The Little Train that Could:
Mobile Tours on a Shoestring Budget
Chris Alexander
Manager of Interactive Technology
San Jose Museum of Art

The Little Train that Could:
Mobile Tours on a Shoestring Budget
Chris Alexander
Manager of Interactive Technology
San Jose Museum of Art

SJMA Mobile History
Started 4 years ago
Led to creation of Manager of
Interactive Technology position
Cell tour and Video iPods
First customer of Guide by Cell
Launched iPods concurrently
iPod Touch/iPhone Tour launched in
May 2008

Content Production
• All content produced in-house by
two people
• Video is shot mostly in artist studios
in HD
• Wireless microphones to capture
audio
• Edited back at museum with Final
Cut Express
• Pushed out to multiple platforms
• YouTube
• iTunes via RSS feed
• SJMA website
• And of course, mobile devices

Cell Phones
First customer of Guide by Cell (prototype)
Offers audio tours via a visitors cell phone
Visitors call a phone number and enter a prompt
number next to object to hear info.
Simple easy to use web interface for creating
tours. Upload audio or record audio over phone.
Outstanding statistical information
Monthly pricing based of number of call-ins
New features being offered include text
messaging and voting

Cell Phones
Pros
Visitor familiar with their own device
No ick factor
Easy to get up and running
Cons
Poor sound quality
Usage of cell phone plan minutes
Cell phone reception issues

Why iPods?
• The Director at that time said so.
• Actually - he realized the allure of
the device
• At the time of first use Podcasting
was starting to become big
• Familiar and easy to use
• Easy to program for
• Cool factor
• Practical for a small museum like
the SJMA
• Easily replaceable

Video iPods
Used Notes-Only Mode aka “Museum Mode”
Way of locking visitors into Notes section of iPod
Keeps them out of other areas
Still an effect way to offer tour, but not supported
on current models
Beginning learning curve
Good Apple documentation
Limiting (font-size, images, buttons)
Creative UI solutions
Launch “Museum-mode” video

Video iPods
Used Notes-Only Mode aka “Museum Mode”
Way of locking visitors into Notes section of iPod
Keeps them out of other areas
Still an effect way to offer tour, but not supported
on current models
Beginning learning curve
Good Apple documentation
Limiting (font-size, images, buttons)
Creative UI solutions
Launch “Museum-mode” video

Video iPods
Pros
Visitor ability to use their own device
Localized content allows for stable delivery
Availability
Cons
Requires visitors to be pre-prepared by
downloading at home
UI not very easy or intuitive
Fixed UI
Accessibility issues

Video iPods
Pros
Visitor ability to use their own device
Localized content allows for stable delivery
Availability
Cons
Requires visitors to be pre-prepared by
downloading at home
UI not very easy or intuitive
Fixed UI
Accessibility issues

iPod Touch/iPhone
Interface more intuitive (touch control)
Flexible for UI development
Nice to develop for one modern browser
Options - Web-based tour, SDK tour, Hybrid
SJMA has a web-based tour created using HTML, CSS
and iUI javascript framework
Delivered via an onsite DNS server to speed video
streaming
Launch “iPod Touch Tour” video

iPod Touch/iPhone
Pros
Flexible UI
Allure factor might entice more to utilize tour
Ability to add more interactivity
Accessibility can be addressed by allowing larger
text, etc.
Cons
Availability - unless handed out
WiFi - if tour is delivered via it
Access to other apps hard to restict

In-House Logistics
•Museum Experience Reps
•Trained on artwork and iPod
usage
•Also trained on minor
troubleshooting
•Checkouts from Cabinets
•Available to visitors on shelves
•Signage indicates options

The Little Train that Could:
Mobile Tours on a Shoestring Budget
Chris Alexander
Manager of Interactive Technology
San Jose Museum of Art
email: cmalexander@me.com
Slides available at: www.slideshare.net/cmalexander
iPod Touch/iPhone tour video at: www.vimeo.com/1487144
Video iPod in Notes-Only Mode: www.vimeo.com/363779