"Good service is invisible."
ARTBOOK@MOMA PS1
Service Design Project
Located within MoMA PS1 yet operating independently, ARTBOOK@MoMA PS1 has a distinct personality. Its carefully curated displays and spatial design reflect a unique vision, but at the same time, challenges arise—intricate details may go unnoticed, and an overly dense arrangement can feel overwhelming. The design challenge we face is how to enhance the browsing experience while preserving the bookstore’s character and the owner’s creative intent.
Located within MoMA PS1 yet operating independently, ARTBOOK@MoMA PS1 has a distinct personality. Its carefully curated displays and spatial design reflect a unique vision, but at the same time, challenges arise—intricate details may go unnoticed, and an overly dense arrangement can feel overwhelming. The design challenge we face is how to enhance the browsing experience while preserving the bookstore’s character and the owner’s creative intent.
Located within MoMA PS1 yet operating independently, ARTBOOK@MoMA PS1 has a distinct personality. Its carefully curated displays and spatial design reflect a unique vision, but at the same time, challenges arise—intricate details may go unnoticed, and an overly dense arrangement can feel overwhelming. The design challenge we face is how to enhance the browsing experience while preserving the bookstore’s character and the owner’s creative intent.
While being more accessible, maintaining its original uniqueness
A challenge to the traditional perception of bookstores and cultural spaces
Uniqueness
Uniqueness
A challenge to the traditional perception of bookstores and cultural spaces
Uniqueness
Uniqueness
While being more accessible, maintaining its original uniqueness
更加便捷的同时：保持原有独特性
A challenge to the traditional perception of bookstores and cultural spaces
Uniqueness
Uniqueness
DISCOVERY GOAL
DISCOVERY GOAL
01
01
Why people are going this bookstore?
Why people are going this bookstore?
02
02
How do they engage with the people and the space within this bookstore?
How do they engage with the people and the space within this bookstore?
03
03
What type of bookstore is this?
What type of bookstore is this?
AEIOU
Activity
Activity
Activity
Environment
Environment
Environment
Interaction
Interaction
Interaction
Object
Object
Object
User
User
User
AEIOU
AEIOU in A/I
Interaction
Activity
Typical customer journey
Entrance Appeal: Attracted by items near the entrance.
Book Exploration: Move to the book section and explore randomly.
Revisit Items: Return to items before leaving.
Opportunity Identified
Are these items available online?
Consumers typically appreciate and delight in a bookseller's merchandise beyond its literature.
The Ticket to Adventure
Start with items as your ticket, then dive into the grand adventure with books.
The value received instantly outweighs the value that requires a process to be realized.
Interview in A/I
Opportunity Identified
Are these items available online?
“Our website offers a limited range of products because I set it up during the lockdown as a quick solution using Cargo Collective. It’s a basic framework that hasn’t been updated much since.”
Lucia / Staff & Website Designer
“Now, we only sell books and offer event reservations on bookstores.com, a site originally for signings. It’s not very effective during busy events, and we haven’t had time to improve it.”
Skuta / Owner
Website Improvement
Focus on integrate in-store experience to on-line experience.
AEIOU in U
Good service should enable different types of users to easily switch roles while maintaining a balanced proportion among them.
User
Interaction
Mostly
Browsers:
Explore leisurely to extend their museum experience and relax.
Explorers:
Look for affordable, quirky souvenirs or gifts. Enjoy hands-on interaction with unique, sensory items.
Enthusiasts:
Show strong interest in every corner in bookstore, especially for book, stay longest.
Buyers:
Visit with a clear purpose, like buying a specific book or item.
User
Interaction
3
Number
Time
4
1
2
How might we make these people stay longer?
How might we make these people to become more?
Opportunity Identified
Is it easy for them to read book in the bookstore?
Opportunity Identified
Is it easy for them to find the products related to the museum?
museum section / Layout
Interview in A/I
Opportunity Confirmed
Is it easy for them to read book in the bookstore?
