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Presentation on the role of research in redesigning SFMOMA.org.
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Hot Studio
Do you know who your users are?The role of research in redesigning SFMOMA.org
April 12, 2007Museums and the Web
Dana Mitroff, SFMOMAKatrina Alcorn, Hot Studio
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Introductions
San Francisco Museum of Modern Art (SFMOMA)
Dana Mitroff
Head of Online Services
Hot Studio
Katrina Alcorn
Principal, Director of User Experience & Content
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Overview
How do we know who our current users are and what they want?
What we’re going to cover today:
• How our project came about• Why user research?• Our approach• What we did• What we learned• What we’re doing about it
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Why a redesign?
SFMOMA home page today -- current site design is almost 10 years old!
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Project goals
We had some big questions to answer
• Who really uses our site?
• Should we think of our Web site as a destination unto itself?
• How knowledgeable are our current site users about modernand contemporary art?
• How much detail do people need about our collection andexhibitions? Do they even understand the distinction?
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turn it into a great idea
Our approach to research
• We believe that research should be more than simply anacademic exercise
• As designers, we focus our efforts on research thatcan improve design
• Research = science + a good listener
• Research yields real information, but it takescreative insight to turn it into a great idea
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turn it into a great idea
Quantitative vs. qualitative
• Quantitative Research = Information presented in numericform.
• When should you use it? When you need togeneralize about people’s specific responses.
• Qualitative Research = Exploration of people’s behaviors,attitudes, opinions, and belief.
• When should you use it? To gain deep understandingof the mindset of your target audience.
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How research fits into the overall design process
We are here
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What we did
Four months of research that included
• Museum Web site “think tank” session
• Best practices and heuristic evaluation
• Interviews with new and returning Web visitors
• Interviews with SFMOMA stakeholders
• Online survey
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Museum think tank session
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Best practices and heuristic evaluation
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Interviews
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Online survey
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What we learned
The majority of users:
• Come from a surprising variety of professions andbackgrounds
• Are interested, but not necessarily educated, about art
• Are fairly passive about Web 2.0-type features
• Don’t understand the difference between exhibitions andcollections
• Are not aware of the breadth of programs and content wehave
• Want to plan a physical visit to the Museum
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How we used this information
Our researchrevealed manydetailed findings.
Some of thesefindings led toinsights about whatthe target audiencereally needs.
These insightsinspired new andcreative designideas.
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Example 1. What’s going on?
Finding: Most of our current users don’t differentiate betweenexhibitions and the permanent collection, and they aren’t evenaware that the Museum programs events.
Insight: Users just want to find out “what’s going on”—whether it’sa temporary exhibition, the permanent collection, or a publicprogram—so they can plan a visit to the Museum.
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Example 1. What’s going on? (cont.)
Design Idea: Create a one-stop section called “Exhibitions +Events.” De-emphasize the collection in the main nav, and make itpart of the specialized auxiliary navigation.
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Example 2. Breadth and depth
Finding: Our audiences aren’t aware of all we have to offer, bothonsite and online.
Insight: We have an opportunity to showcase our public programs andrich online resources.
Design Idea: New promotional areas and lots of cross-linking.
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Example 3. Web 2.0
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 userparticipation. We have to keep in mind that our ultimate goal is to make the artwork moreaccessible.
Design Idea: Bring in informal, outside voices and perspectives that can succeed withminimal user participation.
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Example 4. Layering information for diverse users
Finding: Our audience isincredibly diverse: how canwe serve their needs?
Insight: General site visitorsare looking for very differentinformation than scholars andacademics. We must serveboth well.
Design Idea: Add detailedinformation in tabs andlayers.
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Conclusion
Conclusions
• Just four examples of many of our findings• Research methods can be applied in your own institution• There are low-budget ways to do this yourself• Please take a hand-out!
Thank you
Dana Mitroff, SFMOMA, [email protected] Alcorn, Hot Studio, [email protected]
