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Tales of the Unexpected: 
A Pragmatic and Candid View of Life
Post-Launch
Allegra Burnette
The Museum of Modern Art

Dana Mitroff Silvers
San Francisco Museum of Modern Art

Charlotte Sexton
The N...
Redesigning Your Museumʼs
Web Site: A Survivorʼs Guide
Todayʼs Big Takeaways
 
The post-launch period is as critical
as the development phase
      
Plan for it
      
Donʼt und...
Our Goals
 
Share lessons learned
Highlight issues and challenges
Help you be proactive
Your Goals
 
How many people in room are:
  Contemplating a redesign? 
  In progress? 
  Post launch?
What are you hoping ...
Size Doesnʼt Matter
 
We represent larger institutions
But these are universal themes
Itʼs more about people + process
tha...
Three Tales
of the (Un)expected
 
Cause, Effect, and Fallout
The Efficiency Myth
The Rock in the Pond
Cause, Effect, and Fallout
 


Charlotte
The Organizational Impact 
of a Redesign




                    hdl.loc.gov/loc.pnp/ggbain.10178
hdl.loc.gov/loc.pnp/fsac.1a35442
Strategies: Now You See Them,
Now You Donʼt




               www.fieldmuseum.org/urbanlandscapes/
The Alchemy of Success
 
A clearly articulated strategy is essential,
however...
If you/your organization doesnʼt have one...
Your Experiences
 
Pre-existing, new, or ad hoc strategy?
Shifting goals?
Dealing with a changing landscape?
 
 
 
The Efficiency Myth
 


Dana
http://loc.gov/pictures/resource/fsac.1a35310/
The CMS and Web Team
 
New site + CMS ≠ miracle
Playing the “CMS” card
 




 
Reality Check
 
Reality is more nuanced
Teams are working smarter and more
efficiently...
but just as hard!!
Yet hard for c...
More Work, Same Team
 
No added staff at all three institutions
Loss of temp staff




 
 
The CMS and Staff




         http://community.tradeking.com/upload/0001/0383/
                               rube_goldbe...
What This Means
 
Scaled-back expectations
Iterative roll-outs
Simpler interfaces for some users
Systematic and rigorous o...
The Benefits
 
Content separated from presentation
More efficient workflows
Can build a more complex page in half
the time
Mo...
The Takeaways
 
A new site + CMS is not a miracle cure
Donʼt overplay the CMS card
Educate stakeholders and manage
expecta...
Your Experiences
 
Did your CMS live up to your
expectations?
What would you do differently?
How has your CMS usage evolve...
The Rock in the Pond
 


Allegra
MoMA.org redesign launch
Andrew Wyeth dies
(links to Christinaʼs World)

               MoMA.org redesign launch
Andrew Wyeth dies                         Tim Burton opening
(links to Christinaʼs World)

               MoMA.org redesig...
Andrew Wyeth dies                             Tim Burton opening
(links to Christinaʼs World)

               MoMA.org red...
Analytics
 
At Launch:
National Gallery: Google Analytics
SFMOMA: WebTrends and Google Analytics
MoMA: Omniture and Google...
Invisible Administration
 
MoMA:
Project Tracking: Basecamp
Bug and Feature Tracking and Documentation: Lighthouse

SFMOMA...
Post Launch Budget
 
SFMOMA: 10% of original development
budget

National Gallery: 10% of original development
budget

MoM...
http://www.flickr.com/photos/library_of_congress/2178275857/
Mock-up of National Gallery mobile site
courtesy of Jim Richardson, Sumo Design (sumodesign.co.uk)
The Takeaways
 
A redesign wonʼt suddenly boost your
popularity—content does
A redesign is just a line drawn in the
sand
D...
Your Experiences
 
How has your redesign affected your
traffic?
What feedback was expected/a surprise?
Has your redesign pr...
Contact
 
