Please enable JavaScript to view this content.




Museum of Natural History

Digital Wayfinding Products

Over the years the American Museum of Natural History grew significantly. As a result the navigation became more complicated.
We created new digital products to enhance the navigation and overall experience of patrons.

Julian Brueggemann
Branding + App

Angela Diep
Interactive Display

Adam Chen


The museum has a size of


square feet
 (180'000 sqm)

That’s about

34 American Football fields.


Create a fun experience for visitors to discover the museum effectively that is so simple and fun that even children and non-native english speaker can understand with no ease.

We conducted interviews with patrons to learn how they feel about navigating the museum.

Used the paper map

Knew about the app and used it
Used no navigation
Ended up being lost


AMNH Expolorer App
The explorer app features an all new AR navigation screen which can display itineraries and exhibit info in one convenient place.
AMNH Kiosk
The new kiosk lets visitors view the map and helps them to build their itinerary and serves as info screen while idling.
AMNH Window DIsplay
The interactive window display revolves around the little visitors. They can discover the display, draw, and listen to sounds and information.
Itinerary Builder with AR Navigation
Built the Itinerary at a kiosk and sent it to the app
Machine learning
Pre-curated itineraries

Most Wanted:
Where are the dinosaurs?
Where is the restroom?

The dash button feature offers a fast-forward navigation to all important amenities, such as restrooms and dining options within the museum.
The app will create a detour if the user is currently following an active itinerary.

Detour Function with AR Navigation


Persona Photo

Rebecca, 29

New York, New York

Rebecca is a single mom residing in the Upper West Side, working full time at a bank. She is an active person and open to new experiences everyday. Due to her long work hours, Rebecca enjoys weekends with her son.


Educating her son at young age to empower his future.
Wants her son to be open to the world and to different cultures.


More bonding time with her son.
Exciting and educating activities to do with her son.
The best education for
her son.

“As a single mother, I just want to ensure the best education for my son. I also want him to have a good time and be interested in learning something new.”

Point of Views

As a mom,
Rebecca needs a fun learning activity for her son,
because he prefers to play iPad instead of discovering the real world.
As a full time working
Rebecca wants to spend time with her son on weekends,
but has trouble to find suitable/age appropriate activities that have educational value.
As a New Yorker,
Rebecca needs a stress free experience at the museum,
but experiences the frustration of being lost due to lack of signage and unclarity of the map.

Conclusion: Rebecca needs to spend a couple of hours with her son outside of her apartment because she wants to expose him to a fun and educational valuable environment which is convenient and stress free to navigate for her as the caregiver. In any case, it should be entertaining and rewarding for both.

Journey Map


A Saturday visit to the museum with her 5 year old son. They recently watched Night at the Museum and he expressed the wish to see the dinosaurs.


Rebecca’s son has never been to the museum.
 He wants to see the dinosaurs and the other exhibitions inside of the museum.
1 - Preparing for the Trip
😊 Good Experience
Preparing for the trip to the museum and packing her backpack with snacks and water.
2 - Getting to the Museum
😩 Bad Experience
The subway crowded and delayed on weekends.
Rebecca decides to take Uber. During her ride she decides to look at the museum’s website on her phone to explore exhibits.
3 - Waiting at the Entrance
😊 Good Experience
The line at the main entrance is very long.
The Uber driver tells her about a side entrance with a shorter line. However, there should be advisories that other entrances are available.
4 - Entrance and Ticketing at the Museum
😩 Bad Experience
As a New York resident Rebecca is restricted from using online ticketing and the electronic ticket vending machines, so she has to wait in line for taking advantage of resident pricing options.
Offer pay as you wish payment online and at vending machines to shorten lines (for NYS residents.)
5 - Navigating to the Dinosaurs
😩 Bad Experience
Rebecca uses the provded paper map to find the way to the dinosaurs. In her eyes, the map is so unorganized so it takes her time to locate the exhibit.
A simplified digital map with search feature makes searching and navigation easier. Rebecca was not aware of the current app.
6 - Elevators
😩 Bad Experience
Rebecca took a stroller for her son and to carry her belongings inside the museum. As the dinosaurs are on the fourth floor she has trouble finding the elevators.
Better signage to customer ammenities such as coat checks and elevators.
7 - Walking the Dinosaur
Exhibition Loop
😊 Good Experience
Rebecca’s son is running from point to point in the exhibit and loves to watch the big and small dinosaurs. Rebecca reads the info signs to him.
An experience for children to explain and engage exhibits in an appropriate manner.
8 - Finding Bathroom
😩 Bad Experience
Restrooms are hard to find
 and the signs to them are barely visible on the provided map.
A clear and fast navigation to
 all available restooms.
9 - Other Exhibitions
😊 Good Experience
After seeing the dinosaurs Rebecca and her son stroll through the other floors of the museum.
A better way to find exhbits with related topics.
10 - Leaving for Home
😊 Good Experience
After a couple hours they decide to grab Shake Shack for dinner (located behind the museum) and return home. Both are very tired after the museum. The dining options at the museum close early.
A list of dining suggestions inside and close to the museum.
09:00 09:15 09:30 09:45 10:00 11:00 12:00 01:00 02:00 03:00

Design System

Color Swatches



Animated Logo

Redesigned Logo

Animated Logo


Iconography Grid System
Iconography All Icons

Additional Resources

View Bėhance Project Page Opens External Link in a new Window or Tab
Adobe Xd Prototype Opens External Link in a new Window or Tab
Adobe Achievement Awards Entry Opens External Link in a new Window or Tab
Please note: This is a classroom project purely for educational purposes and I do not claim any textual information or photos.