Museum websites have a unique duality. Unlike many other digital platforms, their primary goal is to encourage visitors to come in person. Their website may feature engaging articles or archives, cool virtual experiences, or highlight important research, but the physical space remains the heart of the museum, home to priceless collections and host to educational tours and programs. While the digital experience is still an essential one, the main objective of most museums is to welcome people through their doors.
That is why the Visit section of a museum website is extra important. Visitors are looking for a single page that clearly outlines everything they need to know: admission prices and hours, what they can and can’t bring, accommodations for nursing mothers or individuals with disabilities, and so much more. Then again, different people need to know different information, so how do you keep everything together without it ballooning out of control? Despite its importance, many museum websites miss the opportunity to provide clear, concise, and accessible visit information in one central place.
A Survey of Website Visit Page Trends for Museums
As part of a recent engagement with the Isabella Stewart Gardner Museum in Boston, we conducted a cohort analysis of other leading museum and cultural organization websites. The study focused on key elements of museum digital platforms including menu design, navigation, and the Prepare for your Visit page. We noticed a theme that several Visit pages on museum websites felt like long, endless scrolls. They’re often filled with lots of information, but a lack of structure or thoughtful design makes them difficult to quickly parse. Through this exercise of finding what is and isn’t working well and questioning why, we walked away with a strong sense of what makes a successful Visit page.
Answer Visitors’ Top Questions
Who, what, where, when, how. When thinking about what information should be contained on the Visit page, these timeless questions are a strategic starting point. Though simple, they are the questions visitors will ask themselves before they arrive at the museum. These questions can take many forms, but for the Visit page, we’re prioritizing logistics:
- Where is the museum located?
- What does it cost?
- When is it open?
- How do I get there?
- Who can come along?
If you are writing the content for this page, start by answering these key questions.
You may have your content set, but you also need to think about how it is prioritized through strategic page design. You should make sure that the most important information (usually hours and admission prices) is at the top of the page and always visible. Don’t hide this information in accordions. And even if your admission is always free, point that out. Visitors want to have that information before they visit your museum, so make sure it is clearly stated. After all, free or reduced pricing is often an enticing reason for many to come!
Despite what you may think, duplicating some key content in different locations across your website can be helpful, as long as it doesn’t get confusing. Just because you have the hours on the homepage, doesn’t mean you should skip it on the Visit page. Presenting the information in different formats can also be helpful. For example, MoMA’s visitor guide provides a contained experience which includes a lot of content that can be found elsewhere on the site, but organized for a particular need (someone coming to the museum now).
Strike the Balance between Enough and Too Much with Accordions
Nearly every Visit page we studied used accordions. When you’re looking at a long list of content, the option of tucking away big chunks of it into a collapsable block sounds pretty appealing. That said, there are ways to do it well and plenty of ways it can go wrong.
Whenever you use an accordion, you’re asking users to click or tap to see more. While requiring an action like this can be a nice way to keep visitors engaged, whatever they see before interacting needs to accurately represent what’s inside. Let’s say a user wants to know whether they can carry a backpack around the museum. A generic heading — like “Guidelines” — doesn’t speak to its contents and the user could easily overlook it. Accordions that are organized well and labeled clearly — more like ”What You Can Bring in the Gallery” — can improve content organization and reduce cognitive load.
Also take care to make sure that the accordions are built in a way that everyone can use them. Test them with a screen reader and navigate through with only your keyboard to make sure they are meeting accessibility standards.
Our recommendation: use accordions, but strategically. Don’t have more than 7 or 8 and never add essential information there that visitors would be looking for at a quick glance.
Guidelines & Policies
One large category that sometimes stumps museum stakeholders is where to put all the guidelines and policies that they often need to state, sometimes even for legal protections. Oftentimes these get lumped into a large accordion or series of accordions on the Visit page, without the key policies pulled out and clearly stated for visitors looking for quick guidance on whether strollers are allowed in the galleries or whether they can take photos with their new fancy camera.
Particularly when you have an extensive list of guidelines, a successful approach can be linking to a larger guidelines and policies page with the information organized by clear headings and categories (which is also good for SEO/GEO), as seen on The Frick’s website. Just remember our earlier point about duplicate content: For essential guidelines, such as bags and security policies, consider also including this information on the main Visit page.
Help Visitors Plan Their Day
Planning your Visit is a big topic and depending on your museum’s particular offerings, might encompass a lot. Preparing ahead can include everything from directions and parking, what’s on view, amenities (dining, shopping), types of tours offered and at what times, etc. The goal for this content is to make it easy for visitors on the day of their visit, both logistically and emotionally. At the end of the day, you want visitors to get the most out of their time at the museum. Assess what is considered essential information that should be included on the main Visit page, but also what might warrant getting its own subpage. This is where in-page linking can be your best friend.
- Setting Expectations — Setting the right expectations is especially important when a museum provides an experience that deviates from the norm. For the Isabella Stewart Gardner Museum, for instance, they do not have wall labels for every object on display and instead rely on audio and room guides accessible via QR codes throughout the Museum. In their use case, making sure visitors know to bring headphones and have a fully charged phone is key information that may not be applicable to other cultural organizations, nor assumed by visitors before arriving.
- Themed Itineraries — One trend we uncovered in our cohort analysis is the rise of themed itineraries, giving visitors different ways to experience a museum. When creating these, consider what makes your museum unique and the audience groups you want to serve. For example, if you have a garden, you might design a “Garden Lover” itinerary that highlights outdoor spaces alongside artworks featuring landscapes or floral still lifes. Or, if time is the constraint, you could offer a one-hour itinerary like MoMA’s thoughtfully titled “The Unmissables.”
- Keeping the Delightful — In our conversations with museum stakeholders and throughout our cohort analysis, we learned that it’s common for most visitors to arrive at a museum having done very little, if any, preparation about the type of experience they will receive. Though every museum operates a little differently and has its own quirks, people come thinking they know what to expect based on past experiences. The resulting surprise can be anywhere from delightful to disorienting. Balancing the element of surprise with the right amount of logistical information for expectation setting can be a challenge, but hopefully a fun one to think through.
Prioritize an Easy Mobile Experience
Visitors often state that they want to “disconnect” while at a museum. They might be happy to pull out their phone for a photo, but otherwise want to spend their time and energy on the physical space around them. We truly love that for them, but also know that the website can, at times, meaningfully enhance the visitor experience. When thinking about what types of content should be considered from a mobile-first perspective, these come to mind:
- Maps — Include key features like restrooms and elevators. Enable common gestures like pinch-to-zoom and panning. Bonus points if the map is interactive, for example letting the user tap on a gallery to see what’s in it.
