Ashmolean Museum
Developing a Sustainable Digital Audience Engagement Programme
Cristiano Bianchi
Adrian Cooper
Keepthinki...
Agenda

Collections Engagement Project
‣
‣
‣

project background
key objectives

‣
‣
‣

audience segmentation

‣

developi...
who we are

combines strategy, consulting,
software development and digital design in a
single agency.
who we are
the project

The project
‣

Development of collection engagement strategy and
operational plan

‣
‣
‣

Keepthinking (proje...
the project

Background
‣
‣
‣
‣

The world’s first public museum (1683)
Major redevelopment in 2009

‣
‣

Now shift focus t...
the project

Project rationale
‣
‣
‣
‣
‣

Over 1,000,000 objects
30% digitised
5% online
No common standards for content o...
the project

Collections online
34 separate interfaces
no common platform
the project

Project rationale
‣
‣
‣

Meet audience needs
Combine funding, staffing and other resources to deliver
Success ...
the project

Objectives & outcomes
‣
‣
‣

Who are the museum’s audiences?
What do they want?
How do we deliver it?
the project

approach & process

Project inception

Client workshop

Review evidence

Define audiences

KT, IH, MHM

MHM, I...
audience segmentation

Audience segmentation
‣
‣
‣
‣

Best practice research
User modes and persona
Meeting the needs and ...
audience segmentation

Audience segmentation by type
‣

9 audience groups

‣
‣
‣
‣
‣
‣
‣
‣
‣

families
general visitors
co...
audience segmentation

Audience segmentation by behaviour
concept development

Concept development
‣
‣
‣
‣

Analysed current best practice
Developed ideas
Concept testing
Prototype...
concept development

Developing ideas
‣

Looked at what each user mode might need to engage

‣
‣
‣
‣
‣
‣
‣
‣
‣
‣

learn
se...
concept development

Stages of discovery
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4 stages of discovery

‣
‣
‣
‣

get to the object
at the object
interaction wi...
concept development

prototypes
concept development

prototypes
concept development

prototypes
concept development

prototypes
user evaluation

User evaluation results
‣
‣
‣
‣

Most visitors not actively looking for online collections
Expectations b...
user evaluation

Content/Context

Reaction graph
user evaluation

Who needs what?

reaction graph
Stage 1
Get to the object

Make the objects seen

‣
‣
‣

Coming across the objects
Intentional / unintentional discovery
A...
user evaluation

Stage 1
Get to the object:
Browsers
user evaluation

Stage 1
Get to the object:
Browsers

Essential functionalities

‣

Themed highlights

‣

Browse by collec...
user evaluation

Stage 1
Get to the object:
Browsers

Themed highlights

‣

See between 30 and 50 objects

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Have a selec...
user evaluation

Stage 1
Get to the object:
Browsers

Browse by collection, area or department

‣

Audiences are familiar ...
user evaluation

Stage 1
Get to the object:
Browsers

Interactive floor plans

‣

Relate the experience on site / online

‣...
user evaluation

Stage 1
Get to the object:
Browsers

Timeline(s)

‣

Help visitors contextualise objects

‣

Object cross...
user evaluation

Stage 1
Get to the object:
Browsers

Map(s)

‣

Another contextualising opportunity

‣

Could be combined...
user evaluation

Stage 1
Get to the object:
Browsers

What is new in the collection?

‣

What is new and relevant in the c...
user evaluation

Stage 1
Get to the object:
Followers

Essential functionalities

‣

Learn activities

‣

Selections by na...
user evaluation

Stage 1
Get to the object:
Searchers and
Researchers

Essential functionalities

‣

Search using keywords...
user evaluation

Stage 2
At the object

People have reached the object: what’s next?

‣

What can visitors do with the obj...
user evaluation

Stage 2
At the object

Essential functionalities

‣
‣
‣
‣
‣
‣
‣
‣
‣

What is it?
Location of object in th...
user evaluation

Stage 3
Interacting

Ashmolean audiences want to be involved

‣

Surprising outcomes
‣ Audiences know abo...
user evaluation

Stage 3
Interacting

Essential functionalities

‣
‣
‣
‣
‣

Share objects using social media
Download imag...
user evaluation

Stage 4
Mobile and in-gallery
interactives

Make the content more accessible

‣

Even more surprising out...
user evaluation

Stage 4
Mobile and in-gallery
interactives

Essential functionalities

‣

Collect objects for later use

...
operational plan

Developing the operational plan
‣
‣
‣
‣
‣
‣

Build on insight from the user testing
Consult with museum ...
operational plan

Developing the operational plan
‣
‣
‣
‣
‣
‣
‣

What is an overall digital strategy?
How does the collect...
operational plan

Positioning engagement

STRATEGY

5 YEAR PLAN

PROJECT A

PROJECT B

PROJECT C
operational plan

Supporting strategic aims

CONTENT
(digitisation / interpretation / context)

