Do you know who your users are? The role of research in redesigning SFMOMA.org April 12, 2007 Museums and the Web Dana Mitroff, SFMOMA Katrina Alcorn, Hot Studio Hot Studio Introductions San Francisco Museum of Modern Art (SFMOMA) Dana Mitroff Head of Online Services Hot Studio
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The role of research in redesigning SFMOMA.org
April 12, 2007
Museums and the Web
Dana Mitroff, SFMOMA
Katrina Alcorn, Hot Studio
San Francisco Museum of Modern Art (SFMOMA)
Head of Online Services
Principal, Director of User Experience & Content
SFMOMA home page today -- current site design is almost 10 years old!
We had some big questions to answer
turn it into a great idea
turn it into a great idea
The majority of users:
Our research revealed many detailedfindings.
Some of these findings led toinsightsabout what the target audience really needs.
These insights inspired new and creativedesign ideas.
Finding: Most of our current users don’t differentiate between exhibitions and the permanent collection, and they aren’t even aware that the Museum programs events.
Insight: Users just want to find out “what’s going on”—whether it’s a temporary exhibition, the permanent collection, or a public program—so they can plan a visit to the Museum.
Design Idea: Create a one-stop section called “Exhibitions + Events.” De-emphasize the collection in the main nav, and make it part of the specialized auxiliary navigation.
Finding: Our audiences aren’t aware of all we have to offer, both onsite and online.
Insight: We have an opportunity to showcase our public programs and rich online resources.
Design Idea: New promotional areas and lots of cross-linking.
Finding: Our current users expressed surprisingly little interest in Web 2.0 features.
Insight: Any features we incorporate into the site can’t rely too heavily on user participation. We have to keep in mind that our ultimate goal is to make the artwork more accessible.
Design Idea: Bring in informal, outside voices and perspectives that can succeed with minimal user participation.
Finding: Our audience is incredibly diverse: how can we serve their needs?
Insight: General site visitors are looking for very different information than scholars and academics. We must serve both well.
Design Idea: Add detailed information in tabs and layers.