Austin PBS Digital Strategy
Defining the Future for Digital properties
Austin PBS underwent major update of their physical space and lead staff. They wanted to update their web presence to match.
However, they needed direction on how to bridge the gaps between their digital channels and guidance on how to best showcase their diverse content.
How might we unify the digital presence for Austin PBS?
Project Approach
After analyzing their current web presence and interviewing stakeholders, we realized several things would unite their brand and allow their digital presence to grow and strengthen the content.
Approach
Scope: Our scope included stakeholder interviews, facilitating stakeholder alignment, and recommendations with action items for the new digital strategy.
Methodology: We met with stakeholders for the alignment workshop and conducted stakeholder interviews. In addition, we conducted a competitive analysis and reviewed analytics.
Key areas to improve:
- Improve user experience with better accessibility and better engagement
- Highlight donations and getting new, reoccurring donors is a key point for the organization
- Be seen as community partners
Outcomes
After analyzing their current web presence and interviewing stakeholders, we realized several things would unite their brand and allow their digital presence to grow and strengthen the content.
Recommendations
- Transition internal messaging from a non-profit organization to a media-first organization
While the CEO wished to move forward by focusing on the diverse, local content, many department leaders expressed their understanding of the company in it’s historical role: non-profit. - Create a station-wide culture strategy guide
Department leaders had clear goals and directions they wished to go in. However, there was a lack of a station-wide goal being stated. The directions and goals themselves were divided. Some worried the diversity of content could dilute the station’s focus, while others felt the diversity was the station’s strength. - Unify all websites on a single CMS with a station-wide brand guide
Stakeholders concerned with donations and pledge drives noted that users would often get confused between their donations and the PBS Passport- their subscription option. - Implement a content recommendation AI-engine
A content recommendation engine would further engage viewers, as well as give each department the opportunity to showcase other departments’ content to their benefit
Impact
The client appreciated our research and used it as they created their digital strategy. Because of funding constraints as a non-profit, they couldn’t immediately tackle all parts of the recommendations.
However, they did engage with us to design a streamlined navigation and home page that would better showcase the digital offerings.
Lessons Learned
I wanted to add more experience in UX strategy to my portfolio, and so this engagement was entirely pro bono. My lesson: go our and make your own opportunities.
Not only did this experience give me more practice in developing UX strategy, but it also build rapport with the client and led to additional projects.
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