WA Museum Digital Platform
A scalable experience design system translating cultural storytelling into accessible digital and physical interactions.
Led UX and UI design across the museum’s digital platform
Developed a design system for visual consistency and scalability
Aligned content strategy with visitor needs and stakeholder goals
Collaborated with marketing and CRM teams to integrate campaigns, newsletters, and personalised experiences
Iterative design and prototyping to ensure usability and engagement across devices
The Western Australian Museum is the state’s flagship cultural institution, comprising seven public locations, a research centre, and a collection of over eight million objects. The launch of Boola Bardip in 2020 welcomed more than 700,000 visitors annually, with the website serving as a touchpoint before, during, and after each visit.
Process
I led the digital design as the in-house lead, focusing on UX, UI, and content strategy to create a cohesive experience across the museum’s expansive digital ecosystem. The work addressed large-scale platform needs for both visitors and over 200 internal staff and stakeholders. This included developing strategies for content experiences, marketing campaigns, and CRM integrations to enable multi-channel visitor engagement.
The end result was a digital platform that functioned as a central hub for visitor information, ticketing, and museum storytelling.
Experience and Product Design
Design decisions were grounded in audience behaviour and intent, using cultural segmentation frameworks from Morris Hargreaves McIntyre alongside web visitation analytics across digital platforms.
Visitor journeys were mapped across “before, during, and after” moments to identify key touchpoints and opportunities to deliver relevant information and meaningful experiences.
A driving principle behind both design and development was the implementation of progressive enhancement, ensuring a reliable base experience and core functionality for all visitors. Multiple content streams were identified to support the differing needs of visitors and staff.
The design system was developed from wireframes upward, applying atomic design principles, type scales, and a structured approach to layout and visual hierarchy across the website and in-gallery video experiences. Interaction theory informed the definition of core behavioural patterns, which were then translated into consistent functional patterns and UI elements.
Video content and interactive applications were treated as extensions of physical labels and exhibits, enabling a more resonant relationship between visitors and themes, narratives, and objects. At WA Museum Boola Bardip, these experiences created opportunities for visitors to access firsthand accounts and personal stories.
Working closely with curatorial and data requirements, my role as lead digital designer spanned research, concept development, and multiple stakeholder iterations. In line with the museum’s focus on “many stories”, each video’s structure, relationships, and content were designed to be highly adaptable, supported by a consistent yet flexible system of visual and functional patterns.
Delivery and Outcomes
The digital platform now supports over one million annual visitors through a seamless, accessible experience across web and in-gallery touch points.
The video interface is deployed across dozens of screens throughout the five main galleries and delivers thousands of varied video experiences each week.
A cohesive design system was established that scales consistently across exhibitions, campaigns, and multiple museum locations. Alignment between marketing, CRM, and digital channels was strengthened, enabling more coordinated and effective visitor engagement.
The integrated platform increased ticketing and membership engagement by reducing friction across discovery and conversion touch points. The website operates as a central, reliable hub for visitor information, ticketing, and museum storytelling.
Other Case Studies
ANZ Gothic
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Atomospheric Lab
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WA Museum Digital Platform
A scalable experience design system translating cultural storytelling into accessible digital and physical interactions.
Led UX and UI design across the museum’s digital platform
Developed a design system for visual consistency and scalability
Aligned content strategy with visitor needs and stakeholder goals
Collaborated with marketing and CRM teams to integrate campaigns, newsletters, and personalised experiences
Iterative design and prototyping to ensure usability and engagement across devices
The Western Australian Museum is the state’s flagship cultural institution, comprising seven public locations, a research centre, and a collection of over eight million objects. The launch of Boola Bardip in 2020 welcomed more than 700,000 visitors annually, with the website serving as a touchpoint before, during, and after each visit.
Process
I led the digital design as the in-house lead, focusing on UX, UI, and content strategy to create a cohesive experience across the museum’s expansive digital ecosystem. The work addressed large-scale platform needs for both visitors and over 200 internal staff and stakeholders. This included developing strategies for content experiences, marketing campaigns, and CRM integrations to enable multi-channel visitor engagement.
The end result was a digital platform that functioned as a central hub for visitor information, ticketing, and museum storytelling.
Experience and Product Design
Design decisions were grounded in audience behaviour and intent, using cultural segmentation frameworks from Morris Hargreaves McIntyre alongside web visitation analytics across digital platforms.
Visitor journeys were mapped across “before, during, and after” moments to identify key touchpoints and opportunities to deliver relevant information and meaningful experiences.
A driving principle behind both design and development was the implementation of progressive enhancement, ensuring a reliable base experience and core functionality for all visitors. Multiple content streams were identified to support the differing needs of visitors and staff.
