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New museum Information Architecture and Interaction Design Strategy: Student Project, 2008

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The New Museum is a vibrant and modern contemporary art museum located in New York City. Its mission is to share “new art [and] new ideas” with the general public through exhibitions, events, and ...

The New Museum is a vibrant and modern contemporary art museum located in New York City. Its mission is to share “new art [and] new ideas” with the general public through exhibitions, events, and special programs. As part of the coursework for my Information Architecture course at Pratt Institute, I led a group of fellow students to develop a refreshed IA/ID approach for the New Museum. Our concept for the museum’s website married user-centered design and improved navigation with a cutting-edge, graphically modern look.

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    New museum Information Architecture and Interaction Design Strategy: Student Project, 2008 New museum Information Architecture and Interaction Design Strategy: Student Project, 2008 Document Transcript

    • IA/ID Strategy for: The New Museum Table of Contents 1.0 Executive Summary 2.0 Strategy Statement 3.0 Site Management Strategy 4.0 Architectural Strategy 4.1 Site Map 4.2 Wireframes 0.0 Homepage 1.0 Exhibitions Landing Page 1.1.0 Current Exhibition Page 1.1.1.0 Exhibition Pop-up template 1.4.0 Online Exhibition Page 2.0 Events Landing Page 2.1.1.0 Events Pop-up template 3.0 Visit Landing Page 3.1.0 Schedule a tour Page 4.0 Membership Landing Page 5.0 About Us Landing Page 7.0 Resources Landing Page 4.2.9 Basic Search Advanced Search 6.0 Contact Us My New Museum Dashboard Call-outs 4.3 Design Presentation: Page Layouts Homepage 1.0 Exhibitions 1.1.1.0 Exhibition Page 1.4.0 Online Exhibitions 2.0 Events 2.1.1.0 Event Page 5.0 Appendix 5.1 Personas and Scenarios 5.1.1 Summary 5.1.2 Two-by-Two Summary 5.1.3 The Hipster 5.1.4 The Tourist 5.1.5 The Artist 5.1.6 The Art Teacher 5.1.7 The Donors 5.2 Content Inventory 5.2.1 Scope © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 5.2.2 Definition of Terms 5.2.3 Data Table of Contents, cont. 5.3 Competitve Analysis 5.3.1 Purpose Statement 5.3.2 Data 5.3.3 Summary Statement 5.4 Card Sort Study 5.4.1 Cards 5.4.2 Results 5.4.3 Summary 5.5 Features 5.5.1 List 5.5.2 Interactions Concept Drawings 5.6 Site Map 5.6.1 Summary 5.6.2 Drafts and Decisions 5.7 Paper Prototyping 5.7.1 Tasks 5.7.2 Paper Protoypes 5.7.3 Results and Summary © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 1.0 Executive Summary The New Museum (http://www.newmuseum.org) is a vibrant and modern contemporary art museum located in New York City. Its mission is to share “new art [and] new ideas” with the general public through exhibitions, events, and special programs. Our concept for the museum’s website marries user-centered design and improved navigation with a cutting-edge, graphically modern look. Approach Hunky Dory Design understands that the most successful websites strike a balance between organizational needs and user needs. Currently, the New Museum’s site meets the needs of no one. It is confusing and difficult to use. Its homepage is non-descript, cold and unwelcoming. Glocal navigation is misleading and frustrating. Once a user manages to drill down and navigate to secondary pages within the site, vital information appears below the fold and an overwhelming amount of redundant information appears in the sidebar. All of these problems mean that stakeholders cannot complete even the simplest of tasks, and as a result, the organization's goals of increasing attendance, awareness, and support for the museum are not being met. Our strategy simplifies navigation based on research and user studies, making it easier for patrons to complete tasks and access the information they need in order to truly feel a part of the New Museum's community. Research In order to create this IA/ID strategy redesign, Hunky Dory Design conducted research into the site, its competitors, and its users to determine the best way to move forward. This research included:  A content inventory of all of the components of the current site in order to determine what content already existed and what new features would need to be created  A competitive analysis of the strengths, weaknesses, opportunities and threats presented by other contemporary art museum sites which revealed much about what the New Museum could be doing differently  A personas and scenarios brainstorming session that studied the motivations, needs, and experience of five major user groups  A card sort study with stakeholders from a variety of user groups which led to the development of a more intuitive labeling system and site architecture  A series of paper prototyping sessions which helped discover strengths and weaknesses in early versions of the site © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum The data and results of this research are presented in an appendix to this document. Hunky Dory Design's user-centered research studies ultimately drove the decision-making behind this IA/ID strategy. Design Strategy Based on feedback from the user-centered studies and cutting-edge research into human information seeking behavior, we recommend a redesign of the New Museum's site to create a user-friendly, simplified, interactive, and highly personalized user experience. Some highlights of our design include:  Improve ease and flow of navigation by simplifying the menu choices to create an intuitive experience.  Provide an interactive calendar of all events and and an interactive image collage of exhibitions to replace the static list currently in use.  Encourage a welcoming atmosphere for all patrons of the museum as well as for participating artists.  Ensure that any and all information about the museum is easily accessible with a minimal number of clicks.  Allow for a personalized online experience through the use of a "My New Museum" login system that serves each user individually. Conclusions Overall, implementation of Hunky Dory Design's strategy will result in a better experience for all of the museum’s stakeholders. Simple processes such as purchasing tickets to events, scheduling group visits, or renewing a membership will be easier to complete, improving sales and raising attendance. Important information about the New Museum including hours, location, mission, educational resources and press releases will no longer be buried within the site's architecture or difficult to find, raising awareness about all the great things being offered and improving public opinion. Most importantly, the redesigned New Museum website will be a welcoming space for all stakeholders to communicate with each other and with the museum, leading to a sense of ownership for users who might otherwise have felt alienated by the cold and impersonal approach of the current site. If the New Museum wants to make its art and artists more accessible to the general public, it must make changes to its IA/ID strategy. Contemporary art is confusing enough -- there's no reason why a contemporary art museum’s website should be confusing as well. © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 2.0 Strategy Statement Audience The New Museum website is aimed at a wide audience. Many different user groups access the site for a variety of reasons. These user groups include but are not strictly limited to:  New York City residents  Members and Donors  Tourists  Contemporary artists  Educators and their students Hunky Dory Design created a series of personas and scenarios to determine the site features that would best address the disparate needs of the above stakeholders. We also conducted a series of usability tests throughout the design process, including card sort summaries and paper prototyping studies. Mission The mission of the redesigned New Museum site is to maintain a clean, modern design while validating the experiences and contributions of all stakeholders. Goals Hunky Dory Design's redesign of the website seeks to: 1) Improve ease and flow of navigation for the entire site This was accomplished by:  simplifying the labeling system and reducing the number of menu choices  reducing the depth of categories  using a global and left-side local navigational system as opposed to a malfunctioning and confusing glocal navigational system  utilizing new technologies to make navigation flow experience more intuitive including pop-outs and animations 2) Provide an interactive and eye-catching way to learn more about events and exhibitions This was accomplished by:  creating an interactive calendar of events and an interactive collage of images from exhibitions which allow users