The Psychographic Web: building websites and apps that engage users’ deep-seated needs

Andrew McIntyre, Morris Hargreaves McIntyre, UK

Most museum web evaluation revolves around Usability Testing. And while this is undoubtably useful, it is overly-focused on low-level engagement: comprehension, navigation and categorisation. This all helps us to build efficient web tools, but it does little to help us build effective web tools, ones whose design and content connect with users at a deeper level.

Psychographics can help museums to understand visitors' and users' deep-seated cultural values and their fundamental needs. These, in turn, shape the way they engage with our digital and web assets and offerings. It can help us to design and build a far more effective museum web that engages and involves visitors far more deeply.

There is a world of difference between defining User Modes (naming the primary purpose of a web visit) and Psychographic Segments (truly understanding different users' fundamental motivations, needs and mindsets).

We need to design and build web assets that address both of these if we want the museum web to be Efficient and Effective.

This highly interactive, half-day workshop introduces delegates to the world of Museum Psychographics, sharing best practice examples from around the world and freely-downloadable resources that can really inform and improve the design and content of the museum web.

Delegates will get the chance to discover their own, personal Psychographic profile and reflect on how this shapes the way they engage with museum web content.

We will also 'live test' museum web assets, comparing the levels of appeal and engagement of delegates with different Psychographic profiles.

Delegates will leave equipped to build web assets that harness the power of Psychographic insights and design better Usability Testing that includes a Psychographic dimension.