Role
As the lead UX designer I was in charge of creating the new architecture for the online experience, proposing content for the MVP and making improvements to the journey to increase conversion from the museum experience into the digital account.
Among my tasks were stakeholder interviews, competitor analysis, user research, journeys, flows and testing, hi-fidelity wireframes, and software QA.
A note on development
At that point, visitors would use the online platform to access their Spy Profile result and manage their account.
To carry out the design changes, we worked in an agile environment with weekly sprints.
The biggest challenge was that, being based in London, it wasn't easy to access customers in the museum to carry out interviews. To compensate, I went through customer service emails, online reviews and account analytics, and worked closely with museum staff to understand visitor behaviour. This allowed me to quickly identify the main pain points in the customer journey.
These changes had an immediate effect, increasing conversion rates by 6% within the first week.
Final Designs
Collaborators
Alice Yeo / Visual Designer
William Hook / Full stack Engineer
Dan Hart / Software Engineer
Lee-John Ball / CTO
