nproctor: mobile interpretation clinic at mcn 2010
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October 27, 20101/65Nancy Proctor, proctorn@si.edu
From Headphones to MicrophonesVisitor-led mobile experience design for museums
Nancy Proctor, Smithsonian InstitutionMCN Austin, 27 October 2010
October 27, 20102/65Nancy Proctor, proctorn@si.edu
Housekeeping
Questions & comments:
@nancyproctor
Hashtags: #mtogo #mcn2010
http://wiki.MuseumMobile.info
October 27, 20103/65Nancy Proctor, proctorn@si.edu
A Mobile Wake-up Call
Halsey Burgund’s ScapesdeCordova Sculpture Park & MuseumLincoln, MA – until Nov 14
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1.8:00-8:30 Introductions & setting the agenda
Some suggestions:
•Why mobile? Making the case & responding to objections
•Mobile strategy
•Infrastructure
•Mobile business models
•Theory: audience-led mobile content & experience design
•Practice: key messages, audiences & their questions
•Evaluating mobile apps
•IPad: what is the potential for museums
•Wayfinding and Orientation
•Augmented reality
•Connecting the virtual and the real
Agenda for Today:
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Opening our eyes
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Interpretation is as essential to the Museum as cutlery is to a
banquet
Beth Lipman, Bancketje (Banquet) 20037
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Beth Lipman, Bancketje (Banquet) 20038
Some visitors may bring their own, Some may eat only the finger food, Some may choose another restaurant, Many will go away hungry,
If the Museum doesn’t provide it:
feeling uninvited and unwelcome.
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VelcroTeflon
http://www.slideshare.net/psamis/learning-in-museums-2008-intro-remarks
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Tate Modern’sPrinciples of Interpretation
1. Interpretation is at the heart of the gallery’s mission.
2. Works of art do not have self-evident meanings.
3. Works of art have a capacity for multiple readings; interpretation should make visitors aware of the subjectivity of any interpretive text.
4. Interpretation embraces a willingness to experiment with new ideas.
5. We recognise the validity of diverse audience responses to works of art.
6. Interpretation should incorporate a wide spectrum of voices and opinions from inside and outside the institution.
7. Visitors are encouraged to link unfamiliar artworks with their everyday experience.
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…at least half of the Museum’s platforms are already mobile.
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So if we want to meet our audiences where they are
And take them some place new…
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Mobile is a great vehicle
http://www.youtube.com/watch?v=6ILQrUrEWe8
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51%
53%
73%
79%
93%
2010 Mobile Tour evaluation…. (Top box %)
Made visit much more enjoyable…
Strongly recommend…
Very satisfied…
Very easy to use…
Q. Guide RatingsNote: Percentages represent the highest rating
Made artworks much more meaningful…
Mobile Improved Visitors’ Experience
FUSION RESEARCH + ANALYTICS
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Those who chose the iPod and cell phone formats rated them more highly than
traditional headset tour users rated theirs.
(although the content was identical!)
TABLE 43RATINGS OF INTERPRETIVE OFFERINGS
RATING7-POINT RATING SCALE:DID NOT HELP ME APPRECIATE BARNEY’S ART (1) /HELPED ME APPRECIATE BARNEY’S ART (7) n MEAN ±
Cell phone audio tour 46 6.2 1.10Podcast audio tour 18 6.2 0.81Antenna audio guide headset tour 50 5.6 1.44Learning Lounge 95 5.5 1.45Exhibition brochure 131 5.2 1.53Exhibition Web site 31 5.2 1.37Drawing Restraint 9 film 40 5.1 1.92Exhibition introduction wall text 182 4.7 1.65
Randi Korn & Associates, SFMOMA, 2006
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Phone logs enabled us
to see patterns in
where visitors wanted
information most:
(or perhaps where they or could find the labels!)
Randi Korn & Associates, SFMOMA, 2006
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In fact, GuideBy Cell now mashes up area codes and Google Maps to reveal where visitors
are from:
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I spent more time66%
No Impact33%
I spent less time1%
Q. How did the Mobile Tour impact the amount of time you spent in the museum today?
Multimedia Tours Impact on
Time Spent in the Galleries
FUSION RESEARCH + ANALYTICS study at SFMOMA Summer 2010
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Feedback on Multimedia Tour
Kahlo exhibition at SFMOMA, 2008
Mean
Doing this type of activity in a zoo appeals to me. 6.1
This activity enhanced our conversation about the animals. 6.2
This is a good activity for a family. 6.4
I was able to pay attention to the information provided by the application while I was doing it.
