KELVIN CARRION DESIGN
KELVIN CARRION DESIGN

Children's Discovery Museum

Children’s Discovery Museum of San Jose

OVERVIEW

The Children’s Discovery Museum of San Jose set out to evolve its experience for modern families while preserving its human, hands-on spirit. As digital expectations increased and visitor behaviors shifted, the museum needed a clearer understanding of its audiences and a strategy to modernize both its website and in-museum experiences.

The engagement focused on three strategic priorities:

  • Personalized learning: Tailoring exhibits and digital touchpoints to different developmental stages and interests

  • Engaging experiences: Integrating technology that promotes creativity, critical thinking, and collaboration

  • Global connections: Linking exhibits to local and global issues to foster civic and environmental awareness

Over six weeks, we partnered with CDM to analyze visitor behavior, prioritize growth audiences, and define a forward-looking experience strategy grounded in both analytics and creative exploration.

I joined a three-person design team focused on translating research and data insights into tangible website improvements and experiential concepts. While two designers led research and strategy and the Creative Director managed client engagement, my work centered on production execution—bringing insights from stakeholder interviews, UX evaluations, and segmentation analysis into cohesive digital and on-site design solutions. We also explored how emerging technologies such as AR and Generative AI could enhance engagement while remaining accessible and playful.

  • UI Designer

    • Owned execution of website concept directions, turning research and segmentation insights into cohesive UI systems

    • Designed responsive layouts, navigation patterns, and visual hierarchies across desktop and mobile

    • Supported innovation concept development and client-ready presentations

    • Figma

    • Adobe Firefly

    • Engagement Leader

    • Creative Director

    • UI Designer

    • UX Designer

    • UX Designer

    • Creative Strategist

  • 6 Weeks

THE PROBLEM

While the museum had a clear vision for personalization, engagement, and global connection, it lacked the strategic clarity to execute against those goals.

  • Audience data was fragmented across visitation metrics, membership records, and external demographic insights

  • The website functioned primarily as an informational resource rather than a driver of attendance or membership

  • Emerging technology ideas were exploratory but not grounded in audience insight

Modernizing without alignment risked investing in features that felt innovative but failed to meaningfully support families or drive sustainable growth. The museum first needed a unified view of its audiences and a framework for translating insight into experience.

THE SOLUTION

We created a research-backed modernization framework connecting audience insight, website experience improvements, and future innovation opportunities.

Key outcomes

  • Audience prioritization grounded in visitation and membership data

  • Website UX directions to improve hierarchy, navigation, and calls to action

  • Strategic concepts for AR and AI integration within exhibits

  • A cohesive experience vision aligning personalization, engagement, and global awareness

The work balanced innovation with accessibility, ensuring technology supported curiosity rather than competing with it.

RESEARCH

Outside-In Analysis

We conducted a data-driven outside-in analysis leveraging external data sources including Placer.ai and Claritas to understand visitation behavior, geography, and microsegment profiles.

This analysis examined:

  • 39 states

  • 114 Core-Based Statistical Areas

  • 68 microsegments

  • Local versus non-local visitor trends

  • Seasonal and peak visitation patterns

This allowed the museum to benchmark performance against peer institutions and identify high-potential audience segments.

Visitor Prioritization

From 68 microsegments, we prioritized 20 segments representing:

  • 96% of total members

  • 84% of total visits

We mapped propensity to visit against propensity to become a member to identify:

  • Top focus segments with high growth potential

  • Frequent visitors who were membership shy

  • Loyal but lower-growth audiences

  • Untapped opportunity segments

These insights shifted focus toward family-oriented suburban segments with high visitation and membership potential.

Industry Benchmarking

We reviewed leading museum and experiential brands to understand how they:

  • Integrate storytelling and technology

  • Extend learning beyond physical walls

  • Strengthen community identity

  • Create seamless planning and ticketing journeys

These insights informed both tactical website recommendations and broader experiential innovation concepts.

