CENTRUM SZTUKI DZIECKA
Unlocking growth: A strategic research roadmap for a cultural institution
Timeline
Jan 2023 - Jun 2023
Role
UX/UI Designer
Team
6x UX Researcher
1x UX/UI Designer
Project context
The Centrum Sztuki Dziecka website was difficult to navigate and contained unorganized information, creating a significant barrier for parents trying to find and purchase tickets. By leading a comprehensive, multi-method UX research project, I uncovered critical pain points and delivered a data-driven report with clear recommendations to improve the user experience and increase ticket sales.
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THE PROBLEM AND GOALS
From confusion to conversion: redesigning a flawed user journey
The primary challenge was a complex and unorganized website that hindered the main business goal: increasing ticket sales. For users, especially parents, the process of finding and booking events was frustrating due to a lack of clear hierarchy and buried information. The goal was to transform this experience into a clear, simple journey that would not only improve user satisfaction but also directly impact the organization's bottom line.
Centrum Sztuki Dziecka hero section
01
The logo and name “Centrum Sztuki Dziecka w Poznaniu” are difficult to read because they lack contrast against the light green background.
02
The vertical navigation bar on the left is unconventional and likely to be confusing for users. The links ("publikacje," "scena wspólna," "nasze projekty") are rotated 90 degrees, making them hard to read and scan quickly. This design choice is poor for accessibility and goes against established web conventions.
03
The social media icons on the far right are tiny and vertically stacked. This placement is not standard, and they are easy to miss.
04
While the hero text is a welcoming statement, there's no clear, actionable button (e.g., "See our program," "Buy tickets"). Users have to navigate through the horizontal menu to find what they're looking for, which adds friction to the user journey.
THE PROCESS
Identifying barriers to engagement
The primary challenge was to understand how users interacted with the website and to identify specific problems or difficulties they encountered. Our research focused on two key areas: the ticket purchase process and the overall perception of the center's mission and activities. Working as part of a dedicated team, I contributed to a multi-faceted research approach that included:
1
Desk research
We analyzed existing data and reports on family engagement with culture and art to gain a broader understanding of the context.
2
Benchmarking
We compared the website to similar cultural institutions to analyze how they present information, programs, and navigation.
3
UX audit
We evaluated the website's usability based on Nielsen's 10 Heuristics.
4
Surveys
We used surveys to understand the needs and preferences of parents and guardians. We received 95 responses, with 92% of respondents being women.
5
In-depth interviews (IDI) & usability tests
We conducted 13 research sessions with parents who actively participate in cultural events with their children. These sessions examined how they choose cultural institutions and events, search for information, and their impressions of the website.
6
Analytics
We utilized Google Analytics to understand user behavior, such as which subpages were most frequently visited.
RECOMMENDATIONS
The research provided clear, data-backed evidence of user pain points, which I translated into a strategic roadmap for the organization.
Our research uncovered six critical areas of difficulty for users. By addressing these issues, the institution could significantly enhance its digital presence, making it easier for parents to find and book events, and directly contributing to its business goals.
1
Homepage
The main banner and its title were not clickable, and the banner image was not responsive. Additionally, the program section was placed too low on the page.
2
Calendar
Users had difficulty understanding the calendar's display and filter functionality. We recommended making the calendar more intuitive by using a clearer layout, such as a weekly or monthly view, and by improving the filtering options.
3
Event page
The event descriptions were often long, dense blocks of text, and the price information was not placed prominently enough on the page. We recommended breaking up the text into smaller, digestible sections and placing key information, like price and date, at the top of the page.
4
Price list
The information hierarchy was unclear, and the pricing was often ambiguous, causing users to question what the stated price included. We recommended a clear, well-structured price list.
5
Educational materials
Users had trouble finding these resources.
6
Navigation
Users found it difficult to navigate the site overall.
RETROSPECTIVE
A great project is one you learn from, and this project was a masterclass in turning a strategic challenge into a rewarding experience.
This project taught me the power of a single, well-executed research plan to untangle complexity and drive an entire product strategy.
Embarking on a project with a convoluted website and a multitude of business and user goals was a daunting challenge. I learned firsthand that the most difficult part of the process is not the design itself, but the intensive, all-day work of conducting interviews and untangling the initial mess of information. It was through this rigorous UX research that the path forward became clear. This experience solidified my belief that a solid research foundation is what makes the design process not just possible, but genuinely impactful. I also learned the true value of working with a team; our collective efforts made the process significantly more efficient and the final outcome much stronger.
Taming complexity
This project taught me how to systematically approach a complex problem with a layered research methodology and to find a clear path forward where others saw only chaos.
The power of data
I learned that data from user interviews and usability tests isn't just a deliverable; it’s the most powerful tool for aligning business goals with user needs.
Empathy in action
The project reinforced the importance of understanding users' frustrations on a deeper level. By experiencing their pain points directly, I was able to advocate for a user-friendly solution.
Validation of process
This experience confirmed that investing time in thorough UX research and analysis upfront saves significant time and effort during the design phase, making the entire process more efficient and effective.