Web and mobile: November 2013

A fresh-looking website with a straightforward attitude towards information

Like many museum services, National Museums Liverpool (NML) runs multiple sites each with their own identity, exhibitions and learning programmes, visitor information and so on.

Over the past few months, NML has relaunched its online presence to provide a central hub for its seven museums and galleries, while still giving each venue its own online identity.

The resulting website manages to cram a lot of information into a logical and well-ordered homepage.

Two navigation bars allow the e-visitor to determine their next step. The top bar is focused on NML, with information about the service, venue hire, the shop and contact information.

The second navigation bar relates to the seven sites – hover over each option, and a very useful summary of the museum appears, including a snapshot and a map.

If the visitor goes further and clicks through to, say, the Walker Art Gallery, they are taken to a new homepage fully branded as NML and the gallery.

Each of these sub-sites contains the same navigation options, including highlights, collections, schools and groups, and shop. Plenty of pictures and options for more information (such as blogs, videos and events) give visitors lots of opportunities to browse further, without being too overwhelming.

The opening times and maps are prominently displayed on each page, as is information about how to donate to NML, sign up to its newsletter or follow it on Twitter and other social media channels.

A carousel enables the latest news to be shown to casual browsers, and above the search function is an option to translate the site into dozens of different languages.

When there’s so much to tell people, there’s always a risk that some things will get lost. But the new NML site looks fresh and modern, and provides easy access to essential information as well as a clear-cut routes for more detailed exploration.


An app inspired by a traditional audio tour

Rambling On, the Museum of East Anglian Life’s recently launched app, takes inspiration from traditional audio tours. Built-in GPS allows visitors to plot their route around the museum’s 75-acre site, with audio clips at key points ranging from oral histories, interviews, music and scripted re-enactments.

Unlike a traditional audio guide, the app invites users to record their own audio clips and photographs, and submit these to the app.

Once this has been approved by moderators, this user-generated content will go live for other people to listen to.

Content in the app was created by staff and volunteers, which gives it a slightly “homemade” feel. A recording of the Jubilee Ladies Choir of Stowmarket, for example, starts with the faint sound of feet shuffling before the music kicks in. But I think the authenticity will appeal to visitors, and will hopefully encourage them to submit their own “warts and all” recordings.

The app was created by Sumo Design for the museum as part of an Arts Council England-funded rebranding project that included a digital aspect. It’s a free mobile audio app for iOS and Android smartphones.


Oxford University Museums has launched a free iPhone and Android app for visitors to the Ashmolean Museum, the Museum of the History of Science, the Museum of Natural History and the Pitt Rivers Museum.

The Explore Oxford University Museums app has two functions: to provide information about the venues, such as maps, opening hours, floorplans and what’s on; and to highlight featured objects. The app also locates these objects for users so that they can see them in person.

Although this app is easy to use, its design is quite old-fashioned. High-resolution photographs of objects look great, but huge amounts of descriptive text do not.
I’m also unsure that a mixed-purpose app is the best way to get visitors to use mobile devices.

If I was in Oxford for the day and wanted to know the Ashmolean Museum’s opening times, I’d probably check out its mobile-optimised website first.

The additional interpretation about objects is useful but far too long and dense. Some more photographs, videos or audio clips would help break this up and offer an alternative way for people to engage.