The first paintings in the National Gallery collection came from the financier and collector John Julius Angerstein. In 1823 the landscape painter and art collector, Sir George Beaumont (1753 – 1827), promised his collection of pictures to the nation, on the condition that suitable accommodation could be provided for their display and conservation.
National Gallery engaged with us for a completely new project on the Adobe Commerce platform in September 2021. Over the course of 10 months, we delivered a new website through several stages of release.
Multiple integrations were critical to this desire to scale efficiently. This included complex API integration to their back-office systems including their Tessitura ticketing and CRM system for Single-Sign-On, Personalisation and Membership recognition, Microsoft Dynamics NAV Enterprise Resource Planner (ERP) for managing core data, Print-on-Demand (PoD) services via King & McGaw (giving users the chance to select a print, frame, and size before purchasing and be able to visualise the print in a room for scale) and personalised product integration via AltaImage (Taopix).
The project started with a detailed discovery stage to include workshops to define the measurement model, KPIs, Target Audiences and project scope
An engaging UX phase saw us agree clear customer personas, content modelling and wireframing before building out the site for launch. Testing was incorporated throughout including direct user testing – using tools such as Usability Hub and Treejack – from user journeys and menu systems, labelling to layouts
We then went on to integrate Microsoft D365 as a phase 2 deliverable.
Our digital marketing team created an in-depth State of the Nation report to help the client understand their marketing potential. This included the need to address pressing objectives like moving to a GA4 data model which brings its own set of challenges
The new National Gallery Shop went live in June 2022. With a modern ecommerce store with quality UX and design at their disposal, The National Gallery is better placed to sell products, prints and gifts to online visitors from around the world.
We began by immersing ourselves in what is a national institution by spending time onsite learning everything we could about the business and of course admiring the amazing works of art
We worked with the National Gallery digital team through a series of in-depth discovery workshops, UI and content modelling, created wireframes and then worked these through to high fidelity designs
Persona development and using real life customers to do audience research and validation played a big part in shaping the site design and UX. This was something that the NG team was passionate about and this made a real difference
Using data to create a measurement model that determined what success looked like was key to staying on track. This included identifying key KPI’s and using their data to inform the overall design and functionality of the site
Daily stand-ups, weekly project meetings and monthly executive leadership updates all helped keep the project on track
As the business had many stakeholders it was also critical to understand who in the business was accountable for what decisions and tasks. A RACI project matrix and Risk register played a big part in managing all collaborations
Their digital marketing team had some strong resource in house that we were able to leverage meaning we could focus our time in the areas where we added the greatest value
Arts & Culture
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