Atlanta History center used its website to inform potential customers about offerings at the museum and to sell tickets. Customers were frustrated that tickets could not be purchased same day. They were also confused by some of the museum's activities and other offerings. By fixing the information architecture of the site, improving the navigation, and allowing for same day ticketing, there was a 12% increase in ticket sales and a drop in the overall call volume to customer support.
I conducted surveys, interviews, competitive analyses, customer journey maps, and usability tests. Research determined users were confused by the overall layout of the website. They identified poor navigation labels as reasons they could not find information on exhibits and events. They also found that not being able to purchase tickets same day was highly inconvenient as many customers would not plan to go to the museum in advance and would often decide to go spontaneously.
Improved navigation allowed users to more quickly find the information they were looking for and by adding a call to action to the home page uses could find tickets more easily. I fixed the calendar component on the ticketing page which allowed users to purchase same day tickets. This was important as many customers would not plan their visit in advance.
Users were able to find information more easily and were able to purchase tickets same day. As a result, ticket sales increased by 12% and call volume to the museum for customer service related inquires dropped because customers were able to self-service their questions by looking online.