TECHNOLOGY INFRASTRUCTURE
...
operational plan

Developing the operational plan
‣

5-year plan

‣
‣
‣

Digital culture at the core of museum activities
...
operational plan

Content
‣

Content creation

‣
‣
‣
‣
‣

‣

‣

objects / archives
digitisation (photography / scanning / ...
operational plan

Content

HIGHLIGHTS

FULL CATALOGUE
operational plan

Content

HIGHLIGHTS

HIGHLIGHTS

TOPICS

FULL CATALOGUE
OBJECT RECORDS
operational plan

Content

Researching
context
Searching

TOPICS

TOPICS

Following
Browsing

TOPICS

OBJECT RECORDS

HIGH...
operational plan

Technology
‣

Technology selection based on agreed principles

‣
‣
‣
‣
‣
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Focussed on management and d...
operational plan

Technology

social
media
platforms

in-gallery
applications/
interactives

e-publications

apps

website...
operational plan

Technology
operational plan

Resources
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Staff and skills

‣
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Develop staff digital expertise
Fund more digital roles
Digital ...
operational plan

Strategic goals
‣

Content

‣
‣
‣

Technology

‣
‣
‣

Deliver compelling experiences to different visito...
operational plan

5-year plan
‣

Five year period

‣
‣
‣
‣
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‣
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Year 0: Planning, preparation and funding
Year 1: Desi...
operational plan

5-year plan
operational plan

Project management
Thank You.

http://www.keepthinking.it

Keepthinking London

Keepthinking New York

Keepthinking Hong Kong

43 Clerkenwell...
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MCN2013 - Ashmolean collections engagement

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MCN 2013 slides on Digital Audience Engagement Programme developed for the Ashmolean Museum in Oxford.

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MCN2013 - Ashmolean collections engagement