- Audio Guides — Provide basic controls, including play/pause, skip forward and backward (e.g. 15 seconds), and speed control. Let users access the transcript for greater accessibility.
- Artwork Information — This is especially important in the instance, like at the Gardner, where wall labels are not displayed in-situ and visitors are encouraged to access these via their phone in the galleries. They’ve addressed the need with digital Room Guides.
Ultimately, any content that is meant to be accessed while at the museum — member login and event schedule, for example — needs to be optimized for mobile. It’s especially important for this content to be easy to use and navigable on a small screen. We don’t want visitors to get lost in their phones or frustrated and ultimately give up. It needs to be intuitive to be a smooth piece of the whole experience.
Building a Successful Visit Page for Museums
Similar to building a successful navigation for a museum website, the first task of any organization looking to refresh their Visit page is to put yourself in the shoes of your visitors. Come up with a few key user journeys for various audiences. What would a family with small children need to know before coming to the museum? How about a person who requires a wheelchair or someone with low vision? What information would a student be searching the Visit page for?
Beyond walking through the experience first-hand yourself, it helps to get an outside perspective. If you have the means to talk to visitors while they’re on-site, that can lead to some fascinating insights on their in-gallery experience. However, know that you’ll most likely encounter a positive bias in their responses. Not only are they enjoying a day at the museum, but it can be tough to give critical feedback to someone standing right in front of them.
To counter that bias, gather feedback from additional sources: pop-up or email surveys, controlled usability testing, and website analytics. All of that data together can help give you the building blocks to ensure your visit page strikes the balance between being engaging and informative. By prioritizing clarity, accessibility, and thoughtful design, museums can ensure that visitors arrive knowledgeably at ease and excited to explore.
A well-crafted Visit page is more than just a logistics hub, it’s the digital admissions desk of your museum.
When done right, it reduces friction, answers essential questions, and sets the stage for a memorable in-person experience. Ultimately, the Visit page isn’t just about driving attendance, it’s about shaping the visitor’s journey from the very first click to the moment they step through your doors.
Learn more about building a successful Visit page in a Case Study of our 2025 Re-Architecture project for the Isabella Stewart Gardner Museum.
By Rachel Heidenry & Rachel Hart
Museum websites are beautifully complex. As the digital counterpart to a physical space, they serve many essential functions. They must reflect the museum’s mission and values, while guiding users clearly to key areas of information. Museums with collections often need dedicated sections for research and archives; zoos may focus on telling the stories of their animals; and contemporary art institutions sometimes even use their sites as platforms for artists to showcase new work. At the same time, nearly all museum websites must serve practical needs like selling tickets or memberships, promoting events or fundraisers, and providing essential visitor information, like hours and directions.
Managing that much critical and varied information is a challenge for any website, which is why strong information architecture (IA) is essential. A successful navigation should be intuitive and accessible, with clear labels and well-organized categories.
Mobile-responsiveness is also crucial, especially for visitors who need quick access to find information, like admission prices or the current exhibitions, or who want to purchase tickets on the go.
For cultural organizations, a strong menu and navigation system is arguably the most important indicator of a successful website.
A Survey of Website Navigation Trends for Art Museums
While not all cultural organizations prioritize aesthetics, art museums inherently do. As institutions dedicated to the presentation of art, they think critically about how visual design shapes their brand identity. In some cases, aesthetics can overshadow usability, resulting in beautiful or cutting-edge websites that are ultimately difficult for both internal staff members and external visitors to navigate.
As part of a recent engagement with the Isabella Stewart Gardner Museum in Boston, we conducted a cohort analysis of other leading museum websites. The study focused on key elements of art museum digital platforms including menu design, navigation, content organization, and user flows. One striking insight was that many art museum websites avoid dropdown menus, instead favoring a simple list of four or five top-level categories. These are often labeled with opaque or “insider” terms, raising questions like: What does “Programs” signify? Does “Art” lead to the permanent collection or temporary exhibitions? Does the general population know the difference? And where in the world is the museum’s blog?
Let’s take a look at the building blocks of a site’s navigation and what we learned from reviewing a cohort of cultural institution websites.
Utility Navigation
The utility navigation should help visitors quickly access essential information. As the name suggests, the utility navigation traditionally contains tools and actions (like login, search, and language select) that help visitors use the website. You’ll typically see it as a secondary list of items above the main menu, often in a smaller font.
When deciding what to include in it, consider your primary visitors’ goals: What do they need to know or do on your website? Museums often use the utility navigation to drive high-value actions like purchasing tickets or memberships. Our analysis also showed that museums with online shops frequently included links to the store or member login portals when relevant. In general, it’s best practice to limit the utility navigation to 2-4 key items, not including search.
- Open/Closed Status — More museum websites are starting to include an open/closed status directly in the utility navigation, as demonstrated by The Huntington’s website. This enhancement directly improves user experience and is particularly valuable on mobile where this status sits at the very top of the page. (Some museums, like MoMA, include this status elsewhere on the homepage which is a second best option).
- Tickets, Tickets, Tickets — For most museums, ticket sales or memberships drive revenue. Our findings show that successful museum websites don’t shy away from putting that fact front and center, with optimal placement in the utility navigation as simply “Tickets” and “Join.” Even better is if the “Tickets” link/button stands out through a distinctive design or unique brand color, like this pop of yellow on the MFA Boston’s website that makes the button unmissable.
The Dropdown or Mega Menu
Museums have a lot of content. And the larger the institution, the more content its website undoubtedly has to provide visitors. Our analysis showed that institutions that embrace the dropdown menu are overall easier to navigate and more often mobile-friendly. The bottom line: you don’t want visitors to your website to have to go down rabbit holes to find essential information.
- Dropdown Usability — Just having dropdowns on your menu isn’t enough. You still need to make sure the design is usable and accessible. Make sure you can move your mouse around without losing your place, and that you can navigate through menu items only using a keyboard. Mega menus provide the space for further grouping of sub-items or helpful descriptive text, but don’t fill them with too much or you risk overwhelming users. A well-designed menu dropdown can even take the place of a top-level landing page for the section, a pattern we saw on several museum websites.
- Menu Subpages — If you do have dropdown menus, be strategic about what pages you feature in the subnavigation. Resist including every single website subpage—many museums unfortunately attempt to accommodate too many categories. With competing departments and stakeholders, limiting selections sometimes proves challenging, but aim for 3-6 subpages. To supplement, you can create deeper content tiers within sections themselves and rely on structured in-page linking to help users discover additional site content.
