Myself and another Experience Designer were tasked to uplift the existing 'Owners' page for Toyota's dotcom experience.
The Owners page went through 'Discovery' and 'Define & Design' phases with Experience Design, SEO, Marketing Science, Visual Design and Copywriting teams.
UX activities
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User interviews
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Card sorting
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Usability testing
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Wireframes
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Discovery & Define presentation
Considerations
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Include existing video assets
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Incorporate Toyota's entire value chain
Myself and another Experience Designer were tasked to uplift the existing 'Owners' page for Toyota's dotcom experience.
The Owners page went through 'Discovery' and 'Define & Design' phases with Experience Design, SEO, Marketing Science, Visual Design and Copywriting teams.
The opportunity
Become a personalised and trusted educational guide that helps guests discover content, products and services suitable to their unique journey: lifestyle, lifestage and ownership stage
UX activities
-
User interviews
-
Card sorting
-
Usability testing
-
Wireframes
-
Discovery & Define presentation
Considerations
-
Include existing video assets
-
Incorporate Toyota's entire value chain
The opportunity
Become a personalised and trusted educational guide that helps guests discover content, products and services suitable to their unique journey: lifestyle, lifestage and ownership stage
My work
Next project
Designing a 'Toyota Owners' page
ACMI
Optimising the Lens onboarding
UX Design / interaction and visual design
Activities
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3 rounds of observational research and contextual enquiries
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Research synthesis
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2 rounds of mid-fi prototyping and usability testing
Background
The Lens is a handheld device visitors take at the beginning the centrepiece exhibition, The Story of the Moving Image.
The Lens experience
By tapping one of many readers around the exhibition, visitors can collect anything on display (and interactive experiences) in ACMI’s centrepiece exhibition. After they leave, visitors can log in online with their Lens code and see everything they've have collected / made.
The Lens and this experience is a relatively new concept for visitors to Museums and galleries.
Problem
The current onboarding station at the entrance of ACMI Museum's permanent exhibition was not effectively explaining how the Lens works, leading to confusion, congestion, less uptake and pressure on the visitor services team to guide new visitors.
We needed to:
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help onboard visitors quickly
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explain the value proposition
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provide visitors with the information most useful so they can move into the exhibition with the confidence to start collecting
Lens dispenser
Printed graphics on paper approx A3
Lens (NFC) reader
Contextual enquiries
To understand the issues with the current onboarding station, I conducted 3 rounds of observational research and contextual enquiries with small groups. I observed and recorded their interactions, and gathered feedback on the design and overall user experience.
Findings
My observations revealed these groups were having difficulty using the onboarding station, with many struggling to understand how to access the various exhibits.
Wireframing and User Testing
Based on findings, I created wireframes for the onboarding station. The design focused on improving the user experience by incorporating clear and concise instructions, clearer directives to 'Take your Lens' at the dispenser, clearer instructions on the Lens device itself, and update lighting feedback for when visitors tested their Lens. I also conducted user testing with a diverse group of visitors to gather feedback on all of these changes and the design and overall experience.
Result
The redesigned onboarding station received positive feedback from visitors and staff during user testing and was implemented in the first 2 months of the museum's reopening. Visitors are now able to navigate the museum with ease and are more engaged with the exhibit via the Lens. The updated station led to a reduction in confusion, resulting in a better overall experience for visitors and for the Visitor Service team.
Changes made
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Updated instructions at onboarding station
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A clearer CTA for visitors to take a Lens
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Updated messaging for the Lens device
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Changed the success /error colours of the Lens readers at onboarding and inside the exhibition to be more colour blind accessible
Changes made
Onboarding instructions
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Changes made
Lens dispenser
Changes made
The Lens: Design and copy
Changes made
Feedback lighting
A successful tap: a steady flash of blue
An unsuccessful tap/error: a quick flash of blue followed by amagenta colour flashing 3 times
Conclusion
By conducting observational studies, contextual enquiries, user testing, and making design and copy changes, we were able to create an effective onboarding station for ACMI Museum's permanent exhibition. The redesigned station has improved the visitor experience, leading to increased engagement with the exhibit and a better overall experience at the museum.