Poli15 uffizi - 2016-02-03

Yi Cui - Francesco D’Agostino - Ke Mu

UFFIZI GALLERY WEBSITE ANALYSIS

USABILITY FOR ART’S SAKE - Uffizi Gallery Website Analysis

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INDEX

Introduction

Personas

Tasks

Parameters & Analysis

Redesign proposal

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13

47

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Description of our customer website and competitors benchmark websites.

Who are the website users? Description, behavioural data and brief use analysis

What is the website used for?Brief task description followed by a deeper task analysis

Introduction of parameters & evaluation of the websites according to them

How to improve the website?Some advices and sketches for the future website

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Websites

Customer SiteUffizi Gallery

Benchmark SitePalazzo DucaleMoMAVan Gogh MuseumDenver Art Museum

Uffizi Website Purposes

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5

INTRODUCTION

Main Index ^

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WEBSITESWe decided to make an analysis on art museum and gallerieswebsite because we think that a better usability can improve the whole museum experience for millions of visitors.

Customer Site

UFFIZI GALLERY uffizi.firenze.it

The site we want to improve is the official website of Uffizi Gallery.Uffizi Gallery is one of the largest and most visited museumsin the world, having 1,8 millions visitors in 2013 (being the 25th in the world).Located in a 16th century building in Florence, it is famous for being the home of many masterpieces of the italian Renaissance.

Benchmark Sites

Palazzo Ducale palazzoducale.visitmuve.it

A museum with temporary exibithions located in a palace built in Venetian Gothic style. It’s the second most visited art museum in Italy after Uffizi Gallery.

MoMA moma.org

The Museum of Modern Art in NY is one of the most influential museum in the world, for his collection and influence on contemporary art, but also for the way it is administrated.

Van Gogh Museum vangoghmuseum.nl

Van Gogh Museum is a good example of how you can deal with classic art in a modern way.The amount of visitors per year is also similar to the one of Uffizi Gallery.

Denver Art Museum denverartmuseum.org

The DAM is not as famous as the other three benchmarks but it shows how you can do a great job without spending the amount of money of MoMA.

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Gallery Purposes

The gallery main purpose is to provide a connection between visitors and art pieces, between past and present. It preserves and, above all, it discusses, interprets and displays items of artistic and cultural significance. Its main focus is not the paintings, but the visitors. The gallery should not be confined in a physical location but it should aim to reach as many people as possible, and a website could effectively serve to this purpose.

Website Purposes

-Cultural RoleWe stated that the gallery should be a link between the established past and the innovative/experimental present, between works of art and people. Our website should convey this vision to the wider audience that can be reached through the internet. It should give website visitors keys and tools to interpret the past, not only by showing art pieces but also by explaining them, showing the importance of the Renaissance period and the influence it has in the way we see the world today.Goals: Being relevant in the contemporary cultural world, not only in a “scholar” way, but by providing information and stimulating the debate on the actual world and his relationship with the past.[I.e: MoMA has an R&D department]

-Informative RoleOur website is the first way a potential customer approaches the gallery. We must give him all the information he needs to plan and enjoy his visit.Goals: Show what the gallery has to offer: collections, exhibitions, maps, hours, educational projects, children and schools activities, etc.

-Commercial RoleThe gallery must be able to maintain itself, rising founds to invest in the other two purposes.Goals: sell tickets, reproductions of paintings, books, and promote tourism in Florence and Italy.

Back to Top ^Main Index ^

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PERSONAS& USE ANALYSIS

Jack Smith Middle-aged tourist

Aaron Davis Young tourist

Caterina Ghezzi Teacher

Diane Joubert Journalist

Helen Jones Art student

Yuki Koizumi Scholar

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9

10

11

12

Main Index ^

Personal Data

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JACK SMITH TOURIST WITH HIS FAMILY

Jack is a manager of a small company. He lives in Liverpool with his wife and two sons, one is 7 years old and the other is 5.Mr. and Mrs. Smith love travelling, because through their travel they can see different cultures and improve their relationship.

