MICA Art Space Experience Design
Professional Experience · Cultural Space Startup · 2018
Designed a service ecosystem and operational framework for a newly founded cultural space, applying UX methods to shape community experiences and support business growth.
Role
UX Strategist
Service Designer
Experience Planner
Durations
6 Months
Startup Phase
Methods
Persona
Journey Map
Funnel Analysis
Competitive Analysis
Contributions
Space Positioning
Service Blueprint
Operational Framework
Customer Experience Design
Project Overview
MICA was a newly founded cultural space in Taipei.
Unlike traditional venue rentals, the founders wanted to create a space that could support cultural activities, creative communities, and long-term relationship building.
The challenge was not simply designing a physical environment, but designing an entire service ecosystem that connected space, events, community members, and future business growth.
My role was to introduce UX and service design thinking into the startup process and transform an empty venue into an experience-driven cultural platform.
Business Challenge
01 | No operational model
02 | No shared understanding of customers
03 | No framework for consistent experiences
Design Goal
#1
Define a clear value proposition
#2
Design a scalable service ecosystem
Design Solution
#3
Create repeatable operational systems
Solution 1: Define the Space Identity
Solution 2: Design the Service Ecosystem
Instead of treating the space as a venue rental business, I designed a service ecosystem connecting awareness, participation, retention, and community growth.
Solution 3: Build Operational Systems
Created a lightweight operational framework to support daily management and future growth.
Solution 4: Apply UX Methods to Physical Space Design
Traditional UX tools are often used for digital products. In this project, I adapted those frameworks to help design physical experiences, community interactions, and operational decisions inside a cultural space.
Outcome & Impact
Organizational Outcomes
Defined the strategic positioning and value proposition for a new cultural space
Conducted competitive analysis across 11 comparable venues
Designed 23 operational templates to support daily operations and future scaling
Introduced UX research frameworks into organizational decision-making
Experience Outcomes
Facilitated 6 pilot events during the trial operation period
Engaged 130+ participants across multiple event formats
Collected and analyzed 12 participant surveys alongside on-site behavioral observations.
Validated service assumptions through real-world testing and iterative feedback
Validation & Iteration
To evaluate the service ecosystem in real-world conditions, we conducted pilot events, collected participant feedback, and observed user behaviors within the space.
Pilot Events
6 Pilot Events Conducted
Film Screening
Classical Music Performance
Human Design Workshop
Artist Gathering
Community Meetup
Private Events
Insights
Tested audience engagement
Evaluated space utilization
Identified operational bottlenecks
Questionnaire Design
Key Findings
Participants valued the flexible and welcoming atmosphere
Environmental comfort had a strong impact on overall satisfaction
Clear operational support improved the event experience
Behavior Observation
Observed
Visitor navigation and wayfinding issues
Environmental comfort and accessibility concerns
Facility usage behaviors and operational pain points
Community interaction and participation patterns
Key Insights
Physical environments strongly influenced visitor experience
Accessibility considerations were critical for older audiences
Operational details significantly impacted perceived service quality
Informal networking created higher engagement than structured activities
Reflection
This project was my first experience applying UX thinking outside of digital products.
Working with a cultural space startup showed me that user experience is not limited to websites or apps. People's perceptions are shaped by the environment, the people they meet, the activities they participate in, and the stories a space communicates.
Through this project, I explored how design thinking could be used to define space positioning, understand visitor behavior, and create a shared understanding among team members. It also reinforced my belief that design is not only about creating artifacts, but about shaping systems, relationships, and experiences.
The experience expanded my perspective on what design can contribute to an organization and continues to influence how I approach both digital and physical experiences today.
Selected highlights from the project are presented here.
For deeper research insights, UX decisions, and design iterations, view the full case study below.