Andrew Lewis

Making Cultural Heritage Mobile:
Challenges and Possibilities
CRASSH Centre for Research in the Arts, Social...
Mobile is everywhere
Mutation
Web access is mutating
Mobile Device Diversity - the growing variety of devices, computing styles, user contexts and
inter...
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:
Glob...
£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...
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 ...
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 m...
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 da...
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 c...
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...
A pleasurable way to discover what’s in, and what’s on at, the V&A

• Familiar gesture-based controls - Pinch and zoom, dr...
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%...
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

Mobi...
Digital elements of a museum visit… screen use is contextual
Awareness

Discovery

Journey

Activity: social digital
Locat...
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...
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 ...
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
...
Andrew Lewis

http://linkd.in/andrewlewis

http://twitter.com/rosemarybeetle
V&A Digital Media blog:

www.vam.ac.uk/digita...
Making Cultural Heritage Mobile: Challenges and Possibilities
Making Cultural Heritage Mobile: Challenges and Possibilities
Making Cultural Heritage Mobile: Challenges and Possibilities
Making Cultural Heritage Mobile: Challenges and Possibilities
Making Cultural Heritage Mobile: Challenges and Possibilities
Making Cultural Heritage Mobile: Challenges and Possibilities
Making Cultural Heritage Mobile: Challenges and Possibilities
Making Cultural Heritage Mobile: Challenges and Possibilities
Making Cultural Heritage Mobile: Challenges and Possibilities
Making Cultural Heritage Mobile: Challenges and Possibilities
Making Cultural Heritage Mobile: Challenges and Possibilities
Making Cultural Heritage Mobile: Challenges and Possibilities
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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.
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

  1. 1. 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
  2. 2. Mobile is everywhere
  3. 3. Mutation
  4. 4. 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)
  5. 5. Challenges – 1 Consumer tech landscape
  6. 6. Let’s talk about computers
  7. 7. 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)
  8. 8. £25
  9. 9. Your phone can talk with the walls
  10. 10. £20
  11. 11. Possibilities – 1 Diverse options
  12. 12. www.instructables.com/id/Psychic-Fortune-Teller-An-automaton-that-reads-t/
  13. 13. Shelley Mannion. http://www.slideshare.net/s.mannion/mideas2013-smannionar
  14. 14. Apps – the new Flash?
  15. 15. Challenges - 2 Social behaviour shifts
  16. 16. Service design is all about?
  17. 17. Visitors Audiences Users Customers Stakeholders Whatever…
  18. 18. Give people what they want
  19. 19. What people want is changed by technology Good Good enough Better
  20. 20. + Good Good enough
  21. 21. + Good enough + Better
  22. 22. There are emotional factors
  23. 23. Seb Chan. MuseumNext Amsterdam, May 2013.
  24. 24. Unpredictable Unpredictable and simple Simple Unpredictable and complex We are here :) Predictable and simple Complex Predictable but complex Predictable
  25. 25. Possibilities - 2 Disruption opportunities
  26. 26. Think characteristics
  27. 27. Heavy Rough Orangey Porous Flat Hand-sized Stable on each side Dense material Quite soft Cheap characteristics brick
  28. 28. 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
  29. 29. It’s all about…
  30. 30. Augmented reality? Apps? Mobile? Mobile Tablets? Location-based services? NO – it’s about context…
  31. 31. Google. The New Multi-Screen World. Understanding cross-platform consumer behaviour (published August 2012)
  32. 32. Google. The New Multi-Screen World. Understanding cross-platform consumer behaviour (published August 2012)
  33. 33. 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)
  34. 34. Possibilities - 3 Data driven means scalable
  35. 35. Hand-built web has become unmanageable
  36. 36. data data Data engine Web API = portable data
  37. 37. Objects Tools + Knowledge standards Records Secure Storage Connectivity
  38. 38. Media assets Learning resources Events Collection object records Staff knowledge Shop products Customer behaviour data
  39. 39. Web connectivity makes your data portable For efficiency and responsiveness to the chaos of consumer digital change
  40. 40. 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.
  41. 41. Collection data fed via web API V&A Digital Map – optimised for enjoyable discovery on a tablet www.vam.ac.uk/map
  42. 42. Event data fed via web API V&A Digital Map – optimised for enjoyable discovery on a tablet www.vam.ac.uk/map
  43. 43. 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
  44. 44. 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
  45. 45. Shortlisted for User Experience UK Awards 2013 www.vam.ac.uk/map
  46. 46. 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%
  47. 47. Augmented reality? Apps? Mobile? Mobile Tablets? Location-based services? NO – it’s about context…
  48. 48. 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
  49. 49. 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
  50. 50. 275% increase in tablet use of V&A What’s On feature Dec 2011 – August 2013
  51. 51. 15% of access to V&A Map page via tablet August 2013
  52. 52. 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
  53. 53. Visitor Information– mobile heavy content
  54. 54. Part of the bigger strategic move to mobile-optimisation V&A mobile access Oct 2013 Visit Us page • Desktop 57% • Mobile 25% • Tablet 17%
  55. 55. http://www.vam.ac.uk/b/blog/digital-media/google-analytics-event-tracking
  56. 56. Research reports are listed here :) www.vam.ac.uk/b/blog/digital-media/mobile-research-resources
  57. 57. 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
  58. 58. 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
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