The Thyssen-Bornemisza Museum’s websites have changed; they’ve improved, they’ve been updated, new functions and content have been added and, most importantly, all of this has been done with the user in mind, that is, the regular visitor, the occasional tourist, the art lover, teachers, customers of the museum’s shop, members of the Friends of the Museum programme, children and teenagers, tourism industry professionals and members of the press…
In terms of offerings, experience and business, Thyssen online and offline are now more in sync than ever before. In this cultural change, which amounts to the digital transformation of the museum, the user is made the focal point of the process with the aim, among others, of making it easier to find information, participate, make purchases, check opening hours, exhibition dates, information on artists, thematic overviews, make virtual tours, purchase tickets, reserve spots for activities, make purchases from the shop, join the Friends of the Museum programme, hire a venue for an event, register in the professional zone or contribute as a patron. Moreover, all of this can be done from any device, as the websites are responsive.
The three websites that have been under development – museothyssen.org, educathyssen.org and tienda.museothyssen.org – are part of a strategic plan that aims to orient the museum towards a digital business model. This plan has two main pillars: a marketing plan and a digital plan. The three websites, which have been completely overhauled, are the most visible aspect of the digital plan and are part of the process of transformation that the museum is undergoing. The scope of the plan encompasses other projects relating to digital advertising, involving knowledge management, marketing automation and metrics or indicators.