GettyGuide Handheld (A Cautionary Tale) From Audiotours to iPhones - Tate Modern Thursday 4 September 2008, Workshop, 10.00-18.00, East Room Friday 5 September 2008, Public Conference, 10.00-18.00, Starr Auditorium Just as valuable to talk about what not to do rather best practices HH system launched in 2005, pulled from operation due to operational challenges Made mistakes but learned a lot Nik Honeysett Head of Administration J. Paul Getty Museum

GettyGuide Handheld (A Cautionary Tale) The Plan Works of art: image & stops Events: tours & exhibitions Map Audio stops - keypad entry Location sensing Download content Wayfinding Integrate with kiosk & web

Works of art: image & stops

Events: tours & exhibitions

Map

Audio stops - keypad entry

Location sensing

Download content

Wayfinding

Integrate with kiosk & web

GettyGuide Handheld (A Cautionary Tale) The Plan

GettyGuide Handheld (A Cautionary Tale) The Execution Five internal departments Five vendors None had a vested interest in the complete system functioning Internal: Interactive Programs (interpretive content), Collections Information (object/registrarial information), Museum Information and Media Systems (academic programming and hardware), Web Group (academic programming), IT department (infrastructure hardware and software) Vendors: Server and application programming, location sensing hardware & software, handheld hardware & programming

Five internal departments

Five vendors

None had a vested interest in the complete system functioning

GettyGuide Handheld (A Cautionary Tale) Location sensing & Location-specific content Streaming media – audio & video The Architecture

GettyGuide Handheld (A Cautionary Tale) The Flaws Complex design and usability not your simple audio guide Pushed Content disturbing to visitor Latency confusing Access interference WAP location – retrofitting technology Audio sampled to high didn’t match rest of the technology Location sensing & Streaming Audio too demanding on the network Fault-tolerance Handle problems elegantly

Complex design and usability

not your simple audio guide

Pushed Content

disturbing to visitor

Latency

confusing

Access interference

WAP location – retrofitting technology

Audio sampled to high

didn’t match rest of the technology

Location sensing & Streaming Audio

too demanding on the network

Fault-tolerance

Handle problems elegantly

GettyGuide Handheld (A Cautionary Tale) The Future (part I) Reorganise departments and people less management and coordination Handheld Evaluation Broad gallery tour guide Rembrandt Evaluation Targeted exhibition guide Handheld vs. Gallery X-plorer Comparative device

Reorganise departments and people

less management and coordination

Handheld Evaluation

Broad gallery tour guide

Rembrandt Evaluation

Targeted exhibition guide

Handheld vs. Gallery X-plorer

Comparative device

GettyGuide Handheld (A Cautionary Tale) Evaluations Handheld Evaluation: Had to guess how to get started - wanted a "start from beginning" Terms like Gallery, Pavilion, Tour, Guide, Kiosk and Bookmark were not clear Location sensing set expectations, wanted the device to know more than was possible “ Push" approach – confused by unprompted changes Audio stop lookup number - most successful feature More "important" paintings should have more in-depth content Wanted to see more use of the device's visual capabilities

Handheld Evaluation:

Had to guess how to get started - wanted a "start from beginning"

Terms like Gallery, Pavilion, Tour, Guide, Kiosk and Bookmark were not clear

Location sensing set expectations, wanted the device to know more than was possible

“ Push" approach – confused by unprompted changes

Audio stop lookup number - most successful feature

More "important" paintings should have more in-depth content

Wanted to see more use of the device's visual capabilities

GettyGuide Handheld (A Cautionary Tale) Evaluations Rembrandt Evaluation: 16 paintings in one room; no wall text; paintings identified by supertitles; handheld free; no audioguide; printed materials. Overwhelmingly positive response - wanted more content, helped them enjoy the art; preferred to navigate by image - easy to recognize; loved the zoom Were there significant usability issues with the device? How did the Rembrandt handheld affect visitor engagement with the art? Did handheld users learn more from the exhibition than non-users? What were the expectations for technology?

Rembrandt Evaluation:

16 paintings in one room; no wall text; paintings identified by supertitles; handheld free; no audioguide; printed materials.

