SPYSCAPE is a new interactive spy museum based in New York, where through a series of interactive challenges the visitor can find out which type of spy they could be.
After it's opening in February 2018, the team was given the task to focus on the online user account, to improve the post-museum experience with the goal to later expand to an online only experience.
As the lead UX designer I worked closely with the product manger to identify and prioritise tasks, I held interviews with the stakeholder to understand the requirements, competitor analysis, produced user research, user journeys, user flows, hi fidelity wireframes, user testing and software QA.
During the development of the project I worked with product manager, developers and visual designers. We worked in an agile environment with weekly sprints.
We already had some online features however, only 14% of our visitor were using them after their visit.
After analysing our customer service emails, reviews and account analytics we realised that one of the reasons few people were accessing is because visitors would not provide their email address before the experience.
The main reason obtained from the customer service research was that, the visitor never provided us with an email and therefore they were never going to be able to receive their visit report at the end.
There were three email capture points but all had their flaws.
This is not a compulsory step
The purchaser may not understand why they need to provide their email.
The purchaser may not know the email address from other visitors.
Visitor may still not understand what the email is for.
Visitor still doesn't know the email address of others.
Visitor may not read the email properly
Email can end up in the spam folder
At ticket desk
• During busy times, members of staff don't ask for missing customer information to speed up the check in process.
To resolve this issue we decided to add a fourth email capture point. This would be accessible to the visitor while they wait for their session of the experience to start. (there is normaly a 3-5 minute wait).
In this case, the visitor has the mindset of being in the museum an therefore they will pay closer attention to the content of form.
Each visitor will have to fill in their own information, so there won't be the case of not knowing your mates email addresses.