Making Cultural Heritage Mobile: Challenges and Possibilities
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Discusses the implications on service design that are caused by techological and social trends in mobile use are causing. ...

Discusses the implications on service design that are caused by techological and social trends in mobile use are causing.
Key note for 'Making Cultural Heritage Mobile: Challenges and Possibilities' Conference CRASSH Centre for Research in the Arts, Social Sciences and Humanities
University of Cambridge
29 November 2013

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    Making Cultural Heritage Mobile: Challenges and Possibilities Making Cultural Heritage Mobile: Challenges and Possibilities Presentation Transcript

    • Andrew Lewis Making Cultural Heritage Mobile: Challenges and Possibilities CRASSH Centre for Research in the Arts, Social Sciences and Humanities University of Cambridge 29 November 2013 Victoria and Albert Museum
    • Mobile is everywhere
    • Mutation
    • Web access is mutating Mobile Device Diversity - the growing variety of devices, computing styles, user contexts and interaction paradigms will make "everything everywhere" strategies unachievable. Improved JavaScript performance – Growth of HTML5 and the browser as a mainstream enterprise application development environment. The Era of Personal Cloud - The personal cloud era will mark a power shift away from devices toward services. The Internet of Everything - expanding beyond PCs and mobile devices into enterprise assets such as field equipment, and consumer items such as cars and televisions. Gartner. The Top 10 Strategic Technology Trends for 2014. (October 2013)
    • Challenges – 1 Consumer tech landscape
    • Let’s talk about computers
    • Mobile internet devices will outnumber the global human population by the end of 2013 CISCO. Visual Networking Index: Global Mobile Data Traffic Forecast Update 2012–2017. (published February 2013)
    • £25
    • Your phone can talk with the walls
    • £20
    • Possibilities – 1 Diverse options
    • www.instructables.com/id/Psychic-Fortune-Teller-An-automaton-that-reads-t/
    • Shelley Mannion. http://www.slideshare.net/s.mannion/mideas2013-smannionar
    • Apps – the new Flash?
    • Challenges - 2 Social behaviour shifts
    • Service design is all about?
    • Visitors Audiences Users Customers Stakeholders Whatever…
    • Give people what they want
    • What people want is changed by technology Good Good enough Better
    • + Good Good enough
    • + Good enough + Better
    • There are emotional factors
    • Seb Chan. MuseumNext Amsterdam, May 2013.
    • Unpredictable Unpredictable and simple Simple Unpredictable and complex We are here :) Predictable and simple Complex Predictable but complex Predictable
    • Possibilities - 2 Disruption opportunities
    • Think characteristics
    • Heavy Rough Orangey Porous Flat Hand-sized Stable on each side Dense material Quite soft Cheap characteristics brick
    • Takes photos Has a clock Allows remote speech Has a rechargeable battery Quite light, easily breakable Pocket sized Touch enabled, finger-sized Expensive Valuable Has model-specific features characteristics phone
    • It’s all about…
    • Augmented reality? Apps? Mobile? Mobile Tablets? Location-based services? NO – it’s about context…
    • Google. The New Multi-Screen World. Understanding cross-platform consumer behaviour (published August 2012)
    • Google. The New Multi-Screen World. Understanding cross-platform consumer behaviour (published August 2012)
    • Mobile access has mutated More than half of UK adults own a smartphone Just over half (53%) of all UK adults are regular media multitaskers i.e. they use other web devices while watching TV weekly or more often Tablet owners significantly more likely than average to multitask with other media while watching TV (81%) OFCOM. Communications Market Report 2013. (published August 2013)
    • Possibilities - 3 Data driven means scalable
    • Hand-built web has become unmanageable
    • data data Data engine Web API = portable data
    • Objects Tools + Knowledge standards Records Secure Storage Connectivity
    • Media assets Learning resources Events Collection object records Staff knowledge Shop products Customer behaviour data
    • Web connectivity makes your data portable For efficiency and responsiveness to the chaos of consumer digital change
    • Mobile STC Furniture gallery digital label Search the Collections (STC) Digital map Website auto-display module One chair. One authoritative Atdigital five uses least asset.
    • Collection data fed via web API V&A Digital Map – optimised for enjoyable discovery on a tablet www.vam.ac.uk/map
    • Event data fed via web API V&A Digital Map – optimised for enjoyable discovery on a tablet www.vam.ac.uk/map
    • Optimised for enjoyable discovery on a tablet because… • Tablet ownership by UK adults doubled 2012 to 2013 to 24%* • More than a third of V&A visitors own a tablet device (above national average)+ • One in ten households has more than one tablet* • Bedrooms, and main TV rooms, are popular locations to use a tablet* • Main tablet uses - ‘Entertainment’ and (50%) ‘easy access to the internet’ (45%)* Tablets are the most enjoyable way to leisurely browse the web * OFCOM. Communications Market Report 2013. (published August 2013) + V&A Mobile usage visitor survey, 2012. Commissioned by V&A Digital Media and Learning departments and conducted by Fusion/Frankly Green and Webb
    • A pleasurable way to discover what’s in, and what’s on at, the V&A • Familiar gesture-based controls - Pinch and zoom, drag-and-drop, etc • Feels like an app, but it’s an html5 web page • SVG images zoom with no loss of quality, responsive on large screens www.vam.ac.uk/map
    • Shortlisted for User Experience UK Awards 2013 www.vam.ac.uk/map
    • Also works on phones (for at least 95% of V&A mobile web users) V&A mobile web access • • • • • iPhone Android iOS 75% Android 21% BlackBerry 1% Windows Phone 1% Also-rans… 2%
    • Augmented reality? Apps? Mobile? Mobile Tablets? Location-based services? NO – it’s about context…
    • Visit-planning content mapped to consumer device use 1. 2. 3. 4. Visit Us What’s On Exhibitions All Visits Desktop Mobile August 2011 – August 2013 Tablet
    • Digital elements of a museum visit… screen use is contextual Awareness Discovery Journey Activity: social digital Location: anywhere Screen: mobile Activity: leisurely discovery Location: home Screen: tablet Activity: wayfinding Location: on the move Screen: mobile Activity: leisurely discovery Location: Museum Screen – provided + user’s Mobile optimised Visit Us page The awesome V&A Twitter, Facebook, etc Digital map, What’s On Being here
    • 275% increase in tablet use of V&A What’s On feature Dec 2011 – August 2013
    • 15% of access to V&A Map page via tablet August 2013
    • Navigation people use when planning a visit Other 13.4% General content 8.5% Visit practicalities 41.3% Finding out what is on 36.8% www.vam.ac.uk/b/blog/digital-media/google-analytics-event-tracking
    • Visitor Information– mobile heavy content
    • Part of the bigger strategic move to mobile-optimisation V&A mobile access Oct 2013 Visit Us page • Desktop 57% • Mobile 25% • Tablet 17%
    • http://www.vam.ac.uk/b/blog/digital-media/google-analytics-event-tracking
    • Research reports are listed here :) www.vam.ac.uk/b/blog/digital-media/mobile-research-resources
    • Mobile arrived ages ago Understand, but don’t lead with technology Lead with user experience design Look at social trends Accept you can’t do it all- prioritise Data, data, data You are not alone www.vam.ac.uk/digitalmedia
    • Andrew Lewis http://linkd.in/andrewlewis http://twitter.com/rosemarybeetle V&A Digital Media blog: www.vam.ac.uk/digitalmedia Download this presentation: slideshare.net/AndrewLVandA Thank you Victoria and Albert Museum