Plus sign.

The National Museum of African American History and Culture

Hero section of the NMAAHC website.

The Searchable Museum provides a rich digital experience to audiences worldwide.

Client

The National Museum of African American History and Culture (NMAAHC)

Our Expertise

UX Research

Timeframe

Fall 2021

Open Website →

Context

Reaching beyond the walls of NMAACH with the Searchable Museum

The National Museum of African American History and Culture launched a new digital initiative called the Searchable Museum. The Searchable Museum provides a rich digital experience that connects a worldwide audience with NMAACH’s exhibitions.

Through an innovative online experience, the Searchable Museum combines existing and newly created digital collection assets, digitized exhibition content, and multimedia components, including 3D models, videos, and audio podcasts.

Photo shows a group of enslaved Black people posed around a horse-drawn cart.
Constellations menu of the NMAAHC website.

Challenge

Keeping the user front and center.

NMHAAC curators wanted to create a digital experience with a similar tone and feel as the in-person exhibitions. The team began developing intuitive navigation for the new, content-rich website. However, early user feedback found that audiences struggled with the complex, layered navigation in their search for content.

Friends From The City conducted multiple rounds of user research to better identify and understand the audience's pain points while navigating the Searchable Museum. We provided insights and recommendations which resulted in an enhanced, more enjoyable user experience.

Hero section of the NMAAHC website with the sentence "A Place to Explore History and Culture through and African American Lens".