The National Museum of Australia is seeking to implement a new Digital Experience Platform (DXP) to enable a single digital ecosystem across multiple websites and digital products. Our current digital infrastructure presents siloed content management systems, inefficient digital asset management, and simplistic analytics.

We require a solution that can serve our main website, online shop (Shopify), interactive experiences in the museum, and various other digital touchpoints through a unified content management approach. We are exploring headless and hybrid CMS architectures, depending on which approach best addresses our needs.

The aim is to implement a modern content management capability which will connect museum experiences for visitors, to create engaging and personalised interactions both online and on-premises. A new CMS/DXP ecosystem aims to enable consistent branding and content delivery across all National Museum of Australia’s digital products while enabling efficient workflows.

1. Visitors and Online Users:

• Consistent experiences across all digital touchpoints
• Seamless transition between physical and digital museum experiences
• Accessible content for users of all abilities
• Responsive design ensuring content displays properly across all devices
• Potential for in-gallery interactive displays and kiosks and integration linking physical and digital experiences

2. Content Creators and Editors:

• Content authoring tools with flexible page templating
• Workflow management for content creation, review, approval, and publication
• Digital asset management with robust organisation and metadata management
• Ability to create and manage content for multiple sites and channels from a single interface

3. Digital Experience Team:

• Tools for audience segmentation and personalisation
• Analytics integration to track user journeys
• A/B testing capabilities for optimising content
• API access to marketing automation tools

Work already done

Technical/business constraints

The solution must allow for integration with our existing:

• Collection management system (EMU)
• E-commerce system (Shopify)
• Tessitura (CRM, ticketing platform)
• Wordfly (email marketing platform)
• Analytics tools

The solution must support:

• WCAG 2.2 AA accessibility standards
• Australian privacy and data protection regulations
• Multi-site management with centralised governance