DESIGN APPROACH

We combined audience analytics, heuristic evaluation, and creative exploration to shape a modernization strategy across digital and physical experiences.

Using the Four Fs framework — Form, Flow, Feeling, and Function, we evaluated the current website and identified opportunities to improve clarity, navigation, emotional resonance, and task completion.

We then developed multiple website directions alongside experiential innovation concepts, testing how different visual systems, storytelling approaches, and emerging technologies could better support priority audiences.

The result was a balanced strategy aligning data-driven insight with imaginative, human-centered execution.

 

Website Concepts

Designing the First Impression
The website serves as the Zero Moment of Truth — shaping perception, influencing attendance, and guiding planning decisions.
We explored three strategic directions instead of proposing a single redesign.

 

Direction 1: Guided Discovery

Concept A – Content-led
Focuses on strengthening hierarchy, clarity, and navigation while maintaining familiarity.

Concept B – Plaful Brand Expression
Applies the same structure with stronger visual personality and engagement cues.

Direction 2: Modern Museum

Concept A – Architectural Minimalism
Focuses on clean, structured layouts that reduce visual noise and highlight content through strong hierarchy and geometric composition.

Concept B – Spatial Storytelling
Applies the same minimalist foundation while using layout, scale, and imagery placement to guide users through a more narrative, gallery-like experience.

Direction 3: Inside the Exhibit

Concept A – Editorial Immersion
Uses bold typography, full-bleed imagery, and layered storytelling to create a sense of exploration that mirrors the emotional energy of being inside the museum.

Concept B – Cinematic Expression
Builds on the immersive foundation with more dramatic visual contrast and motion-inspired composition to heighten anticipation and encourage visitation.

 

Creative Ideas

My Museum BFF

What if parents and guardians invited their children to create their own personal guide to the museum?

Using the concept of an imaginary friend, children can use genai to create the name, species–everything–before you leave your house. When you get to the museum, your BFF is there waiting for you at the entrance, just as you had designed them. Children can explore the museum as they wish, while their parents use their mobile devices to surprise their children with the BFF they created. Who knows, their BFF might even be waiting for them on the website when they return.    

 

  • Initial Visitor Onboarding

    Customization Kiosks
    Interactive kiosks at the entrance allow visitors to create their BFF by selecting species, name, and appearance through child-friendly touchscreens.

    Profile Integration
    A backend system stores visitor profiles, linking to memberships when available so BFFs persist across visits and at-home engagement.

    Interactive Museum Touchpoints

    Beacon-Triggered Moments
    Bluetooth beacons activate exhibit-specific BFF interactions on nearby screens or museum devices as visitors move through the space.

    AR Experiences
    At high-engagement exhibits, AR enables BFFs to explore objects, animate concepts, and guide learning moments.

    Personalized Exhibit Guides

    AI-Driven Recommendations
    AI tailors exhibit explanations and suggestions based on visitor preferences, maintaining playful, age-appropriate dialogue.

    Gamified Prompts
    The BFF encourages participation through challenges and discovery-based questions.

    Interactive Zones

    Motion-Based Play
    In activity areas, gesture or motion sensors allow BFFs to “play” or move with visitors.

    Projection Mapping
    Projection brings BFFs to life on walls and floors for immersive, shared interactions.

    Post-Visit Engagement

    Farewell Stations
    As visitors exit, BFFs recap the experience and prompt continued engagement.

    Digital Companion
    Members access their BFF through an app or website to extend learning, earn rewards, and receive updates on new exhibits.

    Membership & Return Engagement

    Exclusive Customizations for Members
    Unlock additional BFF features, such as outfits or abilities, to incentivize membership and repeat visits.

    Event Invitations
    BFF-driven notifications invite families back for special events, new exhibits, and exclusive member experiences.

  • Apple

    Why
    Apple’s ARKit technology could be the foundation for the augmented reality aspect of the BFF, allowing the character to “come to life” within the museum using AR on visitor’s devices or museum-provided iPads. Apple could also provide the physical hardware (iPads, Macs) used at customization stations or for interactions throughout the museum.

