Targeted institutions & their personas

Structure of presentation

• Natural history museums

• Botanical gardens

• Nature & biodiversity parks

• Science centres

• Temporary/travelling exhibition on green topics

• Cross-institutional end users & decision makers

• Top archetypes/ personas

Natural history museums

a museum with exhibits about natural history, including such topics as animals, plants, ecosystems, geology, palaeontology, and climatology.

Source: Wikipedia

Museum can be coordinated and managed by universities, such as the case of the museums in Cluj-Napoca, RO or independently managed.

Examples

• Grigore Antipa National History Museum, Bucharest• Goulandris Natural History Museum, Athens• Smithsonian Institution National Museum of Natural Hi

story NMNH, Washington DC

• Natural History Museum, London• Hungarian Natural History Museum, Budapest• Booth Museum of Natural History, Brighton

• A teacher planning a class visit to the museum• A natural science teacher looking for training on a specific topic• A family planning a weekend visit at the museum • A tourist planning a visit to the museum in combination with other sites in

the area• A professional aiming to relax and spend 1-2 h at the museum visiting a

temporary exhibition• An art student planning to practice their drawing skills with the help of

museum exhibits• A Science student/researcher planning to access more info about a specific

exhibit

• A teacher planning a class visit to the museum• A natural science teacher looking for training on a specific topic• A family planning a weekend visit at the museum • A tourist planning a visit to the museum in combination with other sites in

the area• A professional aiming to relax and spend 1-2 h at the museum visiting a

temporary exhibition• An art student planning to practice their drawing skills with the help of

museum exhibits• A Science student/researcher planning to access more info about a specific

exhibit

End users of products that are visiting museums

• Curators collection • Curator exhibitions• Tour guides• Researchers & research assistants• e-Taxonomy Support Specialist• IT administrator• Educator• Museum PR

• Curators collection • Curator exhibitions• Tour guides• Researchers & research assistants• e-Taxonomy Support Specialist• IT administrator• Educator• Museum PR

End users of products working in museums

• Education Director• Communication and PR Director• Museum Director

• Education Director• Communication and PR Director• Museum Director

Decision makers in museum management that will buy or adopt decision

• Publishing houses• Software companies / app developers• Touristic establishments• Marketing & communications companies• Creative sector

• Publishing houses• Software companies / app developers• Touristic establishments• Marketing & communications companies• Creative sector

Companies around museums that could be product users

Botanical gardensa well-tended area displaying a wide range of plants labelled with their botanical names, which may contain specialist plant collections such as cacti and succulent plants, herb gardens, plants from particular parts of the world;

there may be greenhouses, shade houses, special collections such as tropical plants, alpine plants, or other exotic plants.

visitor services might include: tours, educational displays, art exhibitions, book rooms, open-air theatrical & musical performances

often run by universities or other scientific research organizations, and often have associated herbaria and research programmes in plant taxonomy

Source: Wikipedia

Examples

• University of Bristish Columbia (UBC) Botanical Garden and Centre for Plant Research, Vancouver

• Alexandru Borza Botanical Garden, Cluj-Napoca• University of Bristol Botanic Garden, Bristol• Botanical Garden of the University of Tartu, Tartu• Kumpula Botanic Garden of the University of Helsinki,

Helsinki • Botanic Garden of Athens University, Athens

• A teacher planning a class visit • A natural science teacher looking for training on a specific topic• A family with children planning a visit • A tourist or group of tourists planning a visit in combination with other

sites in the area• A professional aiming to relax by spending some time in a green, quiet

place• A disabled person hoping to be able to virtually explore the botanical

garden using their PC• A plant lover hoping to learn more about how to care for houseplants• A Biology student/ researcher aiming to study the botanical garden’s

herbarium, plant taxonomy etc.

• A teacher planning a class visit • A natural science teacher looking for training on a specific topic• A family with children planning a visit • A tourist or group of tourists planning a visit in combination with other

sites in the area• A professional aiming to relax by spending some time in a green, quiet

place• A disabled person hoping to be able to virtually explore the botanical

garden using their PC• A plant lover hoping to learn more about how to care for houseplants• A Biology student/ researcher aiming to study the botanical garden’s

herbarium, plant taxonomy etc.

