From MCG 'Museums Get Mobile!' event 16 May 2014 The truth is that mobile isn’t working for museums in the way we imagined. Is now the right time to think about mobile in a different way? What can we interpret from our visitors’ needs and behaviours to design services that are truly transformative and be a fully integrated part of the service offered by a museum? Lindsey Green takes a look at what happens when we stop designing mobile products and start using mobile as tool in the design for a whole service.

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Museums Get Mobile Lindsey Green May 2014

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Mobile products are built
because a decision was taken to
create mobile

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Mobile
doesn’t work
We won’t use
mobile again

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A poor work man
blames his tools?

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What’s the definition of
the thing we have to design
before we choose which tool
is the right one?

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“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

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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.

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Design the service
1. Shifts the focus to
visitor needs
2. Allows the digital
solution to be more
successful

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Visitor
Services
Curatorial
Formal
Learning
Informal
Adult
Learning
Informal
Family
Learning
Security
Retail
Membership
Marketing
and
Communications
Digital
IT Publications
Travel trade
Collections
Rights
management
Senior
management

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Suggested Tools
1. The Digital Service Manifesto
2. The Visitor Journey Map

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Suggested Tools
1. The Digital Service Manifesto
2. The Visitor Journey Map

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Manifesto
“A public declaration of
intentions, opinions, or motives,
as one issued by a government,
sovereign, or organisation.”
Dictionary.com
Goals/Objective
s
Shared

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IWM
Families
service

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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

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Suggested Tools
1. The Digital Service Manifesto
2. The Visitor Journey Map

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In-gallery

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Visitor
journey

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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

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e:
lindsey@franklygreenweeb.com
t:
@FranklyGW
@lindseygreen
Images thanks to Flickr Commons:
The hidden treasures of the Worlds
Public Archives
http://www.flickr.com/commons

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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.co
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