to browse and learn without clicking © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum  creating an interactive floor plan which highlights exhibitions by their location in the museum and calls attention to the building’s unique architecture 3) Encourage a welcoming atmosphere for all patrons of the museum as well as for participating artists. This was accomplished by:  conducting user studies with actual stakeholders to determine what people want from a contemporary arts website  increasing the number of images of actual patrons using and interacting with the museum  simplifying and clarifying navigation  making the museum’s mission more prominent on all pages  choosing welcoming and respectful language for all labels  providing more opportunities to give feedback to the museum  making options aimed at specific user groups more prominent in the local navigation  make common processes like purchasing tickets or scheduling a group tour easier to complete online 4) Ensure that any and all information about the museum is easily accessible with a minimal number of clicks This was accomplished by:  reorganizing information in a new site map based on the results of a user card sort study  utilizing more interactive and intuitive browsing systems as opposed to more local navigation  incorporating a header and footer on each page with more frequently used options  adding a global search feature on each page 5) Allow for a personalized online experience This was accomplished by:  creating a new “My New Museum” login system that serves each user individually  allowing users to comment on and provide feedback to the museum’s events and exhibitions  empowering users to create a list of “favorite” events, exhibitions, products and programs to come back to again and again  encouraging members to subscribe to rss feeds and email alerts through the prominent display of links to such services. © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 3.0 Site Management Strategy The New Museum should immediately begin a job search for a qualified individual to take over the administrative duties that will come with the new site. This individual, hereafter referred to as the Webmaster, will be responsible for the following tasks, possibly with the help of a small staff of interns:  Keeping the interactive calendar updated and free of typos or other errors  Making sure the text based informative sections of the website such as the artist lists stay current  Correcting errors in the website's code should they occur.  Repairing broken links should they occur.  Answering emails directed at the New Museum that concern web site functions.  Training interns to assist with the above tasks should their presence be required. The Webmaster will answer to the director of the Museum, but otherwise operate independently. The Webmaster will have full access to all information about upcoming and current New Museum events and exhibitions so that the information can be made available on the website. Should there be any problems with the website, the Webmaster bears sole responsibility for solving them. Ideally the Webmaster will be a person with a strong command of HTML, Java, and other emerging programming tools. The Webmaster will ideally have prior experience in a position of similar responsibility. The Webmaster will have a great deal of responsibility and thus will require a salary that reflects this. This will be costly, but necessary. The new website will not be able to function without the Webmaster to maintain it, as the task of keeping all the information across all the sections of the site current and updated will be too much for an IT department to handle in addition to their other work. However, it is anticipated that the redesigned website will increase revenue to the museum and thus decrease the financial burden of paying the Webmaster. © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 4.2 Wireframes 0.0 Homepage 1.0 Exhibitions Landing Page 1.1.0 Current Exhibition Page 1.1.1.0 Exhibition Pop-up template 1.4.0 Online Exhibition Page 2.0 Events Landing Page 2.1.1.0 Events Pop-up template 3.0 Visit Landing Page 3.1.0 Schedule a tour Page 4.0 Membership Landing Page 5.0 About Us Landing Page 7.0 Resources Landing Page 4.2.9 Search and Search Engine Results page My New Museum Dashboard Call-outs © Spring 2008 Hunky Dory Design
    • New Museum: Wireframe Advanced Search Page Sign Up Online Store Username: Password: Log In Logo 235 Bowery, New York, NY 10002 212.219.1222 Exhibitions Events Visit Membership ADVANCED SEARCH BASIC SEARCH ADVANCED SEARCH Search History OPTIONS Back to Results 1) Pages Exhibtions Visit ENTIRE SITE Events Membership 2) Additional Terms New Museum and or 235 Bowery Our Mission New York, NY 10002 Our Calendar and or (212) 219-1222 About us | Contact us | Resources | Jobs | Partners | RSS Feeds | Press E-News Signup | FAQs © 2008 New Museum
    • New Museum: Wireframe Basic Search Page Sign Up Online Store Username: Password: Log In Logo 235 Bowery, New York, NY 10002 212.219.1222 Exhibitions Events Visit Membership BASIC SEARCH BASIC SEARCH ADVANCED SEARCH Search History Back to Results New Museum 235 Bowery Our Mission New York, NY 10002 Our Calendar (212) 219-1222 About us | Contact us | Resources | Jobs | Partners | RSS Feeds | Press E-News Signup | FAQs © 2008 New Museum
    • New Museum: Wireframe Contact Us Page Online Store Search: go Logo 235 Bowery, New York, NY 10002 Username: Sign Up 212.219.1222 Password: Log In Exhibitions Events Visit Membership CONTACT US EMAIL INQUIRIES About Us General: Resources New Museum info@newmuseum.org 235 Bowery Membership: Jobs New York, NY 10002 membership@newmuseum.org Partners (212) 219-1222 Corporate Membership corporatemembership@newmuseum.org Internships: RSS Feeds internships@newmuseum.org Press E-News Signup Volunteer Docent Program volunteer@newmuseum.org FAQs Press Office: press@newmuseum.org MAP Space Rental: Our Mission events@newmuseum.org Our Calendar Tours: tours@newmuseum.org About us | Contact us | Resources | Jobs | Partners | RSS Feeds | Press E-News Signup | FAQs © 2008 New Museum
    • New Museum: Wireframe My New Museum Page Search: go Logo 235 Bowery, New York, NY 10002 212.219.1222 USER | Log Out Exhibitions Events Visit Membership WELCOME, USER ! MY NEW MUSEUM Personal Information My Account SETTINGS Username: USER My Membership Payment Method Password: ********* Name: Sam Smith My Exhibits Membership Details Address: Saved Exhibits 123 Grand Ave. My Calendar New York , NY 10014 My Comments Saved Events Phone: 212-555-3355 Comments (save/edit/remove) Email: s.smith@gmail.com CHANGE INFORMATION Our Mission Calendar About us | Contact us | Resources | Jobs | Partners | RSS Feeds | Press E-News Signup | FAQs © 2008 New Museum
    • IA/ID Strategy for: The New Museum 4.3 Design Presentation: Page Layouts Homepage 1.0 Exhibitions 1.1.1.0 Exhibition Page 1.4.0 Online Exhibitions 2.0 Events 2.1.1.0 Event Page © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 5.1 Personas and Scenarios 5.1.1 Summary 5.1.2 Two-by-Two Summary 5.1.3 The Hipster 5.1.4 The Tourist 5.1.5 The Artist 5.1.6 The Teacher 5.1.7 The Donors © Spring 2008 Hunky Dory Design
    • MAX ROBERTS- SAMUEL TRESCH SPRINGER MR. & MRS. BENJAMIN AMY LEE MARISOL MCLUHAN The Tourist The Hipster The Donor The Artist The Art Teacher Most concerned with Focused on finding Need to feel they are Focused on finding out Most concerned with cost in comparison to information about giving something back to how to exhibit at the educational resources value. cultural events. society museum and opportunities Initial visit to the site is Repeated visits to the Interested in learning Initial visit to site is to Initial visit to the site is to determine whether site to check what’s about how the museum’s determine if museum’s to determine if exhibits the museum is worth happening. mission fits with their mission fits with artistic and events align with visiting philanthropic beliefs vision. curriculum Wants easy access to Will leave site quickly background information Will visit the site Does not check back Wants easy access if not drawn in on the exhibitions, frequently to learn about often, will communicate to lesson plans and immediately. artists, and musicians membership events and with museum via email. teaching materials related to the event. opportunities to support Has low tolerance for Expects support Expects to be welcomed hard to find information May be interested in Looking for social from museum staff and supported by as that makes it harder membership or other gratification and to throughout application museum to plan the vacation program for discounted feel their gifts are and exhibition process admission to the appreciated museum and its events.
