As promised, I’ll explain the evolution of this drawing by the super-smart Adrian Wiggins from Pure and Applied:
The Digital Engagement Framework
Adrian’s deceptively simple drawing is a variation of an online engagement strategy conceived by Jasper Visser from Inspired by Coffee who ran a Digital Engagement Framework workshop as part of the ICOM Australia 2012 Conference held at the Australian Museum.
So what do our audiences want?
Assets
But don't worry . . .
Visitors will still be able to search for every museum, gallery and keeping place in NSW (by region) with a click of a button. And in the next blog, I'll be showing you exactly how we'll achieve both these aspects when we look closely at designing the user experience.
Adrian’s deceptively simple drawing is a variation of an online engagement strategy conceived by Jasper Visser from Inspired by Coffee who ran a Digital Engagement Framework workshop as part of the ICOM Australia 2012 Conference held at the Australian Museum.
Adrian's picture posits a clear communication strategy for M&G NSW. Connect our audience (the smiley guy on the left) with our assets (all our resources) using content.
It’s no mystery that to successfully engage your audience you need to know who they are and what they want. Except the only way to know what your audience wants is to research them and ask them. M&G's website has two audiences (both with overlapping but also contradictory needs): the public and the sector.
It’s no mystery that to successfully engage your audience you need to know who they are and what they want. Except the only way to know what your audience wants is to research them and ask them. M&G's website has two audiences (both with overlapping but also contradictory needs): the public and the sector.
So what do our audiences want?
Pure and Applied looked at existing data about
our audiences and conducted interviews with members of the public and sector. Based on the collected statements and data, we picked out key patterns in
their cultural needs, demographics and online engagement and
we built 'personas'. Like this one:
As you can see above, Fiona is 35, single, not very wealthy, engaged on Facebook but not Twitter. It's important to realise these personas are not supposed to represent accurate
personalities with all their potential for contradiction, idiosyncrasies and subtleties
of taste. Instead, they’re a summation of data that allow us to personalise broad
generalisations about audience interest and meet those interests online (what would Fiona be looking for online: Opening hours?
Educational tools? Collection information?)
Assets
Which brings us to the other side of Adrian's picture: the assets.
Your assets could be your café, your educational programs, unique items in for collection, or the
volunteers who tell stories. M&G NSW's assets are the aggregation of everything you are doing on a
regional and state-wide scale. Our job is to describe the relationships
between your organizations, their context, the nearby amenities and overall
destination.
Connecting audience with assets: content
As you can see our assets are "wrapped" in content and its the multiple opportunities to display and aggregate this content on the M&G website that has driven the development of the user experience. Our original conception of the new website was a homepage displaying a massive google map of NSW. Instead, when users come to
our front door they will be greeted by a selection of stories (interviews, onsite travelogues about regions, exhibitions, festivals, opinion pieces and videos highlighting programs). This content invites users to visit individual museums or galleries or highlights the connections between organisations. Simply put, the front door is like a "magazine" with articles rather than a searchable directory.
But don't worry . . .
Visitors will still be able to search for every museum, gallery and keeping place in NSW (by region) with a click of a button. And in the next blog, I'll be showing you exactly how we'll achieve both these aspects when we look closely at designing the user experience.
Further information on the Digital Engagement Framework
Digital Engagement Framework
Audience research:
Digital Engagement Framework
Audience research:
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