London Museum Shop

As part of the London Museum’s wider rebrand and digital transformation, the team needed a refreshed online shop that felt aligned with the new visual identity and offered a smoother, more intuitive shopping experience. I was responsible for the end-to-end design and front-end implementation, as well as integrating the final build into Shopify.

Working closely with the museum’s digital and retail teams, I created a modern interface that balanced brand expression with practical retail considerations. The focus was on clarity, browseability, and mobile-first usability—ensuring visitors could easily discover products, move between categories, and check out with minimal friction.

Once the design direction was approved, I developed a bespoke Shopify theme built around reusable, component-driven front-end code. This included product templates, collection layouts, navigation patterns, promotional modules, and custom blocks the team could manage independently.

Design & Front-end Implementation

Key areas of the work included:

• Designing the full user experience, from homepage to checkout
• Crafting a visual system that aligns with the London Museum brand while remaining retail-friendly
• Building performant, accessible, responsive front-end components
• Creating modular templates to give the museum flexibility in how products and collections are presented
• Optimising image handling, typography, and spacing for clarity and speed

Shopify Integration

We implemented the full design and front-end build within Shopify, including:

• A custom theme tailored to the museum’s content needs
• Dynamic product and collection templates using Shopify’s Liquid framework
• Configurable content blocks and settings for easy editing
• Integration with the museum’s product catalogue, fulfilment workflows, and promotional tools
• Setup to ensure the shop can grow with future ranges and seasonal campaigns

Outcome

The new London Museum Shop offers a streamlined, modern shopping experience that reflects the museum’s identity and supports its commercial goals. The component-based theme gives the digital and retail teams a flexible platform for managing products and campaigns, while the Shopify implementation provides a reliable, scalable foundation.