"If I want to learn more about the artists I've seen, like Rob or other artists featured in the museum, would the bookstore be a good place for that?"
Crystal / Customer 01
"Even though the customer's need is real, it still strives to maintain the authentic feeling of being a bookstore rather than a museum."
Lucia / Staff & Website Designer
"Customers often ask about books related to exhibitions at MoMA PS1, even if the bookstore doesn't carry them."
Wolf / Staff & Curator
Museum-related Products Signage Improvement
Boost visibility of museum-related products while preserving the art bookstore's identity
Interview in U/i
Opportunity Confirmed
Is it easy for them to read book in the bookstore?
"If I struggle to reach higher shelves or need space to open a big book comfortably, a round table, like in a café, would be much more convenient than the current setup in the bookstore."
Crystal / Customer 01
"People might feel more comfortable if we adding seats, but it often feels like a trade-off between displays and laptop space. A more focused layout could balance both."
Skuta / Owner
"We have a family affair this weekend, so it's like, 'Hey, we're here, let’s visit PS1.' My sister brought me here years ago, and now I wanted to bring my wife. If there were some seating available for visitors, that would be really nice."
Tommy / Customer 02
Reading Dedicated Seats Area
Enhance the reading experience while striking a balance between displays and seats.
AEIOU in E/o
Environment
Object
Diverse Product Signage
No Background Music
Specialized Product Selection
Mixed Displays
Thoughtful Services
Enhances Exploration
Encourages Focus
Creates a Niche Identity
Encourage Interaction Across Interests
Create a Sense of Belonging /Personalization
Diverse Product Signage
Mixed Displays
Encourage Interaction Across Interests
Confusion
Enhances Exploration
Confusion
?
?
Opportunity Identified
How might we design an experience that fosters the excitement of exploration while minimizing the frustration of confusion?
Interview (E)
Opportunity Confirmed
How might we design an experience that fosters the excitement of exploration while minimizing the frustration of confusion?
"It's hard to see the booth, and I’m not sure what to do to find it."
Mag / Customer 04
"When I walked in, like, there was, like, any labels or anything of like, what I was looking at, so just like, Okay, this is more like an open ended"
Tracy / Customer 05
"The store's layout and customer flow could be improved, along with clearer signage and better-labeled categories."
Debby / Staff & Counter Service
Interview (E)
Opportunity Confirmed
How might we design an experience that fosters the excitement of exploration while minimizing the frustration of confusion?
"People might feel more comfortable if we adding seats, but it often feels like a trade-off between displays and laptop space. A more focused layout could balance both."
Skuta / Owner
Signage / Labeling
Improvement
Make them more visible while still allowing for exploration.
Environment
Object
Diverse Product Signage
No Background Music
Specialized Product Selection
Mixed Displays
Thoughtful Services
Enhances Exploration
Encourages Focus
Creates a Niche Identity
Encourage Interaction Across Interests
Create a Sense of Belonging /Personalization
Staff Favorite
(recommendation)
Postcard Mailing
Service
Book Shipping Service
Festive Gift-
Wrapping
Service
Thoughtful Services
Create a Sense of Belonging /Personalization
Low Visibility
Specialized Product Selection
Creates a Niche Identity
Artist Feature Poster
Signed Book
Small Publisher Book
Artist Feature Poster
Signed Book
Small Publisher Book
Free Postcard
Hard to Locate
Opportunity Identified
How might we make a good service or product transition from being invisible to visible?
AEIOU in E/o
Interview in E/o
Opportunity Confirmed
How might we make a good service or product transition from being invisible to visible?
"I feel like they have so many wonderful things, but they’re hard to notice at first glance."
Tracy / Customer 05
"Oh, I didn’t realize they offer a mailing service."
Tommy / Customer 02
Scavenger Hunt Map
Help people locate these hidden treasure in bookstore.
