The planning portion wanted to harp on 3 key elements of the MoMA experience which are crucial to an enjoyable visit: purchasing tickets, locating and safely arriving to the museum, and ensuring the visit is educational and enjoyable. The marketing of "3 easy steps" simplifies the process for the visitor so as to not overwhelm them. It also makes it clear the hierarchy of importance.
Purchasing tickets is the most straightforward of the requests. Having tickets ahead of time saves the user time and allows for a more seamless arrival to the museum. We would like to avoid waiting as much as possible for every patron.
Being located in the heart of Downtown San Francisco, the arrival/parking process can be nerve wracking to first time visitors. Having a sense of direction, knowing the surrounding area, and planning parking are all parts of step 2 that give the user the power of knowledge prior to the experience. There is nothing worse than having to learn on the fly while cars are honking at you on the bustling city streets.
Lastly, step 3 continues to harp on the importance of the app advertised in the marketing posts. The act of repetition keeps the task on their mind. Users may put off or reject the idea of needing an app for their visit. The goal is that the persistence of that step across all touchpoints will highlight its importance.
The design style is taken from the existing SF MoMA branding and identity. The SF MoMA logo is simple and Iconic. I decided to use the logo as a background texture/pattern along with the iconic red color used in their branding and website. Below are some examples of their existing design for reference.
color pop to draw attention
use of outer glow around interactive/clickable elements
3 column organization
Most landing pages try to cram as much information as possible onto the page, almost like a one-stop shop for their site/company/service. This design does the opposite of that. By removing the traditional website navigation and limiting the options visibly available, it gives the user a clear set of tasks to tackle.
