我的贡献
作为内容战略设计师，我与普瑞特学院的两名研究生合作。
我完全参与了内容战略设计过程。提出了内容审计、竞争审查、内容分类、内容渠道总结、品牌语气和声音总结、内容管理计划、移动内容评估摘要、基于语音的内容评估摘要，内容模型，品牌战略，内容可用性和可访问性。
作为内容战略设计师，我与普瑞特学院的两名研究生合作。
我完全参与了内容战略设计过程。提出了内容审计、竞争审查、内容分类、内容渠道总结、品牌语气和声音总结、内容管理计划、移动内容评估摘要、基于语音的内容评估摘要，内容模型，品牌战略，内容可用性和可访问性。
作为内容战略设计师，我与普瑞特学院的两名研究生合作。
我完全参与了内容战略设计过程。提出了内容审计、竞争审查、内容分类、内容渠道总结、品牌语气和声音总结、内容管理计划、移动内容评估摘要、基于语音的内容评估摘要，内容模型，品牌战略，内容可用性和可访问性。
持续时间
持续时间
4个月，2023.01
客户
客户
布鲁克林博物馆
工具
工具
GatherContent /Figma /llustrator /Photoshop /Google suites
团队:
团队:
Xīnrú, Roey, Jiāfēng
关于
普拉特数字体验中心受布鲁克林博物馆雇佣，开发新的内容策略。基于对布鲁克林博物馆网站、社交媒体渠道的多次严格评估，以及对实际博物馆的多次访问，我们提出了一套推荐方案，以增加参与度并扩展博物馆的核心价值和使命。
目标
了解博物馆的展品和价值可以全面了解机构的宗旨和使命。 博物馆的展品是指为访客探索和参与提供的各种展品、收藏品和项目。
了解博物馆的用户可以洞察他们的体验，找出改进的领域，提高参与度和满意度的机会。
进行内容可用性评估是确保博物馆数字内容可访问、用户友好和有效的关键步骤。 评估涉及评估内容的结构、导航、设计和功能，以确定改进的领域并优化用户体验。
制定全面的内容战略涉及制定一个计划，用于创建、分发和管理博物馆的内容，以实现其目标并吸引其观众。
研究
布鲁克林博物馆是位于纽约布鲁克林区的艺术博物馆。 博物馆占地56万平方英尺（5.2万平方米），是纽约市第二大博物馆，收藏约50万件艺术品。 该博物馆试图通过包含多种观点来扩展和挑战传统的艺术历史范畴。 他们努力通过鼓舞性展览，项目和教育活动创造与我们的收藏有意义的参与的机会，并尊重地欢迎所有访客。
布鲁克林博物馆是位于纽约布鲁克林区的艺术博物馆。 博物馆占地56万平方英尺（5.2万平方米），是纽约市第二大博物馆，收藏约50万件艺术品。 该博物馆试图通过包含多种观点来扩展和挑战传统的艺术历史范畴。 他们努力通过鼓舞性展览，项目和教育活动创造与我们的收藏有意义的参与的机会，并尊重地欢迎所有访客。
布鲁克林博物馆是位于纽约布鲁克林区的艺术博物馆。 博物馆占地56万平方英尺（5.2万平方米），是纽约市第二大博物馆，收藏约50万件艺术品。 该博物馆试图通过包含多种观点来扩展和挑战传统的艺术历史范畴。 他们努力通过鼓舞性展览，项目和教育活动创造与我们的收藏有意义的参与的机会，并尊重地欢迎所有访客。
问题
布鲁克林博物馆拥有大约 500,000 件艺术品，是纽约市第二大博物馆。除了展览，博物馆还提供各种活动、事件和商店。
然而，博物馆展品和服务的广泛性需要重新评估其内容战略和评估，以确保它始终忠于其开放和自由表达的核心价值观。
策略
我们的初始步骤是分析布鲁克林博物馆的公共网站以及其主要的数字和社交媒体渠道，其中包括Facebook、YouTube、LinkedIn和Twitter。在这项分析中，我们试图解决以下问题:
01
Mission and goals
The Brooklyn Museum mission is to advance creativity, foster learning, and to be a vibrant center for the exchange of ideas. The Museum’s goals are to engage audiences in meaningful encounters with art, to be a leader in the field of cultural organizations, and to be a resource for the people of Brooklyn and beyond. In addition, the Museum aims to serve as a catalyst for the revitalization of the Brooklyn community and to connect visitors with an inspiring range of exhibitions and programs.
