Redesigning Digital Engagement at Museums Victoria.
A service design-led initiative to unify the online and onsite visitor experience using journey maps, predictive modelling, and a dual-design system approach.
The Challenge
The legacy website was outdated, hard to navigate, and disconnected from the onsite experience. With an urgent CMS upgrade looming, we had to improve UX on the current site while designing for a future platform—without disrupting operations.
Stakeholder & Audience Mapping
Through 40+ interviews and session recordings, we uncovered patterns of frustration and missed opportunities to drive deeper engagement. These insights informed journey maps and helped align teams across content, ticketing, and education.
Research Insights
The museum serves diverse audiences, often with overlapping needs. By mapping these relationships, we ensured the solution respected how each user type accessed content across digital and physical touchpoints.
To test the viability of AI-driven recommendations, we ran a one-month RFID pilot where visitors received scannable cards to track interactions. This data fed into a prototype personalized experience for the website.
Journey Map Preview
Journey maps exposed drop-offs, broken loops, and the need for clearer paths to both onsite visits and digital content. These journeys became the foundation for redesigning the future experience.
Blueprinting the Experience
We simplified complex backstage processes across content, ticketing, and customer service, visualising both frontstage and backstage elements. The blueprint unified siloed teams around a shared understanding of the ideal visitor experience.
Before vs After System Map
We transitioned from a fragmented system to an integrated experience, guided by AI-powered predictions and better cross-department data flow.
Dual Design Systems
Due to technical constraints, we designed two systems:
A UI kit to improve the current website in the old CMS
A full design system for the future site—mobile-first, accessible, and modular
Forecasting Future Engagement
Risk Analysis
Testing & Impact
Testing prototypes with sample audiences showed:
Final Thoughts
This project proved that service design is not just about fixing broken systems—but about amplifying meaning. By connecting physical and digital touchpoints, we made the museum more accessible, intuitive, and inspiring for every type of visitor.
Let's work together