By focusing on Tate Online as an example, this paper will explore the range of online developments appropriate to the museum sector at this time. A significant re-design for Tate Online is planned for 2004-5. This will be the third iteration of the Tate website and will provide the information architecture that will house Tate’s public-facing digital activities for several years to come. This paper will present some of the conclusions we have reached internally with respect to what the appropriate direction is for Tate Online in 2004, as well as the methods we have employed to reach these conclusions. It will examine how the Tate website continues to evolve, its position and role within the organization, and suggest the type of content and experience it is likely to are likely to provide in the mid-term future.