02
Unique value proposition
The Brooklyn Museum is a cultural beacon and an essential part of New York City’s vibrant arts and culture scene. Our unique value proposition is to offer an unparalleled selection of world-class art from ancient to modern times, in an engaging and accessible environment. We strive to inspire our diverse audiences through exhibitions, programs, and educational initiatives that celebrate creativity and foster learning. We are also committed to engaging our local community and creating meaningful connections between our visitors and the works on view.
03
Core offerings
The Brooklyn Museum offers a variety of products and services that provide a rich cultural experience. The museum’s permanent collection includes artwork from ancient to modern times, including paintings, sculptures, and photography. The museum also offers temporary exhibitions, public programs, educational programs, and publications. Additionally, the museum hosts special events such as lectures, films, and concerts. In addition to the museum's physical offerings, it also provides online resources, including virtual tours and online education materials.
04
The main content types
The Brooklyn Museum produces diverse content across various channels (digital, print, physical) to support its goals and offerings. This includes exhibitions, events, educational programs, collections, and publications. Digital content informs users about upcoming exhibitions, events, and programs while print and physical content provides engaging experiences with collections and publications. This diverse content helps connect the museum with its customers and promotes its position, goals, and offerings to a wider audience.
01
Mission and goals
The Brooklyn Museum mission is to advance creativity, foster learning, and to be a vibrant center for the exchange of ideas. The Museum’s goals are to engage audiences in meaningful encounters with art, to be a leader in the field of cultural organizations, and to be a resource for the people of Brooklyn and beyond. In addition, the Museum aims to serve as a catalyst for the revitalization of the Brooklyn community and to connect visitors with an inspiring range of exhibitions and programs.
02
Unique value proposition
The Brooklyn Museum is a cultural beacon and an essential part of New York City’s vibrant arts and culture scene. Our unique value proposition is to offer an unparalleled selection of world-class art from ancient to modern times, in an engaging and accessible environment. We strive to inspire our diverse audiences through exhibitions, programs, and educational initiatives that celebrate creativity and foster learning. We are also committed to engaging our local community and creating meaningful connections between our visitors and the works on view.
03
Core offerings
The Brooklyn Museum offers a variety of products and services that provide a rich cultural experience. The museum’s permanent collection includes artwork from ancient to modern times, including paintings, sculptures, and photography. The museum also offers temporary exhibitions, public programs, educational programs, and publications. Additionally, the museum hosts special events such as lectures, films, and concerts. In addition to the museum's physical offerings, it also provides online resources, including virtual tours and online education materials.
04
The main content types
The Brooklyn Museum produces diverse content across various channels (digital, print, physical) to support its goals and offerings. This includes exhibitions, events, educational programs, collections, and publications. Digital content informs users about upcoming exhibitions, events, and programs while print and physical content provides engaging experiences with collections and publications. This diverse content helps connect the museum with its customers and promotes its position, goals, and offerings to a wider audience.
01
Mission and goals
The Brooklyn Museum mission is to advance creativity, foster learning, and to be a vibrant center for the exchange of ideas. The Museum’s goals are to engage audiences in meaningful encounters with art, to be a leader in the field of cultural organizations, and to be a resource for the people of Brooklyn and beyond. In addition, the Museum aims to serve as a catalyst for the revitalization of the Brooklyn community and to connect visitors with an inspiring range of exhibitions and programs.
02
Unique value proposition
The Brooklyn Museum is a cultural beacon and an essential part of New York City’s vibrant arts and culture scene. Our unique value proposition is to offer an unparalleled selection of world-class art from ancient to modern times, in an engaging and accessible environment. We strive to inspire our diverse audiences through exhibitions, programs, and educational initiatives that celebrate creativity and foster learning. We are also committed to engaging our local community and creating meaningful connections between our visitors and the works on view.
03
Core offerings
The Brooklyn Museum offers a variety of products and services that provide a rich cultural experience. The museum’s permanent collection includes artwork from ancient to modern times, including paintings, sculptures, and photography. The museum also offers temporary exhibitions, public programs, educational programs, and publications. Additionally, the museum hosts special events such as lectures, films, and concerts. In addition to the museum's physical offerings, it also provides online resources, including virtual tours and online education materials.
