Client: Volo Museum, Illinois (Volocars.com)

Industry: Family Entertainment • Automotive Museum • Themed Attractions

Role: UX Strategist, UI Designer & Web Consultant

Experience Strategy • UX/UI Design • Content Consolidation • Website Redesign (Custom Build Dev Handoff)

Existing website was fragmented across multiple pages, creating confusion around what the museum actually offers.

Visitors couldn’t easily understand the range of experiences — from Jurassic Gardens to Titanic Exhibits to vintage cars — leading to low engagement and poor conversions.

The visual design felt dated and text-heavy, especially compared to modern entertainment brands like Disneyland.

The site structure lacked a clear narrative or journey, especially for new guests unfamiliar with the museum’s diverse attractions.

Reimagined the digital presence of Volo Museum to highlight its multi-attraction format and reposition it as a destination day trip for families, car enthusiasts, and tourists.

Consolidated 3+ disconnected attraction pages into immersive, scroll-based landing pages with clear storytelling, emotional cues, and ticketing CTAs.

Defined a unified visual language that matched the wonder and surprise of in-person experiences — without overwhelming non-tech-savvy users.

Led the UX architecture and UI design across Jurassic Gardens, Titanic Experience, and Attractions Home, setting a scalable format for future exhibits.

Delivered annotated wireframes, design specs, and layout systems ready for dev handoff — aligned with client's visual references like Phantasialand and Aquaventure.

Design & Prototyping: Figma, Illustrator

Handoff & Dev Guidance: Web Development-ready layouts, responsive grid system, scalable modules

Reference Systems: Heuristic benchmarks from Disney, Aquaventure, Phantasialand.

To modernize the museum’s digital experience and drive better conversion, I used outcome-focused UX strategies that worked within content and platform constraints:

Content Audit & Mapping: Reviewed 25+ existing pages to identify redundancies, cannibalized CTAs, and missed storytelling opportunities.

Visual Benchmarking: Analyzed 6 top-performing attraction websites to extract structural patterns and apply them in a museum-appropriate, non-theme-park-overwhelming format.

User Journey Redesign: Mapped pathways for three distinct personas — Family Day-Trip Planner, Car Enthusiast, and Tourist Visitor — ensuring each had a tailored path from discovery to booking.

Narrative Wireframing: Designed scroll-based layouts that layer curiosity and context, from exhibit teasers to real images to embedded ticketing.

Mobile-First Layouting: Ensured key engagement blocks (like operating hours, directions, and CTA buttons) were prominent and tappable on mobile — crucial for on-the-go planning.