I had the opportunity to work directly with the Natural History Museum on refreshing their online store, nhmshop.co.uk—bringing it up to modern standards in both performance and user experience.
For me, this wasn’t just about a redesign. It was about creating a faster, more intuitive shopping experience that properly reflects the quality and depth of the museum itself.
Built for Performance with Hyvä
I rebuilt the front end using the Hyvä theme for Magento. It’s a straightforward choice when performance matters—lightweight, flexible, and designed to deliver speed without unnecessary complexity.
The result is a noticeably faster site that feels responsive across all devices, particularly on mobile where performance really counts.
Working as One Team
This was a proper collaboration.
I worked closely with the museum’s in-house UX designers and copywriters to make sure design, content, and technology all aligned. The focus was on creating something visually engaging, but also simple and easy to use.
What I Delivered
Clearer Navigation, Better Discovery
I simplified the site structure so visitors can easily explore the full range of products—from educational materials to unique gifts inspired by the museum’s collections.
Dynamic Product Pages
I built flexible product page templates that allow for richer content, stronger imagery, and a clearer path to purchase.
Speed & Mobile Optimisation
Performance was a priority from day one. I made sure the site is fast, responsive, and works seamlessly across devices—delivering a smooth experience whether users are on desktop or mobile.
Seamless System Integration
Behind the scenes, I integrated the store with the museum’s inventory and payment systems. This reduced friction, improved efficiency, and made day-to-day operations easier for their internal team.
The Outcome
What we ended up with is a clean, modern eCommerce experience that feels effortless to use and properly represents the Natural History Museum brand.
This is exactly what I focus on at Pink Digital—building platforms that don’t just look good, but actually work, perform, and support long-term growth.
If your eCommerce platform isn’t delivering where it should—performance, UX, or scalability—I can help you fix that.
Let’s build it properly.