End users of products that are visiting botanical gardens

End users of products working in botanical gardens

•Curators collection •Curator exhibitions•Tour guides•Scientists (Biologists, etc)

• Education Coordinator • Community Outreach Coordinator• Director

• Education Coordinator • Community Outreach Coordinator• Director

Decision makers in botanical gardens’ management that will buy or adopt decision

• Publishing houses• Software companies / app developers• Schools & educational centres and libraries• Online training & educational institutions• Design companies• Events planning companies (exhibitions, open-air theatrical & musical

performances)

• Publishing houses• Software companies / app developers• Schools & educational centres and libraries• Online training & educational institutions• Design companies• Events planning companies (exhibitions, open-air theatrical & musical

performances)

Companies around botanical gardens that could be product users

Nature & biodiversity parks

a landscape protected by means of long-term planning, use and agriculture. These valuable landscapes are preserved in their present state and promoted for touristic purposes.

In most countries are subject to legally regulated protection, which is part of their conservation laws.

Source: Wikipedia

Examples

• National Park Service, U.S.• Europarc Federation, Europe• TĒRVETE NATURE PARK, Latvia• Central Balkan National Park , Bulgaria• Kakadu National Park, Australia• Eden project, Cornwall, UK

• A teacher planning a class visit/trip • A family with children planning a visit/trip• A tourist or group of tourists planning a visit in combination with other

sites in the area• A group of friends interested in outdoors leisure activities• An earth science researcher or student conducting research and studying

natural resources

• A teacher planning a class visit/trip • A family with children planning a visit/trip• A tourist or group of tourists planning a visit in combination with other

sites in the area• A group of friends interested in outdoors leisure activities• An earth science researcher or student conducting research and studying

natural resources

End users of products that are visiting nature & biodiversity centres

• Science Communications Coordinator• Curators • Botanists• Biologists• Volunteers

• Science Communications Coordinator• Curators • Botanists• Biologists• Volunteers

End users of products working in nature parks

• Education Program Specialist / Education Coordinator • Director for Visitor Experience• Community Outreach Coordinator• Director

• Education Program Specialist / Education Coordinator • Director for Visitor Experience• Community Outreach Coordinator• Director

Decision makers in nature parks’ management that will buy or adopt decision

• Publishing houses• Schools & educational centres and libraries• Universities and research institutions• Events planning companies (exhibitions, open-air theatrical & musical

performances)• Touristic establishments offering outdoors tours, expeditions, trips etc.• Software companies / app developers

• Publishing houses• Schools & educational centres and libraries• Universities and research institutions• Events planning companies (exhibitions, open-air theatrical & musical

performances)• Touristic establishments offering outdoors tours, expeditions, trips etc.• Software companies / app developers

Companies around nature parks that could be product users

Science centres

Science centers or centres are science museums that emphasize a hands-on approach, featuring interactive exhibits that encourage visitors to experiment and explore.

Source: Wikipedia

More info on science centres at: http://www.astc.org/sciencecenters/index.htm

Examples

• Science Museum Group, South Kensington, U.K.• @ Bristol, Bristol• Technopolis, Mechelen (Belgium)• Hidrodoe, Herentals (Belgium)• Phaeno, Wolfsburg (Germany)• Bursa Science & Technology Centre, Bursa (Turkey)

• A science teacher planning a class visit to explore scientific concepts• Science teachers looking for training on specific topics• A family planning a visit • A tourist planning a visit in combination with other sites in the area• A science student /researcher looking for info on exhibits • A lifelong learner interested to participate in a workshop and learn about a

particular topic/ acquire a skill

• A science teacher planning a class visit to explore scientific concepts• Science teachers looking for training on specific topics• A family planning a visit • A tourist planning a visit in combination with other sites in the area• A science student /researcher looking for info on exhibits • A lifelong learner interested to participate in a workshop and learn about a

particular topic/ acquire a skill

End users of products that are visiting science centres

• Science Content & Design Coordinator• Science Learning and Public Engagement Coordinator • Science Communications Manager • IT Systems Manager

