Nic Newman explores a case study on bringing product management to the not-for-profit sector using his own experience.

1. The changing shape of media in the digital age
Case study: Introducing product thinking

2. National fundraising charity for art
The changing shape of media in the digital Rachel Whiteread -
age
Whitechapel
Gallery
Henry Moore Old Flo
Manet at Ashmolean Ship in a bottle Yinka Shonibare

3. National Art Pass
The changing shape of media in the digital age

4. At the start
- The changing shape - no team in place
Little digital expertise of media in the digital age
- Grand plans and divergent stakeholder expectations
- Dead website with no utility
- Imminent plans for a relaunch with marketing spend
- 2 days a week to sort things
Nic Newman
March 2011

5. Today
Responsive design website
The changing shape of media in the digital age
Visitors up 3x
Membership up 20% - most via
digital
Nic Newman
March 2011

6. Today
App with almost 100,000 downloads
The changing shape of media in the digital age
4.8 star average ratings
Active Facebook and Twitter
channels
Nic Newman
March 2011

7. 1. Taking time to think
• Audit of current digital offer and performance
The changing shape of media in the digital age
• Full competitive analysis
• Interview of existing members
• Analysis of business objectives
Key learning: involve all the key stakeholders. Value was the
process and the buy in …
Nic Newman
March 2011

8. 2. Articulating the vision
“One stop shop for exhibitions – ensuring you never
miss the art you love” of media in the digital age
The changing shape
Best art guide in the UK building on expertise of art fund and links
with museums and galleries
•Easy to use
•Cross platform
•Learn from and involve audience
Key learning: Power of a vision … Nic Newman
March 2011

9. 3. Deliver something quickly
• Creates momentum
The changing shape of media in the digital age
• Exposes the big issues
• Builds credibility for
next stage
Web re-launch in 8 weeks Key learning: amazing how
much you CAN do

10. 4. Start to introduce some LIGHT process
Key questions

11. 4. Start to introduce some LIGHT process

12. 5. New skills will be required
Key questions
Usability experts
Video skills
Key Lesson: need to flag up the need for these
skills and the cost at the start

13. 6. Bring audience into the building
• lo-fi usability testing
(Morae software)
• Gets stakeholders
bound into the process
• Keeps cost down
Key learning: Best way
to embed audience
centred approach

14. 7. Measure, review, KPIs
• Important to measure
the benefits
• set KPIs from the start
• Keep it simple
• Keep it visual
Key learning: Keeps the
focus on the audience
and the core objectives

15. Conclusions
Key questions
• Get strategic buy in at the start – toughest part
• Can’t do it all in one go – success will give you
permission to move on
• Clear about objectives and measure
• Enlist help from outside – can’t change culture
on your own (eg bring people in, audiences,
evidence)