On January 21, 2013 the Dallas Museum of Art returned to free general admission and launched DMA Friends, a free museum membership program that rewards visitors for engaging with art. Brian led the team that built the visitor experience on WordPress, using it as an application framework for kiosks, badges, points and rewards.
Key Results of the DMA Friends Membership Program
800+
People signed up on launch day, January 21, 2013
100,000+
People given new ways to engage with art, per director Maxwell L. Anderson
40 to 50
Badges available to earn at launch
Free
Membership for every visitor, joined with just a name and email
The Challenge: A Membership for Every Museum Visitor
The museum wanted lasting relationships with every visitor, not only paying members. It needed a way to recognize people for exploring galleries, attending programs and coming back, while general admission became free.
The Approach: WordPress, BadgeOS and In Gallery Kiosks
WordPress as an App Framework
DMA Friends runs as an iPad app and kiosk experience on WordPress, extended with BuddyPress for member profiles and community features. More on that pattern is in BuddyPress development.
iPad Kiosks and Fast Signup
Visitors join at iPad kiosks in the museum with a name and an email address, then use a membership card barcode to be recognized on later visits.
Badges, Points and Rewards with BadgeOS
Activity codes are posted in galleries, shared at programs and handed out by staff. Visitors enter them at a kiosk or on their phone to earn points and badges, powered by BadgeOS with Credly. Rewards include free special exhibition tickets, behind the scenes tours, shop and dining discounts and free parking.
Challenges That Guide Discovery
Themed challenges send visitors to corners of the museum they might otherwise miss.
DMA Friends Screenshots: Membership Pages, 2013 to 2014
DMA Friends Videos: Signup, Badges and Launch
The Outcome: Deeper Engagement with the Museum
More than 2,000 visitors came through on launch day and over 800 joined. The museum's director at the time, Maxwell L. Anderson, credited the program with giving more than 100,000 people new ways to engage with art, the museum and each other.
Technology Used
WordPress
Application framework
BuddyPress
Profiles and community
BadgeOS
Badges and achievements
iPad kiosks
In museum signup and code entry
Related WordPress Projects
- YMCA Y MVP, a sister badges and rewards program for teens
- BuddyPress development
- Shopify for WordPress
- Microsoft News Center on WordPress Multisite
