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4Culture UX Design - Phase 4

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Sue Ann Harkey

on 13 September 2014

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Transcript of 4Culture UX Design - Phase 4

4Culture is redesigning the website to reflect a more user-centered, responsive design for multi-device distribution in 2014.
Project Recap
15 staff members from 7 different teams were interviewed between Nov. 25th - Dec. 9th 2013. Interviews captured requirements, activity, scope and stakeholders expectations. This will inform the user behavior profiles to be created and used for recruitment in Phase 2 - User Testing.
10 peer or related domain websites were examined:
Created 6 fictional 'behavior profiles' drawn from the Phase 1 research. These 'narratives' framed the types of participants we wanted to include in our research with a focused on primary scenarios to design for:
Five of the sessions with organizations were conducted on their premises. These 'contextual' interviews provide additional insights into the applicants environment and circumstances.
All other participants came to my offices. Each session was recorded and concluded with a short questionnaire.
An online survey was conducted on 4culture.org running for 2 weeks from 02/25 - 03/09. An overwhelming 84 responded. We wanted to catch voluntary responses while people were visiting the site to gain insights into why they were there and what their main activities were.
Online Survey Results
The session questions were clustered into several categories. Not all categories were appropriate for each participant. As the sessions progressed other issues naturally entered into the conversation.
Phase 1
Phase 2
Phase 3
User Research Results
Behavior Profiles
User Research Sessions
Subject Matter Expert Interviews
Comparative Review
The design process starts with Information Architecture. Sitemaps are diagrams of the sites global navigation schematic. All the findings from the previous steps have informed the overall sites structure to be done concurrently with Content Strategy and Responsive Page Template behavior.
Navigation & Sitemap
Content Strategy is especially critical with the WordPress and Responsive requirements. Content includes associations, attributes, and relationships. This step, more than anything else, can influence internal workflows and your short & long term strategy. This is your opportunity to evaluate the worth and necessity of your current content.
Phase 4
Design & Verification
Content Strategy
Web Stats
Key Scenarios & Recruitment
From a list of 52 potential candidates
17 participated in the user research.
Questionnaire Results
Each participant filled out a short questionnaire.
Page Template Prototypes
'Page Types' will be identified and designed to
accommodate multiple 'Content Type' needs. This process will establish the various 'Patterns' to be used throughout the site. Some sections of the site will not be updated to the new platform until a later phase. These areas will be integrated into and under the new navigation and can be stylistically modified to match the new design.
4Culture's Brand & Service is not always well understood
There is confusion between 4Culture and other local funding organizations
User profiles and needs vary across the '4 pillars'; Art, Heritage, Preservation, and Public Art
Public Art's activity, audience and model is different and has specific needs
Aspire to entice the General Public, tourists, peers & colleagues to the site more
Desire to provoke more participation from groups outside the 'in-the-know' crowd. Including 'New Arrival' communities and communities outside Seattle's City limits.
Deadlines trigger main traffic on the site
'Constituents' looking for a funding opportunity is the main activity on the site
'Apply' and 'Public Arts' are the top 2 sections visited on the site
The clients main 'goal' is to feel supported and substantiate their project
The clients main 'motivation' is gaining financial assistance
There is difficulty finding and accessing open and closed applications
The budget area is the most difficult aspect of the application process
There is confusion around 'managing your award'
There is confusion around the contract package and invoicing process
SME interview's key findings include: (see hand-out for full transcripts)
The website should:
Be easy
Give confidence
Feel familiar - 'see yourself in the site somehow'
Act as a 'good news story' opportunity for partners
Reflect our values (Inclusive - Fair - Transparent)
Show full breath of our activity
Reward completion of tasks more
Encourage applicants to keep trying
Track progress through application process
Be an effective marketing tool for Public Arts
Tell stories
SME Interviews
Web Stats
Comparative Review
Artist Trust
Cafe PA archive
NEA Art Works
Office of Arts & Culture
Museum of Archeology
Tate Museum
826 Seattle
Key findings include...
Key findings include...
Now lets walk through the Comparative Review document...
Web Stat Overviews
Key findings include...
Online Survey
Profiles & Recruitment
User Research sessions
Online Survey Results
User Research Results
Questionnaire Results
Navigation & Sitemap
Content Strategy
Page Template Prototype
First time applicant
With pending application
Public Art
General Public
Representation breakdown:
ART = 5
Audience Overview
122,316 Visits
276,724 Pageviews
49,095 from Search
9,443 Social Referrals

Top page is 'Apply'
56.5% New Visits
15,475 from Mobile
42.06% in Seattle
Pageviews Overview
Device Overview
Homepage & Global links
Social Networks

