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E V A / M I N E R V A 2 0 1 3
EVA/Minerva 2013
Jerusalem Conference on the
Digitisation of Cultural Heritage

End-users, User Generated Content, and
Personas: Testing the European Waters
Dr. Susan Hazan, The Israel Museum, Jerusalem
Chair, UGC Task Force, Europeana
Who is the end-user in the Europeana ecosystem?
Who uses Europeana and its 30 million objects?

PART I
The absent end-users who can only be identified as abstract
individuals and need to be characterized as a generic type that
can be evoked to evaluate how a user would typically behave.

PART II
The active end-user who agrees to be
crowd-sourced and drawn in to
collaborate with others whether they
be man or machine.

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Who is the end-user in the Europeana ecosystem?

PART I
The absent end-user
The approach taken to visualize the end user
comes from classical user studies and
incorporates personas; a form of role-playing
where volunteers are asked to take on a role,
or persona and to perform an explicit task
with a specific outcome.

Athena Plus
User needs and requirements
Coordinated by ICCU and PACKED, gathers information on user needs and requirements in relation to the
creative applications for the (re)use of digital cultural heritage content that will be developed in the
AthenaPlus WP5 by META and PACKED.
Download document >>

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Who is the end-user in the Europeana ecosystem?

PART I
The absent end-user
The approach taken to visualize the end user comes from classical user studies and
incorporates personas; a form of role-playing where volunteers are asked to take on a role, or
persona and to perform an explicit task with a specific outcome.

In the AthenaPlus study we chose to run the tasks twice;
• once requiring our volunteers to complete
their scripted task within the Europeana
environment
• with a second round using in a more
open environment; typically searching
with Google and including results from
Wikipedia, national portals and other
specified parameters.

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Who is the end-user in the Europeana ecosystem?
PART I - The absent end-user
Persona 1 - John

Persona 2 - Caroline

Persona 4 - Giuseppe

Persona 3 - Sarah

Persona 5 - Miguel

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Who is the end-user in the Europeana ecosystem?

PART I
The absent end-user
The Task
A specific task was scripted and the volunteer who was playing the persona was asked to visit websites in a
way that would be appropriate from the point of view of the specific personas they are playing, performing
their tasks either on Europeana or through generic searches via Google.

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
In total, 61 completed test reports were completed

Conducted in Dutch, French, Polish, English, Hungarian and Italian, and
in most cases translated to English before processing.

The age of the Volunteers was between 41 - 72 years old.
Volunteers included IT professionals, students, an art historian, a translator, a
communication officer, an architect, a teacher and a librarian.
Volunteer included photography, going to the movies, listening to classical music,
discovering and reading books and online blogs, going to the theatre, travelling, cycling,
keeping up with the latest fashion trends and gardening.

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Who is the end-user in the Europeana ecosystem?

PART I
The absent end-user

What were we looking for?
1. Time taken to accomplish the task according to the satisfaction of the volunteer
2. The ease of retrieval of appropriate content
3. Frustration/satisfaction level of the volunteer during the task
4. Qualitative evaluation of the results by the supervisor – was the goal reached, were the
results useful, was anything critical overlooked

* Each volunteer was presented with one task according to his or her persona

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Fig. 1 Time spent by the Volunteers in carrying out the task (according to the supervisors)

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Fig. 2 Level of difficulty in retrieval of content on different platforms (according to Volunteers)

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Fig. 3. Level of frustration or satisfaction by Volunteers during the task

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Fig. 4 Presence of results after completion of task by Volunteers (according to the supervisors)

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Who is the end-user in the Europeana ecosystem?

PART I
The absent end-user
RESULTS
Google, Youtube and Wikipedia preferred over Europeana from a usability perspective
Searching on Europeana was more frustrating than with the other platforms and content
retrieval more difficult
Typos and the use of keywords were problematic in Europeana
Europeana was deemed often too specific – lack of useful generic content: particularly audiovisual
Not enough choice - particularly for contemporary content
Lack of practical information e.g. exhibition information, links to other websites
Broken links were frustrating
Users found to hard to work with filters
EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Who is the end-user in the Europeana ecosystem?

