What’s On
Context
The V&A runs an extensive programme of exhibitions and events across multiple sites. To support this, a multisite What’s On landing page was introduced in 2023 as the central entry point for visitors to browse upcoming shows.
However, the first implementation quickly ran into problems. The page attempted to load six months’ worth of events at once, resulting in server performance issues and a poor user experience. At the same time, major “blockbuster” exhibitions lacked prominence, meaning key events were being overlooked by visitors.
View website
* Recently deployed, updates ongoing.
Overview
Role
Product Designer (End to end UI/UX)
Company
V&A Museum
Duration
3 months
Team
1 Product Manager; 1 Product Designer (me); 2 Developers
Problem
Analytics and user research revealed that visitors struggled with the landing page.
Performance issues
01
The page loaded six months of events in a single request, creating server strain and slow load times.
Low visibility for exhibitions
02
Flagship exhibitions and events were buried in the feed, with little visual hierarchy to distinguish them.
Limited navigation
03
Filters and date ranges weren’t prominent enough, making it harder for users to scan or plan ahead.
Previous design
Process
Wireframing and Exploration
I explored different layout options to solve these issues and rebalance the page hierarchy, giving exhibitions stronger visual priority while still accommodating smaller events.
To manage scope and delivery, we divided the redesign into two phases:
MVP
The minimum viable product focused on performance and visibility. It introduced a ‘Load More’ button to reduce server strain and an exhibition carousel at the top of the page to highlight blockbusters. The carousel included a tabbing system, allowing users to switch between current and upcoming exhibitions.
Phase Two
Phase two expanded functionality with a refreshed Featured Events component and a new calendar with date-range selection, giving users more control over planning. An Exclusive for Members carousel was also introduced at the bottom of the page to highlight membership benefits and drive engagement.
Prototyping
I created high-fidelity prototypes in Figma for cross-team review, focusing on solving immediate user needs and performance issues. The version below represents the MVP, a first step that addressed constraints while laying the foundation for the final design.
Final design
The final design expanded the experience with richer functionality and clearer hierarchy:
- Exhibitions carousel with tabbing placed at the top of the page to give blockbuster events prominence, with tabs to switch between current and upcoming exhibitions.
- Refreshed Featured Events component gave mid-tier programming more visibility within the page hierarchy.
- Calendar with date-range selection enabled users to plan visits more flexibly beyond the default month view.
- Exclusive for Members carousel highlighted membership benefits at the bottom of the page, encouraging sign-ups and engagement.
Designs and specifications were delivered in Figma, with detailed guidance on event hierarchy, filtering, and server load behaviour to support a smooth development handoff.
View website
* Recently deployed, updates ongoing.
Outcome and impact
The redesigned What’s On page launched on 1 October 2025 as part of a phased deployment. While metrics are not yet available, the expected impact includes:
Improved performance
Reducing server strain with a lighter load structure.
Greater visibility
Blockbuster exhibitions surfaced through the carousel and given clear priority.
More flexibility
New calendar with date-range selection supports varied planning styles.
Stronger engagement
Members carousel highlights benefits and encourages sign-ups.
What’s On
Context
The V&A runs an extensive programme of exhibitions and events across multiple sites. To support this, a multisite What’s On landing page was introduced in 2023 as the central entry point for visitors to browse upcoming shows.
However, the first implementation quickly ran into problems. The page attempted to load six months’ worth of events at once, resulting in server performance issues and a poor user experience. At the same time, major “blockbuster” exhibitions lacked prominence, meaning key events were being overlooked by visitors.
View website
* Recently deployed, updates ongoing.
Overview
Role
Product Designer (End to end UI/UX)
Company
V&A Museum
Duration
3 months
Team
1 Product Manager; 1 Product Designer (me); 2 Developers
Problem
Analytics and user research revealed that visitors struggled with the landing page.
Performance issues
01
The page loaded six months of events in a single request, creating server strain and slow load times.
Low visibility for exhibitions
02
Flagship exhibitions and events were buried in the feed, with little visual hierarchy to distinguish them.
Limited navigation
03
Filters and date ranges weren’t prominent enough, making it harder for users to scan or plan ahead.
Previous design
Process
Wireframing and Exploration
I explored different layout options to solve these issues and rebalance the page hierarchy, giving exhibitions stronger visual priority while still accommodating smaller events.
To manage scope and delivery, we divided the redesign into two phases:
MVP
The minimum viable product focused on performance and visibility. It introduced a ‘Load More’ button to reduce server strain and an exhibition carousel at the top of the page to highlight blockbusters. The carousel included a tabbing system, allowing users to switch between current and upcoming exhibitions.
