"Tate Website Relaunch: How to Survive a User-Centered Design Process" #mcn2012dsrpt MCN 2012, Seattle

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Following the development of the Tate Online Strategy 2010-12, a comprehensive overhaul of the entire Tate website and associated online content was undertaken and launched in April 2012.

This paper will examine our user-centred approach to the Tate’s website redevelopment. It will pick apart the project focusing on the practical recommendations in hope to serve as a case study for others planning complex website overhauls.

http://www.mcn.edu/2012/tate-website-relaunch-how-survive-user-centred-design-process

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  • I might see if I can find a nice Keynote transition that looks like an old video cassette being rewound and then zip back through all the slides we have just showin in like 10 seconds or something :-)\n
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  • Business as usual.\nWe needed to keep the old site going.\nWe had to support a major funding application by writing a 100 page technical specification about 4 months before launch.\nWe put the old site into a sunset mode in December with only business critical updates and it was really difficult to hold off until we could launch the new site.\n
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  • "Tate Website Relaunch: How to Survive a User-Centered Design Process" #mcn2012dsrpt MCN 2012, Seattle

    1. 1. website relaunch uncovered @teengily @stacker
    2. 2. 2000
    3. 3. 2004
    4. 4. 2006
    5. 5. 2012
    6. 6. In desperate need of repair
    7. 7. Website reskin
    8. 8. Design
    9. 9. One brand to rule them all
    10. 10. Website functionalities
    11. 11. Content and information architecture
    12. 12. Content review process Identify content owners Initial meeting Web requirements form Audiences Business Future requirements development Copy IA Review & revise content Images User test Feedback & discuss Videos Tags Review IA Content sign off Sitemap Stage 1: Stage 2: Stage 3: Post- Stage 4: Future pre-CMS Migration launch development
    13. 13. Target online audiences Regular exhibition Gallery visitors (site- and event visitors seers; first time visitors) Members Adult learners / self- improvers Patrons Artists and designers Researchers Families and children Press professionals Teenagers and young adults Students Local community Sponsors/Funders Government and funding professionals Teaching staffInternational (non-English Museum professionals speakers)
    14. 14. Example users and goals Students - Core: Young Tate, Researching work or artist or theme (Collection, online resources), research by Tate, jobs or work experience, public research facilities - Secondary: What’s on, Visit, Ebulletins, Blog - Tertiary: Membership Researchers - Core: Information about work / artist / theme (Collection, online resources); academic research carried out by Tate, jobs, public research facilities; catalogue entries; referencing Tate - Secondary: Research projects, Blog, What’s on, Visit, Ebulletin - Tertiary: Shop (Tate Publishing) Self-improvers (adult learners) - Core: What’s on; information about work / artist / theme (browsing); Blog; Membership; Ebulletin - Secondary: Visit - Tertiary: Projects Teachers - Core: school visit information, classroom resources, what’s on for schools (exhibitions, events) - Secondary: teachers development programme, Collection, Blog, school projects - Tertiary: Tate Kids, Young Tate
    15. 15. Nuts and bolts
    16. 16. Life after the launch
    17. 17. http://www.tate.org.uk/art/artworks/british--school-title-not-known-t11310
    18. 18. http://www.tate.org.uk/art/artworks/deller-the-history-of-the-world-t12868
    19. 19. http://www.tate.org.uk/art/artworks/blake-nebuchadnezzar-n05059
    20. 20. http://www.tate.org.uk/art/artworks/celmins-jupiter-moon-constellation-ar00481
    21. 21. http://www.tate.org.uk/art/artworks/wyllie-the-battle-of-the-nile-n01697
    22. 22. http://www.tate.org.uk/art/artworks/guo-qiang-mr-ye-who-loves-dragon-t11985
    23. 23. http://www.tate.org.uk/art/artworks/turner-the-scarlet-sunset-d24666
    24. 24. http://www.tate.org.uk/art/artworks/ruscha-the-end-1-t07512 @teengily @stacker

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