Museo De Las Americas
Website Redesign
Website redesign for local art museum.
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.
Role
UX Designer
Timeline
1 Month, April 2025
Skills
User Research
Wireframing
UX/UI Design
Style guide and design system dev
Component design
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
Baseline for improvement
I began by conducting usability tests on the current website to measure the time required for users to locate key information, such as the mission statement and hours of operation. Additionally, I evaluated the number of clicks users needed to complete specific actions, including signing up for a membership.
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.
It took users 8 clicks on average to find the membership sign-up page.
Recommendations
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.
What do users want when they come here?
Make a community contribution
Mutual benefits i.e. business promo
Cultural insight
Clutter is killing the focus.
A quick content audit of the original site identified
Essential features - memberships, exhibits and donations
Current brand identity, style and tone
Content organization and hierarchy
Accessibility considerations
The team leveraged the findings from the audit to inform the design process, ensuring consistency and the preservation of key components throughout development.
Small improvements - Big impact
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).
These changes resulted in a cleaner interface and enhanced user focus, aligning effectively with our team’s objectives.
Modern users scroll fast. We designed for that behavior.
In collaboration with the team, I created low-fidelity wireframes for each new page in Figma, focusing primarily on structure and functionality. The objective was to enhance content scannability, acknowledging that dense text blocks can hinder user engagement.
We rewrote the content flow to include
Clear headers
Digestible chunks
One job per screen
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
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. Testing demonstrated that the updated user flows significantly improved usability, reducing average task completion time by over 50%.
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 and Latest Iteration
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.
Reflections
This wasn't just a "make it look pretty" redesign. It was a strategic 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.