Museo&WebPlanning Kit for a Quality Site for Small and Medium Sized Museums |
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TrasparentThe Quality Principles Handbook says: IntroductionThis section examines the first quality principle, that «A quality Website must be transparent, clearly stating the identity and purpose of the Website, as well as the organisation responsible for its management». It:
CommentaryIdentity, Mission and OwnershipThe transparency principle dictates that a high-quality Website will
Transparency is a fundamental property of any high-quality Website. There are millions of Websites in existence; even using a good search engine will lead the end user to thousands of possible sites. For example, searching for ‘Italian Cultural Website’ yields almost 350,000 results. So, when users reach your Website, they must immediately be assured that:
Transparency is all about reducing user confusion and uncertainty - a transparent Website will be totally clear as to its focus, its role and its content. The users should learn, as soon as possible,
Immediate transparency“As soon as possible” is an important part of this requirement – the users should not have to navigate the site before finding out what the site is about, who owns the site and whether the site is in fact what they are looking for. This means that the critical identity and site profile information should be available to the users on the front page of the site, or at worst after a single click. To achieve this, a site should have:
NameThe site name should give a clear indication of what the site is about. Thus “Notre Dame Cathedral” is to be preferred to “De Sully’s Dream”, or “The Vatican Museum” to “Treasures of the Pontiffs”. While fanciful and imaginative names are a valid element of marketing strategies, transparency can suffer. URLUsually, the URL of the site will not be sufficient to serve as the site name. While a URL such as “notredame.fr” could be expected to be the site of Notre Dame Cathedral, an explicit site name is to be preferred. In addition, some URLs reflect organizational divisions or agencies, rather than content and this could reduce the immediate transparency. Indeed, in such a situation, the registering of a transparent domain name, with subsequent URL hiding provided by the ISP, should be considered. The cost of domain name registration is rather low – the increase in transparency that such a small investment returns is worth considering for almost all cultural Websites. Institutions may wish to consider using appropriate Top Level Domains where available or appropriate such as .eu, .org or .museum. Mission statementRegardless of the site name, a brief ‘mission statement’ for the site should be made available to the user as soon as possible. This statement should be available in as many languages as practical. The statement should consist of no more than fifty words. Its purpose is information, not entertainment or marketing. It should state:
If, for design reasons, the first page of your Website is a ‘splash screen’ with animation, beautiful images or other non-textual material, then this identity and mission statement information should be available after a single click. However, such a non-informational front page has a negative impact on the transparency of the site and may be avoided unless viewed as a very high priority. In the event that such a home page is used, it should be possible to by-pass the front page to the information immediately, for example with a ‘skip intro’ button. CriteriaThe following criteria should be met if a site is to be considered transparent. The degree of transparency reflects the number of these criteria which are met; thus a site can be ‘75% transparent’ if not all the criteria are met. Some of the criteria overlap across the Quality Principles. For example, a site profile in multiple languages increases the transparency of the site for an international audience but also impacts on the multi-linguality of the site.
ChecklistThis section presents a checklist to evaluate a site.
Practical testsThis section suggests some simple, pragmatic tests and questions to be asked in order to assess how completely your Website meets the transparency principle
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© Minerva
Project 2005-03, last revision 2006-03-30, edited by WP5, Committee for the development of a prototype of public cultural websites. |