This video on ‘Aligning Strategic Business Vision to User-centred Design’ was filmed at the Edinburgh Tourism Action Group (ETAG) event - Technology Solutions For Tourism Conference 2015.
The event which is now its fifth year brings technology and tourism businesses together to identify opportunities to use technology to ensure they meet the changing expectations of Scotland’s digital tourist.
Speakers include Colan Mehaffey, Head of Digital Media at the National Trust for Scotland NTS and Stewart Cruickshank, Client Services Director Storm ID.
Colan Mehaffey explains how they worked with Storm ID to deliver the Battle of Bannockburn Experience online.
Colan explains that NTS has a singular approach to digital strategy which can be applied to a single Facebook page or to a multi-channel global project:
Colan went on to explain how they applied this strategy to the Battle of Bannockburn Experience.
Establish core principles:
Define coherent actions:
- Visitor experience web resource
- Online and front of house ticketing solution
- Online learning resource
Colan explains that they used a variety of online tools to help define their activities and actions including:
- Forrester – free online resources for project prioritisation and profiling
- Google Analytics – free web analytics service offered by Google that tracks and reports website traffic
- Gartner – have a tool called a ‘hype cycle’ which trends what technology is being used in industries across a given timescale – helps you work out what your customers might use and when
- WolframAlpha – Facebook profiling tool
- YouGov – profile companies – might not have your own company but may have a company which is similar
Stewart Cruickshank from Storm ID which developed the Bannockburn Experience are an Edinburgh based user experience and digital technology consultancy. Stewart explains the three key principles used to develop the Bannockburn experience which he says can be used for any project:
Start with user needs
- Prioritise audiences in line with business goals
- Speak to your audiences
- Identify the user needs
- User needs define the content and then the content should define the design
- Utilise your best assets – i.e. for Bannockburn 3D imagery
Adopt an agile approach
The overall results of the Battle of Bannockburn Experience online project were:
66k visitors in 2014
Triple the volume of the previous centre
43% pre-booking visit
6,635 students from primary, secondary and further education
- Battlepedia averages nine pages per visit
Ancestral Tourism takes people on a truly personal journey, which is memorable, emotional and creates lasting, bonding relationships. Check out the TIS Ancestral Tourism resource to find out more about how your business can make the most of this market.