New museum Information Architecture and Interaction Design Strategy: Student Project, 2008

IA/ID Strategy for: The New Museum
Table of Contents
1.0 Executive Summary
2.0 Strategy Statement
3.0 Site Management Strategy
4.0 Architectural Strategy
4.1 Site Map
4.2 Wireframes
0.0 Homepage
1.0 Exhibitions Landing Page
1.1.0 Current Exhibition Page
1.1.1.0 Exhibition Pop-up template
1.4.0 Online Exhibition Page
2.0 Events Landing Page
2.1.1.0 Events Pop-up template
3.0 Visit Landing Page
3.1.0 Schedule a tour Page
4.0 Membership Landing Page
5.0 About Us Landing Page
7.0 Resources Landing Page
4.2.9 Basic Search
Advanced Search
6.0 Contact Us
My New Museum Dashboard
Call-outs
4.3 Design Presentation: Page Layouts
Homepage
1.0 Exhibitions
1.1.1.0 Exhibition Page
1.4.0 Online Exhibitions
2.0 Events
2.1.1.0 Event Page
5.0 Appendix
5.1 Personas and Scenarios
5.1.1 Summary
5.1.2 Two-by-Two Summary
5.1.3 The Hipster
5.1.4 The Tourist
5.1.5 The Artist
5.1.6 The Art Teacher
5.1.7 The Donors
5.2 Content Inventory
5.2.1 Scope
© Spring 2008
Hunky Dory Design

5.2.2 Definition of Terms
5.2.3 Data
Table of Contents, cont.
5.3 Competitve Analysis
5.3.1 Purpose Statement
5.3.2 Data
5.3.3 Summary Statement
5.4 Card Sort Study
5.4.1 Cards
5.4.2 Results
5.4.3 Summary
5.5 Features
5.5.1 List
5.5.2 Interactions Concept Drawings
5.6 Site Map
5.6.1 Summary
5.6.2 Drafts and Decisions
5.7 Paper Prototyping
5.7.1 Tasks
5.7.2 Paper Protoypes
5.7.3 Results and Summary
© Spring 2008
Hunky Dory Design

1.0 Executive Summary
The New Museum (http://www.newmuseum.org) is a vibrant and
modern contemporary art museum located in New York City. Its
mission is to share “new art [and] new ideas” with the general public
through exhibitions, events, and special programs. Our concept for the
museum’s website marries user-centered design and improved
navigation with a cutting-edge, graphically modern look.
Approach
Hunky Dory Design understands that the most successful websites
strike a balance between organizational needs and user needs.
Currently, the New Museum’s site meets the needs of no one. It is
confusing and difficult to use. Its homepage is non-descript, cold and
unwelcoming. Glocal navigation is misleading and frustrating. Once a
user manages to drill down and navigate to secondary pages within
the site, vital information appears below the fold and an overwhelming
amount of redundant information appears in the sidebar. All of these
problems mean that stakeholders cannot complete even the simplest
of tasks, and as a result, the organization's goals of increasing
attendance, awareness, and support for the museum are not being
met. Our strategy simplifies navigation based on research and user
studies, making it easier for patrons to complete tasks and access the
information they need in order to truly feel a part of the New
Museum's community.
Research
In order to create this IA/ID strategy redesign, Hunky Dory Design
conducted research into the site, its competitors, and its users to
determine the best way to move forward. This research included:
 A content inventory of all of the components of the current site
in order to determine what content already existed and what
new features would need to be created
 A competitive analysis of the strengths, weaknesses,
opportunities and threats presented by other contemporary art
museum sites which revealed much about what the New
Museum could be doing differently
 A personas and scenarios brainstorming session that studied
the motivations, needs, and experience of five major user groups
 A card sort study with stakeholders from a variety of user
groups which led to the development of a more intuitive labeling
system and site architecture
 A series of paper prototyping sessions which helped discover
strengths and weaknesses in early versions of the site
© Spring 2008
Hunky Dory Design

© Spring 2008
Hunky Dory Design
The data and results of this research are presented in an appendix to
this document. Hunky Dory Design's user-centered research studies
ultimately drove the decision-making behind this IA/ID strategy.
Design Strategy
Based on feedback from the user-centered studies and cutting-edge
research into human information seeking behavior, we recommend a
redesign of the New Museum's site to create a user-friendly, simplified,
interactive, and highly personalized user experience. Some highlights
of our design include:
 Improve ease and flow of navigation by simplifying the menu
choices to create an intuitive experience.
 Provide an interactive calendar of all events and and an
interactive image collage of exhibitions to replace the static
list currently in use.
 Encourage a welcoming atmosphere for all patrons of the
museum as well as for participating artists.
 Ensure that any and all information about the museum is easily
accessible with a minimal number of clicks.
 Allow for a personalized online experience through the use of
a "My New Museum" login system that serves each user
individually.
Conclusions
Overall, implementation of Hunky Dory Design's strategy will result in
a better experience for all of the museum’s stakeholders. Simple
processes such as purchasing tickets to events, scheduling group
visits, or renewing a membership will be easier to complete, improving
sales and raising attendance. Important information about the New
Museum including hours, location, mission, educational resources and
press releases will no longer be buried within the site's architecture or
difficult to find, raising awareness about all the great things being
offered and improving public opinion. Most importantly, the redesigned
New Museum website will be a welcoming space for all stakeholders to
communicate with each other and with the museum, leading to a
sense of ownership for users who might otherwise have felt alienated
by the cold and impersonal approach of the current site. If the New
Museum wants to make its art and artists more accessible to the
general public, it must make changes to its IA/ID strategy.
Contemporary art is confusing enough -- there's no reason why a
contemporary art museum’s website should be confusing as well.

2.0 Strategy Statement
Audience
The New Museum website is aimed at a wide audience. Many different
user groups access the site for a variety of reasons. These user groups
include but are not strictly limited to:
 New York City residents
 Members and Donors
 Tourists
 Contemporary artists
 Educators and their students
Hunky Dory Design created a series of personas and scenarios to
determine the site features that would best address the disparate
needs of the above stakeholders. We also conducted a series of
usability tests throughout the design process, including card sort
summaries and paper prototyping studies.
Mission
The mission of the redesigned New Museum site is to maintain a clean,
modern design while validating the experiences and contributions of all
stakeholders.
Goals
Hunky Dory Design's redesign of the website seeks to:
1) Improve ease and flow of navigation for the entire site
This was accomplished by:
 simplifying the labeling system and reducing the number of
menu choices
 reducing the depth of categories
 using a global and left-side local navigational system as opposed
to a malfunctioning and confusing glocal navigational system
 utilizing new technologies to make navigation flow experience
more intuitive including pop-outs and animations
2) Provide an interactive and eye-catching way to learn more
about events and exhibitions
 creating an interactive calendar of events and an interactive collage
of images from exhibitions which allow users to browse and learn
without clicking
© Spring 2008
Hunky Dory Design

