MONA
MONA
Museum of Old and New Art (MONA) is one of Australia’s most distinctive cultural institutions, attracting visitors from around the world. The existing website needed to better support how visitors plan their trips, explore exhibitions, and purchase tickets — particularly the unique journey of travelling to the museum by ferry from Hobart.
This project focused on redesigning the website to create a clearer, more engaging digital experience that reflects MONA’s bold brand while simplifying key visitor journeys. A major challenge was improving the booking experience, including designing a combined ferry and museum ticket flow that helps visitors plan their visit more easily.
Museum of Old and New Art (MONA) is one of Australia’s most distinctive cultural institutions, attracting visitors from around the world. The existing website needed to better support how visitors plan their trips, explore exhibitions, and purchase tickets — particularly the unique journey of travelling to the museum by ferry from Hobart.
This project focused on redesigning the website to create a clearer, more engaging digital experience that reflects MONA’s bold brand while simplifying key visitor journeys. A major challenge was improving the booking experience, including designing a combined ferry and museum ticket flow that helps visitors plan their visit more easily.
Role
UXUI Designer
Year
2023/24
Agency
Inhouse
Website
Visit
Home page
My role
I was the lead designer on the MONA website redesign, responsible for shaping the visual design and user experience across key journeys. I facilitated stakeholder workshops to align business and visitor needs, conducted guerrilla usability testing to validate design decisions, and led the creation of a cohesive visual system for the site. A key focus of my role was simplifying complex booking flows, including designing a combined ferry and museum ticket experience that streamlined how visitors plan their trip to the museum.
Collaborators
Working with project managers, creative director and developrers
Home page
My role
I was the lead designer on the MONA website redesign, responsible for shaping the visual design and user experience across key journeys. I facilitated stakeholder workshops to align business and visitor needs, conducted guerrilla usability testing to validate design decisions, and led the creation of a cohesive visual system for the site. A key focus of my role was simplifying complex booking flows, including designing a combined ferry and museum ticket experience that streamlined how visitors plan their trip to the museum.
Collaborators
Working with project managers, creative director and developrers
Home page
My role
I was the lead designer on the MONA website redesign, responsible for shaping the visual design and user experience across key journeys. I facilitated stakeholder workshops to align business and visitor needs, conducted guerrilla usability testing to validate design decisions, and led the creation of a cohesive visual system for the site. A key focus of my role was simplifying complex booking flows, including designing a combined ferry and museum ticket experience that streamlined how visitors plan their trip to the museum.
Collaborators
Working with project managers, creative director and developrers
Home page
My role
I was the lead designer on the MONA website redesign, responsible for shaping the visual design and user experience across key journeys. I facilitated stakeholder workshops to align business and visitor needs, conducted guerrilla usability testing to validate design decisions, and led the creation of a cohesive visual system for the site. A key focus of my role was simplifying complex booking flows, including designing a combined ferry and museum ticket experience that streamlined how visitors plan their trip to the museum.
Collaborators
Working with project managers, creative director and developrers
Home page
My role
I was the lead designer on the MONA website redesign, responsible for shaping the visual design and user experience across key journeys. I facilitated stakeholder workshops to align business and visitor needs, conducted guerrilla usability testing to validate design decisions, and led the creation of a cohesive visual system for the site. A key focus of my role was simplifying complex booking flows, including designing a combined ferry and museum ticket experience that streamlined how visitors plan their trip to the museum.
Collaborators
Working with project managers, creative director and developrers
Museum entry and Ferry combined booking flow
Booking flow
Booking flow
MONA was designed to be entered via a ferry that picks passengers from the Hobart port. The challenge was that museum entry and ferry transport follow different pricing rules. But the outcome of a combined flow resulted in more efficient experience for the user and the business benefit was increased ferry purchases and upsells.
The old site had a seperate booking site for all the bookable experiences. The new site all bookings were integrated on the main site.
MONA was designed to be entered via a ferry that picks passengers from the Hobart port. The challenge was that museum entry and ferry transport follow different pricing rules. But the outcome of a combined flow resulted in more efficient experience for the user and the business benefit was increased ferry purchases and upsells.
The old site had a seperate booking site for all the bookable experiences. The new site all bookings were integrated on the main site.
Home page
Home page index
Home page index
The homepage index was designed to surface experiences through a discovery-driven browsing model.
The homepage uses an “index” structure inspired by early printed catalogues and the Gutenberg Bible . This allows MONA to present art, experiences, and inside jokes in a non-linear way that reflects the museum’s playful and exploratory identity.
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.
The homepage index was designed to surface experiences through a discovery-driven browsing model.
The homepage uses an “index” structure inspired by early printed catalogues and the Gutenberg Bible . This allows MONA to present art, experiences, and inside jokes in a non-linear way that reflects the museum’s playful and exploratory identity.
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.
MONA, Art and Music
Home page index
Home page index
The homepage index was designed to surface experiences through a discovery-driven browsing model.
The homepage uses an “index” structure inspired by early printed catalogues and the Gutenberg Bible . This allows MONA to present art, experiences, and inside jokes in a non-linear way that reflects the museum’s playful and exploratory identity.
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.
The homepage index was designed to surface experiences through a discovery-driven browsing model.
The homepage uses an “index” structure inspired by early printed catalogues and the Gutenberg Bible . This allows MONA to present art, experiences, and inside jokes in a non-linear way that reflects the museum’s playful and exploratory identity.
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.
MONA, Art and Music
Results
Results
• Post‑launch research showed a 30% higher completion rate in the new booking flow
• Simplified booking journey and increased ferry bookings by 35%
• Increase in upsell experiences by 25%
• increased visibility of exhibitions and events
• Post‑launch research showed a 30% higher completion rate in the new booking flow
• Simplified booking journey and increased ferry bookings by 35%
• Increase in upsell experiences by 25%
• increased visibility of exhibitions and events
Linked In
pjcalh@gmail.com
2026