Project Purpose
"Palette of the Past" aims to reimagine how users interact with museum websites by creating a seamless, user-friendly digital experience.
Simplifying ticket purchasing and visit planning
Enhancing exhibit discovery and exploration
Ensuring accessibility and intuitive navigation
Problem
Many museum websites overwhelm visitors with complex navigation, unclear ticket options, and lengthy checkout processes. Users often struggle to quickly find ticket information, understand pricing and availability, and plan their visit efficiently. These friction points can lead to confusion, abandoned purchases, and a frustrating first impression.
Why It Matters
Museums rely on their websites as the primary point of contact for ticket sales and visitor planning. A confusing or slow booking experience can negatively impact revenue and visitor engagement. Improving clarity, navigation, and checkout flow helps ensure visitors can confidently purchase tickets and prepare for their visit.
Since many people use their phones to view museum websites, the experience must be seamless on smaller screens.
Research & Insights
To better understand common challenges with museum websites, I conducted competitive analysis and informal interviews with museum visitors, along with a heuristic evaluation of existing ticketing flows.
Key Insights
Users want to purchase tickets in as few steps as possible.
Visitors prefer clear ticket categories with simple explanations.
Users want to understand what each ticket includes quickly.
Many users expect easy access to their tickets after purchase.
Key Design Decisions
To address the main user pain points, I focused on making ticket discovery and purchasing as simple and clear as possible.
Made ticket access easy to find from the homepage and main navigation
Simplified ticket categories with clear labels and grouping
Designed a streamlined checkout flow with minimal steps
Used a strong visual hierarchy to highlight primary actions and guide users
Considered responsive behavior to support different screen sizes
Project Timeline & Duration
Project Duration: 6-8 weeks
Role
UX Researcher, UX/UI Designer
Business Needs
Increase Ticket Sales:
Ensure a seamless ticketing experience to attract more visitors, including individuals, families, and educational groups. Provide upselling opportunities for guided tours, maps, events, and audio guides during the booking process.
Boost Visitor Engagement:
Offer an intuitive and visually captivating website/app that keeps visitors informed about upcoming exhibits, special events, and promotions. Utilize personalized notifications to re-engage visitors with exclusive deals or reminders about new collections.
Enhance Brand Identity:
Position "Palette of the Past" as a modern, user-friendly, and innovative museum. Create a strong visual presence through cohesive branding and UI design that resonates with art lovers, students, and tourists.
Improve clarity on pricing and availability
Simplify ticket selection
Sketches
Streamlining checkout with minimal steps
Placing the ticket selection upfront
Wireframes
Color palette
UI Kit
Mockups
Mockups Close up
Reflection & Next Steps
Conduct usability testing on the ticket purchasing flow.
Validate clarity of ticket categories with users.
Explore accessibility improvements (keyboard navigation, color contrast).
Iterate on mobile layouts based on user feedback.