© Spring 2008
Hunky Dory Design
 creating an interactive floor plan which highlights exhibitions by
their location in the museum and calls attention to the building’s
unique architecture
3) Encourage a welcoming atmosphere for all patrons of the
museum as well as for participating artists.
 conducting user studies with actual stakeholders to determine
what people want from a contemporary arts website
 increasing the number of images of actual patrons using and
interacting with the museum
 simplifying and clarifying navigation
 making the museum’s mission more prominent on all pages
 choosing welcoming and respectful language for all labels
 providing more opportunities to give feedback to the museum
 making options aimed at specific user groups more prominent
in the local navigation
 make common processes like purchasing tickets or scheduling
a group tour easier to complete online
4) Ensure that any and all information about the museum is
easily accessible with a minimal number of clicks
 reorganizing information in a new site map based on the results
of a user card sort study
 utilizing more interactive and intuitive browsing systems as
opposed to more local navigation
 incorporating a header and footer on each page with more
frequently used options
 adding a global search feature on each page
5) Allow for a personalized online experience
 creating a new “My New Museum” login system that serves each
user individually
 allowing users to comment on and provide feedback to the
museum’s events and exhibitions
 empowering users to create a list of “favorite” events,
exhibitions, products and programs to come back to again and
again
 encouraging members to subscribe to rss feeds and email alerts
through the prominent display of links to such services.

3.0 Site Management Strategy
The New Museum should immediately begin a job search for a qualified
individual to take over the administrative duties that will come with
the new site. This individual, hereafter referred to as the Webmaster,
will be responsible for the following tasks, possibly with the help of a
small staff of interns:
 Keeping the interactive calendar updated and free of typos or
other errors
 Making sure the text based informative sections of the website
such as the artist lists stay current
 Correcting errors in the website's code should they occur.
 Repairing broken links should they occur.
 Answering emails directed at the New Museum that concern web
site functions.
 Training interns to assist with the above tasks should their
presence be required.
The Webmaster will answer to the director of the Museum, but
otherwise operate independently. The Webmaster will have full access
to all information about upcoming and current New Museum events
and exhibitions so that the information can be made available on the
website. Should there be any problems with the website, the
Webmaster bears sole responsibility for solving them. Ideally the
Webmaster will be a person with a strong command of HTML, Java,
and other emerging programming tools. The Webmaster will
ideally have prior experience in a position of similar responsibility.
The Webmaster will have a great deal of responsibility and thus will
require a salary that reflects this. This will be costly, but necessary.
The new website will not be able to function without the Webmaster to
maintain it, as the task of keeping all the information across all the
sections of the site current and updated will be too much for an IT
department to handle in addition to their other work. However, it is
anticipated that the redesigned website will increase revenue to the
museum and thus decrease the financial burden of paying the
Webmaster.
© Spring 2008
Hunky Dory Design

4.2 Wireframes
0.0 Homepage
1.0 Exhibitions Landing Page
1.1.0 Current Exhibition Page
1.1.1.0 Exhibition Pop-up template
1.4.0 Online Exhibition Page
2.0 Events Landing Page
2.1.1.0 Events Pop-up template
3.0 Visit Landing Page
3.1.0 Schedule a tour Page
4.0 Membership Landing Page
5.0 About Us Landing Page
7.0 Resources Landing Page
4.2.9 Search and Search Engine Results page
My New Museum Dashboard
Call-outs
© Spring 2008
Hunky Dory Design

New Museum: Wireframe
Advanced Search Page
Logo
Sign Up
About us | Contact us | Resources | Jobs | Partners | RSS Feeds | Press E-News Signup | FAQs
© 2008 New Museum
Exhibitions Events Visit Membership
235 Bowery, New York, NY 10002
212.219.1222
Our Mission
Our Calendar
Online Store Username:
Password: Log In
BASIC SEARCH
ADVANCED SEARCH
Search History
Back to Results
New Museum
235 Bowery
New York, NY 10002
(212) 219-1222
ADVANCED SEARCH
Exhibtions
Events
OPTIONS
1) Pages
Visit
Membership
ENTIRE SITE
2) Additional Terms
and or
and or

Basic Search Page
Logo
Sign Up
© 2008 New Museum
212.219.1222
Our Mission
Our Calendar
Online Store Username:
Password: Log In
BASIC SEARCH
ADVANCED SEARCH
Search History
Back to Results
New Museum
235 Bowery
New York, NY 10002
(212) 219-1222
BASIC SEARCH

Contact Us Page
Logo
Search: go
Sign Up
© 2008 New Museum
212.219.1222
Our Mission
Our Calendar
Online Store
Username:
Password: Log In
About Us
Resources
Jobs
Partners
RSS Feeds
Press E-News Signup
FAQs
General:
info@newmuseum.org
Membership:
membership@newmuseum.org
Corporate Membership
corporatemembership@newmuseum.org
Internships:
internships@newmuseum.org
Volunteer Docent Program
volunteer@newmuseum.org
Press Office:
press@newmuseum.org
Space Rental:
events@newmuseum.org
Tours:
tours@newmuseum.org
New Museum
235 Bowery
New York, NY 10002
(212) 219-1222
CONTACT US EMAIL INQUIRIES
MAP

My New Museum Page
Logo
Search:
USER | Log Out
go
© 2008 New Museum
MY NEW MUSEUM
My Account
My Membership
My Exhibits
My Calendar
My Comments
212.219.1222
WELCOME, USER !
Personal Information
Username: USER
Password: *********
Name: Sam Smith
Address:
123 Grand Ave.
New York , NY 10014
Phone: 212-555-3355
Email: s.smith@gmail.com
CHANGE INFORMATION
SETTINGS
Payment Method
Membership Details
Saved Exhibits
Saved Events
Comments (save/edit/remove)
Our Mission
Calendar

© Spring 2008
Hunky Dory Design
4.3 Design Presentation: Page Layouts
Homepage
1.0 Exhibitions
1.1.1.0 Exhibition Page
1.4.0 Online Exhibitions
2.0 Events
2.1.1.0 Event Page

5.1 Personas and Scenarios
5.1.1 Summary
5.1.2 Two-by-Two Summary
5.1.3 The Hipster
5.1.4 The Tourist
5.1.5 The Artist
5.1.6 The Teacher
5.1.7 The Donors
© Spring 2008
Hunky Dory Design

