Skip to main content
Royal Observatory

Royal Museums Greenwich

Four distinct venues, one unique online visitor experience

The challenge

Royal Museums Greenwich  (RMG) is a top 10 UK visitor attraction comprised of a group of world-class museums, all located within a UNESCO World Heritage Site: the National Maritime Museum, the Royal Observatory Greenwich, the Peter Harrison Planetarium, the Queen’s House, and Cutty Sark.

Royal Museums Greenwich needed to transform their website into a high-impact compelling experience that would inspire people to visit, drive income generation and deepen audience engagement with their specialist themes: the sea and ships, astronomy and time and visual arts. Their site had become outdated, there were issues with user experience, user satisfaction and accessibility due to the current information architecture non-responsive nature of the site.


The solution

Axis12 delivered a complete transformation for RMG which has seen rapidly increasing commercial activity including ticket and shop sales. After a new brand update, intensive usability testing and a new design, Axis12 went to work on the migration work. We were tasked with integrating five separate systems with the new site, including their shop, collections and prints database. Beyond importing all this information, we implemented "related items" to content throughout the site. So for example, an article about Nelson, wil also surface related collection items, prints and merchandise below the article.

We were privileged enough to work with a client that wanted a bold and innovative look and feel, pushing the boundaries of user experience and innovation. We added a mobile first menu across all devices, large images on every page and tile based layout on key landing pages. The site was launched in November 2015.

RMG website

The website


Get in touch

Got a similar project? Contact Us to discover how our team can help you.