    • MAX ROBERTS-SPRINGER “When I get tickets to a cultural event, I want some background info in addition to the The Hipster standard date, time, and price information, so I can learn about the related exhibits, art- ists, or musicians in advance. That way I can explain the event to my friends or partner.” Demographic Tech Comfort Age group: 25-40 PC: Medium Years Online: 10+ Web: High Income: $25-50K Needs • Basic Event Information • Background information on the event • Direction on where to find more detailed information • Access to possible discounts or membership information Motivations Scenarios Features Behaviors M Discover information on the Seeking basic event Interactive calendar of events Max clicks a link that takes ax is a single male graduate exhibitions, artists, and/or information (date, time, him to the page for the student. He moved to NYC for musicians involved with a price). exhibition related to the event. given event. school several years ago and has a moder- Learning enough about Hyperlinks for the names On the events page, Max ate amount of free time because he does an event to answer basic of artists, exhibits, and clicks a linked message not have a full-time job. Therefore, he at- questions about it. musicians for instant access about members attending to further information about events for free. tends many cultural events, either alone or the parties and objects with a date or friends. The New Museum involved in the event is an ideal scene for him, as he enjoys Looking to do more Thorough event descriptions Max sees a “For More contemporary art and considers himself a in-depth research on Information” menu with connection artists, exhibits, links to the websites of the “culture vulture”. Because there are other or musicians. parties/individuals involved events competing for Max’s attention and with the event. limited spending money, he wants to know Buy event tickets and attend, Buying event tickets. Ability to purchase event From the event page, Max can either alone or with a date or tickets from event page select the number of tickets he as much about a potential event as pos- friends. without navigating away wants to purchase and begin sible before committing, including some the purchasing process. background information on the artists, ex- Wondering how he can Links to membership page On the events page, Max can hibits, or musicians involved – he needs to get discounted or free (to earn discounts) and select a specific event and/ admission. external websites (to allow or choose a date from an feel well-informed. for in-depth research. interactive calendar to see what’s happening that day.
    • MR. & MRS. BENJAMIN The Donor “We are proud patrons of contemporary art and want to feel like we are getting both social and intellectual benefits from our philanthropic efforts.” Demographic Tech Comfort Age group: 50-65 PC: Low Online: 5-10 Web: Low Income: $75+ Needs • Plan their social calendar based on upcoming events • Emotional and social gratification. The Benjamins need to feel they are giving soming back to society. • Ability to securely donate large sums of money. M r. and Mrs. Benjamin live on the Upper East Side of New York City. They love the arts, particularly modern and Motivations To be seen attending events. Scenarios Choosing a lecture or event to which they can bring out Features Calendar Behaviors Go to the website and click on “Calendar” to see Wants their names attached of town guests. the updated events and to their donations. exhibitions. contemporary painting and photography. They are well-connected, urbane, Demonstrate to their Joining the New Museum Events notification to Email Go to “Events” page to social network that they at a high giving level. or blackberry check out the current events. sophisticated, and enjoy socializing. They are well-informed about are seeking prestige and social approval contemporary art. and have decided that supporting the New Considering starting a Learning more about Printable forms for donation On the “Events” page, click Museum is a step in that direction. personal collection of featured artists and how to and phone number a RSS to subscribe a regular contemporary art. begin a collection. events update.
    • SAMUEL TRESCH The Tourist “I don’t want to have to spend a long time on a website in order to decide whether I want to visit it on my upcoming vacation.” Demographic Tech Comfort Age group: 25-40 PC: Medium Years Online: 5-10 Web: High Income: $50K+ Needs • Quick and easy information about what can be found at the New Museum • Easily accessible cost information • Directions to the Museum are obvious and easy to find on the site Motivations Scenarios Features Behaviors S amuel has just recently graduated Wants to see as much of Comparing different Comparison of the cost of Samuel will not stay on a interest as possible before museum websites to see admission on the visitor info museum’s website if it does from business school and is look- moving on to the next city. which is most worthwhile pages. not interest him immediately. to visit. Should the site not almost ing to make a grand tour of all the major immediately display exhibit cities of the country before he settles down. Wants to judge which places Accessing directions Comparison of the different information and/or a mission are best to visit on his and figuring out how to exhibits on the exhibit pages. statement that Samuel can He is planning to do as much as he can on vacation, which may be his navigate the city to find the peruse, he will grow frustrated this one vacation, so each individual web- last in a long time. address. and not consider the site worth further investigation. site he investigates needs to grab his at- tention for that museum to be considered Does not want to spend Interactive map or directions. Samuel does not like to have more money than he has to, to look too hard to find out amongst his already busy itinerary. but is willing to spend what it basic visitor information takes to have a fulfilling trip. such as directions or hours of operation. He wants to have an easy time planning his vacation and views every obstacle to an easy plan to be something best avoided. A museum site that does not allow for easy planning for a visit will be such a site that he will avoid.