Phase Two
Phase two expanded functionality with a refreshed Featured Events component and a new calendar with date-range selection, giving users more control over planning. An Exclusive for Members carousel was also introduced at the bottom of the page to highlight membership benefits and drive engagement.
Prototyping
I created high-fidelity prototypes in Figma for cross-team review, focusing on solving immediate user needs and performance issues. The version below represents the MVP, a first step that addressed constraints while laying the foundation for the final design.
Final design
The final design expanded the experience with richer functionality and clearer hierarchy:
- Exhibitions carousel with tabbing placed at the top of the page to give blockbuster events prominence, with tabs to switch between current and upcoming exhibitions.
- Refreshed Featured Events component gave mid-tier programming more visibility within the page hierarchy.
- Calendar with date-range selection enabled users to plan visits more flexibly beyond the default month view.
- Exclusive for Members carousel highlighted membership benefits at the bottom of the page, encouraging sign-ups and engagement.
Designs and specifications were delivered in Figma, with detailed guidance on event hierarchy, filtering, and server load behaviour to support a smooth development handoff.
View website
* Recently deployed, updates ongoing.
Outcome and impact
The redesigned What’s On page launched on 1 October 2025 as part of a phased deployment. While metrics are not yet available, the expected impact includes:
Improved performance
Reducing server strain with a lighter load structure.
Greater visibility
Blockbuster exhibitions surfaced through the carousel and given clear priority.
More flexibility
New calendar with date-range selection supports varied planning styles.
Stronger engagement
Members carousel highlights benefits and encourages sign-ups.
What’s On
Context
The V&A runs an extensive programme of exhibitions and events across multiple sites. To support this, a multisite What’s On landing page was introduced in 2023 as the central entry point for visitors to browse upcoming shows.
However, the first implementation quickly ran into problems. The page attempted to load six months’ worth of events at once, resulting in server performance issues and a poor user experience. At the same time, major “blockbuster” exhibitions lacked prominence, meaning key events were being overlooked by visitors.
View website
* Recently deployed, updates ongoing.
Overview
Role
Product Designer (End to end UI/UX)
Company
V&A Museum
Duration
3 months
Team
1 Product Manager; 1 Product Designer (me); 2 Developers
Problem
Analytics and user research revealed that visitors struggled with the landing page.
Performance issues
01
The page loaded six months of events in a single request, creating server strain and slow load times.
Low visibility for exhibitions
02
Flagship exhibitions and events were buried in the feed, with little visual hierarchy to distinguish them.
Limited navigation
03
Filters and date ranges weren’t prominent enough, making it harder for users to scan or plan ahead.
Previous design
Process
Wireframing and Exploration
I explored different layout options to solve these issues and rebalance the page hierarchy, giving exhibitions stronger visual priority while still accommodating smaller events.
To manage scope and delivery, we divided the redesign into two phases:
MVP
The minimum viable product focused on performance and visibility. It introduced a ‘Load More’ button to reduce server strain and an exhibition carousel at the top of the page to highlight blockbusters. The carousel included a tabbing system, allowing users to switch between current and upcoming exhibitions.
Phase Two
Phase two expanded functionality with a refreshed Featured Events component and a new calendar with date-range selection, giving users more control over planning. An Exclusive for Members carousel was also introduced at the bottom of the page to highlight membership benefits and drive engagement.
Prototyping
I created high-fidelity prototypes in Figma for cross-team review, focusing on solving immediate user needs and performance issues. The version below represents the MVP, a first step that addressed constraints while laying the foundation for the final design.
Final design
The final design expanded the experience with richer functionality and clearer hierarchy:
- Exhibitions carousel with tabbing placed at the top of the page to give blockbuster events prominence, with tabs to switch between current and upcoming exhibitions.
- Refreshed Featured Events component gave mid-tier programming more visibility within the page hierarchy.
- Calendar with date-range selection enabled users to plan visits more flexibly beyond the default month view.
- Exclusive for Members carousel highlighted membership benefits at the bottom of the page, encouraging sign-ups and engagement.
Designs and specifications were delivered in Figma, with detailed guidance on event hierarchy, filtering, and server load behaviour to support a smooth development handoff.
View website
* Recently deployed, updates ongoing.
Outcome and impact
The redesigned What’s On page launched on 1 October 2025 as part of a phased deployment. While metrics are not yet available, the expected impact includes:
Improved performance
Reducing server strain with a lighter load structure.
Greater visibility
Blockbuster exhibitions surfaced through the carousel and given clear priority.
More flexibility
New calendar with date-range selection supports varied planning styles.
Stronger engagement
Members carousel highlights benefits and encourages sign-ups.