The design system was developed from wireframes upward, applying atomic design principles, type scales, and a structured approach to layout and visual hierarchy across the website and in-gallery video experiences. Interaction theory informed the definition of core behavioural patterns, which were then translated into consistent functional patterns and UI elements.
Video content and interactive applications were treated as extensions of physical labels and exhibits, enabling a more resonant relationship between visitors and themes, narratives, and objects. At WA Museum Boola Bardip, these experiences created opportunities for visitors to access firsthand accounts and personal stories.
Working closely with curatorial and data requirements, my role as lead digital designer spanned research, concept development, and multiple stakeholder iterations. In line with the museum’s focus on “many stories”, each video’s structure, relationships, and content were designed to be highly adaptable, supported by a consistent yet flexible system of visual and functional patterns.
Delivery and Outcomes
The digital platform now supports over one million annual visitors through a seamless, accessible experience across web and in-gallery touch points.
The video interface is deployed across dozens of screens throughout the five main galleries and delivers thousands of varied video experiences each week.
A cohesive design system was established that scales consistently across exhibitions, campaigns, and multiple museum locations. Alignment between marketing, CRM, and digital channels was strengthened, enabling more coordinated and effective visitor engagement.
The integrated platform increased ticketing and membership engagement by reducing friction across discovery and conversion touch points. The website operates as a central, reliable hub for visitor information, ticketing, and museum storytelling.
Other Case Studies
ANZ Gothic
→
Atomospheric Lab
→
WA Museum Digital Platform
A scalable experience design system translating cultural storytelling into accessible digital and physical interactions.
Led UX and UI design across the museum’s digital platform
Developed a design system for visual consistency and scalability
Aligned content strategy with visitor needs and stakeholder goals
Collaborated with marketing and CRM teams to integrate campaigns, newsletters, and personalised experiences
Iterative design and prototyping to ensure usability and engagement across devices
The Western Australian Museum is the state’s flagship cultural institution, comprising seven public locations, a research centre, and a collection of over eight million objects. The launch of Boola Bardip in 2020 welcomed more than 700,000 visitors annually, with the website serving as a touchpoint before, during, and after each visit.
My Role
I led the digital design as the in-house lead, focusing on UX, UI, and content strategy to create a cohesive experience across the museum’s expansive digital ecosystem. The work addressed large-scale platform needs for both visitors and over 200 internal staff and stakeholders. This included developing strategies for content experiences, marketing campaigns, and CRM integrations to enable multi-channel visitor engagement.
The end result was a digital platform that functioned as a central hub for visitor information, ticketing, and museum storytelling.
Experience and Product Design
Design decisions were grounded in audience behaviour and intent, using cultural segmentation frameworks from Morris Hargreaves McIntyre alongside web visitation analytics across digital platforms.
Visitor journeys were mapped across “before, during, and after” moments to identify key touchpoints and opportunities to deliver relevant information and meaningful experiences.
A driving principle behind both design and development was the implementation of progressive enhancement, ensuring a reliable base experience and core functionality for all visitors. Multiple content streams were identified to support the differing needs of visitors and staff.
The design system was developed from wireframes upward, applying atomic design principles, type scales, and a structured approach to layout and visual hierarchy across the website and in-gallery video experiences. Interaction theory informed the definition of core behavioural patterns, which were then translated into consistent functional patterns and UI elements.
Video content and interactive applications were treated as extensions of physical labels and exhibits, enabling a more resonant relationship between visitors and themes, narratives, and objects. At WA Museum Boola Bardip, these experiences created opportunities for visitors to access firsthand accounts and personal stories.
Working closely with curatorial and data requirements, my role as lead digital designer spanned research, concept development, and multiple stakeholder iterations. In line with the museum’s focus on “many stories”, each video’s structure, relationships, and content were designed to be highly adaptable, supported by a consistent yet flexible system of visual and functional patterns.
Delivery and Outcomes
The digital platform now supports over one million annual visitors through a seamless, accessible experience across web and in-gallery touch points.
The video interface is deployed across dozens of screens throughout the five main galleries and delivers thousands of varied video experiences each week.
A cohesive design system was established that scales consistently across exhibitions, campaigns, and multiple museum locations. Alignment between marketing, CRM, and digital channels was strengthened, enabling more coordinated and effective visitor engagement.
The integrated platform increased ticketing and membership engagement by reducing friction across discovery and conversion touch points. The website operates as a central, reliable hub for visitor information, ticketing, and museum storytelling.
Other Case Studies
ANZ Gothic
→
Atmospheric Lab
→