    • AMY LEE The Artist “I want to find new museums and galleries where I can show my work. I would like the right people to see my new projects and ideas.” Demographic Tech Comfort Age group: 25-40 PC: Medium Years Online: 5-10 Web: High Income: $25-50K Needs • Information on hours, fees and location • Special events and appropriate details • Application process for exhibitions and membership A my has been creating and showing her original art since college. She paints with acrylic paints and mixes different Motivations Learn if the museum fits her personal needs and Scenarios Comparing different museums and galleries in Features Information page that highlights all details concisely Behaviors Amy clicks on a link that will display basic visitors’ preferences. advantageous locations . and accurately. information including cost, directions, and hours. mediums to craft innovative pieces. She wants to find new and exciting places to Research museum’s Determining if the New “About” page shows up-to- Amy clicks on a link that guidelines on artists’ shows Museum will fit with the date collection statements displays the New Museum’s visit for inspiration and to display her best and exhibitions. philosophy and quality of and policies. mission statement. work so far. her personal artwork. “Artists” section that displays Amy clicks on a link that summaries of past and shows a peer’s success at current artists’ exhibitions. last month’s show. Finding out who to contact Learning about the “Applications” section with Amy explores the about becoming a featured application process for information about portfolio “Applications” section artist artists submission, requirements and sends an email to a and contact info coordinator
    • MARISOL MCLUHAN “I don’t want to waste my time taking my class on a trip to a cultural institution The Art Teacher where we won’t be welcomed or supported. Before I book a visit, I want to know that the museum’s education program will provide a valuable and challenging experience that reflects my students and my curriculum.” Demographic Tech Comfort Age group: 25-40 PC: Medium Years Online: 10+ Web: High Income: $50-75K Needs • Basic Information about group tours including costs, availability and how to book • Information about the current exhibits and how they connect to her curriculum • Curriculum resources to use before, during, and after her visit Motivations Scenarios Features Behaviors M arisol is a young and inexperienced Discover information on the Learn enough about an Hyperlinks to additional Marisol reads about an current exhibitions. exhibition to answer basic information regarding state interesting exhibit and clicks NYC teacher. She has been questions about it including standards addressed. on a link which explains its what educational value educational value. teaching art at a Brooklyn high school for they hold. two years, and feels like she’s starting Learn more about the Learn enough about Thorough description of the Marisol finds a link in the glocal to make some real headway with her museum’s education education programs educational program, broken navigation to the Education students. She thinks its time to reward her program and whether it to evaluate their down by grade and subject department and reads about aligns with her class’s appropriateness for a area. the programs available. best kids with a visit to a local art museum. curriculum. particular grade/subject. Because her class has shown an interest in Book a class visit or Schedule a visit during Interactive booking form with Marisol clicks on a “Book your contemporary art, she decides to learn more program. school hours with a calendar of available dates. tour today” button and is taken particular series of dates through a process filter. about The New Museum and the programs in mind. they offer to class groups. Because there Download curriculum Access reproducible Database of materials is Marisol can access this are a number of contemporary art galleries materials related to current pdfs of lesson plans, linked to both exhibit and database when browsing and institutions in the city competing for exhibitions. worksheets and materials. program descriptions. exhibitions, browsing programs, and after booking a tour. Marisol’s class’s time and attention, she needs to known what makes the New Contact someone in the Further questions or Interactive contact form. Marisol sees a “Contact” link education department. concerns not addressed by on the Education landing page Museum unique and why it would be the general site. Phone number and email and in several other spots that address of an actual human will allow her to send an email best place to bring her class before deciding in the Education or make a phone call. to make the trip.
    • complex interactions The Hipster The Art Teacher infrequent interactions The Artist frequent interactions The Tourist The Donor simple interactions
    • IA/ID Strategy for: The New Museum 5.2 Content Inventory 5.2.1 Scope For the purposes of this content inventory, Hunky Dory investigated each page in the New Museum website's hierarchy. Each piece of information on each page was cataloged and examined. Sections of information were "chunked." We did not catalog the entirety of the online store or the "Museum as Hub," as both are maintained by third- party vendors and not the New Museum. 5.2.2 Definition of Terms ID Column - used to identify the main section and pages within it Sub-ID Column - used to identify sub-sections within a particular page 2nd Sub-ID - used to identify sub-chunks within sub-sections Page Name - Title assigned by newmuseum.org to a given page Category Column Notations Page Types - Identified with a number in the "ID" Column (e.g. 1.0) Home page - www.newmuseum.org ONLY Landing page - the page you land on when you click on a link in the glocal navigation Form - an interactive form that pops up in a new window RSS Feed - used by patrons to subscribe to updates through a news reader service. XML format. Chunk Types - Identified with a number in the "Sub-ID" Column (e.g. 1.0.1) Local Navigation - the navigation that appears below the primary navigation within a section Page Navigation - anchor tags that jump between sections on a given page Page Title - large text that identifies the page Page Section Title - Title on gray bar within the page Page Sub-Section Title - title under Page Section Title, in orange Image Banner - wide banner that displays across the entire frame Image - an image that does not act as a banner Narrative Description - A chunk of narrative text, usually preceded by a heading or title in a grey bar that acts as an anchor tag (but not always) Contact Information - email addresses or phone numbers Sponsor Information (with or without logo) - A description of corporations or individuals who sponsored a given event or program. Sometimes with logos or links Link - link to an external site Internal Link - stand-alone link to a site within the architecture Date - date of an event Calendar - the list of events that appears on every page Visitor Info - the interactive box that appears on every page with hours, directions and admission prices Content Column - Used to summarize information contained within a chunk URL - assigned by newmuseum.org to a given page. Only note this when describing the page itself Notes - additional information that might be helpful © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 5.3 Competitive Analysis 5.3.1 Purpose Hunky Dory conducted a SWOT competitive analysis of five contemporary art museum websites in order to determine which traits are ideal to include in our redesign of the New Museum website as well as which traits to avoid. The seven categories that were evaluated (Home page design, Interior page design, Search functionality, Features offered, Navigation, Interaction design, and Commerce design) provided a wide range of information taken from all over the target websites, allowing for an in-depth analysis of the sites’ structures for the benefit of our project. © Spring 2008 Hunky Dory Design
