mcn 2013 verso presentation
DESCRIPTION
Slides presented at MCN 2013 on Verso. Session title: Dynamic, Dimensional, Digital: Creative Strategies for Moving beyond the Printed Page in a Museum Context Presenters: Kris Thayer, Douglas Hegley Verso is a digital publication produced by the MIA via Adobe DPS for the iPad platform.TRANSCRIPT
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Dynamic, Dimensional, Digital: Creative Strategies for Moving beyond the
Printed Page in a Museum Context
Dynamic, Dimensional, Digital:
Creative Strategies for Moving beyond the Printed Page in a Museum Context
Kristine Thayer, Senior Designer
Douglas Hegley, Director of Technology
Museum Computer Network Annual Conference
Friday, November 22, 2013
Douglas
Douglas
Douglas
• Provides an insider’s look at art & art museums
Douglas
• With a range of media content: text, images, video, audio, interactive
Douglas
Verso: Telling Stories with Digital Media
Kris
Scholarship and Research
Verso: Telling Stories with Digital Media
Kris
Community & Contemporary
Verso: Telling Stories with Digital Media
Kris
Collecting
Verso: Telling Stories with Digital Media
KrisArt Acquisition
Verso: Telling Stories with Digital Media
KrisBehind-the-scenes
Verso: Telling Stories with Digital Media
Even bees on the roof!
Verso in Action: Live Demo
Kris
Verso: Award Winning Effort
– American Alliance of Museum: 2013 Silver Muse Award
– International Design and Communications: 2013 Best App
– Graphic Design USA: 2013 American Graphic Design Award
Kris
Verso: ReachVerso: Reach
– Over 7500 SubscribersOver 7500 Subscribers• 80% US80% US• 10 % China10 % China• 10% from 65 other countries 10% from 65 other countries
– from Qatar to Borneo to from Qatar to Borneo to Azerbaijan to Moldova ...Azerbaijan to Moldova ...
Kris
Goals & Philosophy
Goals & Philosophy
• Why make Verso?– Staff drive
Douglas
Goals & Philosophy
• Why make Verso?– Just so much content
Douglas
Depth and Breadth of Content
Douglas
Depth and Breadth of Content
Douglas
Depth and Breadth of Content
Douglas
Goals & Philosophy
• Embracing digital• Interactivity = truly moving experiences
Douglas
ProcessProcess
From Experiment to Production
Process– Needed:
• Space/time for individual effort• Manager’s support• An iPad, headphones• Schedule: Summer 2012
Kris
Tools Used
• Content layout & production: Adobe Creative Suite• Audio editing software: Hindenburg• Video editing software: various
• Animation: out-sourced contractors
• Published via: Adobe Digital Publishing Suite (DPS)
Kris
Process– Researched (informally)
– Built prototype based on print pieces – with interactivity
Kris
Process
– Demonstrated to senior management
– Excitement!
Kris
Process• Then I had to make it real!
Kris
Methods
• From individual to team effort– Build collaborative team, learn as we go
Kris
Methods
• From individual to team effort– Build collaborative team, learn as we go
• Fit into existing work
Kris
Methods
• From individual to team effort– Build collaborative team, learn as we go
• Fit into existing work• What are we going to STOP doing?
Kris
Methods
• From individual to team effort– Build collaborative team, learn as we go
• Fit into existing work• What are we going to STOP doing?
– We are still working on this …
Kris
Platform• Why iPad?
(not necessarily a strategic decision)
Douglas
Platform• iPad: Pros
– Elegance of interface – beautiful display
Douglas
Platform• iPad: Pros
– Elegance of interface – beautiful display– iPads = number 1 device
Douglas
Platform• iPad: Pros
– Elegance of interface – beautiful display– MIA audience statistics: iPads = number 1 device– Standardized format – needed only 1 version of content
Douglas
Platform• iPad: Cons
– Limited access – not everyone owns an iPad
Douglas
Platform• iPad: Cons
– Limited access – not everyone owns an iPad– Proprietary file formats
Douglas
Platform• iPad: Cons
– Limited access – not everyone owns an iPad– Proprietary file formats– Future:
• iOS upgrades?
• Feature maintenance?
Douglas
Successes
• Management buy-in via demonstration– Including Executives and Trustees– A working prototype trumps a written proposal every time
Douglas
FUNDING!FUNDING!
Douglas
Successes
• Executive & Trustee support• FUNDING!• Siloes be damned!
Douglas
Challenges• Complex – could use a project manager
– Staffing (really only me and one writer)
Kris
Challenges• Complex – could use a project manager
– Staffing (really only me and one writer)• Promotion? How do we get the word out?
Kris
Challenges• Complex – could use a project manager
– Staffing (really only me and one writer)• Promotion? How do we get the word out?• Cost model, including content production costs
Kris
Options
• How else could this be accomplished?
– Responsive web design
Douglas
Options
• How else could this be accomplished?
– Responsive web design– Alternative digital publishing tools
• docpub2ebook
• EPUBgen• Laker• Treesaver• The Baker framework• even WordPress (see The Bangor Daily News)
Douglas
Options
• How else could this be accomplished?
– Responsive web design– Now more digital publishing tools out there, which one
would work best for you?– Developer v. Designer– Outsource it
Douglas
Current Status
• As of October 15, 2013, VERSO has 111 ratings/reviews on the iTunes App Store, the overwhelming majority at 5
stars.
• The V&A’s magazine has 0.
• The TATE’s magazine has 0.
• The Getty’s magazine has 0.
• The Hammer Museum’s member magazine has 0.
• The High Museum’s member magazine has 0.
• The Art Institute of Chicago’s member magazine has 8. Kris
The Future
• Future plans and ideas– Verso is still an experiment
Douglas
The Future
• Future plans and ideas– Verso is still an experiment– Whether it continues or not, we have:
• New production workflows• New skills for MIA staff• Stronger collaborative methods• That will transfer to other efforts
Douglas
The Future• Future plans and ideas
– Need: rigorous content strategy
Douglas
Thank you!
Questions?
Kristine Thayer, Senior Designer
[email protected]@kristhayer11
Douglas Hegley, Director of Technology
[email protected]@dhegley
http://www.slideshare.net/dhegley