Andrew Lewis

Making Cultural Heritage Mobile: Challenges and PossibilitiesCRASSH Centre for Research in the Arts, Social Sciences and HumanitiesUniversity of Cambridge29 November 2013

Victoria and Albert Museum

Mobile is everywhere

Mutation

Mobile Device Diversity - the growing variety of devices, computing styles, user contexts and interaction paradigms will make "everything everywhere" strategies unachievable.

Gartner. The Top 10 Strategic Technology Trends for 2014.(October 2013)

Web access is mutating

Improved JavaScript performance – Growth of HTML5 and the browser as a mainstream enterprise application development environment.

The Internet of Everything - expanding beyond PCs and mobile devices into enterprise assets such as field equipment, and consumer items such as cars and televisions.

The Era of Personal Cloud - The personal cloud era will mark a power shift away from devices toward services.

Challenges – 1Consumer tech landscape

Let’s talk about computers

Mobile internet devices will outnumber the global human population by the end of 2013

CISCO. Visual Networking Index: Global Mobile Data Traffic Forecast Update 2012–2017.

(published February 2013)

£25

Your phone can talkwith the walls

£20

Possibilities – 1Diverse options

www.instructables.com/id/Psychic-Fortune-Teller-An-automaton-that-reads-t/

Shelley Mannion. http://www.slideshare.net/s.mannion/mideas2013-smannionar

Apps – the new Flash?

Challenges - 2Social behaviour shifts

Service design is all about?

Users

Visitors

Customers

Audiences

Whatever…Stakeholders

Give people what they want

Good Good enough

What people want ischanged by technology

Better

Good Good enough

+

Good enough Better

++

There are emotional factors

Seb Chan. MuseumNext Amsterdam, May 2013.

Unpredictable

Unpredictable and complex

Predictable and simple

Predictable but complex

Unpredictable and simple

Predictable

Simple ComplexWe are here :)

Possibilities - 2Disruption opportunities

Think characteristics

brick

HeavyRoughOrangeyPorousFlatHand-sizedStable on each sideDense materialQuite softCheap

characteristics

phone

Takes photosHas a clockAllows remote speechHas a rechargeable batteryQuite light, easily breakablePocket sizedTouch enabled, finger-sizedExpensiveValuableHas model-specific features

characteristics

It’s all about…

Mobile?

Augmented reality?

Tablets?

Apps?

NO – it’s about context…Location-based services?

Mobile

Augmented reality?

Tablets?

Apps?

Location-based services?

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)

Just over half (53%) of all UK adults are regular media multi-taskers i.e. they use other web devices while watching TV

weekly or more often

OFCOM. Communications Market Report 2013. (published August 2013)

Tablet owners significantly more likely than average to multi-task with other media while watching TV (81%)

More than half of UK adults own a smartphone

Mobile access has mutated

Possibilities - 3Data driven means scalable

Hand-built web has become unmanageable

datadataData engineWeb API = portable data

Objects KnowledgeTools +

standards RecordsSecure

Storage Connectivity

Collectionobject records

Media assets

Events

Shop products Customer behaviour data

Staff knowledge

Learning resources

Web connectivitymakes your

data portable

For efficiencyand responsiveness

to the chaos ofconsumer digital change

Search the Collections (STC)

Mobile STC

Website auto-display module

Furniture gallery digital label

Digital map

One chair. One authoritative

digital asset.At least five uses

V&A Digital Map – optimised for enjoyable discovery on a tablet

Collection datafed via web API

www.vam.ac.uk/map

Event datafed via web API

V&A Digital Map – optimised for enjoyable discovery on a tabletwww.vam.ac.uk/map

* OFCOM. Communications Market Report 2013. (published August 2013)

• Bedrooms, and main TV rooms, are popular locations to use a tablet* • Main tablet uses - ‘Entertainment’ and (50%) ‘easy access to the internet’ (45%)*

• One in ten households has more than one tablet*

Tablets are the most enjoyable way to leisurely browse the web

Optimised for enjoyable discovery on a tablet because…

• More than a third of V&A visitors own a tablet device (above national average)+

+ V&A Mobile usage visitor survey, 2012. Commissioned by V&A Digital Media and Learning departments and conducted by Fusion/Frankly Green and Webb

• Tablet ownership by UK adults doubled 2012 to 2013 to 24%*

• Familiar gesture-based controls - Pinch and zoom, drag-and-drop, etc

• Feels like an app, but it’s an html5 web page

• SVG images zoom with no loss of quality, responsive on large screens

A pleasurable way to discover what’s in, and what’s on at, the V&A

www.vam.ac.uk/map

Shortlisted for User Experience UK Awards 2013

www.vam.ac.uk/map

Also works on phones (for at least 95% of V&A mobile web users)

V&A mobile web access

• iOS 75%• Android 21%• BlackBerry 1%• Windows Phone 1%• Also-rans… 2%

iPhone Android

Mobile?

Augmented reality?

Tablets?

Apps?

NO – it’s about context…Location-based services?

Mobile

Augmented reality?

Tablets?

Apps?

Location-based services?

Visit-planning content mapped to consumer device use1. Visit Us2. What’s On3. Exhibitions4. All Visits August 2011 – August 2013

Desktop Mobile Tablet

Digital elements of a museum visit… screen use is contextual

Discovery Journey Being hereAwareness

Activity: social digitalLocation: anywhere

Screen: mobile

Activity: leisurely discoveryLocation: homeScreen: tablet

Activity: wayfindingLocation: on the move

Screen: mobile

Activity: leisurely discoveryLocation: Museum

Screen – provided + user’s

Twitter, Facebook, etc Digital map, What’s On Mobile optimised Visit Us page The awesome V&A

275% increase in tablet use of V&A What’s On feature

Dec 2011 – August 2013

15% of access toV&A Map page

via tablet

August 2013

Navigation people use when planning a visit

Visit practicalities41.3%

Other 13.4%

General content8.5%

Finding out what is on36.8%

www.vam.ac.uk/b/blog/digital-media/google-analytics-event-tracking

Visitor Information– mobile heavy content

Part of the bigger strategic move to mobile-optimisation

V&A mobile access Oct 2013Visit Us page

• Desktop 57%• Mobile 25%• Tablet 17%

http://www.vam.ac.uk/b/blog/digital-media/google-analytics-event-tracking

www.vam.ac.uk/b/blog/digital-media/mobile-research-resources

Research reports are listed here :)

Mobile arrived ages agoUnderstand, but don’t lead with technology

Look at social trendsAccept you can’t do it all- prioritise

Data, data, data You are not alone

www.vam.ac.uk/digitalmedia

Lead with user experience design

Andrew Lewis

Thank you

http://linkd.in/andrewlewishttp://twitter.com/rosemarybeetle

Victoria and Albert Museum

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www.vam.ac.uk/digitalmedia