The site was initially conceived as a visitor journey from “I’m not at The Shed,” through “I’m going to The Shed”, to “I’m at The Shed.” The Shed’s building itself is a moving pavilion, positioned near the High Line. It is defined by motion. Our UX strategy used that idea to create a welcoming posture and allow users unfamiliar with similar organizations to preview their experience and have frictionless access to a guide.
UX strategy drives content strategy and information architecture.
Wireframes were developed as visitor journeys representing a wide range of intentions, past experiences, timeframes, and touchpoints. Here, a journey begins with an email from The Shed, and supports individualized planning as a user travels to The Shed to use their tickets to a performance.
The example journey continues through arrival outside The Shed, and synchronization between content on the mobile website and content on digital signs while waiting in line for the performance to begin.
Above: Screenshots of menus in the final website on mobile, including the main menu and the “At the Shed” homepage, a virtual concierge.
User behaviors, tools, and journeys for two main content categories: performing arts and visual arts.
Visitor attitude analysis used for planning the website.
The ticket and membership systems are best of breed, and the site has successfully managed the advanced sales for major events, including a Björk concert that was promoted to her millions-large fanclub, as well as visual arts exhibitions by contemporary artists, and boundary-crossing programs like a collaboration between Gerhard Richter, Steve Reich, and Arvo Pärt.
The site is designed for inclusion and to build trust with users of all kinds – not only art experts. This is accomplished through clear explanations, through diverse representation at every level, through the creation of many points of transaction and engagement which directly invite the user to participate – and above all through respect for the user’s time as they navigate an efficient, modern system. These goals are reinforced by the site’s heavy emphasis on mobile, and also by excellent accessibility to low-vision, low-hearing, and low-mobility users.
