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Andrew LewisThe Future is IncrementalDeveloping digital services in unstable conditionsMuseumNext13 May 2013@rosemarybeetl...
Service development+DigitalRapid-releaseincremental developmentData-driven foundationYour brain today
ASSUMPTIONSDigital is disruptive
ASSUMPTIONSSystems are complex
ASSUMPTIONSProduct lifespans are short
ASSUMPTIONSUncertainty?– get over it
Change in museums and change in digitalAll museums look like this All digital is well cool and cutting-edgeTechnology chan...
Continuousdevelopmentis good forStable conditionsContinuousdevelopmentis risky forUnstable conditions
Traditional continuous development (after Christensen)Performance orquality of servicetime
Disruptive technology (after Christensen)Performance orquality of servicetimeAlternative services meetsaudience’s needEVEN...
Enough theory…
Good Good enough
Good Good enough+
Good enough Better++
Continuous development – e.g. Museum website1998 2002 2008 2013
Development of consumer technology for web1998 2002 2008 20132010For many people ,this is good enoughweb access(e.g quickl...
Ways of thinking
ComplexityUnpredictabilityUnpredictable and complexPredictable and simple Predictable but complexDigital turbulenceUnpredi...
The nature of things…
Museum characteristics+ +Collections Spaces Knowledge
Digital characteristics++ +Data Connections Devices + kit
Characteristic behaviourin different contexts
Digital characteristics++ +Data Connections Devices + kit
Mobile – user behaviour9.817.912.513.128.616.818.335.021.90510152025303540Whole site Visit Us Whats OnPercentage growth in...
Trends towards mobile web visits0%10%20%30%40%50%60%70%80%90%100%May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 J...
Most used navigation on the V&A website1243
ThinkCHARACTERISTICS
Managing digital assets
Collectionobject recordsMedia assetsEventsShop products ArticlesOpinionLearningresources
For many people, this is goodenough webaccess(e.g quickly on thesofa)DISRUPTION RISK
The heart of the matter…
digital
is
datadatadata enginerobust data engine
a robust data engineis the true heartof an efficient and scalabledigital museum service
Robustdataengine
Characteristic behaviourin different contexts
AAAARRRGH!I’m late,where the hell isthe museum?
What does incremental mean?
Continuous development – e.g. Museum website
Timeline of digital data-driven strategy at the V&A2008 2009 201320112010 2012
The nature of blog trafficBlog ABlog BBlog CBlog DBlog EA+B+D+D+E
LearningResearchArtist inResidencePostercollectionEngravedornamentV&A NetworkThe NetworkBlog post – level reuse
Feeding the machine
Digital delivery content delivery menuBuffet - Help yourselfAuto-published in normal business procedureÀ la carte - fixed ...
Make your data ready to goKeep making working stuff betterRelease and go with new features
Andrew LewisThank youhttp://linkd.in/andrewlewishttp://twitter.com/rosemarybeetleVictoria and Albert MuseumDownload this p...
The Future is Incremental
The Future is Incremental
The Future is Incremental
The Future is Incremental
The Future is Incremental
The Future is Incremental
The Future is Incremental
The Future is Incremental
The Future is Incremental
The Future is Incremental
The Future is Incremental
The Future is Incremental
The Future is Incremental
The Future is Incremental
The Future is Incremental
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The Future is Incremental

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Data-driven digital services are at the heart of any scaleable efficient and flexible museum development