Allegra: 
 allegra_burnette@moma.org
Dana: 
dmitroff@sfmoma.org
Charlotte:
charlotte.sexton@ng-london.org.uk
MW2010: A. Burnette, D. Mitroff Silvers + C. Sexton, Tales of the Unexpected: A Pragmatic and Candid View of Life Post-Lau...
MW2010: A. Burnette, D. Mitroff Silvers + C. Sexton, Tales of the Unexpected: A Pragmatic and Candid View of Life Post-Lau...
MW2010: A. Burnette, D. Mitroff Silvers + C. Sexton, Tales of the Unexpected: A Pragmatic and Candid View of Life Post-Lau...
MW2010: A. Burnette, D. Mitroff Silvers + C. Sexton, Tales of the Unexpected: A Pragmatic and Candid View of Life Post-Lau...
MW2010: A. Burnette, D. Mitroff Silvers + C. Sexton, Tales of the Unexpected: A Pragmatic and Candid View of Life Post-Lau...
MW2010: A. Burnette, D. Mitroff Silvers + C. Sexton, Tales of the Unexpected: A Pragmatic and Candid View of Life Post-Lau...
MW2010: A. Burnette, D. Mitroff Silvers + C. Sexton, Tales of the Unexpected: A Pragmatic and Candid View of Life Post-Lau...
MW2010: A. Burnette, D. Mitroff Silvers + C. Sexton, Tales of the Unexpected: A Pragmatic and Candid View of Life Post-Lau...
MW2010: A. Burnette, D. Mitroff Silvers + C. Sexton, Tales of the Unexpected: A Pragmatic and Candid View of Life Post-Lau...
MW2010: A. Burnette, D. Mitroff Silvers + C. Sexton, Tales of the Unexpected: A Pragmatic and Candid View of Life Post-Lau...
MW2010: A. Burnette, D. Mitroff Silvers + C. Sexton, Tales of the Unexpected: A Pragmatic and Candid View of Life Post-Lau...
MW2010: A. Burnette, D. Mitroff Silvers + C. Sexton, Tales of the Unexpected: A Pragmatic and Candid View of Life Post-Lau...
MW2010: A. Burnette, D. Mitroff Silvers + C. Sexton, Tales of the Unexpected: A Pragmatic and Candid View of Life Post-Lau...
MW2010: A. Burnette, D. Mitroff Silvers + C. Sexton, Tales of the Unexpected: A Pragmatic and Candid View of Life Post-Lau...
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MW2010: A. Burnette, D. Mitroff Silvers + C. Sexton, Tales of the Unexpected: A Pragmatic and Candid View of Life Post-Launch

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A presentation from Museums and the Web 2010.

Our paper continues the discussions and analysis begun at MW2009 in the paper, "Redesigning Your Museum's Web Site: A Survivors' Guide" (http://www.archimuse.com/mw2009/papers/burnette/burnette.html). Using real-life stories and examples from the post-launch lives of The Museum of Modern Art, New York (MoMA), the National Gallery, London (NG), and the San Francisco Museum of Modern Art (SFMOMA), we will reflect upon the often overlooked and under-considered period in most on-line projects: post-launch.

While our previous paper explored the shared joys and challenges we faced in planning, developing, and deploying new and improved institutional Web sites, this paper and subsequent presentation will offer pragmatic and candid insights into our lives after the launch. We'll reflect upon what we did right and what could have been done differently, discuss results that we expected to find and those that were a surprise, and recount some practical lessons learned. Some of the issues covered include the unexpected impact of a redesign on an organization's strategic planning, the sobering limitations of what a content management system (CMS) can and can't do, and the ongoing difficulties of measuring success. By continuing the discussions we began in our first paper, we hope to offer the wider museum community an opportunity to tap into the first-hand knowledge and experience we gained from our three respective projects.

Mini-Workshop: Redesign Evaluation [evaluation]

See http://archimuse.com/mw2010/abstracts/prg_335002221.html

Published in: Technology, Business
  • The full text of the paper accompanying this presentation is freely available online:

    Burnette, A. et al., Tales of the Unexpected: A Pragmatic and Candid View of Life Post-Launch. In J. Trant and D. Bearman (eds). Museums and the Web 2010: Proceedings. Toronto: Archives & Museum Informatics. Published March 31, 2010. Consulted June 7, 2010. http://www.archimuse.com/mw2010/papers/burnette/burnette.html
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MW2010: A. Burnette, D. Mitroff Silvers + C. Sexton, Tales of the Unexpected: A Pragmatic and Candid View of Life Post-Launch

