Transcript
Getting to know your digital users
Kevin Bacon, Digital Development Officer@fauxtoegrafik
Digital: Ideas to Audience, March 2016
Royal Pavilion & Museums
Royal Pavilion
• Over 400,000 visitors per year across five sites
• Three collections Designated of national importance
• One of 21 Major Partner Museums funded by Arts Council England
Museums
Brighton Museum & Art GalleryHove Museum & Art Gallery
Preston ManorBooth Museum of Natural History
Collections
Decorative Art
Local History
Fine Art
Natural History
Film & Media
Costume
Archaeology
World Art
Before we begin...
Discuss a digital idea with the person sitting next to you.
This could be something you want to do, something you’re currently working on, or a recent project that you’re evaluating
‘What sort of people download
apps?’
Story Drop
[the one that didn’t work as well as we hoped]
{Pick a tour}
{Unlock}
Did it work?
Dominic Alves, Flickr CC BY
Where’s my GPS?
I have to walk there?
Yes, I’ll have to look at it one day...
My battery is running low!
How do I unlock it?
Sod that, it’s raining.
1. Think about the context of use
2. Why would they want to use it?
Lessons Learned
brightonmuseums.org.uk
[the one that worked much better]
Old website
Problem
1. Sharepoint
2. Combined with library service
3. Not built for audiences
Three problems
Solution
1. Wordpress
2. Museum only
3. How do we build it for our audiences?
Audiences are hard
• Shift from demographics (eg. Brighton residents; young people; teachers; tourists)…
• To.. behaviours: motivations, needs, actions
Three research questions
1. What are our users doing?
2. What do our users want to do?
3. Who are our users?
1. What are our users doing?(Google Analytics data)
1. What are our users doing?(Google Analytics data)
Key finding:
Over 50% of pageviews took place on just 11 pages of website
But…
What users are doing also reflects constraints of website
2. What do our users want to do?(survey data)
Adapted from Culture 24’s Let’s Get Real 2 project methodology
2. What do our users want to do?(survey data)
Key finding:
Visitors wanted building specific info – less interested in RPM as a service
But…
What about those who don’t want to respond to the survey? Or those who are not so goal driven?
3. Who are our users?(behaviour model)
Behaviours = motivations + actions
But... motivations are not always straightforward.
Question
A man walks into a pub.
Why?
3. Who are our users?(behaviour model)
• Drew on Prof. John Falk’s work on identity related motivational profiles
• Rejects traditional demographic profile in favour of needs based behavioural model
• Explorers, Experience Seekers, Facilitators, Professionals / Hobbyists, Rechargers
EXPLORERS FACILITATORS
EXPERIENCE SEEKERS RECHARGERS
PROFESSIONALS / HOBBYISTS
John H. FalkIdentity and the Museum Visitor Experience (2009)
Surface Impression
User testing
• Access advisory group advised on design
• All user testing conducted through group
Results
• Greater engagement: 23% increase in page views
• 10 x increase in admission ticket sales
• 230% increase in Facebook and Twitter traffic
But....
Over to you...
Digital Engagement
Assets• Objects• Buildings• Stories• Knowledge• Staff / volunteers
Digital Content• Blog• Website• Data• Image• App• Game
Audiences• Gallery visitors• Online viewers• Teachers• Researchers• Young people
Golden Rule
Assets• Objects• Buildings• Stories• Knowledge• Staff / volunteers
Digital Content• Blog• Website• Data• Image• App• Game
Audiences• Gallery visitors• Online viewers• Teachers• Researchers• Young people
Developing a digital idea should never start with the technology…
Post-digital idea map
Your assets Your audiences
?
kevin.bacon@brighton-hove.gov.uk
@fauxtoegrafik
brightonmuseums.org.uk
Thank you!
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