The notion of relevance is often used as a concept to be considered for making a museum matter to its visitors. The term, however, is rarely operationalized for use by designers, practitioners, or scientists in their work on museum experiences. We propose an integrated framework for designing relevant museum experiences, in which we distinguish between four stages of seeding and growing relevance in new audiences, called “trigger”, “engage”, “consolidate” and “relate“. The framework proposes to see designing for relevance as developing ways of integrating meaning-making, play and acceptable visitor effort across all these stages. It is intended to provide sensitizing concepts for use in further research on designing for relevance, as well as in design-related activities such as crafting requirements for new museum experiences, analyzing existing museum experiences and developing new museum experiences.