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We designed a digital ecosystem for the ZIL Museum — a full-scale service that redefines how people engage with a legendary brand. The product was built for a broad audience: from tourists and families with kids to engineering enthusiasts interested in Soviet industrial history.
The key business goal was to remove barriers to visiting the museum: simplify ticket purchases, eliminate queues, and make the factory’s unique heritage accessible online for users worldwide. With this project, we also helped attract a younger audience — turning the museum from an “archive” into a modern cultural experience.
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We designed the service around the idea of a teenager who dreams about cars. The key goal was to create a product that doesn’t just inform, but inspires visitors — potentially encouraging them to pursue engineering as a career.
This was a team project — in this case study, I focus on my area of ownership and the key design decisions I worked on.
I contributed across the full product cycle: from user research and problem definition to interface design and solution validation.
My main scope of responsibility was the key journey pages: “Route page” and “Guide Profile.”
To get there, we completed a full product cycle and delivered an MVP concept in 4 months. Our decisions were data-driven: we conducted 50+ interviews, formulated hypotheses, and prioritized them using ICE Scoring to stay focused on what mattered most.
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To identify the real barriers, we conducted 54 in-depth interviews with museum visitors and staff. We used the “5 Whys” method to get to the root cause. Here are the key problems we discovered:
Key insights grouped by: motivations, barriers, and other behavioral patterns.
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Visitors often feel lost in large museum spaces. Paper maps are inconvenient, and the lack of clear navigation causes stress and fatigue.
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Participant insight: "It’s impossible to figure out where to go… The Tretyakov Gallery is a brutal labyrinth you can’t escape. Even if they gave you a map at the entrance like in the Hermitage… a paper map still isn’t as convenient as a digital one.”
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Many people perceive museums as “boring and exhausting.” Audio guides feel monotonous and technically inconvenient, while live guides aren’t always available — and may not suit introverts.
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Participant insight: "I don’t like audio guides — they’re impossible to listen to… Boring and monotonous. I’ll take a personal guide if the option exists, but I wouldn’t actively look for one."