The Problem
When I joined Museums Victoria, the website was difficult to navigate, visually inconsistent, and lacked personalisation. Visitors struggled to find relevant exhibitions, tickets were hidden behind multiple clicks, and content engagement was low. The outdated CMS and CRM systems made it difficult to introduce new features without breaking the experience.
Key issues identified
Complex Navigation – Visitors struggled to find key information.
Ticket Purchase Drop-offs – Low conversion rates due to unclear CTAs.
Underutilised Content – Rich educational content was buried in the site.
Legacy System Constraints – The CMS and CRM limited improvements.
Underutilised Content – Rich educational content was buried in the site.
Legacy System Constraints – The CMS and CRM limited improvements.
My Approach
Rather than a single redesign, I led a multi-phase strategy:
Immediate Fix: A New Design System & Improved UX
We overhauled the navigation, created a design system for consistency, and redesigned the website’s layout—resulting in a 20% increase in content engagement and a 15% rise in ticket purchases.
Rather than a single redesign, I led a multi-phase strategy:
Immediate Fix: A New Design System & Improved UX
We overhauled the navigation, created a design system for consistency, and redesigned the website’s layout—resulting in a 20% increase in content engagement and a 15% rise in ticket purchases.
Design & Development
Based on research, developed personas for each segment
Created two distinct design systems:
Built wireframes and high-fidelity Figma prototypes, validated with real users.
Typography & Colours
Buttons
Developed a predictive scoring model (using statistics, ARIMA forecasting & ABM modelling) to assess visitor interest.
Used RFID data to test how personalisation could increase engagement.
A/B tested new recommendation UI, resulting in a projected 35% increase in content engagement once live.
Used RFID data to test how personalisation could increase engagement.
A/B tested new recommendation UI, resulting in a projected 35% increase in content engagement once live.
Next Steps: A Future-Ready Experience
The AI-powered version is set to go live once the CMS, CRM, and ticketing systems are updated. This project laid the groundwork for an intelligent, visitor-centred digital experience that evolves over time.
Key contributions
Final thoughts
This project wasn’t just about redesigning a website—it was about future-proofing Museums Victoria’s digital experience, making it more engaging, accessible, and personalised for every visitor.
Let’s create something extraordinary together.