V&A
WEB PROJECTS MANAGER 1999—2000
DIGITAL TRANSFORMATION
Context
At the turn of the millennium, UK museums were under increasing scrutiny to demonstrate measurable audience growth, including digital reach, in order to justify continued public funding.
The V&A required a comprehensive digital transformation to reposition itself for new and more diverse audiences, moving beyond a traditional collections-first presentation model.
I joined following work in new media at the Institute of Contemporary Arts, bringing early digital strategy and interactive design experience into a major national cultural institution.
Problem
The existing website functioned primarily as a static information repository aimed at established museum audiences.
Strategic objectives required:
Expanding appeal to younger and more diverse audiences
Increasing virtual visitor engagement
Reframing collections as accessible cultural experiences
Integrating an enterprise CMS infrastructure for sustainable content management
This required not only a visual refresh, but a structural and conceptual shift in how the museum presented itself digitally.
My Role
As Web Projects Manager, I:
Led the strategic redesign of the V&A’s public website
Managed external design and development agency (Oyster Partners)
Oversaw integration of Mediasurface CMS (Sun/Java infrastructure)
Coordinated cross-department collaboration with curatorial, editorial and technical teams
Defined new digital content structures aligned with audience growth objectives.
APPROACH
1. Audience Repositioning
Shifted the digital framing from archive-led presentation to immersive thematic pathways (e.g. India, Japan, Ceramics, Antiquity), positioning the museum as a living cultural environment rather than a static collection database.
2. Structural & Visual Modernisation
Implemented a bold visual identity and interactive architecture designed to signal digital ambition and contemporary relevance during an early stage of web maturity.
While Flash-based components were used, the underlying transformation was strategic rather than purely aesthetic.
3. CMS & Governance
Oversaw integration of Mediasurface CMS to enable scalable content publishing, establishing early governance structures for digital asset management within a major public institution.
Outcome
Delivered a high-profile digital relaunch positioning the V&A as digitally progressive
Contributed to measurable growth in virtual visitor engagement
Established foundational digital architecture influencing subsequent V&A online development
Earned industry recognition (BIMA and C&DG awards).
This project represented an early example of digital transformation within a national cultural institution, aligning audience strategy, technical infrastructure and brand evolution.