MAX ROBERTS-
SPRINGER
The Hipster
MR. & MRS. BENJAMIN
The Donor
SAMUEL TRESCH
The Tourist
AMY LEE
The Artist
MARISOL MCLUHAN
The Art Teacher
Most concerned with
cost in comparison to
value.
Initial visit to the site is
to determine whether
the museum is worth
visiting
Will leave site quickly
if not drawn in
immediately.
Has low tolerance for
hard to find information
as that makes it harder
to plan the vacation
Focused on finding
information about
cultural events.
Repeated visits to the
site to check what’s
happening.
Wants easy access to
background information
on the exhibitions,
artists, and musicians
related to the event.
May be interested in
membership or other
program for discounted
admission to the
museum and its events.
Need to feel they are
giving something back to
society
Interested in learning
about how the museum’s
mission fits with their
philanthropic beliefs
Will visit the site
frequently to learn about
membership events and
opportunities to support
Looking for social
gratification and to
feel their gifts are
appreciated
Focused on finding out
how to exhibit at the
museum
Initial visit to site is to
determine if museum’s
mission fits with artistic
vision.
Does not check back
often, will communicate
with museum via email.
Expects support
from museum staff
throughout application
and exhibition process
Most concerned with
educational resources
and opportunities
Initial visit to the site is
to determine if exhibits
and events align with
curriculum
Wants easy access
to lesson plans and
teaching materials
Expects to be welcomed
and supported by
museum

Max is a single male graduate
student. He moved to NYC for
school several years ago and has a moder-
ate amount of free time because he does
not have a full-time job. Therefore, he at-
tends many cultural events, either alone or
with a date or friends. The New Museum
is an ideal scene for him, as he enjoys
contemporary art and considers himself a
“culture vulture”. Because there are other
events competing for Max’s attention and
limited spending money, he wants to know
as much about a potential event as pos-
sible before committing, including some
background information on the artists, ex-
hibits, or musicians involved – he needs to
feel well-informed.
Needs
• Basic Event Information
• Background information on the event
• Direction on where to find more detailed information
• Access to possible discounts or membership information
MAX ROBERTS-SPRINGER
“When I get tickets to a cultural event, I want some background info in addition to the
standard date, time, and price information, so I can learn about the related exhibits, art-
ists, or musicians in advance. That way I can explain the event to my friends or partner.”
The Hipster
Demographic
Age group: 25-40
Years Online: 10+
Income: $25-50K
Tech Comfort
PC: Medium
Web: High
Motivations
Discover information on the
exhibitions, artists, and/or
musicians involved with a
given event.
Buy event tickets and attend,
either alone or with a date or
friends.
Scenarios
Seeking basic event
information (date, time,
price).
Learning enough about
an event to answer basic
questions about it.
Looking to do more
in-depth research on
connection artists, exhibits,
or musicians.
Buying event tickets.
Wondering how he can
get discounted or free
admission.
Features
Interactive calendar of events
Hyperlinks for the names
of artists, exhibits, and
musicians for instant access
to further information about
the parties and objects
involved in the event
Thorough event descriptions
Ability to purchase event
tickets from event page
without navigating away
Links to membership page
(to earn discounts) and
external websites (to allow
for in-depth research.
Behaviors
Max clicks a link that takes
him to the page for the
exhibition related to the event.
On the events page, Max
clicks a linked message
about members attending
events for free.
Max sees a “For More
Information” menu with
links to the websites of the
parties/individuals involved
with the event.
From the event page, Max can
select the number of tickets he
wants to purchase and begin
the purchasing process.
On the events page, Max can
select a specific event and/
or choose a date from an
interactive calendar to see
what’s happening that day.

Mr. and Mrs. Benjamin live on the
Upper East Side of New York City.
They love the arts, particularly modern and
contemporary painting and photography.
They are well-connected, urbane,
sophisticated, and enjoy socializing. They
are seeking prestige and social approval
and have decided that supporting the New
Museum is a step in that direction.
Needs
• Plan their social calendar based on upcoming events
• Emotional and social gratification. The Benjamins need to feel they are giving soming
back to society.
• Ability to securely donate large sums of money.
MR. & MRS. BENJAMIN
“We are proud patrons of contemporary art and want to feel like we are getting both
social and intellectual benefits from our philanthropic efforts.”
The Donor
Demographic
Age group: 50-65
Online: 5-10
Income: $75+
Tech Comfort
PC: Low
Web: Low
Motivations
To be seen attending events.
Wants their names attached
to their donations.
Demonstrate to their
social network that they
are well-informed about
contemporary art.
Considering starting a
personal collection of
contemporary art.
Scenarios
Choosing a lecture or event
to which they can bring out
of town guests.
Joining the New Museum
at a high giving level.
Learning more about
featured artists and how to
begin a collection.
Features
Calendar
Events notification to Email
or blackberry
Printable forms for donation
and phone number
Behaviors
Go to the website and
click on “Calendar” to see
the updated events and
exhibitions.
Go to “Events” page to
check out the current events.
On the “Events” page, click
a RSS to subscribe a regular
events update.

Samuel has just recently graduated
from business school and is look-
ing to make a grand tour of all the major
cities of the country before he settles down.
He is planning to do as much as he can on
this one vacation, so each individual web-
site he investigates needs to grab his at-
tention for that museum to be considered
amongst his already busy itinerary.
Needs
• Quick and easy information about what can be found at the New Museum
• Easily accessible cost information
• Directions to the Museum are obvious and easy to find on the site
SAMUEL TRESCH
“I don’t want to have to spend a long time on a website in order to decide
whether I want to visit it on my upcoming vacation.”
The Tourist
Demographic
Age group: 25-40
Years Online: 5-10
Income: $50K+
Tech Comfort
PC: Medium
Web: High
Motivations
Wants to see as much of
interest as possible before
moving on to the next city.
Wants to judge which places
are best to visit on his
vacation, which may be his
last in a long time.
Does not want to spend
more money than he has to,
but is willing to spend what it
takes to have a fulfilling trip.
Scenarios
Comparing different
museum websites to see
which is most worthwhile
to visit.
Accessing directions
and figuring out how to
navigate the city to find the
address.
Features
Comparison of the cost of
admission on the visitor info
pages.
Comparison of the different
exhibits on the exhibit pages.
Interactive map or directions.
Behaviors
Samuel will not stay on a
museum’s website if it does
not interest him immediately.
Should the site not almost
immediately display exhibit
information and/or a mission
statement that Samuel can
peruse, he will grow frustrated
and not consider the site
worth further investigation.
Samuel does not like to have
to look too hard to find out
basic visitor information
such as directions or hours
of operation. He wants to
have an easy time planning
his vacation and views every
obstacle to an easy plan to
be something best avoided.
A museum site that does not
allow for easy planning for a
visit will be such a site that
he will avoid.

Amy has been creating and showing
her original art since college. She
paints with acrylic paints and mixes different
mediums to craft innovative pieces. She
wants to find new and exciting places to
visit for inspiration and to display her best
work so far.
Needs
• Information on hours, fees and location
• Special events and appropriate details
• Application process for exhibitions and membership
AMY LEE
“I want to find new museums and galleries where I can show my work. I would like
the right people to see my new projects and ideas.”
The Artist
Demographic
Age group: 25-40
Years Online: 5-10
Income: $25-50K
Tech Comfort
PC: Medium
Web: High
Motivations
Learn if the museum fits
her personal needs and
preferences.
Research museum’s
guidelines on artists’ shows
and exhibitions.
Finding out who to contact
about becoming a featured
artist
Scenarios
Comparing different
museums and galleries in
advantageous locations .
Determining if the New
Museum will fit with the
philosophy and quality of
her personal artwork.
Learning about the
application process for
artists
Features
Information page that
highlights all details concisely
and accurately.
“About” page shows up-to-
date collection statements
and policies.
“Artists” section that displays
summaries of past and
current artists’ exhibitions.
“Applications” section with
information about portfolio
submission, requirements
and contact info
Behaviors
Amy clicks on a link that
will display basic visitors’
information including cost,
directions, and hours.
displays the New Museum’s
mission statement.
shows a peer’s success at
last month’s show.
Amy explores the
“Applications” section
and sends an email to a
coordinator

Marisolisayoungandinexperienced
NYC teacher. She has been
teaching art at a Brooklyn high school for
two years, and feels like she’s starting
to make some real headway with her
students. She thinks its time to reward her
best kids with a visit to a local art museum.
Because her class has shown an interest in
contemporary art, she decides to learn more
about The New Museum and the programs
they offer to class groups. Because there
are a number of contemporary art galleries
and institutions in the city competing for
Marisol’s class’s time and attention, she
needs to known what makes the New
Museum unique and why it would be the
best place to bring her class before deciding
to make the trip.
Needs
• Basic Information about group tours including costs, availability and how to book
• Information about the current exhibits and how they connect to her curriculum
• Curriculum resources to use before, during, and after her visit
MARISOL MCLUHAN
“I don’t want to waste my time taking my class on a trip to a cultural institution
where we won’t be welcomed or supported. Before I book a visit, I want to know that the
museum’s education program will provide a valuable and challenging experience that
reflects my students and my curriculum.”
The Art Teacher
Demographic
Age group: 25-40
Years Online: 10+
Income: $50-75K
Tech Comfort
PC: Medium
Web: High
Motivations
Discover information on the
current exhibitions.
Learn more about the
museum’s education
program and whether it
aligns with her class’s
curriculum.
Book a class visit or
program.
Download curriculum
materials related to current
exhibitions.
Contact someone in the
education department.
Scenarios
Learn enough about an
exhibition to answer basic
questions about it including
what educational value
they hold.
Learn enough about
education programs
to evaluate their
appropriateness for a
particular grade/subject.
Schedule a visit during
school hours with a
particular series of dates
in mind.
Access reproducible
pdfs of lesson plans,
worksheets and materials.
Further questions or
concerns not addressed by
general site.
Features
Hyperlinks to additional
information regarding state
standards addressed.
Thorough description of the
educational program, broken
down by grade and subject
area.
Interactive booking form with
calendar of available dates.
Database of materials is
linked to both exhibit and
program descriptions.
Interactive contact form.
Phone number and email
address of an actual human
in the Education
Behaviors
Marisol reads about an
interesting exhibit and clicks
on a link which explains its
educational value.
Marisol finds a link in the glocal
navigation to the Education
department and reads about
the programs available.
Marisol clicks on a “Book your
tour today” button and is taken
through a process filter.
Marisol can access this
database when browsing
exhibitions, browsing programs,
and after booking a tour.
Marisol sees a “Contact” link
on the Education landing page
and in several other spots that
will allow her to send an email
or make a phone call.

complex interactions
simple interactions
infrequent interactions frequent interactions
The Hipster
The Art Teacher
The Artist
The Tourist
The Donor

5.2 Content Inventory
5.2.1 Scope
For the purposes of this content inventory, Hunky Dory investigated
each page in the New Museum website's hierarchy. Each piece of
information on each page was cataloged and examined. Sections of
information were "chunked." We did not catalog the entirety of the
online store or the "Museum as Hub," as both are maintained by third-
party vendors and not the New Museum.
5.2.2 Definition of Terms
ID Column - used to identify the main section and pages within it
Sub-ID Column - used to identify sub-sections within a particular page
2nd Sub-ID - used to identify sub-chunks within sub-sections
Page Name - Title assigned by newmuseum.org to a given page
Category Column Notations
Page Types - Identified with a number in the "ID" Column (e.g. 1.0)
Home page - www.newmuseum.org ONLY
Landing page - the page you land on when you click on a link in the glocal
navigation
Form - an interactive form that pops up in a new window
RSS Feed - used by patrons to subscribe to updates through a news reader service.
XML format.
Chunk Types - Identified with a number in the "Sub-ID" Column (e.g. 1.0.1)
Local Navigation - the navigation that appears below the primary navigation within
a section
Page Navigation - anchor tags that jump between sections on a given page
Page Title - large text that identifies the page
Page Section Title - Title on gray bar within the page
Page Sub-Section Title - title under Page Section Title, in orange
Image Banner - wide banner that displays across the entire frame
Image - an image that does not act as a banner
Narrative Description - A chunk of narrative text, usually preceded by a heading
or title in a grey bar that acts as an anchor tag (but not always)
Contact Information - email addresses or phone numbers
Sponsor Information (with or without logo) - A description of corporations or
individuals who sponsored a given event or program. Sometimes with logos or links
Link - link to an external site
Internal Link - stand-alone link to a site within the architecture
Date - date of an event
Calendar - the list of events that appears on every page
Visitor Info - the interactive box that appears on every page with hours, directions
and admission prices
Content Column - Used to summarize information contained within a chunk
URL - assigned by newmuseum.org to a given page. Only note this when describing
the page itself
Notes - additional information that might be helpful
© Spring 2008
Hunky Dory Design

5.3 Competitive Analysis
5.3.1 Purpose
Hunky Dory conducted a SWOT competitive analysis of five
contemporary art museum websites in order to determine which traits
are ideal to include in our redesign of the New Museum website as well
as which traits to avoid. The seven categories that were evaluated
(Home page design, Interior page design, Search functionality,
Features offered, Navigation, Interaction design, and Commerce
design) provided a wide range of information taken from all over the
target websites, allowing for an in-depth analysis of the sites’
structures for the benefit of our project.
© Spring 2008
Hunky Dory Design

5.3.2 Competitive Analysis Data
1

Walker Mass MoCA The Whitney
Museu de Arte
Contemporanea de
Niteroi
The Saatchi Gallery
URL www.walkerart.org www.massmoca.org www.whitney.org www.macniteroi.com.br www.saatchi-
gallery.co.uk/
Home Page Design
(+) Moving image
banner at the top of
the home page shows
all current events and
exhibitions right on the
front page
(-) The page is much
too long; users have to
scroll down
continuously to see
everything
(-) Contact
information is located
at the foot of the
home page – requires
too much scrolling
(-) Site utilizes too
many clashing colors
(+) Graphics and
colors are
aesthetically pleasing
(+) Includes flash
slideshow
(+) Footer contains
logo and contact
information
(+) Utilizes tabs for
global and local
navigation
(+) Sidebar displays
current events & news
(-) Ads and
extraneous info below
logo makes page too
long
(-) Global navigation
bar is less dominant
than local navigation
(+) There is a link to
"Tickets" on the
homepage
(+) Address and
phone number are
available on the
homepage
(-) No alternative html
version
(-) Glocal navigation
font is too small
(-) No visual logic,
priority, or sense of
spatial organization
(-) Upcoming Events
are listed in a font that
is too small
(-) When a user clicks
on the tickets link, it
does not bring the
user to “Tickets”
(+) Image banner at
the top of the
homepage is a
slideshow of images of
the exterior of the
museum building and
shots of interior
(+) Glocal navigation
along left-hand side
(+) Central panel has
narrative description of
current events and
exhibits
(+) Contact information
in footer
(-) Dropdown in upper
right corner navigates
to external sites and
organizations without
warning
(-) Site looks low-tech
and somewhat dated
(+) Strong central
image, with focus on
name recognition
(+) Artist names in are
in a drop-down menu
(- ) Dead space under
the central image
(-) The home page is
much too long; users
have to scroll down
continuously to see
everything

2

Museu de Arte
Contemporanea de
Niteroi
The Saatchi Gallery
gallery.co.uk/
Interior Page Design
(+)Comprehensive
narrative descriptions
on most pages
(+) Easy to navigate to
secondary and
tertiary pages
(-) The design for the
secondary pages
lacks unity
not available on every
interior page
(-) Difficult to navigate
to home page without
using the back button
(+) Calendars, In the
Galleries, Performing
Arts pages consist
primarily of images
and captions
(+) Left sidebar shows
corresponding pages
in relation to sub-
navigation
(-) Visit, Support &
About pages are
primarily narrative
with few images
(-) Secondary pages
look like a different
website
(-) No features to
orient the visitors
(breadcrumb trail,
etc.)
(-) Glocal navigation is
inconsistent
(+) Maintains the layout
conventions from the
home page – slideshow
banner, left-hand
navigation, and footer
(+) Content is displayed
in main panel
(+) Simple, predictable
and easy to use
(+) Banner image under
main banner changes
to reflect content of the
section
(+) Retains strong
central image motif
from home page
(using different
images)
(+) Secondary pages
obviously describe
differing exhibitions
(-) Internal links are
located on both left
and right hand side of
the pages
Search Functionality
(+) Available on the
glocal navigation bar
(+) Search bar
available for events,
calendar,
performances, and
gallery exhibits
(+) Calendar, events,
performances, and
exhibition pages have
search functions
through date range,
title, or category
(-) No search engine (-) No search engine (-) Search engine
buried in left-hand
side local navigation
(-) No advanced
search feature

3

Museu de Arte
Contemporanea de
Niteroi
The Saatchi Gallery
gallery.co.uk/
Features Offered
(+) Exhibit, event, and
tour information
(+) Online store
(+) Annual report
(+) Contact
information
(+) Online exhibitions/
photo galleries
(+) Directions and
hours information
(-) No map of the
building itself
(+) Informational
Pages include
directions, information
on lodging, dining &
tickets
(+) “Support” page
includes different
types of membership,
donor levels & annual
fund information
(+) “About” page
includes history, jobs &
FAQ’s, and other
features related to
the museum’s mission;
all include search
bars & links to specific
pages for each event
or piece of art
(+) MASS MoCA Store
(though it is called
“Hardware”, which is
a confusing label)
(+) MASS MoCA Blog
features news and
updates
(+) Users can buy
tickets online
(+) Google map
shows location of
museum
(+) Section for online
education
(+) WhitneyCat, the
museum’s library
OPAC
(+) Information about
exhibitions
events
educational programs
the building itself
(+) Contact information
(+) Directions to and
floor plan of the
museum
(+) Photo gallery
current and past
exhibitions
(+) Contact info
(+) Virtual tour of
gallery
artists
hiring the gallery for
events
(+) Saatchi online –
individual webpages
for artists (users can
create their own)

4

Museu de Arte
Contemporanea de
Niteroi
The Saatchi Gallery
gallery.co.uk/
Navigation
(+) The menus are very
specific and
comprehensive
has an overactive
dynamic menu
(-) Local navigation
(where it exists)
appears inside frames;
bears no resemblance
to the glocal
navigation
(+) Local navigation is
through the left
sidebar
(-) Primary navigation
has smaller font and is
dominated by
museum logo on the
left
(-) Contextual
navigation is through
images & bylines as
direct links
(-) Main navigation
design is not visually
attractive
(-) Narrative
descriptions are not
consistent
(-) Font used in pop-
ups is too small
(-) No designated
local navigation
(+) Global navigation is
clear and consistent
(-) Local navigation is
limited to a “read
more” button on each
section that opens up
yet more text; no real
navigation within
sections
(-) Many links are
unexpectedly external
(-) Relies too heavily
on narrative
descriptions
(-) No global or local
organization of the
features
(-) Most information
on the site is gathered
on the primary page;
therefore, there is no
sense of organization
or categorization
(-) Many links are
unexpectedly external

5

Museu de Arte
Contemporanea de
Niteroi
The Saatchi Gallery
gallery.co.uk/
Interaction Design
(+) No broken links
(+) Available
information is
comprehensive
(-) Difficult to navigate
if user is unfamiliar with
site
(+) Sub-navigation is
clear and easy
(consistently located
on left sidebar)
(+) Museum logo on
left of top banner
consistently linked to
the homepage
(+) “About” Page had
general and essential
information including
“Contact” and
“FAQ’s”
(+) The only external
link is the online store
(-) Rollover menus are
inconsistent
(-) Local navigation is
confusing
(-) ’Help’ is an external
link; leads to Yahoo
without warning
(+) Links work and take
the user where they
purport to
(+) Provides current
information
(-) Narrative is entirely in
Portuguese
(+) Left and right hand
glocal navigation with
clear labels
(+) Central images
and drop down
menus for artists and
exhibitions
(-) Nearly everything is
located on the
homepage, rendering
it cluttered and
overwhelming
(-) Unclear which links
are part of the gallery
site and which are not

