With sprightly animations and sleek typography, the Design Museum in London’s website redesign has attracted new attention to the fifteen-year-old institution. The homepage offers scroll-activated features on current happenings, such as exhibits, tours with designers-in-residence and museum store sales—powered online by Shopify. The site’s hierarchy keeps the average user in mind, highlighting information on visiting the museum at the beginning of the user experience. A simple and discrete menu button keeps users oriented, as well as four common links displayed at the bottom of the page. To simplify the design, the site focuses on photography, video and yellow-highlighted typography that adds a sense of urgency. Bundled Javascript and CSS files decrease bandwidth usage. In all, design firm Fabrique and developers Q42 took five months of collaborating with stakeholders, including the museum’s shopkeepers, education department staffers, content producers and, of course, curators. The new website received plenty of excitement on social media, including this glowing comment on Twitter: “It’s setting a new benchmark in museum website design.”