Piecing it Together: Steps to Building Mobile Application

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I organized this presentation given at the Museum Computer Network conference in Atlanta 2011.

Panelists included:
-Jennifer Rossi, The Hirshhorn
- Joshua Jeffery, The Warhol
- Jack Ludden, The Getty
- Steve Gemmel, The Getty
- Amy Heibel, Los Angeles County Museum of Art

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  • Planning section: mobile site vs app, on board vs streaming, target audience, user case scenarios\n
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  • Content: text, audio and video. Tour content is largely text with supplemental audio and video. Came from legacy tours and our database. Event and exhibition information is created for mobile starting with what we have on the core website.\n
  • TEXT: Mobile platforms can be a great way to share short texts without the expense and installation complexity of labels.\nText written just for mobile is unique and benefits from the same conventions that govern good audio tour narration.\n
  • Content: mostly video, most time-consuming part was planning, shooting and editing the videos. More like a talking book or magazine. Deep investment in content.\n
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  • Building: mobile site integration in core cms\n
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  • Piecing it Together: Steps to Building Mobile Application

    1. 1. Piecing it Together: Steps to a Mobile Application
    2. 2. Introduction
    3. 3. J. Rossi Jennifer RossiWebmaster & eCommunications ManagerHirshhorn Museum and Sculpture Garden, Smithsonian Institution Washington, DC
    4. 4. J. Rossi About Our App• “Yves Klein: With the Void, Full Powers” is a mobile companion to our Yves Klein retrospective exhibition• It was built on the Toura platform and offered to visitors for $1.99 in iTunes and Android app stores
    5. 5. the warhol: MCN 2012 Joshua Jeffery | Manager of Digital Media and Web ETC Presentation | 11.16.11 Presentation ©2011 The Andy Warhol Museum, The Carnegie InstituteArtwork © The Andy Warhol Foundation for the Visual Arts, Inc. unless otherwise noted
    6. 6. Jack LuddenHead of Web and New Media DevelopmentJ Paul Getty Trust INTRODUCTION Piecing it Together: Steps to a Mobile Application 2011 MCN Conference Detail vs Big “Does” and Picture “Don’ts” Questions to ask Examples Take this away Tanks this away
    7. 7. Steve GemmelDigital Media Specialist, Collection Information & AccessJ. Paul Getty Museum INTRODUCTION Piecing it Together: Steps to a Mobile Application 2011 MCN Conference Evolution of Museum Mobile Devices Museum Provided Visitor Owned
    8. 8. Amy HeibelAssociate VP, Web and Digital Media aheibel@lacma.org
    9. 9. Today’s •PlanningBreakdown •Content •Building •Submitting and Beyond
    10. 10. AudienceIntroductions
    11. 11. Planning• Department(s)• Bureaucracy• Mobile App/Web/Both• Budget• Focus
    12. 12. Planning J. Rossi• Collaboration between Curatorial and Marketing, but there were really only 2 Museum staff working on this app!• We had such a wealth of material on Yves Klein that it warranted doing something more. We felt it was important to give visitors who enjoyed the exhibition another resource in- between the free brochure and the $60 catalogue. Knew this would be a niche audience (wasn’t expecting it to be the next Angry Birds, but if you love Klein, you’d love this app!)• Budget and timing were a big factor for us in choosing to go with a CMS-based solution. Budget=$0 TTL=2 months• Plenty of bureaucracy to go around! This is where you shouldn’t be afraid to ask for help in moving things along!• WiFi in our galleries isn’t great and there was a lot of multimedia assets involved, so a native app was better suited for our purposes.
