Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

UX Project for LACMA Online Store

789 views

Published on

For this individual project I really focused in all kid of UX Research methodologies and techniques that I could to be able to have the best Design decisions: from users observation at the LACMA physical museum, task analysis to User testings and Image Carding Sorting.

Published in: Design
  • Be the first to comment

  • Be the first to like this

UX Project for LACMA Online Store

  1. 1. LACMA ONLINE STORE REDESIGN by Lisandra Maioli UXDI – SaMo 6 (06/26/2015)
  2. 2. PROJECT BRIEF
  3. 3. PROJECT BRIEF The museum store has 3 main goals: • Support the Museum with additional revenue • Educate and engage the public • Provide a publishing and distribution platform for contemporary artists and designers
  4. 4. ONLINE STORE
  5. 5. Project Objectives: • Redesign the Online Store based on the Business and User needs • Improve the Online Purchasing/Checkout process experience “The user flows for the checkout process should keep customers focused on finalizing the transaction” ONLINE STORE
  6. 6. ANALYSIS
  7. 7. Museum Store Shopper LACMA Store vs Online Store AI (Categories/Menus/Navigation) Online check out process ANALYSIS
  8. 8. Museum Store Shopper Secondary Research One-to-one Interview Facebook Survey LACMA Store vs Online Store LACMA visit and observation Online questions to the store ANALYSIS
  9. 9. ANALYSIS AI (Categories/Menus/Navigation) Menus Analysis Online, Paper, Image Card sorting Image Survey Competitor Analysis Online check out process Competitor Analysis (process/steps/forms) Task Analysis (LACMA) Mystery Shopper User Testing (checkout process)
  10. 10. ANALYSIS Museum Store Shopper
  11. 11. Questions Why and what people buy at Museum stores? What they expect from the online store? Who are these people (clients/audience)? ANALYSIS Museum Store Shopper Methodologies Secondary Research One-to-one Interview Facebook Survey
  12. 12. FINDINGS Business challenges: constant exhibitions and inventory changing, Tax (products should be tied to the Mission) Public: tourists, enthusiasts, impulsive buyers ANALYSIS Museum Store Shopper “Gift Stores are extensions of the Museum experience”
  13. 13. ANALYSIS Museum Store Shopper FINDINGS Why do you buy? 82% Remember the experience 13.5% Continue learning process 4.5% Support the Museum
  14. 14. ANALYSIS Museum Store Shopper FINDINGS What expects from the Online Store? 50% The same products 38% at least the same products 2% exclusive products
  15. 15. ANALYSIS Museum Store Shopper FINDINGS 15% Products are expensive 15% Buys to give as a gift 3% Impulsive Buyers 3% Exclusive products 24% Buy books
  16. 16. ANALYSIS LACMA Store vs Online Store
  17. 17. ANALYSIS LACMA Store vs Online Store Questions Have both stores the same products? How are the categories organized? Who buy online? Methodologies LACMA visit and observation Online questions to the store
  18. 18. ANALYSIS LACMA Store vs Online Store FINDINGS Less products online, but the same from the physical store Emphasis to the products inspired by the Exhibitions Similar organization on both stores Clients on online: Mostly from US (LA, SF, NYC) International (Australia, Japan, England
  19. 19. ANALYSIS AI (Categories/Menus/Navigation)
  20. 20. Questions What can be improved on the navigation? How to organize the categories? Methodologies Menus Analysis Online Card sorting Paper Card sorting Image Card sorting Image Survey Competitor Analysis ANALYSIS AI (Categories/Menus/Navigation)
  21. 21. Global Navigation Lacma Store deYoung Legion of Honor Guggenheim
  22. 22. Global Navigation The Getty Museé du Louvre The Metropolitan Museum of Art
  23. 23. Primary Navigation Lacma Store deYoung Legion of Honor Guggenheim
  24. 24. Primary Navigation The Getty Museé du Louvre The Metropolitan Museum of Art
  25. 25. ANALYSIS AI (Categories/Menus/Navigation) FINDINGS "Skateboards" causes doubts “Posters & Prints” should be on the Primary Nav “Stationary” is not easily understood by foreign Products images are not clear what they are
  26. 26. ANALYSIS Online check out process
  27. 27. Questions How to improve the experience? ANALYSIS Online check out process Methodologies Competitor Analysis (process/steps/forms) Task Analysis (LACMA) Mystery Shopper User Testing (checkout process)
  28. 28. ANALYSIS Online check out process FINDINGS Search is important for those who knows what to buy LACMA has important navigation elements missing Member/Gift (specially on the Cart page) is confusing No option for “members” or “return clients” login
  29. 29. PLAN
  30. 30. PERSONA
  31. 31. Laura, 40 years old, photographer • From Argentina, living in LA for 3 Years, married to a DJ, 8 y.o. son • Frequently visitant at LACMA Museum • Visits Museums during travels (always buy at the store: gifts and souvenirs) PERSONA
  32. 32. Pain Points: - Can not spend much time at the Museum Gift store - Inconvenient carry gifts and souvenirs during travels Needs: - Buy both (souvenirs and gift) and delivery to different addresses - Be able to pick up at the Museum Store PERSONA
  33. 33. “If I really liked the exhibition, I usually buy the catalogue or posters to portrait at my home.” “Specially when the exhibitions is too big, It is impossible see everything or check all the details, catalogues and books can help me to learn more about the artists and their artwork and see what I haven’t time to see” PERSONA
  34. 34. “I always have so many things to carry on during travels, specially when I plan to visit different places, carry all these gifts can be a pain” “They always have great activities to enjoy with kids, and I think it is important to exposure my kid to Art since early” PERSONA
  35. 35. SITE MAP
  36. 36. SITE MAP
  37. 37. NAVIGATION
  38. 38. NAVIGATION Global Navigation
  39. 39. NAVIGATION Primary Navigation
  40. 40. NAVIGATION Footer Navigation
  41. 41. Sketch
  42. 42. Prototype
  43. 43. Scenario Laura has visited the Exhibition “John Baldessari: Pure Beauty” but didn’t have time to go to the store to buy something related to. She would like to have at least the poster as a memory of the exhibition, but can not stop buy to the Museum this week because will be busy working. So she has decided to buy it online. Scenario
  44. 44. Prototype http://bit.ly/LACMAStore-LisandraMaioli http://bit.ly/LACMAStore-Mockup-Lis
  45. 45. NEXT STEPS
  46. 46. NEXT STEPS • Improve Search • Hi-re Prototype • Tests • More card sorting • Re-write emails (Confirming, Shipped etc) • Re-design the receipts • New presentation
  47. 47. Questions?
  48. 48. Contact me lisandramaioli@gmail.com linkedin.com/in/lisandramaioli Lisandra Maioli @lisandramaioli Lisandra Maioli

×