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The Future is Incremental

  1. 1. Andrew LewisThe Future is IncrementalDeveloping digital services in unstable conditionsMuseumNext13 May 2013@rosemarybeetleVictoria and Albert Museum
  2. 2. Service development+DigitalRapid-releaseincremental developmentData-driven foundationYour brain today
  3. 3. ASSUMPTIONSDigital is disruptive
  4. 4. ASSUMPTIONSSystems are complex
  5. 5. ASSUMPTIONSProduct lifespans are short
  6. 6. ASSUMPTIONSUncertainty?– get over it
  7. 7. Change in museums and change in digitalAll museums look like this All digital is well cool and cutting-edgeTechnology changes fast and unpredictably
  8. 8. Continuousdevelopmentis good forStable conditionsContinuousdevelopmentis risky forUnstable conditions
  9. 9. Traditional continuous development (after Christensen)Performance orquality of servicetime
  10. 10. Disruptive technology (after Christensen)Performance orquality of servicetimeAlternative services meetsaudience’s needEVEN IF THEY ARE NOT“AS GOOD” AS YOURSDISRUPTION OCCURS
  11. 11. Enough theory…
  12. 12. Good Good enough
  13. 13. Good Good enough+
  14. 14. Good enough Better++
  15. 15. Continuous development – e.g. Museum website1998 2002 2008 2013
  16. 16. Development of consumer technology for web1998 2002 2008 20132010For many people ,this is good enoughweb access(e.g quickly on thesofa)DISRUPTION RISKWhat do audiencesthink is “good enough”web on their accessdevice of choice?
  17. 17. Ways of thinking
  18. 18. ComplexityUnpredictabilityUnpredictable and complexPredictable and simple Predictable but complexDigital turbulenceUnpredictable and simple
  19. 19. The nature of things…
  20. 20. Museum characteristics+ +Collections Spaces Knowledge
  21. 21. Digital characteristics++ +Data Connections Devices + kit
  22. 22. Characteristic behaviourin different contexts
  23. 23. Digital characteristics++ +Data Connections Devices + kit
  24. 24. Mobile – user behaviour9.817.912.513.128.616.818.335.021.90510152025303540Whole site Visit Us Whats OnPercentage growth in use of V&A website on mobile devices (phones and tablets)Jan-12 Jul-12 Jan-13
  25. 25. Trends towards mobile web visits0%10%20%30%40%50%60%70%80%90%100%May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13V&A Visit Us pages% of Mobile device (May 2011 – April 2013mobile non-mobile
  26. 26. Most used navigation on the V&A website1243
  27. 27. ThinkCHARACTERISTICS
  28. 28. Managing digital assets
  29. 29. Collectionobject recordsMedia assetsEventsShop products ArticlesOpinionLearningresources
  30. 30. For many people, this is goodenough webaccess(e.g quickly on thesofa)DISRUPTION RISK
  31. 31. The heart of the matter…
  32. 32. digital
  33. 33. is
  34. 34. datadatadata enginerobust data engine
  35. 35. a robust data engineis the true heartof an efficient and scalabledigital museum service
  36. 36. Robustdataengine
  37. 37. Characteristic behaviourin different contexts
  38. 38. AAAARRRGH!I’m late,where the hell isthe museum?
  39. 39. What does incremental mean?
  40. 40. Continuous development – e.g. Museum website
  41. 41. Timeline of digital data-driven strategy at the V&A2008 2009 201320112010 2012
  42. 42. The nature of blog trafficBlog ABlog BBlog CBlog DBlog EA+B+D+D+E
  43. 43. LearningResearchArtist inResidencePostercollectionEngravedornamentV&A NetworkThe NetworkBlog post – level reuse
  44. 44. Feeding the machine
  45. 45. Digital delivery content delivery menuBuffet - Help yourselfAuto-published in normal business procedureÀ la carte - fixed menuChoice is simply how many of eachDigital content programmeSpecials – not on the menuPossible at chef’s discretionNew technologies
  46. 46. Make your data ready to goKeep making working stuff betterRelease and go with new features
  47. 47. Andrew LewisThank youhttp://linkd.in/andrewlewishttp://twitter.com/rosemarybeetleVictoria and Albert MuseumDownload this presentation:V&A Digital Media blog:slideshare.net/AndrewLVandAwww.vam.ac.uk/digitalmedia

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