Morris Museum
Website redesign
Embedded Files
Challenge
Challenge
Morris museum audience became disengaged and visitor numbers dropped. Their website needed to generate more website/foot traffic to museum.
Context
Context
Timeline: 4 months
Platform: Web/Mobile
My role: UX/UI designer, responsible for setting strategy, interaction and visual design.
Others Involved: PM, Director of Marketing, Copywriter, Executive Director, Developer.
Results
Results
Increase of page views and overall website traffic
Discovery
Discovery
We took a day trip to Morris Museum to better understand the purpose of museum and meet with stakeholders.
Offerings: exhibitions, theatre, films, learning classes, public and private events and interactive exhibitions.
Sample questions for SH:
Who are your visitors & what they need?
What are current experiences for them?
What are some of your product concerns?
What is your definition of product success?
Who are some of your major competitors?
What are your company values?
What are your primary sales channels?
"Build a new website as the primary digital marketing platform for Morris Museum"
Empathize
Empathize
Focused on the UX outcome to achieve the business outcome.
Uncovered business requirements through SH's interviews.
Conducted surveys to gather information on what current members are interested in.
Analyzed feedback to identify common pain points and suggestions.
Sample questions to Users:
What brings you to Morris Museum?
What did you like and dislike about your last visit?
What offereings from Morris Museum are you interested in and why?
Business Objectives:
To attract/broaden the audience.
To increase awareness of the museum’s offerings
Enable public to purchase tickets
To retain their key audience - families with kids
Increase private events booking
To use online presence as a main marketing channel.
Visitors needs:
To see relevant content for based on users interests.
To learn about the events/exhibition etc
To purchase tickets to events
To learn what is available for kids to do
To book an event to celebrate an occasion.
To stay informed on everything that is going in the museum.
Problem statement:
Dan a resident from New Jersey needs to discover an upcoming offerings that matches his interests on Morris museum homepage. He couldn't find this highly valuable information and became less interested in visiting the museum and eventually cancelled his membership, because he couldn't justify its value.
Google Analytics insights
Analyzed the traffic to most important pages by looking at google analytics and heatmaps.
The bounce off rate was high for strategically important pages.
Indirect competitors
By looking at the best practices I was able to better understand the industry standards and incorporate it into my designs.
Overall nicely designed HP.
Good content and design for “Exhibition” detail page
Nice check out system
Good storytelling on “Visit” page and “For members”. It shows why it’s great to be a member.
Effective use of photography in “Plan your visit” pages. These images really create an emotional connection with visitors.
Minimalistic approach for main navigation menu.
Well structured content and design.
Nice use of iconography, excellent use of color.
Thoroughly designed “Visit” pages.
Clean minimalistic design.
Amazing photography.
Intuitive main navigation.
Original design for the Events Calendar.
Excellent upselling strategy in “Get tickets”.
Good storytelling on “Donate” page
Good content strategy for the HP that covers the essential without overwhelming the visitor.
Good filtering search in “What’s on” for everything that museum has to offer.
Nice color pallet and use of accent colors.
Great content strategy for “Support page”
Page purpose:
To better understand the requirements of each page, we created a shared document that specified the required features, their functionality and the measurement of success.
Sitemap Redesign
To enhance the user experience for Morris Museum customers we created a sitemap based on business requirements and user needs. After collaborative session with the client we were able to reach consensus and simplify the main navigation and organized the rest of the sitemap:
Reduced the number of items in the main nav from 8 to 6 by combining "Exhibition" and "Collection" into "On view".
Moved "About" section to the footer, based on our comparative analysis research.
Strategically added "Host an Event" to the main navigation item to boost revenue.
Before: Main Navigation
After: Main Navigation
Sitemap
Solutions - Homepage
Problem: Morris museum homepage content was dry. It didn't take into account their audience personas and failed to provide them with relevant information.
Solution: The new homepage matches their visitors interests with what's happening at the museum and strategically put it above the fold:
First time visitors
Families with kids
Theater goers
Customers interested in hosting an event
Target audience
Adults interested in art (general public)
Theatre lovers
Families looking at what are available on a specific day
Frequent visitors
First time visit
People looking to book events
User Stories
As a visitor, I want to know about what is going in museum, so I can plan my trips.
As a theater lover, I want to buy tickets online, so I can save my time.
As a family, we want to know, what activities are available for kids, so we can plan a weekend.
As frequent visitor, I want to purchase a membership, so I can save some money.
As a first time visitor I want to plan my visit.
As an organization/wedding couple/family, we need to find the space to celebrate an event, so we can plan with ease.
Before
The old homepage didn't take into account users needs. The overall look & feel were outdated & failed to communicate the brand and generate the excitement for visitors.
Wireframe
In a new homepage we highlighted everything that is happening in the museum, plus provided the links for the visitors based on their interests/user stories.
After
We used large scale images to grab users attention as well as to make it more appealing and exciting for visitors of the website.
Results
89%
Increase of page views and overall website traffic
Page updated
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