digital media at the v&a, bits2blogs, newcastle, 2013
Post on 21-Oct-2014
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DESCRIPTION
Review of the current thinking and strategic approaches being adopted by the Digital Media department of the V&A in their work of creating public-facing digital media services.TRANSCRIPT
Andrew Lewis
Digital Media at the V&A
Tyne & Wear Archives & Museums
Bits 2 Blogs, 19 March 2013
linkd.in/andrewlewis@rosemarybeetle
Victoria and Albert Museum
This session will cover these issuesThis session will cover…
• Organisational governance and structure
• Digital Media content-delivery strategies
• Technical implementation of digital services1. Developing new services 2. Rationalising legacy systems
• Using evidence of user needs to develop services
A journey
Strategy
MeasurementImplementation
Governance
Iterate
Governance
Governance….
Organisational governance
New governance for digital processes agreed March 2012Digital Governance – March 2012
Trustee’s Technology Strategy Committee - role
• Ensure best practice in digital
• Agree, review and steer projects within an overarching digital programme
• Check design integrity of digital output
Trustee’s Technology Strategy Committee - scope
• Digital output and content
• ICT infrastructure
• Creation of digital assets
Aligning departmental structure
Digital Media restructuring July 2012
Defining content process
Content commissioning workflow
Strategy
Developing strategic guidelines
Technical strategic guidelines
• Be audience focussed
• Use open data-driven as default
• Mobile first
• Use short planning cycles and defined product lifespans
• Make faster, smaller changes to services
• Separate content programming from delivery design
• Have clear governance and processes
• Objective-based planning/ evidence-based review
• A strategic direction not a fixed destination
Implementation
FutureNow
Change is daunting
Rationalising services
V&A website landscape March 2012
V&A projected website landscape
You have to start somewhere
Targeted areas for 6-12 month action
Tough Love
Change requires hard decisions and effort
• Restructured digital media department
• Department staff reduced by 30%
• Closed down 50+ legacy microsites
• Closed down 100+ legacy interactives
• Migrated main CMS to the Cloud
• Migrated media store off site
Shiny new things
New services or enhancements• Iterations of responsive design for mobile
• Main pages, Home page, July 2012
• What’s On, Search pages, November 2012
•The Network – multiple-feed news blog
•Launched calendar app
• Improved What’s On design
•Rolling out branded V&A font on web pages
•Data-driven digital labels
•Launched 100 Plays theatre app
Responsive mobile website - July 2012
Mobile – user behaviour
Technical strategic guidelines
• Be audience focussed
• Use open data-driven as default
• Mobile first
• Use short planning cycles and defined product lifespans
• Make faster, smaller changes to services
• Separate content programming from delivery design
• Have clear governance and processes
• Objective-based planning/ evidence-based review
• A strategic direction not a fixed destination
The Network www.vam.ac.uk/b/blog/network
The Network – multiple-feed news blog
Learning
Research
Artist in Residence
Poster collection
Engraved ornament
The Network
Technical strategic guidelines
• Be audience focussed
• Use open data-driven as default
• Mobile first
• Use short planning cycles and defined product lifespans
• Make faster, smaller changes to services
• Separate content programming from delivery design
• Have clear governance and processes
• Objective-based planning/ evidence-based review
• A strategic direction not a fixed destination
Evidence
Beginners guide to using analytics
= good, right?
Technical strategic guidelines
• Be audience focussed
• Use open data-driven as default
• Mobile first
• Use short planning cycles and defined product lifespans
• Make faster, smaller changes to services
• Separate content programming from delivery design
• Have clear governance and processes
• Objective-based planning/ evidence-based review
• A strategic direction not a fixed destination
Using Analytics to understand users12
3
5
4
18,961 visits from same header link on ALL pages(includes home page)
8,961 visits from here
21,089 visits from here
slidesha.re/ZoOiOr
Asking users to understand usersSurvey visitors to the V&A Autumn 2012
•People turn off data to save money
•60% of people use a SMART phone to enhance their visit
•People bring their phones, but not their tablets
Full report free to download on V&A Digital Media blog
www.vam.ac.uk/digitalmedia
Strategy
MeasurementImplementation
Governance
Iterate
Organisations are systems
A journey
Victoria and Albert Museum
Thank youwww.vam.ac.uk/digitalmedia
Andrew Lewis
Digital Media at the V&A