Cultural Places Case Study

Overview

Cultural Places is a comprehensive web and app platform for cultural institutions, featuring an Content Management System (CMS) and an integrated ticketing system within a marketplace.

Key Results

• Addressed the lack of interactivity in web app media guides to enhance user engagement and content delivery effectiveness.

• Analyzed user sessions from Hotjar and customer support requests to define design challenges.

• Introduced innovative interactive content for delivering information, entertainment, and motivation.

• Implemented an interactive content module with features like quizzes, interactive points on images, and interactive maps.

• Received positive feedback from users and museum curators after product delivery.

• Boosted user engagement and Increased media guides sales.

• Attracted substantial investment from the city of Graz.

Role

Collaborated closely with a diverse team consisting of a museum curators, user researcher, designers, product managers, data analysts, developers, and UX writers.

Tools

Figma,
Principle
Adobe Creative Cloud
Hotjar
Text to Speech

Contents

Discover

Define

Develop

Deliver

Reflect

The Challenge

The current state of our web app media guides lacks interactivity, hindering user engagement and limiting the effectiveness of content delivery. Users are presented with static media content that does not foster active participation or meaningful interactions.

To address this challenge, there is a need to introduce dynamic and interactive elements that captivate users, encouraging a more immersive and engaging experience with the media guides.

Discover

Explore The Problem

Before jumping into solution mode I wanted to connect the customer problems with business goals.

I decided to use Double Diamond Framework to guide us trough the design process.

In this step I analyzed:
• User sessions from Hotjar
• Customer support requests

Business goals

Unify the media guides flows

Enhance the current content experience by unifying and standardizing it across the Cultural Places app, ensuring consistency and ease of use for all users.

Improve the user engagement

Boost the user base utilizing Cultural Places as their primary media guide tool, both during guided tours and in non-guided scenarios.

Introduce interactive content

Leverage the innovative interactive content as a novel channel for delivering information, entertainment, and motivation to our users.

User sessions observation (Hotjar)

Back and forth navigation pattern

In most of the sessions, after going to the Media Guide page customers were returning back to the initial page.

Idea

Consider creating an experience where users don't need to navigate between pages, and media guides are instantly accessible from any page. This approach could streamline user interaction and enhance overall accessibility and convenience.

Define

Decide What To Fix

After the first stage, I started filtering trough all the information I’d gotten and elaborating on it to define the main problems and the design challenge.

The Solution

To address the challenge of limited interactivity in our web app media guides, we propose the implementation of an innovative interactive content module. This solution involves integrating features such as quizzes, interactive points on image, and interactive maps directly into the media guides.

Additionally, we will provide a user-friendly interface for content creators to easily incorporate these interactive elements.

Develop

Test Potential Solutions

By collaborating with developers early int the design process, I ensured that less problems would come up during the implementation as we were able to discover technical limitations of which we couldn’t known before.

Feedback from developers
and leadership

Fullwidth modal for optimal experience

In the first iteration, it was decided that users would have the option to open a full-width modal for an optimal media guide experience.

Make the media player feature fluid

For the media player feature to work for different image and device sizes we opted for a fluid grid based on device and image resolution.

Preview content inside media guides page

Create content accessibility by creating a preview section, catering to both new and existing customers with the aim of attracting and engaging them.

High-fidelity explorations

Designing the right thing

After the low-fidelity step was finished. I proceeded to the next step in which we designed a high-fidelity prototype and conducted UX case studies on users or visitors, museum curators and content editors.

Rethinking
Indoor Tours

Using beacon technology to guide users seamlessly through all points of interest during their visit.