Listening to Visitors - Research Findings on Mobile Content

Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGWCreated for: Presented by: Date issued:Museums and the Web 2014 Lindsey Green + Laura Mann 3rd April 2014

Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW

Listening to Visitors: Research Findings on

Mobile Content

http://www.reasonsmysoniscrying.com/

hard working content = valuable content

= low cost + large audience

Difficult to transfer to multiple platforms

Film/TV

Hat tip to: Dale Herigsgard

Film/TV

Audioguide

= big impact on engagement and understanding

40 hours of contentSome designed some not designed

Value of the guide to the visitor experience?

1.Do audioguides work?2.What are the design

principles that makes great content for visitors?

Methodology

1.Recruitment before visit2.Representative styles of content3.Structured notes in front of the works4.Follow up interview

1.Do audioguides work?2.What are the design

principles that makes great content for visitors?

It tells you things you don't

see at first sight

Impact: Visitors Report Overwhelmingly Positive Effects On Their Experience

I know what to look for

I stayed much longer than expected and

discovered new works

Q. Based on your experience today, has the Audio Guide led you to...

Queen Charlotte was not overall favourite but the way it pointed to detail made you follow in a way you

wouldn’t normally and you might notice that kind of detail next

Gives me confidence that what I see isn’t that far off and I feel ok

about what I appreciate.

Would help me go and look at

others.

Applied knowledge

Increase skills

Increase looking

Increase confidence

Conversations tended to bring in something from

the 'outside': that 'extra' makes you stay

and look longer.

Visitors enjoy listening to audio in front of objects

Biggest experience today was surprise at how good it was. Really felt I learned something.

(I have just finished an art history degree!)

Even when they really don’t expect it

1.Do audioguides work?2.What are the principles that

makes great content for visitors?

Visitors appreciate quality

Some content design principles from the visitors

Principle #1Information is important

but meaning is more important

https://flic.kr/p/4TnCFZ

Liked the fact that Higgins was giving another angle on

Constable. That was interesting. Was happy not to hear lots of facts - interesting insight

was enough.

Assumption is that guides are 'basic knowledge' for people who don't have a background in art'. So this experience was a nice surprise. It drew attention to

new details.

Helps you as a lay person see it through expert eyes and they pick out what they

think is important.

Principle #1Information is important

but meaning is more important

Principle #2Choose a style of content that matches your resources and skills

https://flic.kr/p/cqrgTu

Principle #2Choose a style of content that

matches your resources and skills

All the contextual/curatorial

information can produce overload. There are other ways in the gallery that that can be delivered.

Learning Director was very interesting. Sounds

like they are very knowledgeable and relaxed in how they deliver it.

Principle #3Respect that this is an intimate

personal experience

Couple of narrators were very old fashioned - more formal tones make you

switch offTotally held by the commentary. Disagreed with the interpretation and that was a bit distracting, but

great story - hideous person! Relish in the voice and

passion of narrator really came through

Annoyed that Alison Watts wasn't introduced properly - understanding who she was

would have completely changed my appreciation.

Principle #3Respect that this is an intimate

personal experience

Principle #4Make the time in

front of the object count

A little background is fine but it

shouldn't dominate.

A lot was rather old fashioned - too detailed description that

doesn't add value. I can see it anyway - prefer story or something that adds to the experience rather

than describe.Prefer punchy short.

All the contextual/curatorial

information can produce overload. There are other ways in the gallery that that can be delivered.

Principle #4Make the time in

front of the object count

Principle #5Connect the experience

with the space

Frustrated by details pointed out by restorer that weren't visible.

Need reassurance that you're listening to the

right thing

Principle #5Connect the experience

with the space

Audioguide Content Design Principles

1.Information is important but meaning is more important2.Choose a style of content that matches your resources and skills3.Respect that this is an intimate personal experience4.Make the time in front of the object count5.Connect the experience with the space

= big impact on engagement and understanding

To answer this…

But more importantly this

I want to go at my own pace

Compromise on Principle #3 Make time in front of the object count

Barrier to use

Solution

Experience

Barrier to use

Solution

Experience

I don’t have my headphones with me

Reduction in amount of looking

Barrier to use

Solution

Experience

Would you like an audioguide? We have an iPod

Touch tour!

Download the app!

Be surprised by what you can see

Let us take you on a journey around our collection so you don’t miss a

thing!

Feel what it’s like to be inside

the paintings

Our Take Aways

•Use audioguides for what they deliver well•Focus on delivering meaning over information•Understand what makes your content valuable to the experience of the visitor•Start mobile and stay mobile - in how you think and produce content

e: laura@franklygreenwebb.comlindsey@franklygreenweeb.comt: @FranklyGW@lhmann@lindseygreen

Images thanks to Flickr Commons:The hidden treasures of the Worlds Public Archiveshttp://www.flickr.com/commons

If you’re wanting help thinking more about this and the other opportunities and challenges around digital interpretation – get in touch.

Our work is a mixture of:

•Design research for helping understand how audiences use digital technologies in the cultural heritage sector

•Strategic planning and concept development - for funding applications such as heritage lottery funding

•Implementation i.e getting in up to our elbows in order to help these types of projects get up and running. Find out more at:

http://www.franklygreenwebb.com

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