I just came from a meeting with the creators of the Virtual Museum of the Gulag. They were very interested in how the question of intended audience changes the kind of digital project you create. I shared my experiences with the Open Collections Program and how we initially designed the collections versus how they are designed now (for a different audience).
Coincidentally, my friend, Megan Hurst just released the latest issue of her journal, Glimpse, and it has a great article on the modification of Google Earth and Google Maps into Google Moon and Google Mars and how it is used by both scientists and the general public. The author, Dr. Ross A. Beyer says:
Although the primary audience for the Moon and Mars in Google Earth is the general public, we’ve added enough information to make this tool useful for scientists and engineers as well. I can’t overstate how useful it is to be able to communicate via a shared, dynamic, interactive map.
You can read the whole article here.