2023
Inhouse studio
Website, Tourism, Arts
Lead UXUI designer
The existing website no longer reflected MONA’s evolving identity or the full breadth of its brands and experiences.
Our goals were to:
1. Redefine the information architecture: Create a structure that clearly presents MONA’s diverse offerings, while making essential information easy to find.
2. Simplify the booking flow: Encourage users to discover, interact with, and seamlessly book their MONA experience—including a combined museum entry and ferry booking flow that reduces friction and improves conversion.
3. Add edge and mystery: Inject just enough intrigue to spark curiosity—without leaving users lost in the maze.
4. Craft a bold visual identity: Design a unique and unmistakably MONA digital experience that feels as provocative, playful, and unexpected as the museum itself.
A poly hierarchy was the best approach to organise and present the diverse offerings at MONA in a clear and concise way, promoting discoverability and findability. By grouping related content into categories and subcategories, visitors can easily find what they are looking for, leading to a better user experience.
MONA was designed to be entered via a ferry that picks passengers from the Hobart port. The tricky part is that a combined booking flow there are different fair rules for museum entry and the ferry. For a start Tasmanians museum entry is free, but not the ferry.
However the thinking was if a visitor makes one purchase with the museum and ferry included they are more likely to purchase an up sell like a wine tasting or booking lunch at the The Source.
The old site had a seperate booking site for all the bookable expereices. The new site all bookings where intergrated on the main site.
With the combined ferry and museum entry, we felt there was more room for a potential up sell, a wine tasting offers a inexpensive unique experience to the visitors day at MONA and Moorilla estate.
The homepage concept was designed as a "MONA Index," drawing inspiration from the Gutenberg Bible and the earliest Western printing press. This extensive index can be filtered to showcase MONA-related pop-up items ranging from Marina Abramović to Toby Ziegler, with playful additions like Bloody Marys and beer in between.
Some entries link to bookable experiences and items in the MONA shop, allowing the curatorial team to share unique descriptions of featured artists and artworks.
The page is infused with "MONA-isms" and inside jokes, often poking fun at David Walsh himself. Users can open multiple pop-ups, diving deep into the quirky and eclectic world of MONA.
The typography cleverly blends serif and sans-serif fonts, juxtaposing the old and new. To add a final touch, the design includes rotating GIFs of pornographic blackletter typefaces. For a closer look, explore the MONA Index in action and get lost in its whimsical rabbit hole.
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The saved feature allows the user to build a day at MONA, add a note and share it with travel companions. All without the stress of adding to cart with a timer ticking.
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