how to plan responsive web services
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How to plan responsive web services
Victoria and Albert Museum
Andrew LewisDigital Content Delivery ManagerMuseums and the Web 4 March 2014
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Before you start typing…
MW2014 paper:bit.ly/mw14al
slides:
@rosemarybeetlefollow:
(Tweet me if I missed something)
bit.ly/mw14alss
User contexts
User contextsNot technology…
Nor gadgets…Nor app platforms…
Some basics
What are responsive web services?
A responsive web service is
one that adjusts
automatically
to suit the different ways
your audiences choose to
access it
Multiple user contexts of a museum visit
Discovery Journey Being hereAwareness
Activity: social digital
Location: anywhere
Screen: mobile
Activity: leisurely discoveryLocation: homeScreen: tablet
Activity: wayfindingLocation: on the move
Screen: mobile
Activity: leisurely discoveryLocation: Museum
Screen – none/gallery screens/mobileTwitter, Facebook, etc Digital map, What’s On Mobile optimised Visit Us page The awesome V&A
Optimisation
brick
HeavyRoughOrangeyPorousFlatHand-sizedStable on each sideDense materialQuite brittleCheap
characteristics
phone
Takes photos, videos audioAllows remote speechHas a rechargeable batteryQuite light, easily breakablePocket-sizedTouch enabled, finger-sizedExpensive/valuableHas model-specific featuresReplaces pre-planningTaken everywhere
characteristics
Why make things responsive?
53% of all adults regular media multi-taskers
UK OFCOM. Communications Market Report 2013. (published August 2013)
81% tablet owners multi-task with other media and TV
More than half of adults own a smartphone
Digital changes behaviour
Google. The New Multi-Screen World. Understanding cross-platform consumer behaviour (published August 2012)
Google. The New Multi-Screen World. Understanding cross-platform consumer behaviour (published August 2012)
Planning
ServiceDevelopment
Cycle
Understandaudience needs
Adjustservices
Decide priorities
Digitalunpredictability
Consumer trends
Your brainContinuous enhancement Innovation from disruption
Continuousenhancementwithin known user context
Disruptive innovationmakes new
user contexts possible
The disruption of usable touch navigation
User context – planning on the go
User context – phone as visual diary
User context – comfy sofa time
User context – uncomfy conference time
User contexts change as digital does
The contexts of voice??
Useful approaches
Research
Research
bit.ly/mw14al2
There is a lot of evidence out there
Communities- eg @museweb, @MuseumCN, @ukmcg)
Rocking the hat, Nancy!
User data
Measuring success
KPI
Largeness of KPI
Get bigger for ever
Content format segmentation….
Device segmentation….
Trend analysis within segments….
Visit practicalities41.3%
Other 13.4%
General content8.5%
Finding out what is on36.8%
Intention analysis within segments….
UK
bit.ly/mw14al3
Usercontext
s
Basic technical stuff
(with subtitles for the technically minded)
Start with simple web stuff
(progressive enhancement)
Display changes as screen size changes
(fluid-grid responsive frameworks are cool)@media screen and (max-width: 640px) { your code here… }
}
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Scaling and positioning of images
Dual-modes for task optimisation
Responsive to orientation
Responsive to zoom scale
Responsive for large screens
Separate user-design from technology
(Decouple front end from backend data)
Search the Collections (STC)
Mobile STC
Website auto-display module
Furniture gallery digital label
Digital map
One chair. One
authoritative digital asset.Powered by
APIs
Options for change
Invest in your services
for your audiences
Add to procurement guidance
Visitor Information
Optimisation - quick wins based on data
To wrap
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User contexts Strategic prioritisation
Fluid grids Investment
Thank you
Victoria and Albert Museum
@rosemarybeetle
www.vam.ac.uk/digital
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