Museo De Las Americas
Website Redesign
Website redesign for local art museum
Role
UX Researcher
UX Designer
Timeline
6 Weeks
Spring 2025
Skills
User Research
Wireframing
Style guide and design system
Component design
Overview
Local art museum Museo De Las Americas was faced with increasing demand for up-to-date information and streamlined membership sign up. There was a need to revamp service flow and offerings to increase efficiency and service quality. I along with a team of designers created a new service flow to support Museo's goals.
Goals
Improve site information architecture.
Simplify user flows.
Align with alignment with WCAG (Web Content Accessibility Guidelines)
Increase style consistency throughout the site.
Problem
Museo de las Americas is currently underutilizing opportunities for community engagement and contributions, largely due to a website that lacks clear purpose and effective communication.
Solution
We believe that clearly communicating the value of supporting the mission of Museo to Denver community members will achieve more contributions and community investment.
Before
After
What do users want when they come here?
💵
Make a community contribution
🤝
Mutual benefits i.e. business promo
💡
Cultural insight
Baseline for improvement
Usability Testing with Event Tracking
With the help of our team, we coordinated and conducted usability tests on the current website to measure the time required for users to locate key information including the mission statement and hours of operation.
Additionally, the team evaluated the number of clicks users needed to complete specific actions by analyzing user flows in tasks like signing up for a membership. By using this event tracking method to count each click and step as they worked through a scenario we uncovered:
3 out of 7 people tested took more than 60 seconds to find the organization's mission. That's a 57.14% conversion rate in under 1 minute.
During testing it was noted that users were confused about where information was nested and that existing navigation was unreliable.
It took users 8 clicks on average to find the membership sign-up page, one of Museo's main goals.
Improvements Validated By Research
Designing for simplicity
Reduce tabs by 50%
Simplify user flows by consolidating Navigation Bar.
Reduce click-path by 50%
Make key actions like signing up for a membership a focal point.
Highlight the 3 big actions
memberships, tickets and support
Showcase metrics
Build value by highlighting the Museo's community impact.
Clutter is killing the focus.
Content Audit
The team leveraged the findings from the audit to inform the design process, ensuring consistency and the preservation of key components throughout development.
Essential features - memberships, exhibits and donations
Current brand identity, style and tone
Content organization and hierarchy
Accessibility considerations
Small improvements - Big impact
These changes resulted in a cleaner interface and enhanced user focus, aligning effectively with our team’s objectives.
Reduced the number of tabs in the nav by 50%
Consolidated related pages. For example, 'Education' now includes summer camp, the leadership lab and programming for members
Highlighted the 3 big actions users may take - memberships, tickets and support
Ensured alignment with WCAG (Web Content Accessibility Guidelines).
Modern users scroll fast. We designed for that behavior.
Clear Headers
One Task Per Screen
Digestible Chunks
Improved Features
Focusing primarily on structure and functionality, I created low-fidelity wireframes for each new page using Figma. By acknowledging that dense text blocks reduce user engagement. I improved copywriting and economy of language enhancing content scannability.
I then constructed an interactive prototype to simulate the user experience, enabling testing and validation of user flows and interactivity prior to development.
Undeniably User Friendly
Testing validated that the updated user flows significantly improved usability, increasing task completion rate by over 50%.
To verify task efficiency, we retested users’ ability to locate the mission statement and complete membership sign-up. The graph illustrates performance data, with red and orange lines representing the original site layout and pink and yellow lines depicting the proposed redesign.
Style Guide
The style guide is a foundational document that consolidates all visual design components and UI elements. I developed a refreshed visual language, ensuring that all components and colors remained consistent with Museo's established brand identity.
Adding UI Elements
Buttons and components are enhanced with micro-interactions, including hover effects and dropdown animations, which facilitate efficient task completion and promote a more intuitive user experience by providing immediate, contextual feedback.
Mid-Fidelity Wireframes
I used the style guide as a comprehensive resource while developing mid-fidelity wireframes and responsive designs. Subsequently, we conducted usability retests to validate the effectiveness of our improvements prior to advancing to the high-fidelity iteration.
Responsive Design
Using Figma I used a 12 column grid for desktop and 8-column grid for tablet and 4-column grid for mobile to organize content, I created responsive designs of each screen in the flow.
Successful user interactions drive business success.
Reflections
This wasn't just a "make it look pretty" redesign. It was a strategic data-driven overhaul. We gave Museo's website clear structure, stronger brand presence, easier decisions for users.
Next Steps
Improve visuals - Introduce clean bold illustrations with strong contrast.
Improve storytelling - Create splash page animations using the sun logo and consistently using the "Sunny" mascot throughout the site.