ACMI is the second most visited cultural institution in Australia. Situated right in the heart of Melbourne they attract lovers of film, gaming and all things moving image from across the world.
ACMI had a big brand awareness issue — visitors knew they’d been to Federation Square but didn’t know it was ACMI. So following an internally-driven brand refresh, Director Katrina Sedgwick engaged Boccalatte and Interaction Consortium to build them a world-class online platform to truly articulate and extend the ACMI offer.
The challenge was to unite the Museum offer with the cutting edge Cinema program while leveraging the breadth and depth of knowledge held in the ACMI collection and expert curatorial and education teams.
Boccalatte brought its collaborative approach to the Discovery process and ran an organisation-wide survey and then designed and ran workshops with the senior leadership team developing audience personas and creating consensus around seven big issues for the project.
Using the seven issues as a start point we asked: how might we improve the ACMI website so that its website visitors are more successful based on the following factors…
1
Their increased understanding of the ACMI offer
2
The depth of website visitors’ experience
3
Their willingness to book online rather than over the phone
In ACMI-X's collaborative spaces we co-designed a series of Problem Statements and Hypotheses to gain a consensus around design and development priorities for the agile approach.
Interaction Consortium and Boccalatte worked closely with the senior ACMI team to develop a technical, brand and content understanding and leveraged the worldly experience of Seb Chan and Lucie Paterson to bring the wider team, project strategy and website architecture together.
Aside from in-person workshop facilitation, wire framing and presentations, the three-way collaboration was facilitated by a number of online tools and project management platforms keeping stakeholders abreast of daily developments and facilitating real-time communication and decision-making.
This largely remote and online collaboration yielded the notion of Ideas as the glue or connective tissue in the ACMI offer — concepts, theories, commentary and opinion form the connections between moving images, directors and techniques. ACMI set about creating a new taxonomy of the moving image and the Boccalatte-Interaction Consortium team began designing and building a framework to house the new concept.
Boccalatte's mobile-first interface design adopted ACMI's bold, smart, playful core characteristics and built-in flexible "relatedness" to weave the offer together; and persistent calls to action in every view.
As a result of the discovery process, the ACMI offer was to be relaunched as MUSEUM, CINEMAS and IDEAS — anew articulation of the ACMI offer that would influence the visual, navigational and content strategies for all things moving image.
"Thank you for your wonderful work on our website.
It's now live and we've had great feedback. And our Board love it!
A pleasure to work with you again (as always)."
Katrina Sedgwick
Director & CEO
Australian Centre for the Moving Image
"Huge thanks to you all...
A website project has never been such a pleasure and so smooth. "
Lucie Paterson
Digital Product Manager
Australian Centre for the Moving Image