CLIENT: ART + WELLNESS ENTERPRISES
COMPANY: BASIC/DEPT®
Crystal Bridges Campus
A 0–1 app concept for Alice Walton’s 150+ acre Crystal Bridges campus, home to a world-class museum, medical school, music venue, health institute, and miles of art-filled trails. With 83% of visitors engaging only with the museum, we built an app that expanded discovery across the full campus, and drive progress toward 2M annual visitors by 2026.
In parallel, we launched Alice L. Walton School of Medicine for the Campus’ new medical school, increasing student applications and faculty recruitment for the next enrollment cycle.
Challenge & objective.
Visitors were under-engaging with the broader Crystal Bridges campus, where low awareness of campus-wide events constrained engagement, conversion, and ticketed attendance.
They had to rely on two fragmented apps to discover the campus, both narrowly focused on museum content and poor at supporting real exploration. User reviews surfaced clear frustration: “not helpful,” “can’t find anything specific,” and “doesn’t match the physical experience,” reinforcing discovery friction instead of reducing it.
We needed to build a digital companion that inspired discovery across art, nature, and programming, while driving repeat visits, event ticket sales, and memberships.
Role.
I owned the product vision from start to launch, defining both what shipped day one and how the platform would grow over time. I built a phased roadmap that balanced immediate discovery and engagement with longer-term bets, and led cross-functional teams through delivery. In a highly ambiguous environment, I partnered closely with executive stakeholders to align priorities, make tradeoffs, and move forward with clarity.
Results.
The final product vision brought the campus to life through an event-led homepage, intuitive wayfinding, and discovery and planning tools designed to deepen engagement, increase dwell time, and drive repeat visits across the campus.
My team delivered a build-ready product vision and roadmap, then passed it to an external development partner. Though implementation wasn’t part of our scope, the work set a clear, scalable digital foundation—eight core features and user-validated future bets—supporting the campus’s path toward 2M annual visitors.