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stop thinking, start doing: addressing barriers to web2.0 Mike Ellis, The Science Museum, London Brian Kelly, UKOLN, University of Bath
what are we talking about? web 2.0 is.. user generated content rich, “non-weblike” environments mashups radical de-centralisation viral marketing and permission based activity collaboration creative commons
...the user experience is changing modified from “Hobby Princess” http://tinyurl.com/pmf38 reactive consumption the “basic museum tour” proactive consumption pre-visit research private production photos, text, talking public production sharing our experiences online web 2.0
this new web is nebulous: you can’t draw the same lines
user testing is important..
..BUT these are, and should be, NEW audiences
sometimes you have to inspire users – web 1994, sms etc!
“ When we talked with our users about potential Web 2.0 features we could offer on our site (blogs, wikis, etc.), they showed surprisingly little interest in them. The users we interviewed were fairly passive about the types of interactive things they would like to do on our site.” Do you know who your users are? Dana Mitroff and Katrina Alcorn / SFMOMA http://tinyurl.com/2sr22n
we can use effective design to separate “ours” from “theirs”
the reputations of the bbc, google, amazon are pretty solid
our reputation is at stake if we don’t do this
“ we’ll destroy our reputation – authority is everything to us” “ what about our brand?” “ we’ve never done it like that before”
“ It's not wrong to wonder...whether a museum site modelled after the populist photo-sharing http://www.flickr.com -- with favourite artefacts and amateur points of view -- would diminish an institution's reputation... ..the bigger question for all museums is how to flourish if they don't.” Washington Post http://tinyurl.com/mjply barrier #2: cultural and political stuff