Field Museum 

E-commerce Site Redesign

Field Museum 

E-commerce Site Redesign


As part of the General Assembly UX Design Course, the second project involved visiting a local museum, conducting user research, and redesign their e-commerce site based on feedback from museum visitors.

My Role


  • Contextual Inquiry
  • Affinity Mapping
  • User Research
  • Design Strategy
  • Sketching
  • Wireframing


  • Pen/Paper,
  • Sketch,
  • InVision
The Challenge

Using a UX design process, I had to design a better shopping experience for the Field Museum online store using research gathered at the physical store.


Going into the research phase, I gathered some questions to discover a better perspective on Field Museum visitors' shopping experience.

These are some of the Initial Questions:

  • Why do you come to the gift shop?
  • What are your thoughts on the shopping store?
  • What do you like most about the store? Why?

I made multiple trips to the museum to observe and ask museum-goers my prepared questions. A lot of gathered information was regarding visitors shopping because of their personal interest and/or excitement for a favorite exhibition. Some were even shopping for gifts and travel souvenirs.

Other interesting facts:

  • People like the in-person gift shopping experience because they like to learn about the exhibits, and then buy relevant souvenirs to those exhibits.
  • Museum branded items are popular with shoppers because it’s something they can take home and have a memory of the museum, especially people from out of town.
Key Insights

Museum visitors shop for items that serve as a reminder of their favorite exhibit experience

People enjoy the exhibit experience and learning from those exhibits

Design Principle

The Field Museum store website will provide a storytelling experience that allows visitors to connect with their favorite museum exhibit visit and conveniently buy gifts.

Design Concepts/Sketches
  1. Create a more immersive experience (large exhibit pictures)
  2. Focus on the exhibit story by providing a passage of text to facilitate web experience that serves as a reminder of the physical experience
  3. Storybook-like
FM-concept sketches
Lo-Fi Prototypes
Landing Page of Site
FM -Short Story
Sue Exihibit Page w/ Short Story Passage
FM-Quick Navigation
Quick Navigation & Search for Users to Find Items from Exhibits

I created a functional prototype to communicate the storytelling experience and simple navigation. This prototype demonstrates the design principle and checkout process of this new e-commerce site design.

Future Improvements

This is a foundation for developing a more storytelling-like UX for the online museum store. With some more user testing, feedback, and design iterations, the design could be better. Here are a few areas of improvements:

  • Gather more user data & User testing: understanding how exactly does a person navigate the site
  • More functional pages and categories
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