Content Strategy Presentation
Table of Contents
Executive Summary
Through the content audit, our team analyzed the design, content structure, and
usability of the website.
Some key findings:
Strength the content to emphasize Brooklyn Museums’ goals and missions
Examine whether existing content is enough to define and explore Brooklyn Museum’s goals and missions.
Leverage Existing content
Evaluate current content available and offer feasible recommendations to better integrate content through all channels.
Enhance understanding of educational and cultural excellence
The Brooklyn Museum makes its contribution to society through innovative
exhibitions and unconventional and pioneering educational events and programs.
Expand content availability to target audience
Access and identify how content can improve experience of its target audience
through various streams of content delivery systems, such as social media and websites.
Purpose of study: [Expand Reach and Engage local communities]
Under the direction of Christopher Collette, a professional Content Strategist, and instructor, fifteen graduate students from the Pratt Institute School of Information serve as “content experts” for the purposes of this study.
Gathered background information about Brooklyn Museum
The team of content experts conducted extensive research using a variety of sources. They examined the museum's website, social media accounts, and marketing materials to gain insight into its history, mission, and values of Brooklyn Museum.
Conducted a content analysis
Each evaluator conducted a content analysis of the Brooklyn Museum website which included content audit, competitive analysis, user personas, user journey map, and user testing.
Developed Deliverables and Recommendations
Developed and organized deliverables and recommendations for Brooklyn Museum website to implement to enhance the user experience.
Methodology
Key Themes & Top Takeaways:
[Brooklyn Museum] Content Audit
Content
The content on the website is reflective of the museum’s mission and values but highlighted content is mainly related to current exhibitions, events and store products.
Layout
The organization of the content is confusing and there is no uniform layout of the content throughout the website.
Navigation
Several sub-navigation links do not follow the architecture of the site’s format and layout of categories. It is also difficult to navigate to the artwork and collections of the museum.
Alt-Text/Image Descriptions
The website consists of a large number of images which require alt-text for screen readers to read them. Image descriptions should also be included for people with disabilities like color perception differences and sensitivity.
Key Themes & Take-Aways: Global
Use of Oversized Images
The site uses a variety of colorful, high-quality photographs as their calling card. The images are large and not consistent in size across the pages.
Promotion of Exhibitions/Events
The homepage primarily showcases current and upcoming events, exhibitions, programs, etc. But there isn’t enough information about the featured events.
Lack of general information
There is no general introduction information about the museum, it’s visiting hours or days, etc.
Consistent Menu Bar
The top navigation menu bar is fixed and accessible as the user scrolls down the home page.
Key Themes & Take-Aways: Home Page
Comprehensive and diverse collection
The museum’s collection includes all kinds of artwork that encompasses a long history, demonstrating inclusivity and diversity.
Clear layout of the content
Special exhibitions are presented towards the top of the page, followed by key artworks on ‘spotlight’ and then the various collections on display.
Lack of categorization within the collections
There is no filter to sort through the massive amount of artworks in specific collections. (Eg. Time Period, Artist, Location, etc.)
Difficult to navigate to online collections
The online collection is under ‘Art’, third on the sub-navigation bar, making it hard for user to locate easily.
Lack of information of artwork in collections
Artwork in collections are displayed through images placed in grids. There isn’t any general information (Eg. Title, Artist, etc.) or the ability to preview information.
Key Themes & Take-Aways: Collection
Visual Hierarchy of Elements
The content density is well spaced between titles, subtitles and descriptions.
Content presented in different formats
The events page is organized in different formats through listings, calendar visual and featured events with images.
Typographic Hierarchy
The sizing of typography used and similar color styles make it difficult to read key features of each event.
Day-By-Day View of Events
Lacking the ability to see an overarching view of the events being conducted by week or month.
Featured Events are not highlighted
The upcoming, featured events aren’t being highlighted and instead are displayed using small images in a column to the left of the primary content.
Key Themes & Take-Aways: Events
High value content is prioritized
The overall content is largely informative consisting of dense, text- based content with few images. The key information is clearly highlighted and emphasized.
Inconsistent layout of content and section margins
The layout of the content and the margins between different paragraphs and sections do not follow a uniform style on the same page. It makes the page look cluttered and hard to read for the users.