    How

    Apple can provide grants or discounted iPads to be used throughout the museum, creating AR moments where visitors see their BFF projected onto the physical environment (e.g., dancing by an exhibit). They can also provide educational resources for coding and AR development, incorporating STEM learning for kids.

    Google (AI and AR Solutions)

    Why
    Google is heavily investing in their AI and AR development. Their AI capabilities can enhance the BFF’s ability to interact intelligently with visitors, adapting responses based on the visitor’s preferences or past interactions. 

    How
    Google could integrate their AI tools (like Google Assistant) to allow the Museum BFF to engage in natural conversation and recommend personalized content or routes within the museum. Google Maps AR could assist with navigation throughout exhibits, or Google AI could be used to personalize exhibit recommendations based on a visitor’s prior museum history. 

  • High: 18-24 months
    Full-scale rollout with advanced AI, dynamic AR experiences, and deep integration with museum exhibits. Includes planning, testing, and refining based on user feedback.

    Medium: 12-18 months
    Focused on core BFF features and a select number of interactive touchpoints. Allows time for initial testing and user feedback.

    Low: 6-12 months
    Pilot program with basic BFF interactions, limited customization, and a few key locations. Rapid testing and feedback to shape future iterations.

The Storybook

What if children could write and star in their own story, by just experiencing the museum as a child would?

Imagine their parents starting with the basics when they buy their tickets: age, name, and general appearance, and technology does the rest. When the children arrive at the museum, using wearable technology, a digital memory is created for them to revisit online. More than just a record of events, the story is written like a children’s book with chapters of current locations – and every visit is unique.

 

  • Wearable Technology Integration

    • Smart Wristbands: Each child receives a “high-tech” wristband that tracks their journey through the museum using RFID or Bluetooth. Offering a seamless experience that logs interactions without being intrusive.

    • Data Capture & Privacy: The wristbands capture key data points (exhibits visited, duration, interactions) while adhering to privacy standards, ensuring a safe and secure experience for parents who prioritize data security.


    Story Generation Platform

    • AI-Powered Story Creation: Using AI, the platform generates a personalized narrative for each child based on their journey through the museum. The story adapts to not only the child’s personal information, but also their behavior.  

    • Cloud-Based Access: Parents and children receive a digital link to access their personalized storybook online, allowing them to revisit and share their memories. 


    Interactive Exhibit Integration

    • Exhibit-Specific Story Chapters: Each chapter of the storybook is directly tied to the exhibits visited. For example:

      • Dinosaurs: Land of Fire and Ice: The child’s story includes a chapter where they become a junior paleontologist, discovering fossils and learning about the Cretaceous period.

      • Bill’s Backyard: The storybook includes a chapter where the child is an adventurer climbing trees and exploring nature, mirroring their experience in the outdoor exhibit.

      • WaterWays: A chapter could revolve around a magical journey where the child controls water currents and learns about the science of water flow.

    Interactive Digital Storybook

    • Customizable Avatars: The child’s avatar, created based on the details provided at ticket purchase, stars throughout the story.

    • Engaging Visuals: The storybook is designed with vibrant illustrations and animations that reflect the exhibits’ themes, appealing to kids and parents.


    Dynamic Exhibit-Based Chapters

    • Real-Time Story Updates: As children move through the museum, their story is updated in real-time, creating chapters that reflect each exhibit. This allows for a storybook that captures the exact sequence of their journey, ensuring every visit feels fresh and unique.

    • Interactive Add-Ons: After their visit, children can add digital “stickers” or extra pages to their story, like adding an imaginary friend they made in the Wonder Cabinet or expanding on their adventure in the Mammoth Discovery! exhibit.


    Gamification & Story Rewards

    • Achievement Badges: As kids explore different exhibits, they earn digital badges (e.g., “Dinosaur Explorer” or “Bubble Master”) that appear in their storybook, providing a sense of accomplishment.

