MUSEUM OF CONTEMPORARY ART

WEBSITE REDESIGN

DESCRIPTION: A website redesign for the Museum of Contemporary Art's online store.

 

THE CHALLENGE: Research the MCA and its in-store and online customers to improve the design of the online store's website. 

MY ROLE: UX Designer 

DURATION: 2-weeks

TOOLS: Sketch, InVision

Want the full story? Read on...
OVERVIEW
"Where art is now"
RESEARCH & PLANNING

Interviews: Interviewed​ both in-store customers and store managers/staff. 

 
 
Interview Responses

 “The store is an extension of the museum, but it is its own entity. Many customers come from off the street and have never been to the museum” social”

“The most interesting shop in the whole city”

Over 60% of people interviewed said that the first thing they notice about an e-commerce site is how easy it is to navigate and filter items to find what they are looking for

 
 
Other Findings 

Shoppers are from all over the world, demographics of customers are across the board.

 

About half of the customers don't speak English.

People want to support the contemporary culture and art & share it with others because it makes them feel they are sharing their appreciation of art and supporting a community that is meaningful to them.

Users will leave the site if they cannot easily navigate the site or find what they are looking for by filtering.

What did we learn?

Insights:

  • SUPPORT -  People are more inclined to buy something knowing their purchase is supporting art and culture in Chicago

  • COOL STUFF - People from all over the world shop at the MCA store to buy unique products, whether they visited the museum or not.

  • NAVIGATION - Online shoppers are going to navigate the online store the same way they navigate other e-commerce sites

OPPORTUNITY & DESIGN PRINCIPLE
There is an opportunity to redesign the MCA's e-commerce site to improve the usability and also be more attractive to customers.

Solution should  be easy to navigate and support the mission of the MCA by bringing artists and audiences from all over the world together, and feature contemporary products that act as an extension of the museum and are sold to benefit art and culture in Chicago.

Increasing emotional connection: In order for the users to know that their purchase would be supporting art & culture, I needed to make the notification more noticeable. I started with that, but quickly realized that it was not enough. A stronger emotional connection was needed, a way to connect the customers with the artists.

Added Features: Video, Learning Opportunities, Mission

Catering people all over the world: With 50% of the customers not able to speak English, and a wide variety of customers ranging from art-lovers to visitors of the city to Chicago locals, the site needed to accommodate (and more importantly, welcome) several types of users.

Added Features: Other Language Option, Ship Internationally, Welcome Page (content)

Improving Navigation: Further research was needed to understand what makes a site more usable and easier to navigate. Card sorts, more interviews, and research of other user-favorite sites such as Amazon

Added Features: Simplify Design, Filter Bar, Condensed Categories, Streamline Checkout Process, Overlay Screens

DESIGN & TESTING

User Testing: 

TIMER

REMOVE CHAT OPTION AT END

SOLUTION 

Check out the prototype! 

MUSEUM OF CONTEMPORARY ART

WEBSITE REDESIGN

DESCRIPTION: A website redesign for the Museum of Contemporary Art's online store.

 

THE CHALLENGE: Research the MCA and its in-store and online customers to improve the design of the online store's website. 

MY ROLE: UX Designer & Content Strategist

DURATION: 2-weeks

TOOLS: Sketch, InVision

click image to view mid-fidelity prototype
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Want the full story? Read on...
OVERVIEW
"Where art is now"

MCA Mission: to bring artists and audiences together, presenting contemporary art and culture in ways that illuminate what it means to be a citizen of both Chicago and the world.

MCA E-commerce site: Relatively new; goal is for the online experience to replicate the in-store experience.

RESEARCH & PLANNING

Interviews: Interviewed​ both in-store customers and store managers/staff. 

 
 
Interview Responses

 “The store is an extension of the museum, but it is its own entity. Many customers come from off the street and have never been to the museum” 

“The most interesting shop in the whole city”

The background boxes made me want to drop off the page. It's confusing, doesn't look complete. I wouldn't buy anything..." 

Over 60% of people interviewed said that the first thing they notice about an e-commerce site is how easy it is to navigate and filter items to find what they are looking for

 
 
 
 
 
 
 
Other Findings 

Shoppers are from all over the world, demographics of customers are across the board.

 

About half of the customers don't speak English.

People want to support the contemporary culture and art & share it with others because it makes them feel they are sharing their appreciation of art and supporting a community that is meaningful to them.

 

Users will leave the site if they cannot easily navigate the site or find what they are looking for by filtering.

Many users struggled with the site's navigation, particularly were confused by the number of categories/where to find certain products and the filtering.

Uncovering Themes

Affinity Diagram:

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
What did we learn?

Insights:

  • SUPPORT -  People are more inclined to buy something knowing their purchase is supporting art and culture in Chicago

  • COOL STUFF - People from all over the world shop at the MCA store to buy unique products, whether they visited the museum or not.

  • NAVIGATION - Online shoppers are going to navigate the online store the same way they navigate other e-commerce sites

OPPORTUNITY & DESIGN PRINCIPLE
Opportunity:  There is an opportunity to redesign the MCA's e-commerce site to improve the usability and also be more attractive to customers.

Design Principle: Solution should  be easy to navigate and support the mission of the MCA by bringing artists and audiences from all over the world together, and feature contemporary products that act as an extension of the museum and are sold to benefit art and culture in Chicago.

Turning Insights into Website Features:

Increasing emotional connection: In order for the users to know that their purchase would be supporting art & culture, I needed to make the notification more noticeable. I started with that, but quickly realized that it was not enough. A stronger emotional connection was needed, a way to connect the customers with the artists.

Added Features: Video, Learning Opportunities, Mission

Catering people all over the world: With 50% of the customers not able to speak English, and a wide variety of customers ranging from art-lovers to visitors of the city to Chicago locals, the site needed to accommodate (and more importantly, welcome) several types of users.

Added Features: Other Language Option, Ship Internationally, Welcome Page (content)

Improving Navigation: Further research was needed to understand what makes a site more usable and easier to navigate. Card sorts, more interviews, and research of other user-favorite sites such as Amazon

Added Features: Simplify Design, Filter Bar, Condensed Categories, Streamline Checkout Process, Overlay Screens

DESIGN & TESTING

User Testing: With a clickable prototype on InVision, I conducted usability testing to validate if the redesign what accomplishing what I set out to accomplish in my design principle.

After testing, it was clear that the new design had a better overall layout and it was a more meaningful experience because of the connection made to artists and learning opportunities. 

The navigation (filter bar) was still confusing for some and there could be more done to attract and create an emotional connection for the non-museum visitor.

After reiterations, a final design mid-fidelity prototype was made. You can check out the clickable prototype here

Validation: Final feedback from my users was that the new design was more aesthetically pleasing (visually less chaotic), easier to navigate, and they felt more likely to buy something because they felt a connection to the artists and wanted to be a part of the MCA community.

The Future: I have gone back and upped the fidelity of the homepage of the prototype, and will eventually up the fidelity of the rest of the pages.  

 

Learnings: It was brought to my attention that pop-up windows or overlays have poor usability. In the future, I will want to do more research and investigate whether or not it is the best opportunity to use an overlay, or if there is another solution that would work even better. 

USER JOURNEY & INFORMATION ARCHITECTURE
SOLUTION 

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