Discusses the implications on service design that are caused by techological and social trends in mobile use are causing. Key note for 'Making Cultural Heritage Mobile: Challenges and Possibilities' Conference CRASSH Centre for Research in the Arts, Social Sciences and Humanities University of Cambridge 29 November 2013

1. Andrew Lewis
Making Cultural Heritage Mobile:
Challenges and Possibilities
CRASSH Centre for Research in the Arts, Social Sciences and Humanities
University of Cambridge
29 November 2013
Victoria and Albert Museum

2. Mobile is everywhere

3. Mutation

4. Web access is mutating
Mobile Device Diversity - the growing variety of devices, computing styles, user contexts and
interaction paradigms will make "everything everywhere" strategies unachievable.
Improved JavaScript performance – Growth of HTML5 and the browser as a mainstream
enterprise application development environment.
The Era of Personal Cloud - The personal cloud era will mark a power shift away from devices
toward services.
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.
Gartner. The Top 10 Strategic Technology Trends for 2014.
(October 2013)

5. Challenges – 1
Consumer tech landscape

6. Let’s talk about computers

7. 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)

8. £25

10. Your phone can talk
with the walls

11. £20

12. Possibilities – 1
Diverse options

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

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

21. Apps – the new Flash?

22. Challenges - 2
Social behaviour shifts

23. Service design is all about?

24. Visitors
Audiences
Users
Customers
Stakeholders
Whatever…

25. Give people what they want

26. What people want is
changed by technology
Good
Good enough
Better

27. +
Good
Good enough

28. +
Good enough
+
Better

30. There are emotional factors

32. Seb Chan. MuseumNext Amsterdam, May 2013.

33. Unpredictable
Unpredictable and
simple
Simple
Unpredictable and
complex
We are here :)
Predictable and
simple
Complex
Predictable but
complex
Predictable

34. Possibilities - 2
Disruption opportunities

35. Think characteristics

36. Heavy
Rough
Orangey
Porous
Flat
Hand-sized
Stable on each side
Dense material
Quite soft
Cheap
characteristics
brick

37. Takes photos
Has a clock
Allows remote speech
Has a rechargeable battery
Quite light, easily breakable
Pocket sized
Touch enabled, finger-sized
Expensive
Valuable
Has model-specific features
characteristics
phone

38. It’s all about…

39. Augmented reality?
Apps?
Mobile?
Mobile
Tablets?
Location-based services?
NO – it’s about context…

40. Google. The New Multi-Screen World. Understanding cross-platform
consumer behaviour (published August 2012)

41. Google. The New Multi-Screen World. Understanding cross-platform
consumer behaviour (published August 2012)

42. Mobile access has mutated
More than half of UK adults own a smartphone
Just over half (53%) of all UK adults are regular media multitaskers i.e. they use other web devices while watching TV
weekly or more often
Tablet owners significantly more likely than average to multitask with other media while watching TV (81%)
OFCOM. Communications Market Report 2013.
(published August 2013)

44. Possibilities - 3
Data driven means scalable

45. Hand-built web has
become unmanageable

46. data
data
Data engine
Web API = portable data

47. Objects
Tools +
Knowledge standards
Records
Secure
Storage
Connectivity

49. Media assets
Learning
resources
Events
Collection
object records
Staff
knowledge
Shop products
Customer
behaviour data

50. Web connectivity
makes your
data portable
For efficiency
and responsiveness
to the chaos of
consumer digital change

51. Mobile STC
Furniture gallery digital label
Search the Collections (STC)
Digital map
Website auto-display module
One chair.
One authoritative
Atdigital five uses
least asset.

52. Collection data
fed via web API
V&A Digital Map – optimised for enjoyable discovery on a tablet
www.vam.ac.uk/map

53. Event data
fed via web API
V&A Digital Map – optimised for enjoyable discovery on a tablet
www.vam.ac.uk/map

54. Optimised for enjoyable discovery on a tablet because…
• Tablet ownership by UK adults doubled 2012 to 2013 to 24%*
• More than a third of V&A visitors own a tablet device (above national average)+
• One in ten households has more than one tablet*
• Bedrooms, and main TV rooms, are popular locations to use a tablet*
• Main tablet uses - ‘Entertainment’ and (50%) ‘easy access to the internet’ (45%)*
Tablets are the most enjoyable way to leisurely browse the web
* OFCOM. Communications Market Report 2013.
(published August 2013)
+ V&A Mobile usage visitor survey, 2012. Commissioned by V&A Digital
Media and Learning departments and conducted by Fusion/Frankly Green
and Webb

55. A pleasurable way to discover what’s in, and what’s on at, the V&A
• 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
www.vam.ac.uk/map

56. Shortlisted for User Experience UK Awards 2013
www.vam.ac.uk/map

57. Also works on phones (for at least 95% of V&A mobile web users)
V&A mobile web access
•
•
•
•
•
iPhone
Android
iOS 75%
Android 21%
BlackBerry 1%
Windows Phone 1%
Also-rans… 2%

58. Augmented reality?
Apps?
Mobile?
Mobile
Tablets?
Location-based services?
NO – it’s about context…

59. Visit-planning content mapped to consumer device use
1.
2.
3.
4.
Visit Us
What’s On
Exhibitions
All Visits
Desktop
Mobile
August 2011 – August 2013
Tablet

60. Digital elements of a museum visit… screen use is contextual
Awareness
Discovery
Journey
Activity: social digital
Location: anywhere
Screen: mobile
Activity: leisurely discovery
Location: home
Screen: tablet
Activity: wayfinding
Location: on the move
Screen: mobile
Activity: leisurely discovery
Location: Museum
Screen – provided + user’s
Mobile optimised Visit Us page
The awesome V&A
Twitter, Facebook, etc
Digital map, What’s On
Being here

61. 275% increase in
tablet use of V&A
What’s On feature
Dec 2011 – August 2013

62. 15% of access to
V&A Map page
via tablet
August 2013

63. Navigation people use when planning a visit
Other 13.4%
General
content
8.5%
Visit practicalities
41.3%
Finding out
what is on
36.8%
www.vam.ac.uk/b/blog/digital-media/google-analytics-event-tracking

64. Visitor Information– mobile heavy content

66. Part of the bigger strategic move to mobile-optimisation
V&A mobile access Oct 2013
Visit Us page
• Desktop 57%
• Mobile 25%
• Tablet 17%

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

68. Research reports are listed here :)
www.vam.ac.uk/b/blog/digital-media/mobile-research-resources

69. Mobile arrived ages ago
Understand, but don’t lead with technology
Lead with user experience design
Look at social trends
Accept you can’t do it all- prioritise
Data, data, data
You are not alone
www.vam.ac.uk/digitalmedia

70. Andrew Lewis
http://linkd.in/andrewlewis
http://twitter.com/rosemarybeetle
V&A Digital Media blog:
www.vam.ac.uk/digitalmedia
Download this presentation:
slideshare.net/AndrewLVandA
Thank you
Victoria and Albert Museum