  1. 1. Ashmolean Museum Developing a Sustainable Digital Audience Engagement Programme Cristiano Bianchi Adrian Cooper Keepthinking
  2. 2. Agenda Collections Engagement Project ‣ ‣ ‣ project background key objectives ‣ ‣ ‣ audience segmentation ‣ developing the operational plan approach concept development user evaluation results
  3. 3. who we are combines strategy, consulting, software development and digital design in a single agency.
  4. 4. who we are
  5. 5. the project The project ‣ Development of collection engagement strategy and operational plan ‣ ‣ ‣ Keepthinking (project lead) Morris Hargreaves McIntrye (audience research) The Ashmolean Museum (content and strategy)
  6. 6. the project Background ‣ ‣ ‣ ‣ The world’s first public museum (1683) Major redevelopment in 2009 ‣ ‣ Now shift focus to digital transformation Expand Crossing Cultures, Crossing Time digitally Audience numbers quadrupled since re-opening Redisplaying objects - Crossing Cultures, Crossing Time
  7. 7. the project Project rationale ‣ ‣ ‣ ‣ ‣ Over 1,000,000 objects 30% digitised 5% online No common standards for content or technology Audience demanded more online material
  8. 8. the project Collections online 34 separate interfaces no common platform
  9. 9. the project Project rationale ‣ ‣ ‣ Meet audience needs Combine funding, staffing and other resources to deliver Success dependent on firm foundations
  10. 10. the project Objectives & outcomes ‣ ‣ ‣ Who are the museum’s audiences? What do they want? How do we deliver it?
  11. 11. the project approach & process Project inception Client workshop Review evidence Define audiences KT, IH, MHM MHM, IH MHM, KT, IH MHM, IH, KT Core team Key stakeholders/wider staff Core team Core team Project initiation Prototyping Stage 2 Research shopping list Interim reporting List of best practices Concept Testing Stage 1 Interim audience evaluation report Prototyping Stage 1 KT MHM, KT, IH MHM KT, MHM Core team Core team / stakeholders Core team Core team Questionnaires and non interactive wireframes Concept Testing Stage 2 Questionnaires Recommendations for stage 2 Analysis and reporting Operational plan MHM MHM, KT, IH IH, KT Core team Core team / stakeholders Core team / stakeholders Full audience evaluation reports and wireframes Full operational plan
  12. 12. audience segmentation Audience segmentation ‣ ‣ ‣ ‣ Best practice research User modes and persona Meeting the needs and engage specific users Compare to a physical museum visit
  13. 13. audience segmentation Audience segmentation by type ‣ 9 audience groups ‣ ‣ ‣ ‣ ‣ ‣ ‣ ‣ ‣ families general visitors core audience teens undergraduates hobbyists academic researchers primary school teachers secondary school teachers
  14. 14. audience segmentation Audience segmentation by behaviour
  15. 15. concept development Concept development ‣ ‣ ‣ ‣ Analysed current best practice Developed ideas Concept testing Prototype testing
  16. 16. concept development Developing ideas ‣ Looked at what each user mode might need to engage ‣ ‣ ‣ ‣ ‣ ‣ ‣ ‣ ‣ ‣ learn search be surprised create inspiration stimulation compare/contrast download plan visits curate ...
  17. 17. concept development Stages of discovery ‣ 4 stages of discovery ‣ ‣ ‣ ‣ get to the object at the object interaction with the object in-gallery/mobile interaction
  18. 18. concept development prototypes
  19. 19. concept development prototypes
  20. 20. concept development prototypes
  21. 21. concept development prototypes
  22. 22. user evaluation User evaluation results ‣ ‣ ‣ ‣ Most visitors not actively looking for online collections Expectations based on experiences in other (non museum) online contexts Expectations will change as technology develops Opportunity to tap brain power (online volunteering and crowdsourcing)
  23. 23. user evaluation Content/Context Reaction graph
  24. 24. user evaluation Who needs what? reaction graph
  25. 25. Stage 1 Get to the object Make the objects seen ‣ ‣ ‣ Coming across the objects Intentional / unintentional discovery Across the website / in specific section
  26. 26. user evaluation Stage 1 Get to the object: Browsers
  27. 27. user evaluation Stage 1 Get to the object: Browsers Essential functionalities ‣ Themed highlights ‣ Browse by collection area / department ‣ Interactive floor plans ‣ Timelines(s) ‣ Map(s) ‣ What is new in the collection Functionalities not required ‣ Virtual (3D) Galleries
  28. 28. user evaluation Stage 1 Get to the object: Browsers Themed highlights ‣ See between 30 and 50 objects ‣ Have a selection, but not just any selection ‣ Why are highlights... highlighted? ‣ Have several groups of highlights ‣ Crossing Cultures, Crossing Time
  29. 29. user evaluation Stage 1 Get to the object: Browsers Browse by collection, area or department ‣ Audiences are familiar with the collection ‣ Promote the overall museum theme online
  30. 30. user evaluation Stage 1 Get to the object: Browsers Interactive floor plans ‣ Relate the experience on site / online ‣ Before and after visit
  31. 31. user evaluation Stage 1 Get to the object: Browsers Timeline(s) ‣ Help visitors contextualise objects ‣ Object cross relationships ‣ Relationships to other events ‣ Scored very highly across all audience segments
  32. 32. user evaluation Stage 1 Get to the object: Browsers Map(s) ‣ Another contextualising opportunity ‣ Could be combined with timelines.
  33. 33. user evaluation Stage 1 Get to the object: Browsers What is new in the collection? ‣ What is new and relevant in the collection ‣ New object on display ‣ Event featuring collection objects
  34. 34. user evaluation Stage 1 Get to the object: Followers Essential functionalities ‣ Learn activities ‣ Selections by named people ‣ Themes that connect objects differently from the gallery ‣ You might also like Secondary functionalities ‣ Seek connections between objects Functionalities not required - Exhibitions replicated online - Collections trails
  35. 35. user evaluation Stage 1 Get to the object: Searchers and Researchers Essential functionalities ‣ Search using keywords ‣ Advanced search ‣ Search whole collection ‣ Search for items on display only ‣ Multiple sorting options Secondary functionalities ‣ Search using tags ‣ Sense of how many others like this
