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Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA
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Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA

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Talk given at Tate Handheld Symposium, Sept. 5, 2008.

Talk given at Tate Handheld Symposium, Sept. 5, 2008.

Published in: Education, Economy & Finance
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    • 1. Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA Peter Samis Associate Curator, Interpretation San Francisco Museum of Modern Art Tate Handheld Symposium • 5 Sept. 2008
    • 2. Case Study: Matthew Barney .
    • 3. Matthew Barney sculptures in the gallery
    • 4. Our problem: subtract the man/film from the gallery, and… How to make the mute plastic speak?
    • 5. Traditionally, this would have been cause for a multimedia feature. … online, by the galleries, in the Koret Center.
    • 6. To this, we added multiple format audio tours: <ul><li>Podcast: download from home </li></ul><ul><li>Gallery X-plorer: rent in Atrium </li></ul><ul><li>Cell phone: turn on in show </li></ul>Collaboration with Antenna Audio to develop content for all three.
    • 7. Downloadable podcast map
    • 8. Cell phone promotional card - collab w/ Guide by Cell
    • 9. At first, we thought we were setting out to measure visitor preferences for three different types of audio tours. And we did that.
    • 10. What did we find out? <ul><li>There is no clear winner </li></ul><ul><li>Traditional devices skew older </li></ul><ul><li>iPods and cell phones seem to skew younger * </li></ul><ul><li>Visitors appreciate multiple experience options </li></ul>* statistics not fully conclusive
    • 11. Different devices support different touring styles : <ul><li>Cell phones averaged 4.6 stops out of 10, indicating à la carte, on demand use </li></ul>
    • 12. <ul><li>iPods and traditional audio tour devices averaged 70-80% stop use : a more immersive , custom experience </li></ul>In fact, iPod and traditional headset tour users had more in common than these users might suspect…
    • 13. Those who chose the iPod and cell phone formats rated them more highly than traditional headset tour users rated theirs. (although the content was identical!)
    • 14. Phone logs enabled us to see patterns in where visitors wanted information most: (or perhaps where they or could find the labels!)
    • 15. In fact, GuideBy Cell now mashes up area codes and Google Maps to reveal where visitors are from:
    • 16. Stats: Cell-phone Tours <ul><li>Good News: Guide by Cell records </li></ul><ul><li>1st exhibition with over 10,000 calls </li></ul><ul><li>Average message selection in other museums is only 33% </li></ul><ul><li>Bad News: </li></ul><ul><li>Still only averaging 45 visitors/day </li></ul><ul><li>Only 3.7% of exhibition visitors </li></ul>
    • 17. So somewhere along the way, the target shifted.
    • 18. The elephant in the room is that: The vast majority of our visitors do not use technology during their museum visit. So how do we reach them?
    • 19. If our goal is to use technology, we may just nod and move on . But if our goal is to enhance visitor experience, we have to think larger.
    • 20. “Variable on-demand mediation.” –Brad Johnson, Second Story Interactive
    • 21. Interpretive Menu: analog + digital <ul><li>One curatorial intro panel </li></ul><ul><li>Exhibition brochure </li></ul><ul><li>Docent tours </li></ul><ul><li>Audio tour delivered via: </li></ul><ul><li>Antenna MP3 gallery guide </li></ul><ul><li>Downloadable podcast </li></ul><ul><li>Cell phone tour courtesy GuideByCell </li></ul><ul><li>Learning Lounge in show: </li></ul><ul><li>Plasma screen with Barney video interview clips </li></ul><ul><li>Barney FAQ wall graphics </li></ul><ul><li>Interactive feature/website </li></ul><ul><li>Books &amp; catalogs </li></ul>
    • 22. Here’s what that looks like: Use of offerings by respondents:
    • 23. But on the other hand: What helped make meaning?
    • 24. So what did we learn? What did visitors prefer? <ul><li>Audio: Different people opt for different devices </li></ul><ul><li>Video: Visitors want to see and hear the voice of the artist above all else </li></ul><ul><li>and perhaps most surprisingly: </li></ul><ul><li>Visitors opt for the analog first. </li></ul>
    • 25. Or put another way: This is our Opportunity Space! Is it time to re-train our visitors? Change their expectations? Change our approach? All of the above?
    • 26. How do we activate that opportunity space?
    • 27. Next Tests: 2007 Traditional audio tour vs. iPod Picasso &amp; American Art &amp; Brice Marden Matisse: The Painter as Sculptor Take your time: Olafur Eliasson/ Joseph Cornell /Jeff Wall
    • 28. When visitors were given the choice … 49% 51% Eliasson / Cornell / Wall 45% 55% Matisse 41% 59% Picasso &amp; Marden iPod Antenna XP - “Classic”(mp3) Exhibitions in 2007 (in sequence)
    • 29. Do we detect a trend?
    • 30. Visitors liked the fact the iPod showed an image of the work. But the menu function was poor.
    • 31. Fast forward to summer 2008 (right now):
    • 32. Enter Frida Kahlo <ul><li>MENU: analog + digital mix </li></ul><ul><li>Brochure </li></ul><ul><li>Wall texts </li></ul><ul><li>Multimedia tour with low price barrier to entry </li></ul><ul><li>Learning Lounge </li></ul><ul><li>Supplementary galleries to add context </li></ul><ul><li>Kiosk / Website </li></ul><ul><li>Video </li></ul><ul><li>Podcasts </li></ul>
    • 33. &nbsp;
    • 34. &nbsp;
    • 35. &nbsp;
    • 36. Antenna XP-Vision multimedia player
    • 37. &nbsp;
    • 38. &nbsp;
    • 39. &nbsp;
    • 40. &nbsp;
    • 41. &nbsp;
    • 42. Visitor Feedback
    • 43. &nbsp;
    • 44. &nbsp;
    • 45. &nbsp;
    • 46. &nbsp;
    • 47. &nbsp;
    • 48. &nbsp;
    • 49. NEXT STEPS
    • 50. Purpose-built or Visitor-supplied ? <ul><li>Controlled platform </li></ul><ul><li>Hi-fidelity audio, video &amp; interactivity </li></ul><ul><li>Free of associations &amp; hassles of home &amp; office </li></ul><ul><li>Only about the art </li></ul><ul><li>Focused, optimized for tour experience </li></ul><ul><li>Rewrites the economic model: No need for museum to lease fleets of players </li></ul><ul><li>No need to staff and sell players to visitors </li></ul><ul><li>Free to visitors </li></ul><ul><li>More casual </li></ul><ul><li>but </li></ul><ul><li>Quality of experience cannot be assured </li></ul>Questions we have now:
    • 51. Unless we rewrite the spec for what a quality tour experience is to a low enough threshold that it can be delivered with confidence to a wide variety of visitors in a non-proprietary manner
    • 52. Does that mean we bypass the bells and whistles of Flash and the iPhone ?
    • 53. Or do we opt for that expressive power and continue to supply the hardware on the old lease contract model ?
    • 54. I, for one, no longer believe it will all sort itself out… “ in two years.”
    • 55. Soon to come… an SFMOMA iPhone title: In the meantime…
    • 56. Don’t worry, folks— <ul><li>This is only a test! </li></ul>
    • 57. Thank you.

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