A sizeable portion of the Rijksmuseums collection cannot be exhibited, which makes the website a perfect place for the collection to be broadly accessed. In order to achieve this ambition, the Rijksmuseums website has been improved in terms of design, content and technical infrastructure. The defining feature of the new design is the use of full-screen illustrations of artworks in the collection, which serve as navigation tools. These illustrations encourage visitors to keep clicking to uncover underlying information, and playfully reveal the collection and the cross-references between works on virtually every page. A crucial starting point in developing the new website was the ability to easily create lavish productions tailored to various target groups, for instance the interactive presentations for the exhibition Rijksmuseum, The Masterpieces.