ArtFund supports museums and galleries throughout the UK.
Via National Art Pass, customers are enable to visit venues, exhibitions for free or with an appropriate discount in an annual membership scheme.
the problem
ArtFund sparkled a down on metrics of their customers in renewing their memberships.
The cause was users not being able to see value in renewing it. As content and information display about venues and exhibitions were broadly distributed to all users, not taking in consideration the types of users and user’s levels of interest in art.
the team and my role
approach
In a nutshell, the process to be approached was based on Lean UX. Thus, idea-learn-make.
The project was extended from Responsive Web to map out all the pages throughout the ArtFund website where it will be found.
The team was composed by a UX Lead (overseeing), a UX Designer (me), a Visual Designer, a Project Manager, an Accountant Manager, stakeholders, development team.
strategical solution
The main effort to solve this problem is to present an enriched interface for logged area, by offering users to interact with the brand, bringing a closer relationship between customers and company.
In this new approach, the users will be presented customized content accordingly to their art taste which will be detected by their engagement with the interface.
in depth…
1- Cluster venues and exhibitions in tags
2 - Link those tags to Art Profiles
3 - Create a Art Profile Quizz
4 - As result of the quizz, each user will be assigned an Art Profile
5 - Each Art Profile will display content accordingly to the tags; e.g. The Scientist (Art Profile) would receive suggestions to visit the Sherlock Holmes Museum, Science Museum, National History Museum, see example below.
6 - Once users start saving it to their wishlist and / or notifying they’ve been to the exhibition or to the museum, other related tags would trigger accordingly.
An example of an Art Profile and its tags
(click to enlarge)
framing Art Profile Quiz
The format of the quiz was 5 questions: 4 single answers + 1 multiple choice.
The quiz result was based on the majority selection of the assigned profile answers. For tied results, we had a wild card: The Adventurer (Art Profile), which was a profile that could fit a wide-range of types of art.
Performing a quiz delivers a fun way to start the experience without a formal commitment towards art.
Art Profiles
In order to demonstrate each profile, a broad description was elaborated to make it easier to picture them.
prototype and testing
Once we have the concept validated internally, I managed to start prepping for a Guerrilla Testing, for the testing we conducted interviews with ArtFund current customers, who have the National Art Pass.
to be tested:
prepping:
user’s perception of the quiz;
understand the questions;
relevant content;
quiz result is reflected on user’s art profile;
concept is aligned to our hypothesis;
script for interview: awareness of the brand, usage of the website, logged area, advantages of National Part pass;
placeholder text and image mocked up on Typeform;
prototype on a mobile to be used by interviewees;
screen recorded;
voice / sound recording;
learnings & insights
Simplifying the concept as an overall aspect, the highlights were for the improvement were:
one image per row: enlarged pictures were eye-catching, despite scrolling.
people wanted to engage after the quiz result: be more clear about the next steps.
last question that is related to Art Goals (multiple answers): too ambitious and needed to be more realistic.
all of the interviewees wish they could learn more about art.
lack of impetus to register on website: majority were not registered on the website.
Art Profile result’s style and tone of copy was not effective in concluding the Art Profile quiz positively.
detailed design
In the detailed design phase, both UX and UI were designed and prototyped Adobe XD.
mobile version of the quiz flow from homepage entry.
you can find the high fidelity wireframes prototype HERE.
a desktop page example of scenarios and states, Visual Design pictured.
a mobile page example of scenarios and states, Visual Design pictured.
documentation for dev team
In order to provide a document to describe all the behaviour, scenario, state change and edge cases to a third party development team, a document compiling them was performed to describe them. Also, a map structuring where the Art Profile Quiz module would be place throughout the ArtFund website - as places of entry points to the quiz.
description of mobile component of a museum or gallery.
description of mobile component of an exhibition and its states.