Improving the Exploration & Purchasing experience in Digital Exhibitions
Summary
I initiated this project for a small company to help them understand how users behave in their digital exhibitions and discover usability problems that may be affecting their potential sales. Acquiring this information is intended to help them make better design decisions and improve user engagement on their website.
Project Purpose
This project aims to uncover the usability flaws of an art gallery’s digital exhibitions to discover what may be hindering their users from becoming interested buyers.
The Client
The art advisory firm specializes in Southeast Asian artwork. They host exhibitions to showcase the artworks they represent and are available for sale.
The Problem
Due to the COVID-19 pandemic, they shifted towards hosting their exhibitions online. However, no sales were generated on the platform since.
My Project Role
I mainly conducted the study alone as a UX Researcher, moderating sessions, noting participant responses, and presenting my findings to the company.
For the recruitment process, the company assisted me in defining the persona and finding 5 participants with an art background for the study.
Research Goals
- Uncover usability flaws that may be hindering user experience towards completing tasks
- Identify elements of the online exhibition webpage that may be affecting the conversion rate of turning visitors into consumers
Research Method used
- Usability Testing (Remote & Physical, Moderated)
Why was Usability Testing used?
This form of research allows me to observe the issues faced by participants and empathize with their thought process when using the online exhibition.
Key Insights
Insight 1: The current process of purchasing artwork with the company online is discouraging for users
Users care about:
- Immersing themselves in the online exhibition
- Dislike being redirected to an email application as it ruins their immersion
The Problem with the Current Design
- Interested buyers become discouraged as they need to leave the exhibition and compose an email
- This process ruins immersion and feels unexpected
How does this problem impact business goals?
The company may continue to lose out on potential sales through this revenue stream if users continue to struggle with completing their buying process.
My UX Recommendation:
- Remove the function prompting the email application
- Replace it with a contact form and/or mobile number on the webpage
This would allow interested buyers to maintain their immersion and the company may be able to close a sale faster.
Insight 2: Participants cared about immersing themselves in the exhibition
Users care about:
- Being able to envision the physical space of the exhibition
- Viewing the online exhibition as if they were in the physical space
The Problem with the Current Design
- All 5 participants felt that the exhibition images lacked a clear sequence
- All 5 participants had given up trying to envision the physical space. Thus, finding it difficult to become and/or stay engaged
How does this problem impact business goals?
The struggle to engage with the exhibition affects the potential duration users could have spent on the exhibition. If users were engaged enough to browse the exhibition longer, it may have cultivated their desire to make a purchase.
My UX Recommendation:
I advised that future online exhibitions organize their images of the physical exhibition in a manner that allows users to visualize the space more effortlessly to improve their immersion.
Resulting from this change could help their users:
- Stay longer on the exhibition page
- Improve their chances of becoming interested buyers
Project Outcome
The company incorporated aspects of my UX recommendations and developed a template for future online exhibitions.
Lesson Learned: Neutrality is crucial when moderating interviews
This was my first time conducting a usability study on my own. Although I was previously involved in several studies, I never interacted with participants as a moderator.
During one of my sessions, I made the mistake of agreeing with a participant in their criticisms. This derailed the session a bit as they ended up ranting. I later recognized that I was encouraging their behaviour when I should have controlled the flow of the interview better. From then, I made the effort to stay neutral for the rest of the study to avoid incurring bias so as to safeguard the integrity of my findings.