Persona
Customer Journey Map
In-Store:
Online:
DESIGN
Design Approach / Design Prototypes
DESIGN APPROACH
Appreciate existing value
Label
Categorization
In-store Experience
Scavenger Hunt
Website
Event E-blast
Online Experience
DESIGN PRINCIPLE
Merge the new with the old to connect all together
Merge the new with the old to connect the service and unlock more exploration opportunities for diverse users.
We’re "bookmark"
Help the bookstore and users navigate services and products, while also providing moments of pause, like a bookmark, to create a more rhythmic experience.
Appreciate existing value
Build on the strengths of the current service, ensuring its unique qualities are preserved and celebrated.
Make the invisible visible
through subtle changes
When making services and products more noticeable, the changes should remain unobtrusive, seamlessly blending into the bookstore's atmosphere.
Typography Style Guide
E-blast Design
Structuring the e-blast design
into a reusable template
for easy editing and repeated use
Scavenger Hunt
How can we create an experience where users feel the excitement of exploration without frustration of confusion?
Bookmark Shape
Customers can use this guide paper as a bookmark and take it with them.
Bookstore Elements
Overview
Customers can recognize what content exists within the bookstore and either explore the store to find it or ask staff for its location.
Connected to Website
Customers become aware of the website and can access more detailed information
on the mobile website.
Scavenger Hunt
Provide a simple guide for customers and enhances their exploration experience within the bookstore.
As a keepsake and a reusable bookmark, allowing customers to revisit the bookstore’s information anytime.
Scavenger Hunt
Allow customers to access more information via mobile, linked to a website.
· A recommended book list by category.
· Detailed information about the treasures.
· Information on events or special discounts.
→
Encourage customers to revisit the bookstore
Labeling
A Labeling system using laminated labels that can be easily inserted and removed between bookshelves.
→
Customer Journey Map
Information Architecture:
Flowchart:
Wireframe
Thank you for your patience
The project is still in progress…
Ying Chung, Soomin Jeon, Seeun Park, Xiaoya Sun, Hope Wang
2025, New York City
AEIOU in A/I
Interaction
Activity
Typical customer journey
Entrance Appeal: Attracted by items near the entrance.
Book Exploration: Move to the book section and explore randomly.
Revisit Items: Return to items before leaving.
Opportunity Identified
Are these items available online?
Consumers typically appreciate and delight in a bookseller's merchandise beyond its literature.
The Ticket to Adventure
Start with items as your ticket, then dive into the grand adventure with books.
The value received instantly outweighs the value that requires a process to be realized.
Interview in A/I
Opportunity Identified
Are these items available online?
“Our website offers a limited range of products because I set it up during the lockdown as a quick solution using Cargo Collective. It’s a basic framework that hasn’t been updated much since.”
Lucia / Staff & Website Designer
“Now, we only sell books and offer event reservations on bookstores.com, a site originally for signings. It’s not very effective during busy events, and we haven’t had time to improve it.”
Skuta / Owner
Website Improvement
Focus on integrate in-store experience to on-line experience.
AEIOU in U
Good service should enable different types of users to easily switch roles while maintaining a balanced proportion among them.
User
Interaction
Mostly
Browsers:
Explore leisurely to extend their museum experience and relax.
Explorers:
Look for affordable, quirky souvenirs or gifts. Enjoy hands-on interaction with unique, sensory items.
Enthusiasts:
Show strong interest in every corner in bookstore, especially for book, stay longest.
Buyers:
Visit with a clear purpose, like buying a specific book or item.
3
Number
Time
4
1
2
How might we make these people stay longer?
How might we make these people to become more?
Opportunity Identified
Is it easy for them to find the products related to the museum?
Opportunity Identified
Is it easy for them to read book in the bookstore?
museum section / Layout
Interview in U
"If I want to learn more about the artists I've seen, like Rob or other artists featured in the museum, would the bookstore be a good place for that?"