PART I
The absent end-user
RESULTS

Wikipedia was in particular appreciated for biographical content.
Google retrieves more resources than Europeana for non-English speakers.
Europeana was preferred over Google because of the profusion/excess of results

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Who is the end-user in the Europeana ecosystem?
Who uses Europeana and its 30 million objects?

The active end-user who agrees to be
crowd-sourced and drawn in to
collaborate with others whether they
be man or machine.

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Who is the end-user in the Europeana ecosystem?
The second part of the talk discusses a recent workshop carried out by the
Europeana User Generated Group.

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Strategies for user generated content and
crowdsourcing in museums and cultural heritage
Workshop DH2013, Marseille
Europeana’s vision and mission
–

Europeana is a catalyst for
change in the world of cultural
heritage.

–

Our mission: The Europeana
Foundation and its Network
create new ways for people to
engage with their cultural history,
whether it’s for work, learning or
pleasure.

–

Our vision: We believe in making
cultural heritage openly
accessible in a digital way, to
promote the exchange of ideas
and information. This helps us all
to understand our cultural
diversity better and contributes to
a thriving knowledge economy.
EUROPEANA - Europe’s cultural heritage portal

 29m records from 2,200 European galleries,
museums, archives and libraries
 Books, newspapers, journals, letters, diaries,
archival papers
 Paintings, maps, drawings, photographs
 Music, spoken word, radio broadcasts
 Film, newsreels, television
 Curated exhibitions
 31 languages
Goals of the Taskforce

1.

Identification and benchmarking of services
and best-practices as building blocks for the
creation of a Europeana UGC ecosystem

1.

To be a point of contact for all projects that
want to apply UGC approaches within the
Europeana network and to encourage crossfertilization of ideas between projects and
identify duplication of effort

1.

To make policy recommendations for the
Europeana Network regarding the role UGC can
play in the context of Europeana.
Workshop DH2013, Marseille
Europeana User Generated Group

Marion Dupeyrat
Interacting with audiences: overview of
participatory practices implemented by
memory institutions
James Brusuelas
Ancient Lives
Erwin Verbruggen
Waisda? Making videos findable with
Crowdsourced annotations
Julia Fallon
Legal aspects of UGC

Cristine Sauter
Results of the Europeana taskforce
Ad Pollé
Europeana 1914-18
Europeana 1989
Roei Amit
Case studies from la réunion des
musées nationaux-Grand Palais
Stuart Dunn
An emerging field(?): defining the
fundamentals of humanities
crowdsourcing
Workshop DH2013, Marseille
Europeana User Generated Group
Stuart Dunn, King’s College London, UK

An emerging field(?): defining the
fundamentals of humanities crowdsourcing

•

Contributory projects

•

Collaborative projects

•

Co-created projects

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Workshop DH2013, Marseille
Europeana User Generated Group
Stuart Dunn, King’s College London, UK
What is humanities crowd-sourcing used for?
What does it produce?
• Original text
• Transcribed text
• Corrected text
• Enhanced text
• Transcribed music
• Metadata
• Structured data
• Knowledge and awareness
• Funding

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Workshop DH2013, Marseille
Europeana User Generated Group
Stuart Dunn, King’s College London, UK

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Workshop DH2013, Marseille
Europeana User Generated Group

James Brusuelas, Oxford University
Ancient Lives

Oxford Papyrologists Researchers,
The Imaging Papyri Project
The Oxyrhynchus Papyri Project

http://ancientlives.org
EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Workshop DH2013, Marseille
Europeana User Generated Group