Categories & Language
A navigation menu requires words (obviously). These are among the first words anyone sees when they land on your website. Thus they set the tone and expectation for what kind of museum you are, while also telling the story of what someone can do both on-site and online. Making sure the words that comprise the navigation are distinctive, accessible, and concise is key.
- Titles & Character Counts — Sometimes the hardest part of finalizing a navigation is agreeing on the words that comprise it. You might have figured out the general categories, but should you call the permanent collection “Collection” or “Art” or something else entirely? User testing provides essential validation and can help museum stakeholders move beyond insider terminology towards language that resonates with broader audiences. Whatever category headings you land on, consider length carefully. You rarely want to have more than 2 words and definitely strive to stay under 20 characters.
- “What’s On” — Many museum sites are adopting the “What’s On” category to capture Events and Exhibitions together. This colloquium is already widely used for British museums and reflects a more casual and (arguably) approachable language. If you’re considering this category title, think about your particular audience and if that phrase will resonate with visitors. Keeping it classic with “Exhibitions” or “Events” is perfectly fine too and is still widely in use.
Hamburger Menu
To keep the main navigation simple and clean, some museums, like The Barnes Foundation, opt to put additional links behind a hamburger menu, even at desktop widths. In this way, less significant information does not busy up the navigation, but visitors can still intuitively click through to find other key subpages. If you do this, be sure to still repeat the top level menu items, as this pop-out navigation will become your mobile view.
- Collapsed Menus — Whether hamburger menus, accordions, or other collapsible components, make sure that the most important information is always visible. Though most users these days recognize and understand the hamburger menu icon, hiding menu items behind a click or tap means they might be overlooked. Whether on desktop or mobile, determine what highly important items (like today’s hours or a link to purchase tickets) should always be visible on the page.
- Side Menus — Many websites use side menus to help users navigate to deeply nested content, but these constrain available width and cut into key page content. For museums who pay close attention to how the website looks and how images are being displayed, this may be reason enough to avoid this solution. If ensuring that artwork images are never cropped or obstructed is part of your acceptance criteria, this is not the route for your site. If you choose to forego the side menu, take care to help visitors move through the deeper content on your site with another solution, like a horizontal subnavigation bar or structured on-page links.
Conclusion: Building a Successful Navigation for Museums
If you are a cultural institution that is starting to rethink your website navigation, the first step is to put yourself in the shoes of your visitor. It’s critical to put aside internal org charts and take a user-centered design approach. Come up with a few key user journeys for various audiences. How would a first-time visitor purchase a ticket? How would a repeat visitor find more information about a particular work of art they loved? And then navigate your site as your user would. What are the pain points? What works well? What makes absolutely no sense at all?
Once you’ve done that, be sure to take a step back from your website to see what types of content you have and the common ways they might intersect. This is important for establishing the key categories of your site, as well as its subcategories. You’ll often be surprised at the connections you can make and the overlaps in content that can be streamlined together.
From there, you have the building blocks to start conceptualizing your new navigation, one that is usable, clear, and beautifully intuitive. Learn more about building a successful navigation in a Case Study of our 2025 Re-Architecture project for the Isabella Stewart Gardner Museum.
Homepage engagement time
Exhibition page views
“Inside the Collection” engagement time
Overview
The Isabella Stewart Gardner Museum stands as one of Boston’s most distinctive cultural treasures. Founded by the visionary Isabella Stewart Gardner herself, the Museum offers a transportative experience that defies conventional art museum expectations. Yet for all its in-person magic, the digital experience had room to better serve the institution’s mission.
The Museum needed a solution that would honor their unique brand identity while solving critical usability challenges that were hindering meaningful digital engagement.
Challenge
The Museum faced a variety of digital barriers that were undermining their core mission. Since launching a redesign effort in 2017, their website struggled with fundamental usability issues that created friction at several touchpoints:
The Findability Crisis: Staff members regularly used Google to locate content on their own website. The people most familiar with the site struggled to navigate it efficiently, highlighting how challenging the experience must be for visitors.
Accessibility Barriers: The website failed to meet current accessibility standards, with poor color contrast rendering content difficult to read for visitors with visual impairments. As an institution committed to welcoming all visitors, they have been spearheading important initiatives to review and remediate accessibility, including their digital platform.
Navigation Complexity: The previous design used internal logic that wasn’t intuitive to visitors, particularly those unfamiliar with the institution, treating many landing pages like a series of doors and frames. While visually striking, this approach created a maze-like experience that prioritized aesthetics over visitor needs.
Content Architecture Issues: Exhibition details, ticketing information, and visitor resources were scattered across the site without hierarchy or clear pathways between related content.
These challenges weren’t just inconveniences—they were preventing the Museum from achieving its core digital goals of inspiring visits, supporting trip planning, and fostering deeper engagement with their collection and history.
Our Approach
Rather than pursuing a complete rebuild that would disrupt operations and require extensive backend development, we opted for a strategic re-architecture. This approach allowed us to transform the user experience while preserving the visual identity and content management systems the Museum’s team relied on.
Our methodology centered on understanding both the institution’s unique character and their visitors’ diverse needs:
Discovery & Stakeholder Alignment
We began with comprehensive stakeholder workshops, bringing together team members from across the Museum to align on priorities and success metrics. By synthesizing member surveys, analytics data, and internal insights, we developed a clear picture of both current pain points and future opportunities.
User-Centered Design Strategy
We mapped core tasks to real visitor types by creating focused user journeys for Museum Members, purchasing a ticket, navigating the museum’s collection and information while visiting, and researching art online afterward. Our user journey mapping ensured every design decision served real visitor needs.
Information Architecture Transformation
We rebuilt the site’s navigation and menu system, creating intuitive pathways that support natural user behavior. TreeJack testing validated our approach, ensuring the new architecture would actually improve task completion rates.
Accessibility-First Enhancement
Newly designed components aligned with WCAG 2.2 AA standards, proving that accessibility and aesthetic excellence aren’t mutually exclusive. We demonstrated how inclusive design could enhance the Museum’s distinctive visual character.
“Gentle Elegance” Design Philosophy
Working closely with the Museum team, we developed a design approach that captured the institution’s intimate, sophisticated character through subtle details—lace patterns and mosaic elements that reference the collection and architecture without overwhelming the interface. This strategy allowed us to inject personality into the digital experience while maintaining focus on usability.
