how to deliver successful mobile experiences in museums?
TRANSCRIPT
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Created for: Presented by: Date issued:
DLNET Alyson Webb 30th July 2015
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Sharing a few things we’ve learnt recently…
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Visitors using a mobile guide are more likely to report
their visit was “better than expected”
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Majority of visitors using a mobile guide report that they:
1.Enjoy their visit more2.Learn more3.Explore more
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So, guides on the whole are delivering*...
*Actually, not quite
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They don’t always deliver on what matters to an organisation.
Wide variation in:•Take up rates•Extent of use•Learning outcomes•Behaviours•Usability
Organisations want more success…
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More Success = Innovation
= Different device= Additional media= New Functionality= More choice & personalisation
Assumption…
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"Empathy for our visitors is the kind of radical innovation that our
Board can't handle - they want iBeacons”
Anonymous, Head of Digital
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No Correlation between usage or outcomes
Evidence…More success = Innovation
≠ Different Device≠ Additional Media≠ New Functionality≠ More choice & personalisation
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First step to Improvement
=
Identifying the causes of success & failure
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“Small boring stuff can have a massive impact”
Lindsey Green
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“Digital transformation is not about heroic interventions and brilliant ideas, its about
teams, users and iteration. It’s kind of boring”
Russell Davies, Director of Strategy, Government Digital Service
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2601 Stops
25 Trails & Tours
The Met Mobile Guide
Maximum choiceMaximum flexibility
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Digging a little deeper
“I think that they’re just dual numbers and I don’t understand why they would have that because I’m sure 3806…is going to give me the same audio
(enters 3806 and listens) Yeah, it was the same thing except a different voice.”
Lucy
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Innovation = More Success
= Simplifying the interface= Limiting choices= Improved labeling
For the Met…
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The Van Gogh Museum: A New Service
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Success was…
1.Improve the visitor experience2.Improve the take-up rate
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How can we make this moment as frictionless as possible?
Can we halve the time it takes to hand out?
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Digital
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Human
Staff trained to re-assure but not instruct
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Content
Content based on what was important to the visitor
1.How long it takes2.What is offered3.What they do
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Innovation = More Success
= Removing friction = Choreographing the service= Creating meaningful instructions
For the Van Gogh Museum…
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More Success = Innovation
= Increasing usage = Increasing learning= Increasing profit
For the Van Gogh Museum…
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[so the guide said] “notice in these paintings that his eyes are different
colours in some of the paintings… it’s something I would not have noticed just walking by, so I was quite sold on it quite quickly. I thought okay, this is working for me. So I stuck with it all
the way through”
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“I felt Van Gogh Was this crazy man with his
psychiatric issues but here I learn that he was really not … [he was] self made, he was learning steadily from his surroundings
and experimenting and developing his techniques”
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“I liked how the Guide emphasised his
fascination with life and friends and colour and birth. A lot of the stereotypes are of him as a dark depressed artist. This showed much more of who
he was. In a way its more tragic…”
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e: [email protected]: [email protected]: @FranklyGW
Images thanks to Flickr Commons:The hidden treasures of the Worlds Public Archiveshttp://www.flickr.com/commons
Created for: Presented by: Date issued:REACT Inspiration Day Lindsey Green 18th June 2012