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Evolving an
organisation's culture
through design
@luciepaterson

Product manager, ACMI
ACMI is the national
museum of film, tv, video
games, digital culture and
art
3 galleries

2 cinemas

2 production/education studios

Cafe & bar

Shop

1.4m annual visitors 2014-2015
2015

new CEO + new Executive Team
2019

new museum
“ … in this rapidly evolving sector ACMI must
become an organisation that is constantly
evolving itself. We must build an internal
culture that is resilient and risk taking, active
and accountable to ensure we remain relevant
to our visitors and communities … stay ahead
of the curve in content, process and delivery.”
Katrina Sedgwick, Director CEO
Seb Chan

Chief Experience Officer
Me

Product Manager
Andy Serong

Developer
Shelley Matulick

Content Producer
museum privileging artists and auteurs over visitors
the moving image is in eveyone’s pockets now
art is moving from content to experience
Not enough holistic, cross-
team collaboration and
problem solving
Low brand recognition
48% ‘unintentional’ visitors
Low appetite for risk –
people not comfortable with
experimentation and failure
Matching the pace of
internal change to the pace
of external change is hard
Lacking in transparency –
communications, information +
decision making
Current 'design' team is
strictly graphic and motion
graphics, not UX design
The change we need to make
is ongoing and it’s never
going to be finished
“There’s no silver bullet or magic wand for
big transformation. But there is design. As
designers, we break down large-scale change
into a series of discrete but interconnected
acts that together, over time, lead up to
new behaviors and opportunities.”
Diana Rhoten,, IDEO
Museums are an exciting
space to test and experiment
The value exchange is ‘time
for experience’
Terror Nullius by Soda_Jerk
trailer
https://youtu.be/kE-ycxu_-Oo
Wonderland trailer
https://youtu.be/
E2jPNX9MZK8
prototyping + usability testing with visitors
working across teams on the entire visitor journey
apply the same UX design when designing systems + processes
open plan systems
Visitors love to help us improve our products
+ services
Empathy and patience with staff goes a long
way
Change is hard, slow and it’s never finished
But UX design is an excellent way to help
make this transformation happen
spread UX design thinking to other parts of the museum
build up internal skills around UX design
get cracking on the brand new ACMI!
Thank you
@luciepaterson
Product manager
acmi.net.au | labs.acmi.net.au

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Evolving an organisation's culture through design