Behavioural Data

Jack is interested in art but he didn’t want to spend the whole day in the art gallery because they only have 7 days in Italy and 2 days in Florence. Also it is very tired and boring for his children to visit the gallery the whole day. So he wants to spend half a day visiting the Uffizi and just go to see the most famous paintings there.

Jack likes to get information of exhibitions online when he plans the journey at home. And he would prefer if he can buy tickets and/or make an appointment on the official website so that he would save more time to get into the museum instead of waiting in the queue for hours and listening to the complains of his wife and children.

Goals -Buy Tickets online-Plan visit-Use a mobile map inside the gallery

Use Analysis

Jack is trying to buy tickets online.

-He gets to the site through a search engine and selects the english language.He’s upset seeing that not all the parts of the website are translated, some of them are still in italian!

-He clicks on the “Hours and Tickets” link.Here he finds some information on the Uffizi Gallery and on all the other museums, parks and villas in Florence (information he doesn’t need).

-He clicks on “Online Booking”.He’s redirected to another site (which language is italian), he looks for the language button at the top (where he thinks the button would normally be) but after he looks down the whole page he finally finds the “English version” button. Then he returns to the top and get into the page.

-He has finally reached the shop page where he can select the day, the hour and pay.

name Jack Smith

age 40

city Liverpool - UK

employment Manager

MIDDLE-AGED TOURIST

Personal Data

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Aaron has finished high school and wants to take a gap year. He has never been outside the USA so he decides to go to Europe to begin his gap year journey. He travels around with trains and by hitch-hiking to have fun in most of the European main cities.

Behavioural Data

Aaron is making a raw plan of his journey.

He’s not really interested in art, but he needs to prove to his parents that he’s not wasting his time.

He’s good at using technology but he prefers to go around and talk with people so he needs basic accessible information like ticket prices, where to buy them in a ticket office and how to reach the museum.Probably he will take apart his purpose of visiting the museum when he’ll see the queue at the ticket office.

Goals -Check ticket prices-“Get there” information-Check queues

Use Analysis

Aaron wants to know the location of the ticket office and how can he get there by bus

-He can find the gallery hours in one click by going on “Hours and Tickets”

-He can find the “how to get here” info only after following this path: Uffizi main page (that, for some odd reasons is the same homepage for all the museums of Florence, even if the website is called “Uffizi”) -> Museums -> Uffizi gallery -> Info, under the curriculum of the museum director.There is not a map.

name Aaron Davis

age 19

city Orlando - USA

employment Unemployed - former Student

YOUNG TOURIST

Personal Data

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Caterina is a high school teacher.Her class is studying the Renaissance period and she wants to bring her students to watch the art masterpieces of that time.

Behavioural Data

Caterina is not so familiar with technology and websites.

She searches the website in order to get some simple information like group visits and tour guide prices, opening hours, how to get to the museum and discounts for school groups.

Caterina’s not accustomed to online trading, so she looks for contacts (telephone number or email) to directly communicate with the museum staff.

Goals -Reserve Tickets online-Get information (group visits, tour guides, opening hours, public transport, etc)

Use Analysis

-She tries to find some contact information online, and she spends a long time to find the “contact” button below. It is too small to be found especially for a mid-aged women who needs to use reading glasses.

-Then she clicks the “contact” button on the right and she realizes that she can write a e-mail or simply ask something online, but she feels more comfortable using telephone but she doesn’t know which department she can make a call for her information of class activities.

-Then she clicks the “Sezione Didattica”(Education Service) and she finally finds three telephone numbers that she can call.(Caterina is Italian so she use the Italian version. But there is no English version for this Education Service webpage, it is very inconvenient for foreign schools.)

name Caterina Ghezzi

age 51

city Siena - IT

employment Teacher

CATERINA GHEZZIHIGH SCHOOL TEACHER

TEACHER - OLD TOURIST

Personal Data

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Diane is a 27-year-old journalist who writes for the “Culture et Ideès” section of the Paris-based well-known newspaper “Le Monde”.She studied literature at the “Paris-Sorbonne” university and she lives in Paris.