  36. 36. user evaluation Stage 2 At the object People have reached the object: what’s next? ‣ What can visitors do with the objects? ‣ Where can they go from there?
  37. 37. user evaluation Stage 2 At the object Essential functionalities ‣ ‣ ‣ ‣ ‣ ‣ ‣ ‣ ‣ What is it? Location of object in the gallery Experts' views Catalogue record information Large images, zoom, multimedia Other relevant content Related objects (how related?) Unexpected stories & relationships Behind the scenes content (e.g. conservation live) Secondary functionalities ‣ ‣ Related objects in other collections See quality of record Functionalities not required - Spin/rotate objects (3D view)
  38. 38. user evaluation Stage 3 Interacting Ashmolean audiences want to be involved ‣ Surprising outcomes ‣ Audiences know about your museum and its collection ‣ ‣ They would love to be able to interact and contribute Shame to miss their contribution
  39. 39. user evaluation Stage 3 Interacting Essential functionalities ‣ ‣ ‣ ‣ ‣ Share objects using social media Download images Contribute own content (e.g. research papers) Contribute to crowdsourcing project Sponsor an object (donation with a purpose) Secondary functionalities ‣ ‣ ‣ ‣ ‣ ‣ Public user profiles (log in) Star, add to favourites (log in) Tag objects Vote for objects to be highlighted or represented in the gallery Vote for objects they haven't seen in galleries and online Submit questions for curator to answer online Functionalities not required - Create educational activities Play games, compare contrast, ordering, odd one out Quizzes: identifying, seeking connections between objects
  40. 40. user evaluation Stage 4 Mobile and in-gallery interactives Make the content more accessible ‣ Even more surprising outcomes ‣ ‣ No to using (own) mobile phone at the museum Yes to multimedia and interactive applications
  41. 41. user evaluation Stage 4 Mobile and in-gallery interactives Essential functionalities ‣ Collect objects for later use Secondary functionalities ‣ Track their visit at the Museum Functionalities not required ‣ Use mobile at the Museum
  42. 42. operational plan Developing the operational plan ‣ ‣ ‣ ‣ ‣ ‣ Build on insight from the user testing Consult with museum staff Technical / organisation / staffing challenges Improve staff digital skills Manage and monitor Budget and time plan
  43. 43. operational plan Developing the operational plan ‣ ‣ ‣ ‣ ‣ ‣ ‣ What is an overall digital strategy? How does the collection engagement fit in? Technological challenges Documentation challenges Curatorial challenges Staffing and management challenges Sustainability
  44. 44. operational plan Positioning engagement STRATEGY 5 YEAR PLAN PROJECT A PROJECT B PROJECT C
  45. 45. operational plan Supporting strategic aims CONTENT (digitisation / interpretation / context) TECHNOLOGY INFRASTRUCTURE (access / innovate) RESOURCES (people / skills / funding / partnerships)
  46. 46. operational plan Developing the operational plan ‣ 5-year plan ‣ ‣ ‣ Digital culture at the core of museum activities ‣ Integrated, museum-wide programme of change ‣ ‣ Strategic goals: content, technology, resources Long-term changes Divided into manageable projects Plan as a delivery framework ‣ ...with priorities
  47. 47. operational plan Content ‣ Content creation ‣ ‣ ‣ ‣ ‣ ‣ ‣ objects / archives digitisation (photography / scanning / audio / video) Shared content creation guidelines interpretation / narrative / curation Guidelines Strategy for collaboration Sharing ‣ ‣ Sort out digital access rights Objectives ‣ ‣ High level topics and narrative... ... not departmental agendas!
  48. 48. operational plan Content HIGHLIGHTS FULL CATALOGUE
  49. 49. operational plan Content HIGHLIGHTS HIGHLIGHTS TOPICS FULL CATALOGUE OBJECT RECORDS
  50. 50. operational plan Content Researching context Searching TOPICS TOPICS Following Browsing TOPICS OBJECT RECORDS HIGHLIGHTS number of objects
  51. 51. operational plan Technology ‣ Technology selection based on agreed principles ‣ ‣ ‣ ‣ ‣ ‣ Focussed on management and delivery Separate content and delivery Short planning cycles / agile Regular releases Build in prototyping/experimentation Think mobile/tabled firs
  52. 52. operational plan Technology social media platforms in-gallery applications/ interactives e-publications apps website linked Data, shared content API collections management web content management Digital Asset Management System channels / services data access e-commerce content management asset management rights management
  53. 53. operational plan Technology
  54. 54. operational plan Resources ‣ Staff and skills ‣ ‣ ‣ ‣ Develop staff digital expertise Fund more digital roles Digital as core and not add-on Funding ‣ ‣ ‣ Funding sources Project specific vs. longer term Content and technical partnerships
  55. 55. operational plan Strategic goals ‣ Content ‣ ‣ ‣ Technology ‣ ‣ ‣ Deliver compelling experiences to different visitors Ongoing digitisation programme Museum-wide platform Manage, publish and distribute content Resources ‣ Secure funding ‣ ‣ Build team (internal/external) Find external technology and content partners
  56. 56. operational plan 5-year plan ‣ Five year period ‣ ‣ ‣ ‣ ‣ ‣ ‣ ‣ Year 0: Planning, preparation and funding Year 1: Design and user experience / develop Year 2: Release and sustain Year 3: User test and new features Year 4: User test and new features Year 5: User test and new features Overall approach is stepwise and accumulative Regular, tangible outcomes for content, technology and resources
  57. 57. operational plan 5-year plan
  58. 58. operational plan Project management
  59. 59. Thank You. http://www.keepthinking.it Keepthinking London Keepthinking New York Keepthinking Hong Kong 43 Clerkenwell Road London EC1M 5RS 244 Fifth Ave New York NY 10001 78 Bonham Strand Sheung Wan, Hong Kong +44 20 74905337 +1 212 372 7351 +852 9014 5721 info@keepthinking.it newyork@keepthinking.it hongkong@keepthinking.it
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