Strategic Solutions Delivered
Enhanced Navigation Architecture: We introduced drop down menus and logical content groupings that transformed how visitors move through the site. Museum websites often avoid complex navigation, but we proved that thoughtful hierarchy actually improves rather than complicates the user experience.
Reimagined Visit Page: This became the crown jewel of our transformation—a comprehensive resource that balances practical planning information with pathways to deeper content exploration. The page now prepares visitors for the Museum’s unique characteristics (awareness of the lack of labels, availability of audio guides and mobile device charging stations, etc.) while building excitement for the experience ahead.
Component System Redesign: Our new component library enables the Museum’s team to create engaging content layouts without sacrificing accessibility or performance standards.
Performance Optimization: Behind-the-scenes improvements ensure the site loads quickly and functions smoothly across all devices and connection speeds.
Measurable Impact
The transformed digital experience delivered immediate, measurable improvements across every key area of visitor engagement. Three weeks after launch, the data tells a compelling story of enhanced user behavior and meaningful interaction with the Museum’s digital presence.
Enhanced Homepage Engagement: The redesigned homepage achieved a 9.7% increase in views alongside a significant 15.6% increase in average engagement time, demonstrating that visitors are not only discovering the site more frequently but spending meaningful time exploring what it offers.
Dramatic Exhibition Discovery: The Exhibitions section experienced remarkable growth with a 179.7% increase in views and 22.9% higher engagement time. This transformation demonstrates how improved information architecture and content discoverability can dramatically expand visitor interest in the Museum’s programming.
Deeper Content Engagement: The Inside the Collection blog saw an 18.4% increase in views coupled with an impressive 61.7% increase in average engagement time. Visitors are not only finding this content more easily but engaging with it far more meaningfully, suggesting successful pathways between practical planning content and deeper cultural exploration.
Strengthened Community Connection: The Membership section achieved a 15.7% increase in views with steady engagement time growth of 2.5%, indicating improved pathways for visitors interested in developing ongoing relationships with the Museum.
These metrics validate our strategic approach of balancing usability improvements with content discoverability. The data shows visitors are finding information more efficiently while also discovering opportunities for deeper engagement with the Museum’s mission and offerings.
Why This Project Matters
Isabella Stewart Gardner created something unprecedented: an intimate, personal art experience that defies conventional museum expectations. Every element was chosen and placed with intention, creating an environment where visitors don’t simply observe art—they step into a carefully curated world.
This uniqueness creates both opportunity and responsibility in the digital realm. The website serves as many visitors’ first encounter with the Museum’s distinctive character. When that initial experience is confusing or inaccessible, it undermines so much of what makes the Gardner special.
Our strategic approach recognized that preserving the Museum’s essence required more than maintaining visual elements — it demanded understanding what makes the institution extraordinary and translating those qualities into digital interactions. By balancing usability, accessibility, and aesthetic sophistication, we enhanced an online experience that genuinely reflects the Gardner’s spirit.
The transformation supports the Museum’s broader mission in measurable ways:
Visitor Empowerment: Clear, accessible information helps visitors plan with confidence and arrive prepared for the Gardner’s unique approach to art presentation.
Deeper Engagement: Improved content discoverability means the relationship with the Museum can extend beyond the physical visit through blog content and collection exploration.
Inclusive Access: Meeting accessibility standards ensures the Gardner’s digital presence welcomes all visitors, reflecting the institution’s commitment to openness and equity.
Operational Excellence: Streamlined content management empowers staff to focus on mission-critical work rather than wrestling with technical barriers.
Ultimately, this project demonstrates how thoughtful digital transformation can honor an institution’s distinctive character while removing barriers to meaningful engagement. We didn’t just improve a website, we helped the Gardner Museum extend its intimate, intentional spirit into the digital realm, ensuring that more people can connect with what makes this cultural treasure truly extraordinary.
The Brief
Visit California is a Destination Marketing Organization (DMO) with over 25 years of experience in promoting California as a premier travel destination. The organization, funded through a unique partnership between the state and the travel industry, operates with a substantial budget of over $185 million (2023). As the leader of California’s brand messaging, Visit California previously anchored its campaigns under the “Dream Big” brand positioning. However, following a significant shift in traveler motivations post-pandemic, Visit California recognized a growing desire for experiences that foster joy, connection, and adventure.
This insight led to the evolution of the brand into “The Ultimate Playground,” a strategic repositioning that highlights the state’s unparalleled diversity of geography, activities, and cultural experiences.
The “Let’s Play” campaign leveraged a robust mix of television, out-of-home, digital, and social media activations to showcase California’s diverse offerings — from wine tasting and rock climbing to luxury hotel stays, food truck adventures, and outdoor music festivals. By highlighting the playful spirit inherent in every experience, the campaign aimed to deepen the audience’s emotional connection to the state, reinforcing California’s identity as The Ultimate Playground and setting the stage for sustained brand engagement.
The APPROACH
The initial roll-out of a rebrand update is critical, and transitioning from “Dream Big” to “The Ultimate Playground” required careful internal alignment and thorough message testing. Oomph, alongside Visit California’s partner agencies, began collaborating on this effort about nine months before the campaign launch. During these early planning meetings, our team contributed key ideas and strategic approaches to help shape the campaign.
Our focus remained on the web user and their position in the customer journey. Previous campaigns had not fully optimized the user flow, so we saw this as an opportunity to reimagine the experience. With paid media driving traffic to the website, it was essential to provide visitors with clear actions once they arrived. The advertising had done its job by capturing attention and sparking interest. Now, our challenge was to build on that momentum, guiding users from interest to meaningful engagement and action.
An interactive Quiz
The Ultimate Playground campaign needed to accomplish a few things:
- Educate the consumer about the new brand positioning and why California should be considered the Ultimate Playground
- Inform the consumer about play and how it is more about kids and theme parks. Adults can and should play as well, and serious activities can be conducted in playful ways
- Activate the consumer with inspiration by giving them a unique experience and curating inspirational, playful activities throughout the state
Our teams settled on a quiz as a way to engage visitors and serve them personalized content. Based on initial research, we decided an image-based quiz would be the fastest and most fun way to answer questions and receive a set of recommendations. Choosing preferences from a set of images is a quick way to make progress tangible. We limited the questions to nine, and most visitors took two minutes to complete the quiz.