6

Museu de Arte
Contemporanea de
Niteroi
The Saatchi Gallery
gallery.co.uk/
Commerce Design
(+) Wide range of
merchandise
available, from
clothing and
accessories to media
and publications
(+) Can buy
membership online
(+) Store is easy to
navigate and all
objects are displayed
well
(+) Most shop pages
have products with
images, prices, short
descriptions and
“Add to Cart” buttons
(-) The shop’s
“Wearables”, “Kids”
and “MASS MoCA”
pages are not
updated or empty
(-) Cannot navigate
back to home page
(-) Search box is at the
bottom of the
commerce page
(-) Navigation within
the store is inconsistent
within the rest of the
site
(-) List of publications,
but no online store
(-) No online purchasing
(+) List of publications
for purchase
(-) Must call or email
gallery to purchase
(-) No other products
for sale

5.3.3 Summary
Implications for New Museum Website Redesign
After the completion of our competitive analysis, Hunky Dory
determined that there are many opportunities to improve the New
Museum's website that could add to the museum's prestige and
bottom line. These included:
Home Page Design
We generally saw it as a good thing to have all the important contact
information for the museum on the front page, above the fold. We will
use colors and images in moderation in order to avoid a cluttered and
visually disorienting page. We will make sure not to use small font for
important information, and we will avoid having links to outside
websites as part of the glocal navigation.
Interior Page Design
We found that the best interior pages were simple and easy to use,
with a design layout that clearly indicated where in the site we were
and had local navigation on every page. The worst pages that we
reviewed lacked those qualities and had redundant or otherwise
unnecessary information cluttering up the space, in addition to poor
navigation. We decided that longer pages are more tolerable for
interior pages than on the home page.
Search Functionality
We decided the worst search function is, of course, to not have any
kind of searching at all. All the websites that we reviewed that had
search functions had them built into the navigation bar or tabs, so that
appears to be the standard that should be applied.
Features Offered
The best features that we frequently found were online stores, artist
information, and exhibit/event information. All but one of the
museums we reviewed had all of those on their website. The ones
that we didn’t see used as often were maps of the buildings and photo
galleries, but we think they are good to include.
Navigation
Our review shows that the best type of primary navigation is one that
is visually attractive, obvious, and specific. We found that the worst
type of navigation is hard to click on (in the case of poorly designed
© Spring 2008
Hunky Dory Design

© Spring 2008
Hunky Dory Design
dynamic navigation) and opens pop-ups to external websites. We
thought that the best design for secondary navigation was where it
was integrated into the primary navigation, but not to the extent
where it eclipses it or is eclipsed by it. We liked when numerous sub-
sections were available.
Interaction Design
We found a lot of problems in this section on the websites we
reviewed. We need to learn from these mistakes and make certain we
keep ads and content visibly separated, make the links clear and
obvious, and be consistent. We also need to do right what they did
right, by not having any broken links and having clear sub-navigation.
We found that external links are best kept to a minimum as well.
Commerce Design
From our research we found that by far the most important thing to
include in the website’s commerce section is tickets and membership.
If the store is missing that, we don’t think it’s very good. We also
learned that visual consistency and frequent updates are of the utmost
importance in the store section, as it becomes very obvious when this
isn’t the case.

5.4 Card Sort Study
5.4.1 Cards
[Attached]
5.4.2 Results
5.4.2.1 The Hipster: Aaron, age 30
5.4.2.2 The Tourist: Jeff, age 40 and Maria, age 30
5.4.2.3 The Artist: Melody, age 26
5.4.2.4 The Teacher: Jeremy, age 32
5.4.2.5 The Donors: Susan, age 51 and Richard, age 51
© Spring 2008
Hunky Dory Design

5.4.2.1
New Museum Website Redesign
Card Sort
Subject: Aaron, Age 30
User Group: Hipster
1.0 New Museum (Home)
1.2 Link to Rhizome
Events and Exhibitions
P Interactive Calendar
7.4 Calendar
2.2 Exhibition Pages
2.1 Current Exhibitions
2.3 Upcoming Exhibitions
2.4 Past Exhibitions
8.0 Exhibition Update (RSS)
6.2 Limited Editions
2.5 Special Projects
M Online Collection & Exhibitions
O Application and Submission Process for Artists
4.5.5.3 Bowery Artist Tribute
3.4 Get Weird
3.3 New Silent
3.2 Night School
7.2.1 “New Art, New Ideas”
3.1 Target First Saturday for Families
9.0 Events Update (RSS)
E Event Ticker
3.5 Past Events
Thank You
7.6.3 Thank You
C Pictures of Patrons
Contact Us
7.10 Contact Us
7.10.4 Specific Inquiries
7.10.3 General Inquiries
Teaching Resources
4.2 Museum As Hub
4.3 Resource Center
4.3.5.4 Past Programs and Lesson Plans
4.3.5.2 Global Classroom Program
4.4 School and Youth Programs
G Curriculum Resources
4.5 Teacher Resources
7.6 Leadership
Visiting the Museum
4.0 Tours
7.1.7 Admission
7.3 New Building
7.1.7.2 Online Ticket Purchases
7.1 Visitor Information
7.3.4 Video of New Building
© Spring 2008
Hunky Dory Design

7.1.6 Visitor Policies
7.1.9 Map of Location
H Schedule a Visit Form
L Interactive Floorplan
K Purchase Tickets (Events)
4.1.4.1 Tour Reservation Form
4.1.1 Info About Docent Tours
4.1.2 Info About Group Tours
4.1.3 Info About Self-Guided Tours
A Animated Views of Building
4.1.6 Links to Downloadable Audio Tour by Floor
B Dynamic Map
6.1 New Museum Store
7.1.8 New Food Cafe
7.8 Space Rental
7.8.2.2 Creative Edge Parties
About the Museum
7.7.2 Significant Years
7.7.1 History
7.3.6.2 Grand Opening Press Kit
7.1.5 Museum Hours
5.2 Get Involved
5.2.5 Volunteer
F Blog
7.5.5 Press E-news Signup
5.2.4 Intern
I Reviews & Forums
7.1.3 Location
N Jobs
7.1.4 Directions
7.2 Mission Statement
7.5.1 Press Releases
Membership
5.1 Membership
5.0 Join
5.2.3 Donate
7.6.3.1 List of Corporate Sponsors
7.6.1 Trustees
5.1.3.4 Questions About Membership
5.1.3.2 Council Membership
5.1.3.3 Gift Membership
5.1.3.1 General Membership
L Donation Form
5.4.1 Membership Calendar
5.3.1 Corporate Membership
5.3.4 Current Corporate Members
D Pictures of Donors
© Spring 2008
Hunky Dory Design