    • 5.3.2 Competitive Analysis Data   Museu de Arte Walker Mass MoCA The Whitney Contemporanea de The Saatchi Gallery Niteroi URL www.walkerart.org www.massmoca.org www.whitney.org www.macniteroi.com.br www.saatchi- gallery.co.uk/ Home Page Design (+) Moving image (+) Graphics and (+) There is a link to (+) Image banner at (+) Strong central banner at the top of colors are "Tickets" on the the top of the image, with focus on the home page shows aesthetically pleasing homepage homepage is a name recognition all current events and slideshow of images of exhibitions right on the (+) Includes flash (+) Address and the exterior of the (+) Artist names in are front page slideshow phone number are museum building and in a drop-down menu available on the shots of interior (-) The page is much (+) Footer contains homepage (- ) Dead space under too long; users have to logo and contact (+) Glocal navigation the central image scroll down information (-) No alternative html along left-hand side continuously to see version (-) The home page is everything (+) Utilizes tabs for (+) Central panel has much too long; users global and local (-) Glocal navigation narrative description of have to scroll down (-) Contact navigation font is too small current events and continuously to see information is located exhibits everything at the foot of the (+) Sidebar displays (-) No visual logic, home page – requires current events & news priority, or sense of (+) Contact information too much scrolling spatial organization in footer (-) Ads and (-) Site utilizes too extraneous info below (-) Upcoming Events (-) Dropdown in upper many clashing colors logo makes page too are listed in a font that right corner navigates long is too small to external sites and organizations without (-) Global navigation (-) When a user clicks warning bar is less dominant on the tickets link, it than local navigation does not bring the (-) Site looks low-tech user to “Tickets” and somewhat dated   1
    • 5.3.2 Competitive Analysis Data   Museu de Arte Walker Mass MoCA The Whitney Contemporanea de The Saatchi Gallery Niteroi URL www.walkerart.org www.massmoca.org www.whitney.org www.macniteroi.com.br www.saatchi- gallery.co.uk/ Interior Page Design (+)Comprehensive (+) Calendars, In the (-) Secondary pages (+) Maintains the layout (+) Retains strong narrative descriptions Galleries, Performing look like a different conventions from the central image motif on most pages Arts pages consist website home page – slideshow from home page primarily of images banner, left-hand (using different (+) Easy to navigate to and captions (-) No features to navigation, and footer images) secondary and orient the visitors tertiary pages (+) Left sidebar shows (breadcrumb trail, (+) Content is displayed (+) Secondary pages corresponding pages etc.) in main panel obviously describe (-) The design for the in relation to sub- differing exhibitions secondary pages navigation (+) Simple, predictable (-) Internal links are lacks unity (-) Glocal navigation is and easy to use located on both left (-) Visit, Support & inconsistent and right hand side of (-) Glocal navigation About pages are (+) Banner image under the pages not available on every primarily narrative main banner changes interior page with few images to reflect content of the section (-) Difficult to navigate to home page without using the back button Search Functionality (+) Available on the (+) Search bar (-) No search engine (-) No search engine (-) Search engine glocal navigation bar available for events, buried in left-hand calendar, side local navigation performances, and gallery exhibits (-) No advanced search feature (+) Calendar, events, performances, and exhibition pages have search functions through date range, title, or category   2
    • 5.3.2 Competitive Analysis Data   Museu de Arte Walker Mass MoCA The Whitney Contemporanea de The Saatchi Gallery Niteroi URL www.walkerart.org www.massmoca.org www.whitney.org www.macniteroi.com.br www.saatchi- gallery.co.uk/ Features Offered (+) Exhibit, event, and (+) Informational (+) Users can buy (+) Information about (+) Information about tour information Pages include tickets online exhibitions current and past directions, information exhibitions (+) Online store on lodging, dining & (+) Google map (+) Information about tickets shows location of events (+) Contact info (+) Annual report museum (+) “Support” page (+) Information about (+) Virtual tour of (+) Contact includes different (+) Section for online educational programs gallery information types of membership, education donor levels & annual (+) Information about (+) Information about (+) Online exhibitions/ fund information (+) WhitneyCat, the the building itself artists photo galleries museum’s library (+) “About” page OPAC (+) Contact information (+) Information about (+) Directions and includes history, jobs & hiring the gallery for hours information FAQ’s, and other (+) Directions to and events features related to floor plan of the (-) No map of the the museum’s mission; museum (+) Saatchi online – building itself all include search individual webpages bars & links to specific (+) Photo gallery for artists (users can pages for each event create their own) or piece of art (+) MASS MoCA Store (though it is called “Hardware”, which is a confusing label) (+) MASS MoCA Blog features news and updates   3
    • 5.3.2 Competitive Analysis Data   Museu de Arte Walker Mass MoCA The Whitney Contemporanea de The Saatchi Gallery Niteroi URL www.walkerart.org www.massmoca.org www.whitney.org www.macniteroi.com.br www.saatchi- gallery.co.uk/ Navigation (+) The menus are very (+) Local navigation is (-) Main navigation (+) Global navigation is (-) Relies too heavily specific and through the left design is not visually clear and consistent on narrative comprehensive sidebar attractive descriptions (-) Glocal navigation (-) Primary navigation (-) Narrative (-) Local navigation is (-) No global or local has an overactive has smaller font and is descriptions are not limited to a “read organization of the dynamic menu dominated by consistent more” button on each features museum logo on the section that opens up (-) Local navigation left (-) Font used in pop- yet more text; no real (-) Most information (where it exists) ups is too small navigation within on the site is gathered appears inside frames; (-) Contextual sections on the primary page; bears no resemblance navigation is through (-) No designated therefore, there is no to the glocal images & bylines as local navigation (-) Many links are sense of organization navigation direct links unexpectedly external or categorization (-) Many links are unexpectedly external   4
    • 5.3.2 Competitive Analysis Data   Museu de Arte Walker Mass MoCA The Whitney Contemporanea de The Saatchi Gallery Niteroi URL www.walkerart.org www.massmoca.org www.whitney.org www.macniteroi.com.br www.saatchi- gallery.co.uk/ Interaction Design (+) No broken links (+) Sub-navigation is (-) Rollover menus are (+) Links work and take (+) Left and right hand clear and easy inconsistent the user where they glocal navigation with (+) Available (consistently located purport to clear labels information is on left sidebar) (-) Local navigation is comprehensive confusing (+) Provides current (+) Central images (+) Museum logo on information and drop down (-) Difficult to navigate left of top banner (-) ’Help’ is an external menus for artists and if user is unfamiliar with consistently linked to link; leads to Yahoo (-) Narrative is entirely in exhibitions site the homepage without warning Portuguese (-) Nearly everything is (+) “About” Page had located on the general and essential homepage, rendering information including it cluttered and “Contact” and overwhelming “FAQ’s” (-) Unclear which links (+) The only external are part of the gallery link is the online store site and which are not   5
