GOLD – Americans by the Smithsonian National Museum of the American Indian, USA

Case Study


Launched in January 2018, the Americans website uncovers the many ways American Indian images, names, and stories have been part of the nation’s history, identity, and pop culture since before the country began. The website experience needed to be relevant to non-Native visitors, illustrating connections that encourage users to engage with the complicated relationship Americans have with American Indians.




The website’s structure and judiciously abridged messaging are de- signed to create a user-friendly online experience complementary to the gallery experience while able to stand independently. Website visitors are encouraged to expand the experience by sharing per- sonal connections and ideas about their relationships with American Indians using the #NDNsEverywhere hashtag.




  • Evoking the visitor experience and the gallery installation “Indians Everywhere” which consists of hundreds of Indian-themed artifacts.
  • Creating a site interface that allowed users to be both immersed in this imagery, reflecting the «Indians Everywhere» theme, as well as to dive deeper for additional information on selected items.




#NDNsEverywhere is by far the museum’s most successful hashtag. It has been used more than 400 times on Instagram. From mid-May to mid-June 2018, Facebook pushed the hashtag resulting in reaching 58,000+ people and creating 5,000+ engagements. #NDNsEverywhere has been used more than 230 times on Twitter, and these numbers are rising.