The changing shape of media in the digital age Case study: Introducing product thinking
National fundraising charity for art  The changing shape of media in the digital Rachel Whiteread -                       ...
National Art PassThe changing shape of media in the digital age
At the start- The changing shape - no team in place  Little digital expertise of media in the digital age- Grand plans and...
Today                   Responsive design websiteThe changing shape of media in the digital age                 Visitors u...
Today                 App with almost 100,000 downloadsThe changing shape of media in the digital age                 4.8 ...
1. Taking time to think• Audit of current digital offer and performance The changing shape of media in the digital age• Fu...
2. Articulating the vision“One stop shop for exhibitions – ensuring you nevermiss the art you love” of media in the digita...
3. Deliver something quickly                              • Creates momentum The changing shape of media in the digital ag...
4. Start to introduce some LIGHT processKey questions
4. Start to introduce some LIGHT process
5. New skills will be requiredKey questionsUsability expertsVideo skills   Key Lesson: need to flag up the need for these ...
6. Bring audience into the building                                      • lo-fi usability testing                        ...
7. Measure, review, KPIs                           • Important to measure                           the benefits          ...
ConclusionsKey questions• Get strategic buy in at the start – toughest part• Can’t do it all in one go – success will give...
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Introducing Product Thinking

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Nic Newman explores a case study on bringing product management to the not-for-profit sector using his own experience.

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Introducing Product Thinking

  1. 1. The changing shape of media in the digital age Case study: Introducing product thinking
  2. 2. National fundraising charity for art The changing shape of media in the digital Rachel Whiteread - age Whitechapel GalleryHenry Moore Old FloManet at Ashmolean Ship in a bottle Yinka Shonibare
  3. 3. National Art PassThe changing shape of media in the digital age
  4. 4. At the start- The changing shape - no team in place Little digital expertise of media in the digital age- Grand plans and divergent stakeholder expectations- Dead website with no utility- Imminent plans for a relaunch with marketing spend- 2 days a week to sort things Nic Newman March 2011
  5. 5. Today Responsive design websiteThe changing shape of media in the digital age Visitors up 3x Membership up 20% - most via digital Nic Newman March 2011
  6. 6. Today App with almost 100,000 downloadsThe changing shape of media in the digital age 4.8 star average ratings Active Facebook and Twitter channels Nic Newman March 2011
  7. 7. 1. Taking time to think• Audit of current digital offer and performance The changing shape of media in the digital age• Full competitive analysis• Interview of existing members• Analysis of business objectives Key learning: involve all the key stakeholders. Value was the process and the buy in … Nic Newman March 2011
  8. 8. 2. Articulating the vision“One stop shop for exhibitions – ensuring you nevermiss the art you love” of media in the digital age The changing shapeBest art guide in the UK building on expertise of art fund and linkswith museums and galleries•Easy to use•Cross platform•Learn from and involve audienceKey learning: Power of a vision … Nic Newman March 2011
  9. 9. 3. Deliver something quickly • Creates momentum The changing shape of media in the digital age • Exposes the big issues • Builds credibility for next stageWeb re-launch in 8 weeks Key learning: amazing how much you CAN do
  10. 10. 4. Start to introduce some LIGHT processKey questions
  11. 11. 4. Start to introduce some LIGHT process
  12. 12. 5. New skills will be requiredKey questionsUsability expertsVideo skills Key Lesson: need to flag up the need for these skills and the cost at the start
  13. 13. 6. Bring audience into the building • lo-fi usability testing (Morae software) • Gets stakeholders bound into the process • Keeps cost down Key learning: Best way to embed audience centred approach
  14. 14. 7. Measure, review, KPIs • Important to measure the benefits • set KPIs from the start • Keep it simple • Keep it visual Key learning: Keeps the focus on the audience and the core objectives
  15. 15. ConclusionsKey questions• Get strategic buy in at the start – toughest part• Can’t do it all in one go – success will give you permission to move on• Clear about objectives and measure• Enlist help from outside – can’t change culture on your own (eg bring people in, audiences, evidence)

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