Poli15 uffizi - 2016-02-03

Yi Cui - Francesco D’Agostino - Ke Mu
UFFIZI GALLERY WEBSITE ANALYSIS

USABILITY FOR ART’S SAKE - Uffizi Gallery Website Analysis
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INDEX
Introduction
Personas
Tasks
Parameters & Analysis
Redesign proposal
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Description of our customer website and competitors
benchmark websites.
Who are the website users?
Description, behavioural data and brief use analysis
What is the website used for?
Brief task description followed by a deeper task analysis
Introduction of parameters & evaluation of the
websites according to them
How to improve the website?
Some advices and sketches for the future website

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Websites
Customer Site
Uffizi Gallery
Benchmark Site
Palazzo Ducale
MoMA
Van Gogh Museum
Denver Art Museum
Uffizi Website Purposes
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INTRODUCTION
Main Index ^

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WEBSITES
We decided to make an analysis on art museum and galleries
website because we think that a better usability can improve
the whole museum experience for millions of visitors.
Customer Site
UFFIZI GALLERY uffizi.firenze.it
The site we want to improve is the official website of Uffizi
Gallery.
Uffizi Gallery is one of the largest and most visited museums
in the world, having 1,8 millions visitors in 2013 (being the
25th in the world).
Located in a 16th century building in Florence, it is famous
for being the home of many masterpieces of the italian
Renaissance.
Benchmark Sites
Palazzo Ducale palazzoducale.visitmuve.it
A museum with temporary exibithions located in a palace
built inVenetian Gothic style. It’s the second most visited art
museum in Italy after Uffizi Gallery.
MoMA moma.org
The Museum of Modern Art in NY is one of the most
influential museum in the world, for his collection and
influence on contemporary art, but also for the way it is
administrated.
Van Gogh Museum vangoghmuseum.nl
Van Gogh Museum is a good example of how you can deal
with classic art in a modern way.
The amount of visitors per year is also similar to the one of
Uffizi Gallery.
Denver Art Museum denverartmuseum.org
The DAM is not as famous as the other three benchmarks
but it shows how you can do a great job without spending
the amount of money of MoMA.

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Gallery Purposes
The gallery main purpose is to provide a connection
between visitors and art pieces, between past and present.
It preserves and, above all, it discusses, interprets and displays
items of artistic and cultural significance.
Its main focus is not the paintings, but the visitors.
The gallery should not be confined in a physical location
but it should aim to reach as many people as possible, and a
website could effectively serve to this purpose.
Website Purposes
-Cultural Role
We stated that the gallery should be a
link between the established past and the
innovative/experimental present, between
works of art and people.
Our website should convey this vision to the
wider audience that can be reached through
the internet. It should give website visitors
keys and tools to interpret the past, not only by
showing art pieces but also by explaining them,
showing the importance of the Renaissance
period and the influence it has in the way we
see the world today.
Goals: Being relevant in the contemporary
cultural world, not only in a “scholar” way, but
by providing information and stimulating the
debate on the actual world and his relationship
with the past.
[I.e: MoMA has an R&D department]
-Informative Role
Our website is the first way a potential
customer approaches the gallery.We must give
him all the information he needs to plan and
enjoy his visit.
Goals: Show what the gallery has to
offer: collections, exhibitions, maps, hours,
educational projects, children and schools
activities, etc.
-Commercial Role
The gallery must be able to maintain itself,
rising founds to invest in the other two
purposes.
Goals: sell tickets, reproductions of paintings,
books, and promote tourism in Florence and
Italy.
Back to Top ^Main Index ^

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PERSONAS
& USE ANALYSIS
Jack Smith Middle-aged tourist
Aaron Davis Young tourist
Caterina Ghezzi Teacher
Diane Joubert Journalist
Helen Jones Art student
Yuki Koizumi Scholar
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Main Index ^

