Purchasing Products at MCA Chicago

Redesigning the Museum of Contemporary Art of Chicago website for easier navigation

IF YOU ONLY HAVE 10 SECONDS...
I worked on a conceptual website redesigning for the Museum of Contemporary Art- Chicago gift shop. They wanted an easy to navigate website as well as an easy checkout.I interviewed customers and stakeholders, created a persona, and conducted closed card sorts. 
IF YOU HAVE SOME MORE TIME...

The Museum of Contemporary Art of Chicago Gift Shop wants to redesign their e-commerce website by creating solutions to meet their business goals as well as satisfy their customers' goals.

 

Their goal is to have an easy to navigate website benefiting both parties. They also wanted to add a new feature to sign-up at checkout to allow for an easier buying experience. 

Duration
Methods
Tools
  • Interviewed customers and stakeholders

  • Business Analysis

  • Competitive/ comparative analysis

  • Created a persona 

  • Created a site map

  • Conducted close card sorts

  • Created wireframes

  • Usability testing

2 week concept project​

  • Sketch

  • InVision

Challenge

"Our members are our top priority, we are always trying to change things to benefit them."

The MCA needs an easy to use website that articulates the brand of the museum because their relationships with the members and the museum is what is most important.

Research

Seeing how customers navigate the current website, pushed us in the design direction we believed to be beneficial.

Card Sort

Findings from card sort:

  • Too many headers

  • Repetitions in some categories (i.e Apparel, Kids, Books etc.)

  • Hard to interpret words

User Flow

  • Created 3 user flows

    • 2 for business​

    • 1 for customers

  • Led to easier navigation, more efficient checkout, and aiding customers in expanding their brand.

Minimum Viable Product 

MOSCOW Method:

 

Must Have

  • Easy Navigation

Should Have

  • Sign in at checkout

Could Have

  • Instagram accounts linked to pictures on the website

Won't Have

  • Signing up for special deals

Gray-Scale Wireframes

Usability Testing

Changes made:

  • Pop ups already underlined

  • Boxes not wide enough so more chance of user error

Changes made:

  • The "As seen on instagram" is hard to see

  • Only shows you the instagram name and not a link to their page

Changes made:

  • Continue boxes, "change boxes", not shaded so it blends in with the rest.

  • Missing headers from boxes (i.e Street address) 

Final Prototype

Next Steps

To add, you must test

Add additional features:

  • Newsletter to send to members for updates and upcoming events

  • More social media accounts besides Instagram (i.e. Twitter, Snapchat)

Test my higher fidelity prototypes