04
The main content types
The Brooklyn Museum produces diverse content across various channels (digital, print, physical) to support its goals and offerings. This includes exhibitions, events, educational programs, collections, and publications. Digital content informs users about upcoming exhibitions, events, and programs while print and physical content provides engaging experiences with collections and publications. This diverse content helps connect the museum with its customers and promotes its position, goals, and offerings to a wider audience.
01
Mission and goals
The Brooklyn Museum mission is to advance creativity, foster learning, and to be a vibrant center for the exchange of ideas. The Museum’s goals are to engage audiences in meaningful encounters with art, to be a leader in the field of cultural organizations, and to be a resource for the people of Brooklyn and beyond. In addition, the Museum aims to serve as a catalyst for the revitalization of the Brooklyn community and to connect visitors with an inspiring range of exhibitions and programs.
02
Unique value proposition
The Brooklyn Museum is a cultural beacon and an essential part of New York City’s vibrant arts and culture scene. Our unique value proposition is to offer an unparalleled selection of world-class art from ancient to modern times, in an engaging and accessible environment. We strive to inspire our diverse audiences through exhibitions, programs, and educational initiatives that celebrate creativity and foster learning. We are also committed to engaging our local community and creating meaningful connections between our visitors and the works on view.
03
Core offerings
The Brooklyn Museum offers a variety of products and services that provide a rich cultural experience. The museum’s permanent collection includes artwork from ancient to modern times, including paintings, sculptures, and photography. The museum also offers temporary exhibitions, public programs, educational programs, and publications. Additionally, the museum hosts special events such as lectures, films, and concerts. In addition to the museum's physical offerings, it also provides online resources, including virtual tours and online education materials.
04
The main content types
The Brooklyn Museum produces diverse content across various channels (digital, print, physical) to support its goals and offerings. This includes exhibitions, events, educational programs, collections, and publications. Digital content informs users about upcoming exhibitions, events, and programs while print and physical content provides engaging experiences with collections and publications. This diverse content helps connect the museum with its customers and promotes its position, goals, and offerings to a wider audience.
01
Mission and goals
The Brooklyn Museum mission is to advance creativity, foster learning, and to be a vibrant center for the exchange of ideas. The Museum’s goals are to engage audiences in meaningful encounters with art, to be a leader in the field of cultural organizations, and to be a resource for the people of Brooklyn and beyond. In addition, the Museum aims to serve as a catalyst for the revitalization of the Brooklyn community and to connect visitors with an inspiring range of exhibitions and programs.
02
Unique value proposition
The Brooklyn Museum is a cultural beacon and an essential part of New York City’s vibrant arts and culture scene. Our unique value proposition is to offer an unparalleled selection of world-class art from ancient to modern times, in an engaging and accessible environment. We strive to inspire our diverse audiences through exhibitions, programs, and educational initiatives that celebrate creativity and foster learning. We are also committed to engaging our local community and creating meaningful connections between our visitors and the works on view.
03
Core offerings
The Brooklyn Museum offers a variety of products and services that provide a rich cultural experience. The museum’s permanent collection includes artwork from ancient to modern times, including paintings, sculptures, and photography. The museum also offers temporary exhibitions, public programs, educational programs, and publications. Additionally, the museum hosts special events such as lectures, films, and concerts. In addition to the museum's physical offerings, it also provides online resources, including virtual tours and online education materials.
04
The main content types
The Brooklyn Museum produces diverse content across various channels (digital, print, physical) to support its goals and offerings. This includes exhibitions, events, educational programs, collections, and publications. Digital content informs users about upcoming exhibitions, events, and programs while print and physical content provides engaging experiences with collections and publications. This diverse content helps connect the museum with its customers and promotes its position, goals, and offerings to a wider audience.
人物
内容审计摘要
经过用户测试，我们对项目详细页面和项目卡进行了重大更新，以增强用户体验，使他们能直观、有效地获取信息。
竞争性内容摘要
客户旅程
内容管理计划
最终报告
最终的演示将包括以下组成部分：
• 执行摘要
• 研究目的
• 方法论
• 主要发现 / 最重要的收获（内容审计）
• 受众分析（角色定位和用户旅程）
• 竞争对比
• 内容类别摘要
• 内容渠道摘要
• 品牌语调总结
• 内容模板建议（+部分结构化内容组件）
• 内容管理计划
• 移动内容评估摘要
• 基于语音的内容评估摘要
• 内容可用性报告
• 最终建议