Play Styles
The eight Play Styles were based on personas researched and created by the National Institute for Play, headquartered in California. Content creators at Visit California crafted a series of TV spots with glimpses into different styles of play. Our Play Quiz would highlight which Play Style matched the participant’s preferences, and our results pages served relevant, curated content, a similar Celebrity personality, and even a secondary play style.
Email collection allowed visitors to send their play style results to themselves and allowed opt-in to more personalized content. Our team worked quickly over three months to solidify the approach, choose the quiz method and weighting criteria of the questions, and design the eight play style pages, two landing pages, a homepage takeover, and supporting pages for the new campaign.
The Results
Play Quiz: Avg. session duration
Play Styles: Avg. session duration
Compared to Site: Avg. session duration
Our approach to the campaign was to support the bottom of the funnel and give visitors coming from digital ads something useful. Given the wealth of content the Visit California website contains, these broad Play Style personas made visitors see themselves in California. It brought curated content to them and provided what we thought of as a personal homepage with relevant recommendations.
“Let’s Play” was the first part of a years-long brand campaign. We are already working on the campaign for 2025 which we hope will be even more engaging than the first!
THE CHALLENGE
The Challenge
Keene State College (KSC), a liberal arts institution within the University System of New Hampshire, needed a modern, user-friendly website that aligned with its mission while effectively serving multiple audiences.
Over time, the existing site had grown into an overwhelming digital ecosystem, filled with complex navigation, disjointed content, and inconsistent branding. To better serve students and stakeholders, KSC needed to:
- Prioritize prospective students while maintaining relevance for parents, faculty, and alumni.
- Simplify content structure to help users quickly find what they need.
- Modernize the design and user experience while staying true to the college’s brand.
- Improve accessibility and performance to ensure a seamless experience across all devices.
KSC partnered with Oomph to create a scalable, audience-first digital experience that supports recruitment, engagement, and long-term adaptability.
OUR APPROACH
We focused on eliminating friction and enhancing engagement through a user-first strategy, modern information architecture, and a flexible, scalable design system.
Understanding the Audience & Challenges
Our discovery process included stakeholder workshops, user journey mapping, and content analysis to identify key roadblocks. We uncovered:
- Difficult navigation made it hard for prospective students to find admissions and academic program details.
- Multiple audiences competing for visibility resulted in a cluttered, confusing user experience.
- Inconsistent branding and outdated UI weakened the college’s online presence and first impressions.
By clearly defining what success looked like and identifying areas of improvement, we laid the foundation for a streamlined, student-centric digital experience.
Defining the Strategy & Roadmap
With a deep understanding of user needs, we developed a strategy focused on engagement, clarity, and accessibility.
- Navigation designed for prospective students while keeping secondary audiences accessible.
- A scalable mega menu that simplified content discovery without overwhelming users.
- A brand refresh of the digital identity that modernized KSC’s online presence while maintaining its authenticity.
- WCAG 2.1 Level AA accessibility compliance to ensure an inclusive experience for all users.
This strategy ensured that KSC’s website would be functional, engaging, and built to support student recruitment.
Executing the Vision
To bring the strategy to life, we developed a modern design system with a flexible, component-driven architecture that simplifies content management and improves the user experience.
- Audience-first navigation & mega menu – Prospective students can quickly find key admissions and academic information, while faculty, parents, and alumni have dedicated sections tailored to their needs.
- Scalable component library – A structured yet flexible design system enables KSC teams to easily update and manage content while maintaining a cohesive visual identity.
- Optimized for mobile & accessibility – A fully responsive, WCAG-compliant design ensures a seamless experience across all devices.
By creating a well-structured, intuitive content ecosystem, KSC now has a digital experience that is easy to manage and designed for long-term adaptability.
This team brings creativity and structure to projects. Decisions are based on data and reports, but they include a connection to heart and real world users. They bring in subject matter experts at the appropriate time but never lose site of the big picture.”
DIRECTOR OF MARKETING, Keene State College
THE RESULTS
A Student-Centric Digital Experience
The new Keene State College website now provides:
- A clear, structured experience for prospective students – Admissions, academics, and student life content is now easier to find and explore.
- A modernized digital identity – A refreshed brand and UI create a welcoming, engaging first impression.
- Seamless navigation for multiple audiences – While prospective students remain the priority, faculty, alumni, and parents still have dedicated access points.
- An accessible, scalable, and future-proof platform – Designed to support long-term growth, engagement, and institutional goals.
A Digital Experience That Grows With Its Community
Keene State’s new site is more than just a redesign—it’s a long-term investment in student engagement, accessibility, and institutional identity. By focusing on audience needs, structured content, and a scalable design system, KSC now has a future-ready digital presence that enhances recruitment, supports students, and strengthens the college community.
Is Your Higher Ed Website Ready for the Next Generation of Students?
If your institution is struggling with outdated content, complex navigation, or disconnected user experiences, a strategic digital approach can create clarity and engagement.
Let’s talk about how Oomph can help your institution stand out in an increasingly competitive higher ed landscape.
Go Ask Alice! (GAA!) is a judgment-free, anonymous question-and-answer site. It is part of Alice! Health Promotion, a department of Columbia Health. Their content has always been reliable, accurate, and thoroughly researched by professionals — humans, not Artificial intelligence (AI)! While organic search brings many different kinds of audiences across the globe to their answers, their primary audience is the college students of Columbia University. These digital natives need the content to speak their language and to look modern and relevant. Oomph leaned into the college-aged persona to create a user interface that was fun, unique, and approachable while acknowledging and respecting the gravity of the questions students ask.
The Brief
Empathize with both Visitors and Authors
We began by working to understand and empathize with their audience — which was easy. How many of us have gotten lost searching for answers to questions we might not ask our own close friends? Questions like, “Can I get Hepatitis A from eating raw seafood?”, “Do I have OCD?” or even “Why did my father abandon me?” Analytics supported how these types of questions were prevalent. They also showed that while many visitors found GAA! through search, those visitors found their answer and quickly left. While in some ways, this was positive — someone had a question and found a satisfactory answer — visitors missed lots of other answers to questions they might have.
For the Go Ask Alice! author team, technical issues often arose that were rooted in an overly complex content architecture and workflows that required lengthy workarounds. A complicated review and approval process and ineffective spam filters made combing through user submissions time-consuming. The longer it takes the team to create new answers, the less students will want to send GAA! their questions.
Our shared goals were to:
- Modernize the design and attract more web-savvy students to read answers to questions they didn’t know they should ask.
- Reinforce trust by being open about the process and the real human professionals behind the answers.
- Improve search, filtering, and findability by leading with topics first and guiding visitors to the types of questions that interest them most.