Access and visibility
It isn’t easy to locate the accessibility and features page from the ‘Visit’ page as the page is hidden within the top filter bar.
Unavailable Links
The tour page only lists out the current exhibitions instead of providing an embedded link for users to explore and learn more details.
Key Themes & Take-Aways: Visit
Similar content used across different platforms
Similar images and posts are used across different platforms like Facebook, Instagram and Twitter. Video content is adjusted in length based on the platform.
Encompass free expression and open values
They share content from a wide variety of artists (different genders, races, ethnicities,etc.) as well as frequent tribute posts for notable people in the industry.
High frequency and active engagement
All platforms have relatively high frequency of posts and displays active two way communication throughout all their official channels.
Social media platforms not connected
All the accounts on different platforms are not linked or cross referenced.
Tags for contributors missing on Instagram
Instagram posts are missing tags for contributing artists. Lack of connecting credited accounts reduces exposure of content to wider audience.
Key Themes & Take-Aways: Social Media
Audience Analysis:
Personas
Personas
Summary of Personas
Justin Blake
Mandy Smith
First-Time Museum Attendee
Arts Educator
Sophia Smith
Museum Board Member
Personas
Summary of Personas
Sophie Greenberg
Jessie Tyler
Long-term Museum Patron and Donor
Art Historian Researcher
Museum Board Member
First-Time Museum Attendee
Motivations | Scenarios | Features | Behaviors | Content Selections | Organizational Challenge |
Justin wants to find some art inspirations for his upcoming graduation project. | Justin wants to find art inspiration. From Home page, Justin navigates to the “Arts” exhibition page | Highlight introduction of Thierry Mugler. | Justin clicks the poster for the “Thierry Mugler” link located on the homepage. | Exhibitions about future-cloth design. | Thierry Mugler content occupied too much attention when browsing and that unintentionally neglects chances to navigate other designers’ pieces. |
Justin has a 6-year-old sister and she is interested in art exploration. Justin wants to spend a good weekend with her and make artwork together. | Justin wants to find if the Brooklyn Museum has the art classes that is suitable for 6-year-old child. | Search bar, Learn section. | Justin click the “learn” from the navigation, lead to the Education> Art classes> Family art magic | Art classes, Family Art Magic Program, Families section under education. | Related information is too much and content is highly overlapped. |
Demographics | Personal Background |
Age: 22 Marital Status: Single Occupation: Student Location: Columbus, Ohio Education: Undergraduate Web Comfort: High | From an early age, Justin is obsessed with fashion and wish one day he can get into the industry. He then successfully gets enrolled in Parsons School of Design, majoring in fashion design, and now is his third year. He is currently struggling with his final year design production and wants to visit some successful designer’s exhibitions to get some inspirations.His family will come to New York to visit him this weekend. |
Arts Historian Researcher
Motivations | Scenarios | Features | Behaviors | Content Selections | Organizational Challenge |
Gain a deeper understanding of how Egyptian art has evolved throughout history | Jessie browses the navigation bar but cannot find the online collection tab on the first navigation bar. They think they’d just search. | Collections page, Advanced search, Zoom in & out functions of picture | They use the search bar, typing “egyptian collection” to locate the page and then find related Egyptian art collections. | High-quality pictures of Egyption art, accurate information of the art piece, museum location of the art piece and if it is on view currently. | The online collection tab is bit hard to find |
Demographics | Personal Background |
Age: 29 Gender: Non-binary PC Comfort: High Web Comfort: High Museum Visit Frequency: Monthly | They are a PhD student at Columbia University and interested in sharing their knowledge about Egyptian art history. They have been doing research on Egyptian art history for over 6 years. They always keep an eye on the new findings in Egyptian art history through online cohorts and in-person visit to art institutes. They visit museums and art galleries once a month. They enjoy teaching and educating art history knowledge to other people. They have been a university TA in an art history course. |
Motivations | Scenarios | Features | Behaviors | Content Selections | Organizational Challenge |
To find inspirations for research from new art exhibitions | Jessie browses the navbar to find a page for new exhibitions, but is unable to find such a page. They think the ‘Current’ page might be the page for all current art exhibitions. | Featured Exhibitions, “Current” page, attractiveness of media (pictures and videos) | Jessie navigate to the Exhibitions page under the ‘Art’ tab, click on the ‘Current’ tab and browse the page. | Opening hours, exhibition duration, pictures, location of the Brooklyn Museum, exhibition detailed content | The wording of sub-navigation bar and page section headlines are not clear, which confuses the user with the page content. e.g. It is difficult for user to find regular collections, as the information is under special exhibitions, requiring more scrolling |
To find more career opportunities to conduct research in Egyptian art | Jessie navigates to footer to find the ‘careers’ page for the museum. They don’t see the exact same tab so they click on the ‘About’ and search around the page. | ‘About’ page, ‘Careers’ page, Job title link, Job postings, Job description | Jessie click on the “About” tab in the footer and then navigate to sub-menu, click on the “careers” tab. They browse the career-related content and find a research assistant role. | Qualifications, Salary, working hours, how to apply, contact email | Career opportunities are hard to find, as they are buried in the footer-About-Careers. |
Audience Analysis:
User Journeys
The Customer Journey Framework
A framework of consumer decision making to help understand content and functional requirements – ultimately to move a customer /client/constituent from one stage to the next.
