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.
More users were able to complete the task of purchasing tickets online.
Calls to the museum about frequently asked questions dropped.