- Mitigate and simplify complex authoring processes to empower the small editorial team to answer more questions, support responses with engaging media, and reduce staff frustration.
The Approach
Modernization & Trust-building
Most Gen-Z students and younger generations won’t trust a site that isn’t designed well for a mobile screen. Our design process emphasized the small screen experience, keeping filters, sharing, citations, and recirculation in logical places. The Columbia Health brand is also a powerful lever for establishing trust with a young audience, but we were careful not to let it overpower GAA!’s own authentic brand.
Human responses feel human
With the rise of AI and Google’s AI-generated search results, our design reinforced the humanity and empathy of GAA! by establishing a clear “Dear Alice” with a unique handwritten font and response from the author. When dealing with potentially sensitive and health-threatening answers, an authentic human voice is essential, and one that puts answers into context — is this thing I am asking about “normal”? What are the additional considerations I should know about? And so on. AI might give you one answer, but it won’t contain the context and nuance these anonymous human-generated questions require.
Unique Colors & Illustrations
Blue is strongly associated with Columbia Health and prevented the previous site from standing independently. Our design reduced focus on blue and shifted the site’s primary colors to maroon and yellow. Several other colors create wayfinding paths associated with answer topics. Scrolling the All Topics category page becomes a delightfully random color experience.
All color combinations adhere to WCAG 2.2 guidelines for Level AA, increasing the accessibility of this color-rich site for all visitors.
A new set of illustrations curates a sense of inclusivity better than stock photos could. A wide variety of humans were chosen to represent the diversity of student populations. Little details, like the randomized person in the site’s footer, add a sense of surprise and delight to the entire browsing experience.
Supporting Trust with New Features
Enhancement ideas started to surface during Discovery and continued throughout the process from both teams. Some of our favorites include:
- The editor’s name, the answer’s published date, and its revision date were moved from the bottom of an answer and brought to the top. This information helps establish credibility quickly before reading an entire answer
- A feedback feature was added to individual answers, giving the GAA! team real-time data about the responses but also giving new visitors a greater sense of social proof
- A “Cite this Response” feature makes cutting and pasting an MLA (Modern Language Association) General Format- or Chicago-style academic citation into research papers easy. Since answers are so well-researched, these citations propagate GAA! further into academic culture
Increased User Engagement & Accessibility
Accessibility & Safety with a Quick Exit Button
Go Ask Alice! has many sensitive questions: questions about sexual abuse, suicide, drug use, and topics generally that you may not want someone else to see on your phone. We introduced a Quick Exit feature on each page of the site. When visitors click the button, a new tab is quickly opened, and the site’s browsing history is removed from their device. While this is not a well-known action in the general population, many in unsafe situations know how they work and what “Exit Site” means.
Oomph has written an in-depth article about the quick exit button and has released a Quick Exit Drupal Module to help other teams implement this feature.
Encouraging Question Browsing over Asking New Questions
It may seem counterintuitive, but one of the major workflows we redesigned was asking a question in the first place. The GAA! team has compiled thousands of great answers over the years and frequently updates old answers with new content to keep them current with changes in medical approaches. The small but mighty team didn’t want to answer the same questions over and over again by referring new askers to pre-published answers.
Our solution emphasized search and intentionally made access to the Question form difficult. Visitors are encouraged to search for answers to previously posted questions first. Quite often, they will discover an answer to their questions (and maybe some helpful answers to questions they did not expect). Only if they have searched first will they encounter the “Can’t find your question” call to action, which leads them through the steps of asking a new question.
The Results
The new site feels like a new beginning for the GAA! team. While the site has only recently launched, we look forward to seeing how it impacts key metrics like time on site and return visits. In the meantime, we’re also excited to see how the newly revamped admin experience helps the GAA! content team serve their audience even better than before.
When faced with a sensitive question about mental, nutritional, emotional, or sexual health, college students can continue to Go Ask Alice!
From code to launch
Sites launched within a year
Performance improvement
THE BRIEF
A Fractured System
With a network of websites mired in old, outdated platforms, Rhode Island was already struggling to serve the communication needs of government agencies and their constituents. And then the pandemic hit.
COVID accelerated the demand for better, faster communication and greater efficiency amid the rapidly changing pandemic. It also spotlighted an opportunity to create a new centralized information hub. What the government needed was a single, cohesive design system that would allow departments to quickly publish and manage their own content, leverage a common and accessible design language, and use a central notification system to push shared content across multiple sites.
With timely, coordinated news and notifications plus a visually unified set of websites, a new design system could turn the state’s fragmented digital network into a trusted resource, especially in a time of crisis.
THE APPROACH
Custom Tools Leveraging Site Factory
A key goal was being able to quickly provision sites to new or existing agencies. Using Drupal 9 (and updated to Drupal 10) and Acquia’s Site Factory, we gave the state the ability to stand up a new site in just minutes. Batch commands create the site and add it to necessary syndication services; authors can then log in and start creating their own content.
We also created a set of custom tools for the state agencies, to facilitate content migration and distribution. An asynchronous hub-and-spoke syndication system allows sites to share content in a hierarchical manner (from parent to child sites), while a migration helper scrapes existing sites to ensure content is properly migrated from a database source.
Introducing Quahog: A RI.gov Design System
For organizations needing agility and efficiency, composable technology makes it easier to quickly adapt digital platforms as needs and conditions change. We focused on building a comprehensive, component-based visual design system using a strategy of common typography, predefined color themes and built-in user preferences to reinforce accessibility and inclusivity.
The Purpose of the Design System
The new, bespoke design system had to support four key factors: accessibility, user preferences, variation within a family of themes, and speedy performance.
Multiple color themes
Site authors choose from five color themes, each supporting light and dark mode viewing. Every theme was rigorously tested to conform with WCAG AA (and sometimes AAA), with each theme based on a palette of 27 colors (including grays) and 12 transparent colors.
User preferences
Site visitors can toggle between light or dark mode or use their own system preference, along with adjusting font sizes, line height, word spacing, and default language.
Mobile first
Knowing that many site visitors will be on mobile devices, each design component treats the mobile experience as a first-class counterpart to desktop.
Examples: The section menu sticks to the left side of the view port for easy access within sections; Downloads are clearly labelled with file type and human-readable file sizes in case someone has an unreliable network connection; galleries appear on mobile with any text labels stacked underneath and support swipe gestures, while the desktop version layers text over images and supports keyboard navigation.
