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NASCA. PERU
Searching for Traces in the Desert
NASCA. PERU
Searching for Traces in the Desert
Tiziana Bucher
Let's bring your ideas to life.
With graphic and UX design.
Improving a feature for the E-commerce site of Costco
UX Case Study
NASCA
at Museum Rietberg
NASCA
at Museum Rietberg
NASCA
at Museum Rietberg
TIZIANA BUCHER
Designer
TIZIANA BUCHER
Designer
TIZIANA BUCHER
Designer
TIZIANA BUCHER
Designer
Anker 1
Case Study
UX Case-study
 06.04.2021 - 07.05.2021
OVERVIEW
This was my last group project from the UXDI Bootcamp at General Assembly. During three weeks, I improved together with a small team an existing website for desktop and mobile.
We chose to dive into ROM’s online presence. How are museums and galleries handling the situation with Covid? Reaching out to the VP of marketing Kathryn Brownlie, she gave us the chance to interview and present our project in the end!
Improving
ROM’s existing Website
Problem
Rom lost their physical visitors during the Pandemic. Because of poor labelling and search/filter system and the use of small pictures, users don't feel they experience a museum website.
Solution
The Museum created ROM at Home to stay in people's minds. With improvements like using big images, working on positioning content, and building easy access to their online events. And also, correcting their labelling- and navigation system will give our users an easy and intuitive path through ROM's digital content so that they will stay engaged with the ROM community.
Tools
Trello
Miro
Figma
Google Drive
Google Documents
Photoshop
DISCOVER & RESEARCH
How do we bring people who love the museum to “ROM at Home” for the great content and better showcase the ROM’s online events?
Users are looking...
For Interviews and surveys, I reached out to friends, and my Instagram and Linkedin community. With the collected data from 11 interviews, we created an affinity diagram. It will help define difficulties and make some of the users' pain points more accessible.
...to experience the culture, 
they talked about the physical experience of going to the museum
...to connect with their community, because of a lack of specific events and social interactions, they go on social media to fill those needs.
“Museums make me want to explore and experience emotions.” - Rosy
“I loved the ROM Friday nights where you get to socialize and enjoy special exhibits” - Peter
...to complement their online experience with its theme and content to the actual live experience.
“I use Instagram or Twitter to get more insight on events around the city” - Nivit
“Going to the museum is cathartic 
for me” - Letizia
“I enjoyed finding out insights that I wouldn’t get from the physical museum” - Rosy
“I go on the website to learn more about their featured exhibits” - Letizia
Competitive Analysis
We looked into competitors in the museum space and other physical experience-based businesses. For example, let’s have a look at Ripleys Aquarium and the Met.
-
Ripley’s Aquariums show their social events directly in their navigation.
-
Have Ripley’s Aquariums at home.
-
Offer Cocktail nights and 24h live shark cam.
-
The Met has a lot of online events, which are easily accessible.
-
The content is shown effective, and with the layout, it's easy to follow.
-
Big images remind users more of a museum.
A Big Shift
We got a 30min interview with the Vice President of the ROM's brand and marketing department Kathryn Brownlie. She gave us a lot of insights into the ROM museum and its goal.
“When the pandemic hit, we needed to quickly shift our focus and come up with a plan to engage with the community since they could no longer visit the museum.
We had already been uploading our collection online, but we needed a new program for museum-goers. So we created ROM at HOME to fill this need.”
DESIGN
How can ROM’s Website improve,
using existing design choices/patterns?
Design guide
For the design language, I looked into the design style guide from ROM’s Website. I was curious how are they using colours, buttons, and typography? The insights I will use later for the prototype.
Landingpage
Used colors in website
752A7E
C93234
FFFFFF
000000
F9F9F9
E5E4DF
F5F5F5
DDDDDD
757575
626262
Font: Arial
Use from text combined with colour
Buttons & links
“There are too many buttons. 
I don’t know what to click.”
“I expected to click on the titles because they look like buttons.”
“The labels don't give me enough information where to go”
“The Website feels disorganized.
I feel lost in the pages.”
“There was interesting content, but it looks unappealing.”
“The titles do not give me enough of a description of what it is.”
USABILITY
TESTING
How might we help first-time visitors quickly access and engage with the digital content on ROM?
Website redesign
The Museum created ROM at Home to stay in people's minds. With improvements like using big images, working on positioning content, and building easy access to their online events. And also, correcting their labelling- and navigation system will give our users an easy and intuitive path through ROM's digital content so that they will stay engaged with the ROM community.
Sketches
Grey scale wireframes
First prototype
How do users access online events?
Through surveys, we figured out that many of our users still prefer booking events on their desktops through surveys and interviews. So we focused here on building a prototype for the desktop based on the mobile version.
70%
36%
8.1%
Before / After
Our design has big images and a new labelling & navigation system, making it easier for users to focus on the museum's happenings. If they want more Infos, they can click on the content or button directly.
I will show you here the before and after landing page and exploring event page. We gave each event more space to breathe, add an eye-catching picture, and make the text more readable.
MAIN PAGE
Desktop – 1440px x 1024px
Mobile – 375px x 812px
FINAL PRODUCT
THANKS
FOR
WATCHING!
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