Art Museum of South Texas
Experiencing art through website copy and design
Artsy, convincing webpage and resource guide that encouraged viewers to host an event at the museum
CHALLENGE
Help customers learn how to use museum features
SOLUTION
Describe museum program in clear, creative language
HOW I HELPED
Roles: Content designer, UX writer, UX researcher
Responsibilities: Research AMST competitors and other art museums, write website content, write and design corresponding resources, and collaborate with marketing, design, and program management
TIMEFRAME
3 months
COMPETITIVE AUDIT
To understand the state of the market and come up with copy and design ideas, I first conducted a competitive audit. I compared the museum's website to existing websites from similar organizations. This helped me ideate solutions and deliver effective and unique copy and designs that offered the customer new solutions.
CONTENT DEVELOPMENT
As a non-profit organization, the museum had limited funds and resources to dedicate to messaging and content development for their web interfaces. I was asked to enhance their website copy and create corresponding resources. Museum visitors wanted to attend and host events again after being on pause because of the COVID pandemic. The museum wanted to target certain types of events (like fashion shows, concerts, and more corporate social events). This influenced the style and tone. The AMST brand is modern, contemporary, and geometrical (concise, simple words). I decided the tone for this project was informational, educational, and inspirational. This helped people understand the possibilities and think outside of the box.
Beyond an event venue, the museum wanted to translate how art was related to industry (for example, supporting the art museum is supporting economic development).
Before
The original webpage had unclear messaging, some misleading text, an indirect call to action, and incomplete content.
After
I used a best practice content model - with the content pattern of (1) heading, (2) subheading, (3) body copy, (4) CTA - to rewrite the webpage. It included long form copy like web page body copy and the downloadable brochure. It also included the microcopy like the CTAs.
ADDITIONAL MATERIALS
Facility rentals and special events materials
The Facility Rentals and Special Events materials were outdated and off brand. The museum had several, separate black and white Word and Adobe PDF document. I wrote and redesigned the materials to evolve the museum voice, be consistent with content standards, and be more visually appealing for their customers.
