Applying Human-Centred Values to Transformation Projects

Carolyn RoystonMCN Conference, 4th November 2016@caro_ft

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

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

How can Digital help to transform the visitor experience?

Digital

Stories

KnowledgePersonal &

Social connections

Open up access to

Collections

Our starting point• Siloed and disconnected

systems• Outdated website• No onsite digital• Growing social media• Enthusiastic staff• Cautious Management• Huge potential

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

Digital Priorities

Website & Social Media

Onsite digital experiences

Collections Management/

DAMsCRM

IT Infrastructure

So what are we doing?

• Focus on two projects this year:

– new website– pilot onsite digital experiences

• Use these projects to catalyze change

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

Challenges and opportunities• Start up operation• See digital as integral to the whole visitor

experience• Manage pace of change and expectationsAND• 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

CLOSING SLIDE

@caro_ft