Museum London Website

Element Award Winner — User Experience

Friends & Enemies

Toronto, Ontario, Canada

Client: Museum London

Museum London’s new website was created as part of a broader strategic plan and brand transformation, giving the museum a digital experience that better reflects its vision and in the community. The previous site made it difficult for visitors to discover exhibitions, events and programs, while an aging platform limited the team’s ability to keep content current. Built around Museum London’s new brand identity and its vision of creating connection, community and discovery, the website brings the brand to life through both its design and experience.

A redesigned “What’s On” section brings together current and upcoming exhibitions and installations, alongside an archive of past programming. Flexible exhibition pages combine imagery, audio and context, connecting visitors to related events and exhibitions. A visually rich event listing replaced the traditional calendar, with simple filtering and a clear pathway to registration. In the first year after launch, visitors didn’t only land on the site, they also explored it. More than 75% of page views happened beyond the homepage, with visitors spending twice as long on Events and Kids Programming pages, and significantly more time exploring exhibitions and planning their visits.