    • 5.3.2 Competitive Analysis Data   Museu de Arte Walker Mass MoCA The Whitney Contemporanea de The Saatchi Gallery Niteroi URL www.walkerart.org www.massmoca.org www.whitney.org www.macniteroi.com.br www.saatchi- gallery.co.uk/ (+) Wide range of (+) Most shop pages (-) Cannot navigate (-) List of publications, (+) List of publications Commerce Design merchandise have products with back to home page but no online store for purchase available, from images, prices, short clothing and descriptions and (-) Search box is at the (-) No online purchasing (-) Must call or email accessories to media “Add to Cart” buttons bottom of the gallery to purchase and publications commerce page (-) The shop’s (-) No other products (+) Can buy “Wearables”, “Kids” (-) Navigation within for sale membership online and “MASS MoCA” the store is inconsistent pages are not within the rest of the (+) Store is easy to updated or empty site navigate and all objects are displayed well   6
    • IA/ID Strategy for: The New Museum 5.3.3 Summary Implications for New Museum Website Redesign After the completion of our competitive analysis, Hunky Dory determined that there are many opportunities to improve the New Museum's website that could add to the museum's prestige and bottom line. These included: Home Page Design We generally saw it as a good thing to have all the important contact information for the museum on the front page, above the fold. We will use colors and images in moderation in order to avoid a cluttered and visually disorienting page. We will make sure not to use small font for important information, and we will avoid having links to outside websites as part of the glocal navigation. Interior Page Design We found that the best interior pages were simple and easy to use, with a design layout that clearly indicated where in the site we were and had local navigation on every page. The worst pages that we reviewed lacked those qualities and had redundant or otherwise unnecessary information cluttering up the space, in addition to poor navigation. We decided that longer pages are more tolerable for interior pages than on the home page. Search Functionality We decided the worst search function is, of course, to not have any kind of searching at all. All the websites that we reviewed that had search functions had them built into the navigation bar or tabs, so that appears to be the standard that should be applied. Features Offered The best features that we frequently found were online stores, artist information, and exhibit/event information. All but one of the museums we reviewed had all of those on their website. The ones that we didn’t see used as often were maps of the buildings and photo galleries, but we think they are good to include. Navigation Our review shows that the best type of primary navigation is one that is visually attractive, obvious, and specific. We found that the worst type of navigation is hard to click on (in the case of poorly designed © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum dynamic navigation) and opens pop-ups to external websites. We thought that the best design for secondary navigation was where it was integrated into the primary navigation, but not to the extent where it eclipses it or is eclipsed by it. We liked when numerous sub- sections were available. Interaction Design We found a lot of problems in this section on the websites we reviewed. We need to learn from these mistakes and make certain we keep ads and content visibly separated, make the links clear and obvious, and be consistent. We also need to do right what they did right, by not having any broken links and having clear sub-navigation. We found that external links are best kept to a minimum as well. Commerce Design From our research we found that by far the most important thing to include in the website’s commerce section is tickets and membership. If the store is missing that, we don’t think it’s very good. We also learned that visual consistency and frequent updates are of the utmost importance in the store section, as it becomes very obvious when this isn’t the case. © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 5.4 Card Sort Study 5.4.1 Cards [Attached] 5.4.2 Results 5.4.2.1 The Hipster: Aaron, age 30 5.4.2.2 The Tourist: Jeff, age 40 and Maria, age 30 5.4.2.3 The Artist: Melody, age 26 5.4.2.4 The Teacher: Jeremy, age 32 5.4.2.5 The Donors: Susan, age 51 and Richard, age 51 © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 5.4.2.1 New Museum Website Redesign Card Sort Subject: Aaron, Age 30 User Group: Hipster 1.0 New Museum (Home) 1.2 Link to Rhizome Events and Exhibitions P Interactive Calendar 7.4 Calendar 2.2 Exhibition Pages 2.1 Current Exhibitions 2.3 Upcoming Exhibitions 2.4 Past Exhibitions 8.0 Exhibition Update (RSS) 6.2 Limited Editions 2.5 Special Projects M Online Collection & Exhibitions O Application and Submission Process for Artists 4.5.5.3 Bowery Artist Tribute 3.4 Get Weird 3.3 New Silent 3.2 Night School 7.2.1 “New Art, New Ideas” 3.1 Target First Saturday for Families 9.0 Events Update (RSS) E Event Ticker 3.5 Past Events Thank You 7.6.3 Thank You C Pictures of Patrons Contact Us 7.10 Contact Us 7.10.4 Specific Inquiries 7.10.3 General Inquiries Teaching Resources 4.2 Museum As Hub 4.3 Resource Center 4.3.5.4 Past Programs and Lesson Plans 4.3.5.2 Global Classroom Program 4.4 School and Youth Programs G Curriculum Resources 4.5 Teacher Resources 7.6 Leadership Visiting the Museum 4.0 Tours 7.1.7 Admission 7.3 New Building 7.1.7.2 Online Ticket Purchases 7.1 Visitor Information 7.3.4 Video of New Building © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 7.1.6 Visitor Policies 7.1.9 Map of Location H Schedule a Visit Form L Interactive Floorplan K Purchase Tickets (Events) 4.1.4.1 Tour Reservation Form 4.1.1 Info About Docent Tours 4.1.2 Info About Group Tours 4.1.3 Info About Self-Guided Tours A Animated Views of Building 4.1.6 Links to Downloadable Audio Tour by Floor B Dynamic Map 6.1 New Museum Store 7.1.8 New Food Cafe 7.8 Space Rental 7.8.2.2 Creative Edge Parties About the Museum 7.7.2 Significant Years 7.7.1 History 7.3.6.2 Grand Opening Press Kit 7.1.5 Museum Hours 5.2 Get Involved 5.2.5 Volunteer F Blog 7.5.5 Press E-news Signup 5.2.4 Intern I Reviews & Forums 7.1.3 Location N Jobs 7.1.4 Directions 7.2 Mission Statement 7.5.1 Press Releases Membership 5.1 Membership 5.0 Join 5.2.3 Donate 7.6.3.1 List of Corporate Sponsors 7.6.1 Trustees 5.1.3.4 Questions About Membership 5.1.3.2 Council Membership 5.1.3.3 Gift Membership 5.1.3.1 General Membership L Donation Form 5.4.1 Membership Calendar 5.3.1 Corporate Membership 5.3.4 Current Corporate Members D Pictures of Donors © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 5.4.2.2 New Museum Website Redesign Card Sort Subject: Jeff, Age 40, Maria, Age 30 User Group: Tourists Homepage 1.0 NEW MUSEUM K Purchase Tickets 7.1.7.2 Online Ticket Purchases 7.1.7 Admission 7.1.5 Museum Hours 7.1.3 Location 7.10 Contact Us 1. 7.1 Visitor Information 7.1.4 Directions B Dynamic Map L Interactive Floor plan 4.0 Tours H Schedule a Visit Form 4.1.4.1 Tour Reservation Form 4.1.3 Info About Self-Guided Tours 4.1.2 Info About Group Tours 4.1.1 Info About Docent Tours 4.1.6 Links to Downloadable Audio Tour by Floor 7.1.6 Visitor Policies 6.1 New Museum Store 7.1.8 New Food Café 7.10.3 General Inquiries (FAQ) 7.10.4 Specific Inquiries 2. 2.2 Exhibition Pages (Exhibitions) 2.1 Current Exhibition 2.3 Upcoming Exhibitions M Online Collection & Exhibitions 2.4 Past Exhibitions I Reviews & Forums 8.0 Exhibition Update - RSS 3. 7.4 Calendar P Interactive Calendar E Event Ticker 7.8.2.2 Creative Edge Parties 3.1 Target First Saturday for Families 3.5 Past Events 4. 