Digital transformation in museums involves organizational, strategic, audience-focused, and technological changes. It requires shifting from object-centered to visitor-oriented approaches, developing multichannel content strategies, and overcoming resistance to sharing data openly. Digital tools help connect audiences to content in new ways, but the focus must remain on the visitor experience. Museums can act as connectors by embracing their role as media organizations and prioritizing user-focused, relevant content over mere information.

1. Digital as a transformation-driver
in museums
Pushing transformation in museums through digital
Conxa
Rodà
@innnova2

2. From a Museum - TEMPLE...
Museu Nacional d’Art de
Catalunya, Barcelona

3. ... to a SOCIAL Museum

4. From NO PHOTOS / NO MOBILE to...

5. Please,
take a photo!
(and share it)
Ramon Casas galleries
Museu Nacional d’Art de
Catalunya, Barcelona
Photo: Marta Mérida

7. Google search = 216.000 results
(and rising)

8. Google Searches related to
"digital transformation" definition
 organisational transformation definition
 transformation definition in computer graphics
 social transformation definition
 transformation definition bacteria
 business transformation definition
 cell transformation definition

9. Digital Transformation
Organisation
Strategy
Audiences
Content
Technology

10. Gerry McGovern (2016). Collaboration and leadership everywhere
“Digital transformation is first
and foremost cultural and
organisational”
Gerry McGovern

11. Digital Transformation /1_ Organisation
 transforms processes of working
 from siloes to cooperation
 requires training / new roles
 alters organisational structures

12. Is not just that Digital requires
organisational change.
Is that the organisational change
needed to evolve museums for the
new audiences’ needs, is pushed
and facilitated by digital.
@innova2

13. Digital Transformation =
ATTITUDES +
APTITUDES

14. Resistance to change
https://www.pinterest.com/aafkescheltens/change-management/

15. Cooperation is key

16. STRATEGY before TECHNOLOGY

17. Digital Transformation /2_ Strategy
Analyze
Define goals
Set priorities
Communicate
Evaluate

18. Mobile
Strategy
Comms.
Strategy
Marketing
Strategy
Digital
Transformation
Strategy
Content
Strategy
USER
Experience

19. ALL
strategies
to serve
USER needs
Photo: Conxa Rodà

20. Digital Transformation/3_ Audience[s]
From object - centered to
visitor - oriented

21. The Visitor Experience
Johns Hopkins Master students taking pictures of the ceiling at the
Fundació Dalí in Figueres, Catalonia. Photo: Conxa Rodà

22. The Museum as an Experience
Drawing in the galleries, Museu Nacional d’Art de Catalunya. Photo: Marta Mèrida

23. The Museum as an Experience
illustration School _ Escola Eina
Museu Nacional d’Art de Catalunya. Photo: Marta Mèrida

24. The
Museum
as an
Experience
Barcelona views
from the roof-
terrace of
Museu Nacional
d’Art de
Catalunya
Photo: Marta Mèrida

25. Image: www.friendfiler.com/targeting-social-media-audience/
Do we know our audiences?

26. Studying the Analytics =
making less intuitive and more
data-driven decisions
@innova2

27. Visitor Journey
“Thinking in terms of journey affects how
you think about everything: channel
roadmaps, project features, Museums
systems architecture, contentstrategy,
development, design, testing”
Catherine Devine
Museums and the Web Asia 2015

28. Visitor Journey
Tom Fishburne @marketoonist, https://marketoonist.com/2016/04/customer-journey.html
cartoon discovered via @sree

29. UniqueVisitors, a
participatory app

30. Museum Selfie Day
https://www.pinterest.com/museunacional/art-selfies/

31. Met Kids
www.metmuseum.org/art/online-features/metkids/

32. MUSEUM AS A CONNECTOR
Audiences
Conxa Rodà @innova2
and CONTENT AS A CONNECTION DRIVER

33. Digital Transformation /4_ Content
Content relevant, contextual
user - focused
museums as “media” organisations
new formats:
storytelling, VR, gamification
content strategy

34. Mapping #Taull1123
Photo: Eugeni Aguiló
St. Climent de Taüll, Vall de Boí, Catalan Pyrenées.
World Heritage Site

35. E-MAIL
NEWSLETTER
PRINT
PDFs
(catalogues,
Annual
repports)
Available online
USER
GENERATED
CONTENT
(UGC)
INTERACTIVE
MUSEOGRAPHY /
AUDIOGUIDES
MOBILE
SOCIAL
MEDIA
WEB
Consider ALL types of Content
Online / offline
@innova2

36. Focus on delivering meaning
over information
franklygreenwebb.com

37. Source: www.ishmaelscorner.com/five-storytelling-techniques-to-give-business-communications-liftoff/
The beauty / effectiveness of simplicity

38. The Museu Nacional d’Art de Catalunya online collection
www.museunacional.cat/en/collection-0
www.museunacional.cat/en/colleccio/apse-santa-maria-daneu/mestre-de-pedret/015874-000

39. Out of the box: collaborative platforms
Wikipedia
Google Art
project
Europeana
Collections/
Content
Out of the box: colaborative plataforms

40. a museum’s duty and a
public’s right
@innova2
OPEN Content =

41. Amsterdam museum, 2010
https://www.amsterdammuseum.nl/en/collection/online-collection

42. Digital Transformation /5_ Technology
From the digital presence concentrated
on the website
To a diversity of plataforms, devices and
channels
For multiple audiences
@innova2

43. “you’ve got to start with the
customer experience and work
backwards to the technology”
Steve Jobs, 1997
Source: http://everystevejobsvideo.com/qa-with-steve-jobs-wwdc-1997/ min 52:15

44. Collect & Connect_Auckland Memorial Museum
https://www.youtube.com/watch?v=Y9GpH-eSfm0

45. Project Tango_easy Wayfinding_AR
Source:
http://blog.guidigo.com/blog/guidigo-presents-the-first-project-tango-app-capable-of-3d-indoor-geo

47. Source: MIT Center for Digital Business and Capgemini Consulting (2011) Digital
Transformation: A Road-Map for Billion-Dollar Organizations
3 main Challenges (general)

48. Digital challenges (in museums)
 digitising (still!)
 + content + multichannel
 + analytics
 better data integration
 greater integration online / onsite
INTERNAL:
 resistance to change
 culture of sharing
 training

49. Biggest Challenge
MY precious...
Overcoming resistances
to open data
for public use & reuse
@innova2

50. The Data revolution
www.icsu.org/news-centre/news/top-news/leading-science-groups-
urge-global-accord-on-open-data-in-a-big-data-world

51. PLAN but take ACTION…
TODAY!!
We all can be transformation agents

52. #museumnext
Thank you!
Gràcies!
Slides:
http://es.slideshare.net/innova3
Conxa Rodà
@innova2
www.museunacional.cat Photo: Museu Nacional d’Art de Catalunya,
by maguilor, Instagram