Roei Amit, La réunion des musées nationaux-Grand Palais

LE GRAND
ATELIER DU MIDI

26
Workshop DH2013, Marseille
Europeana User Generated Group

Roei Amit, La réunion des musées nationaux-Grand Palais

27
Workshop DH2013, Marseille
Europeana User Generated Group

Roei Amit, La réunion des musées nationaux-Grand Palais

28
Workshop DH2013, Marseille
Europeana User Generated Group

Roei Amit, La réunion des musées nationaux-Grand Palais

• 267.107 visiteurs au 10/09/2013
• 5.607 téléchargements
• 550 photos partagées
29
Workshop DH2013, Marseille
Europeana User Generated Group

Roei Amit, La réunion des musées nationaux-Grand Palais

BRAQUE

30
Workshop DH2013, Marseille
Europeana User Generated Group

Roei Amit, La réunion des musées nationaux-Grand Palais

BRAQUE

31
Workshop DH2013, Marseille
Europeana User Generated Group

Roei Amit, La réunion des musées nationaux-Grand Palais

BRAQUE

Au 13/10/2013, après 26 jours d’ouverture:
•113.103 visiteurs
•12.586 téléchargements, et 484 téléchargements par jour
Workshop DH2013, Marseille
Europeana User Generated Group
Ad Pollé
Europeana 1914-18
Europeana 1989

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Workshop DH2013, Marseille
Europeana User Generated Group
Ad Pollé
Europeana 1914-18

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Workshop DH2013, Marseille
Europeana User Generated Group
Ad Pollé

Europeana 1989

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
Workshop DH2013, Marseille
Europeana User Generated Group
Stuart Dunn, King’s College London, UK

Most successful crowdsourcing projects are not about large anonymous
masses of people. They are not about crowds. They are about inviting
participation from interested and engaged members of the public. These
projects can continue a long standing tradition of volunteerism and
involvement of citizens in the creation and continued development of
public goods [T. Owens 2012]

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
E V A / M I N E R V A 2 0 1 3
EVA/Minerva 2013
Jerusalem Conference on the
Digitisation of Cultural Heritage

End-users, User Generated Content, and
Personas: Testing the European Waters
Dr. Susan Hazan, The Israel Museum, Jerusalem
Chair, UGC Task Force, Europeana

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B2 susan hazan_endusers_personas

