Creating a digital roadmap for the National Trust
The National Trust relies on income from membership fees, donations and legacies, and commercial operations to look after historic places, and places of natural beauty throughout England, Wales and Northern Ireland. The charity relies faces an exciting time of transformative technological change, and require help clarifying their challenges, opportunities and goals for digital initiatives between 2020 and 2025.
The National Trust has transformed the way in which it approaches and delivers digital projects over the past 4 years. However, they are aware they must continue this refinement to thrive in the future, in which a number of technologies that have existed for some time are going to impact our lives. The National Trust were keen to initiate a conversation about their plans for the near future, with a renewed focus on using digital to make the Trust more accessible, relevant and contemporary.
WHAT WE DID
We brought together a number of key stakeholders from the National Trust to participate in a three-day Design Sprint process, facilitating the team’s collaboration which looked at organisational context, known initiatives, and trends in the digital world to build a high-level digital road map for 2020 – 2025.
We helped the Trust write a single representative vision statement for the next five years, underpinned by three core values (accessible, relevant, contemporary) and a set of guiding principles for digital.
This roadmap includes an overarching mission into specific goals and themes for each year. Its sets out activities for supporting the current portfolio of products, for core projects and initiatives, and for innovation projects.
More specifically, for each financial year the roadmap highlights the capabilities required to deliver the vision, prerequisites to achieving the vision and metrics for measuring success.
In addition to the roadmap itself, the Design Sprint process provided a set of key recommendations for activities which are required ahead of the roadmap being endorsed and delivered.
HOW IT WENT
The new digital roadmap provides a high-level view of the possible shape of digital projects at the National Trust between 2020 and 2025, to help guide the organisation on a path of dual transformation, where equal effort goes into enabling efficiency in core operations on one hand, and innovating new digital products and services to enhance tomorrow’s visitor experience on the other.