6.6
*Scale: 7 = strongly agree through 1 = strongly disagree.
Source: Institute for Learning Innovation & the Jacksonville Zoo.
Jacksonville Zoo’s Research
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The more interpretation used, the greater the visitor
satisfaction
Randi Korn & Associates, SFMOMA, 2006
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Concerns
1. Cellphone use will disrupt the galleries and encourage people to talk on their phones.
2. Visitors will take pictures of the art with their phones.
3. Interpretation distracts visitors from actually looking at the work, making it a superficial experience.
4. Not everyone has a cellphone or smartphone.
Signage and guards reinforce gallery etiquette.
They already do, but signage and guards protect SI.
Depends entirely on content design.
True, so multiple interpretation platforms are necessary.
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“For the increase & diffusion of knowledge”
Mission Metric How mobile can help
Increase of knowledge
Quality 1. Improve collections information and metadata
2. Improved visitor experience through timely interpretation and information
Diffusion of knowledge
Relevance 1. Integrate museum content into every day activities and contexts on personal devices & www access
2. Help understand audiences’ needs and interests better
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“For the increase & diffusion of knowledge”
Mission Metric How mobile can help
(Forever…) Sustainability 1. Connect individuals and communities with the collections across platforms
2. Enable communities of interest to form around collections and activities
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Non-profit network effects
Edward Hoover, 2010, from Flickr.
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1. Mobile is global, and its reach is key to “the increase and diffusion of knowledge” in the 21st century
2. Mobile is opening up access to and dialogue with new audiences in:• Emerging global markets• Developing nations• Rural/remote communities• Spanning generations• Niche communities of interest and passion for SI’s
collections and research
3. Mobile gives us new tools for scholarship, research, outreach and staying relevant to our constituents
4. Mobile challenges us to ‘think differently’ about how we do business in a new learning & communications economy
How does mobile help SI?
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The Mobile Strategic Planning:First principles
1. The only certainty in the mobile landscape is change – so we need an adaptive, standards-based approach to our mobile strategy and solutions development
2. Because of the rapid rate of mobile technology obsolescence, we will build for mobile audiences, not specific platforms and gadgets
3. Because of our public mandate and responsibility, wherever possible SI Mobile will make its resources, best practices, and mobile products available for others to adapt and build upon
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What will SI Mobile look like?
1. A Smithsonian Mobile Architecture and framework
2. Standards
3. Best practice documentation and training
4. Infrastructure
5. A Mobile Toolkit
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Some of the tools…• Smithsonian Commons Mobile
• Collections search
• Image delivery
• Events calendars
• Maps and wayfinding
• “About…” content and functionality
• Visitor feedback capture
• Social media functions/communities of interest
• Mobile metrics and campaign functions
• Mobile advertising and promotions
• Location-based functions
• Augmented reality
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Infrastructure: Network Free, ubiquitous wifi is essential
Foreigners won’t use cellular networks Why should visitors leave their Web 2.0 lives at the door Creating community spaces: museum as community (BM
research found this is a large % of visitors)
Incremental solutions (a small % of visitors will use wifi right now, we grow the infrastructure with them)
Download is still more stable and scalable than streaming (See Peter Samis’s talk at Tate Handheld conference)
Managing expectations: People increasingly expect ubiquitous wifi (coffee shop
culture) Are also use to managing connectivity themselves
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Mobile Business Models What we need to own
1. Content2. CMS3. Standards4. Mobile website
What we don’t need to own1. App publishing/wrapping platforms (&
maintenance on all mobile devices)2. Distribution channels
Nancy Proctor & Peter Samis’s presentations at Tate Handheld 2010
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Mobile Business Models
Up for discussion1. Exclusive branding2. Marketing3. Hardware & distribution operations4. When should museums build their own
interface or customized app, and when should they integrate into existing social communities or apps?
Nancy Proctor & Peter Samis’s presentations at Tate Handheld 2010
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Thinking outside the audiotour box
Means thinking about content & experience
October 27, 201040/65Nancy Proctor, proctorn@si.eduFraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003
It’s NOT about the Technology
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Recent Research & Resourceshttp://wiki.MuseumMobile.info/research
20101. Smithsonian studies of Mall and Zoo visitors 20092. CHNM survey on Museums and Mobile Adoption3. Learning Times International Survey on handheld use in
museums.20084. Whitney Museum of American Art: Audio Guide
Technologies Survey Final Report20075. Matthew Barney: Multiplatform interpretation at SFMOMA6. La Placa Cohen Culture Track 2007 (with Antenna Audio)
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Who is your target audience?
