The National Gallery engaged with Un.titled for a completely new project on the Adobe Commerce platform in September 2021. Over the course of 10 months, we delivered a new ecommerce shop website through several stages of release.
Multiple integrations were critical to this project and the need to scale things efficiently. This included complex API integration to the National Gallery’s back-office systems, covering their Tessitura ticketing and CRM system for Single-Sign-On, Personalisation and Membership recognition. We also integrated Microsoft Dynamics NAV Enterprise Resource Planner (ERP) for managing core data, and Print-on-Demand (PoD) services via King & McGaw, which gives users the chance to select a print, frame, and size before purchasing and be able to visualise the print in a room for scale. Additionally, we integrated personalised product integration via AltaImage (Taopix).
The project started with a detailed discovery stage, which included workshops to define the measurement model, KPIs, Target Audiences and project scope.
An engaging UX phase saw us agree clear customer personas, content modelling and wireframing, before building out the site for launch. Testing was incorporated throughout, covering everything from direct user testing – using tools such as Usability Hub and Treejack – to user journeys and menu systems, labelling and layouts.
We then went on to integrate Microsoft D365 as a phase 2 deliverable.
Our digital marketing team created an in-depth State of the Nation report to help the client understand their marketing potential. This included the need to address pressing objectives like moving to a GA4 data model, which brings its own set of challenges.
The new National Gallery Shop went live in June 2022. With a modern ecommerce store with quality UX and design at their disposal, The National Gallery is better placed to sell products, prints and gifts to online visitors from around the world.