5.4.2.2
Card Sort
Subject: Jeff, Age 40, Maria, Age 30
User Group: Tourists
Homepage
1.0 NEW MUSEUM
K Purchase Tickets
7.1.7 Admission
7.1.5 Museum Hours
7.1.3 Location
7.10 Contact Us
1. 7.1 Visitor Information
7.1.4 Directions
B Dynamic Map
L Interactive Floor plan
4.0 Tours
7.1.8 New Food Café
7.10.3 General Inquiries (FAQ)
2. 2.2 Exhibition Pages (Exhibitions)
2.1 Current Exhibition
I Reviews & Forums
8.0 Exhibition Update - RSS
3. 7.4 Calendar
E Event Ticker
3.5 Past Events
4. 2.5. Special Projects
7.2.1 New Art New Ideas
3.3 New Silent
3.4 Get Weird
O Application & Submission Process for Artists
5. 7.3 New Building
© Spring 2008
Hunky Dory Design

7.1.9 Map of Location (Interactive Map?)
7.7.1 History
7.3.6.2 Grand Opening/Press Kit
7.8 Space Rental
6. 4.5 Teacher Resources
4.3 School & Youth Programs
3.2 Night School
4.3.5.4 Past Programs & Lesson Plans
5.2.4 Intern
7. 5.1 Membership
7.6.1 Trustees
5.2.3 Donate
J Donation Form
5.1.3.4 Questions about Membership
4.4 Resource Center
5.0 Join
8. N Jobs
5.2.4 Intern
5.2.5 Volunteer
5.2 Get Involved
Footer
F Blog
7.5.5 Press E-news Signup
1.2 Link to Rhizome
UNCLASSIFIED
7.6 Leadership
4.2 Museum as Hub
9.0 Events Update – RSS
7.6.3 Thank You
© Spring 2008
Hunky Dory Design

5.4.2.3
Card Sort
Subject: Melody, Age 26
User Group: Artist
(Link to Rhizome was excluded)
Membership
7.6.1 Trustees
5.1 Membership
Forms & Applications
O Application & Submission Process for Artists
J Donation Form
Activities
K Purchase Tickets
7.1.7 Admission
4.0 Tours
7.8 Space Rental
5.0 Join
5.2.3 Donate
Museum Information
7.5.5 Press E-News Signup
8.0 Exhibition Update (RSS)
9.0 Events Update (RSS)
7.3.6.2 Grand Opening (Press Kit)
7.6.3 Thank You
Online Information
© Spring 2008
Hunky Dory Design

I Reviews & Forums
4.1.1 Info about Docent Tours
4.1.3 Info about Self-Guided Tours
4.1.2 Info about Group Tours
About Museum
3.5 Past Events
F Blog
7.7.1 History
7.4 Calendar
7.10 Contact Us
7.1.5 Museum Hours
7.1.4 Directions
7.1.3 Location
2.2 Pages for Exhibitions
Architecture & Design
7.3 New Building
B Dynamic Map
Projects
7.6 Leadership
Resources
4.4 Resource Center
3.2 Night School
3.1 “Target First Saturday for Families”
© Spring 2008
Hunky Dory Design

E Event Ticker
Jobs
5.2 Get Involved
5.2.4 Intern
N Jobs
5.2.5 Volunteer
Miscellaneous
4.2 Museum as Hub
3.3 “New Silent” (images & description)
3.4 “Get Weird” (images & description)
© Spring 2008
Hunky Dory Design

5.4.2.4
Card Sort
Subject: Jeremy, Age 32
User Group: Teacher
Teacher Resources
4.4 Resource Center
F Blog
4.3 School and Youth Programs
Schedule a Tour
7.8 Space Rental
7.1.7 Admission
K Purchase Tickets
4.0 Tours
Views of the Museum
7.3 New Building
B Dynamic Map
Opportunities to Work with Us
N Jobs
5.2.4 Intern
Mission Statement
7.2. Mission Statement
Buy Our Stuff
General Information
5.2 Get Involved
7.4 Calendar
7.7.1 History
5.2.5 Volunteer
7.1.3 Location
7.6.3 Thank You
© Spring 2008
Hunky Dory Design

7.10 Contact Us
7.1.5 Museum Hours
7.1.4 Directions
Reviews and Outside Links
1.2 Link to Rhizome
I Reviews and Forums
4.2 Museum as Hub
7.5.5 Press E-News Signup
History
3.5 Past Events
Be a Part of Us
5.1.3.4 Questions About Membership
5.0 Join
5.2.3 Donate
5.1 Membership
J Donation Form
Who We Are
7.6 Leadership
7.6.1 Trustees
Updates and News
8.0 Exhibition Update – RSS
E Event Ticker
Special Events
3.4 Get Weird
3.3 New Silent
3.2 Night School
Current and Future Exhibitions
M Online Collection and Exhibitions
2.3 Exhibition Pages
© Spring 2008
Hunky Dory Design

5.4.2.5
Card Sort
Subjects: Susan, Age 51, and Richard, Age 51
User Group: Donors
UNCLASSIFIED
1.2 Link to Rhizome
7.10 Contact Us
4.2 Museum As Hub
SPACE AVAILABLE
7.8 Space Rental
EMPLOYMENT OPPORTUNITIES
N Jobs
5.2.4 Intern
VISITING THE MUSEUM
7.1.5 Museum Hours
7.1.7 Admission
K Purchase Tickets
H Schedule a Visit form
TOURS
4.0 Tours
4.1.1 Info about Docent Tours
4.1.2 Info about Group Tours
4.1.3 Info about Self-guided Tours
4.1.6 Links to downloadable audio tour by floor
4.1.4.1 Tour reservation form
DIRECTIONS
7.1.3 Location
7.1.4 Directions
7.1.9 Map of location
EXHIBITIONS
2.2 Exhibition pages
3.4 Get Weird
3.2 Night School
3.3 New Silent
© Spring 2008
Hunky Dory Design

8.0 Exhibition Update –RSS
INTERACTIVE
I Reviews & Forums
F Blog
INQUIRIES
EVENTS
7.4 Calendar
E Event Ticker
3.5 Past Events
RESOURCES
4.2 Resource Center
OUR BUILDING
7.3 New Building
L Interactive Floor plan
7.3.4 Video of new building
A Animated views of building
B Dynamic map
VOLUNTEER OPPORTUNITIES
5.2 Get Involved
5.2.5 Volunteer
DONORS AND PATRONS
5.2.3 Donate
L Donation Form
7.6.3 Thank You
INDIVIDUAL MEMBERSHIP
5.0 Join
5.1 Membership
GROUP MEMBERSHIP
© Spring 2008
Hunky Dory Design

