MCN2016 Presentation on Human-Centred Values to Transformation Projects

1. Applying Human-Centred Values to
Transformation Projects
Carolyn Royston
MCN Conference, 4th November
2016
@caro_ft

17. A Complex Offer
● Art museum
● Historic building
● Modern building
● Fine art collection, rare books, furniture, textiles,
archival materials
● A contemporary program
● A performance space for music and dance
● Horticultural and landscape design

18. For our visitors
• Not a traditional art museum
• Immersive experience
• No linear narrative
• No labels
• Make your own connections

19. How can Digital help to transform
the visitor experience?
Digital
Stories
Knowledge
Personal &
Social
connections
Open up
access to
Collections

20. Our starting point
• Siloed and disconnected
systems
• Outdated website
• No onsite digital
• Growing social media
• Enthusiastic staff
• Cautious Management
• Huge potential

21. Our Approach
● Better understand the customer journey for our
different audiences and platforms
● Prioritize projects and focus on impact
● Prototype and experiment
● Measure impact and create a feedback loop
● Build staff confidence
● Move in a sustainable, affordable and scaleable
way

22. Digital Priorities
Website &
Social Media
Onsite digital
experiences
Collections
Management/
DAMs
CRM
IT
Infrastructure

23. So what are we doing?
• Focus on two projects this year:
– new website
– pilot onsite digital experiences
• Use these projects to catalyze change

24. Our aim
• Take a user-centric approach
• Begin to build a program
• Test, feedback, iterate
• Work at a pace we can handle
• New processes, new ways of working
• Manage institutional expectations

31. Challenges and opportunities
• Start up operation
• See digital as integral to the whole visitor
experience
• Manage pace of change and expectations
AND
• Huge opportunity to make an impact
• Influence in every area of the organization
• Increased staff engagement through new ways of
working
• Digital as a catalyst for change

32. CLOSING SLIDE
@caro_ft