Создание сайта для музея "Ясная Поляна"

Главное о кейсе

Results

Average site visit duration is up 40% (3 mins 30 seconds) since site relaunch.

Bounce rate is 2 times lower.

Bounce rate from the main page – 14%.

Planning tool is top-4 visited page (25% of all interactions).

On «Collections» page visitors spend 10 mins 30 seconds.

Every thirds visitor uses map navigation section and makes more than 3 interactions with pins.

Бизнес-задача и ее решение

Task

«Yasnaya Polyana is not just house»

Hundreds of thousands of tourists visit «Yasnaya Polyana» museum each year focusing only on Tolstoy’s house but due to its historical and cultural status – capacity is quite limited.

Solution

Main goal of completely new site of the museum is to reveal multidimensional meanings of Yasnaya Polyana, to expand visitors’ understanding of the whole place.

What’s more important – it should provide a sense of visiting Yasnaya Polyana itself – exact this role it represents in new eco-system of communications of the museum.

Прочая информация о кейсе

Yasnaya Polyana

Yasnaya Polyana is a manor where Leo Tolstoy was born.
That is a place where he lived, created his works and was buried.

Task

«Yasnaya Polyana is not just house»

Hundreds of thousands of tourists visit «Yasnaya Polyana» museum each year focusing only on Tolstoy’s house but due to its historical and cultural status – capacity is quite limited.

Solution

Main goal of completely new site of the museum is to reveal multidimensional meanings of Yasnaya Polyana, to expand visitors’ understanding of the whole place.

What’s more important – it should provide a sense of visiting Yasnaya Polyana itself – exact this role it represents in new eco-system of communications of the museum.

Instruments

1. New visual style

We created: new logo and whole visual style. As basis for logo we took the handwritten tracing from his diary: «Without my Yasnaya Polyana I can hardly imagine Russia and my relationship to it».

2. First screen

Our first screen is video only which reveals the atmosphere of the whole place – it was risky move for a traditional museum. We had a great response rate from the audience – just 14% bounce rate from the main page.

3. New site architecture

We completely rethink the structure of the old site version, which was created «by museum employees for museum employees». Now the content is split between 4 different menus, every section has it’s own task and its own audience.

4. Humanization of information representation

Most of the texts and content blocks were rewritten in a new, visitor-friendly way, which has better perception by potential audience.

5. Enlightenment through engagement

We create interactive navigation map, stylized in a way each person can understand Polyana’s scale and infrastructure.

6. Unique planning tool

Our unique trip planning tool aggregates all content of the site. We can create a truly rich daily plan for our visitors. It shows our guests that Yasnaya Polyana is a place where you may spend much time and is not just Tolstoy’s house.

7. Mobile version

Mobile version is completely separate product from desktop version, main focus on the trip planning tool.

8. Future development

Technically site is a scalable platform using united database which can integrate new services without remaking its core. It allows constant site updates and developments making it more and more diverse and user friendly for guests.

Results

Average site visit duration is up 40% (3 mins 30 seconds) since site relaunch.

Bounce rate is 2 times lower.

Bounce rate from the main page – 14%.

Planning tool is top-4 visited page (25% of all interactions).

On «Collections» page visitors spend 10 mins 30 seconds.

Every thirds visitor uses map navigation section and makes more than 3 interactions with pins.

Plans

Site content translation into foreign languages
New filters in planning tool
Add routes on interactive map

Видео