Personal Data
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JACK SMITHTOURIST WITH HIS FAMILY
Jack is a manager of a small company. He lives in Liverpool
with his wife and two sons, one is 7 years old and the other is 5.
Mr. and Mrs. Smith love travelling, because through their travel
they can see different cultures and improve their relationship.
Behavioural Data
Jack is interested in art but he didn’t want
to spend the whole day in the art gallery
because they only have 7 days in Italy and
2 days in Florence. Also it is very tired and
boring for his children to visit the gallery
the whole day. So he wants to spend half a
day visiting the Uffizi and just go to see the
most famous paintings there.
Jack likes to get information of exhibitions
online when he plans the journey at home.
And he would prefer if he can buy tickets
and/or make an appointment on the official
website so that he would save more time
to get into the museum instead of waiting
in the queue for hours and listening to the
complains of his wife and children.
Goals
-Buy Tickets online
-Plan visit
-Use a mobile map inside the gallery
Use Analysis
Jack is trying to buy tickets online.
-He gets to the site through a search engine and
selects the english language.
He’s upset seeing that not all the parts of the
website are translated, some of them are still in
italian!
-He clicks on the “Hours and Tickets” link.
Here he finds some information on the Uffizi
Gallery and on all the other museums, parks and
villas in Florence (information he doesn’t need).
-He clicks on “Online Booking”.
He’s redirected to another site (which language
is italian), he looks for the language button at
the top (where he thinks the button would
normally be) but after he looks down the whole
page he finally finds the “English version”
button.Then he returns to the top and get into
the page.
-He has finally reached the shop page where he
can select the day, the hour and pay.
name Jack Smith
age 40
city Liverpool - UK
employment Manager
MIDDLE-AGED TOURIST

Personal Data
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Aaron has finished high school and wants to take a gap year.
He has never been outside the USA so he decides to go to
Europe to begin his gap year journey. He travels around with
trains and by hitch-hiking to have fun in most of the European
main cities.
Behavioural Data
Aaron is making a raw plan of his journey.
He’s not really interested in art, but he
needs to prove to his parents that he’s not
wasting his time.
He’s good at using technology but he
prefers to go around and talk with people
so he needs basic accessible information like
ticket prices, where to buy them in a ticket
office and how to reach the museum.
Probably he will take apart his purpose of
visiting the museum when he’ll see the
queue at the ticket office.
Goals
-Check ticket prices
-“Get there” information
-Check queues
Use Analysis
Aaron wants to know the location of the ticket
office and how can he get there by bus
-He can find the gallery hours in one click by
going on “Hours and Tickets”
-He can find the “how to get here” info only
after following this path: Uffizi main page (that,
for some odd reasons is the same homepage for
all the museums of Florence, even if the website
is called “Uffizi”) -> Museums -> Uffizi gallery
-> Info, under the curriculum of the museum
director.
There is not a map.
name Aaron Davis
age 19
city Orlando - USA
employment Unemployed
- former Student
YOUNG TOURIST

Personal Data
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Caterina is a high school teacher.
Her class is studying the Renaissance period and she wants to
bring her students to watch the art masterpieces of that time.
Behavioural Data
Caterina is not so familiar with technology
and websites.
She searches the website in order to get
some simple information like group visits
and tour guide prices, opening hours, how
to get to the museum and discounts for
school groups.
Caterina’s not accustomed to online trading,
so she looks for contacts (telephone number
or email) to directly communicate with the
museum staff.
Goals
-Reserve Tickets online
-Get information (group visits, tour guides,
opening hours, public transport, etc)
Use Analysis
-She tries to find some contact information
online, and she spends a long time to find the
“contact” button below. It is too small to be
found especially for a mid-aged women who
needs to use reading glasses.
-Then she clicks the “contact” button on the
right and she realizes that she can write a e-mail
or simply ask something online, but she feels
more comfortable using telephone but she
doesn’t know which department she can make a
call for her information of class activities.
-Then she clicks the “Sezione
Didattica”(Education Service) and she finally
finds three telephone numbers that she can call.
(Caterina is Italian so she use the Italian
version. But there is no English version for
this Education Service webpage, it is very
inconvenient for foreign schools.)
name Caterina Ghezzi
age 51
city Siena - IT
employment Teacher
CATERINA GHEZZI
HIGH SCHOOL TEACHER
TEACHER - OLD TOURIST

