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Museums and the Web 2014: Digital Transformation in a Museum


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How to introduce Digital Transformation in a museum: IWM Case Study

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Museums and the Web 2014: Digital Transformation in a Museum

  1. 1. How to do Digital Transformation in a Museum: IWM Case Study 4 April 2014 Carolyn Royston and Simon Delafond Imperial War Museums
  2. 2. • Oldest film archive in the UK dating back to 1917 • Second largest sound archive after the BBC • Over 11 million photographs covering all aspects of modern conflict from the Crimean War to the present day • Second largest 20th Century art collection in the UK after Tate • Millions of documents, diaries, papers • Over 140,000 large objects IWM Collection
  3. 3. Digital Transformation at the Museum COM 425
  4. 4. • No digital media department • No real investment in public facing digital media • Old website no longer fit for purpose • Digital experiences in permanent galleries in need of upgrade • Little social media presence • Very complex IP and copyright issues and lack of co-ordinated approach or strategy to managing them • Extremely risk-adverse in approach to collections in the digital space 5 years ago: beginning of digital journey
  5. 5. • Establish and build the Digital Media department • Introduce a more agile approach to project delivery • Deliver a new website and collections online • Build up our social media presence • Raise the digital agenda • Not fail Our Digital Strategy 2009-2012
  6. 6. Moving from theory to practice: © IWM (TR134)
  7. 7. A new website
  8. 8. A showcase for our collections
  9. 9. Telling stories
  10. 10. • User engagement can strengthen our collection Facebook
  11. 11. • Digital Media department delivered key priority projects • Technical infrastructure in place • Maturity and confidence on social media channels • Rapid growth of department and profile raised • New digital posts appearing across the organisation – learning, marketing etc • Financial pressures driving modernisation across the museum • Organisation looking to be more entrepreneurial and maximising digital opportunities for upcoming WW1 Centenary “Digital is our most important channel going forward” – Diane Lees, Director-General, November 2012 By end of 2012:
  12. 12. Digital Transformation Strategy 2013 • Identify and deliver key digital transformation projects • Raise digital capability of staff • Changing role of Digital Media department • Introduce transformative digital processes Time to update the digital strategy
  13. 13. It’s all about the user
  14. 14.
  15. 15.
  16. 16. Agile and User Stories
  17. 17. 1. User focussed
  18. 18. 2. Regular prioritisation
  19. 19. 3. Simple solutions first
  20. 20. 4. Measurable
  21. 21. April September 5. Regular changes Design Develop Measure
  22. 22. April September Design Develop Measure Design Develop Measure 5. Regular changes
  23. 23. As a teacher, I can quickly see which part of the site is for me, so I don’t have to search for it
  24. 24. As a teacher, I can quickly see which part of the site is for me, so I don’t have to search for it
  25. 25. As a teacher, I can quickly see which part of the site is for me, so I don’t have to search for it
  26. 26. As a teacher, I can quickly see which part of the site is for me, so I don’t have to search for it
  27. 27.
  28. 28.
  29. 29. As a teacher, I can quickly see which part of the site is for me, so I don’t have to search for it
  30. 30.
  31. 31.
  32. 32. Product Management
  33. 33. • Synthesizing requirements of the project’s stakeholders into a coherent solution • But, always interrogating inspiration behind them • Voice of the end user Product Management, not Project Management
  34. 34.
  36. 36.
  37. 37. WHY
  38. 38. WHY WHY? WHY?
  39. 39. As a family in Manchester, I can see what events are on near me, so I can choose which I want to go to
  40. 40.
  41. 41.
  42. 42. Digital Transformation Projects
  43. 43. • Pace of digital projects vs pace of museum • Introducing new ways of working, disruptive for people • Museum budgeting does not fit easily with agile • Likely to hit blocks • Keep demonstrating success, strong advocacy, leadership • Stakeholder management is key Challenges
  44. 44. Web Groups and Processes • Web Updates • Web Content Meeting • Web Commissioning Group
  45. 45. Web Commissioning Group • Commissions and monitors the success of new web content • Decides what content is made, and what isn’t • Decides audience mix
  46. 46. Web Audiences • Historyphobes • Empathisers • Self developers • History enthusiasts • Experts
  47. 47. Historyphobes
  48. 48. Empathisers / Emoters
  49. 49. Self developer
  50. 50. History enthusiast
  51. 51. Expert (critic)
  52. 52. It’s all about the user
  53. 53. and it’s all about the staff
  54. 54. • An informal monthly lunchtime session • Different from traditional training • About communicating our enthusiasm for digital • Fun, enjoyable, hands-on, not be afraid • Stickers What is Computer Club?
  55. 55. • Learning to use Twitter • Making a movie on an iPad • Playing Games • Basic coding Sessions
  56. 56. Should you do it?
  57. 57. • Sessions need careful planning • Requires hardware/software • People to run the sessions • Time • Needs to sit alongside regular IT/skills development training? Challenges
  58. 58. Some of the best fun I have had at the museum in years.” “I wanted to say how great this was! I learned something and it was really fun too – don’t think there could have been a better activity for helping boost cross team working.” “I want to do it again - fantastic!” “This was really fun. I was worried this was going to be another boring afternoon of training.” “Long Live Computer Club!”
  59. 59. • How can digital solutions help to solve your organisational challenges? • How do you prioritise activities as digital transformation projects? • How do you introduce agile into your project process? • How do you involve your stakeholders in the digital transformation process? • What new digital skills development is required to support a digital transformation? Key questions to consider
  60. 60. Contact details: Carolyn Royston @caro_ft Simon Delafond @parashoe Thank you