The project
Project overview
The problem
Auckland Art Gallery’s website was over 10 years old and their content management was ad hoc. They needed more than just a website, they needed a digital experience. Design agency Gladeye gave us a beautiful canvas, but I brought the new aucklandartgallery.com to life.
The solution
Over six months I:
Worked with the design and development teams to finalise a CMS and front-end experience with UX at its core.
Designed and hand-built layouts and user journeys for over 70 pages of content.
Wrote over 20,000 words of copy, liaising with stakeholders across departments from education and events to donor relations and curatorial.
Authored a web style guide to create a a consistent, on-brand voice for the Gallery.
Ideated, commissioned and edited a suite of articles and long-form videos to launch the Gallery into a new content-strategy-led era.
The results
More than 2000 pages consolidated into 64 landing pages, optimised for SEO and GEO and a rich, immersive user experience.
Auckland Art Gallery now holds over 31% of the share of voice in AI conversations (more than double the closest competitor at 13.4%.
Nearly 4% uplift in engagement rate in the first three months of launching and over 600% increase in sessions triggering a key event (up to 20.8% from 2.75%).
