Visitor Experience
Transforming the digital experience for the Art Gallery of Hamilton
In collaboration with the Art Gallery of Hamilton, I led a UX research and design initiative to reimagine their digital services for thousands of visitors, members, and sponsors. By conducting in-depth user research, including interviews and usability testing, I identified key pain points and opportunities for improvement. The redesign focused on creating an intuitive, visually engaging, and accessible platform that enhanced navigation, streamlined membership services, and showcased exhibitions effectively.
Role
Lead Designer
Timeline
3 Months
Tools
Figma
Sector
Non-profit
Problem
Outcome
The redesigned platform improved navigation, membership services, and exhibition showcases.
Persona
To better understand visitor experiences at the Art Gallery of Hamilton (AGH), we conducted 10 in-depth interviews and surveyed 300 participants. Our research revealed key audience segments, leading to the development of Violet, a persona representing socially engaged art enthusiasts who seek meaningful and accessible cultural experiences.
Experience Map
The experience map highlights Violet’s journey at AGH, from discovery to visit. While excited, she faces challenges with website navigation, parking, and wayfinding but enjoys the exhibits. Key improvements include better site structure, clearer signage, and interactive elements for a smoother experience.
Visual Identity
Accessible Design
Layout Grid
Outcome
The new design system transformed the Art Gallery of Hamilton’s digital presence, replacing fragmented components with a unified, scalable, and accessible solution. Key results included:
Improved Accessibility: Achieved compliance with WCAG standards, making the website more inclusive for diverse users.
Enhanced Usability: Simplified navigation and consistent design elements improved the overall user experience.
Brand Alignment: The cohesive design system reinforced the gallery’s identity as a modern, inclusive cultural space.
This project not only addressed technical challenges but also set a foundation for the gallery to grow its digital presence and connect with a wider audience.