2.5. Special Projects 7.2.1 New Art New Ideas 4.5.5.3 Bowery Artist Tribute 3.3 New Silent 3.4 Get Weird 6.2 Limited Editions O Application & Submission Process for Artists 5. 7.3 New Building A Animated Views of Building © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 7.3.4 Video of New Building 7.1.9 Map of Location (Interactive Map?) 7.7.1 History 7.7.2 Significant Years 7.3.6.2 Grand Opening/Press Kit 7.8 Space Rental 6. 4.5 Teacher Resources 4.3 School & Youth Programs 4.3.5.2 Global Classroom Program 3.2 Night School 4.3.5.4 Past Programs & Lesson Plans G Curriculum Resources 5.2.4 Intern 7. 5.1 Membership 5.1.3.1 General Membership 5.1.3.2 Council Membership 5.1.3.3 Gift Membership 5.3.1 Corporate Membership 7.6.3.1 List of Corporate Sponsors 5.3.4 Current Corporate Members 7.6.1 Trustees C Pictures of Patrons 5.4.1 Membership Calendar 5.2.3 Donate J Donation Form 5.1.3.4 Questions about Membership 4.4 Resource Center 5.0 Join 8. N Jobs 5.2.4 Intern 5.2.5 Volunteer 5.2 Get Involved Footer 7.2 Mission Statement F Blog 7.5.1 Press Releases 7.5.5 Press E-news Signup 1.2 Link to Rhizome UNCLASSIFIED 7.6 Leadership 4.2 Museum as Hub 9.0 Events Update – RSS 7.6.3 Thank You © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 5.4.2.3 New Museum Website Redesign Card Sort Subject: Melody, Age 26 User Group: Artist (Link to Rhizome was excluded) 1.0 New Museum (Home) Membership 5.4.1 Membership Calendar 7.6.3.1 List of Corporate Sponsors 5.3.4 Current Corporate Members 5.1.3.4 Questions about Membership 5.3.1 Corporate Membership 5.1.3.1 General Membership 5.1.3.2 Council Membership 5.1.3.3 Gift Membership 7.6.1 Trustees 5.1 Membership Forms & Applications H Schedule a Visit Form O Application & Submission Process for Artists 4.1.4.1 Tour Reservation Form J Donation Form Activities K Purchase Tickets 7.1.7 Admission 4.0 Tours 7.1.8 New Food Café 7.8 Space Rental 5.0 Join 5.2.3 Donate Museum Information 7.5.5 Press E-News Signup 8.0 Exhibition Update (RSS) 9.0 Events Update (RSS) 7.3.6.2 Grand Opening (Press Kit) 7.5.1 Press Releases 7.6.3 Thank You Online Information C Pictures of Patrons D Pictures of Donors © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 7.10.4 Specific Inquiries 7.10.3 General Inquiries 4.1.6 Links to Downloadable Audio Tour by Floor I Reviews & Forums 4.1.1 Info about Docent Tours 7.1.7.2 Online Ticket Purchases 4.1.3 Info about Self-Guided Tours M Online Collection & Exhibitions 4.1.2 Info about Group Tours About Museum 3.5 Past Events 2.4 Past Exhibitions F Blog 7.7.1 History 7.4 Calendar 7.10 Contact Us 7.1.5 Museum Hours 7.1.6 Visitor Policies 7.1 Visitor Information 7.1.4 Directions 7.1.3 Location 7.2 Mission Statement 2.3 Upcoming Exhibitions 2.1 Current Exhibitions 2.2 Pages for Exhibitions Architecture & Design 7.3 New Building 6.1 New Museum Store 7.1.9 Map of Location A Animated Views of Building B Dynamic Map L Interactive Floorplan 7.3.4 Video of New Building Projects 2.5 Special Projects 7.6 Leadership Resources G Curriculum Resources 4.4 Resource Center 4.5 Teacher Resources 3.2 Night School 4.3 School & Youth Programs 4.3.5.2 Global Classroom Program 4.3.5.4 Past Programs & Lesson Plans 3.1 “Target First Saturday for Families” © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 7.8.2.2 Creative Edge Parties E Event Ticker Jobs 5.2 Get Involved 5.2.4 Intern N Jobs 5.2.5 Volunteer Miscellaneous 4.2 Museum as Hub 4.5.5.3 Bowery Artist Tribute 7.7.2 Significant Years 3.3 “New Silent” (images & description) 3.4 “Get Weird” (images & description) 6.2 Limited Editions 7.2.1 “New Art, New Ideas” © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 5.4.2.4 New Museum Website Redesign Card Sort Subject: Jeremy, Age 32 User Group: Teacher Teacher Resources 4.4 Resource Center 4.3.5.4 Past Programs & Lesson Plans P Interactive Calendar F Blog 4.3 School and Youth Programs 4.3.5.2 Global Classroom Program 4.5 Teacher Resources G Curriculum Resources Schedule a Tour 4.1.4.1 Tour Reservation Form 7.8 Space Rental 7.1.7 Admission K Purchase Tickets 4.1.1 Info About Docent Tours C Pictures of Patrons 4.1.3 Info About Self-Guided Tours 4.1.2 Info About Group Tours 4.0 Tours H Schedule a Visit Form 7.1.7.2 Online Ticket Purchases 4.1.6 Links to Downloadable Audio Tour by Floor Views of the Museum L Interactive Floorplan 7.3 New Building 7.3.4 Video of New Building A Animated Views of Building B Dynamic Map Opportunities to Work with Us N Jobs 5.2.4 Intern Mission Statement 1.0 New Museum (Home) 7.2.1 “New Art, New Ideas” 7.2. Mission Statement Buy Our Stuff 7.1.8 New Food Café 6.1 New Museum Store General Information 5.2 Get Involved 7.4 Calendar 7.7.1 History 5.2.5 Volunteer 7.1.3 Location 7.6.3 Thank You © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 7.10 Contact Us 7.10.3 General Inquiries 7.1.6 Visitor Policies 7.1.5 Museum Hours 7.8.2.2 Creative Edge Parties 7.10.4 Specific Inquiries 7.3.6.2 Grand Opening Press Kit 7.1 Visitor Information 7.1.9 Map of Location 7.1.4 Directions Reviews and Outside Links 1.2 Link to Rhizome I Reviews and Forums 4.2 Museum as Hub 7.5.5 Press E-News Signup 7.5.1 Press Releases History 2.4 Past Exhibitions 3.5 Past Events 7.7.2 Significant Years Be a Part of Us 5.1.3.4 Questions About Membership 5.0 Join 5.1.3.1 General Membership 5.2.3 Donate 5.1.3.3 Gift Membership 5.3.1 Corporate Membership 5.1.3.2 Council Membership 5.1 Membership 5.4.1 Membership Calendar J Donation Form Who We Are 7.6 Leadership 7.6.1 Trustees 7.6.3.1 List of Corporate Sponsors D Pictures of Donors 5.3.4 Current Corporate Members Updates and News 8.0 Exhibition Update – RSS 9.0 Events Update – RSS E Event Ticker Special Events 4.5.5.3 Bowery Artist Tribute 3.4 Get Weird 3.3 New Silent 3.1 Target First Saturday for Families 3.2 Night School Current and Future Exhibitions O Application and Submission Process for Artists M Online Collection and Exhibitions 2.3 Upcoming Exhibitions 2.3 Exhibition Pages © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 2.1 Current Exhibitions 2.5 Special Projects 6.2 Limited Editions © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 5.4.2.5 New Museum Website Redesign Card Sort Subjects: Susan, Age 51, and Richard, Age 51 User Group: Donors UNCLASSIFIED 1.0 New Museum (Home) 1.2 Link to Rhizome 7.10 Contact Us 6.2 Limited Editions 2.5 Special Projects O Application and Submission Process for Artists 4.5.5.3 Bowery Artist Tribute 4.2 Museum As Hub SPACE AVAILABLE 7.8 Space Rental 7.8.2.2 Creative Edge Parties EMPLOYMENT OPPORTUNITIES N Jobs 5.2.4 Intern VISITING THE MUSEUM 7.1 Visitor Information 7.1.5 Museum Hours 7.1.7 Admission K Purchase Tickets 7.1.7.2 Online Ticket Purchases 7.1.6 Visitor Policies H Schedule a Visit form TOURS 4.0 Tours 4.1.1 Info about Docent Tours 4.1.2 Info about Group Tours 4.1.3 Info about Self-guided Tours 4.1.6 Links to downloadable audio tour by floor 4.1.4.1 Tour reservation form DIRECTIONS 7.1.3 Location 7.1.4 Directions 7.1.9 Map of location EXHIBITIONS 2.2 Exhibition pages 2.1 Current Exhibitions 7.2.1 “New Art, New Ideas” 3.4 Get Weird 3.2 Night School 3.3 New Silent 3.1 Target First Saturday for Families M Online Collection & Exhibitions © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 2.3 Upcoming Exhibitions 8.0 Exhibition Update –RSS 2.4 Past Exhibitions INTERACTIVE I Reviews & Forums F Blog INQUIRIES 7.10.3 General Inquiries 7.10.4 Specific Inquiries EVENTS 7.4 Calendar P Interactive Calendar E Event Ticker 3.5 Past Events 9.0 Events Update – RSS 5.4.1 Membership Calendar RESOURCES 4.2 Resource Center 4.4 Teacher Resources G Curriculum Resources 4.3 School & Youth Programs 4.3.5.2 Global Classroom Program 4.3.5.4 Past Programs & Lesson Plans OUR BUILDING 7.3 New Building L Interactive Floor plan 7.3.4 Video of new building A Animated views of building 7.1.8 New Food Café B Dynamic map 6.1 New Museum Store VOLUNTEER OPPORTUNITIES 5.2 Get Involved 5.2.5 Volunteer DONORS AND PATRONS 5.2.3 Donate L Donation Form 7.6.3 Thank You D Pictures of Donors C Pictures