Triple Migration: Next.js, Sanity CMS and Tailwind CSS

Unifying a fragmented digital platform to reduce team friction

By late 2025, our digital platform was bottlenecking our organizational goals. We executed a parallel structural shift to solve this: Sanity CMS to open content publishing beyond our small product team, giving departments across the museum direct editorial ownership for the first time; Next.js to unify a fragmented frontend stack into a single environment; and Tailwind CSS to replace our in-house Sol system with something community-driven, standardized, and far easier for a small team to maintain.

Following organizational shifts, the Sanity CMS migration continues, but others were sunset. The Sol-to-Tailwind work I continued independently — see Sol to Tailwind: A Design System in Translation.

General Admission Ticketing

Streamlining the checkout experience

For years, the ticketing flow was driven by a white-label solution we had little control over. Members and non-members were routed into entirely separate flows from the first screen, causing unnecessary confusion and friction for visitors.

We redesigned the checkout funnel by collapsing five pages into three, smoothing out the checkout experience. Membership moved from a routing gate to a contextual prompt throughout the flow, surfaced when relevant. Bringing it in-house also meant we finally owned the experience end-to-end — UX decisions, analytics, A/B testing, and feature development were no longer constrained by what the white-label system allowed. Average time to checkout was reduced by over 50%. Revenue increased 4.5% in the first six months after launch.

MoMA Expansion Rebrand

Translating a physical expansion into a flexible digital system

When MoMA expanded in 2019, it committed to a “perpetual rehang” — rotating a third of its collection every six months, surfacing art that had sat in storage for years. The museum was transforming, physically and curatorially, and the website had to match both.

To match it, Doberman brought the new visual language, injecting bold typography and color into MoMA’s famously monochromatic palette. I translated their designs into flexible content and color systems in time for the reopening. Rob Giampietro (Director of Design) documented the process of the redesign in his AIGA Talk, “Designing a new MoMA”.

Additional Work