Tied to mission & key messages
What are the desired outcomes? What do we want them to know, think and/or feel?
What platforms do they already use? How do they use them elsewhere & what excites them?o Traditional audio tourso Cellphones or smartphoneso Podcastso Mobile social media: SMS, Twitter, FB…
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A Minority of Visitors Use Technologies in the Galleries
2006 study by Randi Korn & Associates at SFMOMA
BUT they use technology everywhere else:
WWW = Whatever, Whenever, Wherever
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Question mapping in the gallery:
What do they want to know?
• Semi-structured interviews• FAQs and comments cards • Questions posed to staff…
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Collecting questions…
Online question collection: o Specialized Q&A services, e.g. AJOAo Comments on social media sites
Include audience research in order to segment
Go deeper with more experienced museum visitors
Where are visitors not being served by existing interpretation?
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Organize & Filter
Group questions:
o Thematically
o By object
o By location
Prioritize by mission and key messages
Prioritize questions that elicit great stories
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Organize questionsPainting Sculpture Folk Art Architecture
Dramatic change in style in display
Why multiples of same work?
Lures aren’t art
Story behind the architecture
Triple painting?!
Memory vessels: idea, ones with stones…
Glad you dead you rascal you?!
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Which content modalities?
1. +-+-+-+-+ Soundtracks
2. o o o o Soundbites
3. x x x x Interactives
4. | | | | Links
5. ^ ^ ^ ^ Feedback
6. § § § § Social media
Narrowcast/Offline orNetworked
Networkedonly
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Soundbites
Are ‘atoms’ of information.
Commonly called ‘stops’ – or ‘starts’!
Facilitate going deeper on a specific object/subject.
Usually require a visual (actual object or image).
Can be collectable & portable to other platforms e.g. via bookmarking, saving or sharing.
Can be reused across the museum’s analog & digital platforms as well as those of third parties.
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The Soundtrack
Recalls original ‘linear’ audio tours.
Provides a sequential narrative and contextual information: tools for understanding the principles of the displays, both in the gallery and beyond.
Immersive, but may be divided into a number of connected segments.
‘Downloaded’ for audiences on-site and beyond.
Like a good album, book or catalogue, should be possible to enjoy over & over again…
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ArtBabble: the ideal interface
http://www.artbabble.org/video/meet-william-christenberry
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Identify soundtracks & soundbitesPainting Sculpture Folk Art Architecture
Dramatic change in style in display
Why multiples of same work?
Lures aren’t art
Story behind the architecture
Triple painting?!
Memory vessels: idea, ones with stones…
Glad you dead you rascal you?!
October 27, 201056/65Nancy Proctor, proctorn@si.edu
Architecture Tour
History of the building, style, architect
----------+--------------+------------------+--------
O O O Tiles Skylights Ironwork
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Folk Art Tour
Why is folk art, art?
----+-------------------+------------------+-----------
\/ \/ \/
O O O Lures Memory vessels Glad you
dead…
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How best to tell the story & create the atmosphere?
1. Monologue:o Artists & curatorso Staffo Related expertso Professional narrators
2. Reinactments/ plays
3. Interview
4. Dialogue
5. Vox pop / comments
6. Music
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Knowledgeable or insightful – trusted
Relates to the mission or key messages
Good communicator with target audience
o Engaging voice
o Confident manner
o Makes it relevant
Facilitates the desired outcomes
Who best to tell the story?
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The audiences’ conversations Comments and questions (audio/text/links)
Search-research-share
Bookmark/Email/SMS to self
Collect (MyCollection, ArtStream)
Share (Twitter, Facebook, SMS)
Forum
Voting (show the polls!)
Quizzes/games (multimedia/SMS)
Mobile giving
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Crowdsourcing experiences
Halsey Burgund’s ScapesdeCordova Sculpture Park & MuseumLincoln, MA – until Nov 14
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The right vehicle for your content
Audio player
Multimedia player
Cellphone
Personal media player
SmartMobile
Browser
phonesMobile App
Soundtrack x x (x) X X X
Soundbite X X X x X X
Interactive X X X
Link X X x
Feedback X X X
Social media X X
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Platform considerations
1. Users’ own devices or supplied on-site?
2. Can you support network connectivity at your site?
3. Can you support multiple platforms?
4. What kind of location-based/content triggering solution do your visitors & experience need – really?
5. Can you manage user-generated content?
6. What do your sponsors/funders require?
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Audience-led Design: The Practice
Key messages, target audiences & their questions
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Mission: SI: Increase and diffusion of knowledge. AA: Be the resource and facilitator for experiencing, understanding and engaging with American art in the US and the world.Objectives: Repeat visitors; Membership sales; Integration into the curriculum
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1. Identify your target audience(s)
1. Explorers2. Facilitators3. Experience seekers4. Professionals/Hobbyists5. Rechargers
Virtual visitors Non-visitors
Falk’s Identity Segmentations
10 min
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2. Record your questions about The Museum of
Meaningful Things
The Museum’s Mission: Enable meaningful conversations & build ad hoc communities & collaborations around personal objects & their stories.
