Royal Botanic Gardens
The Royal Botanic Gardens Victoria is one of the world’s renowned botanic gardens and one of Australia's biggest tourist destinations.
The gardens boast an award winning collection, respected scientific reputation and is a cherished piece of Melbourne’s culture and history.
The Royal Botanic Gardens partnered with Monkii to create a digital customer engagement strategy for the organisation. This crucial, transformational UX/CX project aim was to help them understand and engage more effectively with their visitors, uncover pain points and barriers as well as highlighting opportunities that could be leveraged for visitors to have a richer experience with their Gardens.
— 24 one-on-one interviews
— 4 days on-site Melbourne & Cranbourne
— 6 stakeholder workshops
- An understanding of the Gardens touchpoints and current state visitor experience at both the Cranbourne and Melbourne Gardens
- Comprehensive digital audit across web, ticketing, social, donations and other digital touchpoints.
- A framework to understand the different levels of experience across the Gardens
- A digital roadmap to guide investment over the coming years from web to ticketing to on-site interpretation and experience.
An end-to-end understanding
Through pairing on-site observations and visitor interviews with insights from stakeholders including its Visitor experience, Engagement & Marketing teams we were able to develop insights into what role the Gardens play in peoples’ lives as one of Melbourne’s largest attractions. This work was then able to inform a rigorous audit, analytics review and heuristic evaluation of its digital channels to understand the role they play in this context.
Partnering for long term success
The digital strategy is only as good as the action it brings and we now find ourselves in the most exciting stage - turning conceptual insights into real measurable results.
After presenting the strategy as an in-depth future state experience map to the team at the Gardens we are now working on the first of three key phases that will meet the needs of both the Gardens visitors and its mission of safeguarding plants for people and the planet.