Identification
Awareness/
Exposure
Consideration/
Evaluation
Select/
Application
& Verification
Relationship Building & Support/Ongoing Engagement
1
1
2
3
4
5
The Customer Journey Framework
A framework of consumer decision making to help understand content and functional requirements – ultimately to move a customer /client/constituent from one stage to the next.
A framework of consumer decision making to help understand content and functional requirements – ultimately to move a customer /client/constituent from one stage to the next.
BACKGROUND
RESEARCH
COMPARISON �
FINAL SELECTION AND ENGAGEMENT
Identification
Awareness/
Exposure
Consideration/
Evaluation
Select/
Application
& Verification
Relationship Building & Support/Ongoing Engagement
1
1
2
3
4
5
Art Historian Researcher
Customer Journey
Art Historian Researcher
Customer Journey
An art historian researcher is looking for some Egyptian artwork collections for their research. They notice the wonderful Egyptian art collections on Brooklyn Museum’s instagram posts. By then browsing through the Brooklyn Museum website, they know more about this topic and plan a trip to visit to learn more. They go to the Brooklyn Museum in-person to study on the art collections and learn from museum staff. They also visit the museum’s online collections to take a closer look at artworks in detail.
The 411:
Driver:
Art Historian Researcher
Customer Journey
1
Identification
1
Awareness
2
Consideration
3
Selection
4
Engagement
5
Needs
Behaviors & Tasks
Content
Currently don’t know what specific artwork is at the Brooklyn museum.
Requires an easy way to access information about art through the Brooklyn museum.
Ask colleagues if they know what kind of artwork is displayed at the Brooklyn museum.
Scrolls through the Brooklyn museum’s latest social media (Twitter,Youtube, etc.) posts to see if there are any information about Egyptian art.
Social media posts on Egyptian art in Brooklyn Museum.
Videos about Egyption collection in Brooklyn Museum.
Art Historian Researcher
Customer Journey
1
Identification
1
Awareness
2
Consideration
3
Selection
4
Engagement
5
Needs
Behaviors & Tasks
Content
Understand where to find detailed content about Egyptian art collections.
They must know how to navigate through content provided by the Brooklyn museum.
Browse Brooklyn Museum’s website for collections information.
Search collections on the Brooklyn Museum’s website.
Art collection page (Collection: Egyptian, Classical, Ancient Near Eastern Art)
Search bar.
Art Historian Researcher
Customer Journey
1
Identification
1
Awareness
2
Consideration
3
Selection
4
Engagement
5
Needs
Behaviors & Tasks
Content
Organized collection of artwork that allows the user to easily identify and locate Egyptian art work.
Accurate information about Egyptian art pieces.
High quality images that can zoom in for more details.
Find information about Egyptian art pieces.
Take a closer look at the specific Egyptian artifacts
Take note & save information of artifacts.
High quality images that enable users to zoom in and out.
Correct text and labels (e.g., Period, Geographical Locations, Catalogue Description).
Advanced search function of the online collection.
Art Historian Researcher
Customer Journey
1
Identification
1
Awareness
2
Consideration
3
Selection
4
Engagement
5
Needs
Behaviors & Tasks
Content
Decide on which art pieces they would use for their research.
