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2009-10-22 Presentation To Forum V2

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Website Relaunch update, presented to the Forum of Curators, Conservators, and Scientists on October 22, 2009

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2009-10-22 Presentation To Forum V2

  1. 1. Website Relaunch<br />Progress Report to the Forum of Curators, Conservators, and Scientists<br />October 22, 2009<br />
  2. 2. Overview of Process<br />Project initiation<br />Need for new site led to RFP<br />Vendor selection <br />Process, engineering, experience/savvy<br />14 vendors, 3 rounds, 14 months to decision<br />Committee of 25 Met staff<br />Cognitive Applications (Cogapp)<br />
  3. 3. Cogapp’s Work<br />Single process that results in institution-specific outcomes <br />Jewish Museum website<br />British Museum website<br />National Portrait Gallery (UK) website <br />MoMA.guide gallery interactives<br />
  4. 4. Project organization<br />Project Co-Leads:<br />Douglas Hegley<br />Matt Morgan<br />Project Coordinator:<br />Morgan Holzer<br />
  5. 5. Project-related committees<br />Steering Committee<br />Advisory Committee<br />
  6. 6. Project Goals<br />Launch a new site on up-to-date technology<br />Improve workflows<br />Increase content<br />Follow best practices<br />Provide flexibility (future-proof)<br />
  7. 7. Project Timeframe<br />Phase I (definition and documentation of new site) completes in April 2010<br />Proposed Phase II (implementation and launch) May 2010 – c. July 2011 <br />
  8. 8. Project Vision Statement<br />Guides our work<br />Based on results of empirical research<br />Including stakeholder interviews, technical discovery, and user surveys and testing<br />
  9. 9. Why have a Vision Statement?<br />“The single most important determining factor for the success of a software project is its conceptual integrity.” <br />– Fred Brooks, The Mythical Man Month<br />
  10. 10. Conceptual Integrity<br />Architecture is separated from implementation.<br />Determines what goes in the system and what stays out.<br />Keeping a system focused guarantees that people will use it and enjoy it.<br />
  11. 11. Website Architecture<br />Architecture is the functional framework of the overall system.<br />Good architectural structure ensures that your site will be able to embrace both what it needs to do now and what it might need to do in the future.<br />
  12. 12. Examples<br />Good conceptual integrity and architecture: Denver Art Museum, Rockefeller Center<br />Poor conceptual integrity and architecture: AMNH<br />Comparison: Jetblue vs. American Airlines<br />
  13. 13. Architecture and Content<br />We need to build the framework first, informed by range of possible content, so that the site we build does not constrain us later.<br />
  14. 14. Content<br />Expected to expand and change over time<br />The current site did not predict podcasting, videos, interactives, social media—and all are now tacked on.<br />They had no architectural framework available<br />
  15. 15. Museum objectives & Visitor goals:We have much in common<br /><ul><li> We would like to direct, encourage, and inspire visitors — and they will welcome it
  16. 16. Visitors want the site to reflect the feel of the Museum — and we agree that it should
  17. 17. Visitors want to see and understand the art — and we want to share it</li></li></ul><li>Museum Integrity<br />Prioritize visitor needs and Museum needs based on the section or function of the site<br />Make sure that the way visitors find things on our site works for them<br />Ensure that content (what the site says) and its purpose works for us<br />By adhering to the Vision, we maintain our Integrity<br />
  18. 18. Vision Statement<br />Some user-driven assertions, some internally-driven assertions, and some from both categories<br />
  19. 19. Visitor Goals<br />Social Media<br />Engaging online experience<br />Destination in its own right<br />
  20. 20. Social Media<br />Includes personalization, sharing, visitor participation<br />MoMA’s “Social Bar”<br />My Met Museum<br />Facebook<br />ShareThis<br />
  21. 21. Engaging online experience<br />User-centered navigation and search<br />Navigation: Denver Art Museum<br />Search: Google?<br />
  22. 22. Destination in its own right<br />Online versions of Museum content, interactives, games<br />Explore and Learn, unique Special Exhibition features<br />Postopia<br />
  23. 23. Internal Goals<br />Encourage visitors to come to the Museum<br />Maximize revenue<br />Programs for hard-to-reach audiences<br />Robust content management and streamlined workflow<br />
  24. 24. Encouraging physical visits<br />On view/not on view<br />NGA<br />MFA<br />Trip planners/itineraries<br />Rockefeller Center<br />
  25. 25. Maximize revenue<br />Print on demand<br />NYPL<br />Upselling membership<br />counterexample at MMA<br />Online customer service<br />Amazon<br />
  26. 26. Both<br />Showcase the Museum’s collections, exhibitions, scholarship, programs, and services<br />Authoritative source/expert voice<br />Broad range of voices<br />Stimulate appreciation for and advance knowledge of works of art<br />Accessibility<br />
  27. 27. Authoritative & Expert<br />Heilbrunn Timeline of Art History<br />Collection Database (very often)<br />
  28. 28. Broad range of voices<br />Authored content:<br />Timeline thematic essays<br />Blogs<br />
  29. 29. Accessibility<br />The “digital curb cut”<br />OXO Good Grips utensils<br />actual curb cuts<br />correct link texts, image descriptions<br />
  30. 30. Vision Statement: Audience<br />General visitors; Art historians, lecturers, and students of art history; School children and teachers; Members, sponsors, and donors; Families; Frequent visitors to the website; International visitors; General web browsers <br />
  31. 31. Audience: why this list?<br />The Director, informed by Cogapp’s research, ranked the groups on the list.<br />
  32. 32. What does it mean?<br />Some challenges are explicit, for example:<br />how to prioritize both “Students of art history” and “General visitors?<br />how much to translate into foreign languages?<br />Meeting them will dictate resource commitments<br />
  33. 33. Ad Hoc Committee<br />Specific concerns<br />
  34. 34. Website and TMS<br />TMS standardization and consolidation project is independent, but related<br />Benefits to the website:<br />Improved object pages<br />Smoother navigation within objects<br />More objects online<br />
  35. 35. “Branding” & “Museum Voice”<br />The website does not determine either.<br />The website reflects these things as defined by the Director.<br />
  36. 36. Questions?<br />

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