    • Enhanced Content for Return Visits: Returning visitors can unlock new storybook chapters or bonus scenes that build on their previous adventures, such as a special hidden fossil in the Mammoth Discovery! exhibit or a secret path in Bill’s Backyard.

  • Apple

    Why
    Apple’s expertise in wearable technology and seamless user experience design makes them a strong partner for the wristband integration and storybook platform.

    How
    Apple could provide the tech infrastructure for the RFID-enabled smart wristbands, leveraging their experience with Bluetooth and IoT devices to ensure seamless data transfer and integration with the storybook platform. They could also support app development for accessing the digital storybook on iOS devices.

    Google

    Why
    Google’s strengths in AI and cloud computing make them ideal for powering the AI-Powered Story Creation and Cloud-Based Access components of the storybook experience.

    How
    Google could provide access to AI tools that help generate personalized narratives based on each child’s interactions at the museum. Their cloud services could host the storybooks, offering secure and scalable access for families.

    Adobe

    Why
    Adobe’s creative software and design expertise are crucial for creating the Engaging Visuals, Customizable Avatars, and Interactive Digital Storybook elements.

    How
    Adobe could provide access to Illustrator and Photoshop for designing vibrant storybook pages, as well as tools like Adobe InDesign for creating the digital layout of the storybook. They could also offer software for parents and kids to add digital “stickers” or customize their story post-visit.

    Cisco Systems

    Why
    Cisco’s focus on secure data transfer and network infrastructure makes them a valuable partner for managing the Data Capture & Privacy aspect of the wearable technology.

    How
    Cisco could help implement secure data transfer for the RFID wristbands, ensuring that data collected from the child’s journey is encrypted and safely transmitted to the story generation platform. They could also support the development of a secure app for parents to access their child’s digital storybook.

  • High: 18-24 months
    Complete rollout with detailed app functionality and extensive planning, testing, and feedback adaptation.

    Medium: 12-18 months
    Focused on core locations and exhibits, allowing for basic development and pilot testing.

    Low: 6-12 months
    Pilot program with simple interactions, rapid development, and initial feedback to guide improvements.

The Boredom Button

What if there was a way to lead people TO the museum using new technology at places around San Jose where people tend to wait?

What if there was a way to lead people TO the museum using new technology at places around San Jose where people tend to wait? The trolly/streetcar/bus stations? The fountains. Crosswalks. At these locations, there could be an oversized, purple button that would bring people a surprise – through animatronics, projection mapping, light work, audio...all promoting a “cure” for boredom using the wonder of a child’s imagination.

 

  • PUBLIC SPACES

    Parks

    • Place buttons in playgrounds or walking paths to spark exploration.

    • Trigger an AR Safari where jungle animals appear and share fun facts about patterns and symmetry.

    • Invite families to explore these concepts further at the Exploration Portal exhibit.

    Libraries

    • Install buttons in children’s sections to transform reading areas into AR zones.

    • Open a portal to the Art Gallery and LeRoy Neiman Art Studio exhibits.

    • Kids create virtual artwork and are invited to make real art at the museum.

    Community Centers

    • Place buttons in recreation halls or youth gathering spaces.

    • A mammoth fossil appears in AR, prompting kids to “dig” for bones.

    • Highlights the Mammoth Discovery experience at the museum.

    Bus Stops & Public Transit Areas

    • Install buttons in bus shelters or train stations to turn waiting time into play.

    • A pterodactyl from Dinosaurs: Land of Fire and Ice appears with hidden clues nearby.

    • Encourages families to continue the adventure at the museum.

    Sidewalks & Plazas

    • Activate buttons in high-traffic public areas.

    • Virtual bubbles from the Bubbles exhibit float through the plaza.

    Kids interact with bubbles and receive an invitation to visit the museum.

    PRIVATE VENUES

    Grocery Stores

    • Place buttons near checkout lines or parking lots.