Behavioural Data

As her job may suggests, Diane is well acquainted with technology: she surfs the internet a lot doing researches and she always carries her iPad and smartphone with her to write down her thoughts and take pictures for her articles.

She expects to find both the generic and specific exhibition information she needs on a well-organized and “stylish” website.

She’d like to check the generic one during her stay in Florence and use them as a reference for her review when she gets home. She’d like to contact the director of the exhibition through the specific one if she has any question.

She needs to plan the visit beforehand to fit her agenda (and maybe when the gallery is not too crowded) and an APP (or a guide) to provide her additional information while she’s visiting the exhibition.

Use Analysis

Diane is looking for exhibition information, director and curator contacts for interview and other press stuff.

-A little upset by the absence of the french language, she goes in the “Exhibions” subsection of the site.In which all the exhibitions from all the galleries and museum in Florence are shown together.

-Once she has selected one exhibition she notices that there are only few information and they’re in italian.

-The Press Area is in italian only [with a section named “test” and a paragraph “test” in it] and it contains only some word files, pdf or images with the title of the related exhibition but no description at all.

name Diane Joubert

age 27

city Paris - FR

employment Journalist

JOURNALIST

Goals -Access “Press Area” to get detailied information, contacts and pictures for her article.-Plan her visit.

Personal Data

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HELEN JONESWANTS TO BECOME AN ARTISTHelen is Australian and she loves the art atmosphere in Italy and especially in Florence so she moved to Florence two years ago and started learning oil painting in an art school. She loves visiting art galleries since a very young age and this is another reason why she chose to study art.

Behavioural Data

Helen would love to spend a whole day in the gallery to watch, learn and copy the paintings there.

She would like to visit more museums and more exhibitions as possible.

She always gets information for the exhibitions and tickets online. She thinks it is the easiest way. And she would like to have a very clear map (maybe a PDF or an APP on the smart phone) to make sure she can watch the whole exhibition.

Goals -Buy Tickets online-Plan visit-Use a mobile map inside the gallery-Check paintings and artists info-Check queues

Use Analysis

-She gets to the site through a search engine andselects the english language.She found out that not all the parts of thewebsite are translated, some of them remains initalian. Her italian is not very good but she thinks it is acceptable. However she still thinks that this is not so convenient.

-She clicks on the “Hours and Tickets” link.Here she finds some information on the UffiziGallery and all the other museums, parks andvillas in Florence. She really likes it because she wants to see more exhibitions. But soon she realizes that the webpage is a mess, she cannot get more details of all those museums.

-She clicks on “Online Booking” the title but failed, there is no link.She tried the picture below then she gets into that page.She’s redirected to another site, she finds that the map of the gallery is not so clear. Then she search the whole website trying to find a map inside.Then she finally find a virtual map in “museums”. So many people wouldn’t even know it exsists

name Helen Jones

age 21

city Melbourne - AU

employment Art Student

ART STUDENT

Personal Data

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YUKI KOIZUMI NEEDS INFO FOR HER DEGREE THESIS

Yuki’s studying semiotics and art history in the University of Osaka, in Japan. She likes 15th and 16th century art and she’s writing a thesis for his course.

Behavioural Data

Yuki needs information for her thesis about the representation of women during the Renaissance.

She has been in Italy before, but she cannot afford another journey. So she’s searching the Uffizi Gallery website in order to find detailed and precise information about paintings and artists.

She also would like to have some bibliography or reference of books and critics who have written on the Uffizi paintings.

Goals -Check detailed paintings and artists information-Consult archives, publications and other references-Buy books (use the store)

Use Analysis

Yuki’s looking for detailed information for her researches.

-Yuki enters the site and clicks on “Digital Archives”. Unfortunately all the archives and the search engines to find works are in italian.She goes on anyway with google translate: there are many huge archives with a lot of pictures of paintings, the navigation is difficult and the descriptions are useless.

-She notices that there’s a link to a Google Art Project about the Uffizi Gallery but that doesn’t have the detailed information she needs.

