20. Mobile usage
Downtime = screentime
On average
16 times a day
for 2mins 13secs
Source: iab, 2014
21. Mobile usage
86% use mobile to help
ticket purchasing decisions
Source: iab, 2014
22. Mobile and the Arts
• 19 of the 100 arts organisations have a
mobile-friendly website.
– 10 have a website with responsive design
– 9 have a dedicated mobile website
Source: chrisunitt.co.uk, January 2013
23. Mobile and Retail
• Top 50 UK retailers still struggle to be
mobile and tablet ready
– 74% have mobile optimised websites
– Only 8% have tablet optimised websites
Transactions
• 81% have transactional functionality
• 62% have an app, just 48% of those are
transactional
Source: iab, June 2013
25. Trends for 2014
• Mobile trends for 2014:
– A ‘mobile-first’ approach
– ‘Age of impatience’ demands speed
– Quality over quantity in mobile app market
– Mobile payments
– Mobile as part of in-store
26. Beyond the web
• Mobile isn’t just your website, consider
email as well
And don’t forget
ticketing,
mailing list,
blog...
27. Beyond the web
• Traffic referrals can help define content –
what are you linking to from Twitter,
Facebook, email?
36. Strategic thinking
Rule #1 – know your current website
• Use a SWOT analysis
• Ask colleagues what they think of
your current website
• Ask your audience what they think
of your current website
38. Strategic thinking
• What is your organisation’s mission?
• What are your organisation’s objectives?
Shakespeare’s Globe…
Promote, maintain, improve and advance education of the dramatic art in all its
forms but principally in relation to the performance of the works of Shakespeare.
41. Strategic thinking
Who is involved internally in the project? CEO
Exec
team
Marketing /
Communications
Box Office
Development /
Friends
Shop
Finance
Learning /
Education
43. Strategic review
What your desktop site can tell you
• Who uses it?
• How do users navigate it?
• Where do they access it from?
• Popular content
44. Strategic review
Purpose, doesn’t have to just be mobile
• What is your website’s primary purpose?
• What is its secondary purpose?
• And its tertiary purpose?
45. Strategic review
How does it need to deliver that purpose?
• What is essential to the website?
• What is desirable to the website?
46. Strategic review
Benchmarking
• Informal meet up groups with similar organisations
• Action research projects, e.g. Culture 24 Let’s Get Real
• Websites and blogs, e.g. Econsultancy, The Collections Trust,
chrisunitt.co.uk, Department for Culture, Media and Sport
• Research papers by organisations, e.g. NHM’s Mobile report -
http://bit.ly/1hEvQcZ
48. Setting objectives
Beyond its purpose, what do you want from the new website?
• Easy to navigate
• Combine several sites into one website
• Flexible structure
49. Setting objectives
Key Performance Indicators (KPIs)
What is important to your organisation and how does the website
reflect this?
• Event/Product sales
• Workshop sign-ups
• User generated content
50. Setting objectives
Key Performance Indicators (KPIs)
How do you track this with your website?
• Online sales vs in person / by phone
• Brochure downloads vs printed brochures
• Number of user accounts created/sign-ups
• Referrals from 3rd party listings/ad websites
Talk these through with your agency, they will help to track and
define them more.
54. Briefing an agency
Current
Pros
• Know and understand your
organisation
• Integrate CMS with desktop
website
vs. New
• Could be more competitive
on budget
• First step towards changing
agencies
55. Briefing an agency
Writing a brief
Summarise:
• Strategic thinking
• Strategic review
• Objectives
• What you like (design and trends)
56. Briefing an agency
Writing a brief
Sections to include:
• Introduction to your
organisation
• Review of the current website
• Objectives for the new website
• What you like
• Content for the new website
• Technical requirements
• Budget
• On-going development
• Conclusion
57. Briefing an agency
Writing a brief
Budget
• Have you been allocated a budget already?
• Speak to existing suppliers, e.g. ticketing, mailing list,
for quotes on integrating with a new website
• Speak to potential agencies for quote ranges
• Set a maintenance budget for once the website is live
58. Briefing an agency
Tender process
• Do you have an agency roster?
• Does your tender need to be public?
• Discover agencies through other websites that you like
• Be realistic on timings
Then…
• Read tenders
• Shortlist agencies
• Meet shortlisted agencies for pitching
• Select an agency
60. Briefing an agency
Tell them what you like
• What other websites do you like?
• What is it that you like about them? Design? Functionality?
• Don’t just say ‘Google’, know why you like Google
62. Project management
Who is involved in the project? CEO
Exec
team
Marketing /
Communications
Box Office
Development /
Friends
Shop
Finance
Learning /
Education
Account
Manager
Project
Manager
Designer
Developer
(Tech)
User
experience
Managing /
Creative
Director
63. Project management
• Create a project
folder on your
computer, team or
shared drive with all
documents, designs
and content in it.
• Label by yymmdd
and have a ‘signed
off’ folder.
64. Project management
What documents to expect from an agency:
• Terms and conditions
• Project scope
• Technical specifications
• Project schedule
• Invoices
• Site map
• Wireframes
• Designs
• Sign off forms
• Service level agreement (SLA)
65. Project management
What documents to expect from an agency:
• Project scope
– Aims and objectives
– Design and tech spec references
– Notes on features/challenges
– Sitemap
– Budget
– Timelines (briefly)
– Additional phases/what’s not included
67. Project management
What documents to expect from an agency:
• Project schedule
– Key dates for when your time
is needed and for sign-off
– Your organisation’s key dates
(season launches, events etc)
• Approach
– Waterfall: traditional project process. Clear
start and end point with agreed objectives and
scope.
