Team Member(s): Mark Pragides, Kaila Quesada, Jordan Moravi
Project Goal: Redesign an e-commerce website.
Duration: Two weeks
Role: UX Designer (all roles)
Tools: Adobe Illustrator, Marvel
The Museum of Contemporary Art is a contemporary art museum in downtown, Chicago. Its mission is to promote the works of up and coming young artists, and provide a space to contemplate modern art and culture. Their e-commerce website has the following interface:
I went to the museum store and interviewed customers on their in-store experience, and their experience with the online store.
I wouldn’t use the website, just interested in browsing the store. – Customer
We’re an international and localized voice. – Employee
I never shop for myself, usually for other people. – Customer
I organized the information I got into an affinity map to determine trends and brainstorm possible solutions.
- Emphasis on the “unique”
- People are drawn to the unfamiliar aesthetic
- The confusing website design turns people off
- The store’s merchandise doesn’t always reflect the desires of the shopper
- The store itself is the experience
- People don’t want to invest too much in the unfamiliar
I determined the following design principles:
- emulate the in-person experience of shopping at the Museum of Contemporary Art.
- replicate the curiosity and wonder found in the actual store.
- retain the MAC’s business goal of supporting young, diverse, and emerging artists.
I also determined that the design solution should:
I sketched some basic interface designs that included:
- An immersive introduction page
- Art gallery-style layout
- Static menus with a kinetic center
- Pop-up screens to invoke depth
BUILDING THE SITEMAP
Products on the current site were user-tested via card sorting into the following categories:
- Art objects
THE USER JOURNEY
A user journey flow was made to envision how a user would navigate the website.
I designed my screens in Adobe Illustrator and built them into a prototype with the Marvel app. I then user-tested the prototype and got the following results:
- Navigation went exceeding well
- Intro page was well received
- High learnability
- Confirmation issues during the shopping process
- Users felt distrustful due to a lack of presence from other users
- Restrictive user flow
After making adjustments through the user-testing, I developed high-fidelity mockups, which I incorporated into my final prototype.