Determine which pieces they want to see during their in person visit to the Brooklyn Museum.
Whether the specific art pieces are on display.
Click on a specific artwork to look at.
Read about the details of each artwork.
Save information of art pieces that they would like to see when they visit.
Introduction to the specific art piece.
Video and images of the art piece.
Location of specific art pieces in the Brooklyn Museum.
Display information of art pieces
Art Historian Researcher
Customer Journey
1
Identification
1
Awareness
2
Consideration
3
Selection
4
Engagement
5
Needs
Behaviors & Tasks
Content
Plan the visit to the Brooklyn Museum.
Buy tickets and go to the museum to see chosen Egyptian art.
Learn more from people working at the museum for more details.
Search for general museum visit information.
Purchase admissions ticket.
Follow museum map.
Ask questions about the museum and the chosen artworks through emails, social media and from museum staff.
Admission information.
Opening hours.
Price of ticket.
Museum location and floor plan.
Physical egyptian art work.
Competitive Content Assessment
As a group, we evaluated the digital content from several other similar museums, looking closely at how each approached the following:
Content Content Assessment
Museums:
The British Museum, Los Angeles County Museum of Art (LACMA), The Frick Collection, El Museo del Barrio, The Guggenheim, Museum of Contemporary Art (MOCA) Los Angeles, Brooklyn Academy of Music (BAM), Museum of Modern Art, San Francisco Museum of Modern Art (SFMOMA) , The Victoria & Albert Museum (UK)
Los Angeles County Museum of Art (LACMA)
33
The LACMA website offers users an
optimal experience with precise
segmentation and directs users with
clear signposts to navigate and locate
the information they seek.
• Clear dividing lines on each page
create a concise layout, which
successfully directs users’ flow and
signals users with efficient
Feedback.
• A consistent banner on top gives
instant & responsive feedback
anytime to help users locate their
information and needs.
El Museo del Barrio
The El Museo del Barrio website promotes and celebrates Caribbean and Latin American art.
34
The Guggenheim
The combined accessibility resources, interactive content, and well organized visiting information increase user engagement both online and in the physical space.
• Well structured and organized
“Plan Your Visit” page
• Extensive Accessibility Resources
• Interactive Content
35
Brooklyn Academy of Music (BAM)
The Brooklyn Academy of Music (BAM) effectively displays just enough information at the right time to invite users to explore their diverse range of program offerings.
• BAM highlights featured programs while giving equal visual treatment to others, making it easy for audiences to find programs of interest.
• Programs are easy to browse by type and date on all pages.
• Vital program information is frequently listed on the same page, decreasing journey lengths to meet user goals.
36
The Victoria & Albert Museum (V&A), UK
Unique branding via organised and approachable content.
37
Social Media
Social Media
Content Classes
Freund’s Framework
Inspirational: Influence buyer’s beliefs on what is possible.
Motivational: Incite your audience into taking a desired action.
Emotional: Instill feelings of goodwill and affinity in your products.
Contextual: Build confidence and respect for your company.
Informational: Build confidence and knowledge in your product.
Motivate and engage audiences through video channels
YouTube videos and social media (TikTok, Instagram, Facebook videos) are an accessible and effective means of providing informational and contextual content to the audiences and positively motivate the audiences to attend and engage in the Museum’s exhibits and events.
Showcase the Brooklyn Museum via social media platforms
Facebook, Twitter, TikTok and Instagram showcase current exhibitions, events, programs, and experiences at the Brooklyn museum which evokes an emotional response that facilitates understanding and engagement.
Digital guides and disability accommodations give contextual support
Digital navigation guides and accomodations information on the website provide the user a level of contextual and informational content. This aids users confidence level in navigating the physical space and engaging in programing and exhibitions.
Content Classes: Summary
Content Channel Summary
Maintains Strong Contextual Information
On its website and social media, the Brooklyn Museum thoughtfully describes exhibitions, programs, and experiences. Their detail helps users understand each work, program, or experience and supports BKM's inclusivity and information sharing goals.
Social Media Content�The Brooklyn Museum's website has thorough social media copywriting. Editorial enhances images and social media posts. Long-form writing improves storytelling, insights, thought-provoking ideas, and accurate citation/crediting of all parties.
