Booking Experience Redesign
Booking Experience Redesign
Responsibility
Responsibility
UX Designer, UX Researcher
UX Designer, UX Researcher
Duration
Duration
8 Weeks
8 Weeks
Team
Team
3 Designers, 1 Product Owner
3 Designers, 1 Product Owner
Utilizing the ROM’s new branding visual identity, we redesigned the ticket and membership purchase experience for Royal Ontario Museum.
Utilizing the ROM’s new branding visual identity, we redesigned the ticket and membership purchase experience for Royal Ontario Museum.
Overview
Overview
The current experience has a low success rate for user purchase
The current experience has a low success rate for user purchase
Royal Ontario Museum
Royal Ontario Museum
The largest museum in Canada, attracting more than one million visitors each year.
The largest museum in Canada, attracting more than one million visitors each year.
What's Wrong?
What's Wrong?
The search engine optimization (SEO) report suggests a low rate from user's browsing to the start of purchasing experience., leading
The search engine optimization (SEO) report suggests a low rate from user's browsing to the start of purchasing experience., leading
37.58%
37.58%
Success rate for general admission purchase
Success rate for general admission purchase
Let's redesign the general admission ticket purchase experience
Let's redesign the general admission ticket purchase experience.
38.21%
38.21%
Success rate for membership purchase
Success rate for membership purchase
Let's redesign the membership purchase experience
Let's redesign the membership purchase experience.
Business Value Canvas
Business Value Canvas
A solid purchase experiences benefit both the users and the museum.
A solid purchase experiences benefit both the users and the museum.
Value Proposition
Value Proposition
Identifying Issues
Identifying Issues
User have a difficult experience with the current design.
User have a difficult experience with the current design.
Creating Personas
Creating Personas
Two main user archetypes summarized from 8+ user cohorts
Two main user archetypes summarized from 8+ user cohorts
The One-Time Visitor
The One-Time Visitor
The Membership Holder
The Membership Holder
Usability Testing & Follow Up Interviews
Usability Testing & Follow Up Interviews
9 participants total
9 participants total
Main Findings
Main Findings
Full Report
Full Report
1 Catastrophic Issue
1 Catastrophic Issue
Hinged entry: 8/9 users didn't find the entry buttons to buy tickets and membership.
Hinged entry: 8/9 users didn't find the entry buttons to buy tickets and membership.
5 Major Issues
5 Major Issues
No universal sign in/ sign-up option
No universal sign in/ sign-up option
Information overflow causing users to quit
Information overflow causing users to quit
…
…
7 Minor Issues
7 Minor Issues
Missing key exhibition information, creating confusion in the booking experience
Missing key exhibition information, creating confusion in the booking experience
Disorganized information with repetitive text
Disorganized information with repetitive text
…
…
As-is Journey
As-is Journey
Current experience and pain points
Current experience and pain points
Redesigning
Redesigning
Design, test, iterate, deliver.
Design, test, iterate, deliver.
Final Design
Final Design
Redesign Documentation
Redesign Documentation
01
New Global Navigation
New Global Navigation
Redesigned information architecture and categories for easier comprehension
Redesigned information architecture and categories for easier comprehension
02
Redesigned Exhibition Selection
Redesigned Exhibition Selection
Respond to selections
Introduce additional information
Respond to selections
Introduce additional information
02
Redesigned Membership Selections
Redesigned Membership Selections
Leveraging collapsable menu to reduce information overload and excessive scrolling
Leveraging collapsable menu to reduce information overload and excessive scrolling
To-Be Journey
To-Be Journey
Website owned by © Danshi Chen
Website owned by © Danshi Chen
Website design owned by © Danshi Chen
Website design owned by © Danshi Chen