Overwhelmingly positive response - wanted more content, helped them enjoy the art; preferred to navigate by image - easy to recognize; loved the zoom

Were there significant usability issues with the device?

How did the Rembrandt handheld affect visitor engagement with the art?

Did handheld users learn more from the exhibition than non-users?

What were the expectations for technology?

GettyGuide Handheld (A Cautionary Tale) Evaluations Handheld vs. X-plorer Study Result: 10 Parent/Child pairs; Getty handheld device vs. Gallery X-plorer; Touchscreen vs. Keypad selection No demand for an abridged audio player targeted at families (the handheld) – nearly all the children preferred the X-plorer due to ease of use and variety of audio content Touching text links for content and orienting using images of works of art – both caused confusion Rather pay for an audio player with all audio stops than a free handheld with only family audio stops Would approve of a handheld that had all our audio content with a touchscreen keypad entry & improved on-screen map Inform the potential of handhelds – can we use them? How can the handheld and audio player be used in conjunction What to See guide

Handheld vs. X-plorer Study Result:

10 Parent/Child pairs; Getty handheld device vs. Gallery X-plorer; Touchscreen vs. Keypad selection

No demand for an abridged audio player targeted at families (the handheld) – nearly all the children preferred the X-plorer due to ease of use and variety of audio content

Touching text links for content and orienting using images of works of art – both caused confusion

Rather pay for an audio player with all audio stops than a free handheld with only family audio stops

Would approve of a handheld that had all our audio content with a touchscreen keypad entry & improved on-screen map

GettyGuide Handheld (A Cautionary Tale) The Future (part II) Experiment Cell phone tours, podcasts, smartphones Self-sufficient In-house production & development No: hardware, rental, printing (OD) Multiple ways to access content

Experiment

Cell phone tours, podcasts, smartphones

Self-sufficient

In-house production & development

No: hardware, rental, printing (OD)

Multiple ways to access content

GettyGuide Handheld (A Cautionary Tale) The Future (part II)

GettyGuide Handheld (A Cautionary Tale) iPhone Stats 1.47% 0.32% 4,121 Not Specified 10. 0.00% 0.36% 4,646 Macintosh (iPhone) 9. 0.35% 0.38% 4,876 Windows 98 8. 0.76% 0.47% 6,005 Windows Server 2003 and XP x64 Edition 7. 0.65% 2.49% 31,901 Linux 6. 3.72% 3.40% 43,614 Media Center 2005 5. 2.13% 5.50% 70,494 Windows 2000/NT 5 4. 16.73% 11.03% 141,361 Windows Vista 3. 8.12% 17.37% 222,542 Macintosh 2. 64.77% 58.32% 747,249 Windows XP 1. Internet Avg % % Visitors Operating System Details ( Thu. 1 May 2008–Thu. 31 July 2008 )

GettyGuide Handheld (A Cautionary Tale) Top Cities Sending Us iPhone Traffic (Wed. 1 Aug. 2007-Thu. 31 July 2008) iPhone Stats 1.10% 163 Van Nuys 10. 1.13% 167 St Louis 9. 1.59% 235 Santa Monica 8. 1.77% 261 Bellevue 7. 1.83% 270 Houston 6. 6.08% 897 Irvine 5. 6.90% 1,019 Los Angeles 4. 7.66% 1,131 San Francisco 3. 9.12% 1,347 Dallas 2. 46.62% 6,883 Seattle 1. Page Views Cities

GettyGuide Handheld (A Cautionary Tale) Site Visits – Getty.edu (Wed. 1 Aug. 2007-Thu. 31 July 2008) iPhone Stats 0.66% 97 conservation/ 10. 1.06% 157 Search/ 9. 1.09% 161 research/ 8. 1.10% 162 education/ 7. 2.26% 333 Unspecified 6. 2.28% 336 about/ 5. 10.90% 1,610 art/ 4. 14.64% 2,162 museum/ 3. 15.68% 2,315 Root Directory 2. 46.98% 6,936 visit/ 1. Page Views Site Sections

GettyGuide Handheld (A Cautionary Tale) A Cautionary Quote There is no safety in unlimited technological hubris - McGeorge Bundy