Australian Maritime Museum

The Museum’s previous website was complex, outdated and difficult to maintain. Visitors struggled to navigate, complete transactions or find content relevant to their needs. It failed to reflect the Museum’s physical richness or national significance. Key challenges included restructuring the information architecture, improving accessibility, and enabling curators and researchers to share compelling stories. The membership and ticketing journeys needed to be streamlined to support revenue goals. The platform had to be easy to update, support inclusivity and promote national reach. The design needed to connect emotionally with users, support staff workflows and present the Museum as a leading cultural institution.

We created a user-focused digital experience that transforms storytelling, transactions and discoverability. Starting with extensive user and stakeholder research, we restructured the site’s architecture around user needs. We introduced immersive editorial formats that enable curators to narrate rich stories through layered content, video and interactive elements. Ticketing and membership journeys were simplified with clearer calls to action. Collections and research are now featured through intuitive navigation and improved search. The platform is fully accessible, scalable and easily editable by staff. Designed with a national audience in mind, it extends the Museum’s reach beyond its physical location, supporting its long-term mission.

The new platform has led to significant increases in engagement, session duration and completed transactions. Ticketing and membership processes are now easier, with higher conversion rates and better visibility. Curators can share stories directly, enriching the online experience and extending its reach. The site supports new exhibitions with immersive content that drives learning and visitation. Staff can now update content quickly and efficiently. The platform positions the Museum as a national leader in digital cultural storytelling. It builds trust, supports inclusivity and enhances the Museum’s public value. The result is a more connected, accessible and sustainable experience for all users.

The platform is grounded in inclusive design, modular flexibility and user-first thinking. A new content structure helps users easily find what they are looking for, whether planning a visit, exploring collections or accessing educational material. Real-time event listings and daily schedules support front-of-house operations and improve visitor planning. Personalised content suggestions help users connect with stories, events and programs based on their interests. Curated storytelling formats like “Stories of the Sea” use video, photography and curator insights to provide immersive experiences. Collections and research are now more visible and accessible through improved taxonomy and powerful search tools. Accessibility was addressed from the outset. The platform meets WCAG compliance standards, offers clear accessibility information and supports assistive technology. The site also reflects Australia’s cultural diversity, with content that includes First Nations perspectives. Staff can create, adapt and publish content using a flexible component-based CMS. This fosters institutional ownership and allows the Museum to stay responsive and relevant. The platform supports remote users, volunteers and researchers, expanding its national reach. Every element of the design was crafted to improve usability, deepen engagement and reflect the Museum’s mission to preserve and share Australia’s maritime stories.