The San Francisco Museum of Modern Art is an internationally recognized museum of modern and contemporary art in the Bay Area. Hot Studio was asked to redesign the museum’s website to better showcase its preeminence.


A wide and varied audience
SFMOMA needed a website that was relevant to a wide array of users, from grade-school students to scholars, and everyone in between. The old site had an inflexible architecture and a design that was incapable of incorporating new content and features.

How could SFMOMA make themselves relevant and engaging to diverse audiences? What type of website would boost the museum’s online presence? To answer these questions, we did extensive user research to understand SFMOMA’s audience and their needs.

Opening up SFMOMA’s vast collection
We designed an experience where people can easily find information about visiting the museum—exhibitions, collections, educational activities, and public programs. We also designed the site to serve as a unique online gallery so people can discover pieces in the museum’s vast collection that they would not have seen otherwise.

An award-winning (and extensible) design

The new site was so successful that it earned a Webby Award nomination and a MUSE award from the American Association of Musuems. And it was extensible enough that we were able to leverage it for the creation of SFMOMA’s online store and email newsletter.