“The team were fantastic, from coming up with a methodology that really worked for our needs, to feeding back the findings in a really clear yet comprehensive way.”
The National Portrait Gallery looks after the world’s greatest collection of portraits. The collection spans six centuries, from Shakespeare to Stormzy, and Darwin to Elton John.
Project summary
In 2021, the National Portrait Gallery embarked on a monumental project to transform the gallery on and offline. While their doors were shut from 2021 to 2023, they wanted to carry on showcasing their collections through their digital channels.
It was vital to properly understand their website audiences - specifically to understand how the site was used, by whom, and where improvements could be made.
What we did
We worked to answer NPG’s questions about their audiences and provide insights into a website redesign that would serve as the digital doorway to their collections.
We focused our analysis on the following components:
A Google Analytics review to analyse site usage, demographics, drop off points, and bounce rates.
Usability testing, combining moderated and unmoderated usability tests, pop-up website surveys to assess how people were interacting with the website.
A Search Engine Optimisation audit via a technical review and keyword research.
“I wouldn’t hesitate to recommend them to others looking to better understand the strengths and weaknesses of their website.”
The results
Following our report, the National Portrait Gallery redesigned their website, and launched their new version in February 2023.
The National Portrait Gallery took our feedback onboard and concentrated their efforts on decluttering the homepage and other key content pages; making the navigation neater and clearer; improving the search function; and using clearer language to present information.
Gallery