Personal Data
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Diane is a 27-year-old journalist who writes for the “Culture
et Ideès” section of the Paris-based well-known newspaper “Le
Monde”.
She studied literature at the “Paris-Sorbonne” university and
she lives in Paris.
Behavioural Data
As her job may suggests, Diane is well
acquainted with technology: she surfs the
internet a lot doing researches and she
always carries her iPad and smartphone
with her to write down her thoughts and
take pictures for her articles.
She expects to find both the generic and
specific exhibition information she needs
on a well-organized and “stylish” website.
She’d like to check the generic one during
her stay in Florence and use them as a
reference for her review when she gets
home.
She’d like to contact the director of the
exhibition through the specific one if she
has any question.
She needs to plan the visit beforehand to fit
her agenda (and maybe when the gallery is
not too crowded) and an APP (or a guide)
to provide her additional information while
she’s visiting the exhibition.
Use Analysis
Diane is looking for exhibition information,
director and curator contacts for interview and
other press stuff.
-A little upset by the absence of the french
language, she goes in the “Exhibions” subsection
of the site.
In which all the exhibitions from all the galleries
and museum in Florence are shown together.
-Once she has selected one exhibition she
notices that there are only few information and
they’re in italian.
-The Press Area is in italian only [with a section
named “test” and a paragraph “test” in it] and
it contains only some word files, pdf or images
with the title of the related exhibition but no
description at all.
name Diane Joubert
age 27
city Paris - FR
employment Journalist
JOURNALIST
Goals
-Access “Press Area” to get detailied information,
contacts and pictures for her article.
-Plan her visit.

Personal Data
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HELEN JONESWANTS TO BECOME AN ARTIST
Helen is Australian and she loves the art atmosphere in Italy
and especially in Florence so she moved to Florence two years
ago and started learning oil painting in an art school.
She loves visiting art galleries since a very young age and this
is another reason why she chose to study art.
Behavioural Data
Helen would love to spend a whole day
in the gallery to watch, learn and copy the
paintings there.
She would like to visit more museums and
more exhibitions as possible.
She always gets information for the
exhibitions and tickets online. She thinks
it is the easiest way. And she would like to
have a very clear map (maybe a PDF or an
APP on the smart phone) to make sure she
can watch the whole exhibition.
Goals
-Buy Tickets online
-Plan visit
-Use a mobile map inside the gallery
-Check paintings and artists info
-Check queues
Use Analysis
-She gets to the site through a search engine and
selects the english language.
She found out that not all the parts of the
website are translated, some of them remains in
italian. Her italian is not very good but she
thinks it is acceptable. However she still thinks
that this is not so convenient.
-She clicks on the “Hours and Tickets” link.
Here she finds some information on the Uffizi
Gallery and all the other museums, parks and
villas in Florence. She really likes it because she
wants to see more exhibitions. But soon she
realizes that the webpage is a mess, she cannot
get more details of all those museums.
-She clicks on “Online Booking” the title but
failed, there is no link.
She tried the picture below then she gets into
that page.
She’s redirected to another site, she finds that
the map of the gallery is not so clear.Then she
search the whole website trying to find a map
inside.Then she finally find a virtual map in
“museums”. So many people wouldn’t even
know it exsists
name Helen Jones
age 21
city Melbourne - AU
employment Art Student
ART STUDENT

Personal Data
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YUKI KOIZUMI NEEDS INFO FOR HER DEGREE THESIS
Yuki’s studying semiotics and art history in the University of
Osaka, in Japan. She likes 15th and 16th century art and she’s
writing a thesis for his course.
Behavioural Data
Yuki needs information for her thesis about
the representation of women during the
Renaissance.
She has been in Italy before, but she cannot
afford another journey.
So she’s searching the Uffizi Gallery
website in order to find detailed and precise
information about paintings and artists.
She also would like to have some
bibliography or reference of books and
critics who have written on the Uffizi
paintings.
Goals
-Check detailed paintings and artists
information
-Consult archives, publications and other
references
-Buy books (use the store)
Use Analysis
Yuki’s looking for detailed information for her
researches.
-Yuki enters the site and clicks on “Digital
Archives”. Unfortunately all the archives and the
search engines to find works are in italian.
She goes on anyway with google translate: there
are many huge archives with a lot of pictures
of paintings, the navigation is difficult and the
descriptions are useless.
-She notices that there’s a link to a Google Art
Project about the Uffizi Gallery but that doesn’t
have the detailed information she needs.
-Yuki gives up and looks for another website
that can provide her the information she needs
name Yuki Koizumi
age 23
city Osaka - JP
employment Student
SCHOLAR

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TASKS
Task descriptions
Scheme of tasks
Buy Tickets
Uffizi Gallery
MoMA
Van Gogh Museum
Palazzo Ducale diVenezia
Check exhibitions info
Uffizi Gallery
MoMA
Van Gogh Museum
Denver Art Museum
Access press area
Uffizi Gallery
MoMA
Van Gogh Museum
Denver Art Museum
Look collection info
Uffizi Gallery
MoMA
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Main Index ^

