Overview
International Arts & Artists hosts a lot of global events and exhibitions and wants to redesign their current website to be responsive and user friendly to help increase donations and membership sign ups by 40%.
Audience
People who enjoy learning and supporting local artists and culture.
Private and government sectors of various industries that need to focus on secure and reliable workflows to ensure OSHA compliant inspections.
Challenge
International Arts & Artists' current site prioritizes events and showcases. To continue supporting local arts, there was need to improve visibility of the donations component on the site hierarchy.
Solution
To redesign an e-commerce website and include responsiveness to reach more users on both mobile and desktop platforms. This provides an opportunity to encourage donations and increase memberships through the digital channel.
Neospect was developed as a comprehensive cloud-based solution that prioritizes security, reliability, and customization. Real time updates as well as offline capabilities afford a flexible process while ensuring seamless change in ownership and security.
Process
Research
User Interviews
Secondary Research
The goal of the research was to understand what motivates the user to donate to an art gallery and what would create an incentive to increase digital membership sign ups. The first step was to conduct user interviews and send out targeted surveys to understand what the focus of visiting the website is. The assumption was that people wanted to browse collections, plan museum trips or buy tickets for specific exhibitions.
Competitor and market analysis was conducted with the goal to understand what digital compliance means and how it could be applied to different use cases. Stakeholder sessions as well as interviews with target users helped me understand how we could fill the information gap.
Competitor and market analysis was conducted with the goal to understand what digital compliance means and how it could be applied to different use cases. Stakeholder sessions as well as interviews with target users helped me understand how we could fill the information gap.
Synthesis
User Persona
Research confirmed our assumptions and informed us on how we can give the donation functionality higher visibility and increase conversions for membership sign ups. This qualitative data helped me create a user persona, Amanda Brandt, a 28 year old exhibition designer living in Washington DC.
Interviews and research findings informed 3 types of user personas that are the most likely target audiences that would access the website and communicate the value to Neospect to their stakeholders. These personas along with user interviews acted as a great foundation to explore what the journey map of customers using the Neospect tool would look like.
If I’m interested in different cultures and varieties that are available and really curious to get to know the community
Going in for free (talking about the incentives to sign up for a membership) would be something I would like to know if I was thinking of signing up. Supporting the organization and mission - particularly if it supports my personal mission of owning my gallery will motivate me too.
Brainstorming and Setting Up a Structure
Crazy Eights
Empathy Map
Storyboard
User Flows
Site Map
The creation of Amanda, led to empathy maps and a storyboard which helped me understand what motivated her to visit and book events and shows at a gallery.
Visual Concepts
UI Kit
International Arts & Artists caters to a global audience while supporting local artists in Washington, DC. The brand represents diversity, color and clean lines. To emphasize this, the layout consisted of clean lines, and ample white space. The colors were chosen to create a sense of flow and movement , while focussing on visual content to have the users get excited about visiting, being a part of, and donating to the institution.
Bringing It Together
Wireframes
Prototypes
The next step was to wireframe and prototype screens that covered the user flow from landing pages to successful membership signups and donations.
I just use recommendations from goodreads, track them down and add them to my list.
Validate
Usability Testing
Participants that fit the requirements for this project were recruited for this usability test and completed the required tasks on their mobile devices using the invision app prototype.
The participants' responsibilities were to attempt to complete a set of representative task scenarios presented to them in as efficient and timely a manner as possible. The testing process led to a few revisions that informed and validated the design and features implemented on the prototypes.
I like the layout. It is very clear.
The site is very easy to navigate.
More Work
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© Meghana Bowen
© Meghana Bowen
© Meghana Bowen
© Meghana Bowen
