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Responses by HAWRAF

Background: The Marc Horowitz Archive is an audiovisual, interactive and experiential archive of the artist’s past seventeen years creating painting, video, and performance works. Seeping with natural charisma and freckled with esoteric characters, the website invites users to call a toll-free number (1-833-MAR-CIVE or 1-833-627-2483) to hear none other than the artist himself talk about the work.

Highlights: Upon dialing, users are prompted to press the pound key followed by a project number to hear Horowitz narrate the context and story around each piece. Featuring 32 of his most iconic projects, the site gives viewers an intimate walkthrough of Horowitz’s work, as told by the artist.

Challenges: Creating a website that users can call comes with an array of challenges, from purchasing and routing a 1-800 number to designing the site in a way that encourages people to actually call. We ended up having to go with a 1-833 number because most 1-800 numbers were already used.

Favorite details: Being able to give anyone who visits the site an opportunity to hear Marc Horowitz talk about his work.

Navigational structure: The navigation was a little tricky because it not only involved navigating the site, but also a phone call as well. We also had to balance the possibility that some users would prefer to read instead. To account for this, we added an “I prefer to read” button, which formats the content into a tried-and-true book that users can flip through and read.

Anything new: We used Twilio, a cloud communications platform with services that integrate tech with phone numbers, automated calls and texts, for the first time to create the interactive phone menu. We incorporated the service that uses the webhook when someone calls, which in our case is an AWS Lambda running a couple of Javascript functions that return the appropriate Twilio markup. The whole file upload process and #EXT routing is automated by the CMS and Lambda so that maintenance doesn’t get out of hand.

1833marcive.com

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