Colourful website screenshot

Is 'clicks to curiosity triggered' a good metric for GLAM collections online?

The National Archives UK have a 'new way to explore the nation’s archives' and it's lovely:

It features highlights from their collections and 'stories behind our records'. The front page offers options to explore by topic (based on the types of records that TNA holds) and time period. It also has direct links to individual stories, with carefully selected images and preview text. Three clicks in and I was marvelling at a 1904 photo from a cotton mill, and connecting it to other knowledge.

When you click into a story about an individual record, there's a 'Why this record matters' heading, which reminds me of the Australian model for a simple explanation of the 'significance' of a collection item. Things get a bit more traditional 'catalogue record online' when you click through to the 'record details' but overall it's an effective path that helps you understand what's in their collections.

The simplicity of getting to an interesting items has made me wonder about a new UX metric for collections online – 'time to curiosity inspired', or more accurately 'clicks to curiosity triggered'. 'Clicks to specific item' is probably a more common metric for catalogue-based searches, but this is a different type of invitation to explore a collection via loosely themed stories.

'About' post and others under the 'Project ETNA' tag.

Screenshot of the Explore website, with colourful pictures next to headings like 'explore by topic', 'explore by time period' and 'registered design for an expanding travelling basket'

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