MoMA Website Realignment

Project Manager/UI-UX Designer — E-commerce Website Realignment

MoMA Design Store is an online curatorial sales department of The Museum of Modern Art (MoMA) – one of the world’s most famous art museums in New York. MoMA Design Store websites needs clear viewing of content and ease of use for users. The current website does little to convey the strength of the products on offer. Understanding human behaviour while browsing the MoMA website or while making a purchase is an important aspect of this project. This proposes the realignment of the website’s strategic objectives and user needs as reasons to consider a site overhaul.

Client and Audience
Client is MoMA Design Store. The target audience includes teachers, influencers, designers, art students, art collectors and creative product buyers.

Design layout and development
The design and development are inspired by MoMA’s slogan that design should be accessible to as wide an audience as possible. In keeping with this principle, the design is clean with pictures and minimalistic text, as needed. The emphasis is on the creative products designed by MoMA design store. A UI pattern library which is a collection of user interface design elements was created that helped make the visuals uniform. Typeface used is Roboto and the colour scheme is black and white for the overall text. This helps the products stand out better. The other important elements on the website like Membership is coloured blue while Charity is Pink.

Outcome
Responsive website design for Desktop, Tablet and Mobile. Implemented through Html, Css3 and JavaScript – Front end coding languages.

Realigned Website Link

MoMA Process Book



SOLVE AND IMPROVE
  • Youtube subscribers
  • Connect Instagram account to website
  • Increase user retention rate for home page
  • Increase primary value drivers such as free shipping and low prices
  • Offer unique discounts and promotions to win Comparison Shoppers
  • Provide pickup discounts
  • Have a dynamic pricing tool
  • Use promotions with gamification
  • Offer discounts in exchange for repeat purchases
  • Conversation pieces and engaging, game-like items are popular
  • Less sales on website than physical store
  • Define the uniqueness of MoMA Design Store
  • Build the connection between online and offline experience (not just shopping)
  • Easy access to the background story of the products
  • Realignment of the information hierarchy
  • Make it easier to share the shopping experience
  • Easy access to membership information
  • No price listd on home page
  • Indifference of audience type
  • e-tailers should invest heavily in their ability to offer free and fast delivery. To win otherwise equal comparisons, e-tailers should also consider giving consumers the option to select what company delivers their order (20%) and the ability to see reviews from family and friends (10%). Technology driven offerings like chatbots, visual search, virtual reality (VR), and augmented reality (AR) move the needle too, but less so


    • STRATEGY
  • Inform
  • Educate
  • Promote
  • Visual accuracy
  • Follow trends
  • Built connections

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    Research

    The most crucial phase is the product research which is typically market and user research.
  • Market research is all about what people want— it is used to determine whether there will be demand for a product and provides a scope of what potential consumers want from it.
  • User research is a way to gain insights into user behaviours, needs and motivations— what is useful to people. It gets used when market research has discovered there is a demand for the product but needs narrower information on how it can be improved.
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    Analysis

    The purpose of the analysis phase is to extract insights from the data collected during the research phase and confirms the assumptions made are valid or not.
  • It helped us to understand and organise learnings into categories of ‘what’ users want, think and need and then begin to understand the ‘why’ they want, think and need that.
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    Statement of work

    After analysing user needs, A statement of work (SOW) document was created which is routinely employed in the field of project management. MoMA's SOW defines project-specific activities, deliverables and timelines for providing services for the project. It also includes detailed requirements and pricing.
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    Design

    When the user expectations/goals for MoMA were secured, and the business objectives were clear, we move through to the design phase.
  • An effective design phase is highly collaborative with key stakeholders, in particular and content teams.
  • This is an iterative process, we designers looked to validate any assumptions. Early experimentation makes updates so much easier and helps teams work towards a seamless user experience.
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    User Testing

    Once the high-fidelity designs were created, I tested the designs on end-users through a series of user testing sessions.
  • Usability testing is the most significant thing we can do when designing a user interface or trying to improve the user experience.
  • This is the most critical method of testing the product with real users—the key is not to test a lot of people, but did various cycles of testing.
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    Final Designs

    After User testing the final designs for MoMA website were created
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    Implementation

    The final Responsive Website Implementation starts up with Zurb foundation as a frame to set HTML page up. Then using CSS3, Javascript, and jQuery implement the final programming phase.
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    • “Varsha is always brimming with ideas. She's a talent powerhouse when it comes to art direction and design and I wouldn't think twice before approaching her for any design needs of mine. In fact, Varsha and I collaborated very often during my stint at GoodHomes, India magazine. She designed a lot of my stories, and we also worked on numerous photoshoots together. She was in fact, part of the leadership team that was also responsible for a complete design overhaul of the magazine. Varsha's greatest skill is her ability to listen first and that means her approach towards designing is both creative and solution-focused. A quality that sets her apart from many designers and art directors in her field. I strongly recommend Varsha for any of your design needs.”

      Content and Copywriter, Pia Sinha, GoodHomes

    • “Varsha's Concept Strategy meets the requirements of the statement of work. She Work at the technical and visual aspects of the MoMA project and did a good job in working with others and writing the documents for clearer direction.”

      User Experience Designer Professor, Holly Quarzo, SCAD

    • “Varsha does an amazing job on all her project. I feel so fortunate to have her as a student”

      Professor of Graphic Design, Melissa Kuperminc, SCAD

    • “Varsha is an insightful and talented UX designer. Her creative ideas have enabled us to launch a new product that provided a great user experience from the get-go!”

      Product Manager, Sneha Akula, www.knotsandvows.co.in

    • “We had a long journey; started from brainstorning to actual coding for MoMA realignment project. She was a beautiful devotion to our team!”

      Student MFA Graphic Design, Hyunju Jung, SCAD

    Creative Problem Solver

    I graduated with M.A. in graphic design and visual experience degree from Savannah College of Art and Design (SCAD) in Atlanta, GA on June 01, 2019.

    For me interaction Design is the creation of an experience between what and how a user uses something to achieve their goals. It is about making the technicalities of technology accessible and easy to understand for people.

    I am a curious, self-driven product designer who is passionate in emerging technologies, social good, advocating ux design across all fields of work, facilitating design education, bridging diverse communities, and being a role model for women and designers looking to grow in their careers. Learning together is the biggest superpower we can do to drive change. My passion for helping others comes from the guidance my mentors and design community have given me. Touched by their encouragement and willingness to teach me, I strive to do the same, whether it’s talking about my design experiences, teaching, and empowering teammates in collaborative settings as a leader with a big heart.

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