CLIENT CASE STUDIES
the creation of a timeline which gave the homepage a curatorial aspect. “In the past there wasn’t really any way of going back through those different elements,” he says. “This was a way of stacking all those together, Tetris-like, so users can follow them. And of course it gives people a reason to come back.”
Moving forwards
The impact of mobile devices on search is something digital marketers are just beginning to adapt to; geo-location and more personalised results are rendering traditional page ranking less relevant. So what was the role of search strategy in the Science Museum’s relaunch?
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“We could have brought a lot of content from across the site onto the homepage,” he says, “but in fact that would have had a negative impact on the site’s effectiveness from a search point of view. If all that content was stored in the homepage and so much there. Instead, we’re pulling stuff in only when people indicate they want to see it. That cuts down on load times, on current events. There’s copy positioning the page so it can be still be focused on from an SEO perspective, but we’re not hard-coding content from across the site. We deliberately kept it light.”
Page down
build has been the move to longer pages. Isn’t that counter- intuitive, given that our screens are getting smaller? Proctor says not.
“Longer pages were another conscious decision. With sites where there’s an element of exploration to the user journey, a longer page is useful because it allows you to present choices, not laid out in boxes of equal size. There’s that curatorial
element to the page which the team at the Science Museum can control. Also, on smaller screens, and on some desktop browsers as well, the scrollbar is often hidden by default, so there’s less to show you how much there is to scroll through. Facebook and Twitter have really moved people in this direction. We’re much more used to timelines, to exploration and to just seeing what’s there. Again, on a site like this it’s less presenting ideas or providing inspiration.”
Launched on 25 July, on schedule and in time for the start of London 2012, Redweb’s work drew praise from Alex Hendry, the Science Museum’s Senior Project Manager, who described the new homepage as a huge step forward. When it comes to the launch of responsive projects like this, says Proctor, “People think the entire site has to be uprooted and pulled apart. People have this conception that they have to do everything, they have to do it now, but they don’t know what platform to do it for. I think our work here shows another way then become responsive, rather than do a complete rebuild. Simply redesigning your homepage is a step on the roadmap in the right direction is better than no step at all.”
www.redweb.com
www.sciencemuseum.org.uk
Issue No.16 - FIGARODIGITAL 55
LISTINGS
CLIENT CASE STUDIES
DIGITAL MARKETING CONFERENCE
ESSAYS
CASE STUDIES
UPFRONTS
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