Length of Videos Presented Across All Platforms�Video material from the website is repurposed across BKM’s social media accounts. Some videos are brief (30 seconds or less) while others are extensive (more than one minute), adding a visual element to the content's comprehensive text. �
Content Channel Summary
Brand Tone of Voice
12 Dimensions of Tone
1) Word Length
2 ) Sentence Length
3) Tempo
4) Pronouns
5) Conciseness
6) Jargon
7) Buzzwords
8) Cliches
9) Contractions
10) Colloquialism
11) Obscure Words
12) Mistakes and Rule-Breaking
Credit: Watch Your Tone! © Acrolinx
Brand Tone of Voice
Three Main Brand Tones
Tone of Voice Reinforces The Brooklyn Museum’s Brand, Mission, and Values
The tone of voice supports the brand very well.
Editorial Strategy
The Museum’s editorial strategy image and topic-wise aligns perfectly with the overall brand values we’ve previously discussed. However their tone of voice of some of their informative pages does not match up with their content and marketing overall, and does not align with their overall brand values of inclusivity and community being overly lengthy and jargon heavy.
Brand Tone of Voice
Content Production Process & Workflow Overview
Content Production Process & Workflow
A sample process map:
From A Guide to Production Planning: Work Flow, by Liam King
Content Templates Overview
Content “chunks”
Component-based templates make authoring easier and content more consumable and reusable; they speed up the content development process and reveal content gaps.
Attractive Images
Selecting attractive images for each pages, embedded short GIF or video on the page.
Metadata
Tagging content makes it discoverable and connected, and adds valuable nuances to searchability and insights into user behavior.
Separate the content from the form
Channel-agnostic content adapts well, travels well, is reusable, and empowers users.
COPE
Create Once, Publish Everywhere
Content Templates Overview
Content Templates: Exhibitions
Content Templates: Events
Content Governance Plan
Governance develops standards that provide
direction and oversight
for enterprise content.
Credits: Michael Andrews, Kentico Kontent
Content governance plan
A set of tools
For everyone, not just one team
Enabling change
Enabling consistency
Key areas to focus on:
Credits: Meghan Casey
Content governance plan
What would a content governance plan look like at The Brooklyn Museum?
Content governance plan
Process Step | Explanation |
Ownership: who in the organization is responsible for this content? (e.g. business or functional unit) | The Marketing Team is responsible for this content. |
Business value: to which business unit(s) does this piece of content provide value or support a business need? (one or more) | Tiktok videos are an entertaining and engaging way to bring people into the museum, sell tickets and promote the museums’ brand. |
Repurposing: can this content be repurposed, extended over time to extend its shelf life and increase its value to the business over time? | Yes the content can be repurposed and repackaged, is online for an extended period of time. However it may lose value over time, since additional content is typically preferred. |
Shelf-life: is this content temporal (valuable to the business for a fixed period of time) or timeless (valuable for an indefinite period of time) | This content is timeless, valuable to the business for an extended period of time. It is clear and easy marketing throughout the tiktok application. |
Standards: does the content follow brand, editorial, structural standards? How? | The content is following a certain elegant, fashion forward and trendy brand aesthetic online, as well a being clearly model and designer focused specifically. Yes, it follows the brand’s standards and has a specific look and feel to it. |
Measurement: how will you measure the content’s effectiveness? | The content’s effectiveness could be measure through tiktok engagement metrics. The videos could also be shared to instagram, facebook, or other accounts. |
Actions: what actions will you plan to take on the content based on the measurements outcomes indicated above? Extend? Archive? Unpublish? | Videos could be actively promoted if they need more viewership, or to bring in a certain audience, as well as potentially sell more ticket to the museum and exhibits. It could also be archived if it’s out of date or not being particularly well-received. |
Content selection: Brooklyn Museum Official Tiktok, Publication. By Julia Maloof
Other Tips:
Credits: Meghan Casey
Content governance plan
Mobile Content Assessment Summary
Consistently uses plain language and easy-to-scan formatting.
Throughout their website and external content channels, BKM employs straightforward and easily understandable language to describe their collections and offerings. They often focus on one idea per paragraph, making content easy to scan.
Mobile Content Assessment Summary
Mobile: Get Tickets and Teen Public Programs
Columned content looks unpolished.
