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Robert PrattenCEO & Founderhttp://[email protected]: @robpratten
Connected Museums: Technology and Trends that are Transforming Visitor Experiences
Making life an adventure
We see the world as a storytelling canvas
Conducttr is an invisible “experience manager”
Audience at the center
Conducttr listens for events and responds based on the story and game mechanics created by the experience designer…
... publishing videos; turning on a light; vibrating a bracelet, awarding badges, sending tweets…
+42% increase in positive brand sentiment
Example: Game of Thrones (Canal+)
AUDIENCE DATABASE
CONTENTDATABASE
GAME LOGIC
SOCIAL MEDIA, EMAIL
TELEPHONENETWORKS
DATALOG
PLAYER
INCLUDES:• POINTS• BADGES• INVENTORY
AS WELL AS• MESSAGES• POSTS• STATUS
UPDATES
Treasure trapper
(Image copyright: Maverick Photo Agency)http://edinburgh.stv.tv/articles/283871-edinburgh-university-launches-treasure-trapper-app-for-children/
http://www.designinformatics.org/node/315
Planning for success
Role of Museums?
Enrich our lives & society through engagement with culture and science
Historic Royal Palaces
Discovery
Showmanship Stories
Links past to today and people’s own lives
Unravel & debateSpectacle, pageantry,
majesty, beauty
Tower of London
Competition
Socio-economic trends
• Fewer jobs but more people• Jobs of the future need employees who are
– Creative– Collaborative– Problem-solvers, not drones
• Flipped classrooms & connected learning• Intelligent training systems• Personalization of services• Multi-cultural societies (immigration & integration)
Opportunities
Benefits of expanding beyond the museum walls
• Increased visits• Increased word-of-mouth (leading to more visits)• Increased sentiment• Increased store sales• Increased sponsorship (from better metrics & integration)
Data-driven storytelling
CO affects • character’s mood• tone of tweets & blog posts• game difficulty?
Character responses change based on air quality in Mumbai, IndiaIf air quality is good, she’s happy otherwise she’s grumpy or sad
A narrative unfolds based on the daily air quality. Hence data comes to life.
Your audience
How do we make culture engaging?
• Engagement comes with relevance & resonance• Therefore goal is to personalize to make relevant• Personalization is possible with knowledge of each person
– Preferences– Their history (age, experiences)– Their future (where does this experience fit in their stage of life?)
1. Be Relevant2. Resonate
3. Personalize
Multi-layered approach
Story & Experience
Our lives now
Real history, real artefacts
Teaser content
Stories add meaning and emotion
http://www.theguardian.com/science/the-h-word/2015/oct/05/longitude-exhibition-tour-history-science
John Harrison’s sea clocks at Royal Observatory, Greenwich
Games add understanding and learning
A team-based experience lead by a facilitator.
Suitable for students 12+
A company’s business ethics and social responsibility are called into question when one of their space cargo rockets crashes into a neighboring town
Product code: CVE2015
Now available in the Conducttr Marketplace
Cosmic Voyage EnterprisesA 60 minute decision-based adventure to stimulate classroom discussion
Borrow references from popular culture
Concept art for Dishonouredhttp://megsdfgablog.blogspot.co.uk/2013/11/bradford-animation-festival-2013-viktor.html
Concept art for Assassin’s Creedhttp://www.wallpaperup.com/tags/show/assassin+039+s
Create dynamic quest-based adventures
Profile Diary Locker
Quests
Contacts Check-ins
Profile Diary Locker
Quests
Home
Fight for freedom in the colonies
Discover new species of underwater sea life
Fulfil an odyssey
Steal a canon from the army
20%
Profile Diary LockerHome
Fulfil an odyssey
Your journey begins in the West Wing. Only the bold and the foolish will attempt this quest!
Tell me.. which are you?
Ok, good. Tell me when you can see the golden bird with the broken tallon
I’m more courageous than I look!
Let’s get on with it!
Hold on, it’ll take me a while to get there
Profile Diary Locker
Quests
Contacts Check-ins
Web
Onsite Sensors
Onsite Screens
Mobile
Connected experiences
Profile Diary Locker
Quests
Contacts Check-ins
Go on an adventure!
