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Everything changes: What can we learn from product development in mobile interpretation?

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Museums look towards digital products that will help engage their audiences. The sector is alive with great ideas however how come only a few make into the hands of the visitors?

The mobile interpretation industry is over 50 years old and has had many, many highs and lows. What can we learn about developing and distributing innovative digital products from these experiences? What happens when disruptors come into the market? How do we create white label digital products for organisations who strive to be unique? And what happens if the organisations motivations are different to the audiences motivations?

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Everything changes: What can we learn from product development in mobile interpretation?

  1. 1. Created for: Presented by: Date issued:Frankly,Inspiration DayREACT Green + Webb Lindsey Green 18th June 2012
  2. 2. Everything changes and nothing changes: Creating products for the Cultural Heritage Sector - what do we know already?Frankly, Green + Webb
  3. 3. Once Upon A Walkman… •Simple •Immersive •Dramatic •Solution driven rather than technology drivenFrankly, Green + Webb
  4. 4. Aspects we can learn from •How to put our products into the hands of as many visitors as possible •Create products that meet the needs of many cultural heritage organisations •Develop more magical experiencesFrankly, Green + Webb
  5. 5. What does the cultural heritage organisation need to achieve? Mission Technology What experience Audience does the technology offer? What is the audience doing already/motivated to do?Frankly, Green + Webb
  6. 6. Frankly, Green + Webb
  7. 7. Understand the factors that effect the time scale Regularly in a situation where technology has updated before money is available •Departmental budgets/funding processes •Organisational need is attached to finance Possible shortcuts: •Find out how similar products were funded •Opportunities for products that: • Learning skills • Looking for longer • Engagement of new audience • Improve visitor flow •Prove it •Commit to the experience not the technologyFrankly, Green + Webb
  8. 8. Understand the context Try out: •Different operations •New content design •Position the product to the Challenges of Mobile Audio visitor User needs • Unable to ignore sense • Can’t focus sense • Quality of playback Operational • Sound spill • Difficult to be discreetFrankly, Green + WebbFrankly, Green + Webb
  9. 9. Unique vs Generic •Visiting cultural heritage about a unique experience •This tends to lead to more functionality •Tension that leads to re- inventing the wheel OR completely ruining visitor experienceFrankly, Green + WebbFrankly, Green + Webb
  10. 10. What does the cultural heritage organisation need to achieve? Mission Technology What experience Audience does the technology offer? What is the audience doing already/motivated to do?Frankly, Green + Webb
  11. 11. Frankly, Green + Webb
  12. 12. What’s inside the shiny new grey box? Can you communicate the experience over the functionality… (now try without saying MORE INFORMATION)Frankly, Green + WebbFrankly, Green + Webb
  13. 13. Who’s your audience? Rarely does one size fit all Motivation for visit •Families •Sightseers •Learners •Social groups •Experts Level of experience with technology Whether they have been beforeFrankly, Green + WebbFrankly, Green + Webb
  14. 14. They have made the effort to get off the sofa to come and experience – don’t let them down •They know when the content doesn’t There’s their need a fine line between meet always been audio experience design and audio •They don’t want to be distracted they content. want to be supported As with visual experience design, the line is getting finer.Frankly, Green + Webb
  15. 15. What can we learn from digital heritage products? • Develop products with a • Identify the experience common cultural heritage over the functionality need • Design to specific audience • Understand the physical motivations context of a visit • Remember you’re not the • Find out which elements main attraction are important to be uniqueFrankly, Green + Webb
  16. 16. Images thanks to Flickr Commons: e: alyson@franklygreenwebb.com The hidden treasures of the Worlds e: lindsey@franklygreenweeb.com Public Archives t: @FranklyGW http://www.flickr.com/commonsCreated for: Presented by: Date issued:Frankly,Inspiration DayREACT Green + Webb Lindsey Green 18th June 2012

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