A NEW HOMEPAGE FOR THE MAM
UX RESEARCH
Title
Title
Title
Perimeter
The Museum of Modern Art gave the in-house Agile Development Team two missions: revisit the Information Architecture (IA) and create a new Homepage. The museum council wants to attract more visitors, anticipating the renovation of the well-known Beaubourg museum who will undergo 5 years of renovation.
Goals
Increase the attraction for the museum’s website to get visitors to book tickets within money and time limits.
My Role
I started as a member of a large in-house Agile Development Team but then stepped up to lead the 2 missions. The scenario here is to consider the Homepage as a stand-alone MVP.
Keywords
Teams
Cross-functional Teams including Design Team, Marketing Team and Developer Team
DESIGN METHODS
Agile, Lean UX and Sprints
In our team, we decided to adopt a hybrid approach, combining elements from different design methodologies to suit the specific needs of a project.
Combining Agile, Lean UX, and Sprints is a popular and effective approach.
=> Agile provides a framework for iterative development and collaboration,
=> Lean UX emphasizes a focus on user feedback and reducing waste,
=> while Sprints, often associated with Scrum, offer a time-boxed and structured way to manage tasks.
DOWN THE ROAD...
The Roadmap
The very first step as being a Product Manager is building the Roadmap.
It will be the North Pole of the teams during the two missions.
It is a short-term roadmap related to the next development sprint. For the Museum of Modern Art, we have 2 sprints: a new Navigation Bar and a redesigned Homepage.
Week 1
The Marketing Team collected and analyzed user navigation data.
Our combined findings enabled us to revamp the Information Architecture that the Developer Team will soon put into motion
We conducted USER RESEARCH
Week 2
While the Developer TEAM
worked on the Feasibility of our two prototypes, we set up usability tests.
Additionally, we have already decided on a compelling Call To Action and crafted two distinct versions of the homepage in the interim.
We collaborated closely with the Marketing Team to validate both the new Call To Action (CTA) and our revamped homepage.
The Developer Team put the final version of the new homepage in place and tested it thoroughly to fix any issues.
We initiated improvements and iterations based on the feedback from the Marketing Team, which included an analysis of the 'new design effect' using Google Analytics.
USER RESEARCH
The Information Architecture (IA)
Information Architecture (IA) is like the blueprint for a house but in the digital world. It's the way we organize and structure information on websites or apps so that users can easily find what they're looking for. Good IA makes it simpler for people to get the information they need, just like a good map helps you find your way around.
Our Starting Point
Card sorting and interviews
Card sorting enables you to discover how people
UNDERSTAND information, how they FEEL about different ideas,
and help designers STRUCTURE THE INFORMATION of a site or product.
Future visitors will have different goals (a wide range of objectives depending on who they are)
We started by prioritizing what we found in the card-sorting sessions:
-
What current exhibitions?
-
What services are available on-site?
-
How do we get to the museum?
Then we add what we should keep in the navigation bar for public image and sponsorship
The new Navigation Bar
Our recommendations, after user interviews, were the following:
-
Important elements to keep: basic elements for faster navigation
-
Re-design the Home page: comply with UI recommendations (delete the hamburger menu for ex.)
-
Create a “Buy Ticket” button on the Homepage and meet with Paris Museum manager to improve the ticket process
Call-to-action and Homepages
Statement of Hypothesis
Ticket sales will improve by 20 % if
we add a clear Call To Action and
make the homepage more VISUALLY appealing on first sight.
Homepages
From Old Design
From Old Design
To Design 1
To Design 1
Benchmark / Inspirations
Final Design
Disruptive Homepage Design
During user interviews, I noticed there was enthusiasm (Modern Art museums are always full of surprise) but something was missing in the user's interest.
Most of all, the activities the Museum were not shown properly on the Homepage. The Musée d'Art Moderne de Paris offers workshops for children and families but also for adults, linked to the on-going exhibitions. Visitors can understand differently the exhibition, maybe dig deeper on the artist life and motivations. Besides, exposing young children to art is one of the most important things a parent can do.
Another important element is the income generated from these workshops. Admission ticket are free but you have to pay a fee for the workshops.
Workshops could even be a double source of income because they would make people want to come back to the Museum (this point should be verified later with the Marketing Team).
This design of the Homepage makes a disruption with the actual Homepage (introduction of colours, Call to Action is very visible with a colour of its own for the button). The rounded pictures attracts the eyes of the visitor.
Based on the feedback of the client, I made modifications to Design 2:
I changed the fonts to a new design set of fonts
I changed the colour and the fonts of the button "Buy Tickets"
The client asked us to introduce visual cues to differentiate events (I chose to introduce different tones of blue for the background)
And more elements to attract like a photo gallery of the museum (an idea to check with the Marketing Team: motivate visitors to take pictures of their visit by publishing them in the Gallery and sharing them on social networks like Instagram)
WANT TO GET IN TOUCH?
Please feel free to contact me.