UX Project for LACMA Online Store

LACMA ONLINE STORE REDESIGN

by Lisandra Maioli UXDI – SaMo 6 (06/26/2015)

PROJECT BRIEF

PROJECT BRIEF The museum store has 3 main goals:

•  Support the Museum with additional revenue

•  Educate and engage the public

•  Provide a publishing and distribution platform for contemporary artists and designers

ONLINE STORE

Project Objectives: •  Redesign the Online Store based on the Business

and User needs •  Improve the Online Purchasing/Checkout process

experience

“The user flows for the checkout process should keep customers focused on finalizing the transaction”

ONLINE STORE

ANALYSIS

Museum Store Shopper LACMA Store vs Online Store AI (Categories/Menus/Navigation) Online check out process

ANALYSIS

Museum Store Shopper Secondary Research One-to-one Interview Facebook Survey

LACMA Store vs Online Store LACMA visit and observation Online questions to the store

ANALYSIS

ANALYSIS

AI (Categories/Menus/Navigation) Menus Analysis Online, Paper, Image Card sorting Image Survey Competitor Analysis

Online check out process Competitor Analysis (process/steps/forms) Task Analysis (LACMA) Mystery Shopper User Testing (checkout process)

ANALYSIS Museum Store Shopper

Questions

Why and what people buy at Museum stores? What they expect from the online store?

Who are these people (clients/audience)?

ANALYSIS Museum Store Shopper

Methodologies

Secondary Research One-to-one Interview

Facebook Survey

FINDINGS

Business challenges: constant exhibitions and inventory changing, Tax (products should be

tied to the Mission)

Public: tourists, enthusiasts, impulsive buyers

ANALYSIS Museum Store Shopper

“Gift Stores are extensions of the Museum experience”

ANALYSIS Museum Store Shopper

FINDINGS

Why do you buy?

82% Remember the experience 13.5% Continue learning process

4.5% Support the Museum

ANALYSIS Museum Store Shopper

FINDINGS

What expects from the Online Store?

50% The same products 38% at least the same products

2% exclusive products

ANALYSIS Museum Store Shopper

FINDINGS

15% Products are expensive 15% Buys to give as a gift

3% Impulsive Buyers 3% Exclusive products

24% Buy books

ANALYSIS LACMA Store vs Online Store

ANALYSIS LACMA Store vs Online Store

Questions

Have both stores the same products? How are the categories organized?

Who buy online?

Methodologies

LACMA visit and observation Online questions to the store

ANALYSIS LACMA Store vs Online Store

FINDINGS

Less products online, but the same from the physical store

Emphasis to the products inspired by the Exhibitions Similar organization on both stores

Clients on online: Mostly from US (LA, SF, NYC)

International (Australia, Japan, England

ANALYSIS AI (Categories/Menus/Navigation)

Questions

What can be improved on the navigation? How to organize the categories?

Methodologies

Menus Analysis Online Card sorting Paper Card sorting Image Card sorting

Image Survey Competitor Analysis

ANALYSIS AI (Categories/Menus/Navigation)

Global Navigation

Lacma Store

deYoung Legion of Honor

Guggenheim

Global Navigation

The Getty

Museé du Louvre

The Metropolitan Museum of Art

Primary Navigation

Lacma Store

deYoung Legion of Honor

Guggenheim

Primary Navigation

The Getty

Museé du Louvre

The Metropolitan Museum of Art

ANALYSIS AI (Categories/Menus/Navigation)

FINDINGS

"Skateboards" causes doubts “Posters & Prints” should be on the Primary Nav “Stationary” is not easily understood by foreign

Products images are not clear what they are

ANALYSIS Online check out process

Questions

How to improve the experience?

ANALYSIS Online check out process

Methodologies

Competitor Analysis (process/steps/forms) Task Analysis (LACMA)

Mystery Shopper User Testing (checkout process)

ANALYSIS Online check out process

FINDINGS

Search is important for those who knows what to buy LACMA has important navigation elements missing

Member/Gift (specially on the Cart page) is confusing No option for “members” or “return clients” login

PLAN

PERSONA

Laura, 40 years old, photographer •  From Argentina, living in LA for

3 Years, married to a DJ, 8 y.o. son

•  Frequently visitant at LACMA Museum

•  Visits Museums during travels (always buy at the store: gifts and souvenirs)

PERSONA

Pain Points: - Can not spend much time at the Museum Gift store - Inconvenient carry gifts and souvenirs during travels   Needs: -  Buy both (souvenirs and gift)

and delivery to different addresses

-  Be able to pick up at the Museum Store

PERSONA

“If I really liked the exhibition, I usually buy the catalogue or

posters to portrait at my home.”

“Specially when the exhibitions is too big, It is

impossible see everything or check all the details,

catalogues and books can help me to learn more

about the artists and their artwork and see what I

haven’t time to see”

PERSONA

“I always have so many things to carry on during travels, specially

when I plan to visit different places, carry all these gifts can

be a pain”

“They always have great activities to enjoy with kids, and

I think it is important to exposure my kid to Art since

early”

PERSONA

SITE MAP

SITE MAP

NAVIGATION

NAVIGATION

Global Navigation

NAVIGATION

Primary Navigation

NAVIGATION

Footer Navigation

Sketch

Prototype

Scenario   Laura has visited the Exhibition “John Baldessari: Pure Beauty” but didn’t have time to go to the store to buy something related to. She would like to have at least the poster as a memory of the exhibition, but can not stop buy to the Museum this week because will be busy working. So she has decided to buy it online.

PERSONA

Prototype

h"p://bit.ly/LACMAStore-­‐LisandraMaioli  

h"p://bit.ly/LACMAStore-­‐Mockup-­‐Lis  

NEXT STEPS

NEXT STEPS

•  Improve Search •  Hi-re Prototype •  Tests •  More card sorting •  Re-write emails (Confirming, Shipped etc) •  Re-design the receipts

•  New presentation

Questions?

Contact me

[email protected] linkedin.com/in/lisandramaioli Lisandra Maioli @lisandramaioli

Lisandra Maioli