– Scrum: agile methodology. Most commonly
used for software development, projects
progress via several ‘sprints’, enabling you to
develop – release – feedback – develop –
release – feedback on loop.
71. How we did it
• Four staged releases
– Release 1: January 2013
• 3rd party CMS
• 1st and 2nd level content, including all What’s On
events
• Mobile optimised ticketing pages
• Pros: Up and running on time for Priority Booking
• Cons: Limited ability to create new content, events
were manually entered, two CMSs to edit
72. How we did it
• Four staged releases
– Release 2: April 2013
• Desktop CMS upgrade to support mobile pages
• Discovery Space content
• What’s On date search
• Pros: Single CMS structure for desktop and
mobile, events automatically pulled from Calendar
• Cons: Managing a staging server for the CMS
upgrade
73. How we did it
• Four staged releases
– Release 3: February 2014
• Deeper content optimised
• Ticketing integration created for productions and
events to view performances availability before
entering the ticketing site
• Pros: Increased content
• Cons: Not all deeper content templates were
designed for the mobile site
74. How we did it
• Four staged releases
– Release 4: TBC…
• Online shop
• Pros: Online transactions
• Cons: Dropped to the bottom of the to-do list
75. How we did it
• Globe to Globe Hamlet
– Fully responsive website
• Desktop
• Tablet
• Mobile
– All content ready at go-live
– Cons: Possible display errors with new
‘phablet’ screen sizes
77. Thinking about design
Look & feel • Typically the
homepage and a
generic text page
• Logo position
• Fonts
• Site navigation
• Colour palette
• Key call to action
points
• Ease of selecting
links
• What can be
edited?
80. Thinking about design
Templates
• Templates for event
pages, archive
resources, mailing
list sign ups, product
pages
• What content is
displayed – desktop
vs. mobile
• Image crops
81. Thinking about design
Mobile friendly design
• Clear breadcrumb and
page titles
• Expandable content
• Large buttons with
clear click space
around
• ‘Top of page’ links back
to main menu
• Cross sell links
• Social media links
• Contact number on all
pages
86. Site map and user journeys
Start with what you know
• Remember your organisation’s mission
• Use your current analytics to find popular page titles
and user journeys
• What do you link to from email and social media
87. Site map and user journeys
Mobile only content
• What mobile only content do you have?
• How do sections/pages on the mobile
sitemap differ from the desktop website
sitemap?
– What implications does this have?
• Increased editing time in the CMS?
– Are you using the mobile site as a test for changing
the desktop sitemap?
– Are you helping the user to understand where
content sits on the mobile site?
88. Site map
Planning:
• Post it notes
• Text document or
spreadsheet
• Site map software,
e.g. FreeMind
89. Site map
Terminology can change how your audience is involved
• Job vacancies, Work with us, Opportunities
• Visit us, Planning a visit, Visitor information
• Education, Take part, Get involved
• Eating & Drinking, Catering
‘Standard’ options, use what your audience already know
• What’s On
90. Site map
User journeys
• Think about tasks on your website and how they are completed
• Think about how pages are linked
Homepage What’s On Event
Buy a
ticket
What’s
On
Event
About Press
What’s
On
Event
91. Task…
Working in groups to make a sitemap
• Work out what content you’re linking to
• What content is key for your mobile site
• Does it differ to your desktop site?
• Which pages need to link to each other?
93. Preparing for your website
How to write content for your mobile website
• Keep it simple
• Don’t necessarily copy all the content from the desktop
version of a page
• Make it easy to read
– Use clear headings
– Short, simple paragraphs
– Space to select a link via text or button
– Call to actions – contact information, link to next page, booking button
• Manage your mobile SEO (particularly if a separate site)
– Ensure you use correct redirects, and not just link to the homepage
94. Preparing for your website
Content:
• Have a checklist of what each page needs
• Assign pages to colleagues – and chase when it’s needed
• Edit all content to use one tone of voice
• Collate documents and save in a sensible structure
• Save full size images and cropped versions (if needed)
95. Preparing for your website
Training
• Who needs training on managing the new website?
Marketing /
Communications
Box Office
Development /
Friends
Shop
Finance
Learning /
Education
96. Preparing for your website
Testing:
• Complete a ticket or product
transaction
• Sign-up to your mailing list
• Report issues and snags to
your developers
97. Preparing for your website
Get ready
• Arrange any changes
needed for your domain
names
• Be aware of any changes
needed for other systems,
e.g. email, ticketing, mailing
list, e-commerce
Ticketing
Mailing list Website Email
E-commerce
99. Launching your website
3, 2, 1…
• Don’t launch on a Friday
• Allow 72 hours for the
website to become
accessible by everyone
100. Launching your website
Tell your audience:
• Internal email
• E-newsletter
• Facebook
• Twitter
And expect feedback
…and adjust.
101. Launching your website
What next?
• Go back to your original objectives
• Fill in missing areas and content
• Keep up the good work - refresh your content, update
functionality
