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Cast a digital reflection of the beauty, prestige and wonder of the state's most unique museum

The Ringling - Museum of Art The Ringling - Circus Museum The Ringling - Ca d Zan The Ringling - Homepage The Ringling - Asolo Theatre The Ringling - Art Library The Ringling - Bayfront Gardens


It was originally the winter home of John & Mable Ringling. Now The Ringling has evolved into the colossal State Art Museum of Florida, with 66 acres of botanical gardens, a world-class theatre, fine-art museum, circus museum and education center. With so many experiences housed at The Ringling attracting distinct types of visitors, the museum needed a digital experience that mirrored its personalities, captivated future visitors and offered unparalleled service.

Discovery Inspires Change From Within

The Ringling is comprised of six major elements, including the historical mansion, the museums, a theatre, and a conservation laboratory. Each holds separate customer experience needs, audience journeys, stakeholders, goals, and insights. It was critical that we understand all of these diverse audiences, their needs and emotions. Through a 3-month Discovery process with multi-department and individual department groups, we revealed the core of the The Ringling and created the inspiration of change within its teams. The insights learned through Discovery contributed to the museum’s rebrand efforts, offline customer experience and drove our digital experience strategy.

custom audience journeys diagram
Arial photograph of the museum
Man looks at exhibition in gallery
Ringling Circus Tent
Arial photograph of the Ca d Zan

Technology Generates Content Autonomy

Multiple departments had differing content needs, and this led us to create a drag and drop section through which the website could be updated autonomously. Each department has control to change the experience as and when needed. We created a complete user-friendly experience for the audience and for the Ringling.

Ringling stakeholder workshop conversation
Ringling stakeholder workshop presentation

Design Brings Forth Better Service

We worked with external teams to gain insight into the full capacity of The Ringling’s third-party ticketing systems, pushing it past all previous known functionality. then we integrated that functionality into the new digital experience through a seamless transition. From homepage to ticket purchase, The Ringling now offered a digital experience that was a reflection of the useful, versatile and beautiful museum itself.

Ringling website sketch
Ca d Zan wireframe
Wireframe drawing
Looking through printed wireframes
User Journey

Inspiring the Future of an Industry

The Ringling and atLarge are working together to drive the future of digital experiences in the museum industry. We continue to work toward new digital applications that will inspire, engage and captivate the next generation of Ringling visitors.

Ringling - homepage
Ringling - laptop
Ringling - mobile

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