Our goal was to identify the disconnect between what users wanted to do on the site, and what they were able to do on the site. We knew we could only accomplish that with research. We designed a plan that would help us uncover these insights so that we could design a solution to meet users needs and drive business objectives.
We embarked in a four-month research phase that involved:
Our research helped us understand what information matters most to museum visitors (both online and offline). We used this data to create a responsive design that has helped users explore compelling science content, connect with scientists and contribute to scientific research happening at The Field. Users can easily filter through exhibitions, programs, and events that interest them. User research uncovered the motivations and frustrations of different target audiences ensuring the redesigned site offers a simple and engaging experience.
We are engaged in an ongoing research project that uses A/B testing, google analytics analysis and user feedback to continue helping visitors discover great content and connect with The Field Museum.