This project focused on improving the online ticketing experience for the Art Gallery of Ontario (AGO), a major cultural institution serving a diverse range of visitors, including first-time guests and students. The goal was to understand how users plan their visits and purchase tickets online, and to identify opportunities to reduce confusion, stress, and friction in the booking process.

Through competitive analysis, user interviews, and ethnography, I uncovered key usability issues such as unclear ticket information, forced account creation, and a stressful checkout experience. These insights informed a research-driven redesign that prioritizes clarity, accessibility, and ease of use. The proposed design emphasizes clearer navigation, simplified ticket selection, and a calmer checkout flow to better support users from initial interest to final confirmation.

By aligning user needs with AGO’s business goals, this project demonstrates how thoughtful UX research and design can create a more intuitive and welcoming digital experience that encourages confident museum visits.