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Getting to know
your digital
users
Kevin Bacon,
Digital Development Officer
@fauxtoegrafik
Digital: Ideas to Audience,
Mar...
Royal Pavilion & Museums
Royal Pavilion
• Over 400,000 visitors per
year across five sites
• Three collections
Designated ...
Museums
Brighton Museum & Art Gallery
Hove Museum & Art Gallery
Preston Manor
Booth Museum of Natural History
Collections
Decorative Art
Local History
Fine Art
Natural History
Film & Media
Costume
Archaeology
World Art
Before we begin...
Discuss a digital idea with the
person sitting next to you.
This could be something you
want to do, som...
‘What sort
of people
download
apps?’
Story Drop
[the one that
didn’t work
as well as we
hoped]
{Pick a tour}
{Unlock}
Did it work?
Dominic Alves, Flickr CC BY
Where’s
my GPS?
I have to
walk there?
Yes, I’ll have
to look at it
one day...
My battery is
running low!
How do I
unlock i...
1. Think about the context of
use
2. Why would they want to use
it?
Lessons Learned
brightonmuseums.org.uk
[the one that worked much better]
Old website
Problem
1. Sharepoint
2. Combined with
library service
3. Not built for
audiences
Three problems
Solution
1. Wordpress
2. ...
Audiences are hard
• Shift from demographics (eg. Brighton
residents; young people; teachers; tourists)…
• To.. behaviours...
Three research questions
1. What are our users doing?
2. What do our users want to do?
3. Who are our users?
1. What are our users doing?
(Google Analytics data)
1. What are our users doing?
(Google Analytics data)
Key finding:
Over 50% of pageviews took place on just 11
pages of web...
2. What do our users want to do?
(survey data)
Adapted from Culture 24’s
Let’s Get Real 2 project
methodology
2. What do our users want to do?
(survey data)
Key finding:
Visitors wanted building specific info – less
interested in RP...
3. Who are our users?
(behaviour model)
Behaviours = motivations + actions
But... motivations are not always
straightforwa...
Question
A man walks into a pub.
Why?
3. Who are our users?
(behaviour model)
• Drew on Prof. John Falk’s work on identity
related motivational profiles
• Rejec...
EXPLORERS FACILITATORS
EXPERIENCE
SEEKERS RECHARGERS
PROFESSIONALS /
HOBBYISTS
John H. Falk
Identity and the Museum
Visito...
Surface Impression
User testing
• Access
advisory
group advised
on design
• All user
testing
conducted
through
group
Results
• Greater engagement: 23% increase in page
views
• 10 x increase in admission ticket sales
• 230% increase in Face...
Over to you...
Digital Engagement
Assets
• Objects
• Buildings
• Stories
• Knowledge
• Staff /
volunteers
Digital Content
• Blog
• Websit...
Golden Rule
Assets
• Objects
• Buildings
• Stories
• Knowledge
• Staff /
volunteers
Digital Content
• Blog
• Website
• Dat...
Post-digital idea map
Your assets Your
audiences
?
kevin.bacon@brighton-hove.gov.uk
@fauxtoegrafik
brightonmuseums.org.uk
Thank you!
Getting to know your digital users
Getting to know your digital users
Getting to know your digital users
Getting to know your digital users
Getting to know your digital users
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Getting to know your digital users

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Presentation delivered at the Royal Pavilion & Museums' 'Digital: From Idea to Audience' workshop on 9 March 2016. Presentation looks at how the Royal Pavilion & Museums have developed a greater understanding of the behaviours and motivations of their online audiences, and how this was applied to the redevelopment of brightonmuseums.org.uk in 2015.

Presentation delivered by Kevin Bacon, Digital Development Officer, Royal Pavilion & Museums, Brighton & Hove.

