We conducted a survey to identify museums of interest for visitors residing in the New York Metropolitan Area.
We received 37 responses, from respondents living in the New York City, New Jersey and Connecticut area. When asked how frequently do you visit museums, sixty percent (60%) of respondents reported that they visited a museum more than once a month.
Museum of Modern Art(MoMA) was the most visited museum (100% of the respondents visited it in the last year). MoMA was also the museum most respondents visited more than once in the past year.
Based on the volume of visitors and the frequency of their visits, we identified MoMA as the site of intervention for our project.
UX RESEARCH, UX DESIGN / PROFESSIONAL /
This project aims to centralize scattered content into a single responsive, CTA-led platform for a B2C service, guided by KPI tracking. Post-launch analysis showed increased visits and a reduced bounce rate in the first release cycle.
USER GOALS
To help users quickly understand programs, compare options, and make informed enrollment decisions.
BUSINESS GOALS
To increase site traffic through improved SEO and content clarity, as well as increase bookings and enrollment.
TIMELINE
3 months
ROLE
UX Researcher
UX Designer
UI & Visual Designer
RESEARCH
MARKET RESEARCH
USER INTERVIEWS
INSIGHTS
Too many platforms with disorganized and inaccessible information.
Overload of information causes confusion and uncertainty, leading to higher bounce rates.
DESIGN
DECISION
One single platform for navigation and information.
Collated information and clear CTAs.
KEY CHALLENGE
Consolidating scattered content into a clear IA without sacrificing SEO.
KEY CHALLENGE
Increasing conversions with CTA-led flows without eroding trust or informed choice.
KEY INSIGHT
Extensive duplication across program, pricing, and FAQ content, with related details scattered across multiple pages and entry points.
WIREFRAMES /
Considering the needs of the user base, I started by collecting all the information available on the site and organizing it in a bubble diagram. I then took my insights and translated them into page layouts.
OBJECTIVE
To organize the information architecture into clear pathways and make CTAs unmistakable and consistent across breakpoints for quick validation of conversion flows.
DESIGN SYSTEM /
The existing design language was very disorganized and unreadable. I consolidated it down into primary and secondary brand colors and used those to build a design system that would ensure consistency and legibility.
OBJECTIVE
To build an education-focused, accessible system that is credible for parents and educators, with scalable components, tokens, and usage guidelines.
IMPACT
Within three months, the redesign drove 29% more site visits, lowered bounce rate, and lifted bookings and enrollment by 12%, validated through KPI tracking across 7 metrics.