-Yuki gives up and looks for another website that can provide her the information she needs

name Yuki Koizumi

age 23

city Osaka - JP

employment Student

SCHOLAR


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TASKS

Task descriptionsScheme of tasks

Buy TicketsUffizi GalleryMoMAVan Gogh MuseumPalazzo Ducale di Venezia

Check exhibitions infoUffizi GalleryMoMAVan Gogh MuseumDenver Art MuseumPalazzo Ducale di Venezia

Access press areaUffizi GalleryMoMAVan Gogh MuseumDenver Art MuseumPalazzo Ducale di Venezia

Look collection infoUffizi GalleryMoMA

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212225

26

29303233

35

36384041

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Main Index ^

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Task Descriptions

Commercial Tasks-Buy tickets: buy tickets online with a credit card or reserve them to withdraw at the gallery.-Check tickets price: verify tickets price to eventually buy them in place.-Check queues: verify ticket disposability on a calendar and number of people in queue at the gallery.-Shop online: buy books, publications, painting reproductions and other goods from the online shop.

-Informative Tasks-Events and exhibitions info: get information about a temporary event or exhibition in or outside the gallery, currently being held or in program.-Collection info: information about the permanent gallery collection.

-Children and school activities: description of dedicated tours and workshops.-Guides: info about audio/video or tour guides. Eventually book them.

-Learn & Explore Tasks-About and gallery purposes: show what the gallery does and what it offers (expecially useful for users who randomly reach the website).-Collection researches and archives: get detailed info about paintings, authors with bibliography and publications or essays on the matter.-Press Area: information and pictures for newspaper or blog articles.

-Mobile: mapping and information services for mobile users (especially when they’re inside the gallery).

TASKSA gallery website tasks

As explained in the introduction, a gallery is a complex system that serves many purposes and offers a various number of services.To simplify and better describe the tasks, we divided them into three main categories (that could be also useful to define the website future structure) following the three main purposes described in the introduction of this document:

-Commercial Tasks are the tasks by which the customers approach the website to buy and reserve tickets or to purchase other goods online.

-Informative Tasks serve to provide the potential customers with all the information they need to visit the gallery and enjoy the whole experience it has to offer, before and during the visit.

-Learn & Explore Tasks are the tasks that refer to the cultural role of the gallery, teaching and explaining the importance and relevance of art in our society.

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Co

mm

erc

ial

Task

s

Tasks

Buy Tickets

Check ticket prices

Shop online

Single

Group

Online

Online

Store

Store

Personas

Yuki - 23Student

Helen - 21Artist

Caterina - 51Teacher

Diane - 27Journalist

Aaron - 19Tourist

Jack - 40Tourist

He needs to buy tickets for his fami-ly and skip queues

He’s visiting the city so he’ll buy tickets at the store

MaybeYes No

She wants to reserve tickets and withdraw them in place

She wants to buy a single ticket

She looks for a “season ticket”

She’s not going to visit the gallery


Maybe, she would like to buy some books for her research

She can buy items in the gallery store



He can buy items in the gallery store

He can buy items in the gallery store

TASK TABLE

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Info

rma

tive

Ta

sks

Tasks

Events & exhibitions info

Collection info

“About” page

Check queues

Children and school activities

Guides

Personas

Yuki - 23Student

Helen - 21Artist



Aaron - 19Tourist

Jack - 40Tourist

See how many people are waiting in the queue, without going to the gallery.Check if there are any remaining tickets for the day.

This page is usually used by users who randomly reach the page while surfing the web.

MaybeYes No

She would like to reserve tickets on a not too crowded day, but probably she’s not able to do it at the current site state

He would like to check the queue because he’s not planned his visit.

He’s not so inter-ested in specific information

He’s not so inter-ested in specific information

He has already reserved tickets for him and his family.

She wants to go to the gallery when it is not too crowded because she wants to draw

She wants to go to the gallery when it is not too crowded because she have to write notes for her article



Maybe for his children

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“Le

arn

& E

xplo

re” T

ask

s

Tasks

Collection research and archives

Resources (pubblications, books, essays)

Preservation

Mobile APP

Press Area

Personas

Yuki - 23Student

Helen - 21Artist



Aaron - 19Tourist

Jack - 40Tourist

Section in which the gallery shows itself, displaying how it preserves its collection.

