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The British Museum Case Study

Located on Great Russell Street in central London, The British Museum was the world’s first national public museum. 

The museum’s collection brings together the cultures of the world, spanning continents and oceans. The British Museum currently holds close to 8 million works and is one of the largest of its kind on the planet.

"Williams Commerce is a great web agency with a team of knowledgeable professionals who have been incredibly helpful throughout our partnership. Their commitment to providing excellent account support is outstanding, and we are grateful for their continued dedication to our success”- Tom Costello, Head of Commercial Income"

Digital Transformation

Support Desk

80% Increase


British Museum is in the top 3 most visited museums in the world.

The museum operates an online shop that features around 4,000 products. This includes everything from replicas of pieces within the museum’s collection, through to jewellery, books, prints and homeware. 

However, The British Museum was using a solution for their online store that was unstable, performing poorly and running on an outdated version of Adobe Commerce Cloud. This solution was overseen by another agency.

“The whole retail site needed to be turned around and the solution needed to be shored up before we could then look to develop things from there.” – Richard Rose, Project Manager, Un.titled.

ced below for those interested. Sections 1.10.32 and 1.10.33 from “de Finibus Bonorum et Malorum” by Cicero are also reproduced in their exact original form, accompanied by English versions from the 1914 translation by H. Rackham

British museum Case Study


We started by undertaking a detailed site audit. This helped outline a recovery plan using immediate triage and ongoing support for The British Museum Shop team.   

We then established a priority support desk with a solid Service Level Agreement to assist The British Museum Shop team. This team focused on an immediate set of development sprints to shore up the solution that The British Museum Shop had been running on previously.

A series of upgrades were then completed to bring the shop onto a version of the Adobe Commerce Cloud platform that was properly supported. This also helped address several other development issues.

Once the solution had been properly stabilised, our team collaborated with the museum’s retail team to develop a digital roadmap. The British Museum Shop’s team is small, so Un.titled acted as an outsourced extension of the ecommerce team for the client. 

The creation of the roadmap included the running of a discovery project. This saw us complete an in-depth audit on mobile performance, an accessibility audit, and consequently manage an extensive set of changes across the retail site. 

Our work covered: 

  • Initial scoping
  • Detailed auditing and reporting
  • Relevant UX and design work 
  • Custom and configuration changes
  • Testing and deployment
  • Bedding-in and re-auditing


This work was all overseen by a dedicated account manager from the Un.titled team, and included input from the relevant Un.titled team members. Regular updates and progress meetings were also held with the relevant client team members.

We have brought a level of thought leadership and knowledge to the table, while managing expectations and being methodical and measured in our approach. This has enabled us to forge a positive and collaborative relationship with the client.


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  • We successfully stabilised The British Museum Shop site and remove security risks, before collaboratively crafting a digital roadmap that has brought about a host of benefits for the client.
  • Providing a strong support desk that can spring into action when they had an issue was also important. When an issue did arise from the instability, we jumped on things quickly to minimise any impact. 
  • Finally, ensuring we always looped back to their objectives and key performance indicators has also been key.
  • 80% increase in users achieved between 2019 and 2022
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