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Task Descriptions
Commercial Tasks
-Buy tickets: buy tickets online with a credit
card or reserve them to withdraw at the gallery.
-Check tickets price: verify tickets price to
eventually buy them in place.
-Check queues: verify ticket disposability on
a calendar and number of people in queue at
the gallery.
-Shop online: buy books, publications,
painting reproductions and other goods from
the online shop.
-Informative Tasks
-Events and exhibitions info: get
information about a temporary event or
exhibition in or outside the gallery, currently
being held or in program.
-Collection info: information about the
permanent gallery collection.
-Children and school activities:
description of dedicated tours and workshops.
-Guides: info about audio/video or tour
guides. Eventually book them.
-Learn & Explore Tasks
-About and gallery purposes: show
what the gallery does and what it offers
(expecially useful for users who randomly
reach the website).
-Collection researches and archives:
get detailed info about paintings, authors with
bibliography and publications or essays on the
matter.
-Press Area: information and pictures for
newspaper or blog articles.
-Mobile: mapping and information services
for mobile users (especially when they’re
inside the gallery).
TASKS
A gallery website tasks
As explained in the introduction, a gallery is a complex
system that serves many purposes and offers a various
number of services.
To simplify and better describe the tasks, we divided them
into three main categories (that could be also useful to
define the website future structure) following the three main
purposes described in the introduction of this document:
-Commercial Tasks are the tasks by which the customers
approach the website to buy and reserve tickets or to
purchase other goods online.
-Informative Tasks serve to provide the potential customers
with all the information they need to visit the gallery and
enjoy the whole experience it has to offer, before and
during the visit.
-Learn & Explore Tasks are the tasks that refer to the
cultural role of the gallery, teaching and explaining the
importance and relevance of art in our society.

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CommercialTasks
Tasks
Buy
Tickets
Check
ticket prices
Shop online
SingleGroup
OnlineOnlineStoreStore
Personas
Yuki - 23
Student
Helen - 21
Artist
Caterina - 51
Teacher
Diane - 27
Journalist
Aaron - 19
Tourist
Jack - 40
Tourist
He needs to buy
tickets for his fami-
ly and skip queues
He’s visiting the
city so he’ll buy
tickets at the store
MaybeYes No
She wants to
reserve tickets and
withdraw them in
place
She wants to buy a
single ticket
She looks for a
“season ticket”
She’s not going to
visit the gallery
visit the gallery
Maybe, she would
like to buy some
books for her
research
She can buy items
in the gallery store
She can buy items
She can buy items
He can buy items
He can buy items
TASK TABLE

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InformativeTasks
Tasks
Events &
exhibitions info
Collection info
“About” page
Check
queues
Children and
school activities
Guides
Personas
Yuki - 23
Student
Helen - 21
Artist
Caterina - 51
Teacher
Diane - 27
Journalist
Aaron - 19
Tourist
Jack - 40
Tourist
See how many people are waiting
in the queue, without going to the
gallery.
Check if there are any remaining
tickets for the day.
This page is usually used by users
who randomly reach the page
while surfing the web.
MaybeYes No
She would like to
reserve tickets on
a not too crowded
day, but probably
she’s not able to do
it at the current site
state
He would like to
check the queue
because he’s not
planned his visit.
He’s not so inter-
ested in specific
information
He’s not so inter-
ested in specific
information
He has already
reserved tickets for
him and his family.
She wants to go to
the gallery when it
is not too crowded
because she wants
to draw
She wants to go to
the gallery when it
is not too crowded
because she have to
write notes for her
article
visit the gallery
visit the gallery
Maybe for his
children

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“Learn&Explore”Tasks
Tasks
Collection
research and
archives
Resources
(pubblications,
books, essays)
Preservation
Mobile APP
Press Area
Personas
Yuki - 23
Student
Helen - 21
Artist
Caterina - 51
Teacher
Diane - 27
Journalist
Aaron - 19
Tourist
Jack - 40
Tourist
Section in which the gallery shows
itself, displaying how it preserves its
collection.
MaybeYes No
She could gather
some info for her
lessons
She could gather
some info for her
lessons
The App is useful
for visitors. Outside
the gallery they’ll
use the website
She could be in-
terested if she have
chosen to study
“restoration”
For her researches
For her researches

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BUY TICKETSTask: Buy tickets online with a credit card
NotesActionsUffizi Gallery 6-7 clicks
-In the home page, click “Hours and
Tickets”
-Click on “Online booking” or “Buy tickets
online”
-It’s good to have the “Firenze Card” link here.
-There’s no need to have two links to the same
resource in the same page, that will lead the user
to think “are they different or the same thing?”

