The previous Museum of London website was a few years old, with a dated design that didn't fully showcase the museum's exciting exhibits. Content had accumulated over the years and had spread into multiple microsites, making the Museum's online presence difficult to navigate.
It was clear that the new online presence had to:
We worked incredibly collaboratively with key stakeholders, holding regular drop-in sessions for museum staff to provide feedback on our IA and designs:
The new site structure makes it straightforward for visitors to find important information and get drawn into exploring the museum's collections, exhibitions and events. At the same time, specialist audiences have clearly signposted sections designed for them.
We saw a modest 5% reduction in bounce rates post-launch, as well as a really impressive 45% increase in e-commerce conversions.
Users who viewed this page also looked at: