Context
The Outlook is a national platform for Australia's design and technology platform founded in 2022, built around an annual flagship conference of ~800 attendees and a year-round program of events, roundtables, and workshops.
The founders of The Outlook wanted to revive their dormant and unofficial “ambassador program” – a valued but uncoordinated group of allies who have advised on The Outlook’s curation of the event, and were advocates for promoting and uplifting conference, and more broadly, design itself.
Challenge
The Outlook had a network of past speakers, advisors, and industry contacts who were informally treated as ambassadors, but there was no "program" which helped defined expectations, formalised the relationship, or provided structure for either party make the most out of the relationship.
Before designing anything, the founders needed to understand what actually motivated these people to give their time, and what the platform would need to offer in return.
Outcome
A research report based on 12 semi-structured interviews mapping out ambassador motivations and factors to consider for sustained commitment of members.
This information will be used to design and launch the 2026-2027 cohort of ambassadors.
My role
Research and interview lead
Team
Interview assistants: Carlo Spadazzi, Stacey Le, Gazelle Eghbali, Yulie Wu
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