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-Select “Uffizi Gallery”.
-Change Language to english if you don’t
understand italian.
-Click on “Acquista” or “Buy Tickets”.
-Usual problems: language changing (the button
is a little hidden too) and repetitive museum
selection.
-Obviously the user, at this stage, wants to buy
a ticket, otherwise he would have stopped the
process before.The double buy request should be
put during the payment process and not before.
This can be done a lot faster.
NotesActions

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-Click “Acquista” or “Buy Tickets” again.
-Choose the date, check availability and buy.
-There’s no need to ask confirmation to buy
three times.
NotesActions

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-Click “Buy your ticket online”.
-Fill the form.
-Immediately visible.
The form will guide the customer step by step
to the ticket purchase.
It is well studied (with good error handling) and
provides all the information needed.
NotesActionsMoMA 2 clicks

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-Click on “Book tickets”.
-Choose the type of visit.
-TheVan Gogh Museum website has only three
clearly visible options.
-This website is the only one that shows school
tickets aside single and families ones.
NotesActionsVan Gogh Museum 3 clicks

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First option: single and family tickets:
-Choose your tickets and buy.
Second option: group visit.
NotesActions

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Third option: school visit.
-You need to follow and compile a guided
form.
NotesActions

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-Click “Buy your ticket online”.
-Choose the type of ticket and buy.
-Immediately visible.
NotesActionsPalazzo Ducale 2 clicks

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NotesActionsUffizi Gallery 6 clicks
-Click “Museums”
-Select Uffizi Gallery -You have to do these two passages everytime
for every task.
Probably it is more user-friendly to make one
website for each museum, giving the option to
choose more than one museum in the ticket
store.
Task: Check exhibitions and events information
EXHIBITIONS

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NotesActions
-Click on the first exhibition.
or
-Scroll down to get the full event list.
-There’s no quick description and titles are
written in Italian
-The part on the right is always in Italian
-Events titles are in Italian. Some of them are
actually not events (“Disponibili anche in Inglese
le nuove mappe della Galleria degli Uffizi” is
completely useless written in Italian...)
-As far as we can see, exhibitions and events
have no intelligible order. Events located outside
the museum are mixed with the ones inside the
museum and with various other announcements.

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NotesActions
-Change language to English
-Click to visit the website of the exhibition.
-After you change language, description
disappears
-So, if you’re not Italian, you don’t know that
this exhibition is located in Oxford, and will be
moved in Florence only on February 2016.
-Description disappears.

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NotesActions
-You’re redirected to a website that
apparently has nothing to do with the Uffizi
Gallery.
(It is actually the website of the partner the
exhibition has been held with)
You find out that the exhibition is made
in collaboration with the Uffizi but it takes
place in Oxford.
-Click on the exhibtion you’re interested in
from the slideshow.
-Current Exhbitions are all displayed in the
home page.
MoMA 1 click

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NotesActions
-Read a long and detailed description.
-If you’re interested there’s a link to buy
tickets,
Click “See What’s On”.
Van Gogh Museum 2 clicks

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NotesActions
-Choose the exhibition or event from the
list.
-Read the description and plan your visit.
-The classification is simple and clear and dates
are shown effectively.

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NotesActionsDenver Art Museum 1-2 clicks
-Click on the exhibition you’re interested
in or on the “Current Exhibitions” link to
have the full list.
-You will be redirected to a subsite with all
the informations about the exhibition.
The exhibitions are very clear and people can
understand them easily.
With Different type of homepage each
exhibition has a picture and when the mouse
passes by the picture would turn and show the
detail on the back.
The homepage is colourful.
Had very clear “coming soon” advance notice.
-Every exhibition subsite has its own graphic
style.

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NotesActionsPalazzo Ducale 2 clicks
-Click on “Exhibitions”.
-Click on the exhibition title you’re
interested in.
-The drop-down list saves you one click and
some task time.
-The list is clear and easy to read.

