Frankly, Green + WebbCreated for: Presented by: Date issued:All In Hand: Mobile Technology + Museums Alyson Webb November 2013
Frankly, Green + Webb
We work with cultural organisations to help them design, evolve and improve their digital services.
Frankly, Green + Webb
We specialise in mobile.
Frankly, Green + Webb
After the Gold Rush
Frankly, Green + Webb
Share some of our design principles, our processes and the evidence behind them.
Frankly, Green + Webb
Service Design Principles
Frankly, Green + Webb
1. Design a service not a product
Frankly, Green + Webb
Contentdesign
Experiencedesign
Servicedesign
• Operations
• Processes
• People
• Marketing
• Communication
• Infrastructure
• Software
• Hardware
• Information
• Help
• UX
Frankly, Green + Webb
How Likely are Visitors to Use the Free Wifi Service?
Frankly, Green + Webb
In the main, visitors’ concerns about using their smartphones in the museum centred on practical concerns about cost and battery life
1 in 5 visitors had no concerns at all about using their smartphones
Frankly, Green + Webb
2. Design the service around specific audience motivations
Frankly, Green + Webb
Who Uses the Audio Guide?
Frankly, Green + Webb
Frankly, Green + Webb
3. Market the benefits not the technology
Frankly, Green + Webb
Communicating The Benefits Of The Service To Non-Users
Non-Users have few negative perceptions of the guide… They have little perception of the guide at all
Frankly, Green + Webb
This is the audioguide hand out location.
Less than half of the visitors take the free audioguide
Frankly, Green + Webb
4. Decide what you would like to see and make that happen
Frankly, Green + Webb
“(we) liked when the story referred to things in the museum and asked you to
find them.”
“probably would have walked past Fire of London picture
otherwise.”
Frankly, Green + Webb
5. Develop services that improve, extend or piggy-back on natural
visitor behaviours
Frankly, Green + Webb
Q. What activities did you engage in using your smartphone, that enhanced your gallery or cultural visit?
Frankly, Green + Webb
6. Do something small and do it well.
Frankly, Green + Webb
Frankly, Green + Webb
7. Physical context and mobile experience has to work together
Frankly, Green + Webb
“…the saxon roundhouse where we sat and watched the videos and then
thought about what made our house a home and what differences the were
between ours and theirs”
“there was somewhere quiet to read - like the house”
Frankly, Green + Webb
Process
Frankly, Green + Webb
1. Start small
2. Start mobile
1. Set the expectation of iteration
2. Work cross-departmentally
1. Show evidence of how your visitors are using mobile in the gallery already
2. Agree on a set of principles
3. Be clear and honest about what mobile does well and what it does badly
4. Make use of what is already out there.
5. Map the whole visitor journey
9 tips on process
Frankly, Green + Webb
t: @FranklyGW
w: www.franklygreenwebb.com
Images thanks to Flickr Commons:
The hidden treasures of the Worlds Public Archives
http://www.flickr.com/commons
Created for: Presented by: Date issued:All In Hand: Mobile Technology + Museums Alyson Webb November 2013