Imperial War Museums have five world-leading cultural sites across the UK. But they didn’t have a holistic view of how visitors felt about the overall museum experience. They wanted to create more seamless and engaging experiences in order to encourage more return visits and create long-lasting relationships with visitors. Central funding pressure also meant the museum had to find ways of becoming more commercially self-sufficient.
Engaging all areas of the institution, we mapped the visitor experience across the entire physical and digital journey. We defined a clear experience blueprint that identified common and unique needs for each of the museum’s sites and roadshowed in order to gain feedback and consensus. Our work helped to embed a customer-centric design philosophy across all departments.
“Pattrn were able to bring together all areas of our institution and deeply empathise with our business and unique visitor needs. Their work provides a renewed and exciting platform on which we can enhance our visitor experience as well as our internal capabilities.”
In order to align to user expectations and build on established UX patterns we audited platforms in and out of the healthcare sector. This gave us a clear benchmark in how we could immediately improve the user experience.
We introduced a goals framework, an agile methodology and scrum sprint ceremonies. Using research and data analytics we identified opportunities and started designing and developing the features with the most reach, impact and with relatively low effort.
We wanted to make incremental improvements in order to evolve the platform, learn quickly from user behaviour and impact our KPIs. We prioritised a roadmap with the senior stakeholders and the development team and established an agile approach to update the platform each sprint with new enhancements.