The Shed website

Screenshot of the top of The Shed's homepage, with words "What is The Shed?" superimposed over an  image of a DJ; and buttons for "Join our email list," "I'm not at The Shed", and "I'm at The Shed."
The Shed is a major new contemporary art museum and performing arts venue in Manhattan. From the beginning, the website we developed together was informed by substantial user research and interviews, and a strategic, interdisciplinary, and collaborative process that included many other vendors and stakeholders, and close involvement by The Shed’s executive team.
Wireframes of three mobile homepage states: "I'm not at The Shed," "I'm going to The Shed," and "I'm at The Shed", with an arrow pointing from all three to a wireframe of a single site menu.
The site was initially conceived as a visitor journey from “I’m not at The Shed,” through “I’m going to The Shed”, to “I’m at The Shed.” The Shed’s building itself is a moving pavilion, positioned near the High Line. It is defined by motion. Our UX strategy used that idea to create a welcoming posture and allow users unfamiliar with similar organizations to preview their experience and have frictionless access to a guide.
Content inventories for three mobile homepage states: "I'm not at The Shed," "I'm going to The Shed," and "I'm at The Shed", with an arrow pointing from all three to a wireframe of a single site menu. Content in all three states related to the "Visit" area is highlighted.
UX strategy drives content strategy and information architecture.
Cards with wireframes seen at three stages of a visitor journey: A mobile email from The Shed, and the mobile website on the morning of the show and while on the train to The Shed.
Wireframes were developed as visitor journeys representing a wide range of intentions, past experiences, timeframes, and touchpoints. Here, a journey begins with an email from The Shed, and supports individualized planning as a user travels to The Shed to use their tickets to a performance.
Cards with wireframes seen at more stages of a visitor journey: The mobile website when arriving at The Shed, and while waiting in line for the show to start.
The example journey continues through arrival outside The Shed, and synchronization between content on the mobile website and content on digital signs while waiting in line for the performance to begin.
Above: Screenshots of menus in the final website on mobile, including the main menu and the “At the Shed” homepage, a virtual concierge.
Flowchart including areas for "Visual Arts" and "Performance Arts."
User behaviors, tools, and journeys for two main content categories: performing arts and visual arts.
Chart with many colored squares labeled with various attitudes about engagement with arts organizations from survey respondents
Visitor attitude analysis used for planning the website.

The ticket and membership systems are best of breed, and the site has successfully managed the advanced sales for major events, including a Björk concert that was promoted to her millions-large fanclub, as well as visual arts exhibitions by contemporary artists, and boundary-crossing programs like a collaboration between Gerhard Richter, Steve Reich, and Arvo Pärt.

The site is designed for inclusion and to build trust with users of all kinds – not only art experts. This is accomplished through clear explanations, through diverse representation at every level, through the creation of many points of transaction and engagement which directly invite the user to participate – and above all through respect for the user’s time as they navigate an efficient, modern system. These goals are reinforced by the site’s heavy emphasis on mobile, and also by excellent accessibility to low-vision, low-hearing, and low-mobility users.

Screenshot of the mobile homepage in "I'm not at The Shed" mode
The final site features personalized notifications for upcoming performances you have tickets to.
Screenshot of the mobile homepage in "I'm at the Shed" mode
The mobile “I’m at the Shed” mode homepage includes a contextual map of available exhibitions and performances.
Screenshot of the desktop homepage with a red membership call to action to "support original arts programming."
Membership is advertised contextually, based on the logged-in user’s current membership status, and using current programming as the value proposition.
Screenshot of the calendar on desktop
The calendar is directly linked to the ticketing flow and shows availability or sold-out state of each program.
Screenshot of "In the Works" editorial content.
We helped The Shed develop and name its “In the Works” editorial program, which features short-form content related to each program, with an emphasis on work in progress.
Screenshot of "At the Shed" mode on desktop, including a ticket wallet with two tickets
“I’m at The Shed” mode includes your ticket wallet and membership card.
Screen shot 2019 02 28 at 1.18.41 pm
Year: 2019  Client: The Shed  Identity: Other Means  Ticketing partner: Made Media  Visitor experience partner: Intersection
All work