Developing a digital strategy entails auditing current capabilities, identifying opportunities, establishing clear objectives, and creating a clear roadmap to achieve them. Over two decades, I have had the privilege to define and drive the digital strategy at three remarkable organizations.
GIRL SCOUTS OF THE USA
At the headquarters of the national Girl Scouts movement, I led the development of a digital user experience strategy. After a year of interviewing and collaborating with over 150 staff, we produced a unified Digital User Experience Toolkit that defined in a more streamlined way who our more than five dozen digital products were designed for and what they were experiencing as they used them. Using personas, experience maps, service ecology maps, and more, it made the complex accessible to help the voice of the customer inform digital design practices and advance business objectives.
AMERICAN MUSEUM OF NATURAL HISTORY
At the American Museum of Natural History I developed the Digital Youth Learning Strategy for after school programming, focusing on two strands: leveraging digital tools used by scientists within an educational youth content and re-purposing the educational affordances of popular digital tools (like video games). I then oversaw the implementation of this strategy, launching 66 new (or modified) programs over four years, reaching 1,700 youth within these courses and, through projects they generated, an additional 17,000 visitors within the Museum’s halls and 63,000 people online.
GLOBAL KIDS, INC.
For a dozen years at Global Kids, Inc. I developed and refined a digital learning strategy that innovated digital media programs for students in New York City public schools to develop into global citizens. The cornerstone of this strategy was identifying both popular digital activities or emerging digital engagement and leveraging them to enable youth to learn media production skills and put their powerful voices out in the world. To support this strategy I raised over $5M from new sources, oversaw the development of dozens of innovative digital youth media programs, and scaled the work to four states and within a wide range of informal learning institutions (e.g. museums, libraries, juvenile jails).