The Art Institute of Chicago Museum’s brick and mortar store is a pleasant place to browse and shop, however its website lacks an interactive way to view products and a clean layout.
What I Wanted to Know:
• Do you prefer shopping in store or online?
• How does the shopping experience in store feel?
• How do you usually shop for things?
• Are you an appreciator of art?
My Research Methods Consisted of:
• User Interviews (People who shopped in store and online)
• Competitive Analysis
• The warm atmosphere of the museum shop coupled with its simplistic navigation, allows
customers to browse easily and promotes an enjoyable shopping experience.
• The unorganized website does not provide a great experience for customers, which
results in them coming into the brick-n-mortar stores to purchase.
I began my research exploring the reasons why customers chose to come into the brick-and-mortar store to make a purchase as opposed to going online. With these insights in mind, I was able to develop my challenge statement: To improve the experience of the online store to match the warm, interactive and leisurely browsing feeling that the brick-and-mortar store promotes.
After gathering data, I created personas based on in person interviews.
Organization of the navigation depended largely on having the least amount of categories as possible. Instead of putting items into categories with broad themes, I renamed categories and used card sorting to determine where items belonged to promote a successful search experience.
Although much of the premise behind my design direction has a lot to do with color and look and feel, the low fidelity wire frames show the framework behind those intentions. I’ve also included a mood board to aid in trying to communicate my intent for the gallery pages.
*Click to enlarge