The Cleveland Museum of Art (CMA) has long been a global leader in the art world and an innovator in museum technology. However, their previous website, consisting of multiple subdomains and inconsistent visual styles, didn’t reflect their cutting-edge reputation. The user experience felt fragmented, which made it difficult for visitors to fully appreciate the museum’s extensive collection and groundbreaking work in the museum technology space. Our mission was clear: consolidate five separate websites into one unified, seamless digital experience that would allow CMA to better engage users and tell the rich stories behind their artworks.
Project Highlights
- With artwork as the focal point, we crafted a digital experience that served as an extension of the museum itself, providing for cohesive immersion and connection.
- A nimble site allowed for each piece of art, regardless of the medium, to be viewed in an authentic manner for the viewer.
- To reinforce CMA’s commitment to inclusivity at the museum, we partnered with Prime Access Consulting to create a site that went beyond compliance and offered a seamless experience for all visitors.
- Powered by Drupal, we ensured scalability and flexibility by integrating Tessitura, the museum’s e-commerce and CRM platform, and also leveraging their powerful Collections API.
We developed a decoupled site that not only encourages deeper interaction with the museum's collection but also serves as a platform for CMA’s innovative digital initiatives. The new design provides enhanced accessibility for all users, enabling everyone—from art enthusiasts to casual visitors—to easily explore, engage with, and learn about the artworks. We streamlined the navigation, consolidating five subdomains into one cohesive platform that makes it easier for users to find relevant information, purchase tickets, and become members, all in one place.
Since launching the new site in January 2024, the results have been highly encouraging. With a unified visual and structural design, visitors are now able to navigate the site with greater ease, dive deeper into the museum's content, and seamlessly plan their visit. The new experience has also led to longer site visits, increased page views, and a surge in engagement with upcoming events. By improving the overall user experience, we’ve not only elevated the CMA’s online presence but also positioned them at the forefront of museum technology.
Translating a Physical Space to Digital
We aimed to create a digital experience that mirrored the unique atmosphere of the CMA itself—where visitors feel like they’re stepping into the museum even when they’re online. The CMA experience in person is a perfect blend of classical and modern design, and we wanted to capture that same balance on the website. To achieve this, we thoughtfully juxtaposed classical and modern typography, reflecting the museum's deep roots in history while embracing its forward-thinking approach to art and technology.
Most importantly, we ensured that the artwork was always the focal point on every page. We used minimal distractions in the design so that the visual experience would truly highlight the art itself, allowing visitors to connect with the collection on a deeper level. Whether browsing artworks, learning about exhibits, or exploring events, the site keeps the art at the center of the experience, inviting users to immerse themselves as if they were walking through the museum’s halls.
Bringing Artwork to Life
The online collection experience was crafted to captivate users and immerse them in the world of art. By encouraging interaction with each piece, we prompted users to expand and zoom in on details, explore additional perspectives, and dive deeper into the stories behind each artwork, including its conservation history. The goal was to make users feel as though they were experiencing the art up close and personally, much like they would in the museum itself.
Given the diversity of the CMA's collection—more than 66,500 artworks spanning from paintings and sculptures to jewelry and more—we designed the experience with flexibility and nuance in mind. Each piece, regardless of its medium or format, is displayed in a way that allows its unique attributes to shine. Whether a piece requires a more detailed, close-up view or benefits from multiple angles for better understanding, the site adjusts to provide a seamless, engaging interaction with every artwork. This attention to the varied nature of the collection ensures that users have the best possible experience while exploring CMA's vast array of art.
Unparalleled Accessibility
The Cleveland Museum of Art (CMA) has long prioritized accessibility for all visitors, and they wanted to ensure that this commitment extended to their online presence. To achieve this, we collaborated closely with both the CMA team and Prime Access Consulting (PAC) to carefully consider the needs of all users, including those with disabilities. Our shared goal was to create a digital experience that not only met, but exceeded, accessibility standards.
Going beyond the typical Web Accessibility Guidelines (WCAG) AA level of compliance, we designed a site that ensures users with a variety of accessibility needs can engage with the content and navigate the museum's offerings with ease. From screen reader compatibility to keyboard navigation, color contrast optimization, and alternative text for images, every aspect of the site was meticulously crafted to offer a fully inclusive and seamless experience.
By prioritizing accessibility from the outset and working with experts in the field, we were able to create a website that reflects the CMA’s commitment to inclusivity, allowing every user to explore and interact with the museum’s extensive collection and resources, regardless of their abilities. This level of attention to detail ensures that CMA’s rich cultural offerings are accessible to all, both in the museum and online.
Unified Technology Platform
To meet the Cleveland Museum of Art’s (CMA) goals for flexibility, scalability, and seamless user experiences, we collaborated with the museum’s Digital Innovation team to develop a robust platform powered by Drupal as the content management system and Next.js for the decoupled front-end. This architecture allows the site to deliver content-rich experiences while maintaining the agility and performance required for a world-class museum.
We integrated the site with CMA’s existing e-commerce and Customer Relationship Management (CRM) platform, Tessitura. This integration provides users with real-time availability, pricing, and personalized content, based on their login status or membership. Whether visitors are purchasing tickets or becoming members, the platform ensures a smooth and customized experience that meets their needs.
In addition, CMA’s powerful Collections API was leveraged to make artwork information and images easily accessible throughout the site. By linking this API to the front-end, artwork details appear consistently on any page, ensuring a cohesive and rich experience as users explore the museum’s extensive collection. This seamless integration of content, commerce, and personalization sets the foundation for a dynamic and future-proof digital platform.