MaybeYes No

She could gather some info for her lessons

She could gather some info for her lessons

The App is useful for visitors. Outside the gallery they’ll use the website

She could be in-terested if she have chosen to study “restoration”

For her researches

For her researches


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BUY TICKETSTask: Buy tickets online with a credit card

NotesActionsUffizi Gallery 6-7 clicks

-In the home page, click “Hours and Tickets”

-Click on “Online booking” or “Buy tickets online”

-It’s good to have the “Firenze Card” link here.

-There’s no need to have two links to the same resource in the same page, that will lead the user to think “are they different or the same thing?”


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-Select “Uffizi Gallery”.

-Change Language to english if you don’t understand italian.

-Click on “Acquista” or “Buy Tickets”.

-Usual problems: language changing (the button is a little hidden too) and repetitive museum selection.

-Obviously the user, at this stage, wants to buy a ticket, otherwise he would have stopped the process before. The double buy request should be put during the payment process and not before.This can be done a lot faster.

NotesActions


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-Click “Acquista” or “Buy Tickets” again.

-Choose the date, check availability and buy.

-There’s no need to ask confirmation to buy three times.

NotesActions


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-Click “Buy your ticket online”.

-Fill the form.

-Immediately visible.

The form will guide the customer step by step to the ticket purchase.It is well studied (with good error handling) and provides all the information needed.

NotesActionsMoMA 2 clicks


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-Click on “Book tickets”.

-Choose the type of visit.

-The Van Gogh Museum website has only three clearly visible options.

-This website is the only one that shows school tickets aside single and families ones.

NotesActionsVan Gogh Museum 3 clicks


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First option: single and family tickets:

-Choose your tickets and buy.

Second option: group visit.

NotesActions


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Third option: school visit.

-You need to follow and compile a guided form.

NotesActions


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-Click “Buy your ticket online”.

-Choose the type of ticket and buy.

-Immediately visible.

NotesActionsPalazzo Ducale 2 clicks


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NotesActionsUffizi Gallery 6 clicks

-Click “Museums”

-Select Uffizi Gallery -You have to do these two passages everytime for every task. Probably it is more user-friendly to make one website for each museum, giving the option to choose more than one museum in the ticket store.

Task: Check exhibitions and events informationEXHIBITIONS

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NotesActions

-Click on the first exhibition.

or

-Scroll down to get the full event list.

-There’s no quick description and titles are written in Italian

-The part on the right is always in Italian

-Events titles are in Italian. Some of them are actually not events (“Disponibili anche in Inglese le nuove mappe della Galleria degli Uffizi” is completely useless written in Italian...)

-As far as we can see, exhibitions and events have no intelligible order. Events located outside the museum are mixed with the ones inside the museum and with various other announcements.


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NotesActions

-Change language to English

-Click to visit the website of the exhibition.

-After you change language, description disappears

-So, if you’re not Italian, you don’t know that this exhibition is located in Oxford, and will be moved in Florence only on February 2016.

-Description disappears.


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NotesActions

-You’re redirected to a website that apparently has nothing to do with the Uffizi Gallery. (It is actually the website of the partner the exhibition has been held with)You find out that the exhibition is made in collaboration with the Uffizi but it takes place in Oxford.

-Click on the exhibtion you’re interested in from the slideshow.

-Current Exhbitions are all displayed in the home page.

MoMA 1 click


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NotesActions

-Read a long and detailed description.

-If you’re interested there’s a link to buy tickets,

Click “See What’s On”.

Van Gogh Museum 2 clicks


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NotesActions

-Choose the exhibition or event from the list.

-Read the description and plan your visit.

-The classification is simple and clear and dates are shown effectively.


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NotesActionsDenver Art Museum 1-2 clicks

-Click on the exhibition you’re interested in or on the “Current Exhibitions” link to have the full list.

-You will be redirected to a subsite with all the informations about the exhibition.

