration. These modules should include hands-on assignments that encourage practical application of modern art concepts.
- edX: Design an academic-oriented pilot course with polished multilingual support and modular credentials, focusing on structured, lifelong learning.
This dual-platform strategy targets diverse learner profiles and tests the potential of platform-specific features to meet MoMA’s goals.
2. Content Adaptation and Testing
Tailoring course content to each platform ensures alignment with unique features and user expectations.
- Content Migration: Adapt materials to Skillshare’s short, creative lessons and edX’s academic rigor.
- User Testing: Conduct small-group testing to assess usability, engagement, and clarity. Feedback will guide iterative refinements, improving course quality and delivery.
3. Measure Success and Iterate
Track and analyze success metrics to evaluate pilot performance:
- Key Metrics: Completion rates, participation levels, and discussion activity.
- Data-Driven Refinements: Use insights to make iterative improvements, ensuring courses meet learner expectations while aligning with MoMA’s goals of accessibility and impact.
This phased approach provides a scalable roadmap for broadening MoMA’s course reach and ensuring long-term success on alternative platforms.
Reflection
As a museum enthusiast, working with MoMA on this project has been an incredibly fulfilling experience. It was exciting to contribute to research and strategy for their online courses, aligning with their mission to make art education accessible to diverse audiences. One of the highlights for me was conducting interviews with various stakeholders, where I gained valuable insights that shaped our approach. I found these conversations deeply enriching, as they offered a nuanced understanding of user needs and institutional priorities.
The process of affinity mapping was another aspect I thoroughly enjoyed. Organizing ideas and synthesizing findings from our research allowed me to see the bigger picture and uncover meaningful patterns. It was a collaborative and creative exercise that deepened my appreciation for user-centered design.
During our MoMA onsite visit, I had a memorable moment encountering a Brooklyn high school teacher leading students on a field trip. This interaction resonated strongly with one of our personas, making the research feel even more tangible and relevant. Observing how MoMA connects with educators and young learners reinforced the importance of our work in supporting their educational outreach.