Creating New Digital-First Experiences

Coronavirus (COVID-19) swept the world, shutting down public spaces of all kinds. The State Library is a massive tourist hotpot in Melbourne, often reaching 7000 visitors per day. Our functions as a major museum were combined with our crucial functions as the main public library of the city, serving vulnerable populations and offering necessary resources.

 
 

Membership Program Facelift

Major renovations and new offerings for the library necessitated the reveal of new income streams and awareness campaigns. I was assigned a project to help build much more comprehensive and contemporary web pages encouraging the purchase of 3 tiers of memberships, each appealing to a different user persona.

 
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Market Research

NGV (National Gallery of Victoria)- Partnered Museum

More white space aesthetic, relating to “white cube” white wall art gallery atmosphere.

 
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Whitney Museum of American Art

Another iconic museum in the world we admired from afar.

 
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Actual Source

A publisher, brand and retail store that collaborates with designers, for a distinct look and feel in a wide range of media.

 

State Library Victoria Membership Print Assets

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Initial Landing Page Drawing

Initial Landing Page Mockup

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CTA Layout Options

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Membership Tier Image Options

These images would be used in marketing campaigns, on membership cards, and across all available digital screen formats and print projects (ranging from bus shelters to bookmarks).

 
 

How to Explore the Details

How do we display the benefits of each tier? How much effort is required of the user, and where do we want to have clearer data for marketing based on the stats of a click, or showing everything up front?

Click to expand

Click to expand

Click to expand

 
 

Proto-Personas

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User Story, Pains & Gains


Click to expand

User Story, Pains & Gains


Click to expand

User Story, Pains & Gains


Click to expand

User Story, Pains & Gains


Click to expand

User Story, Pains & Gains


Click to expand

User Story, Pains & Gains


Click to expand

User Story, Pains & Gains

 

Annual Appeal 2020

The State Library acquires a large portion of it’s annual operating budget via an annual fundraiser. There is usually a certain collection they draw attention to as something they would like to point to as a goal. I referenced the webpages they created for 2019, where the focus was photographer Bruce Postle. This year was a little different because they were focusing instead on 2 very different collections: Robert Russell and Vali Myers. Arranging the hierarchy, it was ideal not to emphasize one over the other, at the risk of losing a large portion of their audience’s interest, so we brought it back to the core of the library’s museum functions for cultural conservation.

Initial Landing Page Drawing

Based on Previous Year

Iteration #2

New Requested Features

 

Early Digital Mockup

Applying this year’s content for initial impressions

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Conservation Hero Options and Style Guide

 
 
 

Favourites #2 and #3

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Aesthetic Direction Determined

 
 
 

Gallery Page

If you are on the Landing Page and click on the “Explore” CTA on an artist card, you will arrive at a gallery of images. In the 2019 version, with only a single collection being featured, there were some taxonomy decisions to make here about how to divide the collections categorically for easier navigation. The webpage for Bruce Postle took advantage of his lengthy career, documenting historic events, and divided the collection into decades. In 2020’s version, our Vali Myer collection included photographic portraits of the artist, paintings she had completed, journals she kept, and personal effects like jewellery.

 
 

Defining Taxonomies

As with previous years of the Appeal, a large body of work needed to be divided into navigable sections. The previous year featured Bruce Postle, whose long photographic career became divided into decades. In the case of featuring these 2 very different collections for 2020, there were some options about how to divide the content. Clicking on the “Explore” CTA on the homepage for each artist would bring you to these pages. For Robert Russell, there was less content, so it all lived on one page. For Vali Myers, many diverse items were presented, created by her, or surrounding her character.

 
 
 

Explore Single Image

If you click on one of the cards, it will take you to an expanded view that explains some of the significance of that piece of the collection. Some will have lengthy descriptions, while others could be left to explain themselves a bit more (like a diary page) and the body of text simply adds an extra layer of context.

 

COVID-19 Homepage Redesign

The State library has special archival functions, and library materials are not able to be signed out from the library. Therefore, it was a special challenge during COVID to create digital versions of traditionally much more in-person experiences. We transitioned our author readings, guided tours, children’s events and more to be live streamed, with a new type of homepage to showcase it.