  1. 1. Tales of the Unexpected:  A Pragmatic and Candid View of Life Post-Launch
  2. 2. Allegra Burnette The Museum of Modern Art Dana Mitroff Silvers San Francisco Museum of Modern Art Charlotte Sexton The National Gallery, London
  3. 3. Redesigning Your Museumʼs Web Site: A Survivorʼs Guide
  4. 4. Todayʼs Big Takeaways   The post-launch period is as critical as the development phase   Plan for it   Donʼt underestimate it
  5. 5. Our Goals   Share lessons learned Highlight issues and challenges Help you be proactive
  6. 6. Your Goals   How many people in room are: Contemplating a redesign?  In progress?  Post launch? What are you hoping to get out of this session?
  7. 7. Size Doesnʼt Matter   We represent larger institutions But these are universal themes Itʼs more about people + process than budget + scale
  8. 8. Three Tales of the (Un)expected   Cause, Effect, and Fallout The Efficiency Myth The Rock in the Pond
  9. 9. Cause, Effect, and Fallout   Charlotte
  10. 10. The Organizational Impact  of a Redesign hdl.loc.gov/loc.pnp/ggbain.10178
  11. 11. hdl.loc.gov/loc.pnp/fsac.1a35442
  12. 12. Strategies: Now You See Them, Now You Donʼt www.fieldmuseum.org/urbanlandscapes/
  13. 13. The Alchemy of Success   A clearly articulated strategy is essential, however... If you/your organization doesnʼt have one —youʼre going to have to make one up! Be nimble and flexible in your approach —change is inevitable so plan for it  
  14. 14. Your Experiences   Pre-existing, new, or ad hoc strategy? Shifting goals? Dealing with a changing landscape?      
  15. 15. The Efficiency Myth   Dana
  16. 16. http://loc.gov/pictures/resource/fsac.1a35310/
  17. 17. The CMS and Web Team   New site + CMS ≠ miracle Playing the “CMS” card    
  18. 18. Reality Check   Reality is more nuanced Teams are working smarter and more efficiently... but just as hard!! Yet hard for colleagues to see  
  19. 19. More Work, Same Team   No added staff at all three institutions Loss of temp staff    
  20. 20. The CMS and Staff http://community.tradeking.com/upload/0001/0383/ rube_goldberg_machine.jpg
  21. 21. What This Means   Scaled-back expectations Iterative roll-outs Simpler interfaces for some users Systematic and rigorous oversight Ongoing documentation
  22. 22. The Benefits   Content separated from presentation More efficient workflows Can build a more complex page in half the time More templates, more variety Fun!
  23. 23. The Takeaways   A new site + CMS is not a miracle cure Donʼt overplay the CMS card Educate stakeholders and manage expectations Be realistic, flexible, and creative with your roll-out
  24. 24. Your Experiences   Did your CMS live up to your expectations? What would you do differently? How has your CMS usage evolved?
  25. 25. The Rock in the Pond   Allegra
  26. 26. MoMA.org redesign launch
  27. 27. Andrew Wyeth dies (links to Christinaʼs World) MoMA.org redesign launch
  28. 28. Andrew Wyeth dies Tim Burton opening (links to Christinaʼs World) MoMA.org redesign launch
  29. 29. Andrew Wyeth dies Tim Burton opening (links to Christinaʼs World) MoMA.org redesign launch ? ?
  30. 30. Analytics   At Launch: National Gallery: Google Analytics SFMOMA: WebTrends and Google Analytics MoMA: Omniture and Google Analytics Post Launch: National Gallery: Google Analytics SFMOMA: Google Analytics (in progress) MoMA: Google Analytics
  31. 31. Invisible Administration   MoMA: Project Tracking: Basecamp Bug and Feature Tracking and Documentation: Lighthouse SFMOMA:  Bug Tracking: JIRA Feature Tracking: Pivotal Tracker Documentation: Confluence (wiki) National Gallery: Bug Tracking: UnFuddle & Online Support site Feature Tracking: Excel Documentation: Microsoft SharePoint (wiki)
  32. 32. Post Launch Budget   SFMOMA: 10% of original development budget National Gallery: 10% of original development budget MoMA: 10% of original development budget  
  33. 33. http://www.flickr.com/photos/library_of_congress/2178275857/
  34. 34. Mock-up of National Gallery mobile site courtesy of Jim Richardson, Sumo Design (sumodesign.co.uk)
  35. 35. The Takeaways   A redesign wonʼt suddenly boost your popularity—content does A redesign is just a line drawn in the sand Documenting the process post-launch is just as important A website redesign is just one part of a larger digital strategy Have fun!
  36. 36. Your Experiences   How has your redesign affected your traffic? What feedback was expected/a surprise? Has your redesign prompted new initiatives or larger projects? If you havenʼt finished yet, what do you anticipate/are concerned about?
  37. 37. Contact   Allegra:  allegra_burnette@moma.org Dana:  dmitroff@sfmoma.org Charlotte: charlotte.sexton@ng-london.org.uk

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