HMAAC

Ecommerce and Art Museum Web Site

  • UX/UI
  • Website
  • Wireframes
  • Flowcharts
  • User Interview
  • User Testing
  • Prototype
  • Content Creation
  • Project Management

Project Overview


I'm thrilled to share a project that brought the vibrant spirit of the Houston Museum of African American Culture (HMAAC) directly to art enthusiasts in the comfort of their homes. Imagine a time when the world paused due to a global pandemic. Physical museum visits became a distant memory. This project takes center stage, delving into how we created a seamless virtual experience for HMAAC attendees during a time when "stay-at-home" orders were prevalent.

My Contribution

  • Data-Driven Decisions: I presented stakeholders with clear KPIs and SMART goals, demonstrating the value proposition of specific virtual experience features within the redesigned website.
  • Crafting the Virtual Journey: Through extensive wireframing and user flow mapping, I played a pivotal role in shaping the navigation of the revamped HMAAC website. This included integrating a seamless virtual experience for tours, allowing users to explore the museum's collection from anywhere.
  • User-Centered Approach: I actively participated in refining the museum's ideal customer profile (ICP) based on user interviews.
  • Content Acquisition & Deployment Roadmap: I coordinated with content creators to capture high-quality visuals and information for the virtual experience. Additionally, I established a clear roadmap for deployment, ensuring a smooth launch of the revamped website with its integrated virtual tours.

The Problem:

Low Engagment Site

• Outdated website

• Absence of Virtual Experience

• Friction in Donations & Sales

• Limited Community Connection

• Data & Feedback Gap

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Previous Site

The UX Factory Floor

Idea

• Capitalizing on the Problem

• Identify Value Added

• Intergrate Innovation

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Investigate

• User Research

• User Interview

• Location Limitation

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Schedule

• Stake Holder Presentation

• Collaborate with Contractors

• Road Map

Artifact

• Capture Museum Content

• New Components  

• Archive and Repurpose

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Delivery

• Hi Fidelity Resources

• Documentatoin

• Deployment

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The Essentials

Focus on Functionality: Conceptual wireframes enabled us to prioritize user needs and information architecture upfront, ensuring features like virtual tours, in-person booking procedures, and easy payment gates for art pieces to be distinctly aligned.

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Rapid Iteration & Testing: After curating the necessary information to drive a framework, I developed some design concepts. These concepts allowed for rapid testing, which helped identify the main elements and their optimal placement on the page. This initial design was intentionally loose, acknowledging that the concept would likely evolve. Fortunately, stakeholders approved the delivered concept, allowing for the creation of a more refined design for development.

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The Persona

Hi, I’m Maya     

Age: 22-28

Occupation: Accountant

Relationship Status: Single

Location: Houston, Tx

Gender: Female, she, her

Archetype: The Adventurer

Introvert
Extrovert
Thinking
Feeling
Sensing
Intuition
Judging
Perceiving

Goals

• Feeing safe and secure

• Experiencing new cultures

• Reading and grasping new information

Frustrations

• Fabricated work that doesn’t live up to expectations

• Lack of customer service

• Missing featured exhibition shows

Bio

• I’m a woman of many hats. A lover of all things art. I’m constantly on the lookout for the next piece to add to my collection.

• I’m one of those people who is always on the go. I’m a single, independent woman who goes to the beat of my own drum.  I devouted to my career but I love to live life to the fullest on my own time.

Motivation

Growth
Fear
Achieverment
Power
Incentive
Social


Brand


Preferred Channels

Traditional Ads
Online & Social Media
Referral
Guerilla Efforts & PR

HMAAC Sitemap

Voice of the people

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Through user interviews, we gained valuable insights into user expectations and frustrations with the existing website.

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Art lovers demanded an experience that seamlessly blended immersive virtual exploration from home with convenient in-person visits, alongside a user-friendly platform for donations, merchandise purchases, and online community engagement.

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Stakeholder Interviews: Aligning Goals

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Stakeholder interviews were instrumental in understanding HMAAC's goals for the revamped website. These included:

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Increased Virtual Attendance: A top priority was to expand the museum's reach beyond physical limitations and attract a wider audience.

Enhanced Revenue Streams: Facilitating online donations and merchandise sales was crucial for sustaining the museum's operations.

Building a Thriving Virtual Community: Fostering online connections among art enthusiasts would strengthen the museum's impact and create a more interactive experience.

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These combined insights from user interviews and stakeholder discussions allowed us to navigate the challenges of the pre-existing website. By understanding user needs and aligning them with HMAAC's goals, we were able to craft new tactics with significant value for the user experience.

The result?  A website that empowered users to take full advantage of what the museum offered, fostering a deeper connection with HMAAC's art collection and mission even amidst a global pandemic.

Adding more value
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Research:

• 360º Platforms

• Existing Museums

• Value Propositions

• Industry Statistics

• Identify Pain Points

• Hypothesis Validation

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User Benefits:

• Faster Booking Process

• No Broken Link

• Event Outings

• Art Enthusiast commerce

• Cultural Celebration

• On Site Safety

• NFT Purchase

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Stakeholder Benefits:

• Improved Efficiency

• Reduce Pandemic Liability

• Increased Visitorship

• Revenu Generation

• Customer Satisfaction

• Building Strong Relationships

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Project take away


The Houston Museum of African American Culture (HMAAC) project was a whirlwind. Juggling a mountain of content, engaging users in the midst of a global pandemic, working within limited space constraints, all while the physical museum itself was undergoing a redesign – it was a lot to navigate.

But instead of letting these challenges hold us back, we saw them as opportunities. We embraced cutting-edge interactive technology, relentlessly tested and refined our ideas, and proactively promoted the project every step of the way.

The result was a resounding success.  We delivered a captivating and immersive digital experience that transcended physical barriers and connected with audiences in a way that truly mattered.  This project wasn't just about a website; it was about harnessing the power of design to bridge the gap between a cherished institution and its community.  The lessons I learned here will be invaluable  moving forward, ensuring I continue to create user-centric and impactful museum experiences that resonate for years to come.
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