The exhibitions are very clear and people can understand them easily. With Different type of homepage each exhibition has a picture and when the mouse passes by the picture would turn and show the detail on the back.The homepage is colourful.Had very clear “coming soon” advance notice.

-Every exhibition subsite has its own graphic style.


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NotesActionsPalazzo Ducale 2 clicks

-Click on “Exhibitions”.

-Click on the exhibition title you’re interested in.

-The drop-down list saves you one click and some task time.

-The list is clear and easy to read.


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NotesActions

-Read the description -Every exhibition-related activity has a link on the left of this page.



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NotesActionsUffizi Gallery

Task: Reach the pages with press info and utilities, get basic information for an exhibition

4 clicks, 1 form, 1-3 downloads

PRESS AREA

-In the home page, click “Press Area”

-Fill up the form

-Click “Accedi”

- The Press Area is only in Italian

-You can fill up the form with random letters and, if the random-letters email is formatted correctly, you can access the area.


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-Click on the file you need (if you’re able to find it)

-Download information from the repository

-There’s an amazing “Test” subsection, really useful.

-The press area consists in a list of .doc, .png, .jpg and .pdf files with no description (except for the title) and no preview.

-The information are for all the three museums of the “Polo Museale Fiorentino” in one place.

-There are no categories by which you can sort the information or refine your research.

-There is no search engine so you have to use the browser one.

NotesActions

MoMA

-Scroll down

-Click “Press”

-The button is a bit hidden

3 clicks


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-Search the new you’re looking for

or

-Click the new you’re looking for if it’s in the featured or recent news

-You can get all the information you need. The registration is required only if you need to download HD images.

-There’s a good integrated search engine.

-The information are well divided and organized

NotesActions


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NotesActionsVan Gogh Museum 5 clicks

-In the home page, click “Menu”

-Click “Discover More”

-Click on “News”, “Press releases” or “Press Photos”

-Not intuitive

- No need to login to get information or photos.

-All the press utilities (including press visit) are in one place.


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NotesActions

-Click on the new you want to read

-Get the information you need - There are both general and additional information, and a link to the tickets page.


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NotesActionsDenver Art Museum 2 clicks

-Scroll down

-Click “Press Room”


-Search the new you’re looking for using the search button

or

-Click the new you’re looking for if it’s in the featured or recent news


-The information are well divided and organized.

-Registration required for HD images download.


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NotesActions

-Get the information you need -There are a lot of information with links to external resources and insights.

-There’s a button (at the bottom of the page) to download the whole page as pdf.

Palazzo Ducale

-Scroll down

-Click “Press Room”


-Unfortunately, to access the press room a registration is required. To apply and get credentials you need to send a request to a mail address.

x clicks



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COLLECTIONSTask: Get information about a specific author or painting

NotesActionsUffizi Gallery 5 clicks, 1 form

-In the home page, click “Digital Archives”

-Choose an archive - in our case “Catalogue”.

- There are many archives, maybe they could be better organized.


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NotesActions

-Click on “Ricerca opere d’arte” (if you can understand italian, otherwise you have to stop here).

-The button is small and hidden.

-There’s no possibility of using these pages in english.

-Fill the form.

In this case we first wrote “Venere” as name and “Botticelli” as author, and the website displayed nothing. Writing “Botticelli” and manually searching for the “Nascita di Venere” painting got the job done.

The form is complicated, seeming to be designed for Uffizi Staff or people used to museum cataloging.

There are also some functions that can be done directly by the server instead of being done by the user (i.e. you have to select if you’re writing a single word or a phrase).


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NotesActions

-Click on the painting. -There is no visible hierarchy: the title size is the same of other texts.

-Specific note: one of the most famous paintings of the entire gallery is in the last page of all the Botticelli paintings.

-Look at the paintings -The only description is the general type of the arctifact (“painting” in this case). They could have written at least “oil on canvas.

-The picture’s quality is not acceptable.


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NotesActionsMoMA 3 clicks

-Hover “explore” and then go on “all works”.

-There’s an entire section dedicated to the museum collection

-Type some keywords.

-The research can also be refined with additional parameters.

-Click on the painting you’re looking for.


-The information are well divided and organized.