• Science Content & Design Coordinator• Science Learning and Public Engagement Coordinator • Science Communications Manager • IT Systems Manager

End users of products working in science centres

• Education Program Specialist / Education Coordinator • Manager for Visitor Experience• Science Engagement Coordinator • IT Director• Director

• Education Program Specialist / Education Coordinator • Manager for Visitor Experience• Science Engagement Coordinator • IT Director• Director

Decision makers in science centres’ management that will buy or adopt decision

• Publishing houses• Private Schools • Design companies e.g. setting up interactive exhibits• Events planning companies (exhibitions, open-air performances and

expositions)• Software companies / app developers

• Publishing houses• Private Schools • Design companies e.g. setting up interactive exhibits• Events planning companies (exhibitions, open-air performances and

expositions)• Software companies / app developers

Companies around science centres that could be product users

Temporary/travelling exhibition on green topics

an organized presentation and display of a selection of items. In practice, exhibitions usually occur within museums, galleries and exhibition halls, and World's Fairs.

Curators are sometimes involved to select the items in an exhibition; Writers and editors are needed to write text, labels and accompanying printed material such as catalogues and books. Architects, exhibition designers, graphic designers etc. may be needed to shape the exhibition space.

Source: Wikipedia

Examples

• GreenExpo Europe, Wien• Environmental Art Exhibitions by Green Museum,

worldwide• Pollutec, worldwide• ECOMONDO, Italy• Dinosaurs of Patagonia

• A natural science teacher planning a class visit • A natural science teachers looking for info/training on green topics• A family planning a visit • A tourist planning a visit in combination with other sites in the area

• A natural science teacher planning a class visit • A natural science teachers looking for info/training on green topics• A family planning a visit • A tourist planning a visit in combination with other sites in the area

End users of products that are visiting temporary green exhibitions

• Learning and Public Engagement Coordinator• Exhibit Hall and marketing PR coordinator

• Learning and Public Engagement Coordinator• Exhibit Hall and marketing PR coordinator

End users of products working in temporary green exhibitions

• Education Coordinator • Director for Visitor Experience• Exhibit Hall and marketing coordinator• Communications Manager • Director

• Education Coordinator • Director for Visitor Experience• Exhibit Hall and marketing coordinator• Communications Manager • Director

Decision makers in temporary exhibitions’ management that will buy or adopt decision

• Design companies • Events planning companies • Software companies / app & game developers• Creative companies• Hosting places(e.g.The Mall)

• Design companies • Events planning companies • Software companies / app & game developers• Creative companies• Hosting places(e.g.The Mall)

Companies around temporary exhibitions that could be product users

End users of products visiting the institution

End users of products working in the institution

Decision makers in management structure

Companies around that could be product users

• Teachers planning a class visit

• Families with children planning a visit

• Tourists planning a visit in combination with other sites in the area

• Professionals aiming to relax in their free time/ after work

• Disabled persons planning to virtually explore exhibits using their PC

• Students/researchers planning to access more info about a specific exhibit

• Curators• Public Engagement

specialists• Content & learning

specialists• Tour guides/

coordinators• Researchers & research

assistants• e-resources officers• Digitisers• Software developers

• Education Program Specialist / Education Coordinator

• Director for Visitor Experience

• Community Outreach Coordinator

• Director

• Publishing houses• Software companies /

app developers• Schools & educational

centres and libraries• Online higher ed. & life-

long learning and training institutions

• Research institutions, centres and councils

• Touristic establishments• Design companies• Marketing &

communications companies

Cross-institutional end users & decision makers

Top 3 archetypes /customer personas

Persona Top-3 archetype customer personas that we expect that will use our products

Persona Top-2 archetype customer personas that we expect that will take the decision to buy them

1. visitor Effie & nephew

4. University rector & museum coordinator

2. visitor A family with children planning a visit

5. Head of Education (NHMC)

3. staff A librarian (Zoi Nasta)

6.

Visitor Persona: Effie and nephew

Age: 32/ 7Gender: female/ maleOrigin: GreeceProfession: librarianEd. Level: higher education / (ed. 2nd grade)Experience with digital devices: Effie has basic computer skills and knows how to use tablet/smartphones. Nephew has basic computer skills and knows how to use smartphones

Museum specific interests: “My nephew loves animals and dinosaurs and I believe that Natural History Museum’s are great places to learn many things about them!”

