SPYSCAPE is a new interactive spy museum based in New York, where through a series of interactive challenges the visitor can find out which type of spy they could be.

After it's opening in February 2018, the team was given the task to focus on the online user account, to improve the post-museum experience and set up the basic structure that would, in the future, allow to add more content with the goal of creating an online only experience.


As the lead UX designer I was in charge of creating the new architecture for the account section, proposing what new content to bring in for the MVP and producing the wireframes required.

Among my tasks were, interviews with the stakeholder, competitor analysis, user research, journeys, flows and testing, produced hi-fidelity wireframes, and software QA.

During the development of the project I worked closely with the product manager, developers and visual designers. We worked in an agile environment with weekly sprints.


1. Expand the online experience
At that point, the user was only able to access a static report of their experience which contained contextual information about their spy role, a summary of their challenges and attributes' scores.
2. Increase online conversion
From our total number of visitor, only 14% were accessing their online spy role summary report after their museum experience.


The vision of the company is to create a stand alone experience. This would be catered for people who are not living in New York and therefore can’t attend the physical museum.

The first stage of this bigger goal, which I was part of, consisted on creating the architecture of the account initially only using existing content but designing it in a way that new content could be added easily in the future.

At that point, the existing online features were:
  • Account management
  • View Spy Profile summary containing contextual information, attribute score and challenge scores.
Existing screens at the time


Before starting to do any work, I carried out meetings with the stakeholder to understand what his vision of the online platform would be.

Market research was key to highlight what features would make SPYSCAPE stand out from the rest. Website analytics helped understand how users were getting into the SPYSCAPE website, the level of engagement, and comparing this with museum data helped define the personas that would use the online platform.
User journeys helped visualise where the pain points in the current experience were.

I also held early team sessions to discuss the findings of research as well as to explore together what our users were experiencing and what we might propose as improvements. These also helped to align every member of the team with the goal of the project and understand how each one was contributing to it.


After research and early stage user testing took place, I moved on to create the architecture chart, wireframes and flows that I later passed on to the designer and the development team.


Quick tutorial to introduce the key features of the account.

Dashboard cases

The online account features would be accessible to museum goers as well as online only users.

Challenges Scores

Here the user can access the scores they obtained from the online and museum challenges. If they have played a challenge more than once, they could also access the score history.

User's Attributes

Here the user can access the scores they obtained from the online and museum challenges. If they have played a challenge more than once, they could also access the score history.


Here the user can access the scores they obtained from the online and museum challenges. If they have played a challenge more than once, they could also access the score history.


Designs produced by the then Lead visual designer Alice Yeo.


Main account pages

GOAL 2: INCREASING Email capture

I was in charge of investigating what the user behaviour was in order to propose improvements to increase conversion from the current at the time, 14%.

The stages of research, user journey mapping and concept ideation happened in parallel to the research stages of Goal 1.
Being based in London meant it wasn’t easy to access our customer in the museum to carry out interviews. To compensate for this I went through our customer service emails, online reviews, account analytics and had conversations with members of staff at the museum. All this, allowed me quickly understand where the main pain points were in our customer’s journey.
User flow highlighting user's pain points
It quickly stood out that one of the main issues were the purchaser wasn't providing an email address to all tickets purchased, therefore we weren’t able to send a post experience email and lead visitors online.

To resolve this issue I proposed to add an email capture point to the Question Stations interactives found in the lobby of the museum.
Visitors have an average wait of 3-5 minutes before they can board the briefing lift that will take them to the exhibition floor, therefore it was the perfect moment to place a rather ‘boring’ interaction before they get immerse in the world of espionage.

With this solution, the email capture of our entire visitor base increased by 20%.
SPYSCAPE NY, museum lobby.
Wireflows of the email capture point

People I worked closely with

Alive Yeo - Visual Designer
William Hook - Full stack Engineer
Dan Hart - Software Engineer
Lee-John Ball - CTO

other WORK