Smithsonian National Museum of Natural History: a visually-engaging content story—Creating a new digital content experience for the fourth most visited museum in the world (6)

Demonstration

Joey Tackett, Forum One, United States, Emily Frost, Ocean Portal, Smithsonian Institution, USA

The Smithsonian Institution’s National Museum of Natural History in Washington, D.C. recently re-launched their website for the first time in over ten years. The launch was met with an amazing reception by both museum researchers and academics, as well as visitors. The new site effectively and quickly gets online visitors the information they need, which is essential for the fourth most visited museum in the world that sees over 5 million in-person visits yearly and houses over 126 million artifacts.

In this session, Emily Frost, Web Content Manager, Smithsonian National Museum of Natural History, and Joey Tackett, Managing Director of Branding at Forum One, explore the process through the lens of the museum’s content, striving to address these objectives for participants:
• How to prioritize content to drive design
• The components that make up smart user journeys to get visitors to the content they seek as seamlessly as possible
• Tips for establishing an ongoing plan to assess success and make both design and content updates to improve the online experience of a museum website.