Atlanta History Center

I worked with a team of four on improving ticket sales and making information easier to find.

Themes: Information Architecture, User Interface Design, Mobile Responsive Design

Tools: Google Docs, Figma

Timeline: 2 Weeks

How Might We Improve Attendence?

One of the main issues the history center faces is that many Atlantians don’t know about it. While marketing can do a lot, having a solid online presence is crucial. My team focused on making the most important information available for users, and made purchasing tickets much easier. 

What's The Problem?

Research informed me that users were looking for Events, Exhibits, and ticket information. They had trouble finding this information. 

Original team sketches
Proposed Site Map
Survey data on mobile vs desktop use
Customer journey map

Research Findings

Poor Information Architecture

Information was scattered all over the website and hard to find. 

Poor Navigation

Navigation labels were not intuitive or confusing for new users. 

Inappropriate Nesting

The ticket purchasing interface was hidden by default on the ticketing page. 

Unnecessary User Work Arounds

Users could not purchase same-day tickets and were forced to call the museum for help.

After the project I completed an additional course in User Interface (UI) Design and Visual Design. I decided to redesign the entire project and focus on solving the problem a bit differently. 

How I Solved The Problem

I added a buy tickets button to the top of each important page.

I also made Events and Exhibits the primary focus of the homepage.

Results

Improved Information Architecture

Users could more easily find important information such as what events and exhibits the museum was hosting. 

Clear Labeling

Users previously were confused by navigation labels such as explore, and programs. These labels were simplified to exhibits and events. 

Prominent Tickets Buttons

Originally, users would have to click on a chevron icon on the tickets page to display ticket information and prices. This was adjusted to display that information up front. 

Reduction in "Customer Service Calls"

Previously customers could not buy same-day tickets and would call the museum for help. Now customers can buy tickets more easily.

With prototype usability tests, 7/7 users were able to complete the task of purchasing tickets online. 

↓ 10%

There was a 10% reduction in customer calls to the museum requesting help with ticket purchasing. 

Have questions about this project? Feel free to connect with me on LinkedIn, or lets get a tea or coffee and discuss!