As a museum, the physical space is designed to help guests move through it effectively, and in the same vein, we wanted to see how real visitors navigate their digital footprint. We configured user session recordings alongside visual heat maps that map precisely where people click, scroll, and pause. By evaluating this data side-by-side with their internal team, we identified key friction points where site visitors got confused, encountered broken navigation pathways, or abandoned conversion forms altogether.
Grounding our user experience roadmap in evidence rather than opinion allows us to prioritise high-impact site updates. Instead of overhaul guesswork, we now have a clear, data-backed hit list of technical fixes and layout adjustments designed to remove friction and streamline the user journey toward key conversion goals.
At the end of the day, it’s about guiding more enquiries, more donations, more purchases for clients and using this as our foundation has setup us up to achieve those crucial results.