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NotesActions
-Read the description -Every exhibition-related activity has a link on
the left of this page.

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NotesActionsUffizi Gallery
Task: Reach the pages with press info and utilities, get basic
information for an exhibition
4 clicks, 1 form, 1-3 downloads
PRESS AREA
-In the home page, click “Press Area”
-Fill up the form
-Click “Accedi”
- The Press Area is only in Italian
-You can fill up the form with random letters
and, if the random-letters email is formatted
correctly, you can access the area.

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-Click on the file you need (if you’re able
to find it)
-Download information from the repository
-There’s an amazing “Test” subsection, really
useful.
-The press area consists in a list of .doc, .png,
.jpg and .pdf files with no description (except
for the title) and no preview.
-The information are for all the three museums
of the “Polo Museale Fiorentino” in one place.
-There are no categories by which you can sort
the information or refine your research.
-There is no search engine so you have to use
the browser one.
NotesActions
MoMA
-Scroll down
-Click “Press”
-The button is a bit hidden
3 clicks

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-Search the new you’re looking for
or
-Click the new you’re looking for if it’s in
the featured or recent news
-You can get all the information you need.
The registration is required only if you
need to download HD images.
-There’s a good integrated search engine.
-The information are well divided and organized
NotesActions

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NotesActionsVan Gogh Museum 5 clicks
-In the home page, click “Menu”
-Click “Discover More”
-Click on “News”,“Press releases” or “Press
Photos”
-Not intuitive
- No need to login to get information or photos.
-All the press utilities (including press visit) are
in one place.

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NotesActions
-Click on the new you want to read
-Get the information you need - There are both general and additional
information, and a link to the tickets page.

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NotesActionsDenver Art Museum 2 clicks
-Scroll down
-Click “Press Room”
-Search the new you’re looking for using
the search button
or
-Click the new you’re looking for if it’s in
the featured or recent news
-The information are well divided and
organized.
-Registration required for HD images download.

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NotesActions
-Get the information you need -There are a lot of information with links to
external resources and insights.
-There’s a button (at the bottom of the page) to
download the whole page as pdf.
Palazzo Ducale
-Scroll down
-Click “Press Room”
-Unfortunately, to access the press room a
registration is required.
To apply and get credentials you need to send a
request to a mail address.
x clicks

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COLLECTIONSTask: Get information about a specific author or painting
NotesActionsUffizi Gallery 5 clicks, 1 form
-In the home page, click “Digital Archives”
-Choose an archive - in our case
“Catalogue”.
- There are many archives, maybe they could be
better organized.

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NotesActions
-Click on “Ricerca opere d’arte” (if you can
understand italian, otherwise you have to
stop here).
-The button is small and hidden.
-There’s no possibility of using these pages in
english.
-Fill the form.
In this case we first wrote “Venere” as name
and “Botticelli” as author, and the website
displayed nothing.
Writing “Botticelli” and manually searching
for the “Nascita diVenere” painting got the
job done.
The form is complicated, seeming to be
designed for Uffizi Staff or people used to
museum cataloging.
There are also some functions that can be done
directly by the server instead of being done by
the user (i.e. you have to select if you’re writing
a single word or a phrase).

44
NotesActions
-Click on the painting. -There is no visible hierarchy: the title size is the
same of other texts.
-Specific note: one of the most famous paintings
of the entire gallery is in the last page of all the
Botticelli paintings.
-Look at the paintings -The only description is the general type of the
arctifact (“painting” in this case).They could
have written at least “oil on canvas.
-The picture’s quality is not acceptable.

45
NotesActionsMoMA 3 clicks
-Hover “explore” and then go on “all
works”.
-There’s an entire section dedicated to the
museum collection
-Type some keywords.
-The research can also be refined with
additional parameters.
-Click on the painting you’re looking for.
-The information are well divided and
organized.
-The displayed images are updated while the
research is refined.

46
NotesActions
-Check the information and find what you
need scrolling down.
-The graphic is simple and effective.
-You have all the information you need so
you don’t have to use another website or
encyclopedia.

