UCL MSIN0051 • Digital Strategy & Transformation

The National Trust at a Digital Crossroads

A comprehensive strategic consulting project examining the urgent need for digital transformation in heritage conservation

Three-Phase Strategic Approach

01

Research & Insights

Comprehensive secondary research analyzing the National Trust's financial performance, customer trends, competitive landscape, industry developments, and emerging technologies.

  • Financial analysis (£766.2M revenue, declining memberships)
  • Customer behavior trends (Gen Z growth, mobile-first booking)
  • Competitive intelligence (English Heritage, Historic Royal Palaces)
  • Industry transformation (£80M RICHeS programme, digital twinning)
  • Technology assessment (IoT sensors, VR/AR, predictive analytics)
02

AI-Assisted Ideation

Generating and evaluating four customer-facing digital solutions through team brainstorming and AI collaboration using ChatGPT/Copilot.

  • Two team-generated digital solution concepts
  • Two AI-assisted solution proposals
  • Comprehensive evaluation using Digital Ideas tool
  • Scoring across feasibility, impact, and strategic fit
  • Final recommendation with strategic rationale
03

Solution Presentation

Detailed presentation of our recommended digital solution including customer journey maps, value proposition, and implementation roadmap.

  • Comprehensive solution explanation (800 words)
  • As-is and to-be customer journey maps
  • Value creation for customers and organization
  • AI capabilities and data requirements
  • 6-minute video presentation with Lumen5 summary

Strategic Imperatives

£766M
Annual Income (2024-25)
2.61M
Total Memberships (Declining)
40K+
New Gen Z Members
500+
Historic Sites Managed

Phases and Deliverables

Use the Phase tabs to access all required deliverables. Where content is not yet finalised, placeholders are clearly marked.

Phase 1

Research and Insights Gathering

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Phase 2

Ideation and Idea Evaluation

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Phase 3

Digital Solution Presentation

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