-The displayed images are updated while the research is refined.


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NotesActions

-Check the information and find what you need scrolling down.

-The graphic is simple and effective.

-You have all the information you need so you don’t have to use another website or encyclopedia.


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ANALYSIS

QuantityLanguagesInformation availabilityLoading speedBooking and buying tickets

QualityMobile friendlyGraphic coherenceEmotion

Uffizi GalleryMoMAVan Gogh MuseumDenver Art MuseumPalazzo DucaleComparison

Parameters

Analysis

48

49

505152535455

Main Index ^


48

More than 5 la

nguages

2 languages a

nd basic

informatio

n in others languages

Local language + english

Local language (if

not english

)

64

X seconds

Faster w

ebsite sc

ore

Y seconds

Slower website

score

10

10

10

10

1

1

All the inform

ation you need,

frequently updated

Basic info: tic

kets,

how to get th

ere,

current exhibitio

ns

6

6

Easy payment and booking.

You can check queues and buy

pass and bus ti

ckets

Buy tickets i

n a few clicks

Number of languages the webiste is translated in

Loading speed of pages, with particular attention on the maps and image galleries

Amount of information presented in the website

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The whole website is self consistent?Has it the same structure (graphically and functionally)?

Is it the common (boring) museum website? Is it fun to use? Can you recognize the art period it is about by simply watching it?Are the gallery “brand” values efficiently delivered?

106

Mobile APP or inform

ation

optimise

d for mobile users

Mobile version of th

e website

Quality of the mobile version of the website. Is it optimized for mobile users? (i.e. they don’t need a huge “archive” sec-tions, but quick informations and maps to orientate oneself inside the gallery)

50


UFFIZI GALLERYThe website has its major problems in displaying the information and in translating it.The categorization of items and services on the website is unclear when not absent. The mountain of category and sub-category generates confusion.

The fact that the webpages of the gallery are located in a huge website - which include all of the Florence museums - generate disorder and misunderstandings.For this same reason the website has almost no graphic coherence and it results old and humble.

The mobile version of the website and the mobile APP are currently being developed (the project, “Le vie degli Uffizi” started in 2012).

LanguagesInformation availabilityLoading speedBooking and buying tickets

Mobile friendlyGraphic coherenceEmotion

10

9

8

7

6

5

4

3

2

1

Languages

Loading SpeedMobile

Informationavailability

Graphiccoherence

TicketsEmotion

4574

653

51


MoMA

10

9

8

7

6

5

4

3

2

1

Languages

Loading SpeedMobile


Graphiccoherence

TicketsEmotion

MoMA is the best museum websites we have analysed.Its organization is simple enough to be easily understood but not so simple it becomes vague (as it happens on Van Gogh website)

The design fits the contemporary art the museum exhibits.



7849

998

52


VAN GOGH MUSEUM

10

9

8

7

6

5

4

3

2

1

Languages

Loading SpeedMobile


Graphiccoherence

TicketsEmotion

Another good website based on simplicity.

It transfers the tipical Van Gogh painting style on another medium.



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DENVER ART MUSEUM

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Graphiccoherence

TicketsEmotion

The structure of this website is very similar to the MoMA one, based on a different and more dynamic layout.



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PALAZZO DUCALE

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TicketsEmotion

The other Italian website that we have analysed is based on a solid and clever structure that displays and catalogues the information in a simple and efficient way, making it easier to reach the webpage you want.



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COMPARISON

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Graphiccoherence

TicketsEmotion

Uffizi Gallery

Van Gogh MuseumMoMA

Denver Art MuseumPalazzo Ducale



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REDESIGNAnalysis resultsUffizi GalleryMoMA

Suggested improvementsWebsite StructureRedesign sample n°1Redesign sample n°2

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Main Index ^


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Website Structure

-Complex structure The website structure is too chaotic and hard to understand. Users have to read a huge menù which contains a lot of mixed elements without a comprehensible order. Sometimes it’s really hard to find what is being looked for.

-Task Clicks To perform a task the users need to do an excessive number of actions, sometimes repeating the same twice or three times.

