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Brooklyn Museum Content Strategy Report

To create a mobile app designed to enhance dialogue with construction-impacted areas regarding these building endeavors.

My Contributions

As a Content Strategy Designer, I collaborated with two graduate students from Pratt Institute.

I was fully involved in the content strategy Design Process. Proposed content audit, competitive review, content classes, content channel summary, brand tone and voice summary, content governance plan, mobile content assessment summary, voice-based content assessment summary, content model, Brand Strategy, content usability and accessibility.

As a Content Strategy Designer, I collaborated with two graduate students from Pratt Institute.

I was fully involved in the content strategy Design Process. Proposed content audit, competitive review, content classes, content channel summary, brand tone and voice summary, content governance plan, mobile content assessment summary, voice-based content assessment summary, and content usability reportContent Strategy, Content model, Data Analysis, Brand Strategy, Content usability and accessibility

As a Content Strategy Designer, I collaborated with two graduate students from Pratt Institute.

I was fully involved in the content strategy Design Process. Proposed content audit, competitive review, content classes, content channel summary, brand tone and voice summary, content governance plan, mobile content assessment summary, voice-based content assessment summary, and content usability reportContent Strategy, Content model, Data Analysis, Brand Strategy, Content usability and accessibility

Duration

4 months, 2023.01

Client

Brooklyn Museum

Tools

GatherContent /Figma /llustrator /Photoshop /Google suites

Team:

Xinru, Roey, Jiafeng

About

Pratt's Center for Digital Experiences was hired by Brooklyn Museum to develop a new content strategy. Based on several rigorous assessments of the content on the Brooklyn Museum website, social media channels, and numerous visits to the physical museum, we proposed a set of recommendations to increase engagement and expand on the museums core values and mission.

Final Presentation

Goals

Learning about the museum's offerings and values can provide a comprehensive understanding of the institution's purpose and mission. The museum's offerings refer to the various exhibits, collections, and programs available for visitors to explore and engage with.
Understanding the museum's users can provide insight into their experience, identifying areas for improvement and opportunities to enhance engagement and satisfaction.
Conducting a content usability assessment is a crucial step in ensuring that the museum's digital content is accessible, user-friendly, and effective. The assessment involves evaluating the content's structure, navigation, design, and functionality to identify areas of improvement and optimize the user experience.
Building a comprehensive content strategy involves developing a plan for creating, distributing, and managing the museum's content to achieve its goals and engage its audience.

Research

The Brooklyn Museum is an art museum located in the New York City borough of Brooklyn. At 560,000 square feet (52,000 m2), the museum is New York City's second largest and contains an art collection with around 500,000 objects. The museum seeks to expand and challenge the traditional art historical canon by including multiple perspectives. They strive to create opportunities for transformative engagement with our collections through inspirational exhibitions, programs, and educational offerings, and to welcome all visitors with respect.

Current Website

Problem

Brooklyn Museum boasts a vast collection of approximately 500,000 art objects, making it the second-largest museum in New York City. In addition to its exhibitions, the museum offers various programs, events, and a shop.

However, the extensive nature of the museum's displays and offerings necessitates a reevaluation of its content strategy and assessment to ensure that it remains true to its core values of openness and free expression.

Strategy

Our initial step was to analyze The Brooklyn Museum's public web presence as well as its primary digital and social media channels, which include Facebook, YouTube, LinkedIn, and Twitter. During this analysis, we sought to address the following questions:

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.

Persona

Content Audit Summary

Following user testing, we made significant updates to both the project detailed page and project cards to enhance the user experience, allowing them to intuitively and effectively receive information.

Competitive Content Summary

Customer Journey

Content Governance Plan

Final Report

The final presentation will include the following components:
• Executive summary
• Purpose of study
• Methodology
• Key findings / top take-aways (content audit)
• Audience analysis (personas and user journeys)
• Competitive review
• Content classes summary
• Content channel summary
• Brand tone and voice summary
• Content templates recommendations ( + some structured content components)
• Content governance plan
• Mobile content assessment summary
• Voice-based content assessment summary
• Content usability report
• Final recommendations

Final Presentation

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