Ashmolean Museum Developing a Sustainable Digital Audience Engagement Programme Cristiano Bianchi Adrian Cooper Keepthinking
Jan 15, 2015
Ashmolean MuseumDeveloping a Sustainable Digital Audience Engagement Programme
Cristiano BianchiAdrian Cooper
Keepthinking
Collections Engagement Project
‣ project background‣ key objectives‣ approach
‣ audience segmentation‣ concept development‣ user evaluation results
‣ developing the operational plan
Agenda
combines strategy, consulting, software development and digital design in a single agency.
who we are
who we are
The project
‣ Development of collection engagement strategy and operational plan
‣ Keepthinking (project lead)‣ Morris Hargreaves McIntrye (audience research)‣ The Ashmolean Museum (content and strategy)
the project
Background
‣ The world’s first public museum (1683)‣ Major redevelopment in 2009‣ Audience numbers quadrupled since re-opening‣ Redisplaying objects - Crossing Cultures, Crossing Time
‣ Now shift focus to digital transformation‣ Expand Crossing Cultures, Crossing Time digitally
the project
Project rationale
‣ Over 1,000,000 objects‣ 30% digitised‣ 5% online‣ No common standards for content or technology ‣ Audience demanded more online material
the project
the project
Collections online
34 separate interfacesno common platform
Project rationale
‣ Meet audience needs‣ Combine funding, staffing and other resources to deliver‣ Success dependent on firm foundations
the project
Objectives & outcomes
‣ Who are the museum’s audiences?‣ What do they want?‣ How do we deliver it?
the project
Project inception
Core teamKT, IH, MHM
Project initiation
Client workshop
Key stakeholders/wider staffMHM, IH
Research shopping list
Review evidence
Core teamMHM, KT, IH
List of best practices
Define audiences
Core teamMHM, IH, KT
Prototyping Stage 1
Core teamKT, MHM
Questionnaires
Concept TestingStage 1
Core teamMHM
Interim reporting
Core team / stakeholdersMHM, KT, IH
Recommendations for stage 2
Prototyping Stage 2
Core teamKT
Questionnaires and non interactive wireframes
Concept TestingStage 2
Core teamMHM
Analysis and reporting
Core team / stakeholdersMHM, KT, IH
Full audience evaluation reports and wireframes
Operational plan
Core team / stakeholdersIH, KT
Full operational plan
Interim audience evaluation report
the project approach & process
Audience segmentation
‣ Best practice research‣ User modes and persona‣ Meeting the needs and engage specific users‣ Compare to a physical museum visit
audience segmentation
Audience segmentation by type
‣ 9 audience groups
‣ families‣ general visitors‣ core audience‣ teens‣ undergraduates‣ hobbyists‣ academic researchers‣ primary school teachers‣ secondary school teachers
audience segmentation
audience segmentation
Audience segmentation by behaviour
Concept development
‣ Analysed current best practice‣ Developed ideas‣ Concept testing‣ Prototype testing
concept development
Developing ideas
‣ Looked at what each user mode might need to engage‣ learn‣ search‣ be surprised‣ create inspiration‣ stimulation‣ compare/contrast‣ download‣ plan visits‣ curate‣ ...
concept development
Stages of discovery
‣ 4 stages of discovery‣ get to the object‣ at the object‣ interaction with the object‣ in-gallery/mobile interaction
concept development
concept development prototypes
concept development prototypes
concept development prototypes
concept development prototypes
User evaluation results
‣ Most visitors not actively looking for online collections‣ Expectations based on experiences in other (non museum) online
contexts‣ Expectations will change as technology develops‣ Opportunity to tap brain power (online volunteering and
crowdsourcing)
user evaluation
Content/Context
user evaluation
Reaction graph
user evaluation
reaction graphWho needs what?
Make the objects seen
‣ Coming across the objects‣ Intentional / unintentional discovery‣ Across the website / in specific section
Stage 1Get to the object
user evaluation
Stage 1Get to the object:Browsers
Essential functionalities
‣ Themed highlights
‣ Browse by collection area / department
‣ Interactive floor plans
‣ Timelines(s)
‣ Map(s)
‣ What is new in the collection
Stage 1Get to the object:Browsers
Functionalities not required
‣ Virtual (3D) Galleries
user evaluation
Themed highlights
‣ See between 30 and 50 objects
‣ Have a selection, but not just any selection
‣ Why are highlights... highlighted?
‣ Have several groups of highlights
‣ Crossing Cultures, Crossing Time
Stage 1Get to the object:Browsers
user evaluation
Browse by collection, area or department
‣ Audiences are familiar with the collection
‣ Promote the overall museum theme online
Stage 1Get to the object:Browsers
user evaluation
Interactive floor plans
‣ Relate the experience on site / online
‣ Before and after visit
Stage 1Get to the object:Browsers
user evaluation
Timeline(s)
‣ Help visitors contextualise objects
‣ Object cross relationships
‣ Relationships to other events
‣ Scored very highly across all audience segments
Stage 1Get to the object:Browsers
user evaluation
Map(s)
‣ Another contextualising opportunity
‣ Could be combined with timelines.
Stage 1Get to the object:Browsers
user evaluation
What is new in the collection?
‣ What is new and relevant in the collection
‣ New object on display
‣ Event featuring collection objects
Stage 1Get to the object:Browsers
user evaluation
Essential functionalities
‣ Learn activities
‣ Selections by named people
‣ Themes that connect objects differently from the gallery
‣ You might also like
Secondary functionalities
‣ Seek connections between objects
Functionalities not required
- Exhibitions replicated online
- Collections trails
Stage 1Get to the object:Followers
user evaluation
Stage 1Get to the object:Searchers and Researchers
Essential functionalities
‣ Search using keywords
‣ Advanced search
‣ Search whole collection
‣ Search for items on display only
‣ Multiple sorting options
Secondary functionalities
‣ Search using tags
‣ Sense of how many others like this
user evaluation
People have reached the object: what’s next?