1. Install your exhibition
2. Record your questions
3. Ask the curator
20 min
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3. Identify the key messages Please list 1-3 main ideas visitors will take
away from visiting the site or exhibition. What objects or didactic components of the presentations will help them learn this?
Describe the rationale and originality of the presentation. Is the site or exhibition bringing new scholarship to the field, exposing an
under-recognized subject, etc.? Why is this presentation important now?
Please note other interpretive components at the site that should be considered (labels, docent tours, audio tour, in-gallery videos, interactive feature, blogs, etc.). Are you aware of existing media created by other organizations that address the key messages/topics
of this presentation? How does mobile fit into the interpretive mix?SFMOMA's "Interpretive Goals Questionnaire”http://www.archimuse.com/mw2009/papers/samis/samis.html
10 min
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3. Who will speak to these questions?
10 min
Museum’s Voice Visitors’ Voices
Monologue
Dialogue
Voice(s): Artist Curator Related expert
Interview Vox pop. / comments Music…
Comments & questions:…
Bookmark / Save:…
Games:…
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4. Put the experience in context On-site or Online visit
Visit life cycle: Before, During, After
Special context: At home, In school, On the go…
Networked or ‘on board’?
Other interpretation, information or services available? 1. Museum-authored2. User-generated3. Third parties
10 min
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5. Choose your platform1. Users’ own devices or supplied on-site?
2. Can you support network connectivity at your site?
3. Can you support multiple platforms?
4. What kind of location-based/content triggering solution do your visitors & experience need – really?
5. Can you manage user-generated content?
6. What do your sponsors/funders require?
15 min
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http://picasaweb.google.com/anup.rao/HaifaAkkoIsrael#4954285426665324562
Let’s hear you!
From Headphones to Microphones
From “we do the talking” to “we help you do the talking.”
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…methods, techniques, results: Has anybody analysed the use of mobile apps on and off site from a qualitative and quantitative perspective?
Evaluating mobile apps
Forrester’s SWOT analysis of SI Mobile projects
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IPadWhat is the potential for museums? Are you aware of any projects being developed besides adapting iphone apps for the iPad?
• Access:“Using Technology to Support STEM Reading: Matthew H. Schneps, Jamie K. O’Keeffe, Amanda Heffner-Wong, and Gerhard Sonnert Laboratory for Visual Learning Harvard-Smithsonian Center for Astrophysics”- Journal of Special Education Technology,JSET 2010 Volume 25, Number 3
• Yves Klein for iPad• Please touch the exhibit! Melbourne Museum• iBiennale• Catalogue publishing: mixed retail + subscription model• Tablet Enhanced Group Tours: Scott Sayre, Sat 13:30-15:00 Tannehill
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I am interested in possible solutions that have been implemented with or without using location aware technology, results of tests, prototypes, evaluations? Has there been any progress on this?
Wayfinding and Orientation
• AMNH ExplorerWifi positioning
• Brooklyn Museum’s ‘virtual positioning’ with accession #s
• Halsey Burgund’s Scapes, deCordova
October 27, 201082/65Nancy Proctor, proctorn@si.edu
I'd be interested in some in depth feedback on usability and user experiences.
Augmented reality
October 27, 201083/65Nancy Proctor, proctorn@si.edu
http://museummobile.info/ wiki, blog & podcasts
MCN Conference Oct 27-30, 2010, Austin, TX http://MCN.edu
Mobile Content Standards Summit 27 Oct, at MCNhttp://wiki.museummobile.info/standards
http://tatehandheldconference.pbworks.com
Koven Smith: http://kovenjsmith.com & http://www.archimuse.com/mw2009/papers/smith/smith.html
SFMOMA (Peter Samis & Stephanie Pau): http://www.archimuse.com/mw2007/papers/samis/samis.html & http://www.archimuse.com/mw2009/papers/samis/samis.html
Nancy Proctor: ProctorN@si.edu @nancyproctor http://MuseumMobile.info
With many thanks to Kate Haley-Goldman for help with this method!
Opportunities to continue our work:
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