    13. 13. planning: The Andy Warhol Museum • Audiences: Museum guests, Traveling Exhibition guests, those who can’t visit • Address all audiences with iconic works from collection • Budget = $0! • Small team at Museum, buy-in required at all levels • Mobile app is not possible given our rights and reproductions limitationsThe Andy Warhol Museum - Exterior Photo by Ric Evans
    14. 14. planning: The Andy Warhol Museum • Audiences: Museum guests, Traveling Exhibition guests, those who can’t visit • Address all audiences with iconic works from collection • Budget = $0! • Small team at Museum, buy-in required at all levels • Mobile app is not possible given our rights and reproductions limitationsAndy Warhol, Campbells Soup II, 1969, © AWF
    15. 15. planning: The Andy Warhol Museum • Audiences: Museum guests, Traveling Exhibition guests, those who can’t visit • Address all audiences with iconic works from collection • Budget = $0! • Small team at Museum, buy-in required at all levels • Mobile app is not possible given our rights and reproductions limitationsAndy Warhol, Self-Portrait, 1986, © AWF
    16. 16. planning: The Andy Warhol Museum • Audiences: Museum guests, Traveling Exhibition guests, those who can’t visit • Address all audiences with iconic works from collection • Budget = $0! • Small team at Museum, buy-in required at all levels • Mobile app is not possible given our rights and reproductions limitationsAndy Warhol, Silver Clouds, 1966, © AWF
    17. 17. planning: The Andy Warhol Museum • Audiences: Museum guests, Traveling Exhibition guests, those who can’t visit • Address all audiences with iconic works from collection • Budget = $0! • Small team at Museum, buy-in required at all levels • Mobile app is not possible given our rights and reproductions limitationsThe Andy Warhol Museum – Installation - Andy Warhol, Skulls, 1976, © AWF
    18. 18. Jack LuddenHead of Web and New Media DevelopmentJ Paul Getty Trust PLANNING Piecing it Together: Steps to a Mobile Application 2011 MCN Conference • Be careful of bureaucracy • Don’t wait • Sustainability • Don’t ignore your data • App vs Web • Do research • Pre-visit, Post-visit or during • Don’t reinvent the wheel visit • Do critique • Outline and Plan your project • Why are you creating an app? • Pacific Standard Time • Who is involved? • Who should be involved? • Who wants to be involved? Give your visitors what they want Push your institution
    19. 19. Steve GemmelDigital Media Specialist, Collection Information & AccessJ. Paul Getty Museum PLANNING Piecing it Together: Steps to a Mobile Application 2011 MCN Conference Pacific Standard Time at the Getty Center
    20. 20. • Mobile.lacma.org• Drupal mobile site with “app-like” interface• Highly dynamic content • Built on Toura• Lots of text and some • Exhibition specific audio • Static content• Team of many • Lots of video• Big budget • Team of one • Small budget aheibel@lacma.org
    21. 21. Questions
    22. 22. Content• In-House• Content Producers• Re-purposed• Types of Content• Rights
    23. 23. J. Rossi Content• Content came from Curatorial and was re- used from research that was already amassed from the exhibition and catalogue.• App was structured in the same way you walk through the exhibition at the Museum.• Included audio, video and images.• Ahem...clear ALL your image rights before going live with your app.
