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Digital Media at the V&AAndrew LewisTyne & Wear Archives & MuseumsBits 2 Blogs, 19 March 2013linkd.in/andrewlewis@rosemary...
This session these issues This session will cover will cover…• Organisational governance and structure• Digital Media cont...
A journey
Strategy             Governance             IterateImplementation     Measurement
Governance
Governance….
Organisational governance
Digital Governance –agreed March 2012 New governance for digital processes March 2012
Trustee’s Technology Strategy Committee - role • Ensure best practice in digital • Agree, review and steer projects within...
Trustee’s Technology Strategy Committee - scope • Digital output and content • ICT infrastructure • Creation of digital as...
Aligning departmental structure
Digital Media restructuring July 2012
Defining content process
Content commissioning workflow
Strategy
Developing strategic guidelines
Technical strategic guidelines• Be audience focussed• Use open data-driven as default• Mobile first• Use short planning cy...
Implementation
Change is dauntingNow                  Future
Rationalising services
V&A website landscape March 2012
V&A projected website landscape
You have to start somewhere
Targeted areas for 6-12 month action
Tough Love
Change requires hard decisions andeffort• Restructured digital media department• Department staff reduced by 30%• Closed d...
Shiny new things
New services or enhancements• Iterations of responsive design for mobile   •   Main pages, Home page, July 2012   •   What...
Responsive mobile website - July 2012
Mobile – user behaviour
Technical strategic guidelines  • Be audience focussed  • Use open data-driven as default  • Mobile first  • Use short pla...
The Network   www.vam.ac.uk/b/blog/network
The Network – multiple-feed news blog
The Network    Learning                             Artist in ResidencePoster collection             Engraved ornament    ...
Technical strategic guidelines  • Be audience focussed  • Use open data-driven as default  • Mobile first  • Use short pla...
Evidence
Beginners guide to using analytics                    = good, right?
Technical strategic guidelines  • Be audience focussed  • Use open data-driven as default  • Mobile first  • Use short pla...
Using Analytics to understand users2   1          5                             4        3
8,961 visits from here                         18,961 visits from same                         header link on ALL pages   ...
Asking users to understand users                Survey visitors to the V&A Autumn 2012                •People turn off dat...
Organisations are systems     Strategy             Governance                Iterate  Implementation      Measurement
A journey
Digital Media at the V&A Andrew LewisThank you www.vam.ac.uk/digitalmediaVictoria and Albert Museum
Digital Media at the V&A, Bits2Blogs, Newcastle, 2013
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Digital Media at the V&A, Bits2Blogs, Newcastle, 2013

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Review of the current thinking and strategic approaches being adopted by the Digital Media department of the V&A in their work of creating public-facing digital media services.

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  • Information scientist with 11 years managing projects and live digital services in museums and public libraries. BSc Cybernetics & Control Engineering, MSc Information and Library Studies, chartered librarian, makes stuff… Joined the Victoria and Albert Museum in 2008. Currently Digital Content Delivery Manager, previously Senior Web Content Manager. Projects – large-scale website redesign, content programme management, self-issue services, automated telephone renewal systems, public access computer services, online information, game development, SMART cards, multi-authority procurement and digitisation projects, etc.
  • New digital governance agreed March 2012 Trustee
  • Information scientist with 11 years managing projects and live digital services in museums and public libraries. BSc Cybernetics & Control Engineering, MSc Information and Library Studies, chartered librarian, makes stuff… Joined the Victoria and Albert Museum in 2008. Currently Digital Content Delivery Manager, previously Senior Web Content Manager. Projects – large-scale website redesign, content programme management, self-issue services, automated telephone renewal systems, public access computer services, online information, game development, SMART cards, multi-authority procurement and digitisation projects, etc.
  • Transcript of "Digital Media at the V&A, Bits2Blogs, Newcastle, 2013"

