Building a solid foundation for the World’s first public build art gallery.

Dulwich Picture Gallery and LEWIS have worked together since 2015 to maintain and create an online experience that is as wonderful as the real-life gallery experience.


Agency/client partnership, website migration, user research, digital/UX strategy, user interface design, UX design, front and backend development, Umbraco CMS Implementation, website maintenance, ecommerce and ticketing integration.

A website partnership.

We began working with Dulwich Picture Gallery in 2015 when we were recommended to them by National Museums Scotland. The first step in our partnership was to migrate the website from their existing supplier to the Azure hosting platform. Since then, we’ve created a more robust foundation for the website (things like Umbraco CMS upgrades, CRM integrations and code improvements) to make bigger developments more effective and efficient.

In late-2017, we began a site-wide UX improvement project covering:

  • The site structure and navigation

  • More effective website search

  • UX research and wireframing of all key page templates.

Into 2018 we will begin a project to update the key page templates wireframed in 2017:

  • Homepage

  • Exhibition and events.

 Alongside all of this, we worked with Dulwich Picture Gallery’s ticketing supplier to create a seamless user experience for customers buying tickets online.

“Working in tandem with an additional web company on the ticketing could have proved a challenge, but LEWIS have always been great to communicate, open to ideas, and quick to execute them, allowing us to deliver a great user experience on time.”

Marketing Manager

“I’ve really enjoyed working with LEWIS over the last 18 months. They’re always very accommodating to our (many!) design/UX suggestions but always sure to exercise their wealth of knowledge wherever necessary to keep us on track. We’ve recently updated our website’s navigation structure which additionally now forms a key part of our new ticketing site.”

Marketing Manager

So how did we get here?

We carried out a strategy and research piece on behalf of the client with the goal of understanding the business and customer goals. This included:

  • Competitor analysis: the website that are easy to use and recognised within their field, what is being done well and what can we learn from it?

  • Audience research: who are they and what are their expectations when transacting and interacting online?

  • SEO analysis: identify opportunities with URLs, page titles, meta data, page tags, image tags and site map XML.

  • Google Analytics review: devices, search terms, social traffic drivers and top content

  • Card sorting: How do the audience categorise content and are our naming conventions correct?

The strategy and research piece was translated into actionable insights that formed the design phase which began with creating low fidelity wireframes and rapid prototypes.

The navigation and search were progressed to build and we have a roadmap in place for 2018 to update the homepage, exhibitions and events pages and news pages and will be updating their online forms and customer comms process to comply with GDPR.

“We wanted to be ambitious and aim high - a completely different nav across all three device types, and LEWIS have completely delivered!”

Marketing Manager


Increase in visits to ‘What’s on’ pages.


Increase in organic search traffic.

1 minute

Reduced overall user dwell time.


Reduced bounce rate.

The results.

It may not sound like the most ground-breaking project but over the two years we have worked together, we have always been working towards this. The website infrastructure is strong and as a result we can build upon it, creating what feels like a brand new website for the user but at a lower and more phased costing approach to the client. In working this way we can carry out multiple projects in conjunction with one another which aligns to Dulwich Picture Gallery’s needs and maintains efficiencies in time, budget and turnaround times.

See the full picture by visiting the Dulwich website.

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