Published in: Technology
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Getting to know your digital users

  1. 1. Getting to know your digital users Kevin Bacon, Digital Development Officer @fauxtoegrafik Digital: Ideas to Audience, March 2016
  2. 2. Royal Pavilion & Museums Royal Pavilion • Over 400,000 visitors per year across five sites • Three collections Designated of national importance • One of 21 Major Partner Museums funded by Arts Council England
  3. 3. Museums Brighton Museum & Art Gallery Hove Museum & Art Gallery Preston Manor Booth Museum of Natural History
  4. 4. Collections Decorative Art Local History Fine Art Natural History Film & Media Costume Archaeology World Art
  5. 5. Before we begin... Discuss a digital idea with the person sitting next to you. This could be something you want to do, something you’re currently working on, or a recent project that you’re evaluating
  6. 6. ‘What sort of people download apps?’
  7. 7. Story Drop [the one that didn’t work as well as we hoped]
  8. 8. {Pick a tour}
  9. 9. {Unlock}
  10. 10. Did it work?
  11. 11. Dominic Alves, Flickr CC BY
  12. 12. Where’s my GPS? I have to walk there? Yes, I’ll have to look at it one day... My battery is running low! How do I unlock it? Sod that, it’s raining.
  13. 13. 1. Think about the context of use 2. Why would they want to use it? Lessons Learned
  14. 14. brightonmuseums.org.uk [the one that worked much better]
  15. 15. Old website
  16. 16. Problem 1. Sharepoint 2. Combined with library service 3. Not built for audiences Three problems Solution 1. Wordpress 2. Museum only 3. How do we build it for our audiences?
  17. 17. Audiences are hard • Shift from demographics (eg. Brighton residents; young people; teachers; tourists)… • To.. behaviours: motivations, needs, actions
  18. 18. Three research questions 1. What are our users doing? 2. What do our users want to do? 3. Who are our users?
  19. 19. 1. What are our users doing? (Google Analytics data)
  20. 20. 1. What are our users doing? (Google Analytics data) Key finding: Over 50% of pageviews took place on just 11 pages of website But… What users are doing also reflects constraints of website
  21. 21. 2. What do our users want to do? (survey data) Adapted from Culture 24’s Let’s Get Real 2 project methodology
  22. 22. 2. What do our users want to do? (survey data) Key finding: Visitors wanted building specific info – less interested in RPM as a service But… What about those who don’t want to respond to the survey? Or those who are not so goal driven?
  23. 23. 3. Who are our users? (behaviour model) Behaviours = motivations + actions But... motivations are not always straightforward.
  24. 24. Question A man walks into a pub. Why?
  25. 25. 3. Who are our users? (behaviour model) • Drew on Prof. John Falk’s work on identity related motivational profiles • Rejects traditional demographic profile in favour of needs based behavioural model • Explorers, Experience Seekers, Facilitators, Professionals / Hobbyists, Rechargers
  26. 26. EXPLORERS FACILITATORS EXPERIENCE SEEKERS RECHARGERS PROFESSIONALS / HOBBYISTS John H. Falk Identity and the Museum Visitor Experience (2009)
  27. 27. Surface Impression
  28. 28. User testing • Access advisory group advised on design • All user testing conducted through group
  29. 29. Results • Greater engagement: 23% increase in page views • 10 x increase in admission ticket sales • 230% increase in Facebook and Twitter traffic But....
  30. 30. Over to you...
  31. 31. Digital Engagement Assets • Objects • Buildings • Stories • Knowledge • Staff / volunteers Digital Content • Blog • Website • Data • Image • App • Game Audiences • Gallery visitors • Online viewers • Teachers • Researchers • Young people
  32. 32. Golden Rule Assets • Objects • Buildings • Stories • Knowledge • Staff / volunteers Digital Content • Blog • Website • Data • Image • App • Game Audiences • Gallery visitors • Online viewers • Teachers • Researchers • Young people Developing a digital idea should never start with the technology…
  33. 33. Post-digital idea map Your assets Your audiences ?
  34. 34. kevin.bacon@brighton-hove.gov.uk @fauxtoegrafik brightonmuseums.org.uk Thank you!

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