For my first post, I chose to reverse engineer MoMa’s “Inventing Abstraction” digital exhibit. This exhibit presents works by acclaimed abstract artist made between 1910 and 1925.
The primary assets of the website is the artwork from MoMA ( Museum of Modern Art), and the 86 artists who are presented on the website. Many people contributed to the design and development of the website which was made possible by by Hanjin Shipping. The Art Institute of Chicago also helped contribute and Acoustguide provided the enjoyment of music on the site.
Presentation: The home page utilizes an abstract composition, already fitting with the theme of exhibition. While the page is text heavy, it’s important for the user to holistically comprehend the context of the exhibit. Because the web page is based off of visual works, it makes sense that the reader would be asked to process the majority of the page’s text before the artworks are introduced.The connections tab at the bottom allows you to immediately be taken to their most interactive page.

The visual aspect of the website also makes defining it a unique challenge, but MoMa makes a point to refer to the interactive experience as an exhibition (“This exhibition examines key episodes abstractions inaugural years, exploring it both as a historical idea and an emergent artistic practice”). This language is combined with other stylistic choices that make the site modern, minimal, and sleek–translating the museum experience to a webpage while still maintaining the integrity of the MoMa brand.

The literal map of connections is overwhelming but you can zoom in and out. “Diagram Overview” explains how to interact with the diagram and what it means visually. There is little writing on this page which allows the user to focus on the visual web presented and the artists connections. This is extremely responsive, which is good because your mouse would likely get lost in all of the intersecting lines
Services: By clicking the “artists” link, you can view an alphabetized list of all artists featured in the exhibit. This is useful if someone is looking for one artist in particular, or finds the interactive diagram too confusing. Important artists are highlighted in red to draw attention.
The website has a link that takes you to MoMA’s webpage as well as listen to music while you explore the artwork, giving a more enjoyable user experience. You can view their blog and see a list of programs and events happening at the MoMA in a visual manner.
The actual art pieces can be seen by clicking on an artist’s name first. Once the user clicks on a thumbnail, it becomes clear that the purpose of the site is to present the art. The pieces are presented with the standard MoMa caption, and more iconic pieces, such as Picasso’s Woman with a Mandolin, are accompanied by extensive interpretations.
MoMa’s mission statement is “helping you understand and enjoy the art of our time.” To help users understand the art, MoMa included a “Conversations” page on the website. This page includes commentary from current relevant artists regarding the works in the exhibit. These conversations, in addition to the other features of the site, ultimately serve the purpose of helping the user better understand the art. Putting these resources in a responsive and clean website makes the experience enjoyable to the user, which allows them to focus more on what matters: the art.