mcn2017: not just another museum website

Not just another museum website:The new website for the Isabella Stewart Gardner Museum

EBELIEN PONDAAG, STRATEGIST, FABRIQUE; CAROLYN ROYSTON, DIRECTOR OF DIGITAL, ISGM

November 8, 2017

How it started

Speaker Name or Time

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Isabella Stewart Gardner, 1906

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Visitor journey mapping

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First time visitor journey map

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Why we chose Fabrique?

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The approach

Presenting the museum online in an unique and distinctive way

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Brand driven

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Visitor focused

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Goal oriented

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Website goals

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Goals to inform design concept

• Make information and resources quickly and easily accessible on the website

• Prepare visitors for a great in-person experience that meets their needs and expectations

• Review the uniqueness of the collection, experience, and history, with sustainable, ongoing content creation

Goals to inform website strategy

• Increase the number of first time and repeat visitors to the museum

• Increase the number of first time and repeat visitors to the website

• Deepen brand loyalty

• Increase conversion to membership

Make choices

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Work together

• Workshops

• Working together

• Agile

• Designer in residence

• User testing

• Co-creation

• Decision-making (Rapid)

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Organizational Impact

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Results & Learnings

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Results and Learnings

• Navigation does not reflect museum organization

• Content is updated regularly

• Collections sit alongside living collection, music, contemporary, stories

• Focus on Isabella and the stories of the museum

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Figures and numbers

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Questions & Answers

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Thank you

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