ARTCLIXHigh Museum of Art, AtlantaJulia Forbes & Nicole Cromartie
ConceptMeeting in Atlanta –July 2010GOAL: In an effort to connect with a younger audience, we began exploringways that tec...
External team
Core Internal Team   Education/Interpretation   Marketing/Social Media   Registrar/Image Rights   Curatorial   Graphi...
Goals   Intrigue and engage younger audiences   Encourage conversations about the artwork    between visitors and the st...
Measurables   Track individual downloads   Number of postcards sent   Number of postcards viewed   Track if High’s Fac...
ArtClicks, Cliques, Clix!
ArtClix functions
ArtClix PIN in gallery
ArtClix functions
ArtClix functions
ArtClix functions
Social Technologies Participation Statistics80%                                                                        **a...
Topline Findings October 2011
ArtClix functions
Admin tool
Admin tool
Admin tool
Challenges
Challenges
Testing, populating Community
Results
Results
Reviews “Remember when you weren’t allowed to take photos in museums? Well now the High wants you to! Simply download the ...
http://www.high.org/moma.aspx#/Picasso-to-Warhol/artclix
http://www.secondstory.com/portfolio/works/artclix
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MCN ArtClix presentation

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Julia Forbes and Nicole Cromartie will discuss the development of ArtClix, the High Museum of Art’s mobile app. Developed in collaboration with Second Story from Portland, OR for the Picasso to Warhol exhibition, ArtClix incorporates social media, community conversation, and visual recognition. The presenters will discuss the year long process – conceptualization, testing, interpretive writing, and implementation as well as provide a demonstration of the app.

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  • JF: Intro NC, PR, and BWIntro to presentation
  • JF:Decision to make an appExpert brainstormDescribe approaches3 weeks later, presentation to MESTrip to London – Tate Handheld Conference September 2010Rent/own devidewifiShow 2S slide
  • JF
  • JF
  • JFThis is what the app does….Experience is:Take picsShare via FB/Twitter/emailShare with each other in the community
  • JFAs last week we were at 5%52,138 visitors; 2851 downloads
  • NC:Three goals:Needs to be about experience, not about Picasso to WarholNeeds to be a name that can stay with the app & be used with other exhibitionsCatchy for the itunes store and Android marketDiscussed goals of the name with the Second Story teamDid research in the iTunes store on App namesHeld an HMA brainstorming session that included staff from education, PR, Marketing, and a representative from our creative firm, Creaxion. Tested top name choices : FrameUp, Looksee, ArtClix, High There, Youviewfor opinions with: Second Story, a group of UGA students; MoMA internal teamThree meanings of name:Groups of peopleClick of the cameraAnd lightbulb flashIt’s catchy and represents the experience of the app
  • NC:Three ways to access the same informationWhatever is best for user and dependent on their location
  • NC:Users own image
  • NC:
  • What we hoped would happen here…Like FB people could comment on each other and on High Staff. As you can see, that’s not happening
  • JF:
  • NC:
  • NC:All of this info is stored on a Rackspace cloud serverOur institution’s IT department wanted it on a separate server for security reasons
  • NC:
  • NC:Scheduling comments
  • JF:Image recognitionWriting text: how much what characterAndroidsImage Rights
  • training
  • JF & NC:Teen testingCollege interns testingSCAD populating
  • JF:
  • JF:
  • JF:
  • JF:Great video on 2S siteQuestions?Thank you!
  • MCN ArtClix presentation

    1. 1. ARTCLIXHigh Museum of Art, AtlantaJulia Forbes & Nicole Cromartie
    2. 2. ConceptMeeting in Atlanta –July 2010GOAL: In an effort to connect with a younger audience, we began exploringways that technology might serve as an interpretive tool within our galleries.Experts we invited to brainstorm with us:•Bruce Wyman, Director of Creative Development, Second Story Interactive Studios•Nancy Proctor, Chief of Mobile Strategy, Smithsonian Institution•Ed Price, Director, Interactive Media Technology Center, GA Tech•Brian Jones, Research Engineer, Interactive Media Technology Center, GA Tech•Christopher Klaus, Founder/CEO Kaneva•Beth Harris, Director of Digital Learning, MoMA Approach #1: Bookmarking Approach #2: Questions and Answers Approach #3: Understanding and breaking down exhibit
    3. 3. External team
    4. 4. Core Internal Team Education/Interpretation Marketing/Social Media Registrar/Image Rights Curatorial Graphics/DesignProject formally kicked off in December 2010 with opening of October 7, 2011
    5. 5. Goals Intrigue and engage younger audiences Encourage conversations about the artwork between visitors and the staff of the High Museum of Art. Create an experience that allows visitors to share their pictures and thoughts via social media Make use of social media and increase the profile of the High Museum of Art on social media platforms Leverage the natural/desired interactions of users; create an experience that seemed
    6. 6. Measurables Track individual downloads Number of postcards sent Number of postcards viewed Track if High’s Facebook and Twitter followers increases uncharacteristically during run of exhibition Our goal is that10% of visitors are ArtClix users
    7. 7. ArtClicks, Cliques, Clix!
    8. 8. ArtClix functions
    9. 9. ArtClix PIN in gallery
    10. 10. ArtClix functions
    11. 11. ArtClix functions
    12. 12. ArtClix functions
    13. 13. Social Technologies Participation Statistics80% **adults over 18 in U.S. as of August 200970%60% Creators (produce content, upload videos, write blogs)50% Critics (submit reviews, rate content, comment on social media sites) Collectors (organize links and content)40% Joiners (maintain accounts on social network sites) Spectators (read blogs, watch30% YouTube, visit social sites) Inactives (don’t visit social sites)20%10%0% Creators Critics Collectors Joiners Spectators Inactives
    14. 14. Topline Findings October 2011
    15. 15. ArtClix functions
    16. 16. Admin tool
    17. 17. Admin tool
    18. 18. Admin tool
    19. 19. Challenges
    20. 20. Challenges
    21. 21. Testing, populating Community
    22. 22. Results
    23. 23. Results
    24. 24. Reviews “Remember when you weren’t allowed to take photos in museums? Well now the High wants you to! Simply download the High’s new free ArtClix app, then take a photo of a piece of art at the exhibit. ArtClix will give you more detailed information, and you’ll be able to share your thoughts with other users.”  AtlantaBoy.com, October 28, 2011 “As you walk through the exhibit, youre actually encouraged to use your phone to photograph the work. Use ArtClix to snap a picture of Pablo Picassos “Girl before a Mirror” and youll be taken to a page with more information about this 1932 painting. You can also use the app to share your comments about the piece or see what other people have said about it.”  Atlanta Metromix, October 21, 2011 “...New for this exhibit is an application called ArtClix for the Highs “tech savvy members” that allows smart phone users to take pictures of the artwork and get more information, including the audio files that normally are an extra cost. When was the last time anyone was encouraged to take a photo in a museum? Normally, that behavior brings a polite tap, or more, from security.”  Atlanta Business Chronicle, Lisa R. Schoolcraft, October 7, 2011
    25. 25. http://www.high.org/moma.aspx#/Picasso-to-Warhol/artclix
    26. 26. http://www.secondstory.com/portfolio/works/artclix

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