Fresh ideas from museums around the globe in your inbox each week
At MuseumNext Live, Nick Hodder, Assistant Director of Digital Transformation at Imperial War Museums, delivered a lively and thought-provoking presentation on what digital transformation truly means for museums today. With a mix of humour, sharp analysis, and practical advice, Hodder urged museum professionals to rethink their approach to technology and adaptability in an era of rapid change.
What Does Digital Transformation Really Mean?
Digital transformation is often an ambiguous term, conjuring everything from flashy immersive technologies like VR and blockchain to back-end systems such as CRMs and ERPs. Hodder tackled this uncertainty head-on, highlighting how the lack of a clear definition frequently undermines museum strategies.
“Digital transformation isn’t just about tools and technology—it’s about aligning those tools with what your museum wants to achieve,” Hodder explained. For museums, this could mean anything from enhancing visitor experiences to streamlining internal operations. Without a unified vision, however, efforts can feel fragmented or even counterproductive.
Why Digital Initiatives Fail—and How to Address It
Quoting research that shows up to 90% of digital transformations fail, Hodder explored the common pitfalls: poor communication, resistance to change, and a lack of digital skills. However, these surface issues, he argued, often stem from deeper problems, such as misaligned goals or insufficient understanding of audience needs.
“People don’t hate change—they hate being forced into change without agency,” he remarked, using a humorous anecdote about his mother suddenly mastering a smartphone app when it suited her interests. For museums, this translates to engaging staff and visitors in ways that resonate with their motivations.
Beyond Digital: The Adaptability Strategy
Hodder proposed a bold rethinking of museum strategy. Rather than focusing narrowly on “digital,” he called for an “adaptability strategy”—a holistic approach that prioritises agility and responsiveness across people, processes, and products.
Adaptable people, he noted, come from fostering a culture of experimentation where failure is seen as a learning opportunity, not a setback. “Failure is critical,” Hodder emphasised. “If you can’t fail, you can’t adapt.”
Adaptable processes require organisations to think iteratively, using methods like the double diamond design process to ensure they’re solving the right problems with input from real users. And adaptable products? Hodder pointed out that there’s no definitive list: “You can’t decide what you need until you understand your vision and your audience.”
What Museums Can Learn from Kodak and Blockbuster
Hodder used the cautionary tales of Kodak and Blockbuster to highlight the risks of clinging to outdated practices. Both companies had the tools and knowledge to stay ahead but failed to pivot quickly enough. Museums, he warned, could face similar fates if they don’t embrace change.
The lesson? Adaptability isn’t optional—it’s essential. “Museums might feel like they’ve been here forever, but history shows that even the most established institutions can be disrupted,” he cautioned.
Practical Steps for Museums
Hodder’s presentation wasn’t just theoretical; he left the audience with actionable advice to help future-proof their institutions:
- Start with Why: Inspired by Simon Sinek’s principles, Hodder urged museums to revisit their core purpose. “Are you just a storehouse of artefacts, or do you have a bigger mission?”
- Engage Your Audience: Build user-centred strategies by involving visitors and stakeholders in the design process.
- Adopt Iterative Approaches: Use frameworks like design thinking and DevOps to experiment, learn, and continuously improve.
- Creativity Thrives on Constraints: Hodder reminded the audience that limitations can fuel innovation, citing examples of resourceful problem-solving even in low-tech scenarios.
The Time Is Now
Hodder concluded with a powerful call to action. “We are in a time of unprecedented change. Museums need to think differently, act boldly, and embrace adaptability as a core value.” His message resonated deeply, leaving museum professionals inspired to not only adopt new technologies but also rethink their organisational cultures and strategies.
As the museum world faces both challenges and opportunities in the digital age, Hodder’s insights provided a much-needed roadmap for navigating the complexities of transformation—one that prioritises purpose, people, and adaptability above all.
