Atlanta History Center
I worked with a team of four on improving ticket sales and information findability.
Another Rainy Atlanta Day?
Come to the Museum
In the list of Atlanta attractions, most people think of the aquarium, college football hall of fame, or the world of coke. They hardly ever think about the museum.
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.
Poor Information Architecture
Information was scattered all over the website and hard to find.
Navigation labels were not intuitive or confusing for new users.
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.
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.
Improved Information Architecture
Users previously could not find the information they wanted. I simplified the grouping of information on the site.
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.
All users were able to complete the task of purchasing tickets online.
Reduction in customer calls requesting help with ticket purchasing.