Portsmouth Historic Dockyard: UX journey to ticket sales

Asked to review the user experience (UX) on the Historic Dockyard's website, as online ticket sales were poor, Kate reviewed the whole site and made recommendations on how changes to text, content and layout could be amended to improve communication. Text too often 'spoke' to an internal audience and wasn't sufficiently informing or engaging users.  Overall communication was confused and potential buyers weren't confident enough in the site to buy online.


UX review

 

Review of the whole customer journey 
First stage was to review the existing pages and submit a report which flagged every stumble experienced when using the site. With header images that were too deep, and graphics taking up too much vertical space, users had to scroll down the page to find pertinent information – but the initial view did not indicate this. There was no budget, or desire, to redesign the website: a work-around was to make header images less deep, and move the visual list of attractions up. The list gives a great impression of the wealth of the attractions at Portsmouth Historic Dockyard. The text introducing the Dockyard was rather generic ("A great day out" is a line used by myriad attractions), re-ordering the text helped highlight the unique value of the Dockyard's proposition.

The original homepage
UX, museum, design, website, e-commerce, tickets, sales 

Part of the report with suggested edits
UX, user experience, outsider view


Ticket sales UX
The tickets landing page was headed by an explanation of a glitch in the sales software – customers were greeted with a negative. The many ticket options were confusing and hard to compare. The remedies were both simpler text and a clearer, functional layout. Again, a report, with recommendations was submitted before layout.

The sales software required a date, so changing the instructions (that were not on the landing page) asking for customers to input today's date was a cost-free work-around.

The original ticket sales landing page
   navy museum, heritage, museum, UX, UI, user experience, design, review

A section from my report suggesting simpler wording for price lists

clarity, clear text, simple information

New layout for ticket sales header page with four clear options. The Dockyard wanted to drive sales to their two 'all attraction' tickets (hence colour emphasis), with the option of buying tickets for single attractions to still be very visible.
UX design, sales, not-for-profi, museum, customer journey

gift aid, charity comms, museum, ticket sales