of Patrons 7.6.3.1 List of Corporate Sponsors INDIVIDUAL MEMBERSHIP 5.0 Join 5.1 Membership 5.1.3.1 General Membership 5.1.3.3 Gift Membership 5.1.3.4 Questions about Membership GROUP MEMBERSHIP 5.1.3.2 Council Membership 5.3.1 Corporate Membership 5.3.4 Current Corporate Members © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum FOR THE MEDIA 7.5.1 Press Releases 7.5.5 Press e-News signup 7.3.6.2 Grand Opening Press Kit MISSION AND HISTORY 7.2 Mission Statement 7.7.1 History 7.7.2 Significant Years 7.6 Leadership 7.6.1 Trustees © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 5.4.3 Summary We conducted a card sort study with 7 individuals. We made an effort to select participants that reflected user groups identified in our personas. Participants included a hipster, a teacher, an artist, two tourists, and potential donors. Several patterns emerged from our card sort study immediately. Many participants expressed confusion about several of the cards. Items like "Get Weird" and "Target First Saturday For Families" when taken out of context, were very odd to people. This confusion influenced our decision to remove these recurring events from the local navigation and instead present them in the same manner as other events. Also confusing were links to outside organizations like "Rhizome" and "Museum as Hub." Most participants gathered together background information about the museum in similar categories. 2 out of 7 participants included information like "History," "Mission," and "Leadership" in a category called "About" or "About the Museum," while others created separate categories for "New Building" or History. 4 out of 7 participants created a category called “Membership” in which they included all information related to members and becoming a member. 2 participants further subdivided this category into “Individual Membership” and “Group Membership.” Only one of the participants elected to use a schema similar to the current site’s “Join” category name, calling this category “Be a Part of Us” and including volunteering and employment opportunities in the same category. Almost everyone included lesson plans and the Resource Center in a category called, "Teacher Resources" or "Educational Resources," or just "Resources." All seven participants rejected the current site's convention of using a verb like, "Learn" for this category. Most participants created separate categories for Exhibitions and Events, while one participant combined them in one category. Some participants included Events under a section called, "Calendar" or "What's Happening," which led to our idea to present the museum's events in calendar form. © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum Based on the feedback generated through this study, we created the following labeling system: Global Navigation Labels: Exhibitions About Us Events History Visit Leadership Membership Trustees Corporate Sponsors Header and Footer Labels (on Press Releases every page) Space Rental My NewMuseum Login Our Mission Online Store Search Resources About Us Resource Center Contact Us Target First Saturdays Resources Curriculum Resources Jobs Global Classroom Partners Museum as Hub RSS Feeds Press E-news Signup FAQs Local Navigation Labels: Exhibitions Current Exhibitions Upcoming Exhibitions Past Exhibitions Online Exhibitions Artist Application Events Current Events Upcoming Events Past Events Special Projects Visit Tours Schedule a Group Visit Café Information for Teachers Visitor Policies Membership Individual Group Gift Membership Calendar © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 5.5 Features 5.5.1 Features List In addition to the content and features currently available on the New Museum website, Hunky Dory Design’s IA/ID Strategy includes the creation of the following additional features:  The addition of a “My New Museum” login feature which will allow users to access “members only” portions of the site including the ability to: o Create an online “My Events” calendar to keep track of events of interest o Shop online o Renew memberships online o Maintain RSS feeds, comments, and email alerts o Schedule group tours o And more!  An interactive “talk back” system that will allow users to post comments and feedback about events and exhibits  Animated of views of the new building’s architecture  Interactive Floor plan/Dynamic Map which allows users to scroll over a floor and learn more about exhibitions by location  An interactive collage of images from upcoming exhibits that, when rolled over, will pop up information about exhibitions and artists  An interactive calendar that, when scrolled over, will pop up information about events  Forms to ease the process of donating, scheduling a group tour, and other common tasks  Enhanced search capabilities  Addition of Online Collection & Exhibitions  Application Process for Artists & Submissions 5.5.2 Interactions Concept Drawings [attached] © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 5.6 Site Map Drafts Before arriving at our final IA/ID Strategy, Hunky Dory Design went through a series of design drafts. Attached is documentation of our design process. © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum 5.7 Paper Prototyping 5.7.1 Tasks The following tasks were given to the participants in our paper prototyping study. 1) If you landed on this homepage randomly, what would you be drawn to first, or what would you like to do? 2) Find an event taking place two weeks from tonight. 3) Find a map to the museum. 4) Buy a ticket to the museum. 5) Find the museum's mission. 6) Find the name of one of the artists currently on exhibition. 7) Find the store. 8) Schedule a group tour. 9) Read reviews of a current exhibition. 10) Buy a gift membership for a friend. 11) Download a lesson plan for your classroom. 5.7.2 Paper Prototypes [Attached] 5.7.3 Results [Attached] 5.7.4 Summary Paper prototyping was conducted between April 16th and April 23rd, 2008. Seven individuals were tested. A number of patterns emerged from our study. Design elements that worked across all participants included our interactive floor plan concept, the event calendar, and the exhibition landing page graphic. All users were able to easily locate basic information about the museum including location, hours, and were able to figure out how to purchase tickets online. A number of users suggested that we include artist’s names in our exhibition landing page interactive graphic, but most participants expressed excitement about the clean design of the site. Several problems became apparent over the course of our study. Two participants expressed confusion between the “About” tab and the “Visit” tab, which led to our decision to remove “About” from the global navigation and move it to the footer instead. Many users had a hard time locating the online store in its original location in the footer, so © Spring 2008 Hunky Dory Design
    • IA/ID Strategy for: The New Museum we moved it to the upper right and added a shopping cart icon to make it more prominent. Another task that seemed to be universally confusing was the “Schedule a visit” prompt. The problems users had with this task led us to modify the label on this link to read “Schedule a Group Tour.” All users struggled in locating information for teachers when we labeled this section “Resources” or “Educational Resources,” so we decided to create more prominent “For Teachers” links in a variety of locations on the site. After completing our paper prototyping study, we used the data collected to make some important decisions about the site, including changing the tab “Support” to “Join” and then finally to “Membership.” We also followed user feedback in our decision to create a “My New Museum” personalized login service on the site. Our final wire frames presented here represent our best effort based on feedback gleaned through this study. © Spring 2008 Hunky Dory Design