Visit Preferences: “Before going to the museum I like to enter museum’s website to see if there is something new, or a special exhibition! Additionally, it would be great if museum could propose a specific activity that we could follow with my nephew.”

Name: HelenaAge: 36Gender: female Origin: PolandProfession: sales manager in a telecommunications companyEd. Level: graduate Possible disabilities: no Experience with digital devices: “Due to the nature of my job, I am exposed to all sorts of mobile devices. I own a smartphone and have recently bought my son a tablet. He finds it fascinating, and I am glad it keep him busy.”

Visitor Persona: Visitor Persona: A family with children planning a A family with children planning a

visit visit

General Interests: cooking, gardening, jogging, spending time with my son

Museum specific interests: “I am not a very big fan of museums myself, but I want to give my son the chance to try everything. Weekends are the best time for me to go out with him. He’s very active, always running around. It’s quite challenging to keep him interested in something, so I fear that I’ll end up chasing him around the museum…“

Visit Preferences: “It might help if I could get him interested in the museum before actually getting there… and then spending 1-2 hours at the museum with him. Maybe also getting him involved in some kind of activity that would keep him busy… he’s very fond of his tablet, maybe he could take it with him…“

Staff Persona: Librarian

Name: Zoi NastaAge: 32Gender: femaleOrigin: GreeceProfession: librarianEd. Level: higher education Position in the museum: Working in the museums’ library

Experience with digital devices: “I have basic computer skills, but I know how to use a Library management system. The library has an online catalogue with access to the library’s material. Additionally, museum has a rich photograph archive that has been digitized and it is available through museums’ website. “

Museum specific interests: “I’ m working in the museums’ library and what makes me happy is to provide with relative information both museums’ staff and researchers as also visitors and amateurs! In the library you can find scientific journals and old and new publications for reptiles, birds and mammals. But the treasure of the museums’ library are rare scientific books aged since 16th century. A large part of this material together with the rich photograph collection have been digitized. But unfortunately only few of them are available through the museums’ website. “

Visit Preferences: “I would be really happy if museums’ visitors would complete their tour on the museums’ exhibition by visiting also the library. I’m sure they would find many interesting information regarding the exhibits they have seen. Moreover, I would like to see all our digital collections available through the museums’ website. In that way researchers (and other) will be able to search through our rare photograph collections!

Name : Katerina VoreadouAge: 50Gender: femaleOrigin: GreeceProfession: Environmentalist/ BiologistEd. Level: higher education Position in the museum: Head of the Education department of the Natural History Museum of Crete

Decision maker: Head of Education (NHMC)

Experience with digital devices: I have basic computer skills

Museum specific interests: “I’m working at the Natural History Museum of Crete and I’m head of the educational department. What I love mostly at my work is to engage schools and families in educational activities that are revolved around the museum’s exhibits. I have a great team (6 experts) that are in close cooperation with teachers and educators in order to build activities that are connected with the curriculum. My main interest is to offer high quality activities for schools and families. I would like parents to think of the museum as a learning environment for their children, where they will have the opportunity to take part in an organised activity, or plan their visit based on their experience. In that point I really believe that new technologies and internet are the key to success!

Visit Preferences: “I would like to change peoples attitude towards museums and make them see that museums’ can be places that combine learning with creativity and entertainment! I would like families to be able to plan their visit in the museum according to their (and their children's) preferences.My main concern is to see people/visitors, spend a lot of time in the museum, visit the museums’ shop and buy staff, have a coffee. I would like to see them be exited and tell their friends. Additionally, I want to create the opportunity/reason for them to come back and visit the museum again.”

Name: SorinAge: 55Gender: maleOrigin: Romania

“As university rector, I am interested in the reputation of my institution. I view the museum as a way to attract students and show them that our institution takes education seriously. The museum hosts valuable collections and makes use of modern digital solutions that they could benefit from as students of our university.”

Decision maker: Decision maker: University rector & museum University rector & museum

coordinatorcoordinator