Rethink an already well built design &
make it better.

Scroll to discover more






UX Research


Jan/Feb 2017

Project Overview


Design Museum Boston is a nomadic museum focused on educating the world about design. The museum is based in Boston USA, however it does not have its own gallery, relying heavily on displaying artworks in different parts of the city.

The Design Museum is being supported by donations from art lovers and volunteers helping run the museum activities in exchange for the public good.

In order to be self-sustainable, the Design Museum website needed a makeover to increase the number of visitors and raise further fundings.

/Design Challenge

The Design Museum had an already well established brand with thousands of monthly visitors some of them already familiar with the website. The challenge was to take the website into a new visual direction yet match the same brand guidelines.

The second task was to increase conversions by eliminating friction and clutter in the process of site visitors giving donations which are vital for the museum existence.

Establishing the Requirements

/Research Goals

After the brand discovery phase the research has started with a competitor analysis and exploration of the best practices in users conversion. After a throughout analysis, the existing website needed an optimised information architecture and improved input fields design for gathering new user leads.

During the research process some key goals have been highlighted:
Understand who are we designing it for and what are the most
required features.
What is the common user flow and how can the website can be
restructured in an efficient way.
Highlight the pain points in the data collection fields and rethink
the process for a better user experience.

/Question Areas

With a list of set goals in mind, I had to test the assumptions that a better organised website and better input fields will increase leads conversions. After reaching out to my close circle of friends and acquaintances on social media channels decided to expand my survey asking random museum visitors. The questions asked have focused on people's expectations from a museum website and what would make them donate.
What info do you expect to find on a museum website?
How would you plan your visit using the website?
What would make you  donate to a museum?
How would you find events or specific info on a museum website?
How do you like to be updated with future design museum news?
How important is the social accountability in giving a donation?

Unifying the Key Findings

/Common Patterns

The survey has highlighted some reoccurring patterns that have been taken into account in the information architecture strategy.
84% of the respondents stated that the website functionality can play a role in deciding to visit or not the museum.
79% of the respondents agreed that the existing website doesn't provide enough information about future events and exhibits.
65% mentioned that they would be more motivated to donate if they could see testimonials from people donating.
37% of the survey participants found the website navigation non intuitive when asked to perform a specific task.
29% of the participants expected the Design Museum website to be more interactive.  

User Research

/Persona Details


/User Flow

With the business objectives in mind and the user research close to hand I was back at the drawing board. The user flow had to be smoothen so that both: the user experience and the client's needs meet halfway.

High Fidelity Designs

/Website Redesign

Visitors can check the upcoming events by checking the calendar or by searching specifics terms using the drop-down menu.

/A design journey

After quite a few reiterations the final version of the design started to take shape. The early wireframing and user flow has served a good starting point in the design journey.
Jazzberry Jam

/Colour Palette

For this project the colour palette had to remain the same to match the branding language. However, I have decided to give it a touch of modernism: a seamless gradient that will twist the brand to a new yet well known character.

/Don't just tell, show it

A new set of icons has been designed so the users can have a sense of what to expect when choosing an option.

/A compelling story

People are visual beings, they need to see what they "buy". Part of the boosting the donation acquisition was to show how the donations help the museum.
The website visitors can also read comments left by other donors.

/Added social proof

No one loves creating dozens accounts and passwords so the potential donors are encouraged to use their social media credentials.

Donors are also suggested how much to give by selecting a specific amount or by entering their own.

Additionally they can choose how their donation is going to be spent and leave a personal message of support.

/A responsive design

From small to big screen, the Design Museum website is tailored to look impressive on any device.