A Friendly Home for Natural History
Co-creating with museum colleagues to create a vision of how to refocus the homepage to meet visitors needs
Team
Working with marketing teams and brand design teams to create a digital-first flexible responsive campaign that would welcome audiences new and old.
Objectives
To refocus the homepage to serve visitors needs, sparking excitement whilst preserving essential revenue streams.
Methods
Rather than a big bang reveal I worked with data scientists and product owners to slowly evolve the homepage with a series of AB tests to take us toward our vision.
Outcomes
The stats showed our new designs could provide an impactful first impression and facilitate the primary visit planning journey, while protecting income streams.