47
ANALYSIS
Quantity
Languages
Information availability
Loading speed
Booking and buying tickets
Quality
Mobile friendly
Graphic coherence
Emotion
Uffizi Gallery
MoMA
Van Gogh Museum
Denver Art Museum
Palazzo Ducale
Comparison
Parameters
Analysis
48
49
50
51
52
53
54
55
Main Index ^

48
More than 5 languages
2 languages and
basic
information in others languages
Local language + english
Local language (if not english)
64
X
seconds
Faster website score
Y seconds
Slower website score
10
10
10
10
1
1
All the information you need,
frequently updated
Basic info: tickets,
how
to get there,
current exhibitions
6
6
Easy payment and
booking.
You can check queues and
buy
pass and
bus tickets
Buy tickets in a
few
clicks
Number of languages the webiste is translated in
Loading speed of pages, with particular attention on the
maps and image galleries
Amount of information presented in the website

49
The whole website is self consistent?
Has it the same structure (graphically and functionally)?
Is it the common (boring) museum website? Is it fun to use?
Can you recognize the art period it is about by simply watching it?
Are the gallery “brand” values efficiently delivered?
106
Mobile APP or information
optimised
for mobile users
Mobile version of the website
Quality of the mobile version of the website. Is it optimized
for mobile users? (i.e. they don’t need a huge “archive” sec-
tions, but quick informations and maps to orientate oneself
inside the gallery)

50
UFFIZI GALLERY
The website has its major problems in displaying the
information and in translating it.
The categorization of items and services on the website is
unclear when not absent.The mountain of category and
sub-category generates confusion.
The fact that the webpages of the gallery are located in a
huge website - which include all of the Florence museums -
generate disorder and misunderstandings.
For this same reason the website has almost no graphic
coherence and it results old and humble.
The mobile version of the website and the mobile APP are
currently being developed (the project,“Le vie degli Uffizi”
started in 2012).
Languages
Loading speed
Mobile friendly
Graphic coherence
Emotion
10
9
8
7
6
5
4
3
2
1
Languages
Loading SpeedMobile
Information
availability
Graphic
coherence
TicketsEmotion
4
5
7
4
6
5
3

51
MoMA
10
9
8
7
6
5
4
3
2
1
Languages
Loading SpeedMobile
Information
availability
Graphic
coherence
TicketsEmotion
MoMA is the best museum websites we have analysed.
Its organization is simple enough to be easily understood
but not so simple it becomes vague (as it happens onVan
Gogh website)
The design fits the contemporary art the museum exhibits.
Languages
Loading speed
Mobile friendly
Graphic coherence
Emotion
7
8
4
9
9
9
8

52
VAN GOGH
MUSEUM
10
9
8
7
6
5
4
3
2
1
Languages
Loading SpeedMobile
Information
availability
Graphic
coherence
TicketsEmotion
Another good website based on simplicity.
It transfers the tipicalVan Gogh painting style on another
medium.
Languages
Loading speed
Mobile friendly
Graphic coherence
Emotion
6
8
5
9
9
7
9

53
DENVER ART
MUSEUM
10
9
8
7
6
5
4
3
2
1
Languages
Loading SpeedMobile
Information
availability
Graphic
coherence
TicketsEmotion
The structure of this website is very similar to the MoMA
one, based on a different and more dynamic layout.
Languages
Loading speed
Mobile friendly
Graphic coherence
Emotion
4
8
6
9
6
9
8

54
PALAZZO DUCALE
10
9
8
7
6
5
4
3
2
1
Languages
Loading SpeedMobile
Information
availability
Graphic
coherence
TicketsEmotion
The other Italian website that we have analysed is based on
a solid and clever structure that displays and catalogues the
information in a simple and efficient way, making it easier to
reach the webpage you want.
Languages
Loading speed
Mobile friendly
Graphic coherence
Emotion
4
9
6
6
4
9
8

55
COMPARISON
10
9
8
7
6
5
4
3
2
1
Languages
Loading SpeedMobile
Information
availability
Graphic
coherence
TicketsEmotion
Uffizi Gallery
Van Gogh Museum
MoMA
Denver Art Museum
Palazzo Ducale

56
REDESIGN
Analysis results
Uffizi Gallery
MoMA
Suggested improvements
Website Structure
Redesign sample n°1
Redesign sample n°2
57
58
60
62
63
64
70
Main Index ^

