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ruoxi song

Sanxingdui

Memor Museum, Sep.2024-Dec.2024




Team
3 Designers
3 Researchers
1 Lead Researcher
1 Product Mananger

Deliverables
Product Design
Interface Design
Conversational Design
Design System


Research Method
Survey
1 on 1 Interview
Market Research
Competitor Analysis
Persona
Storyboard



This project centers around a culture-based AI product inspired by Chinese history and archaeology — specifically the Sanxingdui (三星堆) civilization, known for its mysterious bronze masks and rich heritage. The curated Sanxingdui exhibition has toured across China, attracting over 2–3 million visitors, and is now expanding globally, starting with a digital interactive exhibition in New York.


We were presented with a unique opportunity:

To design a culturally meaningful product experience that could accompany the exhibition’s international launch — not only as a collectible souvenir sold at the museum gift shop, but as a long-term, interactive AI companion that continues to engage users at home. Our goal was to create an experience that emotionally resonates — helping users connect with Sanxingdui through voice interaction, and a seamless digital-physical journey.






My Role: UX Researcher & Designer




Research & Define


I conducted competitor and AI product research, developed personas, and defined the product direction and feature ecosystem. This work informed ideation and ensured a user-centered, market-aligned experience.

Design & Craft


Crafted a cross-platform content and interaction strategy, designed the application interface, and collaborated with linguists on conversational design.

User Testing


Led user testing to gather actionable feedback, analyzed results to uncover usability issues, and iterated the design to enhance overall user experience and functionality.








Chanllenge





1.
Cultural Localization


How to translate the rich, symbolic, and unfamiliar history of Sanxingdui into a form that resonates with Western users who may have no prior exposure.


2.
Conversational Design


Creating natural, culturally-aware voice interactions that feel engaging and easy to understand for western audiences.


3.
Bridging Digital and Physical


Designing a companion app that connects seamlessly with a physical product while offering a standalone, immersive experience.











User Research



Survey and Interview






37.5%

participents are in New York (Target City)

Age 18-34

engaged the most with AI products


78.1%

have experienced AI products





Price Research


Museum visitors buy gifts for different purposes—small keepsakes ($10–30) to remember the visit, and higher-value
items ($30–100) as meaningful, culturally themed gifts. Purchases are emotionally driven, often spontaneous, and
tied to personal connection and support for the museum.













Key Insights



Western audiences are generally unfamiliar with Sanxingdui.





To make the product appealing, storytelling should be simplified and made more interactive or emotionally resonant.



Based on price research and manufacturing costs, we set the product price at $100–$200, aligning with typical museum shop pricing.














Competitive analysis



We analyzed 32 competitor products—including those focused on education, entertainment, and companion features—and identified 5 direct competitors aligned with our target price range of $100–$200.





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  • Primarily focused on STEM teaching games, with little to no cultural content


  • Geared mainly toward children; limited interactive features for parents beyond basic monitoring


  • Lacked engaging storytelling elements to sustain long-term user interest and retention 


  • One emphasizes screens, the other screen-free routines—both lack seamless device integration.










Design Direction


Based on previous research, I synthesized the key insights and narrow them down three focused design directions.




Storytelling over summaries


Users prefer immersive, narrative-driven tours tailored to Western perspectives. They called for introductions that are more thoughtful, engaging, and technologically enhanced, rather than rushed or surface-level.

As a Cultural Guide for All Ages


Adults appreciate its ability to provide rich cultural context and practical support, while children are especially drawn to its story-driven interactions. The product should balance informative content and playful interaction to engage both audiences.


Dual Role of AI: Cultural Guide & Daily Companion


Users value AI not only for delivering cultural and educational context, but also for its potential in daily, practical interactions—such as answering questions, suggesting content, or guiding experiences—making it both an informative and personally useful companion.











Visual System
















MVP Design














My role as Conversational Designer



I used online text-to-speech language models to explore and select voice outputs that are both engaging for storytelling
and well-received across all age groups. To ensure historical and cultural accuracy, I also collaborated with linguists to
localize Chinese characters into correct and natural-sounding English pronunciations, making the experience both accessible
and authentic for a wider audience.




Design Pricinple

  1. Minimize Cognitive Load. Break down information into small chunks

  2. Support Error Recovery Gracefully. Anticipate common user mistakes (e.g., mispronunciations, pauses) and offer helpful suggestions. or Use fallback phrases

  3. Prompt follow-up questions to guide interaction and continue conversation




       









User Testing and Iteration








We primarily tested the onboarding process, along with four tasks on the chat page and three tasks on the tour page. The study included 8 participants in 60-minute, 1 on 1 online usability sessions, focused on task-based evaluation. Key metrics measured included task completion rate, usability rate, and user satisfaction.












Final High-Fidility Prototype




 

Home Page – A Gateway to Story & Discovery


Designed to spark curiosity from the start, the home page balances cultural depth with playful interaction:



  • Stay Connected: Remotely check your physical AI toy’s connection and device status.

  • Cultural Updates: Discover new exhibitions and Sanxingdui-related events.

  • Continue the Story: Pick up where you left off in an ongoing narrative—encouraging immersive re-engagement over passive updates.















Chat Page – Daily Conversations, Cultural Insights


The chat page transforms AI into a thoughtful guide and everyday companion:


  • Ongoing Dialogue: Chat naturally with the Sanxingdui figure, just like with the physical toy.

  • Summarized Memory: View chat highlights that preserve meaning without overwhelming detail.

  • Ask & Explore: From daily questions to deeper cultural comparisons (e.g. Sanxingdui vs. Sumerians), the AI helps users—especially Western audiences—find familiar entry points into the unfamiliar.

  • Share Moments: Easily save, delete, or share meaningful exchanges.














Tour Page – Story-Driven Exploration for All Ages


Designed to engage both children and adults, the virtual tour offers rich, narrative-driven experiences:



  • Immersive Scenes: Explore different exhibitions through visually rich, guided experiences.

  • Ask Freely: Ask questions at any time for in-context answers that enhance understanding.

  • Standalone or Paired: The app works independently or with the physical toy, offering flexibility for solo learners or interactive families.











Self Reflection



Should have initiated earlier and more frequent user testing and prototyping for both the AI's core conversational flow and the complete physical-digital product interaction.
Working with global team members, I've learned the immense value of diverse perspectives in problem-solving and the critical importance of clear, culturally sensitive communication.
Continue developing the post-MVP version, considering adding a fun game on the tour page to encourage users to discover hidden fun facts.
© ruoxi song, 2024. All Rights Reserved.