1.
website relaunch uncovered
@teengily
@stacker

2.
2000

3.
2004

4.
2006

5.
2012

6.
In desperate need of repair

7.
Website reskin

8.
Design

9.
One brand to rule them all

10.
Website functionalities

11.
Content and information architecture

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.
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)

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.
Nuts and bolts

16.
Life after the launch

17.
http://www.tate.org.uk/art/artworks/british--school-title-not-known-t11310

18.
http://www.tate.org.uk/art/artworks/deller-the-history-of-the-world-t12868

19.
http://www.tate.org.uk/art/artworks/blake-nebuchadnezzar-n05059

20.
http://www.tate.org.uk/art/artworks/celmins-jupiter-moon-constellation-ar00481

21.
http://www.tate.org.uk/art/artworks/wyllie-the-battle-of-the-nile-n01697

22.
http://www.tate.org.uk/art/artworks/guo-qiang-mr-ye-who-loves-dragon-t11985

23.
http://www.tate.org.uk/art/artworks/turner-the-scarlet-sunset-d24666

24.
http://www.tate.org.uk/art/artworks/ruscha-the-end-1-t07512 @teengily @stacker