Case studies
How research improved a museum website redesign: from guesswork to a user-centered approach
The Fine Arts Museums of San Francisco, USA
FAMSF, which comprises the de Young Museum and the Legion of Honor, is the largest public arts institution in San Francisco. The museums receive more than a million visitors annually and have an unusually large and engaged membership base.
Services: Insight for Web Strategy and UX, User Research
Tools: User testing, benchmarking, workshops + reports.
Delivered: 2020 – 2023
The ask.
FAMSF has pioneered the use of the web: they were one of the first art museums to digitize their collections and put them online nearly 30 years ago. However, the institution did not have a tradition of researching its online audiences. This presented a challenge – and an opportunity – as they prepared for a major website redesign. What changes would yield the greatest impact on their online audiences? How might they design a new site that would continue to engage their loyal followers while also welcoming a new generation of visitors who were less familiar with the museums?
The answer.
FAMSF was one of eight organisations participating in FG+W’s initial Insight for Change programme. We implemented an online survey designed to provide a baseline understanding of online, social media, and email newsletter audiences. We also conducted in-depth interviews and user observation sessions with a range of current and target audiences.
The outcome.
The research insights had a significant impact on the website redesign effort, helping to shape priorities for user experience, branding, and content on the redesigned site. In particular, the insights pointed to opportunities to engage a range of audiences with a new approach to content. In response, FAMSF created a new editorial position dedicated to web content and shaped a content strategy to engage a wider range of audiences.
The new website launched in late 2022, and FG+W conducted follow-up research in 2023, including user testing and interviews. The results demonstrated how the new site design and content were succeeding with visitors.
This second round of research also looked at the experience of specific audiences: researchers, K-12 educators, and audiences with accessibility needs and highlighted clear opportunity areas for future website development.
– Patricia Buffa, Director of Digital Strategy
If we hadn’t done the research, our work on the website would be so much weaker because we would be guessing what to do. We’d be debating internally about what’s the best idea. The research work also helped make the case with other teams and stakeholders that a website is not something that’s one and done. It’s an ongoing process of adjusting, optimizing, and building new features and functionalities for specific audiences.
With our partnership, we’ve been able to create a solid foundation for decision-making. It’s brought a new way to do the work. We’ve also changed the internal mindset; now no one assumes that we’re going to add new features without asking first about user needs.
The ability to translate complex data into insightful and thoughtful recommendations is a rare skill. FG+W is able to do that in a way that reflects the complexities and the nuances of the museum world. That’s why we continue to work with you. You really get what we’re trying to do.
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