Wildlife Photographer of the Year (WPY) site redesign

Tender description

Why the Work is Being Done The Natural History Museum (NHM) is one of the UK’s most popular visitor attractions, with five million people visiting every year. The Wildlife Photographer of the Year (WPY) is the Museum's annual flagship exhibition. The exhibition is successful for the NHM and is one of our largest sources of income. However, the microsite poses a number of problems, including a poor customer experience and inflexibility. We have guiding principles to focus the redesign: o Make every piece of content a node to discover. o Remove friction and increase flow – both for our audiences, and internally. o Showcase our content. Problem to Be Solved 1. To convert commercially - in terms of tickets, retail, donations and membership. 2. To encourage year long interest in wildlife photography 3. To improve user journeys between the WPY microsite, the competition entry page, the captions app, the exhibition landing page on nhm.ac.uk and our booking funnel. 4. To create a cohesive experience between the WPY brand and the NHM. Who Are the Users The WPY microsite has four key external audiences: 'As a competition entrant, I need to use the microsite to submit photography to the competition' 'As an amateur photographer, I need to use the website to gain ore information on NHM's 100 winning photographs, and for inspiration' 'As a nature enthusiast, I would like to learn more about the landscapes and wildlife documented' 'As a physical exhibition visitor, I need to find out where the exhibition is, for how long it's running, how to buy tickets online, and how to translate content into another language.' Early Market Engagement We have completed two weeks of Discovery work with a digital agency which included 100 hours of stakeholder interviews and ideation workshops. We agree with all findings and suggestions. This includes the key opportunities for WPY online: o WPY has amazing brand recognition and international reputation. o It has the opportunity to become a temple and a broadcaster. o It’s a perennial topic, with peaks of interest. o Integrity rungs deep in the competition – starting with our judging panel of international experts. o We’ll aim to increase revenue, but not at any cost. And the guiding principles to help focus the redesign: o We need a deep dive into our audiences. o Make every piece of content a node to discover more. o We need to remove friction and increase flow – both for our audiences online, and within the Museum. o And finally, we need to get out of the way of our content - and make sure the photographs, our written content, and the science are easily accessible to everyone. A second sprint of work to concluded the Discovery phase and included user interviews, an element collage and high level gallery page designs. Work Already Done As well as the work already completed with an agency, we have various research papers that were informed by feedback from physical visitors to the exhibition. Existing Team The successful agency will work with our Digital Media and Marketing team (DMM), and in particular: • Product Manager, Commercial • Content Manager, Commercial • Senior Web Developer • UX Lead In addition, the successful agency will work with multiple stakeholders around the Museum: • WPY team • Communications team • Development (ie the team that works with our Partners/Sponsors • Marketing • Design • Touring • Retail • Our backend IT team • Project Office • Interpretation Current Phase Alpha Work Location Our team is based in the NHM, Cromwell Road in London. The supplier should be able to travel to the Museum as and when necessary. Working Arrangments In terms of working arrangements, we anticipate a mix off on-site and off-site working - and would require the chosen agency to work within NHM for two to three days a week. We can arrange security passes for all supplier workers. We require a team who will fully integrate with our team, sharing their knowledge and insight; working in the open and demonstrating good agile product delivery practice. This will help our internal team to build their skills as a result of this collaborative working. Security Clearance Additional T&Cs Skills & Experience Please demonstrate your skills and expertise in the following (ie case studies): Demonstrable experience delivering large-scale and image-heavy websites as part of a large multidisciplinary agile team (client-side) as a digital agency with a full complement of roles. 5% Delivering digital products that bring multiple users, sites and functions into one web presence. 2% Planning and managing a phased roll out of new website architecture and demonstrable experience of having developed a website from alpha to beta. 3% Conducting user research alongside analysing existing research to ensure good understanding of users and needs; to improve user engagement, user satisfaction and commercial conversions. 3% Experience delivering digital products as part of partnership – including with PMs, UX, UI, devs and with existing backend systems – to improve the digital product and process. 4% Providing a flexible digital product that our internal teams can update and build upon – in terms of UX, UI, content and code – to accommodate evolving business requirements. 3% Show examples of working with existing backend systems, DAMs and CMS to deliver a website section whilst also improving the process. 3% Please demonstrate your skills and experience in delivering digital services with a cultural institution or charity, or the closest equivalent. 1% Nice to Haves Please demonstrate your skills and experience in delivering digital services with a cultural institution or charity, or the closest equivalent. 1% No. of Suppliers to Evaluate 5 Proposal Criteria Relevance of proposed technical solution. 10% How the approach/solution will drive better engagement, UX, and commercial conversions. 10% Demonstrate an agile working environment. 5% Demonstrate relevant skills and expertise of the team and ability to work as a partnership. 5% Estimated timeframes: proposed programme for alpha and beta phases. 5% Relevance of identified risks and proposals for mitigating against them. 3% How the approach or solution meets user needs. 3% Cultural Fit Criteria Demonstrate how you will work with our in-house Product Managers, Content and UX/UI team, to deliver the UX and UI as a partnership. 5% Demonstrate how you will work with our developers to deliver the code as a partnership – so our team fully understands all technical decisions and no ‘silos’ are created. 5% Demonstrate how you will work with the Museum collaboratively and share your approach with the project team and wider Museum to seek actionable feedback. 5% Payment Approach Fixed price Assessment Method Written proposal Case study Reference Presentation Evaluation Weighting Technical competence 65% Cultural fit 15% Price 20% Questions from Suppliers Budget range we can spend between £80,000 to £100,000 on this project.