Thinking outside the audio tour box: Using front-end and formative evaluations to design new mobile experiencesPresentation Transcript
Thinking outside the audio tour box: Nancy Proctor Smithsonian American Art Museum Using front-end and formative evaluations to design new mobile experiences
Fraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003 Fraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003 It’s NOT about the Technology
Thinking outside the audiotour box Means thinking about content & experience
Recent Research & Resources http://wiki.MuseumMobile.info/research
CHNM survey on Museums and Mobile Adoption
International Survey on handheld use in museums.
Whitney Museum of American Art: Audio Guide Technologies Survey Final Report
Matthew Barney: Multiplatform interpretation at SFMOMA
La Placa Cohen Culture Track 2007 (with Antenna Audio)
Who is your target audience?
Tied to mission & key messages
What are the desired outcomes? What do we want them to know, think and/or feel?
What platforms do they already use? How do they use them elsewhere & what excites them?
Traditional audio tours
Cellphones or smartphones
Mobile social media: SMS, Twitter, FB…
A Minority of Visitors Use Technologies in the Galleries 2006 study by Randi Korn & Associates at SFMOMA BUT they use technology everywhere else: WWW = Whatever, Whenever, Wherever
Question mapping in the gallery: What do they want to know?
FAQs and comments cards
Questions posed to staff…
Online question collection:
Specialized Q&A services, e.g. AJOA
Comments on social media sites
Include audience research in order to segment
Go deeper with more experienced museum visitors
Where are visitors not being served by existing interpretation?
Organize & Filter
Prioritize by mission and key messages
Prioritize questions that elicit great stories
Organize questions Painting Sculpture Folk Art Architecture Dramatic change in style in display Why multiples of same work? Lures aren’t art Story behind the architecture Triple painting?! Memory vessels: idea, ones with stones… Glad you dead you rascal you?!
Which content modalities?
+ - + - + - + - + Soundtracks
o o o o Soundbites
x x x x Interactives
| | | Links
^ ^ ^ Feedback
§ § § Social media
Narrowcast/ Offline or Networked Networked only
Are ‘atoms’ of information.
Commonly called ‘stops’ – or ‘starts’!
Facilitate going deeper on a specific object/subject.
Usually require a visual (actual object or image).
Can be collectable & portable to other platforms e.g. via bookmarking, saving or sharing.
Can be reused across the museum’s analog & digital platforms as well as those of third parties.
Recalls original ‘linear’ audio tours.
Provides a sequential narrative and contextual information: tools for understanding the principles of the displays, both in the gallery and beyond .
Immersive, but may be divided into a number of connected segments.
‘ Downloaded’ for audiences on-site and beyond.
Like a good album, book or catalogue, should be possible to enjoy over & over again…
ArtBabble: the ideal interface http://www.artbabble.org/video/meet-william-christenberry
Identify soundtracks & soundbites Painting Sculpture Folk Art Architecture Dramatic change in style in display Why multiples of same work? Lures aren’t art Story behind the architecture Triple painting?! Memory vessels: idea, ones with stones… Glad you dead you rascal you?!
The right vehicle for your content Audio player Multimedia player Cellphone Personal media player Smart Mobile Browser phones Mobile App Soundtrack x x (x) X X X Soundbite X X X x X X Interactive X X X Link X X x Feedback X X X Social media X X