    24. 24. content: The Andy Warhol Museum• Structure is decade-by-decade: too much change at Museum + single artist nature allows for this• Marketing identified guest-known iconic works• Education + curators ‘fleshed out’ additional works• Education + curators found additional works / archival content to support iconic works• Audio / video is challenging, re- purposed when possible
    25. 25. content: The Andy Warhol Museum• Structure is decade-by-decade: too much change at Museum + single artist nature allows for this• Marketing identified guest-known iconic works• Education + curators ‘fleshed out’ additional works• Education + curators found additional works / archival content to support iconic works• Audio / video is challenging, re- purposed when possible
    26. 26. content: The Andy Warhol Museum• Structure is decade-by-decade: too much change at Museum + single artist nature allows for this• Marketing identified guest-known iconic works• Education + curators ‘fleshed out’ additional works• Education + curators found additional works / archival content to support iconic works• Audio / video is challenging, re- purposed when possible
    27. 27. content: The Andy Warhol Museum• Structure is decade-by-decade: too much change at Museum + single artist nature allows for this• Marketing identified guest-known iconic works• Education + curators ‘fleshed out’ additional works• Education + curators found additional works / archival content to support iconic works• Audio / video is challenging, re- purposed when possible
    28. 28. content: The Andy Warhol Museum• Structure is decade-by-decade: too much change at Museum + single artist nature allows for this• Marketing identified guest-known iconic works• Education + curators ‘fleshed out’ additional works• Education + curators found additional works / archival content to support iconic works• Audio / video is challenging, re- purposed when possible
    29. 29. content: The Andy Warhol Museum• Structure is decade-by-decade: too much change at Museum + single artist nature allows for this• Marketing identified guest-known iconic works• Education + curators ‘fleshed out’ additional works• Education + curators found additional works / archival content to support iconic works• Audio / video is challenging, re- purposed when possible
    30. 30. content: The Andy Warhol Museum• Structure is decade-by-decade: too much change at Museum + single artist nature allows for this• Marketing identified guest-known iconic works• Education + curators ‘fleshed out’ additional works• Education + curators found additional works / archival content to support iconic works• Audio / video is challenging, re- purposed when possible
    31. 31. Jack LuddenHead of Web and New Media DevelopmentJ Paul Getty Trust CONTENT DEVELOPMENT Piecing it Together: Steps to a Mobile Application 2011 MCN Conference • Transform your content • Don’t necessarily copy and paste • Image Rights • Do organize your content • There will be editorial work • Do let the content drive • There will be media production experience • Define key images and branding • What content do you have? • Pacific Standard Time • What content needs to be created? • Google Goggles • Will the app be used for way finding • Is the experience active or passive? Try to create unique content Content creation will take time
    32. 32. Steve GemmelDigital Media Specialist, Collection Information & AccessJ. Paul Getty Museum CONTENT DEVELOPMENT Piecing it Together: Steps to a Mobile Application 2011 MCN Conference In Gallery Mobile & Web
    33. 33. Mobile.lacma.org aheibel@lacma.org
    34. 34. aheibel@lacma.org
    35. 35. lacma.org/CADesign aheibel@lacma.org
    36. 36. Questions
    37. 37. Breaktime
    38. 38. Building• Structure• On-site, pre/post visit• Workflow• Graphic Design• Network
    39. 39. J. Rossi Building• A CMS can help you compile an app’s content together rather quickly.• Expect bugs and ensure your contractor has a solid support system.• Assets were converted multiple times for specified formats. We went native with all of our assets except video, to keep app file size down.
    40. 40. building: The Andy Warhol Museum• Workflow: Rights and Reproduction/ Andy Warhol Foundation approving + providing all image content• Education team + curators provide all text content• I input everything into MAP• Great Wi-Fi coverage• Developer vs. CMS: pros and cons to both
    41. 41. building: The Andy Warhol Museum• Workflow: Rights and Reproduction/ Andy Warhol Foundation approving + providing all image content• Education team + curators provide all text content• I input everything into MAP• Great Wi-Fi coverage• Developer vs. CMS: pros and cons to both
    42. 42. Jack LuddenHead of Web and New Media DevelopmentJ Paul Getty Trust CONTENT INTEGRATION Piecing it Together: Steps to a Mobile Application 2011 MCN Conference • Identify responsibilities • Don’t forget about media specs • Scalability • Don’t worry, you WILL need to • Use a CMS if possible make updates • Do you have a workflow? • Pacific Standard Time • Do you need to network a team? • Marketing entry pages • Calendar of eventsAllow yourself to make modifications Let everyone who can , help integrate
    43. 43. Steve GemmelDigital Media Specialist, Collection Information & AccessJ. Paul Getty Museum CONTENT INTEGRATION Piecing it Together: Steps to a Mobile Application 2011 MCN Conference CMS Test & Q/A
    44. 44. Amy HeibelAssociate VP, Web and Digital Media 33
    45. 45. Amy HeibelAssociate VP, Web and Digital Media 34
    46. 46. aheibel@lacma.org
    47. 47. Questions
    48. 48. Submitting and Beyond• Submission • Piggy Backing Assets Apps• Marketing • Reviews• Social Media • Updates
    49. 49. Submitting and Beyond J. Rossi• Toura handled submittal process (another perk of working with a contractor!)• Marketing: signage in galleries and over info desk; included in Museum publications and printed collateral; bookmark bag-stuffer in Museum shop; social media, website and email marketing.• Press: sent press releases; received coverage in Washington Post, Wall Street Journal, NYT arts blog, RealSimple magazine, Federal News Radio, and more.• Our app enjoyed a second-life at the Walker Art Center when the Yves Klein exhibition travelled there.
