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


Joey Tackett, Forum One, United States

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 a museum that houses over 126 million artifacts and sees XXX visitors each year.

In this session, the lead designers of the website redesign, Joey Tackett, Managing Director of Creative & Design, and Corey Jones, Art Director, explore the process through the lens of the museum’s content, striving to address these objectives for participants:
• An understanding of how to reference core analytics and trends to inform the website’s design and how it will lay out its most valuable content
• 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.