B2 susan hazan_endusers_personas

E V A / M I N E R V A 2 0 1 3
EVA/Minerva 2013
Jerusalem Conference on the
Digitisation of Cultural Heritage

End-users, User Generated Content, and
Personas: Testing the European Waters
Dr. Susan Hazan, The Israel Museum, Jerusalem
Chair, UGC Task Force, Europeana

Who is the end-user in the Europeana ecosystem?
Who uses Europeana and its 30 million objects?

PART I
The absent end-users who can only be identified as abstract
individuals and need to be characterized as a generic type that
can be evoked to evaluate how a user would typically behave.

PART II
The active end-user who agrees to be
crowd-sourced and drawn in to
collaborate with others whether they
be man or machine.

EVA/Minerva 2013 | End-users, User Generated Content, and Personas: Testing the European Waters | Dr. Susan Hazan


PART I
The absent end-user
The approach taken to visualize the end user
comes from classical user studies and
incorporates personas; a form of role-playing
where volunteers are asked to take on a role,
or persona and to perform an explicit task
with a specific outcome.

Athena Plus
User needs and requirements
Coordinated by ICCU and PACKED, gathers information on user needs and requirements in relation to the
creative applications for the (re)use of digital cultural heritage content that will be developed in the
AthenaPlus WP5 by META and PACKED.
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PART I
The absent end-user
The approach taken to visualize the end user comes from classical user studies and
incorporates personas; a form of role-playing where volunteers are asked to take on a role, or
persona and to perform an explicit task with a specific outcome.

In the AthenaPlus study we chose to run the tasks twice;
• once requiring our volunteers to complete
their scripted task within the Europeana
environment
• with a second round using in a more
open environment; typically searching
with Google and including results from
Wikipedia, national portals and other
specified parameters.


PART I - The absent end-user
Persona 1 - John

Persona 2 - Caroline

Persona 4 - Giuseppe

Persona 3 - Sarah

Persona 5 - Miguel



PART I
The absent end-user
The Task
A specific task was scripted and the volunteer who was playing the persona was asked to visit websites in a
way that would be appropriate from the point of view of the specific personas they are playing, performing
their tasks either on Europeana or through generic searches via Google.


In total, 61 completed test reports were completed

Conducted in Dutch, French, Polish, English, Hungarian and Italian, and
in most cases translated to English before processing.

The age of the Volunteers was between 41 - 72 years old.
Volunteers included IT professionals, students, an art historian, a translator, a
communication officer, an architect, a teacher and a librarian.
Volunteer included photography, going to the movies, listening to classical music,
discovering and reading books and online blogs, going to the theatre, travelling, cycling,
keeping up with the latest fashion trends and gardening.



PART I
The absent end-user

What were we looking for?
1. Time taken to accomplish the task according to the satisfaction of the volunteer
2. The ease of retrieval of appropriate content
3. Frustration/satisfaction level of the volunteer during the task
4. Qualitative evaluation of the results by the supervisor – was the goal reached, were the
results useful, was anything critical overlooked

* Each volunteer was presented with one task according to his or her persona


Fig. 1 Time spent by the Volunteers in carrying out the task (according to the supervisors)


Fig. 2 Level of difficulty in retrieval of content on different platforms (according to Volunteers)


Fig. 3. Level of frustration or satisfaction by Volunteers during the task


Fig. 4 Presence of results after completion of task by Volunteers (according to the supervisors)



PART I
The absent end-user
RESULTS
Google, Youtube and Wikipedia preferred over Europeana from a usability perspective
Searching on Europeana was more frustrating than with the other platforms and content
retrieval more difficult
Typos and the use of keywords were problematic in Europeana
Europeana was deemed often too specific – lack of useful generic content: particularly audiovisual
Not enough choice - particularly for contemporary content
Lack of practical information e.g. exhibition information, links to other websites
Broken links were frustrating
Users found to hard to work with filters


PART I
The absent end-user
RESULTS

Wikipedia was in particular appreciated for biographical content.
Google retrieves more resources than Europeana for non-English speakers.
Europeana was preferred over Google because of the profusion/excess of results


Who uses Europeana and its 30 million objects?

The active end-user who agrees to be
crowd-sourced and drawn in to
collaborate with others whether they
be man or machine.


The second part of the talk discusses a recent workshop carried out by the
Europeana User Generated Group.


Strategies for user generated content and
crowdsourcing in museums and cultural heritage
Workshop DH2013, Marseille

Europeana’s vision and mission
–

Europeana is a catalyst for
change in the world of cultural
heritage.

–

Our mission: The Europeana
Foundation and its Network
create new ways for people to
engage with their cultural history,
whether it’s for work, learning or
pleasure.

–

Our vision: We believe in making
cultural heritage openly
accessible in a digital way, to
promote the exchange of ideas
and information. This helps us all
to understand our cultural
diversity better and contributes to
a thriving knowledge economy.

EUROPEANA - Europe’s cultural heritage portal

 29m records from 2,200 European galleries,
museums, archives and libraries
 Books, newspapers, journals, letters, diaries,
archival papers
 Paintings, maps, drawings, photographs
 Music, spoken word, radio broadcasts
 Film, newsreels, television
 Curated exhibitions
 31 languages

Goals of the Taskforce

1.

Identification and benchmarking of services
and best-practices as building blocks for the
creation of a Europeana UGC ecosystem

1.

To be a point of contact for all projects that
want to apply UGC approaches within the
Europeana network and to encourage crossfertilization of ideas between projects and
identify duplication of effort

1.

To make policy recommendations for the
Europeana Network regarding the role UGC can
play in the context of Europeana.

Europeana User Generated Group

Marion Dupeyrat
Interacting with audiences: overview of
participatory practices implemented by
memory institutions
James Brusuelas
Ancient Lives
Erwin Verbruggen
Waisda? Making videos findable with
Crowdsourced annotations
Julia Fallon
Legal aspects of UGC

Cristine Sauter
Results of the Europeana taskforce
Ad Pollé
Europeana 1914-18
Europeana 1989
Roei Amit
Case studies from la réunion des
musées nationaux-Grand Palais
Stuart Dunn
An emerging field(?): defining the
fundamentals of humanities
crowdsourcing

Stuart Dunn, King’s College London, UK

An emerging field(?): defining the
fundamentals of humanities crowdsourcing

•

Contributory projects

•

Collaborative projects

•

Co-created projects


What is humanities crowd-sourcing used for?
What does it produce?
• Original text
• Transcribed text
• Corrected text
• Enhanced text
• Transcribed music
• Metadata
• Structured data
• Knowledge and awareness
• Funding



James Brusuelas, Oxford University
Ancient Lives

Oxford Papyrologists Researchers,
The Imaging Papyri Project
The Oxyrhynchus Papyri Project

http://ancientlives.org


Roei Amit, La réunion des musées nationaux-Grand Palais

LE GRAND
ATELIER DU MIDI

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Ad Pollé
Europeana 1914-18
Europeana 1989


Ad Pollé
Europeana 1914-18


Ad Pollé

Europeana 1989



Most successful crowdsourcing projects are not about large anonymous
masses of people. They are not about crowds. They are about inviting
participation from interested and engaged members of the public. These
projects can continue a long standing tradition of volunteerism and
involvement of citizens in the creation and continued development of
public goods [T. Owens 2012]


B2 susan hazan_endusers_personas

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