‣ What can visitors do with the objects?
‣ Where can they go from there?
Stage 2At the object
user evaluation
Essential functionalities‣ What is it?‣ Location of object in the gallery‣ Experts' views‣ Catalogue record information ‣ Large images, zoom, multimedia‣ Other relevant content‣ Related objects (how related?)‣ Unexpected stories & relationships‣ Behind the scenes content (e.g. conservation live)
Secondary functionalities‣ Related objects in other collections‣ See quality of record
Functionalities not required- Spin/rotate objects (3D view)
Stage 2At the object
user evaluation
Ashmolean audiences want to be involved
‣ Surprising outcomes‣ Audiences know about your museum and its collection‣ They would love to be able to interact and contribute‣ Shame to miss their contribution
Stage 3Interacting
user evaluation
Essential functionalities‣ Share objects using social media‣ Download images‣ Contribute own content (e.g. research papers)‣ Contribute to crowdsourcing project‣ Sponsor an object (donation with a purpose)
Secondary functionalities‣ Public user profiles (log in)‣ Star, add to favourites (log in)‣ Tag objects‣ Vote for objects to be highlighted or represented in the gallery‣ Vote for objects they haven't seen in galleries and online‣ Submit questions for curator to answer online
Functionalities not required- Create educational activities- Play games, compare contrast, ordering, odd one out- Quizzes: identifying, seeking connections between objects
Stage 3Interacting
user evaluation
Make the content more accessible
‣ Even more surprising outcomes‣ No to using (own) mobile phone at the museum‣ Yes to multimedia and interactive applications
Stage 4Mobile and in-gallery interactives
user evaluation
Essential functionalities
‣ Collect objects for later use
Secondary functionalities
‣ Track their visit at the Museum
Functionalities not required
‣ Use mobile at the Museum
user evaluation
Stage 4Mobile and in-gallery interactives
Developing the operational plan
‣ Build on insight from the user testing‣ Consult with museum staff‣ Technical / organisation / staffing challenges‣ Improve staff digital skills‣ Manage and monitor‣ Budget and time plan
operational plan
Developing the operational plan
‣ What is an overall digital strategy?‣ How does the collection engagement fit in?‣ Technological challenges‣ Documentation challenges‣ Curatorial challenges‣ Staffing and management challenges‣ Sustainability
operational plan
operational plan
STRATEGY
5 YEAR PLAN
PROJECT A PROJECT B PROJECT C
Positioning engagement
operational plan
CONTENT(digitisation / interpretation / context)
TECHNOLOGY INFRASTRUCTURE(access / innovate)
RESOURCES(people / skills / funding / partnerships)
Supporting strategic aims
Developing the operational plan
‣ 5-year plan‣ Strategic goals: content, technology, resources‣ Long-term changes
‣ Digital culture at the core of museum activities‣ Integrated, museum-wide programme of change‣ Divided into manageable projects
‣ Plan as a delivery framework‣ ...with priorities
operational plan
Content
‣ Content creation‣ objects / archives‣ digitisation (photography / scanning / audio / video)‣ interpretation / narrative / curation
‣ Guidelines‣ Shared content creation guidelines‣ Strategy for collaboration
‣ Sharing‣ Sort out digital access rights
‣ Objectives‣ High level topics and narrative...‣ ... not departmental agendas!
operational plan
Content
operational plan
HIGHLIGHTS
FULL CATALOGUE
Content
operational plan
HIGHLIGHTS
OBJECT RECORDS
HIGHLIGHTS
FULL CATALOGUE
TOPICS
Content
operational plan
OBJECT RECORDSHIGHLIGHTS
TOPICS
TOPICS
TOPICS
context
number of objects
Browsing
Following
Searching
Researching
Technology
‣ Technology selection based on agreed principles‣ Focussed on management and delivery‣ Separate content and delivery‣ Short planning cycles / agile‣ Regular releases‣ Build in prototyping/experimentation‣ Think mobile/tabled firs
operational plan
Technology
operational plan
e-commerceweb content managementcollections management
API
linked Data,shared content
Digital AssetManagement
System
websiteappse-publicationsin-gallery
applications/interactives
socialmedia
platformschannels / services
data access
content management
asset managementrights management
Technology
operational plan
Resources
‣ Staff and skills‣ Develop staff digital expertise‣ Fund more digital roles‣ Digital as core and not add-on
‣ Funding‣ Funding sources‣ Project specific vs. longer term‣ Content and technical partnerships
operational plan
Strategic goals
‣ Content‣ Deliver compelling experiences to different visitors‣ Ongoing digitisation programme
‣ Technology‣ Museum-wide platform‣ Manage, publish and distribute content
‣ Resources‣ Secure funding‣ Build team (internal/external)‣ Find external technology and content partners
operational plan
5-year plan
‣ Five year period‣ Year 0: Planning, preparation and funding‣ Year 1: Design and user experience / develop‣ Year 2: Release and sustain‣ Year 3: User test and new features‣ Year 4: User test and new features‣ Year 5: User test and new features
‣ Overall approach is stepwise and accumulative‣ Regular, tangible outcomes for content, technology and resources
operational plan
operational plan
5-year plan
operational plan
Project management
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+852 9014 5721
http://www.keepthinking.it
Thank You.