02
Moco Scratch
Future of museum experience
01 — Problem
How might we improve the in-person experience through the different touchpoints within the museum to uncover its full potential?
We began with extensive primary and secondary research, observing visitors inside the museum and speaking with staff, experts and competitors. From those findings we moved into ideation, generating and developing five distinct concepts before narrowing down to two. We then built and tested working prototypes with 56 real visitors at Moco Barcelona, using their feedback to refine and combine the concepts into a single solution.
02 — Insight
The museum experience lacks sufficient value to justify its price, regardless of visit length.
03 — Solution
To solve the identified pain points within the museum experience, we developed MOCO Scratch.
MOCO Scratch starts as a physical scratch card that every visitor receives at the entrance. It guides you through the museum while inviting you to match artworks, scratch to reveal hidden facts, and engage with the art in a way that feels more like a game than a traditional museum guide.
MOCO Scratch then becomes a digital interaction where visitors can select favorite artworks, receive additional art insights, and a personalized shareable asset from their experience to be posted on social media. At the very end of the visit, a mystery gift adds one final moment of surprise.
04 — Flow
1
Visitors get the scratch card and instructions at the ticket desk. They are told that the majority of the artworks in the museum are on the card — providing subtle navigation — and how to use it.
2
Walking through the museum, the visitor matches the artworks on the card with those they see in front of them, scratching to reveal an interesting fact or context about the artwork.
3
At the upstairs courtyard, the visitor is directed to a QR code that reveals the digital scratch experience — selecting favorite artworks, learning more insights and receiving a personalized shareable asset.
05 — Digital scratch
Pick your favourite
After scanning the QR-code, visitors get an overview of the artworks and pick 3–5 favourites.
Insight
Find information about the artist's background, creative process and the art movement.
Scratch and share
Scratch to reveal your personalised story and share it on the socials.
Digital scratch
06 — Value
Value for Moco
As we heard from our conversations with Moco leadership, our solution needed to solve existing pain points from the museum's perspective — so we aligned the value add with their needs.
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Immersive experience.
Adds an additional phygital layer that makes the visit memorable.
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Artwork preference insights
Captures which artworks visitors actively select and emotionally connect with.
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Post-visit touchpoint
Builds a customer CRM through optional email collection for future communications.
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Everyone will talk about it
Turns visitors into promoters through personalized, shareable Stories.
Value for the visitor
In direct alignment with the pain points and frustrations we heard in our research, Moco Scratch adds context and insight, an immersive experience, and gentle navigation.
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Deepens and clarifies the art.
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Offers an engaging, interactive experience.
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Creates a shareable moment.
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Helps visitors visualize the full scope of the museum.
07 — Final prototype testing
We asked.
They answered.
interviewed
explored
At the museum we tested three elements: variations of the physical card, the digital experience, and the purchase or discount model.
- ✓ 80% prefer the artwork photo on the front — scratch to reveal the fact.
- ✓ Visitors want behind-the-scenes insights into the artist's process, motivation and personal headspace.
- ✓ The tactile interaction of scratching creates a "discovery moment" that primes the visitor to retain the deeper contextual information better than reading a static label.
Next project
GradShow