Note: In compliance with a non-disclosure agreement, the information presented in this case study do not reflect the views of the Museum of Pop Culture. Any proposals or actions taken were at my own discretion, and any confidential information has been omitted.

Potential Users

target objective:

Understanding that 53.65% of the audience accessing the site are mobile users, I focused my design decisions on optimization for smaller screens. In efforts to reduce user workflow, the navigation and purchase paths must be made clear, simple, and easy.

challenges:

Upon entering the site, users have the option to visit programs, education, events, and exhibitions; multiple clicks are required to reach the Sound Off! page.

Although a playlist from the previous year was available, the Sound Off! page had limited text or rich media that provided detailed information about the nature of the event.

A number of users clicked on static elements on the page, indicating that they sought more content interaction.

Paths to Destination

I first began by familiarizing myself with the user workflow and website in general.

Simplicity vs. Quick Access

Offering a quick link to current programs is a measure taken by competitors in a similar space. The tradeoff is the sacrifice of simplicity for the sake of quick access.

Although providing updated direct links to current events on the homepage is a popular method used by competitors, users feel a greater sense of control with less clutter of information.

User Engagement

Going deeper into specific pages, I used online data visualization and analytical research tools to find common patterns in user behavior.

Users wanted to know more about Sound Off! whether through text or images. Some data also revealed patterns of seeking interactivity with static content.

Information Hierarchy

Branding and consistency through minimal variation in color should be maintained throughout the site. However users who scan pages might have difficulty sifting through critical information.

Creating color contrast allows information to be structured in a way that allows scanners to grasp critical information

Raising the color value highlights important information. Adding a slight shift in hue creates a stronger effect although it runs the risk of style guide inconsistencies.

Next Steps & Lessons Learned

• Begin wireframing alternatives for integrating rich media content with pricing information on the Sound Off! page

• Work with CMS in discovering ways to allow access to cart information in as few clicks as possible

• Create alternative links through anchor text that directs users to more content on previous Sound Off! events

• Perform A/B testing to capture essential data for wireframe iteration

Alongside a Senior UX Designer, I discovered some of the limitations and advantages of working with a new CMS platform. Handling the grid structure and working around the text-heavy nature of the website, I learned that some solutions did not allow for technical constraints.

The ideal design or marketing measure may not always be feasible and in particular, color choices may run the risk of falling outside of the brand style guide. The optimal steps taken are those backed by data, running in the balance of both user satisfaction and business goals.

I also learned that current trends in web traffic indicate that a mobile-first design approach is necessary. Although designing a separate desktop version is still optional, accommodating the majority of users remains a priority.