High Accessibility
Every design pattern is accessible for screen readers and mobile devices. Color contrast, keyboard navigation, semantic labeling, and alt text enforcement all contribute to a highly accessible site. Extra labels and help text have been added to add context to actions, while also following best practices for use of ARIA attributes.
Performance aware
Each page is given a performance budget, so design components are built as lightly as possible, using the least amount of code and relying on the smallest visual asset file sizes possible.
THE RESULTS
Efficient and Effective Paths to Communication
The first sites to launch on the new system, including covid.ri.gov, went live four and a half months after the first line of code was written. A total of 15 new sites were launched within just 8 months, all showing a 3-4x improvement in speed and performance compared with previous versions.
Every site now meets accessibility guidelines when authors adhere to training and best practices, with Lighthouse accessibility and best practice scores consistently above 95%. This means the content is available to a larger, more diverse audience. In addition, a WAF/CDN provider increases content delivery speeds and prevents downtime or slowdowns due to attacks or event-driven traffic spikes.
State agencies have been universally pleased with the new system, especially because it provides authors with an improved framework for content creation. By working with a finite set of tested design patterns, authors can visualize, preview, and deploy timely and consistent content more efficiently and effectively.
We were always impressed with the Oomph team’s breadth of technical knowledge and welcomed their UX expertise, however, what stood out the most to me was the great synergy that our team developed. All team members were committed to a common goal to create an exceptional, citizen-centered resource that would go above and beyond the technical and design expectations of both agencies and residents .
ROBERT MARTIN ETSS Web Services Manager, State of Rhode Island
THE BRIEF
The Virtual Lab School (VLS) supports military educators with training and enrichment around educational practices from birth through age 12. Their curriculum was developed by a partnership between Ohio State University and the U.S. Department of Defense to assist direct-care providers, curriculum specialists, management personnel, and home-based care providers. Because of the distributed nature of educators around the world, courses and certifications are offered virtually through the VLS website.
Comprehensive Platform Assessment
The existing online learning platform had a deep level of complexity under the surface. For a student educator taking a certification course, the site tracks progress through the curriculum. For training leaders, they need to see how their students are progressing, assign additional coursework, or assist a student educator through a particular certification.
Learning platforms in general are complex, and this one is no different. Add to this an intertwined set of military-style administration privileges and it produces a complex tree of layers and permutations.
The focus of the platform assessment phase was to catalog features of the largely undocumented legacy system, uncover complexity that could be simplified, and most importantly identify opportunities for efficiencies.
THE RESULTS
Personalized Online Learning Experience
Enrollment and Administration Portal
Administrators and instructors leverage an enrollment portal to manage the onboarding of new students and view progress on coursework and certifications.
Course Material Delivery
Students experience the course material through a combination of reading, video, and offline coursework downloads for completion and submission.
Learning Assessments & Grading
Students are tested with online assessments, where grading and suggestions are delivered in real time, and submission of offline assignments for review by instructors.
Progress Pathways
A personalized student dashboard is the window into progress, allowing students to see which courses have been started, how much is left to complete, and the status of their certifications.
Certification
Completed coursework and assessments lead students to a point of certification resulting in a printable Certificate of Completion.
FINAL THOUGHTS
Faster and More Secure than Ever Before
When building for speed and scalability, fully leveraging Drupal’s advanced caching system is a major way to support those goals. The system design leverages query- and render-caching to support a high level of performance while also supporting personalization to an individual level. This is accomplished with computed fields and auto-placeholdering utilizing lazy builder.
The result is an application that is quicker to load, more secure, and able to support hundreds more concurrent users.
Why Drupal?
When building for speed and scalability, fully leveraging Drupal’s advanced caching system is a major way to support those goals. The system design leverages query- and render-caching to support a high level of performance while also supporting personalization to an individual level. This is accomplished with computed fields and auto-placeholdering utilizing lazy builder.
The result is an application that is quicker to load, more secure, and able to support hundreds more concurrent users.
THE CHALLENGE
Enabling Seamless Content Sharing for NBC’s Local Affiliates
NBC Sports needed a centralized digital platform to streamline content submission, review, and approval for 200+ local affiliate stations covering the Olympics. The Games generate hundreds of hometown stories, and NBC wanted to empower local affiliates to contribute and distribute content efficiently.
The solution needed to:
- Enable fast, high-volume content submission from affiliate stations.
- Implement a structured review and approval workflow to maintain content quality.
- Facilitate communication between NBC editors and local affiliates.
- Provide a secure, centralized repository for Olympic assets, training materials, and media.
NBC turned to Oomph to develop a custom-built editorial platform, ensuring a frictionless content pipeline for local Olympic coverage.
OUR APPROACH
Oomph partnered with NBC Sports to develop the Olympic Zone, a secure, Drupal-powered editorial platform that served as the content submission and management hub for all NBC affiliates covering the Games.
Streamlining Content Submission & Editorial Review
NBC’s local affiliates needed a way to quickly submit articles, athlete spotlights, polls, media galleries, and ad campaigns for review. Oomph built:
- A structured multi-step review system, ensuring content met NBC standards before publication.
- An automated notification system, alerting teams when content was submitted, reviewed, or approved.
- Role-based permissions, restricting publishing rights to authorized users.
Centralizing Olympic Media & Resources
To support affiliates with high-quality content, the Olympic Zone became a one-stop destination for NBC-provided assets, including:
- Training materials & editorial guidelines for covering the Olympics.
- Olympic-themed graphics, videos, and pre-packaged content.
- Integrated Digital Asset & Video Management System for encoding, processing, and rights management.
Enhancing Collaboration & Affiliate Profiles
To foster communication between NBC’s editorial team and affiliates, the platform allowed:
- Stations to create detailed profiles, listing contacts, market details, and associated satellite stations.
- Direct communication channels, ensuring seamless interaction between NBC staff and local teams.
THE RESULTS
The Results: A Powerful Platform for Olympic Storytelling
The Olympic Zone platform successfully empowered NBC affiliates to share high-quality, localized Olympic coverage at scale, ensuring a consistent and efficient editorial workflow throughout the Games.
- 200+ affiliates seamlessly submitted and distributed Olympic stories.
- Streamlined approval processes reduced editorial bottlenecks.
- Local stations accessed curated Olympic content, enhancing coverage.
- Secure, scalable infrastructure supported high traffic volumes.
By delivering a powerful, intuitive editorial platform, Oomph helped NBC Sports amplify local storytelling, ensuring every market had access to the best Olympic coverage.