Crystal / Customer 01
"Even though the customer's need is real, it still strives to maintain the authentic feeling of being a bookstore rather than a museum."
Lucia / Staff & Website Designer
Museum-related Products Signage Improvement
"Customers often ask about books related to exhibitions at MoMA PS1, even if the bookstore doesn't carry them."
Wolf / Staff & Curator
Boost visibility of museum-related products while preserving the art bookstore's identity
Opportunity confirmed
Is it easy for them to read book in the bookstore?
Opportunity confirmed
Is it easy for them to read book in the bookstore?
"If I struggle to reach higher shelves or need space to open a big book comfortably, a round table, like in a café, would be much more convenient than the current setup in the bookstore."
Crystal / Customer 01
Reading Dedicated Seats Area
Enhance the reading experience while striking a balance between displays and seats.
"People might feel more comfortable if we adding seats, but it often feels like a trade-off between displays and laptop space. A more focused layout could balance both."
Skuta / Owner
"We have a family affair this weekend, so it's like, 'Hey, we're here, let’s visit PS1.' My sister brought me here years ago, and now I wanted to bring my wife. If there were some seating available for visitors, that would be really nice."
Tommy / Customer 02
Environment
Object
Diverse Product Signage
No Background Music
Specialized Product Selection
Mixed Displays
Thoughtful Services
Enhances Exploration
Encourages Focus
Creates a Niche Identity
Encourage Interaction Across Interests
Create a Sense of Belonging /Personalization
Diverse Product Signage
Mixed Displays
Enhances Exploration
Encourage Interaction Across Interests
Confusion
Confusion
Environment
Object
?
?
Opportunity Identified
How might we design an experience that fosters the excitement of exploration while minimizing the frustration of confusion?
AEIOU in E/o
Opportunity confirmed
How might we design an experience that fosters the excitement of exploration while minimizing the frustration of confusion?
"It's hard to see the booth, and I’m not sure what to do to find it."
Mag / Customer 04
"The store's layout and customer flow could be improved, along with clearer signage and better-labeled categories."
Debby / Staff & Counter Service
"When I walked in, like, there was, like, any labels or anything of like, what I was looking at, so just like, Okay, this is more like an open ended"
Tracy / Customer 05
Interview (E)
Opportunity confirmed
How might we design an experience that fosters the excitement of exploration while minimizing the frustration of confusion?
Interview (E)
Make them more visible while still allowing for exploration.
Signage / Labeling
Improvement
"People might feel more comfortable if we adding seats, but it often feels like a trade-off between displays and laptop space. A more focused layout could balance both."
Skuta / Owner
AEIOU in E
Environment
Object
Diverse Product Signage
No Background Music
Specialized Product Selection
Mixed Displays
Thoughtful Services
Enhances Exploration
Encourages Focus
Creates a Niche Identity
Encourage Interaction Across Interests
Create a Sense of Belonging /Personalization
AEIOU in E/o
Environment
Object
Thoughtful Services
Create a Sense of Belonging /Personalization
Book Shipping Service
Festive Gift-
Wrapping
Service
Staff Favorite
(recommendation)
Postcard Mailing
Service
Low Visibility
AEIOU in E
Environment
Object
Specialized Product Selection
Creates a Niche Identity
Signed Book
Artist Feature Poster
Small Publisher Book
Free Postcard
Hard to Locate
Opportunity Identified
How might we make a good service or product transition from being invisible to visible?
Opportunity confirmed
How might we make a good service or product transition from being invisible to visible?
Scavenger Hunt Map
Help people locate these hidden treasure in bookstore.
Interview (E/o)
"I feel like they have so many wonderful things, but they’re hard to notice at first glance."
Tracy / Customer 05
"Oh, I didn’t realize they offer a mailing service."
Tommy / Customer 02
Persona
Recommendations
Website
· Expand the range of products and make their inventory match the one in the bookstore.
· Adjust the navigation bar of the site to be more user friendly.
· Reduce the text of the website and use UX writing method to make users get information faster.