    1. 1. Digital Media at the V&AAndrew LewisTyne & Wear Archives & MuseumsBits 2 Blogs, 19 March 2013linkd.in/andrewlewis@rosemarybeetleVictoria and Albert Museum
    2. 2. This session these issues This session will cover will cover…• Organisational governance and structure• Digital Media content-delivery strategies• Technical implementation of digital services 1. Developing new services 2. Rationalising legacy systems• Using evidence of user needs to develop services
    3. 3. A journey
    4. 4. Strategy Governance IterateImplementation Measurement
    5. 5. Governance
    6. 6. Governance….
    7. 7. Organisational governance
    8. 8. Digital Governance –agreed March 2012 New governance for digital processes March 2012
    9. 9. Trustee’s Technology Strategy Committee - role • Ensure best practice in digital • Agree, review and steer projects within an overarching digital programme • Check design integrity of digital output
    10. 10. Trustee’s Technology Strategy Committee - scope • Digital output and content • ICT infrastructure • Creation of digital assets
    11. 11. Aligning departmental structure
    12. 12. Digital Media restructuring July 2012
    13. 13. Defining content process
    14. 14. Content commissioning workflow
    15. 15. Strategy
    16. 16. Developing strategic guidelines
    17. 17. Technical strategic guidelines• Be audience focussed• Use open data-driven as default• Mobile first• Use short planning cycles and defined product lifespans• Make faster, smaller changes to services• Separate content programming from delivery design• Have clear governance and processes• Objective-based planning/ evidence-based review• A strategic direction not a fixed destination
    18. 18. Implementation
    19. 19. Change is dauntingNow Future
    20. 20. Rationalising services
    21. 21. V&A website landscape March 2012
    22. 22. V&A projected website landscape
    23. 23. You have to start somewhere
    24. 24. Targeted areas for 6-12 month action
    25. 25. Tough Love
    26. 26. Change requires hard decisions andeffort• Restructured digital media department• Department staff reduced by 30%• Closed down 50+ legacy microsites• Closed down 100+ legacy interactives• Migrated main CMS to the Cloud• Migrated media store off site
    27. 27. Shiny new things
    28. 28. New services or enhancements• Iterations of responsive design for mobile • Main pages, Home page, July 2012 • What’s On, Search pages, November 2012• The Network – multiple-feed news blog• Launched calendar app• Improved What’s On design• Rolling out branded V&A font on web pages• Data-driven digital labels• Launched 100 Plays theatre app
    29. 29. Responsive mobile website - July 2012
    30. 30. Mobile – user behaviour
    31. 31. Technical strategic guidelines • Be audience focussed • Use open data-driven as default • Mobile first • Use short planning cycles and defined product lifespans • Make faster, smaller changes to services • Separate content programming from delivery design • Have clear governance and processes • Objective-based planning/ evidence-based review
    32. 32. The Network www.vam.ac.uk/b/blog/network
    33. 33. The Network – multiple-feed news blog
    34. 34. The Network Learning Artist in ResidencePoster collection Engraved ornament Research
    35. 35. Technical strategic guidelines • Be audience focussed • Use open data-driven as default • Mobile first • Use short planning cycles and defined product lifespans • Make faster, smaller changes to services • Separate content programming from delivery design • Have clear governance and processes • Objective-based planning/ evidence-based review
    36. 36. Evidence
    37. 37. Beginners guide to using analytics = good, right?
    38. 38. Technical strategic guidelines • Be audience focussed • Use open data-driven as default • Mobile first • Use short planning cycles and defined product lifespans • Make faster, smaller changes to services • Separate content programming from delivery design • Have clear governance and processes • Objective-based planning/ evidence-based review
    39. 39. Using Analytics to understand users2 1 5 4 3
    40. 40. 8,961 visits from here 18,961 visits from same header link on ALL pages (includes home page) 21,089 visits from hereslidesha.re/ZoOiOr
    41. 41. Asking users to understand users Survey visitors to the V&A Autumn 2012 •People turn off data to save money •60% of people use a SMART phone to enhance their visit •People bring their phones, but not their tablets Full report free to download on V&A Digital Media blog www.vam.ac.uk/digitalmedia
    42. 42. Organisations are systems Strategy Governance Iterate Implementation Measurement
    43. 43. A journey
    44. 44. Digital Media at the V&A Andrew LewisThank you www.vam.ac.uk/digitalmediaVictoria and Albert Museum
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