Public Art Scenarios
Public Artist seeking opportunities
Design Professional researching artists and materials with 4Culture
Prospect consultancy client researching the 4Culture collection
Public Art administrators researching resources and practices
General Public engagement with the collection
Public Art provided 5 key profiles and scenarios to contextualize their 'user type' and identified a few use cases for interacting with the collection content and engagement with their consulting services:
4Culture staff provided a list of candidates evenly drawn to represent Art, Heritage, Preservation and Public Art. Participants were telephone screened and sessions were scheduled.
The recruitment process
Individuals = 8
Organizations = 9
Men = 8
Women = 9
Received = 11
Other = 6
The user research
From the recordings, I've extracted 59 audio clips ranging between 20 seconds and 2 minutes in length. Each clip emphasizes an issue or idea. The sessions were transcribed into a spreadsheet and the results of the questionnaire were analyzed.

Over all, results were extremely favorable from
the varied participants across Arts - Heritage - Preservation - Public Art.
Key findings include...
Apply for and looking for funding opportunities, and accessing their saved or pending applications are the top 3 activities.
Organizations top individuals.
Word-of-mouth is followed only by awareness from within organizations. Organizations were citing 6 more times in entries under 'Other'.
More than 56% visit multiple times a month. Activity is heightened for applicants around specific deadlines.

The newsletter often prompts site visits (over 66% are subscribers).
More than a third of the activity on the site is aimed at finding and applying for funding opportunities
(131 selections from
a total of 305).

These results show peak activity through Arts content because the deadline for Art Projects was looming a the time.

Peak content activity will shift depending on which deadline is coming up.
Gallery and Touring Arts Roster followed by Site Specific are top 3 sites.
20 abstained (perhaps because they did not understand the options
or had never visited these other sites). 3 'other' entries wrote 'none'.

Touring Arts Roster came up several times in the user sessions as well.
37 of the 84 respondents have personally received funding and most knew someone who had.
Online Survey Results
User Research Top Findings
Your relationship with 4Culture
Engagement with the content
Applicants looking for funding
Key findings include...
Applicants with pending applications
Everyone knew they needed to login to access their past applications but only a few
knew how to do that. Quick-win: We've already added an 'Application login' link in the header.
Everyone Loves 4Culture!
Your accessibility. Your expertise. Your conscientiousness. Your outreach.
Your application platform. Your fostering and continuing support of emerging artist and institutions.
'Grants' - Everyone used the term 'grant' in conversation to describe 'awards'.
'Opportunities' seemed too broad a term and lacked the word they were looking for: 'Funding'.
'Programs', 'Projects' and 'Practice' seemed to have conflicting interpretations (roll-overs helped).
It does not work for everyone but many people thought the application guidelines are excellent. The linear approach helped them properly prepare for applying. Applicants learned a lot from studying the 'Past Recipients' list and found sample applications were very helpful. (The how-to videos are an alternative format for conveying this information but, in general, people hesitate to invest the time in watching videos.)
There is some confusion around other local funding agencies. You're more Hip-&-Urban, (for better or for worse). Anything known as 'downtown-arts' is considered elitist. Have a national reputation for providing best-practice examples and useful collection/case studies used in the Public Arts realms (peer-to-peer).
Considered a strength of yours, not a weakness (especially through Preservation & Heritage). Suggestions include: Panelist selection, promoting what you've funded, presence at community events (table at Heritage Parade), articulate it in your Mission Statement. Educate people on the Do's & Don't of applying for funding (improving the quality of the applications and chances for under served applicants).
How does 4Culture compare to other funding organizations?
What term would you use for what people apply for on 4Culture?
Rank the most important information needed when applying for an award.
What do you think 4Culture is best known for?
Where should 4Culture be heading?
Questionnaire Results
Key findings include...
Scenarios &
Structure &
Walk through the new sites' 25 page prototype at
Today's Agenda
All 4 Phases are completed!
Quick Wins
Concludes Online Survey Results
Concludes Research process
Concludes Questionnaire Results
Concludes User Research Results

Provided spreadsheet 'sitemaps':
Complete content audit of current site URLs
New navigation spreadsheet mapped to current URLs to be used for content migration
4Culture Grants matrix
Sitemap diagram (handout)

Content Strategy
Blog posts remain the main source of content for 4Culture. Use of new 'department' tags will pull related 'news feeds' into the new department home pages.
Use of 'related link' modules broadens the content offering without cluttering the navigation.
Standardization of Grant details and requirements across all department listings.
Introducing simplified instructions that address the users most pressing questions and expectations.

The prototype
Click-through the 25 page online prototype and try out the new flow: http://fttjyz.axshare.com/
The new site will be implemented in phases. The roll out introduces new landing pages for the 4 department and the public art collection.
The few areas of the site that will be updated in next phases include: Collection search results and project profiles, blog home and posts, individual press releases and newsletters.
Full transcript