The Art Fund
Supporting museums and galleries and helping people see more art.
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CONTEXT
The Art Fund is an independent membership-based charity which has been supporting museums and galleries for over 100 years, helping them buy and display great works of art for the public to enjoy. In addition to using its own funds raised from membership, Art Fund runs campaigns to raise money when a particular work of art is under threat. It promotes hundreds of UK museums and galleries through the National Art Pass membership scheme and, through its campaigning and advocacy work, lobbies to make art accessible for everyone to enjoy.
Since the relaunch of the brand in 2006, Art Fund’s digital estate and products had grown organically and had become very unwieldy. Customer journeys were inconsistent and fractured and feedback suggested there was growing frustration with the digital channels. They were in need of help to improve existing customer journeys and how to prioritise the development of new products to serve their members and their art professionals audience better.
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GOALS
We conducted detailed research to help the Art Fund understand their members, customers, and the needs of the museums and galleries. The aim was to help them develop and design their product estate and services. We created a programme of work and roadmap to deliver to their customers and strategic needs.
This has included breathing new life into the ‘My Account’ area for National Art Pass members, the ‘See more art’ section of their website, Art Happens (A Kickstarter type product for the Art World) and creating the Art Tickets product which provides smaller museums and galleries with a ticketing management and reporting system which will enable them to compete in the digital age.
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DELIVERABLES
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Extensive stakeholder and user interviews
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Creation of a ‘white label’ ticketing solution for museums and galleries (both the customer facing front end and the client facing back end
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Delivering a new account section and membership payment process
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Significant improvements to the 'See More Art' section of the site which promotes events and exhibition
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Measurement framework and tagging strategy
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Digital brand audit and recommendations report, reviewing all channels
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Competitive landscape review and recommendations report on best practice design systems and online brand guidelines
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ACTIVITIES
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Internal stakeholder interviews and workshops
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External stakeholder (museums and galleries) interviews
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Development of personas, scenarios, journeys and user stories
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Digital strategy and roadmap
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KPI framework and measurement strategy
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Concept cards and sketched ideas
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Wireframes and prototyping
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User testing and design iteration
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Development support
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WIREFRAMES FOR WHITE LABEL TICKETING SOLUTION
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FINAL U.I FOR ART TICKETS
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OUTCOMES
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Delivery of a progressive strategy and roadmap
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All products launched on time and on budget
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Significant increase in self-serve and membership management
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More valued members' services provided to the arts community and National Art Pass members
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SUCCESS IN NUMBERS
6weeks
To deliver the digital strategy
40+
RESEARCH INTERVIEWS CONDUCTED
GET IN TOUCH
Call: 0207 846 0044
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