The Guggenheim Museum Website
Role: UX/UI Designer
Length of the project: 2 weeks
Tools used: Sketch, InVision
Overview
I worked with a team of 3 UX researchers to research and analyze the information architecture of the Guggenheim website before redesigning an expanded menu that more clearly guides users towards their goals with some delightful interaction design.
The Challenge
The Guggenheim website currently has more navigation options than a user can intuitively navigate which can make it slower for users to find the info they need. I leveraged my team’s research insights to complete a full redesign of the primary and secondary site navigation to add clarity and delight to a visitor’s journey through the Guggenheim website.
My Design Process
Research • Understand • Translate • Craft • Test • Iterate
Understanding the Problem
We conducted three total rounds of card sorting: two rounds of closed card sorting and one round of open to determine how intuitively the existing menu items were grouped together.
Key takeaways:
“Visit” and “About” categories and topics are easily understood and intuitive to users
“Art”, “Engage”, “Join & Give”, and “Research” and their topics are not intuitive to users
“About”, “Visit Us”, “Collections”, “Resources & Additional info”, “Contribute” represent the types of categories users thought were intuitive
Users are most comfortable processing about 4 primary navigation options
The Problem
How might we help both new and returning visitors easily find what they are looking for?
Takeaways & Next Steps
The taxonomy still has areas of confusion which we hope will be mitigated by the mega menu view so users have more context
Continued usability testing to further identify whether the new taxonomy and reorganized navigation menu are intuitive to users and determine what areas we can improve further
Explore mobile web or mobile app redesign to continue to help users efficiently plan trips to the Guggenheim to discover new and vibrant art