-Excess of information As a consequence of the chaotic website structure, a user trying to perform a task will come up with a lot of information he doesn’t need at all or at the moment.

-Shop The ecommerce catalogue should be rethought accordingly to personas notes [i.e. users don’t need to buy souvenirs online, but books, paintings reproductions and maybe design items (see MoMA store)].

Information display and graphic

-Translations Not all the website is translated when you change language. Some parts of the website are fully usable only in Italian.

-Non-uniform graphic The website graphic change continuously through the different pages disorienting the user.

-Useless boxes There are a lot of boxes, links and other disturbing elements in the pages. They do not provide any additional useful information, but distracting the user from what he needs.

In the following pages there’s a graphic analysis and confrontation between the Uffizi and the MoMA websites.

ANALYSIS

The following lines rapidly recaps the main problems the website analysis outlined.

Website management

-Similar websites Typing “Uffizi Gallery” on a search engine will result in a number of websites. Many of these other website are administrated by travel agencies that sell tickets at an higher cost.But, most of all, these unofficial websites prevent the Gallery from directly control and uniform its public image and awareness.

-SEO Excluding the wikipedia page (which present the Uffizi Gallery with the logo of an unofficial website), the official website is the third result on Google and the second on Bing [if we count the sponsored links, the gallery is respectively sixth and fifth]

-Mobile-friendly version The website has no mobile version. [it is a disadvantage on google indexing]

-Domain name As currently structured the Uffizi website is on a second-level domain of the firenze.it one, making the name harder to remember and recognize.

RESULTS


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Uffizi Gallery

-Too many links/lists/menù Having more than 20 links to other resources is confusing. Some of them can be put together. The website structure must be changed with a more hierarchic one.

-Quick access panel The idea of a panel with the basic informations is good and will be keep for the website redesign.

-Translation Most of the users and visitors of the museum are not Italian. A good translation for the website is a must.

-Domain name Why not simply “uffizi.it”?


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Uffizi Gallery-Mobile APP This app doesn’t actually exist.

-Exhibitions The information box for the exhibition should be on the upper part of the webpage (near the “quick access panel” described before)

-Events calendar The calendar could have a page for itself.


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MoMA-Quick info Easily accessible and viewable. Buy Tickets is in a prominent position.

-Exhibitions The central part of the website is reserved to the display of the exhibition programs.

-Menù/Task bar There are a few easy-to-understand items.


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MoMA-Quick info Easily accessible and viewable.

-External links Other, less important. information are showed only if you scroll down.


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IMPROVEMENTSSimplicity of access- Add more languages- Remove unnecessary and complex passages for tasks

Website management- Change domain name from uffizi.firenze.it to uffizi.it- Part Uffizi Website from Polo Museale Fiorentino- Update the news, exhibitions and press info more frequently

Simplify and uniform graphic elements

Redesign website structure- Information hierarchy and priority- Design a mobile-friendly version


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WEBSITE STRUCTURE

buy tickets

uffizi.itexhibitions

plan your visit

news & about

learn & explore

shop

contacts

press

-Groups-Schools-Single

-Current-Past-In program

-Buy Tickets-Hours & admission-Getting here-Accessibility-Tour Guides-Children & school activities-Group activities

-Collection (cata-logue of works and artists)-Preservation -Publications -Media-Gallery History

-Guides-Pass

-5 main categories

-Buy Tickets Link to a page with a form to buy tickets.

-Exhibitions Slideshow in the homepage, with links for detailed information.

-Plan your visit Quick info in homepage, link for more.

-News & about Very important news can be put in the slideshow, others have a list on the bottom and links.

-Learn & explore Resouces for students, teachers, scholars, etc. Accessible with a link

main sub


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REDESIGN EXAMPLE 1


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HOME PAGE


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HOME PAGE - slideshow


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HOME PAGE - quick menù


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BUY TICKETS


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MOBILE VERSION



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REDESIGN EXAMPLE 2


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HOME PAGE


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HOME PAGE - menù


Poli15 uffizi - 2016-02-03

Design

Transcript of Poli15 uffizi - 2016-02-03