Page 216 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 2015216As a result of this transformation, websites are created as destinations in themselves, places in which to collaborate and create content jointly, access related information, make comments, download images and catalogues, view museum and library holdings, and pay virtual visits to exhibitions, among many other things. All this brings the institution to life beyond its walls, chiefly during the pre- and post-visit phases.We have considered various concepts when analysing museums’ websites:• Usability; i.e. content should be clearly pre- sented so that anyone who visits the website is capable of finding what interests them fast.• Quality of content.• 2.0 tools such as blogs, video channels, social networks and different means of allowing anyone interested to take part.We should not be surprised that the most important museums in the world such as Tate and the MoMA are spearheading the renewal of websites. They are pioneers in implementing novel initiatives and tend to be an example for the rest of the institutions to follow.2Tate was one of the first institutions to take an interest in how the Internet could contribute valuably to dissemination and contact with its visitors. As a result of this work, its site, which brings together all the Tate museums, provides blogs, downloadable apps that are mainly free, video channels, educational resources and countless content, as well as basic information. Everything is simply designed and easy to use.MoMA’s website has an impeccable, dynamic design. It covers both institutions and every- thing that goes on in them. It has a multimedia channel of exhibition “tutorials” and blogs and enjoys a strong presence on the social media. It also features free applications for iPhone, iPad and Android, in addition to mini-sites designed for temporary exhibitions.December 2014 saw the launch of OBJECT:- PHOTO,3 a mini-site devoted exclusivelyto the institution’s magnificent collection of photography. It is an interactive website where users customise their search, comparison and high-resolution viewing criteria, and also pro- vides specific and very thorough information on many of the works. It currently features 341 online works from the first half of the twentieth century that were acquired by MoMA from the collector Thomas Walther in 2001.DMA Friends, Dallas Museum of Art was one of the winning platforms at the Museums and the Web 2014 meeting. Interesting not only for its open code design that allows other museums who so wish to adapt it to their needs, this platform is building audience loyalty through its clear and easy to use design. It calls on visitors to take part in its various museum programmes, for which those who collaborate receive perks (discounts, gifts, etc.). The museum is thus suc- ceeding in monitoring virtual visitors’ conduct, which the institution’s professionals can use to better adapt their next offerings of activities.The website of the Rijksmuseum is one of the most attractive and complete. It is easy to use, with a design that is enticing from the first visit, and images of the works are its main feature. AllFocus 2015. Museums and New Technologies