Museum Culture Awards IDCA

GOLD – Victoria & Albert Museum – United Kingdom

Case Study

BRIEF:

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.

 

 

STRATEGY:

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.

 

 

CHALLENGES:

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

 

TOOLS:

  • 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

 

 

OUTCOME:

  • 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%.