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.

1. Frankly, Green + Webb t: @lindsey_green @franklyGWCreated for: Presented by: Date issued:
Museums Get Mobile Lindsey Green May 2014

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Mobile products are built
because a decision was taken to
create mobile

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Mobile
doesn’t work
We won’t use
mobile again

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A poor work man
blames his tools?

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What’s the definition of
the thing we have to design
before we choose which tool
is the right one?

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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

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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. Frankly, Green + Webb t: @lindsey_green @franklyGW

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

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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. Frankly, Green + Webb t: @lindsey_green @franklyGW
Suggested Tools
1. The Digital Service Manifesto
2. The Visitor Journey Map

21. Frankly, Green + Webb t: @lindsey_green @franklyGW
Suggested Tools
1. The Digital Service Manifesto
2. The Visitor Journey Map

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

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IWM
Families
service

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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. Frankly, Green + Webb t: @lindsey_green @franklyGW
Suggested Tools
1. The Digital Service Manifesto
2. The Visitor Journey Map

26. Frankly, Green + Webb t: @lindsey_green @franklyGW

27. Frankly, Green + Webb t: @lindsey_green @franklyGW
In-gallery

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Visitor
journey

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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. 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. 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