Doing things the 'HE way' is often used as the excuse for accepting inefficient processes, slow uptake on innovation and stubbornly refusing to change. In a relatively small university like Goldsmiths, we consider ourselves more than aware of these shortcomings, which means encouraging an institution to work digital first is a challenge. So, what lessons can be learned from experience in other sectors to help break out of this mindset? Unsurprisingly, a lot. At Goldsmiths we're in the midst of a 'digital transformation', where we're building the foundations for a fundamental, and completely essential, culture change. But, wherever you'd position your organisation in terms of digital uptake, most of these lessons could be applied to the next phase of your digital journey, and give a fresh way to approach those all too familiar challenges. As well as the tips from outside HE, there will also be a celebration of why digital CAN and SHOULD be easier to embrace in HE, and some of the advantages we have as a sector.

1. Lessons from other
sectors in driving
culture change.
Or, how to stop working the HE
way.
Ellen Godwin
Digital Manager
Goldsmiths, University of London
1

2. Goldsmiths

7. Issues
1. Team

8. Issues
2. Investmen
t

9. Issues
3. “Our website is like
our shop window.”

10. NO NO NO NO
NO NO NO NO
NO NO NO NO
NO NO NO NO

12. We need
changes, and to
accept change

14. UK universities <3
digital transformation
• Bath bath.ac.uk
• Imperial imperial.ac.uk
• University of the Arts arts.ac.uk
• Portsmouth portsmouth.ac.uk

15. Let’s channel 2Pac
1. Get your team (and act) together

16. Let’s channel 2Pac
2. We changed the way we
consult with colleagues
(aka, people don’t know
what’s good for them)

17. Project Advisory Panel
Yes – Review and feedback
No – Sign off!

18. Need change?
(Sadly) you might need a project
Projects:
•Give focus
•Time-based
•Chance to experiment
•BUT keep projects few & far between.
Use them as the change catalyst.

20. 1. Find new
partners

21. #sfg

22. “So many HEIs are stuck in their
ways (maybe don’t say that) so
with a little bit of courage and a
good agency on board it
shouldn’t be too difficult to
achieve something that makes
you stand out from the crowd”
- Our digital agency

24. For the health of your website, go
outside the HE agency gene pool

25. 2. Give
content the
respect it
deserves

26. Start to
think
like a
magazine

27. 1. Personas
2. Reporting
3. Proofing & style guidelines
4. Governance

28. 1. Personas

29. 2. Analytics

30. 2. Analytics
“We definitely look at data quite closely,
but the key is not to be a slave to it. I think
the best thing is you need to have writers
who are equipped with absolutely brilliant,
accurate data. And then they can use it
as a tool for creativity…
So the idea is you look at the number of
shares a post has had on the previous
day. And that should spark ideas.”
Luke Lewis – Buzzfeed UK Editor

31. 3. Proofing

32. 4. Governance
Translate:
Into:

33. 3. Stop asking
everyone for
sign off

35. “Hello web team,
See the attached file. Is it possible to
have:
CMYK 42-13-0-51 for the text and
navigation bar
CMYK 38-11-0-34 for the column
borders (the background that sits
outside of the webpage itself)”

36. Let the shoe
designer
DESIGN
THE
SHOES

37. Issues with accepting difficult
changes?
1. Bring everything back to research,
data, and your users
2. Bring in external experts

38. 4. Focus on
the small,
achievable
tasks

40. “Look at the world around you.
It may seem like an
immovable, implacable place.
It is not, With the slightest
push - in just the right place -
it can be tipped.”

41. The second of GDS’ ‘Digital
by default’ principles:

42. H.E. CAN
AND SHOULD
BE GREAT AT
DIGITAL

45. “The course at Goldsmiths has been one of the
greatest personal and professional experiences of
my life. It has validated my passions and inspired
me to dream big in the future. I learn something
every day, and the people in my life say they have
never seen me happier or more in touch with my
goals and dreams. I can not stress enough how
much London, Goldsmiths, my coursemates, my
hall mates and the world of Applied Theatre have
changed my life for the better.”
Theatre and Performance student

47. UK universities to keep an eye
on:
blogs.bath.ac.uk/digital
www.arts.ac.uk
yorkwebteam.blogspot.co.uk

48. Never forget

49. Thank you
@ellen_godwin
gold.ac.uk