Improving the customer journey

OPPORTUNITY

The Art Gallery of Ontario (AGO) wanted to improve its digital experience and customer journey to make it easier for visitors to buy tickets, increase conversions, and enhance in-gallery engagement. To achieve this, the AGO needed a more user-friendly website and digital tools that would better connect visitors to exhibitions.

SOLUTION

I led a strategic project to improve the AGO’s online customer experience and make buying tickets and memberships easier. By enhancing the e-commerce platform and optimizing the exhibition pages, we made the purchasing process more seamless. These changes led to a 120% increase in ticket sales from exhibition pages.

To further enhance visitor engagement, I also developed a mobile audio tour app, launching it with the Warhol Exhibition. The app allowed visitors to explore the artwork through guided audio experiences. It was a huge success, with 7,000 visitors streaming 80,000 tracks—a 124% increase compared to the previous Rubens Exhibition.

These improvements had a measurable impact. The AGO saw a 41% increase in year-over-year conversions on its e-commerce platform, making it easier for visitors to plan their experiences while driving significant growth.

MY ROLE

I led the project from strategy to execution, working across teams to improve website performance and streamline the customer journey. By analyzing how visitors interacted with the site, I identified problem areas and worked with designers and developers to make the experience smoother. I also oversaw the launch of the AGO’s mobile audio tour app, ensuring it integrated seamlessly with exhibitions.

By aligning digital strategy with visitor needs, I helped create a more intuitive, engaging, and profitable experience for the AGO, making it easier for visitors to connect with art.