Rebuilding

MOPOP's

Digital Front Door

When my time at MOPOP began, the website was a perfect example of what happens when digital presence grows without a plan. Years of "just add this one thing" updates had created a confusing user experience. The homepage was cluttered with lots of messages but somehow still missed showcasing what makes MOPOP special. Exhibition pages that should convert interest into ticket sales lacked impact.

Meanwhile, an aging CMS was creating speed and integration issues, adding technical urgency to an already pressing brand challenge.

The contrast from the museum to the website was stark. Visitors to Seattle Center encountered Frank O. Gehry's breathtaking architecture—a structure that communicates innovation and creative exploration. But our digital front door told a completely different story.

Instead of drawing people in, the website had become an obstacle between potential visitors and the experiences waiting inside, directly hurting ticket sales, membership signups, and our ability to reach digital-first audiences.

The Old MOPOP Website | December 2022

Solution
Where Code Meets Culture

We launched the new MOPOP.org in September 2024.

Sometimes you build something beautiful and hope it works. Sometimes you build something that works and hope it's beautiful. This time? We got both, and the data proved it. Our digital front door went from "meh" to "wow"—and visitors noticed immediately. The website finally became what it should have been all along: an extension of the MOPOP experience, not a barrier to it.

The feedback from post-launch surveys was exactly what we'd hoped for. Visitors told us

  • they could "actually see what I'll experience instead of just dates and times"

  • "clearer ticket options made it easy to figure out what we needed for our group”

  • one simply expressed relief at "finally being able to purchase tickets easily”

The user feedback confirmed we were on the right track, but the numbers told the complete story. We saw dramatic improvements across every metric that mattered, and those gains kept growing.

Find more about the performance and process below, but first… the new MOPOP.org:

By the Numbers
A Digital Experience that Converts

Conversion Performance

  • Achieved an 89.16% increase in conversion rate—from 2.03% to 3.84% over a 6-month post-launch period (year-over-year)

  • Special exhibition conversions soared with 50% of web ticket buyers adding Keith Haring exhibition tickets (compared to 24% onsite and 18% at kiosks)

Search & Discovery

  • Average Search CTR nearly doubled from 2.7% to 5.20%—a 93% increase that reflected improved site navigation and content relevance

  • Time spent on exhibition pages increased by 42%, indicating deeper engagement with our core offerings

Brand Experience

  • Implemented a cohesive design system creating visual consistency across all pages

  • Integrated all-new photography and videography that captured the MOPOP experience

  • Created an accessible digital platform that echoed the museum's commitment to inclusion, with WCAG AA compliance

Process
Strategic Planning Meets
Creative Execution

I led the comprehensive 10-month transformation that balanced brand evolution, technical requirements, and user-centered design. The process began with strategic RFPs and extensive stakeholder research to understand what wasn't working and why.

Three non-negotiables kept us focused: on time, on budget, and absolutely gorgeous. Every decision was filtered through this lens.

    • Developed and managed RFPs for design partners, technical copywriters, photographers, and videographers, creating detailed requirements documents that articulated both technical needs and brand vision

    • Conducted digital surveys and listening tours with multiple stakeholder groups—members, visitors, and internal MOPOP teams—synthesizing diverse feedback into actionable design principles

    • Established clear partner selection criteria focused on:

      • Modern technology implementation that would support future scalability

      • Accessibility-first design principles to ensure inclusivity for all visitors

      • Ability to translate the new brand identity into a compelling digital experience

    • Created a collaborative vendor assessment framework that involved key stakeholders while maintaining decision momentum

    • Developed detailed project timeline and budget allocation across all phases to ensure accountability

    • Utilizing the findings from the survey and listening tour, we created a comprehensive content audit of the existing site, identifying gaps, redundancies, and opportunities for improvement

    • Created a new information architecture that prioritized user journeys toward key conversion points: ticket purchases, membership signups, and visitor information

    • Partnered on the creation of all-new photography and video assets that captured the energy of the museum experience

    • Collaborated with copywriters to develop a consistent voice and tone that balanced MOPOP's brand with clear calls-to-action and SEO best practices

    • Oversaw development of a signature hero video that showcased the museum's most compelling experiences

    • Implemented a modular content strategy that allowed for efficient updates during exhibitions and events

    • Partnered with IT to develop technical requirements that balanced marketing needs with security and performance considerations

    • Led the evaluation and selection of a new CMS platform that would provide both flexibility for marketers and robust technical foundation

    • Developed a phased data migration plan to ensure no content or analytics were lost during transition

    • Implemented testing protocols across devices and user scenarios, prioritizing mobile experience

    • Created custom analytics dashboards to track KPIs aligned with business objectives

    • Directed the design of the backend architecture to support marketing agility and ongoing conversion optimization

    • Facilitated regular technical review meetings to address challenges proactively rather than reactively

    • Developed a comprehensive pre-launch checklist covering technical, content, and marketing requirements

    • Created a staged rollout strategy with internal preview and public launch phases

    • Established post-launch monitoring protocols to quickly identify and address any issues

    • Conducted user testing with visitors to gather qualitative feedback on the new experience

    • Facilitated comprehensive training for internal teams on the new CMS and content management processes

    • Created a 90-day post-launch optimization plan to capitalize on early learnings and refine the user experience

My Role

The project demanded balancing technical expertise, creative direction, and strategic business thinking. I served as both the big-picture strategist and detail-oriented project manager, keeping our team focused on what mattered most while addressing the inevitable challenges that come with complex digital projects.

  • Led the project from initial concept through execution to successful launch, securing executive buy-in and budget approval

  • Served as the bridge between technical, creative, and business teams, ensuring everyone stayed aligned with our goals

  • Championed user experience design focused on conversion optimization, conducting usability testing with actual visitors

  • Managed timeline and budget across a 10-month project lifecycle, staying ahead of potential roadblocks

  • Built and coached a cross-departmental working group, bringing together expertise from across the organization

Partners

  • BSTUDIO

    ‍Brian Matzat // BSTUDIO is a digital creative collective specialising in UI, UX, and web development.

  • IRIS Worldwide

    Matt Reyes // Associate Creative Director, Photography and Videography.

Next

MOPOP Maycation > Washington Resident Campaign