Post on 06-Aug-2015
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
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
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)
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
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
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)
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
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
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
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
NEXT STEPS
• Improve Search • Hi-re Prototype • Tests • More card sorting • Re-write emails (Confirming, Shipped etc) • Re-design the receipts
• New presentation