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 can be overly-focused on low-level engagement: comprehension, navigation and categorisation.
This all helps us to build efficient web tools that users understand how to use and with which they can easily find and choose types of content. But it does little to help us build effective web tools, ones whose design and content connect with users at a deeper level, that deliver what they need but we’re not necessarily looking for or expecting.
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.

Andrew McIntyre, Director, Morris Hargreaves McIntyre (MHM)
Andrew McIntyre, Director at MHM, is one of the UK’s leading authorities on arts marketing and audience development. He has devised some of the most innovative techniques used in the sector, led highly-successful projects and published widely-read texts on how to attract, retain and develop audiences.

Andrew is a popular speaker and trainer, giving arts professionals real insight into the minds of the audience, a toolkit of skills and techniques and the inspiration and confidence to try them out. He has served as Chair of the Visitor Studies Group UK and teaches and lectures widely around the world

Andrew has led on major strategic insight projects at 92nd Street Y in New York, Western Australian Museum in Perth; Tate, the Science Museum, Eden Project, National Trust and Historic Royal Palaces in the UK, and most recently is working with the Science Museum of Minnesota and BAM and Cooper Hewitt Smithsonian Design Museum in New York.