© Spring 2008
Hunky Dory Design
FOR THE MEDIA
7.5.5 Press e-News signup
MISSION AND HISTORY
7.7.1 History
7.6 Leadership
7.6.1 Trustees

5.4.3 Summary
We conducted a card sort study with 7 individuals. We made an effort
to select participants that reflected user groups identified in our
personas. Participants included a hipster, a teacher, an artist, two
tourists, and potential donors. Several patterns emerged from our card
sort study immediately.
Many participants expressed confusion about several of the cards.
Items like "Get Weird" and "Target First Saturday For Families" when
taken out of context, were very odd to people. This confusion
influenced our decision to remove these recurring events from the
local navigation and instead present them in the same manner as
other events. Also confusing were links to outside organizations like
"Rhizome" and "Museum as Hub."
Most participants gathered together background information about the
museum in similar categories. 2 out of 7 participants included
information like "History," "Mission," and "Leadership" in a category
called "About" or "About the Museum," while others created separate
categories for "New Building" or History.
4 out of 7 participants created a category called “Membership” in
which they included all information related to members and becoming
a member. 2 participants further subdivided this category into
“Individual Membership” and “Group Membership.” Only one of the
participants elected to use a schema similar to the current site’s “Join”
category name, calling this category “Be a Part of Us” and including
volunteering and employment opportunities in the same category.
Almost everyone included lesson plans and the Resource Center in a
category called, "Teacher Resources" or "Educational Resources," or
just "Resources." All seven participants rejected the current site's
convention of using a verb like, "Learn" for this category.
Most participants created separate categories for Exhibitions and
Events, while one participant combined them in one category. Some
participants included Events under a section called, "Calendar" or
"What's Happening," which led to our idea to present the museum's
events in calendar form.
© Spring 2008
Hunky Dory Design

© Spring 2008
Hunky Dory Design
Based on the feedback generated through this study, we created the
following labeling system:
Global Navigation Labels:
Exhibitions
Events
Visit
Membership
Header and Footer Labels (on
every page)
My NewMuseum Login
Online Store
Search
About Us
Contact Us
Resources
Jobs
Partners
RSS Feeds
Press E-news Signup
FAQs
Local Navigation Labels:
Exhibitions
Current Exhibitions
Upcoming Exhibitions
Past Exhibitions
Online Exhibitions
Artist Application
Events
Current Events
Upcoming Events
Past Events
Special Projects
Visit
Tours
Schedule a Group Visit
Café
Information for Teachers
Visitor Policies
Membership
Individual
Group
Gift
Membership Calendar
About Us
History
Leadership
Trustees
Corporate Sponsors
Press Releases
Space Rental
Our Mission
Resources
Resource Center
Target First Saturdays
Curriculum Resources
Global Classroom
Museum as Hub

5.5 Features
5.5.1 Features List
In addition to the content and features currently available on the New
Museum website, Hunky Dory Design’s IA/ID Strategy includes the
creation of the following additional features:
 The addition of a “My New Museum” login feature which will allow users to
access “members only” portions of the site including the ability to:
o Create an online “My Events” calendar to keep track of events of
interest
o Shop online
o Renew memberships online
o Maintain RSS feeds, comments, and email alerts
o Schedule group tours
o And more!
 An interactive “talk back” system that will allow users to post comments and
feedback about events and exhibits
 Animated of views of the new building’s architecture
 Interactive Floor plan/Dynamic Map which allows users to scroll over a floor
and learn more about exhibitions by location
 An interactive collage of images from upcoming exhibits that, when rolled
over, will pop up information about exhibitions and artists
 An interactive calendar that, when scrolled over, will pop up information
about events
 Forms to ease the process of donating, scheduling a group tour, and other
common tasks
 Enhanced search capabilities
 Addition of Online Collection & Exhibitions
 Application Process for Artists & Submissions
5.5.2 Interactions Concept Drawings
[attached]
© Spring 2008
Hunky Dory Design

5.6 Site Map Drafts
Before arriving at our final IA/ID Strategy, Hunky Dory Design went
through a series of design drafts. Attached is documentation of our
design process.
© Spring 2008
Hunky Dory Design

5.7 Paper Prototyping
5.7.1 Tasks
The following tasks were given to the participants in our paper
prototyping study.
1) If you landed on this homepage randomly, what would you be
drawn to first, or what would you like to do?
2) Find an event taking place two weeks from tonight.
3) Find a map to the museum.
4) Buy a ticket to the museum.
5) Find the museum's mission.
6) Find the name of one of the artists currently on exhibition.
7) Find the store.
8) Schedule a group tour.
9) Read reviews of a current exhibition.
10) Buy a gift membership for a friend.
11) Download a lesson plan for your classroom.
5.7.2 Paper Prototypes
[Attached]
5.7.3 Results
[Attached]
5.7.4 Summary
Paper prototyping was conducted between April 16th and April 23rd,
2008. Seven individuals were tested. A number of patterns emerged
from our study.
Design elements that worked across all participants included our
interactive floor plan concept, the event calendar, and the exhibition
landing page graphic. All users were able to easily locate basic
information about the museum including location, hours, and were
able to figure out how to purchase tickets online. A number of users
suggested that we include artist’s names in our exhibition landing page
interactive graphic, but most participants expressed excitement about
the clean design of the site.
Several problems became apparent over the course of our study. Two
participants expressed confusion between the “About” tab and the
“Visit” tab, which led to our decision to remove “About” from the global
navigation and move it to the footer instead. Many users had a hard
time locating the online store in its original location in the footer, so
© Spring 2008
Hunky Dory Design

© Spring 2008
Hunky Dory Design
we moved it to the upper right and added a shopping cart icon to
make it more prominent. Another task that seemed to be universally
confusing was the “Schedule a visit” prompt. The problems users had
with this task led us to modify the label on this link to read “Schedule
a Group Tour.”
All users struggled in locating information for teachers when we
labeled this section “Resources” or “Educational Resources,” so we
decided to create more prominent “For Teachers” links in a variety of
locations on the site.
After completing our paper prototyping study, we used the data
collected to make some important decisions about the site, including
changing the tab “Support” to “Join” and then finally to “Membership.”
We also followed user feedback in our decision to create a “My New
Museum” personalized login service on the site. Our final wire frames
presented here represent our best effort based on feedback gleaned
through this study.

New museum Information Architecture and Interaction Design Strategy: Student Project, 2008

New museum Information Architecture and Interaction Design Strategy: Student Project, 2008

Recomendados

Recomendados

Mais conteúdo relacionado

Último

Último (20)

Destaque

Destaque (20)

New museum Information Architecture and Interaction Design Strategy: Student Project, 2008