Introducing Whitney Digital

Welcome to Whitney Digital — insights from the Whitney’s digital teams.

This is a significant time in the Whitney’s history. Following our move downtown, the Museum’s audiences have quadrupled and our digital reach has far outstripped in-gallery visitation. This heightened visibility and audience growth has come with greater opportunities and responsibilities. The digital team laid important groundwork prior to the move by creating a dynamic welcome in the new building through digital signage, creating an internal staff site, bringing the entire collection online, and producing a behind-the-scenes video series, Whitney Stories.

As the Museum approaches its third anniversary in the new building, we’ve begun rolling out new ways of working, overhauling our systems, listening to — and understanding — our digital audiences, and refining our digital and content strategy. Our goal is an omni-channel approach that is user-centric, and impactful, while remaining faithful to our founding mission of letting artists lead the way.

We’ve been focusing on several areas:

• Amplifying artist’s voices and inviting collaboration on the digital experience of the work.
• Producing impactful storytelling — particularly in video —and building connections across our content areas, while opening up our editorial approach to outside perspectives.
• Creating a sustainable and inclusive flagship platform, whitney.org, and upgrading our e-commerce business.
• Improving mobile visit planning, content experiences, and sense-making (helping visitors make sense of and get the most from their visit, rather than way-finding), particularly at the museum.
• Designing identifiably Whitney moments whether our audiences are at the museum or visiting remotely.

We’ll be sharing our progress here, along with new product releases, content developments, experiments, research, and analysis.