· Add e-blast and event registration sections to let customers know about the bookstore's activities and make it easier for staff to manage and count events.
Signage
· Improve visibility and readability.
· Maintain detailed classification while providing exploration routes.
· Ensure the fun and exploration of labels.
Store Arrangement
· Emphasize books related to museum exhibits to make them easier for consumers to notice.
· Set up an area to sit and read.
· Keep the sense of exploration which the owner prefers.
Scavenger Hunt
· Provide a simple guide for customers and enhances their exploration experience within the bookstore.
· Provide the information of special books or staffs’ pick as a treasure.
· Provide information about the bookstore's website and events to achieve online and offline interaction.
· As a souvenir bookmark for when customers leave the bookstore.
Service Blueprint
DESIGN
Design Approach / Design Prototypes
Appreciate existing value
Build on the strengths of the current service, ensuring its unique qualities are preserved and celebrated.
Make the invisible visible
through subtle changes
When making services and products more noticeable, the changes should remain unobtrusive, seamlessly blending into the bookstore's atmosphere.
Merge the new with the old to connect all together
Merge the new with the old to connect the service and unlock more exploration opportunities for diverse users.
We’re "bookmark"
Help the bookstore and users navigate services and products, while also providing moments of pause, like a bookmark, to create a more rhythmic experience.
DESIGN PRINCIPLE
Appreciate existing value
Label
Categorization
In-store Experience
Scavenger Hunt
Website
Event E-blast
Online Experience
DESIGN APPROACH
Typography Style Guide
Futura Bold stands out effectively for impactful titles, while Archer Book ensures body text remains approachable and engaging. These pairing can give a good legibility in both print and digital materials.
Futura
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 ? ! @ # $ % ( ) / . ,
Archer
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 ? ! @ # $ % ( ) / . ,
Headline • Futura Bold
Lorem Ipsum Dolor
Sub-head • Futura Medium
Ant repra simolup taecatem resti consequid quos
Body Copy • Archer Book
Sunte eum, que incimi, odia nimporu mquaepeNet facerisincia dollore prepe conecus, archit, ut arias dus eum eum voluptaturit et, que re re cuptati cus entis eium earum et latatec estiant molendi ventist res et volentem fugia cor repe dolor rae posa dis endigendi dolore nMendi si iditaquamet ulparcilia inti as denientus. Ihil min num autas eat qui velignam ut reium quibus dolecta tiisquiam expelignis doluptatque ni non postibus quiatur magnien diorat. Agnatiant officte postisimil ium doluptibus modi
E-blast Design
Structuring the e-blast design
into a reusable template
for easy editing and repeated use
Book Categories
Special Things
Front Page
URL
Title
QR code
(Website)
Back Page
Bookmark Shape
Customers can use this guide paper as a bookmark and take it with them.
Bookstore Elements
Overview
Customers can recognize what content exists within the bookstore and either explore the store to find it or ask staff for its location.
Connected to Website
Customers become aware of the website and can access more detailed information
on the mobile website.
How can we create an experience where users feel the excitement of exploration without frustration of confusion?
Scavenger Hunt
Front Page
Back Page
Provide a simple guide for customers and enhances their exploration experience within the bookstore.
As a keepsake and a reusable bookmark, allowing customers to revisit the bookstore’s information anytime.
Scavenger Hunt
Front Page
Back Page
Allow customers to access more information via mobile, linked to a website.
· A recommended book list by category.
· Detailed information about the treasures.
· Information on events or special discounts.
Scavenger Hunt
Encourage customers
to revisit the bookstore
→
Labeling
A Labeling system using laminated labels that can be easily inserted and removed between bookshelves.
→
Website
Information Architecture
Website
Flowchart
Website
Wireframe
Thank you for your patience
The project is still in progress…
Ying Chung, Soomin Jeon, Seeun Park, Xiaoya Sun, Hope Wang
2025, New York City