57
Website Structure
-Complex structure The website structure is
too chaotic and hard to understand.
Users have to read a huge menù which
contains a lot of mixed elements without a
comprehensible order.
Sometimes it’s really hard to find what is being
looked for.
-Task Clicks To perform a task the users need
to do an excessive number of actions, sometimes
repeating the same twice or three times.
-Excess of information As a consequence
of the chaotic website structure, a user trying
to perform a task will come up with a lot of
information he doesn’t need at all or at the
moment.
-Shop The ecommerce catalogue should be
rethought accordingly to personas notes [i.e.
users don’t need to buy souvenirs online, but
books, paintings reproductions and maybe design
items (see MoMA store)].
Information display and
graphic
-Translations Not all the website is translated
when you change language. Some parts of the
website are fully usable only in Italian.
-Non-uniform graphic The website graphic
change continuously through the different pages
disorienting the user.
-Useless boxes There are a lot of boxes, links
and other disturbing elements in the pages.
They do not provide any additional useful
information, but distracting the user from what
he needs.
In the following pages there’s a graphic
analysis and confrontation between the
Uffizi and the MoMA websites.
ANALYSIS
The following lines rapidly recaps the main problems the
website analysis outlined.
Website management
-Similar websites Typing “Uffizi Gallery” on a search
engine will result in a number of websites.
Many of these other website are administrated by travel
agencies that sell tickets at an higher cost.
But, most of all, these unofficial websites prevent the Gallery
from directly control and uniform its public image and
awareness.
-SEO Excluding the wikipedia page (which present the
Uffizi Gallery with the logo of an unofficial website), the
official website is the third result on Google and the second
on Bing [if we count the sponsored links, the gallery is
respectively sixth and fifth]
-Mobile-friendly version The website has no mobile
version. [it is a disadvantage on google indexing]
-Domain name As currently structured the Uffizi website
is on a second-level domain of the firenze.it one, making the
name harder to remember and recognize.
RESULTS

58
Uffizi Gallery
-Too many links/lists/menù
Having more than 20 links to other
resources is confusing. Some of them
can be put together.
The website structure must be
changed with a more hierarchic one.
-Quick access panel The idea of
a panel with the basic informations is
good and will be keep for the website
redesign.
-Translation Most of the users and
visitors of the museum are not Italian.
A good translation for the website is a
must.
-Domain name Why not simply
“uffizi.it”?

59
Uffizi Gallery
-Mobile APP This app doesn’t
actually exist.
-Exhibitions The information box
for the exhibition should be on the
upper part of the webpage (near the
“quick access panel” described before)
-Events calendar The calendar
could have a page for itself.

60
MoMA
-Quick info Easily accessible
and viewable. Buy Tickets is in a
prominent position.
-Exhibitions The central part of the
website is reserved to the display of
the exhibition programs.
-Menù/Task bar There are a few
easy-to-understand items.

61
MoMA
-Quick info Easily accessible and
viewable.
-External links Other, less important.
information are showed only if you
scroll down.

62
IMPROVEMENTS
Simplicity of access
- Add more languages
- Remove unnecessary and complex passages for tasks
Website management
- Change domain name from uffizi.firenze.it to uffizi.it
- Part Uffizi Website from Polo Museale Fiorentino
- Update the news, exhibitions and press info more frequently
Simplify and uniform graphic
elements
Redesign website structure
- Information hierarchy and priority
- Design a mobile-friendly version

63
WEBSITE
STRUCTURE
buy tickets
uffizi.it
exhibitions
plan your visit
news & about
learn & explore
shop
contacts
press
-Groups
-Schools
-Single
-Current
-Past
-In program
-Buy Tickets
-Hours & admission
-Getting here
-Accessibility
-Tour Guides
-Children & school
activities
-Group activities
-Collection (cata-
logue of works and
artists)
-Preservation
-Publications
-Media
-Gallery History
-Guides
-Pass
-5 main categories
-Buy Tickets Link to a page with a form to buy tickets.
-Exhibitions Slideshow in the homepage, with links for
detailed information.
-Plan your visit Quick info in homepage, link for more.
-News & about Very important news can be put in the
slideshow, others have a list on the bottom and links.
-Learn & explore Resouces for students, teachers, scholars,
etc.Accessible with a link
main sub

64
REDESIGN EXAMPLE 1

65
HOME PAGE

66
HOME PAGE - slideshow

67
HOME PAGE - quick menù

68
BUY TICKETS

69
MOBILE VERSION

70
REDESIGN EXAMPLE 2

71

72
HOME PAGE

73
HOME PAGE - menù

Poli15 uffizi - 2016-02-03

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