Website Relaunch

Context

The site was organised around how the institution saw itself, not what visitors needed. Hours, visits, and what was on took too many steps.

My Role

Research, information architecture, content strategy, and the usability bar, as Chief Experience Officer.

Approach

1. Listen. Audience research and stakeholder interviews to map what visitors needed against what the institution wanted to say.
2. Explore. Card sorting and journey mapping to rebuild the information architecture around real visitor tasks: plan a visit, see what is on, go deeper.
3. Test. Usability testing on the new structure and content, iterating before launch, with analytics to benchmark against the old site.

Why It Worked

• Structure the site around what people came to do, not around how the institution is organized.
• Accessible language widens the audience without losing curatorial credibility.
• Research settles internal debates with evidence instead of opinion.