Tate

Project title: Tate – Optimising the "What's On" Digital Experience Role: Senior UX Researcher / Consultant

Challenge: To evaluate and improve the "What's On" section of the Tate website. The goal was to understand how visitors navigate the vast array of exhibitions and events, identifying friction points that hindered discoverability.

Approach: I conducted evaluative user research focused on user behaviour and navigation patterns. My methodology asked participants to reflect on recent cultural visits, improving realism of results.

Framework: Utilised the "Jobs-To-Be-Done" (JTBD) framework to move beyond simple demographics and understand the intent behind a visit (e.g., "social connection" vs. "intellectual challenge").

Analysis: Investigated specific pain points in the user journey, from initial interest to final booking.

Outcome: Delivered strategic, actionable insights and recommendations, including highlight reels, to senior Tate stakeholders.

Enhanced discoverability: Proposed structural changes to make finding relevant events intuitive.

Immersive experience: Balanced the functional needs of a ticketing system with the immersive, visual nature of an art gallery, ensuring the digital experience reflected the physical one.

Redacted insights presentation