The Museum of Contemporary Art Australia

The MCA website redesign faced the challenge of digitally embodying the museum’s new visual identity while enhancing user engagement and accessibility. The brief required a cohesive, flexible design reflecting MCA’s contemporary and dynamic nature. The website needed to support diverse content, from exhibitions to educational programs, catering to a broad audience, including local and international visitors. The project also had to incorporate strategic digital marketing and e-commerce capabilities to facilitate ticket sales and other revenue-generating opportunities. Collaboration between M35, Boojum, and the MCA digital and marketing teams was essential to meet and exceed these goals.

The MCA website redesign involved translating M35’s robust visual identity into a scalable digital environment. The collaborative effort focused on creating a cohesive design system that could accommodate diverse content and future needs. M35 provided the brand direction, Boojum developed the technical aspects, and the MCA digital and marketing teams ensured alignment with the museum’s goals. The solution enhances user experience and accessibility, offering a dynamic, user-friendly platform that reflects the contemporary ethos of the MCA. This flexible design system supports the museum’s varied programs and content, ensuring a consistent and engaging online presence.

The redesigned MCA website has significantly enhanced user engagement and accessibility, creating a seamless online experience for diverse audiences. The robust, scalable design system supports the museum’s dynamic programming and future growth. This project has strengthened the MCA’s digital presence, expanding its reach to a diverse and global audience and fostering greater interaction with contemporary art. The collaborative effort has also facilitated improved content management and streamlined digital marketing efforts, contributing to the museum’s revenue streams and operational efficiency. The result is a simple yet vibrant, user-friendly platform that reflects and amplifies the MCA’s contemporary ethos.

A key focus of the MCA website redesign was enhancing accessibility. The team aimed to create a simplified, structured digital environment that accommodates varying accessibility needs, ensuring the website is usable for all. Advanced accessibility features were integrated, including intuitive navigation, readable text, and adaptable interface elements. The MCA has led the way in handling First Nations acknowledgements and place naming through its digital channels. Building on their previous website’s success, the redesign further advances this commitment with the introduction of highly curated video content. This content acknowledges the museum’s location on both the water and land of Tallawoladah, a home to stories, art and culture for over 65,000 years, reflecting cultural sensitivity and respect. Interaction design patterns were meticulously developed to balance accessibility with innovation. The website features dynamic motion, intuitive menu interactions, and a refined search functionality. These elements required extensive prototyping to ensure they maintained high accessibility standards while showcasing the brand’s contemporary aesthetic. The collaborative effort between design, development, and digital marketing teams resulted in a seamless, engaging user experience that aligns with the MCA’s visual identity and mission. The robust design system supports the museum’s diverse content and programming needs, ensuring a future-proof digital presence.