Museum Culture Awards IDCA

GOLD – Victoria & Albert Museum – United Kingdom

Case Study


The new design of the V&A website needed to bring the museum to life virtually, to inspire more people to visit, and to open up the Museum’s collections, exhibitions, events, people, activities, ideas and experiences.




We aimed to design experiences around our online audience. Using web analytics, stats from market research and other sources we built a behavioural segmentation representing them. Those wishing to know practical info made up 70% of the audience. This general visitor, then became the priority audience for the new website in our aim to increase attendance.




  • Getting funding; building a compelling business case in order to secure significant investment.
  • Dealing with the ambiguity of the Agile development methodology
  • Involving stakeholders.



  • A bespoke CMS to encourage learning and testing
  • A website built using Ruby on Rail and a host of open source components
  • A flexible content integration tool, Sir Trevor




  • A bold new articulation of the V&A brand online.
  • A better balance between text and image.
  • A more cohesive experience across digital and print.
  • People are staying for longer – time on page has increased by 22%.
  • People are exploring further – bounce rates have dropped by 20%.