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In this talk, the Mind digital team share some of the challenges they faced in developing and beginning to embed their digital strategy, and some of the initiatives they’re taking forward to offer a better experience for users and staff.
EVE We’ll be talking about our digital story – where we’ve come from and are going to, how we made the case for change, how our users are shaping our work, how we brought the organisation along with us, and some things we’ve learned along the way (and are still learning)
Listen to frustrations –they’ll help to identify the problem you want to solve. Talked to senior management team and teams. Associated the digital team with saying no. Look to agencies for creativity and big ideas Starting to reposition ourselves by asking about the big ideas that excite them Consistently highlighted positive – we put users’ stories at the centre. Strength of social media content – we’re responsive and courageous – how can we use these principles elsewhere
Needed a vision to drive towards and a strategy that underpins our organisational strategy. Some of the questions we asked ourselves to tease out the most important elements, rather than thinking about things we could do
Quote from website research. We can help to unravel this. People really value our support, but are often siloed e.g. our website, online community, local Minds. We could be doing much more with our resources
Our digital vision – priority is people with mental health problems, consistency and integration needed between touchpoints, consider easier ways into our support and how digital might increase access when and how people need it, provide a more personal relationship Business benefits too – increased brand consistency, long term engagement = higher lifetime value.
What does this mean in practice? Three goals that would help us think more holistically about digital. Not website and social media but services, our income and the way we work Here, key message is that digital will encourage choice and empowerment
How can we offer the best experience for our users, whether they are supporters or beneficiaries? How can we reduce current frustrations for users and make the most of this moment for mental health?
We’re led by our users but for now have a strong emphasis on the internal – we need to build skills and confidence to get to where we need to be, and to stop taking a project by project approach to digital. Use best practice and don’t start from scratch e.g. we’ve adapted the GDS’s design principles because they work
We know we’ve got big ambitions. How do we bring everyone along with us? How do we resource this?
Speak to your most senior stakeholders – exec team, board members/trustees. Fundraising = huge growth and appetite for change Competitors are not just other charities – new health tech companies, Wikipedia etc. What’s our future place in this market? Tip – you’ll never be able to pin down ROI entirely. Focus instead on opportunity cost. If you don’t do this, how will you get there?
EVE to GARETH – Probably the most contentious and challenging issue for us internally. Digital roles had been developed with a focus on certain areas or projects. Needed to demonstrate that we could do more with a more flexible team. Concern that without their digital person, their area wouldn’t get the attention it needed. Clear we had stopped focusing on users and cross org goals 1st. Looking at other organisations was useful for some things e.g. scale but trends in job titles etc come and go. We needed to look at our strengths and where we needed to develop. Decided we needed a larger core team with roles set by digital specialism
how adjusting our behaviours and demonstrating our values is changing the way we work with teams Although we don’t want to be just a helpdesk, people value our support and simple things like visualising processes and sticking to SLAs builds credibility Biggest shift = demonstrating our knowledge of our users
To be a credible voice for our users, we had to build our understanding. Did this through interviews, analytics to better understand behaviours and testing. Key learning – we were missing opportunities by not recognising that people are not simply supporters or beneficiaries. Will have different mental health experiences, goals, attitudes to Mind Challenge – we want to support everyone with mental health problems. Where do we start?
Example of a persona. Have used personas before but not widely adopted. Needs based rather than too specific. Talks about what they need and experience goals, but also what we want for them e.g. to find appropriate support or more ways to manage their mental health
Recognise that they’re real people whose attitude, experiences and needs might change Shows the difference we can make e.g. what content can we create to give someone more tools to manage their mental health, how can a story help someone feel less alone
These are not static. Reminder that a fundraiser or donor may also struggle and need support. Someone who’s received support might want to help others
Small, lo fi experiments to test new ways of working e.g… Information seekers don’t know we have a fantastic, busy online community – will cross promotion in information content disrupt their experience or add value Stories are valued but don’t lead anywhere – missed opportunity to offer a donate ask, or are there other more effective follow on actions Identified an appetite for a more dynamic experience. Current systems couldn’t support these kinds of tests – need to rebuild
Building a new digital culture - Mind & Sigma [Camp Digital 2018]
Building a new digital
Our digital story so far
Understanding where we are and defining our ambitions
Making the case for change
Understanding our users
Bringing the organisation along with us
What we’re learning
We understood where we
are now and defined our
Start by getting to grips
with your history, but
don’t forget your
Defining the vision
What’s the biggest problem we need to solve?
How will this help achieve our organisational goals?
What’s special about digital and mental health?
“How do I deal
with this, where
do I go to, what
can I do right now
to help myself?”
A digital experience that prioritises the
needs of people with mental health
problems, by offering consistent support
through the most helpful and accessible
channels, and strengthens long term
engagement with Mind.
Digital provision of services
Goal: Beneficiaries understand the options available to
them at any touchpoint and feel empowered to access
support and information in the way that suits them.
Marketing and income
Goal: We will deliver a consistent, coherent experience
for our external audiences and seamless supporter
The use of digital to improve
the way Mind works
Goal: A consistent and reliable infrastructure and
strong skills base, which recognises the power of
technology to help us to meet our charitable objectives
and achieve efficiencies.
We brought people along
with us, working
Making things work, together
Our role as a supplier isn’t only about the design and
implementation: in order to make something that will
be sustainable and have impact, we need to find ways
to understand our client and their situation
Sigma + Mind
We didn't work on these things in a bubble but knowing who to
involve, and when, does take work.
Neither did we start from scratch - we continue to integrate and build
on work that was done before.
We had to earn trust, involve people, and listen to them.
We used "boundary objects", like the ones described, to help people
connect with and be part of the work we are doing.
We’re still learning and
evolving how we do
Keep personas alive
Don’t wait to talk about your work
Keep communications going
Build buy in by increments