museums go mobile: start designing the service, not the website

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

Frankly, Green + Webb t: @lindsey_green @franklyGW


Mobile products are built because a decision was

taken to create mobile


Mobile

doesn’t work

We won’t use mobile again


A poor work man blames his

tools?


What’s the definition of the thing we have to

design before we choose which tool is the

right one?


“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


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.


Design the service

1. Shifts the focus to visitor needs

2. Allows the digital solution to be more

successful


Visitor Services

Curatorial

Formal Learning

Informal

Adult

Learning

Informal

Family

Learning

Security

Retail

Membership

Marketing

and Communications

Digital

ITPublications

Travel trade

Collections

Rights management

Senior management


Suggested Tools

1. The Digital Service Manifesto

2. The Visitor Journey Map


Manifesto

“A public declaration of intentions, opinions, or motives, as

one issued by a government, sovereign, or organisation.”

Dictionary.com

Goals/Objectives

Shared


IWM Families

service


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


Suggested Tools

1. The Digital Service Manifesto

2. The Visitor Journey Map


In-gallery


Visitor journey


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


e:

[email protected]

t:

@FranklyGW

@lindseygreen

Images thanks to Flickr Commons:

The hidden treasures of the Worlds Public Archives

http://www.flickr.com/commons


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.com