Service Design, 2018

Minjung Kim
Chiching Tsai
Jiya Seo

My Role
Created all web interface prototypes
UX flows, Problem Statement
System Usability Scale Score
Usability Test
User Journey Map
Customer Persona


Create a new website experience and scheduling system can be enhanced to help MUNY musicians who give their best performances. It can help them to manage and exchange their performance more efficiently

MUNY, Music Under New York, service existed for about 30 years, since 1987. It is one of MTA performing arts programs. Currently there are more than 350 artists and ensembles as participants in the MUNY program presenting various genres of music. New York is a city overflowing with so much culture that every park, street corner, and subway often doubles as a stage for eclectic artists. These street musicians are what makes New York City the cultural capital. Not only on the streets, we also see them underground, on the subway platforms. 

Problem Statement

Musicians with MUNY permit need more flexible and transparent scheduling process because the current scheduling system is uncommunicative and inefficient by email only. Currently, for MUNY artists, any platform does not exist to manage their assigned schedule or gain information about other artists and an audition. For the public and potential users, they need a more accessible platform to acquire needed information.


Our team predicted some MUNY artists’ problems before we began the research. We assumed that the biggest challenge for the MUNY artists would be earning income. Also we considered the dirty environment and rude audiences to be problematic for the musicians while they are performing. So we decided to conduct several research methods, both qualitative and quantitative research, to either confirm our assumptions or to find the real problem for the MUNY musicians.   

Primary Research
Desk Research

Before the field research, we conducted secondary research. We searched for articles, studies, and videos to learn about MUNY service and the artists experience for the service. First thing we found out was their financial matter. As mentioned above, we assumed that the most MUNY artists would be struggling financially.  However, the statistic told us that most busking musicians make over $100 a day. Of course, there are yet some who barely make $20 a day. Still, the estimated average income is $44,137 a year and confirmed that the lack of tip was not an issue.

Secondary Research
User Interview

We met Roger G & Unique Force, a dance crew and Underground Horns, a band. We also received responses from few artists, Andy Suzuki, Washington Square, and Michael Shulman throught email.

The only way to communicate with MTA authorities is by phone call of email. But they are hardly available and it’s hard to reschedule. Few people mentioned that it would be nice to see each other’s schedule as well. The artists liked to interact with other artists and make connections. All of them confirmed about the good tips they are making and how performing on subway platform is not about the money.

UX Methodology

System Usability Scale Score and Evaluation (SUS) Data to the current MUNY web page in the MTA site

To evaluate the information alignment between MUNY service and users, we then conducted System Usability Scale Score to the current MUNY webpage to measure usability in numbers, which is the official platform for them to announce and inform information to their users.
For the result of the SUS score, the users gave very low scores. They said the website was unnecessarily complex, not easy to use, inconsistent, cumbersome, and would not come back to this webpage again. Based on our evaluation, the current MUNY page got 32.5 average score.

Customer Persona

Based on interviews we did and the empathy map, we summarized and created the average persona for MUNY artist. Veronika is vocalist from a band and likes to interact with audience and other artists. She is frustrated about the dirty condition at subway station and scheduling communication. These likes and frustrations were common among the artists we interviewed.

User Journey Map

We came up with a user journey map for the average MUNY artists. The journey begins from the user discovering the service and then continues to join the service. Once they get into the program, their routine becomes like this. On this journey map our enhanced website solution will occur in user action no.3 and no. 11. On action no. 3, when artists who wants to get MUNY permit check out the audition and program information, the website can clearly provide them with correct and enough information. Then on action no. 11, (once became) current MUNY musician can check the schedule on the website after they login.

Future Blueprint

The customer will use the website when they first enter the service, the auditioning, then they will continue to use the website regularly once they are in the service. They will check the schedule on the regular basis and in the future will be able to manage and exchange their schedule. In the backstage, the staff, instead of emailing the schedule individually, can update the weekly schedule all at once which will reduce their task and time. Also, once the calendar is updated on the website, all the MUNY musicians can view each other’s schedule and ideally artists’ fan can visit the website to see who is performing where.

UX Flowchart

In this UX flowchart, the user actions for MUNY artists are separated into two parts, Request exchange and Requested exchange. They can exchange the schedule in the private calendar after they logged in. Also, for MUNY maintenance, we planned to build the backstage system for the MUNY staffs to assign, update, and monitor the schedule.

Information Architecture for new official MUNY website

We decided to segregate the MUNY website from the MTA website, leverage the content of the current website but simplify the tabs, then combine and group the relevant information together. The contents marked in black are the general information which can be viewed by the public. It contains information of MUNY, upcoming events, and artists, and how to become a MUNY artists. By segregating the features in the website, we tried to make the communication among MUNY community more transparent and simple. For MUNY artists, after clicking "sign in", they can check their assigned schedule, see the whole performing schedule of other MUNY artists and exchange the schedules with one another.

Based on our UX flowchart and information structures, we designed the wireframe.Wireframes are important for multiple reasons. It focuses on functionality, behavior, and priority of content. Once we have these three focuses established, redesigning the MUNY website becomes a lot easier. Another benefit of wireframes is that they give the client an overview of what the website. The top wireframes are prime and main navigation tabs which are promotion, artists info, event, and audition. The bottom wireframes are login flow for users which is MUNY artists. When they log in, they can access their schedule calendar. We plan to create this website to be a Responsive Web Design, which means that design and development should respond to the user's environment based on screen size, platform, and orientation. In other words, users can see our website easily on their mobile phone like an app.

User Interface Design

A user-friendly official website for MUNY musicians

In my role, I credited a simple design of minimalist web interfaces. Thisminimalist web design strategy is simplifying interfaces by removing unnecessary elements and content that does not support user tasks, because the fewer elements on a screen, the more potent the remaining information become such as the promotions of artists and their calendar UI. By that logic, MUNY website can clearly communicate to the users.

Check interesting information
MUNY artists and events in New York City

Manage your performing schedule
in an efficient way to see your events

Select date & time
Click the date you want to exchange

Choose another date
The blue badge is the date she wants to exchange

Private scheduling page
This minimalist web calendar is more clear and appealing
to check MUNY artists’ schedule.

Service Design Project, New York

Jas Minjung©