BKM’s techniques for creating responsive content makes pages with columned content format awkwardly on mobile, creating an unpolished experience.
Mobile Content Assessment Summary
Desktop and Mobile: Membership
Reliance on PDFs makes press, accessibility, and education content difficult to use.
Because PDF content is not chunked to respond to user screen size, users must constantly zoom, scroll, and pan to access content. BKM consistently uses PDFs to share press releases, lesson plans, and accessibility program materials.
Mobile Content Assessment Summary
Content Usability Summary
Content Usability Summary
The Process:
A total of 20 users were provided with two pieces of unique digital contents (each) from the Brooklyn Museum’s website and/or social media channels.
Each user was asked to browse or watch two pieces of contents and answer 6 questions about their understandings and feelings.
We found the following trends among the results.
Content Usability Summary
Question | Yes | No |
Are you familiar with the The Brooklyn Museum? If so, how? | 11 | 9 |
Did this content piece contribute to / enhance your understanding of the The Brooklyn Museum, its mission and goals? | 29 | 11 |
Was this content piece easy to understand? | 35 | 5 |
Was this content piece structured in a way that made it easy to read/consume? | 35 | 5 |
Would you share this content with someone, either via email or a social media channel? Why (or why not) | 27 | 13 |
Did this content piece encourage you to explore other pieces of content on the site? If so, how and why? | 32 | 8 |
Content Usability Summary
Most content pieces reflect the mission and goals of the Brooklyn Museum.
Prompt: Did this content piece contribute to / enhance your understanding of the Brooklyn Museum, its mission and goals?
-“Yes.. It helps me understand what type of museum they are and what they are interested in teaching us about.”
[Responding to the Online Collection Page]
-“Yes. It shows their values — they are featuring an artist who identifies as queer and is a part of the queer, Asian creative community.”
[Responding to the Exhibition Page “Oscar yi Hou: East of sun, west of moon”]
Content Usability Summary
Most of the Brooklyn Museum’s content is easy to understand and consume, but users expect to see fewer texts and more images.
Prompt: Was this content piece easy to understand?
-“Yes, it was informational and to the point.”
[Responding to the Event Page for Exhibition Brooklyn Symphony Orchestra: Grieg and Sibelius]
Prompt: Was this content piece structured in a way that made it easy to read/consume?
-“Yes, I liked that there were images along with the heavy text.”
[Responding to the Exhibition Page “Thierry Mugler: Couturissime”]
-“No, I think there is too much text which I found hard to read.”
[Responding to the Program Page “Adults: Gallery/Studio Program”]
Content Usability Summary
Users would be willing to share the Brooklyn Museum’s content with someone who is interested in relevant topics or museum information through URLs and social media.
Prompt: Would you share this content with someone, either via email or a social media channel? Why (or why not)?
-“Yeah I think I would share it with someone who is interested in this type of content.”
[Responding to the Exhibition Page “Climate in Crisis: Environmental Change in the Indigenous Americas”]
-“Yes, I would share it with friends who are interested in visiting museums and those who have an interest in the subject.”
[Responding to the Press Article Document “The Brooklyn Museum Presents Africa Fashion”]
Voice-based Content Assessment
Voice-based Content Assessment
Voice-based systems retrieved most content requested (sometimes on the second or third attempt) except for occasions like: Getting tickets; Events calendar; specifics related to Exhibitions
Prompt: Did the system retrieve the piece content that you requested? How accurate was
the response you received?
-“Yes, but I had to try thrice to get the right response. Siri initially tried to open TikTok and showed search results on the TikTok app.”
[Tanmaya requesting “A Look Inside Thierry Mugler: Couturissime - Youtube Video” page using SIRI]
-“Siri attempted to access my calendar to answer this inquiry. I tried a second request, and successfully received the correct page as my first result. Successful inquiry: “Hey Siri, please access The Brooklyn Museum’s Hands-On Art Blackout Poetry.”
[Tess requesting “Hands-on Art: Blackout Poetry” event listing using SIRI]
-”No, the system did no retrieve what I requested.It led me to apple maps and provided directions to the Brooklyn Museum instead of directing me to the website’s Get Tickets page.”
