SlideShare a Scribd company logo
website relaunch uncovered

                   @teengily

                   @stacker
2000
2004
2006
2012
In desperate need of repair
Website reskin
Design
One brand to rule them all
Website functionalities
Content and information architecture
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
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 staff

International (non-English     Museum professionals
        speakers)
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
Nuts and bolts
Life after the launch
http://www.tate.org.uk/art/artworks/british--school-title-not-known-t11310
http://www.tate.org.uk/art/artworks/deller-the-history-of-the-world-t12868
http://www.tate.org.uk/art/artworks/blake-nebuchadnezzar-n05059
http://www.tate.org.uk/art/artworks/celmins-jupiter-moon-constellation-ar00481
http://www.tate.org.uk/art/artworks/wyllie-the-battle-of-the-nile-n01697
http://www.tate.org.uk/art/artworks/guo-qiang-mr-ye-who-loves-dragon-t11985
http://www.tate.org.uk/art/artworks/turner-the-scarlet-sunset-d24666
http://www.tate.org.uk/art/artworks/ruscha-the-end-1-t07512   @teengily   @stacker

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

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  55. 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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  61. 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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