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Slides for the Mobile Interpretation Clinic given 27 October 2010 at the MCN 2010 Conference in Austin, TX by Nancy Proctor.
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October 27, 20101/65Nancy Proctor, [email protected]
From Headphones to MicrophonesVisitor-led mobile experience design for museums
Nancy Proctor, Smithsonian InstitutionMCN Austin, 27 October 2010
October 27, 20102/65Nancy Proctor, [email protected]
Housekeeping
Questions & comments:
@nancyproctor
Hashtags: #mtogo #mcn2010
http://wiki.MuseumMobile.info
October 27, 20103/65Nancy Proctor, [email protected]
A Mobile Wake-up Call
Halsey Burgund’s ScapesdeCordova Sculpture Park & MuseumLincoln, MA – until Nov 14
October 27, 20104/65Nancy Proctor, [email protected]
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:
October 27, 20107/65Nancy Proctor, [email protected]
Interpretation is as essential to the Museum as cutlery is to a
banquet
Beth Lipman, Bancketje (Banquet) 20037
October 27, 20108/65Nancy Proctor, [email protected]
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.
October 27, 20109/65Nancy Proctor, [email protected]
VelcroTeflon
http://www.slideshare.net/psamis/learning-in-museums-2008-intro-remarks
October 27, 201010/65Nancy Proctor, [email protected]
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.
October 27, 201012/65Nancy Proctor, [email protected]
…at least half of the Museum’s platforms are already mobile.
12
October 27, 201013/65Nancy Proctor, [email protected]
So if we want to meet our audiences where they are
And take them some place new…
October 27, 201014/65Nancy Proctor, [email protected]
Mobile is a great vehicle
http://www.youtube.com/watch?v=6ILQrUrEWe8
14
October 27, 201015/65Nancy Proctor, [email protected]
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
October 27, 201016/65Nancy Proctor, [email protected]
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
October 27, 201017/65Nancy Proctor, [email protected]
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
October 27, 201018/65Nancy Proctor, [email protected]
In fact, GuideBy Cell now mashes up area codes and Google Maps to reveal where visitors
are from:
October 27, 201019/65Nancy Proctor, [email protected]
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
October 27, 201020/65Nancy Proctor, [email protected]
Feedback on Multimedia Tour
Kahlo exhibition at SFMOMA, 2008
October 27, 201021/65Nancy Proctor, [email protected]
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
October 27, 201023/65Nancy Proctor, [email protected]
The more interpretation used, the greater the visitor
satisfaction
Randi Korn & Associates, SFMOMA, 2006
October 27, 201024/65Nancy Proctor, [email protected]
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.
October 27, 201026/65Nancy Proctor, [email protected]
“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
October 27, 201027/65Nancy Proctor, [email protected]
“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
October 27, 201028/65Nancy Proctor, [email protected]
Non-profit network effects
Edward Hoover, 2010, from Flickr.
October 27, 201029/65Nancy Proctor, [email protected]
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?
October 27, 201031/65Nancy Proctor, [email protected]
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
October 27, 201032/65Nancy Proctor, [email protected]
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
October 27, 201033/65Nancy Proctor, [email protected]
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
October 27, 201034/65Nancy Proctor, [email protected]
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
October 27, 201035/65Nancy Proctor, [email protected]
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
October 27, 201036/65Nancy Proctor, [email protected]
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
October 27, 201039/65Nancy Proctor, [email protected]
Thinking outside the audiotour box
Means thinking about content & experience
October 27, 201040/65Nancy Proctor, [email protected] Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003
It’s NOT about the Technology
October 27, 201041/65Nancy Proctor, [email protected]
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)
October 27, 201042/65Nancy Proctor, [email protected]
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…
October 27, 201043/65Nancy Proctor, [email protected]
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
October 27, 201044/65Nancy Proctor, [email protected]
Question mapping in the gallery:
What do they want to know?
• Semi-structured interviews• FAQs and comments cards • Questions posed to staff…
October 27, 201045/65Nancy Proctor, [email protected]
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?
October 27, 201046/65Nancy Proctor, [email protected]
Organize & Filter
Group questions:
o Thematically
o By object
o By location
Prioritize by mission and key messages
Prioritize questions that elicit great stories
October 27, 201047/65Nancy Proctor, [email protected]
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?!
October 27, 201048/65Nancy Proctor, [email protected]
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
October 27, 201050/65Nancy Proctor, [email protected]
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.
October 27, 201052/65Nancy Proctor, [email protected]
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…
October 27, 201054/65Nancy Proctor, [email protected]
ArtBabble: the ideal interface
http://www.artbabble.org/video/meet-william-christenberry
October 27, 201055/65Nancy Proctor, [email protected]
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, [email protected]
Architecture Tour
History of the building, style, architect
----------+--------------+------------------+--------
O O O Tiles Skylights Ironwork
October 27, 201057/65Nancy Proctor, [email protected]
Folk Art Tour
Why is folk art, art?
----+-------------------+------------------+-----------
\/ \/ \/
O O O Lures Memory vessels Glad you
dead…
October 27, 201058/65Nancy Proctor, [email protected]
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
October 27, 201059/65Nancy Proctor, [email protected]
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?
October 27, 201060/65Nancy Proctor, [email protected]
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
October 27, 201061/65Nancy Proctor, [email protected]
Crowdsourcing experiences
Halsey Burgund’s ScapesdeCordova Sculpture Park & MuseumLincoln, MA – until Nov 14
October 27, 201062/65Nancy Proctor, [email protected]
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
October 27, 201063/65Nancy Proctor, [email protected]
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?
October 27, 201064/65Nancy Proctor, [email protected]
Audience-led Design: The Practice
Key messages, target audiences & their questions
64
October 27, 201066/65Nancy Proctor, [email protected]
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
October 27, 201067/65Nancy Proctor, [email protected]
1. Identify your target audience(s)
1. Explorers2. Facilitators3. Experience seekers4. Professionals/Hobbyists5. Rechargers
Virtual visitors Non-visitors
Falk’s Identity Segmentations
10 min
October 27, 201073/65Nancy Proctor, [email protected]
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
October 27, 201074/65Nancy Proctor, [email protected]
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
October 27, 201075/65Nancy Proctor, [email protected]
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:…
October 27, 201076/65Nancy Proctor, [email protected]
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
October 27, 201077/65Nancy Proctor, [email protected]
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
October 27, 201078/65Nancy Proctor, [email protected]
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.”
October 27, 201079/65Nancy Proctor, [email protected]
…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
October 27, 201080/65Nancy Proctor, [email protected]
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
October 27, 201081/65Nancy Proctor, [email protected]
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, [email protected]
I'd be interested in some in depth feedback on usability and user experiences.
Augmented reality
October 27, 201083/65Nancy Proctor, [email protected]
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: [email protected] @nancyproctor http://MuseumMobile.info
With many thanks to Kate Haley-Goldman for help with this method!
Opportunities to continue our work:
