March Corporate Website
March Corporate Website Facilitating users’ sharing and access to information about the activities of a cultural institution.
Juan March Foundation, a cultural institution, wanted to redesign its corporate website to ensure that users could easily navigate, comprehend, and share information about the institution’s diverse activities in a more intuitive and visually appealing way.
The goal was to streamline access to information through a new information architecture, intuitive navigation, and improved aesthetics. Key objectives included enhancing the visibility of event details to facilitate users attending an event in person or online, integrating the website’s extensive archive, and simplifying sharing options.
I initiated the project by collaborating closely with stakeholders to establish a foundation based on transparency and clarity. My approach prioritized clarity, ease of use, and aesthetic appeal, with Design Thinking serving as my guiding framework for problem-solving.
I conducted an in-depth analysis of market trends and benchmarks, including insights from reports such as the Museums Audience Report.
I led the user research process, studying insights coming from the analytics of website visits up to that point. Together with information gathered from email comments, preference surveys, and feedback from physical visitors, I began to determine the needs and pain points of the audience.
Identifying User Needs.
I created user personas to represent typical users of the institution’s events and defined user stories and user journeys for them. I also conducted user testing, card sorting, and interviews with users, stakeholders, and developers to align with business needs and technology constraints.
One of the problems identified was that users found it difficult to share or save for later the information about a particular event they were interested in, as they were organized in series on a single page. There was also the fact that the large archive of the website was not sufficiently displayed and was hidden to many users, who were unaware of its existence.
My proposed solution included creating individual pages for each event, improving shareability and accessibility, and placing links to access pages with general information about the series. I also integrated related content to improve user exploration and engagement.
Wireframing and prototyping
I developed wireframes and a new information architecture schema and conducted guerrilla testing of early prototypes with colleagues and stakeholders to get feedback as quickly as possible.
I then designed intermediate prototypes that I was able to present at a design review meeting with stakeholders such as department heads at the institution, customer service and ticket booking professionals, and developers.
High Fidelity prototypes
After making some adjustments based on their feedback, I worked closely with the Technology department to develop interactive prototypes that closely represented the final product and could be used for user testing.
I came up with a model that prioritized the user by unifying basic information on a single page and encouraged discovery through cross-selling blocks of information. I left out distracting and non-valuable visual elements and excessively long blocks of text, and minimized the number of interactions required.
To improve the user experience both on the web and during the on-site visit, the design gave visibility to the calendar of activities, physical and online visit information, and digital media.
Support for Implementation.
In addition to the redesign process, I played a crucial role in supporting the implementation of the solution. Here’s how:
- Collaborative Engagement: I facilitated regular communication between cross-functional teams, including designers, developers, and stakeholders, to ensure alignment with the project objectives and smooth execution of the design.
- Training and Support: I conducted training sessions to familiarize stakeholders and content managers with the new website interface and functionalities. This helped in ensuring a seamless transition and empowered teams to leverage the platform effectively.
- Quality Assurance: I conducted thorough quality assurance checks to ensure that the implemented design adhered to UX principles and specifications. This involved regular review sessions and feedback loops to address any discrepancies promptly.
- Iterative Refinement: Throughout the implementation phase, I remained actively involved in collecting user feedback and monitoring key performance indicators (KPIs) to identify areas for improvement. This iterative approach allowed me to fine-tune the design based on real-time insights and user needs.
The redesigned website embodied the principles of user-centered design. A responsive solution ready for mobile, tablet, and desktop devices, with simplified navigation and reduced interaction costs. Stakeholders praised the aesthetic and functional improvements, validated by positive user feedback and testing.
Some Key Performance Indicators (KPIs) that highlighted improvement were:
- Event Shareability: A 30% increase in the number of events shared on social media platforms within the first month post-implementation, indicating improved user engagement and content visibility.
- Archive Accessibility: A 36% rise in the number of page views for archived content, demonstrating enhanced discoverability and interest in the institution’s historical materials among users.
- User Interaction Cost: A 25% reduction in the average time spent by users to locate and engage with relevant event information, reflecting improved usability and efficiency in navigating the website.
- User Satisfaction: A 19% increase in positive user feedback and ratings regarding the website’s design and usability, indicating enhanced overall satisfaction and user experience.
The March Corporate Website Redesign project yielded exceptional outcomes, elevating user engagement and content accessibility to new heights. By prioritizing user needs and embracing iterative design methodologies, we delivered a solution that surpassed stakeholder expectations and significantly enhanced user satisfaction and engagement metrics.
Client: Fundación Juan March
Design: Aurelio Medina