New England Aquarium
Role: Content Strategy lead, UX lead
Boston’s New England Aquarium wanted a new website to reflect its shift from a museum-style attraction to a leader in ocean conversation and research—and to inspire visitors to be part of that evolved mission. A key requirement: integrating the website of the Anderson Cabot Center for Ocean Life, the aquarium’s academic research wing, without impeding primary users’ ability to quickly buy tickets and plan their visit.
…Meanwhile, a daily events calendar and links to ticketing, coupons, visitor FAQs and other essentials facilitate trip planning.
On the home page, immersive video and calls to action with ocean-themed animations draw attention to NEAQ’s work preserving local ocean habitats...
Merging NEAQ’s two sites meant catering to distinct user types.
An expanded dropdown menu with intuitive labels creates clear paths for academics and those planning a trip to the aquarium.
Interacting with animal care experts is a highlight of any aquarium visit; our interactive video Q&A makes the experience available to online guests.
NEAQ wanted to empower visitors be part of conservation efforts. Updated animal pages incorporate a conservation status “score,” threats and species-specific calls to action.
Users can filter research publications by author, topic and program, and read abstracts on-site.
Author profile pages feature staff scientists’ education and expertise, and automatically update with their recent papers and blog posts.
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