Project Summary

The Nasher Museum flourishes with a dynamic schedule of exhibitions, programs and social gatherings for the people of Duke University and Durham, NC. The building is flexible and accommodates vibrant conversation, artistic inspiration and easy access to information. The website did not. Enter Cuberis.

More on the Nasher.

The Nasher Museum of Art is the cornerstone of the arts at Duke University and is an integral part of the Durham community. The museum is dedicated to presenting under-recognized contemporary art from around the world. They have a collection with 13,000 works of art and 100,000 visitors to the museum each year.

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url: nasher.duke.edu    |    completed: May 2013

Challenge

In early 2013, Nasher came to Cuberis looking for a fresh post-modern design that would bring their web presence to the level of other major art museums and help inspire people to visit the museum. The website is essential in conveying the Nasher’s position as a cultural center for both Durham and Duke University. The website also needed to make it easy for people to make donations and join the museum.

Solution

We wanted to bring to life the beautiful space and give site visitors the feeling of being there, while keeping the visual design simple and cohesive. Inspiration came from the vibrancy of the museum and the physical space. With the ability to browse the collections on the web, a mega-menu that gets you anywhere on the site with one click and ADA compliancy, the museum is more accessible than ever before. The Nasher staff can easily promote happenings at the museum through the video slideshow or custom calendar and by creating microsites for new exhibitions.

Results

The Nasher wanted to increase engagement with consumers on the site and through social media. They also wanted to drive people to the membership and donation pages of the site.

The new website increased page views per visit by 68% and reduced the bounce rate by 70%. The average time on site increased by 25% and prominent links increased traffic to important Nasher properties like the museum shop, Open Table (for cafe reservations), donations at Duke, and social media channels like Facebook, Instagram, Flickr and YouTube.

Project Highlights

Mega-menu

We worked with Nasher’s marketing department to define a curated, but expansive information architecture that mimics the expansive offerings of the museum and allows visitors to find information with fewer clicks. We call this the mega-menu.

Iconographic navigation

Additionally, we added custom-designed icons which serve as shortcuts to direct users to the most sought-after information. The shortcuts are always present, helping you get to the information you are most likely to need next.

HTML5 video slideshow

There is always something interesting happening at this vibrant museum. Prominent on the homepage is an HTML5 video and photo slideshow the Nasher updates weekly with videos highlighting current events in the museum.

Calendar

Many of the 100,000 annual visitors are coming from out of town. We created a custom-built events calendar to see the assorted events for various audiences at a glance, over any given period of time.

Third party integration

We seamlessly integrated eMuseum, allowing users to browse the entire collection on the website.

WordPress Multisite

The Nasher is known for its exploration of lesser-known pieces of art and their unique curation. New exhibitions need an opportunity to really shine on the website. The new website is built in WordPress Multisite, allowing the Nasher to easily add WordPress mini-sites in the future for featured exhibitions.

Custom editing panel

So the Nasher staff can keep their website fresh and up-to-date, we created an easy-to-use, customized WordPress admin panel where they can edit everything from the information in the mega-menu to the content on each page. We even created a custom shortcode so they can embed Flickr galleries directly into their pages — no HTML required!

Responsive

And to mimic the flexibility of the space, the entire site is fully responsive, allowing all pages to adjust for optimized viewing on mobile, tablet, and desktops.

Before & After

slide to explore

before screenshot
after screenshot

Praise

I can’t speak highly enough about the job Cuberis did with the new Nasher website. We gave the design team the double challenge to make our exhibits and events easier to find while simultaneously showing the beauty of the museum itself.  The result is a beautiful and compelling experience. Their developers also converted an old, hand-coded set of pages into a fully responsive  WordPress site.  The site is so easy to update now and we couldn’t be happier with the results. Cuberis kept us informed of progress every step of the way and we are thankful to Ray, Lydia, Alisa, Beth and the whole Cuberis team for their solid work.

Rachel Goodwin, Web Content Manager
Nasher Museum of Art at Duke University

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