The Art Fund
Supporting museums and galleries and helping people see more art.
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.
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.
Extensive stakeholder and user interviews
Creation of a ‘white label’ ticketing solution for museums and galleries (both the customer facing front end and the client facing back end
Delivering a new account section and membership payment process
Significant improvements to the 'See More Art' section of the site which promotes events and exhibition
Measurement framework and tagging strategy
Digital brand audit and recommendations report, reviewing all channels
Competitive landscape review and recommendations report on best practice design systems and online brand guidelines
Internal stakeholder interviews and workshops
External stakeholder (museums and galleries) interviews
Development of personas, scenarios, journeys and user stories
Digital strategy and roadmap
KPI framework and measurement strategy
Concept cards and sketched ideas
Wireframes and prototyping
User testing and design iteration
WIREFRAMES FOR WHITE LABEL TICKETING SOLUTION
FINAL U.I FOR ART TICKETS
Delivery of a progressive strategy and roadmap
All products launched on time and on budget
Significant increase in self-serve and membership management
More valued members' services provided to the arts community and National Art Pass members
SUCCESS IN NUMBERS
To deliver the digital strategy
RESEARCH INTERVIEWS CONDUCTED
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Call: 0207 846 0044
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