Institute of Contemporary Art/Boston

A Mobile Website Revolution

Painting a New Picture of a Leading Museum's Mobile Visitor Experience

The Challenge

The Institute of Contemporary Art/Boston’s (ICA) challenge was to create a mobile website that’s easy to maintain and makes visitor and exhibition information accessible to their growing mobile audience.

  • The Solution

    Bluetrain Mobile’s powerful, yet flexible content management system enabled ICA to launch a state-of-the art mobile website that reflected its brand, showcased the museum’s collections, and made its general information accessible to the museum’s growing mobile visitor audience.

    Visitors both “on-the-go” and just “mobile inclined” can now access the information they need, when they need it, from any smartphone. The ICA met its goal to quickly launch a cutting-edge mobile website that could be easily maintained by the marketing team without investing in new technology infrastructure or expertise.

  • The Result

    A sophisticated, engaging, easy-to-manage mobile website that now addresses the needs of ICA’s mobile visitors, presently representing 30% of their overall web traffic.

    The ICA has successfully extended the museum experience to their mobile audience.

    ICA’s mobile website gives local visitors of all ages and tourists alike the information they need to inform their decisions about visiting and planning their day. Early results show that the mobile website is driving increased foot traffic to the already-popular art institute, and will continue to do so at a

  • more rapid pace. Not only is the mobile site helping to increase visitor numbers and help guests to plan their visits, it has also become a strategic lever in re-designing their desktop website.

    Read ICA’s full story.

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  • “”
    Our number one goal was to ensure that the museum was as accessible as it could be, leading to increased attendance.
    Kelly Gifford
    Director of External Relations, ICA

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