    50. 50. submitting + beyond: The Andy Warhol Museum • Marketing: videos make all the difference! • Promo codes given to bloggers • Significant press! • Positive and negative reviews for both apps • Fantastic resource for guests + educators
    51. 51. submitting + beyond: The Andy Warhol Museum • Marketing: videos make all the difference! • Promo codes given to bloggers • Significant press! • Positive and negative reviews for both apps • Fantastic resource for guests + educators
    52. 52. submitting + beyond: The Andy Warhol Museum • Marketing: videos make all the difference! • Promo codes given to bloggers • Significant press! • Positive and negative reviews for both apps • Fantastic resource for guests + educators
    53. 53. submitting + beyond: The Andy Warhol Museum • Marketing: videos make all the difference! • Promo codes given to bloggers • Significant press! • Positive and negative reviews for both apps • Fantastic resource for guests + educators
    54. 54. submitting + beyond: The Andy Warhol Museum • Marketing: videos make all the difference! • Promo codes given to bloggers • Significant press! • Positive and negative reviews for both apps • Fantastic resource for guests + educators
    55. 55. submitting + beyond: The Andy Warhol Museum • Marketing: videos make all the difference! • Promo codes given to bloggers • Significant press! • Positive and negative reviews for both apps • Fantastic resource for guests + educators
    56. 56. submitting + beyond: The Andy Warhol Museum • Marketing: videos make all the difference! • Promo codes given to bloggers • Significant press! • Positive and negative reviews for both apps • Fantastic resource for guests + educators
    57. 57. submitting + beyond: The Andy Warhol Museum • Marketing: videos make all the difference! • Promo codes given to bloggers • Significant press! • Positive and negative reviews for both apps • Fantastic resource for guests + educators
    58. 58. submitting + beyond: The Andy Warhol Museum • Marketing: videos make all the difference! • Promo codes given to bloggers • Significant press! • Positive and negative reviews for both apps • Fantastic resource for guests + educators
    59. 59. submitting + beyond: The Andy Warhol Museum • Marketing: videos make all the difference! • Promo codes given to bloggers • Significant press! • Positive and negative reviews for both apps • Fantastic resource for guests + educators
    60. 60. Jack LuddenHead of Web and New Media DevelopmentJ Paul Getty Trust “GOING LIVE” AND BEYOND Piecing it Together: Steps to a Mobile Application 2011 MCN Conference • Use all your distribution • Don’t assume people will find your channels app • Verge on over-communicating • Do use print-related material to • Do another app as soon as you communicate can • Do educate your visitor services team • How will you update your content? • Pacific Standard Time • How often do you need/want to • Marketing entry pages make updates? Tell everyone you can Tell everyone you can
    61. 61. Steve GemmelDigital Media Specialist, Collection Information & AccessJ. Paul Getty Museum “GOING LIVE” AND BEYOND Piecing it Together: Steps to a Mobile Application 2011 MCN Conference Onsite Online
    62. 62. • Box office signage• Box office & security staff• “Today” buckslip at box office• Urls on walls of exhibitions• Table signs in restaurant• Exhibition web page• Exhibition press release• Twitter and Facebook• Homepage promo
    63. 63. Questions
    64. 64. ContactsChris Alexander - Touracalexander@toura.comJennifer Rossi - Hirshhornrossij@si.eduJoshua Jeffery - The WarholJefferyJ@Warhol.OrgJack Ludden - The Gettyjludden@getty.eduSteve Gemmel - The GettySGemmel@getty.eduAmy Heibel - LACMAaheibel@lacma.org

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