eedna - Portfolio

Background

About

Museums Victoria is a prominent organization that manages several state-owned museums in Melbourne, Victoria, Australia. As the largest museum organization in Australasia, its mission is to inspire visitors to explore the past, present, and future.

Main Problem

The main problem we aimed to solve was the underwhelming online presence of Museums Victoria. The existing website lacked explicit information about all the museums and their diverse exhibits, which led to missed opportunities for engagement and exploration. This resulted in a lack of awareness and understanding among potential visitors.

Target Users

Our primary focus was on tourists visiting Melbourne, both internationally and from interstate. We recognized that these users heavily rely on online resources and word-of-mouth recommendations to plan their visits, making the website's role crucial in driving their interest and decision-making process.

Necessity of Solving the Problem

It was essential to address this problem for tourists as they often lacked advice from family or friends like local visitors. Without access to comprehensive information about the museums and their unique offerings, tourists missed out on exploring these cultural gems before arriving in Melbourne, limiting their experience and appreciation of the city's cultural heritage.

Improving User Lives

The new solution sought to enhance the lives of users by providing them with an immersive and informative online platform. By revamping the website, we aimed to inspire curiosity, ignite wanderlust, and empower visitors to plan meaningful and memorable museum experiences.

net result
deficit income

The organisation net result was -$23 million, despite taking in 92 million in revenue from transactions.

website
attendance

The website saw a significantly higher number of visits, reaching over 7.6 million.

ticketed
attendance

The museums offered unique and exceptional experiences that attracted over 1.2 million in-person visitors.

tourism expenditure
in Victoria

$35.0 billion in the year ending March 2023, an increase of 113% compared to the year ending March 2022.

This disparity between in-person and website attendance raises the question of why there is such a drastic difference. There are a couple of possible explanations for the disparity in attendance between in-person and website visits. One explanation could be the impact of the COVID-19 pandemic, which may have dissuaded some visitors from attending in-person. However, another potential explanation is that visitors may have had difficulty finding the information they needed on the website. Despite high website traffic, lower in-person attendance could be due to a lack of clarity or accessibility of information on the website.

Evaluating for Usability

access report

Objectives

Improve user experience

The website should be designed with a focus on user experience, making it easy for visitors to find the information they need, navigate the site, and interact with the museum.

Increase visitor engagement

The website should be designed to engage visitors and encourage them to explore the museum's offerings.

Enhance brand awareness

The website should be designed to showcase the museum's brand and promote its mission, vision, and values.

Increase revenue

The website should be designed to generate revenue. (online ticket sales, memberships, and merchandise sales as well as soliciting donations through the website)

UX Strategy

User research

Conduct user research to identify the needs, preferences, and pain points of the museums’ target audience.

User-centric design

Develop a user-centric design that is intuitive, user-friendly, and accessible on multiple devices.

Usability testing

Conduct usability testing to gather feedback and identify areas for improvement in the website's design and functionality.

Empathize

Competitor Analysis

View Analysis

Individual Interviews

“While the information was there, it wasn't easily accessible. It wasn't easy to read.”

“It's really cluttered and overwhelming.
I would not use this website.”

“I don't really know where the booking is. Usually by this time I'll leave the website.”

“I start to dislike it when I’m scrolling
down to see all these articles.”

“The website is all over the place. It's too messy and I don't even wanna look at it.”

Affinity Mapping

explore insights

Define

Spotting the patterns

“ I think it's really cluttered. I think it's overwhelming.
I think I just don't wanna look at it. ”

“ My first impression is that I'll probably leave the website because the website isn't really telling me what I'm supposed to be doing. ”

“ I think all this information is
really great and
at the same time,
it is confusing. “

“ It's not aesthetically pleasing. Make it look appealing, make it
look creative. “

“ I know you're gonna bring me information. Yet, I don't know the subject. It seems like the museum is all over the place. “

“ I’m getting lost
because there was
too much information. ”

Website failing to convey clear direction and aesthetically pleasing design

International visitors need to be effectively guided to comprehend the specific purposes offered by this website while being engaged and attracted by its content.

How Might We improve the website's ability to effectively communicate its purpose, provide clear direction, and enhance aesthetics for a more engaging user experience?

