Canadian Museum for Human Rights

Extending a Museum’s reach well beyond its walls

Canadian Museum for Human Rights building
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Located in Winnipeg, Canada, The Canadian Museum for Human Rights is the world's only museum solely dedicated to the evolution, celebration and future of human rights. As an organization they strive to inspire a global dialogue around the many facets that make up human rights.

Challenge

Given the museum’s location, most people’s first interaction with the brand would be online. The museum’s website, therefore, would be the most visible expression of this audacious brand. The website must also encourage local, national and international travelers to visit the museum itself, encourage repeat visitation, and keep visitors engaged with the brand (online) after that visit has ended.
Canadian Museum for Human Rights logo
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Museum website
https://humanrights.ca
An overhead view of the elevated walkways within the Canadian Museum for Human Rights
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An overhead view of the interactive lights display within the Canadian Museum for Human Rights
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An exterior view of the glass facade of the Canadian Museum for Human Rights tower
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Insights

In order to reflect and feel like the award-winning museum space, the website needed to be wireframed, designed, and built to WCAG 2.0 AA accessibility standards and AAA, where possible. We wanted to take the constraints of accessible website design and turn it into the driving pillars behind the user experience and design system we created.
A design asset for the CMHR project showing 'Plan Your Visit' buttons
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A design asset for the CMHR project showing 'Plan Your Visit' buttons on a black background
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A design asset for the CMHR project showing 'Buy Tickets' buttons in a yellow ribbon style
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A design asset for the CMHR project showing a yellow swatch
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A design asset for the CMHR project showing a dark gray swatch
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A design asset for the CMHR project showing a red swatch
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A design asset for the CMHR project showing a light gray swatch
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A design asset for the CMHR project showing a warm gray swatch
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A screenshot of the homepage of the new Canadian Museum for Human Rights website
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Mobile phone frame
Mobile screenshot of the new Canadian Museum for Human Rights website showing the Visit page
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Mobile phone frame
Mobile screenshot of the new Canadian Museum for Human Rights website showing the address and map
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Solution

We began strategic planning and roll-out of an ambitious project to achieve the Digital Dialogic Initiative, drawing on design elements from the building’s architecture and exhibits, in order to create a seamless experience from the website to the physical museum and back.

We built the site with universal inclusion design principles at its core. These considerations were an integral part of the design process and were seen as inspiration for exceptional design rather than a hindrance or afterthought. This thinking enabled us to achieve AAA accessibility standards in some instances, in order to truly deliver on CMHR’s inclusion mandate.

A screenshot of a story page from the new Canadian Museum for Human Rights website titled 'One Woman's Resistance'
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85%
Increase in the stories engagement rate.

Results

80% of this ambitious vision was completed in under a year in the form of a dual language beta site. Since launch, we have seen improvement in content engagement from social shares. The new site achieves an average of 2.4 engagement rate on stories, an uplift of 1.1 from CMHR’s previous maximum engagement rate of 1.3 on stories.

Services

Technology

  • Technical Strategy
  • Front-end Development
  • Back-end Development
  • Drupal Customization
  • Systems Architecture
  • Quality Assurance
  • Dev-ops

Strategy

  • UX Strategy
  • Content Strategy
  • Information Architecture
  • User-flows
  • Design System Creation
  • Launch Plan

Design

  • UX Design
  • Art Direction
  • Creative Direction
  • Visual Design

Content

  • Copywriting
  • Image Selection

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