Background
Ducati by You is an interactive digital experience designed to strengthen the Ducati Museum’s connection with its global community. In collaboration with AKQA and Fondazione Ducati, our team created a personalized museum journey that blended physical and digital engagement.
The experience featured bike customization kiosks, immersive AR souvenirs, and NFT-based collectibles, offering visitors unique touchpoints before, during, and after their museum visit. Tools like Figma, Miro, Photoshop, and Adobe Aero supported the end-to-end design process—from ideation to high-fidelity interactive prototypes.
Tech Stack
[Figma] [Miro] [Photoshop] [After Effects] [Cinema 4D] [Adobe Aero] [UX Research] [3D Design] [AR Experience] [NFT Concept]
User Research and Concept Development
To better understand the Ducati Museum’s audience and the future of digital engagement, we conducted both desk research and on-site observation during a museum visit.
Key Research Insights:
Current visitors included Ducati enthusiasts (Ducatisti), tourists, and B2B audiences.
Emerging trends in museums pointed to hybrid experiences, gaming integration, and the rise of NFTs.
Museums are shifting toward interactive, personalized experiences that engage younger generations.
A noticeable gap was the absence of iconic Ducati sounds in the museum experience, which are central to the brand identity.
Concept Directions Explored:
Introduced bike customization touch points using interactive digital displays
Proposed a sound immersion zone, inspired by exhibits like Porsche’s “Sound Showers”
Designed opportunities to re-engage visitors post-visit through personalized digital souvenirs and shared memories
Focused on creating a stronger sense of belonging through meaningful, memorable moments
Goal: to humanize Ducati through storytelling, interactivity, and personalization — making each visitor feel like a part of the legacy.
Project Experience Flow:
🚦 Before the Museum
Plan visit and explore Ducati’s story online
Start bike customization from home
Create a personal profile to save preferences
🏛 At the Museum
Finalize and view custom bike on interactive kiosks
Experience immersive Ducati sounds
Engage with AR displays and gamified exhibits
📲 After the Visit
Receive digital souvenir of custom bike
Share experience on social media
Access exclusive merch, AR filters, or NFTs
Results
Ducati by You reimagined the museum experience by bridging Ducati’s legacy with digital innovation. Through deep research, journey mapping, and interactive concept development, we created a personalized and emotionally resonant experience that invited users to engage, customize, and connect with the brand in new ways.
By integrating customization, sound, and immersive digital touchpoints, we transformed passive visits into dynamic journeys — building lasting connections between Ducati and its global community.
The result: a future-facing museum concept that’s personal, memorable, and unapologetically Ducati.