Museums Go Mobile: Start designing the service, not the website

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Guardian Culture Professionals article here - http://www.theguardian.com/culture-professionals-network/culture-professionals-blog/2014/may/16/mobile-museums-design-services-websites

The truth is that mobile isn't working for museums in the way we imagined. It's not the silver bullet. We've made apps that haven't been downloaded. We created handheld guides that don't get used and the perennial question of can mobile deliver pre- and post- visits still hangs in the air. So it is time to right mobile off? Or, perhaps now is the right time to think about mobile in a different way.

What do our visitors needs and behaviours show us about how they think and use our museums? How can we interpret these to design services that are truly transformative? What tools and processes can we use to make mobile a fully integrated part of the service offered by a museum?

Taking a look at what happens when we stop designing a mobile products and start using mobile as tool in the design for a whole service.

Published in: Design, Technology, Business
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Museums Go Mobile: Start designing the service, not the website

  1. 1. Frankly, Green + Webb t: @lindsey_green @franklyGWCreated for: Presented by: Date issued: Museums Get Mobile Lindsey Green May 2014
  2. 2. Frankly, Green + Webb t: @lindsey_green @franklyGW
  3. 3. Frankly, Green + Webb t: @lindsey_green @franklyGW
  4. 4. Frankly, Green + Webb t: @lindsey_green @franklyGW Mobile products are built because a decision was taken to create mobile
  5. 5. Frankly, Green + Webb t: @lindsey_green @franklyGW Mobile doesn’t work We won’t use mobile again
  6. 6. Frankly, Green + Webb t: @lindsey_green @franklyGW A poor work man blames his tools?
  7. 7. Frankly, Green + Webb t: @lindsey_green @franklyGW
  8. 8. Frankly, Green + Webb t: @lindsey_green @franklyGW What’s the definition of the thing we have to design before we choose which tool is the right one?
  9. 9. Frankly, Green + Webb t: @lindsey_green @franklyGW
  10. 10. Frankly, Green + Webb t: @lindsey_green @franklyGW “There has been a reinvention of the internet and the behaviour of users in the last few years. Digital services are now more agile, open and cheaper. To take advantage of these changes, government needs to move to a ‘service culture’, putting the needs of citizens ahead of those of departments.” Martha Lane Fox, 2010 letter to Francis Maude regarding the review of the government’s web offering
  11. 11. Frankly, Green + Webb t: @lindsey_green @franklyGW
  12. 12. Frankly, Green + Webb t: @lindsey_green @franklyGW 8.Build digital services, not websites Our service doesn’t begin and end at our website. It might start with a search engine and end at the post office. We need to design for that, even if we can’t control it. And we need to recognise that some day, before we know it, it’ll be about different digital services again.
  13. 13. Frankly, Green + Webb t: @lindsey_green @franklyGW
  14. 14. Frankly, Green + Webb t: @lindsey_green @franklyGW Design the service 1. Shifts the focus to visitor needs 2. Allows the digital solution to be more successful
  15. 15. Frankly, Green + Webb t: @lindsey_green @franklyGW
  16. 16. Frankly, Green + Webb t: @lindsey_green @franklyGW
  17. 17. Frankly, Green + Webb t: @lindsey_green @franklyGW
  18. 18. Frankly, Green + Webb t: @lindsey_green @franklyGW
  19. 19. Frankly, Green + Webb t: @lindsey_green @franklyGW Visitor Services Curatorial Formal Learning Informal Adult Learning Informal Family Learning Security Retail Membership Marketing and Communications Digital IT Publications Travel trade Collections Rights management Senior management
  20. 20. Frankly, Green + Webb t: @lindsey_green @franklyGW Suggested Tools 1. The Digital Service Manifesto 2. The Visitor Journey Map
  21. 21. Frankly, Green + Webb t: @lindsey_green @franklyGW Suggested Tools 1. The Digital Service Manifesto 2. The Visitor Journey Map
  22. 22. Frankly, Green + Webb t: @lindsey_green @franklyGW Manifesto “A public declaration of intentions, opinions, or motives, as one issued by a government, sovereign, or organisation.” Dictionary.com Goals/Objective s Shared
  23. 23. Frankly, Green + Webb t: @lindsey_green @franklyGW IWM Families service
  24. 24. Frankly, Green + Webb t: @lindsey_green @franklyGW 1. Keep it focused on the visitor 2. What should a digital service for [audience] be? 3. Get the right people in the room that are directly effected 1. Everyone is an expert with insights to offer. 2. Create rules for the discussion. 3. Commit to manifesto points must be agreed or put aside to be investigated 4. Spend time digging deep and clarifying Service led focus Debate Outcomes 1. Agree that it’s ok for their to be no digital service 2. Share it with the whole organisation and ask for input
  25. 25. Frankly, Green + Webb t: @lindsey_green @franklyGW Suggested Tools 1. The Digital Service Manifesto 2. The Visitor Journey Map
  26. 26. Frankly, Green + Webb t: @lindsey_green @franklyGW
  27. 27. Frankly, Green + Webb t: @lindsey_green @franklyGW In-gallery
  28. 28. Frankly, Green + Webb t: @lindsey_green @franklyGW Visitor journey
  29. 29. Frankly, Green + Webb t: @lindsey_green @franklyGW
  30. 30. Frankly, Green + Webb t: @lindsey_green @franklyGW
  31. 31. Frankly, Green + Webb t: @lindsey_green @franklyGW
  32. 32. Frankly, Green + Webb t: @lindsey_green @franklyGW What we’ve learnt from this approach 1. Service focus is a user needs focus 2. Focus on user needs can help make strategic changes 3. The strength in digital lies in understanding the user needs and the context of those needs 4. Tools should focus on shared understanding making things more tangible
  33. 33. Frankly, Green + Webb t: @lindsey_green @franklyGW e: lindsey@franklygreenweeb.com t: @FranklyGW @lindseygreen Images thanks to Flickr Commons: The hidden treasures of the Worlds Public Archives http://www.flickr.com/commons
  34. 34. Frankly, Green + Webb t: @lindsey_green @franklyGW If you’re wanting help thinking more about this and the other opportunities and challenges around digital interpretation – get in touch. Our work is a mixture of: • Design research for helping understand how audiences use digital technologies in the cultural heritage sector • Strategic planning and concept development - for funding applications such as heritage lottery funding • Implementation i.e getting in up to our elbows in order to help these types of projects get up and running. Find out more at: http://www.franklygreenwebb.co m

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