The Brief
Simplifying Complexity without Losing Power
The biggest challenge as Oomph acclimated to the tax-collection world was rapidly learning enough about the complex regulations and requirements of municipalities in the industry to provide sound advice and recommendations. We started by examining their systems — the workflow of documenting and planning new product features and adding them to the roadmap, of designing the UX of those features, and of leveraging their in-house design system to build and support those features.
RSI’s main product, GOVERNMENT PREMIER, are highly customizable and configurable. Every single screen has options that would display depending on the authenticated user’s role and privileges and the tenant’s own back-office processes. User stories included many requirements based on permissions and configuration. This added challenges when imagining potential interface solutions that need to accommodate growth in multiple directions.
Oomph’s purposefully used our outside perspective to ask many questions about GOVERNMENT PREMIER’s processes. We took our years of experience designing interfaces for a wide range of consumers and applied them here. In this typically slow-to-evolve space, a user-focused experience coupled with GOVERNMENT PREMIER’s technical expertise would revolutionize tax collection as a friendlier, more intuitive, and highly customizable experience.
Our Approach
Maintaining Consistency in a Rapidly Evolving Product
Our findings and recommendations indicated previous UX teams did not create a rulebook that governed their decisions, and so, the system lacked consistency. Quality Assurance reviews would suffer from this lack of governance as well. Therefore, the first thing we did was to establish rules to design by:
- Use Storybook as a source of truth, and expand atomic elements with larger patterns (called molecules in Atomic-design-speak).
- Enforce a global design token system for colors, typography, stateful user feedback, and spacing.
- Use Material UI (MUI) from Google as our foundation. This was a previous decision that was not fully enforced, which led elements to become over-engineered or duplicated. This became known as the “Build on the shoulders of giants” rule.
- Destructive actions (like Delete or Cancel) are placed to the left of creative actions, like “Save” or “Next.”
- Every screen has one primary focus. Complex screens need a focal point for the task and user’s need to feel confident they are using the interface correctly. When long forms are required, break them down into smaller chunks. Users can save their progress and concentrate on smaller groups of tasks. Color should be used to focus users on the most important actions, and to alert them when data errors need to be addressed.
Ultimately, these rules are flexible and have served well as a starting point. Any new screen can adhere to these rules, and when we find cases where these rules are preventing users from completing their tasks or are frequently confusing users, we revisit them to make updates or clarifications. Oomph has continued to consult on new screen design and UX workflows after more than a year of working together.
The Results
Setting a New North Star to Align Our Compasses
To continue to move the product forward without increasing UX and technical debt, the teams needed a well-defined shared understanding for the user experience. Internal teams were moving forward, but not always in the same direction. Within the first month, our teams agreed upon a playbook and then continued to expand it during our engagement. We met twice weekly with product owners across the company and became a sought-after resource when teams were planning new features.
During our time together, we have celebrated these outcomes:
- Oomph consolidated the color palette from 55 colors to just 24 without losing any necessary distinctions. All colors are contrast conformant with WCAG 2.2 Level AA as a baseline.
- Colors, typographic sizes, spacing values, form elements, buttons, icons, and shadows have all been converted to design tokens.
- Figma has been used as the design system record, while Storybook has been strengthened and updated to smartly leverage Material UI. The success of Storybook is largely due to its inclusion as a GOVERNMENT PREMIER project dependency — it has to be used and the latest version is often pinned as the product evolves.
- An internal Design Manager at RSI was established as someone to lead the engineering team and maintain quality oversight as it pertains to the design system.
- Oomph completed designs for 15 features for GOVERNMENT PREMIER, many of which involve designs for three or more screens or modals. Oomph also designed workflows for over a dozen Online Services workflows with a heavier emphasis on mobile-responsive solutions.
As Oomph moves into our second year collaborating with the GOVERNMENT PREMIER teams, we plan to fully investigate user personas on both the admin and taxpayer side of the platform, add more context and governance to the project designs, and provide quality assurance feedback on the working application. We value our partnership with this unique team of experts and look forward to continuing the tax software revolution.
THE BRIEF
Three Organizations Working Towards One Goal
The American Foundation for Suicide Prevention (AFSP), the National Action Alliance for Suicide Prevention (Action Alliance), and the Suicide Prevention Resource Center (SPRC) have been commissioning The Harris Poll to conduct a bi-annual, nationally representative survey of adults in the U.S. to understand the public’s beliefs and attitudes about mental health and suicide.
This year, 2022, all three suicide prevention organizations teamed up with Oomph to take that data and distill it into a microsite for easy consumption among professionals and the general public who visit the site.
The data from the poll shows that progress has been made, but there is still more to do. We all must continue to learn more about suicide and mental health, particularly through increased research efforts, teaching everyone how to help prevent suicide and strengthen mental health, and advocate for improved access to care and robust crisis services.
Oomph made sure our approach to information design, branding, and messaging came across effectively and clearly. How could we use data to show people which actions they could personally take to affect positive change?
THE APPROACH
Design Sprint to E-Learning Microsite
Our initial idea of the audience was more public facing rather than a specific audience. We started our design approach to be stylized and playful.
Taking a step back, we regrouped and determined that the audience was more academic and administrative, therefore it was to lean towards a professional tone. A new idea clicked — we could present this microsite as an e-learning experience.
The new design direction features four key chapters: the Introduction, Learn About the Data, Know How to Help, and Advocate for Change. By implementing a tab-like navigation, it allows for users to hop to each section they may be most interested in, and reads as if it is an eBook.
Each section is color coded, and the navigation has a gradient that brings in all of the sections together in unity to showcase that message throughout. Each section follows a similar pattern: an introduction, data from the Harris Poll, an opportunity to find resources about the chapter, and shareable resources to help spread the message on the viewer’s own social channels. We hope that by the end of the microsite, the user is ready to inform themselves further by finding resources or sharing about the current perceptions of suicide.
THE RESULTS
Ongoing Public-education Impact
While Suicide Prevention Now is just one step of many, we hope that this project will help more people to become an advocate, or help spread awareness about suicide prevention. We hope it helps to save lives.
While working on this project, we became aware of a national suicide hotline number that is quick to dial and easy to remember, just like 911. Dial 988 to be connected to a friendly and helpful advocate if you or someone you know are having thoughts of suicide.
Working with Oomph was a great experience all the way around. From exploration to delivery, Oomph provided excellent guidance, and the quality of the final site is fantastic! I look forward to working with the team again in the future.
JONATHAN DOZIER-EZELL Director of Digital Communications,
American Foundation for Suicide Prevention