Imperial War Museums (II)

As a UX Designer, I collaborated with the Membership Team at the Imperial War Museums to enhance the in-branch membership sign-up process to double the number of members by 2025.

My approach involved a comprehensive exploration of the current sign-up procedure, engaging in co-design sessions with Front of House (FOH) staff and volunteers. The key objectives were:

1. Understanding Visitor Perspectives:

   • Delving into what membership means to visitors and identifying the most comfortable ways to introduce it.

2. Optimising Sign-up Processes:

   • Collaboratively mapping and co-designing an optimal sign-up process with FOH staff, addressing their specific needs for successful implementation.

3. Iterative Testing and Improvement:

   • Designing and executing quick, controlled experiments to test hypotheses and explore opportunities for improvement in the membership sign-up experience.

The insights gleaned from this research included:

• FOH staff possess a solid understanding of membership benefits but may benefit from additional training to boost their confidence in initiating conversations about membership with visitors.

• A visual aid, as identified through co-design workshops, could significantly enhance FOH staff's ability to effectively communicate the membership program.

I presented these findings to the Membership Team, emphasising the need for training based on floor staff observations. Additionally, I shared a visually appealing leaflet designed in collaboration with FOH staff and volunteers, incorporating insights from our co-design workshops. This iterative process aimed to not only meet the team's objectives but also enhance the overall visitor experience and contribute to the ambitious membership growth target by 2025.