Seema Rao

Transformed the visitor experience organization-wide by creating and implementing a systemic content strategy for both digital and onsite, in a region that is among the most ideologically and economically divided in the country.

• Developed a new editorial voice grounded in accessibility and curiosity rather than institutional authority; authored the brand voice & tone style guide.
• Trained and led a team of nine content producers; ran the editorial calendar across web, video, podcast, and social.
• Project lead for the public website redesign, which subsequently saw usage increase by 200%; contributed to survey design and usability testing.
• Originated the museum's TikTok program with a serious editorial vision — 11M views and 675,000 likes in a single year; named a Top-5 museum account by Hyperallergic.
• Tracked and analyzed all content against plan; explored new approaches to measuring visitor parameters and goals through comparative analysis.

Help cultural institutions and mission-driven clients plan and implement innovative, successful content and experience strategies.

• Led observatory fieldwork and stakeholder interviews to define needs and pain points; crafted compelling summaries of user findings and potential solutions for stakeholders.
• Created surveys, personas, sitemaps, wireframes, and mockups for stakeholder approval; managed multiple projects and operations simultaneously.
• Crafted copy that considers a user's emotional state while meeting overall business and mission goals.

Directed studio classes, interactive media installations, and all-ages and family learning that connected diverse publics to the collection; curated cross-cultural installations and built programs that welcomed audiences who had rarely felt at home in a museum.