Redesign of a website and checkout system to increase online sales and membership for the Natural History Museum of Utah.

They didn’t understand their core users. The design and content of the site was governed by many conflicting stakeholders involved in the museum. Many of their own goals, in turn, conflicted with improving sales on the site.

Through interviews we developed the mother and educator personas (their main audience). Usability testing identified that the overcomplicated and poorly designed checkout process created barriers of distrust and frustration.

Created a journey map and business plan to guide the redesign of the website and to help stakeholders buy-in on the redesign.

Date:
2014

Client:
nhmu.utah.edu

Methods:
Heuristic Evaluation, Personas, Interviews, Usability Tests, Scenarios, Journey Maps, Wireframing

Roles:
UX Design lead, UX research Lead