digital media at the v&a, bits2blogs, newcastle, 2013

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Review of the current thinking and strategic approaches being adopted by the Digital Media department of the V&A in their work of creating public-facing digital media services.

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Andrew Lewis Digital Content Delivery Manager V&A (Victoria and Albert Museum, London)

Andrew Lewis

Digital Media at the V&ATyne & Wear Archives & MuseumsBits 2 Blogs, 19 March 2013linkd.in/andrewlewis@rosemarybeetle Victoria and Albert Museum

This session will cover these issuesThis session will coverOrganisational governance and structureDigital Media content-delivery strategiesTechnical implementation of digital servicesDeveloping new services Rationalising legacy systems

Using evidence of user needs to develop services

A journey

StrategyMeasurementImplementationGovernance

Governance

Governance.

Organisational governance

New governance for digital processes agreed March 2012Digital Governance March 2012

Trustees Technology Strategy Committee - roleEnsure best practice in digitalAgree, review and steer projects within an overarching digital programmeCheck design integrity of digital output

Trustees Technology Strategy Committee - scopeDigital output and contentICT infrastructureCreation of digital assets

Aligning departmental structure

Digital Media restructuring July 2012

Defining content process

Content commissioning workflow

Strategy

Developing strategic guidelines

Technical strategic guidelinesBe audience focussedUse open data-driven as defaultMobile firstUse short planning cycles and defined product lifespansMake faster, smaller changes to servicesSeparate content programming from delivery designHave clear governance and processesObjective-based planning/ evidence-based reviewA strategic direction not a fixed destination

Implementation

FutureNowChange is daunting

Rationalising services

V&A website landscape March 2012

V&A projected website landscape

You have to start somewhere

Targeted areas for 6-12 month action

Tough Love

Change requires hard decisions and effortRestructured digital media departmentDepartment staff reduced by 30%Closed down 50+ legacy micrositesClosed down 100+ legacy interactivesMigrated main CMS to the CloudMigrated media store off site

Shiny new things

New services or enhancementsIterations of responsive design for mobileMain pages, Home page, July 2012Whats On, Search pages, November 2012The Network multiple-feed news blogLaunched calendar appImproved Whats On designRolling out branded V&A font on web pagesData-driven digital labelsLaunched 100 Plays theatre app

Responsive mobile website - July 2012

Mobile user behaviour

Chart1

9.7913.118.33

17.928.5835

12.4816.7621.88

Jan-12

Jul-12

Jan-13

Percentage growth in use of V&A website on mobile devices (phones and tablets)

Sheet1

81.67%3126210,46116,601

5802547,80441,476

Whole siteVisit UsWhats' On0.179541748900.2858446545

Jan-129.817.912.5

Jul-1213.128.616.8

Jan-1318.335.021.9

Sheet1

Jan-12

Jul-12

Jan-13

Technical strategic guidelinesBe audience focussedUse open data-driven as defaultMobile firstUse short planning cycles and defined product lifespansMake faster, smaller changes to servicesSeparate content programming from delivery designHave clear governance and processesObjective-based planning/ evidence-based reviewA strategic direction not a fixed destination

The Networkwww.vam.ac.uk/b/blog/network

The Network multiple-feed news blog

LearningResearchArtist in ResidencePoster collectionEngraved ornamentThe Network

Technical strategic guidelinesBe audience focussedUse open data-driven as defaultMobile firstUse short planning cycles and defined product lifespansMake faster, smaller changes to servicesSeparate content programming from delivery designHave clear governance and processesObjective-based planning/ evidence-based reviewA strategic direction not a fixed destination

Evidence

Beginners guide to using analytics

Technical strategic guidelinesBe audience focussedUse open data-driven as defaultMobile firstUse short planning cycles and defined product lifespansMake faster, smaller changes to servicesSeparate content programming from delivery designHave clear governance and processesObjective-based planning/ evidence-based reviewA strategic direction not a fixed destination

Using Analytics to understand users125

18,961 visits from same header link on ALL pages(includes home page)8,961 visits from here21,089 visits from hereslidesha.re/ZoOiOr

Asking users to understand usersSurvey visitors to the V&A Autumn 2012People turn off data to save money60% of people use a SMART phone to enhance their visitPeople bring their phones, but not their tabletsFull report free to download on V&A Digital Media blog

www.vam.ac.uk/digitalmedia

StrategyMeasurementImplementationGovernanceOrganisations are systems

A journey

Victoria and Albert MuseumThank youwww.vam.ac.uk/digitalmediaAndrew Lewis Digital Media at the V&A

Information scientist with 11 years managing projects and live digital services in museums and public libraries.

BSc Cybernetics & Control Engineering, MSc Information and Library Studies, chartered librarian, makes stuff

Joined the Victoria and Albert Museum in 2008. Currently Digital Content Delivery Manager, previously Senior Web Content Manager.

Projects large-scale website redesign, content programme management, self-issue services,automated telephone renewal systems, public access computer services, online information, game development, SMART cards, multi-authority procurement and digitisation projects, etc.New digital governance agreed March 2012TrusteeInformation scientist with 11 years managing projects and live digital services in museums and public libraries.

BSc Cybernetics & Control Engineering, MSc Information and Library Studies, chartered librarian, makes stuff

Joined the Victoria and Albert Museum in 2008. Currently Digital Content Delivery Manager, previously Senior Web Content Manager.

Projects large-scale website redesign, content programme management, self-issue services,automated telephone renewal systems, public access computer services, online information, game development, SMART cards, multi-authority procurement and digitisation projects, etc.

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