  • 1. E V A / M I N E R V A 2 0 1 3 EVA/Minerva 2013 Jerusalem Conference on the Digitisation of Cultural Heritage End-users, User Generated Content, and Personas: Testing the European Waters Dr. Susan Hazan, The Israel Museum, Jerusalem Chair, UGC Task Force, Europeana
  • 2. Who is the end-user in the Europeana ecosystem? Who uses Europeana and its 30 million objects? PART I The absent end-users who can only be identified as abstract individuals and need to be characterized as a generic type that can be evoked to evaluate how a user would typically behave. PART II The active end-user who agrees to be crowd-sourced and drawn in to collaborate with others whether they be man or machine. EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 3. Who is the end-user in the Europeana ecosystem? PART I The absent end-user The approach taken to visualize the end user comes from classical user studies and incorporates personas; a form of role-playing where volunteers are asked to take on a role, or persona and to perform an explicit task with a specific outcome. Athena Plus User needs and requirements Coordinated by ICCU and PACKED, gathers information on user needs and requirements in relation to the creative applications for the (re)use of digital cultural heritage content that will be developed in the AthenaPlus WP5 by META and PACKED. Download document >> EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 4. Who is the end-user in the Europeana ecosystem? PART I The absent end-user The approach taken to visualize the end user comes from classical user studies and incorporates personas; a form of role-playing where volunteers are asked to take on a role, or persona and to perform an explicit task with a specific outcome. In the AthenaPlus study we chose to run the tasks twice; • once requiring our volunteers to complete their scripted task within the Europeana environment • with a second round using in a more open environment; typically searching with Google and including results from Wikipedia, national portals and other specified parameters. EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 5. Who is the end-user in the Europeana ecosystem? PART I - The absent end-user Persona 1 - John Persona 2 - Caroline Persona 4 - Giuseppe Persona 3 - Sarah Persona 5 - Miguel EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 6. Who is the end-user in the Europeana ecosystem? PART I The absent end-user The Task A specific task was scripted and the volunteer who was playing the persona was asked to visit websites in a way that would be appropriate from the point of view of the specific personas they are playing, performing their tasks either on Europeana or through generic searches via Google. EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 7. In total, 61 completed test reports were completed Conducted in Dutch, French, Polish, English, Hungarian and Italian, and in most cases translated to English before processing. The age of the Volunteers was between 41 - 72 years old. Volunteers included IT professionals, students, an art historian, a translator, a communication officer, an architect, a teacher and a librarian. Volunteer included photography, going to the movies, listening to classical music, discovering and reading books and online blogs, going to the theatre, travelling, cycling, keeping up with the latest fashion trends and gardening. EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 8. Who is the end-user in the Europeana ecosystem? PART I The absent end-user What were we looking for? 1. Time taken to accomplish the task according to the satisfaction of the volunteer 2. The ease of retrieval of appropriate content 3. Frustration/satisfaction level of the volunteer during the task 4. Qualitative evaluation of the results by the supervisor – was the goal reached, were the results useful, was anything critical overlooked * Each volunteer was presented with one task according to his or her persona EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 9. Fig. 1 Time spent by the Volunteers in carrying out the task (according to the supervisors) EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 10. Fig. 2 Level of difficulty in retrieval of content on different platforms (according to Volunteers) EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 11. Fig. 3. Level of frustration or satisfaction by Volunteers during the task EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 12. Fig. 4 Presence of results after completion of task by Volunteers (according to the supervisors) EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 13. Who is the end-user in the Europeana ecosystem? PART I The absent end-user RESULTS Google, Youtube and Wikipedia preferred over Europeana from a usability perspective Searching on Europeana was more frustrating than with the other platforms and content retrieval more difficult Typos and the use of keywords were problematic in Europeana Europeana was deemed often too specific – lack of useful generic content: particularly audiovisual Not enough choice - particularly for contemporary content Lack of practical information e.g. exhibition information, links to other websites Broken links were frustrating Users found to hard to work with filters EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 14. Who is the end-user in the Europeana ecosystem? PART I The absent end-user RESULTS Wikipedia was in particular appreciated for biographical content. Google retrieves more resources than Europeana for non-English speakers. Europeana was preferred over Google because of the profusion/excess of results EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 15. Who is the end-user in the Europeana ecosystem? Who uses Europeana and its 30 million objects? The active end-user who agrees to be crowd-sourced and drawn in to collaborate with others whether they be man or machine. EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 16. Who is the end-user in the Europeana ecosystem? The second part of the talk discusses a recent workshop carried out by the Europeana User Generated Group. EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 17. Strategies for user generated content and crowdsourcing in museums and cultural heritage Workshop DH2013, Marseille