[Priscilla requesting “Get Tickets” page using SIRI]
Voice-based Content Assessment
Recommendations:
Pronunciation guide for artists’ names; optimize content using keywords and keyphrases
“Provide a pronunciation guide of uncommon names and words used in the webpages and their metadata to reduce the barrier to access these content when users access them through voice-based systems.”
[Lin Jennie using SIRI]
“Optimizing content for search engines so that it's easy to find by voice assistants. Using relevant keywords and phrases that people are likely to use when searching for information.”
[Lalita Chavan using Alexa]�
Voice-based Content Assessment
Recommendations:
Optimize results for content that is more relevant and popular
“Even though it is the same content in tumblr and instagram. It will be more voice friendly if BM can prioritize its results by likes or most viewed. The tumblr post only has 22 likes, but the instagram post has more than 600.”
[Lin Shuyang using SIRI, requesting Instagram post]
Improve website navigation, keep a standard: same names on page addresses and content sections
“ I would let the Museum know that they should title their pages and tabs in tandem. It was confusing to see an “Education” page option on Google, when the tab is listed as “Learn” on their website. Their web address also lists “education” as the name of the page.”
[Maloof using SIRI, requesting the “Learn” page]
Final Recommendations
Incorporate a consistent tone of voice throughout The Brooklyn Museum’s social media platforms to avoid confusion
Since the overall tone of BM is warm and welcoming - they should incorporate this language on all their content.
Final Recommendations
Having consistent content across pages that provide same/similar information.
Problem
Solution
Final Recommendations
Improve Accessibility Resources for Users with Sensory Processing Disorders
Final Recommendations
Final Recommendations
Having easier access to the general tickets option.
Problem
Solution
Improve Discoverability and Navigation within the collections and artwork
Final Recommendations
Simplify the navigation menu and keep the navigation system consistent
Problem: Current navigation contains multiple layers and have different labels directing to the same page, which can be not intuitive and confusing for users
Recommendations:
Final Recommendations
Multiple sub menus under the Visit
Access in Visit section & Visitors with Disabilities in Learn section both direct to the same page
Final Recommendations
In voice-based system, the secondary navigation of
the website can have the own seo
Through voice-based system, the Learn>classes page cannot be found by the system.
Art Collection share through social media channel
After the usability testing, participants said she prefer share content through messages and instagram, but never use E-mail to share. Recommend to add the button to share through instagram and messages.
Create a consistent content layout
Making sure the website design is intuitive
Final Recommendations
While clicking on the logo, users cannot return back to the main page. The link is not workable at all. The only way users can exit this page is to click on the logo that at the bottom navigation bar or type the direct link in the browser.
Publish content through the site’s CMS rather than uploaded PDFs.
This will allow users to experience content equally on mobile and desktop.
Added benefits include making Press content easily discoverable to users interested in the latest news from BKM.
PDFs can still be made available when required (for example, for sharing Press Releases with journalists), but should be a secondary means of dissemination.
Final Recommendations
Models holding hands, Lagos, Nigeria, 2019, by Stephen Tayo. Courtesy Lagos Fashion Week.
Mobile Mockup: The Brooklyn Museum Presents Africa Fashion
Final recommendations:
Voice based Content
Enhancing Accessibility and User Experience for Voice Search
Inactive or no button to go back to homepage, happened more than once, from different sections
Final Recommendations: Website navigation
Generate Consistent Templates for Archived (Past)�Brooklyn Museum Website: Art: Past
• Create a consistent format of taxonomies and hierarchy for each archived exhibition, its artwork, and media�
• Update all former exhibitions and art pieces as past exhibits. Ensure that past exhibitions are not featured as ‘currently available’ with misleading CTAs��• Update links that may no longer be available on other platforms; or �Record and archive content for access elsewhere or in a different format��
Final Recommendations
Past Exhibition�(YR 2022)
Current Exhibition�(YR 2023)
Replace “Teen Public Program” with “Teenager Public Program.”
Final Recommendations
Reorganize the “Families section” with bigger chunks and adding a headline (subtitle)
Problem: Families section under learn left too much blank space .”
Recommendation: Fulfill those blank chunks with bigger image and bolder texts.
Problem: Headline for “Hands on Art and Sunday Art”.
Recommendation: As there is no orange headline for the Weekend Families Event, adding a headline.
Final Recommendations