In desperate need of repair

Website reskin

Design

One brand to rule them all

Website functionalities

Content and information architecture

Identify content owners

Initial meeting

Web requirements form

Audiences

Business requirements

Future development

IA

User test

Review IA

Sitemap

Stage 1: pre-CMS

Stage 2: Migration

Stage 3: Post-launch

Stage 4: Future development

Review & revise content

Feedback & discuss

Content sign off

Copy

Images

Videos

Tags

Content review process

Target online audiences Gallery visitors (site-seers; first time visitors)

Regular exhibition and event visitors

Families and children

Teenagers and young adults

Adult learners / self-improvers

Students

Researchers

Teaching staff

Artists and designers

Museum professionals

Press professionals

Sponsors/Funders Government and funding professionals

Members

Patrons

International (non-English speakers)

Local community

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

Example users and goals

Nuts and bolts

Life after the launch