Website Enhancements

Identifying powerful improvements to the Museum’s existing website, including single-focus areas like the Talking About Race portal

OPPORTUNITY

To provide online visitors more streamlined and impactful digital experiences.

A variety of recommendations that can be implemented incrementally, with some preliminary mockups and visualizations

DELIVERABLE

Exploring Possibilities

With visitors forced out of the museum due to COVID-19, the goal was to optimize the current digital experience so that it met the needs and expectations of the museum’s global audience.

We set out to analyze the digital presence for opportunities big and small, bringing a holistic, human-centered approach to user testing and better identify what the museum’s audience really expected.

User Testing Approach

Through a set of scenario-based tasks completed by participants*, we were able to identify pain points, unmet expectations, areas of interests, and general sentiment.

*The studies comprised of a diverse set of participants outside of the NMAAHC’s network and ranged in ethnicity, age, education, and level of web experience.

Phase 1

9
‍

Participants

Phase 2

Unmoderated Study
‍Hypotheses developed from Phase 1 are prototyped and tested with a larger pool of participants.

32
‍

Participants

Moderated Study
‍Researchers observe participants in real time and ask follow-up questions for validation.

Themed Recommendations

A wide range of opportunities emerged from our studies. These were consolidated into themes and categorized by effort, based on the level of resources and time needed.

Quick Wins

Clear Mission
Sneak Peek
Visit Basics
Easy Contact
Linked Topics

Medium Swings

Impactful Imagery
Digestible Content
Content Teasers
Easier Exploration
Influenced Platforms
Visual Appeal

Big Changes

Match Content to Audience
Cross-pollination
Fluid Movement
Woven Stories
History as a Connector
Engaging Interactivity

In Practice

These recommendations can also be combined and implemented as one concept. This is just one example of how those from the ‘Quick Wins’ theme can be applied to the NMAAHC homepage, on both desktop and mobile formats.

CURRENT

SUGGESTED REVISIONS

CURRENT

SUGGESTED REVISIONS

Talking About Race portal

Given the current social climate, a section of the moderated study was dedicated to the Talking About Race portal. From its findings, we created a prototype that demonstrated how changes to the layout and interaction flow could achieve deeper engagement, with only limited changes to the existing content.

LINK TO DEMO VIDEO

Next Steps

The recommendations identified are a first step in re-imagining the digital potential of the museum, and a showcase for the many areas of support Accenture can provide in that effort.

The work continues through collaborative updating, refinement and prioritizing of the recommendations and themes, and the exploration of new digital approaches and platforms when warranted.

Resources

For more information on each theme, their mockups, and our design process, click here for a PDF.

DIGITAL REVIEW

Readout

NEXT PROJECT

Digital Strategy & Content