The Museum of Modern Art in New York has an exceptionally curated museum shop with a reputation for carrying unique and quality goods. In 2005 they had an online store that received fair traffic but sales numbers were well below expected and the abandon shopping cart rate was well above average. Visitors were dropping off somewhere in the shopping tunnel and not completing their purchases.

Redesign/UI/UX

I revised the UI and UX for the entire online store, from the front page to categories, to single SKUs, and through the complete shopping tunnel. At the time, the front-end code was hard-coded within an aging e-commerce system. I worked with the MoMA development team and consulted the transition to a more robust and flexible system. I designed and developed a new UI from the home page through the full shopping tunnel and handed off updated, clean HTML ready for implementation.