  • 18. Europeana’s vision and mission – Europeana is a catalyst for change in the world of cultural heritage. – Our mission: The Europeana Foundation and its Network create new ways for people to engage with their cultural history, whether it’s for work, learning or pleasure. – Our vision: We believe in making cultural heritage openly accessible in a digital way, to promote the exchange of ideas and information. This helps us all to understand our cultural diversity better and contributes to a thriving knowledge economy.
  • 19. EUROPEANA - Europe’s cultural heritage portal  29m records from 2,200 European galleries, museums, archives and libraries  Books, newspapers, journals, letters, diaries, archival papers  Paintings, maps, drawings, photographs  Music, spoken word, radio broadcasts  Film, newsreels, television  Curated exhibitions  31 languages
  • 20. Goals of the Taskforce 1. Identification and benchmarking of services and best-practices as building blocks for the creation of a Europeana UGC ecosystem 1. To be a point of contact for all projects that want to apply UGC approaches within the Europeana network and to encourage crossfertilization of ideas between projects and identify duplication of effort 1. To make policy recommendations for the Europeana Network regarding the role UGC can play in the context of Europeana.
  • 21. Workshop DH2013, Marseille Europeana User Generated Group Marion Dupeyrat Interacting with audiences: overview of participatory practices implemented by memory institutions James Brusuelas Ancient Lives Erwin Verbruggen Waisda? Making videos findable with Crowdsourced annotations Julia Fallon Legal aspects of UGC Cristine Sauter Results of the Europeana taskforce Ad Pollé Europeana 1914-18 Europeana 1989 Roei Amit Case studies from la réunion des musées nationaux-Grand Palais Stuart Dunn An emerging field(?): defining the fundamentals of humanities crowdsourcing
  • 22. Workshop DH2013, Marseille Europeana User Generated Group Stuart Dunn, King’s College London, UK An emerging field(?): defining the fundamentals of humanities crowdsourcing • Contributory projects • Collaborative projects • Co-created projects EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 23. Workshop DH2013, Marseille Europeana User Generated Group Stuart Dunn, King’s College London, UK What is humanities crowd-sourcing used for? What does it produce? • Original text • Transcribed text • Corrected text • Enhanced text • Transcribed music • Metadata • Structured data • Knowledge and awareness • Funding EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 24. Workshop DH2013, Marseille Europeana User Generated Group Stuart Dunn, King’s College London, UK EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 25. Workshop DH2013, Marseille Europeana User Generated Group James Brusuelas, Oxford University Ancient Lives Oxford Papyrologists Researchers, The Imaging Papyri Project The Oxyrhynchus Papyri Project http://ancientlives.org EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 26. Workshop DH2013, Marseille Europeana User Generated Group Roei Amit, La réunion des musées nationaux-Grand Palais LE GRAND ATELIER DU MIDI 26
  • 27. Workshop DH2013, Marseille Europeana User Generated Group Roei Amit, La réunion des musées nationaux-Grand Palais 27
  • 28. Workshop DH2013, Marseille Europeana User Generated Group Roei Amit, La réunion des musées nationaux-Grand Palais 28
  • 29. Workshop DH2013, Marseille Europeana User Generated Group Roei Amit, La réunion des musées nationaux-Grand Palais • 267.107 visiteurs au 10/09/2013 • 5.607 téléchargements • 550 photos partagées 29
  • 30. Workshop DH2013, Marseille Europeana User Generated Group Roei Amit, La réunion des musées nationaux-Grand Palais BRAQUE 30
  • 31. Workshop DH2013, Marseille Europeana User Generated Group Roei Amit, La réunion des musées nationaux-Grand Palais BRAQUE 31
  • 32. Workshop DH2013, Marseille Europeana User Generated Group Roei Amit, La réunion des musées nationaux-Grand Palais BRAQUE Au 13/10/2013, après 26 jours d’ouverture: •113.103 visiteurs •12.586 téléchargements, et 484 téléchargements par jour
  • 33. Workshop DH2013, Marseille Europeana User Generated Group Ad Pollé Europeana 1914-18 Europeana 1989 EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 34. Workshop DH2013, Marseille Europeana User Generated Group Ad Pollé Europeana 1914-18 EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 35. Workshop DH2013, Marseille Europeana User Generated Group Ad Pollé Europeana 1989 EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 36. Workshop DH2013, Marseille Europeana User Generated Group Stuart Dunn, King’s College London, UK Most successful crowdsourcing projects are not about large anonymous masses of people. They are not about crowds. They are about inviting participation from interested and engaged members of the public. These projects can continue a long standing tradition of volunteerism and involvement of citizens in the creation and continued development of public goods [T. Owens 2012] EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan
  • 37. E V A / M I N E R V A 2 0 1 3 EVA/Minerva 2013 Jerusalem Conference on the Digitisation of Cultural Heritage End-users, User Generated Content, and Personas: Testing the European Waters Dr. Susan Hazan, The Israel Museum, Jerusalem Chair, UGC Task Force, Europeana