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.

2. LACMA ONLINE STORE
REDESIGN
by Lisandra Maioli
UXDI – SaMo 6 (06/26/2015)

4. PROJECT BRIEF

5. 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

6. ONLINE STORE

7. 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

9. ANALYSIS

10. Museum Store Shopper
LACMA Store vs Online Store
AI (Categories/Menus/Navigation)
Online check out process
ANALYSIS

13. 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

14. 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)

15. ANALYSIS
Museum Store Shopper

16. 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

17. 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”

18. ANALYSIS
Museum Store Shopper
FINDINGS
Why do you buy?
82% Remember the experience
13.5% Continue learning process
4.5% Support the Museum

19. ANALYSIS
Museum Store Shopper
FINDINGS
What expects from the Online Store?
50% The same products
38% at least the same products
2% exclusive products

20. 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

21. ANALYSIS
LACMA Store vs Online Store

22. 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

25. 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

26. ANALYSIS
AI (Categories/Menus/Navigation)

27. 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)

30. Global Navigation
Lacma Store
deYoung Legion of Honor
Guggenheim

31. Global Navigation
The Getty
Museé du Louvre
The Metropolitan Museum of Art

32. Primary Navigation
Lacma Store
deYoung Legion of Honor
Guggenheim

33. Primary Navigation
The Getty
Museé du Louvre
The Metropolitan Museum of Art

34. 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

35. ANALYSIS
Online check out process

36. 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)

39. 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

40. PLAN

41. PERSONA

42. 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

43. 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

44. “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

45. “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

46. SITE MAP

47. SITE MAP

48. NAVIGATION

50. NAVIGATION
Global Navigation

51. NAVIGATION
Primary Navigation

52. NAVIGATION
Footer Navigation

53. Sketch

55. Prototype

56. 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

57. Prototype
http://bit.ly/LACMAStore-LisandraMaioli
http://bit.ly/LACMAStore-Mockup-Lis

68. NEXT STEPS

69. NEXT STEPS
• Improve Search
• Hi-re Prototype
• Tests
• More card sorting
• Re-write emails (Confirming, Shipped etc)
• Re-design the receipts
• New presentation

70. Questions?

71. Contact me
lisandramaioli@gmail.com
linkedin.com/in/lisandramaioli
Lisandra Maioli
@lisandramaioli
Lisandra Maioli