Overview
Museums Galleries Scotland is the national development body supporting museums and galleries across Scotland. Their platform serves a broad audience, from sector professionals to the general public, and houses a large and varied body of content.
I worked as part of the team at Primate to rethink the site’s information architecture and user experience, with a focus on making that content more accessible, navigable, and intuitive to explore.
The Challenge
The existing site had grown organically over time, resulting in a complex and often unclear structure. Users struggled to confidently navigate the breadth of content, with key information difficult to locate and pathways feeling inconsistent.
The challenge was not simply to reorganise content, but to create a structure that reflected how different audiences think, search, and move through the site. This meant balancing the needs of sector specialists with those of more general users, while reducing cognitive load across the experience.
Approach
Working within Primate, I led the UX research and information architecture.
Research & Validation
I planned and facilitated a series of focus groups with representative users to understand how they interpreted the existing structure, what they expected to find, and how they naturally grouped content.
These sessions informed early thinking around navigation models and terminology. We then conducted usability testing with the same audience, exploring specific navigation labels, testing clarity, and identifying points of friction in how users located information.
A key insight was the pressure placed on navigation labels alone. In response, I introduced short supporting descriptions alongside primary navigation items, helping to clarify intent and reduce ambiguity without adding unnecessary complexity.
Information Architecture & Wireframing
Building on these insights, I developed the revised information architecture and site structure, designed to better align with user expectations and mental models.
I then translated this into wireframes, focusing on clear hierarchy, consistent patterns, and straightforward pathways through the content.
Design & Build
While I led on UX and structure, I worked closely with the design and development team at Primate. The interface prioritised readability and accessibility, and the build was implemented to meet accessibility standards.
Outcome
The result is a clearer, more intuitive platform that allows users to navigate a complex body of content with greater confidence.
The revised structure reduces friction across key journeys, improves content discoverability, and provides a more inclusive experience for a diverse audience. It also establishes a more robust foundation for future growth, allowing the organisation to expand its content without reintroducing complexity.
Credits
Client: Museums Galleries Scotland
Agency: Primate