Provide compelling messaging

Streamlining the homepage layout

Use clear calls-to-action (CTAs)

Enhance visual aesthetics

Optimize for responsiveness

Simplifying navigation

Categorizing & prioritizing content

Using visual hierarchy

Use multimedia elements

Iterate & gather user feedback

“ I thought all these things that we saw online was referring to
one museum. “

“ How many museum did you think it was?
- Just one.“

“ I will probably assume that there are other museums by the name of the website but when you look into it further,
it's only about one. “

“ As you click on this one, you're gonna be redirected to Melbourne Museum and you're not gonna see that you have a science museum,
and so on.. “

“ What can I say?
Nothing was interesting because I didn't know there was many
different museum. "

“ When you say exhibitions how many did you see? - One actually only one. ”

Website failing to showcase multiple museums and their respective offerings

International travelers need a website that effectively showcases all the museums and their diverse offerings, providing a comprehensive and engaging platform to explore and learn about the various museum experiences.

How Might We design a website that successfully showcases multiple museums and their diverse offerings, creating an immersive and informative experience for users to explore and learn about various museum experiences?

Creating an additional menu

Interactive maps

Curate engaging content

Storytelling & narratives

“ I wish I would have something more simple to use in terms of getting information. “

“ Sometimes it's just difficult to get the answer you want. I find I have to click on different links to get the answer. “

“ While the information was there, it wasn't
easily accessible. It wasn't easy to read. ”

“ If I go to the bottom of the website, there's no map, there's no address. If you weren't from Melbourne how do you get here? ”

“ I guess number one would be price. There was no pricewhen I look for the tickets. ”

“ I don't really see
where the tickets or event information is. ”

Website failing to provide easy access
to essential information

International visitors need to have clear access to general information because they can't understand the specific purposes offered by the website.

How Might We provide users with seamless access to comprehensive general information while effectively guiding them towards understanding the specific purposes offered by this website?

Highlight key features

Clear & prominent CTAs

FAQ or Help Center

Personas

discover

Ideate

Cardsort Testing

see results

User Flow & Taskflows

view flows

Prototype

UI Creation

High-Fidelity Wireframes

Test

Usability Testing

Usability testing interviews are a method of evaluating the usability of a product by gathering feedback and insights from users through one-on-one interviews.

view Interviews

Interview Debrief

see affinity map

Results

5 out of 5 participants

Intuitive design interface

Participants praised the website's intuitive and user-friendly design interface. They found the layout, colors, and overall design to be clear, simple, and easy to navigate.

5 out of 5 participants

Relevant & accessible information

Clear and concise presentation of essential details, such as dates, locations, admission fees, and age suitability, was highly appreciated.

4 out of 5 participants

Visually pleasing / Engaging

Engaging visual elements, such as videos, high-quality images, and appealing colors, played a significant role in capturing participants' attention and sparking their interest to explore further.

5 out of 5 participants

Streamlined booking process

Participants highly valued a streamlined and efficient ticket booking process. They appreciated clear instructions, minimal steps, and the ability to easily select desired options.

5 out of 5 participants

Friction overcome regarding add-ons

Participants expressed no interest in additional extras during the booking process. They found it slightly time-consuming and frustrating to decline unnecessary options.

2 out of 5 participants

Additional Insight & Recommendations

Parking to assist visitors in planning their visit.
Including average time for exhibition
Family price ticket options
Incorporate PayPal
Including a form for credit card names

	UX Research / UI Design
	Independant
	Mobile-First Design
	8 weeks
	Figma

The Design Project : Museums Victoria Revamp

Unveiling the Path to an Immersive Digital Museum Experience

Project Details

Background

About

Main Problem

Target Users

Necessity of Solving the Problem

Improving User Lives

net result deficit income

website attendance

ticketed attendance

tourism expenditure in Victoria

Evaluating for Usability

Objectives

Improve user experience

Increase visitor engagement

Enhance brand awareness

Increase revenue

UX Strategy

User research

Website's navigation system

User-centric design

Usability testing

Empathize

Competitor Analysis

Individual Interviews

Affinity Mapping

Define

Spotting the patterns

Personas

Ideate

Cardsort Testing

User Flow & Taskflows

Prototype

UI Creation

High-Fidelity Wireframes

Test

Usability Testing

Interview Debrief

Results

Iteration

The Design Project :
Museums Victoria Revamp

Unveiling the Path
to an Immersive
Digital Museum Experience

net result
deficit income

website
attendance

ticketed
attendance

tourism expenditure
in Victoria