Museum of Design Atlanta needed to re-think an information architecture muddied by years of one-off additions.
CLIENT
Museum of Design Atlanta
SKILLS
Card Sorting, Competitive Analysis, Keyword Content Redesign, Information Architecture, Axure
Team
Jess Lewis, Maria Royal
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Collaborating closely with the Museum of Design Atlanta's marketing guru and copywriter, Maria Royal, we co-created solutions backed up by qualitative research. A perfect blend of marketing and research expertise, we were able to create an innovative information architecture that increases navigation clarity in the brand's voice.
What we did:
1.
Laid out the information architecture, as it existed, in a visual diagram in Axure.
2.
Conducted a competitive analysis of like arts organizations. We first focused on local organizations, then nationally leading organizations, then nationally on organizations with similar brand voices. We synthesized this feedback to inform potential approaches that we presented to the Executive Director and Associate Director.
As the original website didn’t have L2 overview pages that would show on click of main navigation item, I proposed and presented a mock of what an L2 page might look like within the current web design system.
A mock I created to propose the use of L2 pages on click of main navigation item.
3.
After presenting to stakeholders, we took their feedback alongside our findings and decided that further feedback was needed. I designed a card sorting exercise that all internal teammates participated in anonymously. We took this feedback, synthesized it, and used it to inspire a whole new approach to the information architecture that would set us apart from like organizations.
We cycled through one more iteration with our primary stakeholders, honing down to our current action-based information architecture. Together, we developed an informed web navigation system and language that increased findability of lucrative events.
