museums go mobile: start designing the service, not the website
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Guardian Culture Professionals article here - http://www.theguardian.com/culture-professionals-network/culture-professionals-blog/2014/may/16/mobile-museums-design-services-websites The truth is that mobile isn't working for museums in the way we imagined. It's not the silver bullet. We've made apps that haven't been downloaded. We created handheld guides that don't get used and the perennial question of can mobile deliver pre- and post- visits still hangs in the air. So it is time to right mobile off? Or, perhaps now is the right time to think about mobile in a different way. What do our visitors needs and behaviours show us about how they think and use our museums? How can we interpret these to design services that are truly transformative? What tools and processes can we use to make mobile a fully integrated part of the service offered by a museum? Taking a look at what happens when we stop designing a mobile products and start using mobile as tool in the design for a whole service.TRANSCRIPT
Frankly, Green + Webb t: @lindsey_green @franklyGWCreated for: Presented by: Date issued:Museums Get Mobile Lindsey Green May 2014
Frankly, Green + Webb t: @lindsey_green @franklyGW
Frankly, Green + Webb t: @lindsey_green @franklyGW
Frankly, Green + Webb t: @lindsey_green @franklyGW
Mobile products are built because a decision was
taken to create mobile
Frankly, Green + Webb t: @lindsey_green @franklyGW
Mobile
doesn’t work
We won’t use mobile again
Frankly, Green + Webb t: @lindsey_green @franklyGW
A poor work man blames his
tools?
Frankly, Green + Webb t: @lindsey_green @franklyGW
Frankly, Green + Webb t: @lindsey_green @franklyGW
What’s the definition of the thing we have to
design before we choose which tool is the
right one?
Frankly, Green + Webb t: @lindsey_green @franklyGW
Frankly, Green + Webb t: @lindsey_green @franklyGW
“There has been a reinvention of the internet and the
behaviour of users in the last few years. Digital services
are now more agile, open and cheaper. To take advantage of
these changes, government needs to move to a ‘service
culture’, putting the needs of citizens ahead of
those of departments.”
Martha Lane Fox, 2010 letter to Francis Maude
regarding the review of the government’s web offering
Frankly, Green + Webb t: @lindsey_green @franklyGW
Frankly, Green + Webb t: @lindsey_green @franklyGW
8.Build digital services,
not websites
Our service doesn’t begin and end at our website. It might
start with a search engine and end at the post office. We
need to design for that, even if we can’t control it. And we
need to recognise that some day, before we know it, it’ll be
about different digital services again.
Frankly, Green + Webb t: @lindsey_green @franklyGW
Frankly, Green + Webb t: @lindsey_green @franklyGW
Design the service
1. Shifts the focus to visitor needs
2. Allows the digital solution to be more
successful
Frankly, Green + Webb t: @lindsey_green @franklyGW
Frankly, Green + Webb t: @lindsey_green @franklyGW
Frankly, Green + Webb t: @lindsey_green @franklyGW
Frankly, Green + Webb t: @lindsey_green @franklyGW
Frankly, Green + Webb t: @lindsey_green @franklyGW
Visitor Services
Curatorial
Formal Learning
Informal
Adult
Learning
Informal
Family
Learning
Security
Retail
Membership
Marketing
and Communications
Digital
ITPublications
Travel trade
Collections
Rights management
Senior management
Frankly, Green + Webb t: @lindsey_green @franklyGW
Suggested Tools
1. The Digital Service Manifesto
2. The Visitor Journey Map
Frankly, Green + Webb t: @lindsey_green @franklyGW
Suggested Tools
1. The Digital Service Manifesto
2. The Visitor Journey Map
Frankly, Green + Webb t: @lindsey_green @franklyGW
Manifesto
“A public declaration of intentions, opinions, or motives, as
one issued by a government, sovereign, or organisation.”
Dictionary.com
Goals/Objectives
Shared
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IWM Families
service
Frankly, Green + Webb t: @lindsey_green @franklyGW
1. Keep it focused on the visitor
2. What should a digital service for [audience] be?
3. Get the right people in the room that are directly
effected
1. Everyone is an expert with insights to offer.
2. Create rules for the discussion.
3. Commit to manifesto points must be agreed or put aside
to be investigated
4. Spend time digging deep and clarifying
Service led focus
Debate
Outcomes
1. Agree that it’s ok for their to be no digital
service
2. Share it with the whole organisation and ask for
input
Frankly, Green + Webb t: @lindsey_green @franklyGW
Suggested Tools
1. The Digital Service Manifesto
2. The Visitor Journey Map
Frankly, Green + Webb t: @lindsey_green @franklyGW
Frankly, Green + Webb t: @lindsey_green @franklyGW
In-gallery
Frankly, Green + Webb t: @lindsey_green @franklyGW
Visitor journey
Frankly, Green + Webb t: @lindsey_green @franklyGW
Frankly, Green + Webb t: @lindsey_green @franklyGW
Frankly, Green + Webb t: @lindsey_green @franklyGW
Frankly, Green + Webb t: @lindsey_green @franklyGW
What we’ve learnt from this approach
1. Service focus is a user needs focus
2. Focus on user needs can help make strategic changes
3. The strength in digital lies in understanding the user needs
and the context of those needs
4. Tools should focus on shared understanding making things more
tangible
Frankly, Green + Webb t: @lindsey_green @franklyGW
e:
t:
@FranklyGW
@lindseygreen
Images thanks to Flickr Commons:
The hidden treasures of the Worlds Public Archives
http://www.flickr.com/commons
Frankly, Green + Webb t: @lindsey_green @franklyGW
If you’re wanting help thinking more about this and
the other opportunities and challenges around
digital interpretation – get in touch.
Our work is a mixture of:
• Design research for helping understand how
audiences use digital technologies in the
cultural heritage sector
• Strategic planning and concept development -
for funding applications such as heritage
lottery funding
• Implementation i.e getting in up to our elbows
in order to help these types of projects get up
and running.
Find out more at:
http://www.franklygreenwebb.com