Art Institute of Chicago
Tools: Pen, Paper, Miro, Sketch
My Role: User Experience Designer, Project Manager
Time: 2 weeks
What's the challenge?
My team and I had two weeks to re-design a digital solution for the Art Institute of Chicago to leverage youth interest within the museum experience to drive up user engagement.
Who is Rachel?
The root of Rachel's problem
Young adults need a way to easily access relevant information on the website that appeals to their interest and highlights in-person museum activity in order to increase youth museum attendance.
How I can help her?
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Remove the obstacles that stop youth from navigating to the section of the museum website that is targeted towards them.
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Make the website an engaging/more exciting experience for the youth.
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Make planning a trip to the museum easier for the youth.
Check out our competition
Museum of Design Atlanta (MODA)
Broadway in Chicago
Takeaways
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MODA has the navigation bar with the youth option on the global navigation.
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Both have an event page.
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Both visually appealing for the youth and users.
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Both have an event calendar.
Evaluating our users
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What attracts you to an art exhibition/museum?
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Can you tell me how you learn about art exhibits or events that interest you to attend?
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What's your relationship with art?
“I really enjoy art, I like finding out about new art and also I like buying and reading about art as well.”
- Adventurous User
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Key Takeaways
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I used the United Nations definition of youth to define the scope of youth for the project (15-24 years old).
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3 out of 4 interviewees felling into that age range.
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Questions focused on the interviewees' relationship with art and museums, along with the factors that influence them to make a trip to the museum.
Rachel's path to a youth event
I know you might be wondering why she's taking this path because I was thinking the same thing also. For Rachel to successfully purchase a ticketed event to go to the museum, the process has to be effortless. From research, I notice that youth have a short attention span and don't like to go to a merry-go-round to do something and especially to go to an event.
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The first user flow (not pictured above) was missing necessary steps that reflected Rachel tasks such as:
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Adding the event to the cart.
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The cart summary.
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The decision to check out.
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Clear verbiage/explanation of the event.
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With this final user flow, we create an action for the user to have the ability to add multiple items to the cart, view the cart summary, and the option to checkout. With these updates, the user now has an easy and clear flow to register for an event of choice.
How Rachel purchase an event ticket
Prototype Video Walk Through
How I got there
Users were tasked to navigate thru the site, go to the teen section, and purchase a ticket for "the Obama Portrait". I learned that the user expressed some interest in the art and events presented by the website, however, found that they would lose interest easily as either the relevant information was not available easily, and they found that navigation through the museum’s collection was made difficult by its lack of organization.
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"I did not like using the website that much... I could not find anything for teens. I had to search “teens” to find the information I needed. For exhibitions later in the year such as the Obama one, there should be a notice that tickets are not yet available for purchase. But I like the different exhibitions and events available..."
- Thinking User
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Some of the changes I made to the website were:
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Re-design the home page to be more visually appealing.
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Move the "Learn with us" navbar to the global nav.
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Create your nav within the "Learn with us" nav.
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One of the main changes I made was creating a youth event page with the option to purchase ticket (s).
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Reorganized information and event tabs so that they were more straightforward and grouped together in a logical way.
The next update I am planning to do on the site are:
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I will label the events on the youth page to specify the age range for the events.
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A-B testing between making the sub-categories of "learn with us" (youth, family, adult, etc.) their own tabs for easier accessibility vs. the current redesign.
End of the road
Working in a group can have its ups and downs. I learned that:
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Everyone's working style is different
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How to lead a How to make the prototype feel like it's real.
After tons of research, asking for help, and drifting out of space
(that's where I go for brain dump when it's overload). I finally have the
100-million-dollar questions, problem statement and persona that will
make everything go smooth moving forward.
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"A positive attitude can really make dreams come true - it did for me."