Atlanta History
Center

History Lives Here!

iphone

Project type

Redesign Atlanta History Center’s digital mobile presence.

Role

Project designer 

Duration

December 5, 2019 – December 18, 2019

Methods & Tools

Survey, Research, C&C Analysis, Sketch, and Invision

Practices

User Research, UX Design, Prototyping, and Interactive Prototyping

Teammates

*Disclaimer: I am in no way affiliated with Atlanta History Center

Business Background

The Atlanta History Center is located on one of Atlanta’s most vibrant neighborhoods where the stories, mysteries, and crusades of our region thrive. The 33-acre experience features award winning exhibitions, historic houses, enchanting gardens, interactive activities and a variety of year-round adult and family programs.

The Atlanta History Center was founded on the big ideas of 14 Atlantans who were emphatic about Atlanta’s historical relevance in history. In 1990, after decades of collecting, researching, publishing, and celebrating the early stories of the Southern community. In 2016, Atlanta History Center developed a new strategic plan that aligns with their vision statement to connect people, history, and culture. 

Problem– 

  • Visitors can’t find clear information about the different ticket options. 
  • Users of the AHC website had difficulty navigating through the checkout process.
  • Users had trouble locating information on exhibits.

Probable Solution– Focusing on the digital experience, our research showed that visitors go to Atlanta attractions for events and exhibits. They prefer to go with friends and family, and the majority buy their tickets online before going. 

The Ux team will focus on the ticket purchase experience and the ability of users to find information on exhibits. 

Based on site interviews, visitors’ lack of knowledge of the Atlanta History Center is a problem that marketing would need to address. 

Comparative Ticketing process-

  • Eventbrite- Events that are clearly labeled. Also simple and short checkout process with info dropdown. 
  • Fandango- Clear navigation, only required to have email address and payment detail when checkout at as a guest. 

Competitors- 

  • Georgia Aquarium
  • Atlanta Botanical Garden
  • Fern Bank
  • High Museum

Survey

We came up with 10 pre-screener questions via Google forms and then sent out the form on social media. We allowed ourselves 24 hours before closing the form.

*Survey’s were sent on reddit to the following subreddit: #Uxdesign, #Atlanta, and #Georgia

After the 24 hour mark, our group did an analysis on the feedback. 

Affinity Mapping

Affinity mapping helped us gather large amounts of data and organize them into groups or themes based on their relationships. The methodology is great for grouping data gathered during research or ideas generated during brainstorms. It is also important to understand that during this exercise, you should be using qualitative data.

Detailed C&C Analysis

Comparitive Analysis

Competitive Analysis

Site Map

Research suggests that our uses primarily look for the following tabs i.e., visit us, exhibits, events, about us, and tickets.  The yellow boxes indicate the primary form of navigation while the teal color describes the sub categories. 

Design Specifications

The user flow would allow our design for the app to be thorough, identifies errors at the start, and save time in our prototyping phase.
  • Improve navigation to locate the Cyclorama and it's detail page
  • Clear call to action button to purchase ticket
  • Improve information architecture of the checkout process

Userflow

Design Studio

Wireframes

Iterations

Cyclorama Detail Page

First prototype encased Lorem Ipsum. User testings proved that even with Lorem Ipsum text, they found it hard to really know what the, “Cyclorama”, really is. 

Cyclorama Detail Page

In my first round of testing, most of my users felt that they could choose a time selection and then be brought up to the ticketing page. There was much confusion and the success rate was below 20%. 

Ticket Page

Through the usability testings, I found that users would ask themselves whether the general admission ticket was included with the Cyclorama ticket price or not.

Review page

Almost 85% of usability testing, they have commented on wanting to edit any prior entered data to refer back to. 

Confirmation page

At first, most of my users were very confused on the confirmation page. They really didn’t understand how they were suppose to go in- once they purchased their ticket online. 

Prototype

Style guide

Mock ups

What next?

I would like to do additional research to expand userflows. I would also like to go ahead and build out some of the other pages i.e., visit us, events, and about us pages.

Insight

This case study has helped me grow as a UX designer. We are often put into situations where we are unfamilar with the subject matter; but nontheless, this case study has give me the knowledge to understand how to go about and really analyze the data that we are given.

Conclusion

Atlanta History Center has been in Atlanta since 1926. Atlanta History Center has been part of the Buckhead community and found its home there. Though many people come to the Atlanta History Center for different purposes, there are quite a few people that don’t know their sub attractions (i.e., Swan House, Margaret Mitchell House, or even the Smith Family Farm are all part of Atlanta History Center. Though we did an onsite visit and spoke with a couple of employees, we have found that most of their users struggle to purchase tickets on their mobile website, My team and I wish to revisit this case study and do more research. 

©2020 Danny Nam. All Rights Reserved.