    • Kids “shop” for healthy foods inspired by the Rainbow Market exhibit.

    • Completing a list unlocks an invitation to recreate the experience at the museum.

    Retail Stores

    • Host buttons in kid-friendly areas of local affiliate stores.

    • Unlock a virtual Imagination Playground session with interactive building blocks.

    • Encourages kids to build even bigger creations at the museum.

    Pharmacies

    • Feature buttons in waiting areas for engagement during long visits.

    • Launch a WaterWays AR experience with flowing rivers and boats.

    • Concludes with an invitation to explore hands-on water exhibits.

    Cafes or Ice Cream Shops

    • Install buttons near seating areas to engage children during breaks.

    • Kids design food carts inspired by the Streets exhibit.

    • The experience connects back to exploring the city at the museum.

    Public Art or Statues

    • Partner with locations featuring outdoor art or sculptures.

    • Statues come to life through AR with scenes from the Museum Theater exhibit.

    • Provide previews of performances and workshops at the museum.

  • Location-Specific AR Triggers

    • Custom AR content tailored to each button’s environment and tied to specific museum exhibits

    • Geo-location notifications alert families when they are near new or unvisited buttons

    Reward System Integration

    • Scavenger hunt pathways unlocking clues or puzzle pieces that lead to larger rewards or museum-exclusive experiences

    • Member-only bonuses including exclusive AR interactions and extended storylines

    Seamless App Integration

    • Mobile app serving as the central hub for maps, progress tracking, and stored rewards

    • In-app camera scanning to activate AR experiences intuitively

    Local Business & Government Collaboration

    • Partnerships with local businesses offering incentives through AR interactions

    • City collaboration for public space placement and community promotion

    Technology Integration

    • Bluetooth beacons enabling proximity detection and smooth AR triggering

    • ARKit and ARCore supporting immersive character placement

    • Analytics dashboard tracking engagement, interaction time, and content performance

    Immersive AR Experiences

    • Animated AR characters connected to museum exhibits

    • Dynamic environment transformations blending physical and digital spaces

    Engaging User Interface

    • Child-friendly UI with bold visuals and minimal text

    • Character-led navigation guiding children through interactions

    Story-Driven Design

    • Location-based mini storylines tied to exhibits

    • Connected narratives that build toward an in-museum experience

  • Local Affiliates (Chavez Supermarket, Mi Pueblo Food Center, 
San Jose Barracuda)

    Why
    Local businesses and institutions can host Boredom Buttons in their stores and facilities, creating more touchpoints for children and families to interact with the experience during their everyday routines.

    How
    These businesses can offer buttons inside their locations, with AR experiences tailored to the store or venue. For instance, a button in a supermarket could trigger a playful scavenger hunt through different aisles, or a button at a sporting event could unlock a game where kids “meet” the team mascot

    San Jose Government

    Why
    The San Jose government is essential for facilitating public access to key locations where the buttons will be installed. They also share a goal of enhancing community engagement and promoting local cultural institutions, like the museum.

    How
    The government can provide permissions to install buttons in public spaces such as parks, libraries, bus stops, and community centers. They can also promote the initiative through city-run communication channels (e.g., social media, local newsletters) and support broader city-wide engagement by tying the Boredom Button concept into local festivals or family events.

    Adobe

    Why
    Adobe’s focus on creativity, digital experiences, and education aligns perfectly with the goals of the Boredom Button concept, which is designed to spark imagination and curiosity in everyday environments.

    How
    Adobe could sponsor the design and development of the content for the buttons, including interactive animations and visual storytelling elements. They could also integrate their creative tools, such as Adobe Aero, allowing families to co-create or modify certain AR experiences.

  • High: 18-24 months
    Complete rollout with detailed app functionality and extensive planning, testing, and feedback adaptation.

    Medium: 12-18 months
    Focused on core locations and exhibits, allowing for basic development and pilot testing. 

    Low: 6-12 months
    Pilot program with simple interactions, rapid development, and initial feedback to guide improvements.