1. Become a renowned translator2. Go on an odyssey
http://bm.cm.cr
onsite
Connected experiences Leaderboard
Jonesy 6 quests 10 ArtefactsMarks Family 5 quests 8 Artefacts
Profile Diary Locker
Quests
Home
Fight for freedom in the colonies
Discover new species of underwater sea life
Run with the bulls!
Steal a canon from the army
20%
Visitor traffic management using branching narrative based on• Time of day (i.e. times of peak loading)• Room occupancy (i.e. real-time data)
Profile Diary Locker
Quests
Home
Fight for freedom in the colonies
Discover new species of underwater sea life
Run with the bulls!
Steal a canon from the army
20%
Profile Diary Locker
Quests
Home
Run with the bulls!
Steal a canon from the army
20%
Light loading Heavy loading
Rem
ove
whe
n ro
oms o
ver-
occu
pied
Quest Example: Become a Renowned Translator • It’s 1799. It’s hot and you’re exhausted. • You’re with a French soldier digging the foundations of a fort extension at el-Rashid. He discovers
something unusual– A: Investigate– B: Where am I?!
• Where’s el-Rashid?– You’re in the Nile Delta, at Fort St Julien located 65 km (40 mi) east of Alexandria. It’s better known as
Rosetta– Captain: Hey? What’s that old stone you’ve got there?– Soldier: I don’t know.. It’s got strange markings on it– A: Investigate the markings– B: Hide the stone in your coat (this could be valuable!)
• Investigate the Markings– IF (ROOM 4 NOT BUSY) THEN “Go to the Egyptian Sculpture, Room 4 and look for artefact number xyz”– ELSE “These markings are hieroglyphics and Greek from about 196 BC. Go to Room 13 and find the Greek
artefact abc”
Example traffic management
But what about Virtual Reality?!
Reasons to use VR
• Virtually go to places that are inaccessible– Too far, too expensive, too dangerous, too small, too fragile– E.g. The moon, Paris, inside a volcano, inside the body, Altamira caves
• Virtually examine objects that can’t be held– Fragile, rare, remote, destroyed, reconstructed
Dinosaur footprints, Colorado
3D Printing to make the virtual real
Virtual to physical = conceptual to tangible
Citizen Science: MicroPasts
Many people trace the outline of an artefact in a photograph.
The outlines become a 3D model
Real to Virtual RealitySocial Media, Email, Phone
Sensor network
“Meet Lucy”
Motivation Wave
Time
High
Low
Motivation
www.behaviormodel.org© BJ Fogg
Right demand at the right time
Time
High
Low
Motivation
www.behaviormodel.org© BJ Fogg
Hit with spectacle when motivation or attention is low
Follow-up with deeper knowledge while motivation is high
Personalized guide Virtual Reality
Adaptive interpretation
Your personal history (activity feed)Related content, charactersAlternative perspectivesPlaces to visitThings to doMaps
Activity Data- What and who this person did, saw, met, created
Home
Museum
Reality
Personal Learning Companion
Mobile device
Creating a transformative experience
Experience
PedagogicalFeedback & Assessment
Scaffolding
Training objectives Facts & procedures
CharactersChoices
Consequences
Narrative
The story of thing
Creating a transformative experience
Experience
Pedagogical
Memory
Engagement
Distributed practice (time)Localized (place)Multimedia
ResonantMotivationPersonalizationFlow
Personalized experience & exploration of virtual world
Activity trace of virtual experiences- Places visited, people met,
objects found, events witnessed, stories heard
ReflectionConversationConnection (to community, knowledge)
The “Real Thing” - See it, maybe touch it
Virtual Reality
Museum
Simulated environment that adapts based on what is known about the visitor
Personal Learning Companion
Mobile device
HomeSchool
Heritage Site
Augmented Reality
Augmented & Virtual Reality
Teacher-guided interpretation
Serious Game
Activity Data- What and who this person did, saw, met, created
Preferences & Settings- Personal backstory- Male/Female/LBGT/etc.- Age
Intelligent Engagement System - Creates adaptive interpretation & engagementThe “Real Place”
- See it, touch it
Connected learning
