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The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)
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The eyes want to have it: Multimedia Handhelds in the Museum (an evolving story)

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A variant of this presentation, titled "Knowledge on Demand, Knowledge in Hand: Visitor-centered mobile multimedia," was delivered on 3 October 2008 at the conference "Knowledge in Demand '08" in …

A variant of this presentation, titled "Knowledge on Demand, Knowledge in Hand: Visitor-centered mobile multimedia," was delivered on 3 October 2008 at the conference "Knowledge in Demand '08" in Bern, Switzerland.

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  • Very interesting presentations, am i impress with this slide.great job nice informations.

    I like your 'Brooklyn Museum' slide.

    our dinosaurs museums blog is http://dinosaurs-video.blogspot.com
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  • I have more interesting to collection of museums details. I found your 'Multimedia Handhelds in the Museum' slide. Great work and nice presentations.

    our archaeology museums blog is http://archaeologyexcavations.blogspot.com/
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    • 1. The eyes want to have it: Multimedia handhelds in the museum ( an evolving story) Peter Samis Associate Curator, Interpretation San Francisco Museum of Modern Art WCC 2008 Milano • 8–10 September 2008
    • 2. Setting the Stage
    • 3. Museums! Even if they look like this on the outside...
    • 4. ...they look like this on the inside.
    • 5. … and this...
    • 6. … and this.
    • 7. This is our Problem Space: Opportunity
    • 8. Modern art— like all the objects museums exhibit —exists in a framework of meanings. <ul><li>Physical aspects </li></ul><ul><li>Process of its making </li></ul><ul><li>Relationships (to its maker, to ideas, to other works) </li></ul><ul><li>Documents (journals, letters, sketches) </li></ul><ul><li>Media </li></ul><ul><li>Methods of approach and understanding </li></ul>
    • 9. Of these, art museums typically strip away all but one or two. <ul><li>Process of its making </li></ul><ul><li>Relationships (to its maker, its time) </li></ul><ul><li>Documents </li></ul><ul><li>Media </li></ul><ul><li>Methods of approach and understanding </li></ul><ul><li>Physical aspects </li></ul>
    • 10. Experts… … … … …… Novices Somewhere along the line that leaves us to restore the context.
    • 11. Hypothetical Demand Curve:
    • 12. First Forays
    • 13. Points of Departure — SFMOMA 2002
    • 14. First use of artist videos on PDAs in a museum space. Sometimes interpretation ’s a case of what’s missing …
    • 15. Sometimes it’s a case of what’s there.
    • 16.  
    • 17. The goal is to meet people where they are—both conceptually and physically.
    • 18. So the Goal, at least, is clear. <ul><li>But the means are constantly changing… </li></ul>.
    • 19. as is the Museum environment.
    • 20. Technology & museums change at very different paces.
    • 21. With that in mind, a bit of history.
    • 22. Early prototype: MEG @ Experience Music Project , Seattle, 2002 Mobile Exhibition Guide
    • 23. Lessons learned <ul><li>Bulky & cumbersome to carry </li></ul><ul><li>Long development cycle </li></ul><ul><li>Expensive to build (prohibitive for non-profit institutions) </li></ul><ul><li>Technology surpassed by time of its introduction! </li></ul>
    • 24. <ul><li>Compaq iPAQ Pocket PCs with video clips stored on 64 MB Compact Flash cards </li></ul><ul><li>Internet Explorer and Windows Media Player running on Windows CE (imperfect) </li></ul><ul><li>Used to present video clips of artists in each gallery </li></ul>Points of Departure iPAQ Gallery Explorer 2002
    • 25. CIMI/Renwick Gallery prototype , Washington, DC <ul><li>Visual menus for each gallery </li></ul><ul><li>20–45 second clips </li></ul><ul><li>30-second message length deemed ideal </li></ul><ul><li>Add’l layers can be selected </li></ul><ul><li>Video clips ask: “Why did you become an artist? ” </li></ul>
    • 26. The Visitor Experience
    • 27.  
    • 28. Tate Modern’s Multimedia guide , 2002/3… Casual cues shift attention from artwork to screen… and then back to artwork
    • 29. Just-in-time learning/modeling how to look UBC’s Museum of Anthropology demo 2004… Ubiquity Interactive, Vancouver
    • 30. … through use of QTVR and animations
    • 31. Augmented space: physical spaces filled with electronic and visual information … and social sharing of that information
    • 32. Question of constantly changing hardware models, not to mention form factors … and of consequent lack of technical support!
    • 33. Visionary Failures* * aka reach exceeding grasp/ techno-hubris
    • 34. GettyGuide Handheld (A Cautionary Tale) <ul><li>Works of art: image & stops </li></ul><ul><li>Events: tours & exhibitions </li></ul><ul><li>Map </li></ul><ul><li>Audio stops - keypad entry </li></ul><ul><li>Location sensing </li></ul><ul><ul><li>Download content </li></ul></ul><ul><ul><li>Wayfinding </li></ul></ul><ul><li>Integrate with kiosk & web </li></ul>
    • 35. GettyGuide Handheld : The Execution <ul><li>Five internal departments </li></ul><ul><li>Five vendors </li></ul><ul><li>Yet none had a vested interest in the complete system functioning </li></ul>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 “ There is no safety in unlimited technological hubris. ” - McGeorge Bundy
    • 36. GettyGuide Handheld: Evaluations Visitors would rather pay for a simple audio player with all artworks covered than a free but fancier handheld with only some, e.g., family audio stops. Visitors would also approve of a handheld that had all the audio content with a touchscreen keypad & 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. simple MP3 Audio Player (Antenna X-plorer) Study Result
    • 37. ArtScape @ the Peabody Essex Museum in Salem, Mass. Good idea, but an absence of further in-depth content made the return visit to the website superfluous.
    • 38. WiVID Messaging & Live Updates (prototypes)
    • 39. Multi-modal communications <ul><li><— All these plus: </li></ul><ul><li>Interactive gaming </li></ul><ul><li>Simulations </li></ul><ul><li>Tickets </li></ul><ul><li>eCommerce </li></ul><ul><li>& Concierge services !!! </li></ul>
    • 40. Chasing the tail of technology was getting museums nowhere…  (except into debt )
    • 41. Nancy Proctor’s Findings (Formerly Antenna Audio Strategic Planning in London, now at Smithsonian American Art Museum in Washington, DC) <ul><li>Wireless location-sensing’s just too problematic </li></ul><ul><li>Onboard content’s “a good thing” </li></ul><ul><li>Stabilize the platform </li></ul><ul><li>Keep it simple </li></ul><ul><li>The best technology is invisible </li></ul>
    • 42. Capability - Maturity Model <ul><li>Initial phase: “heroic” </li></ul><ul><li>Managed phase: “1-deep” </li></ul><ul><li>Defined phase: Processes in place </li></ul><ul><li>Quantitatively managed: metrics </li></ul><ul><li>Optimizing: metrics fed back into system </li></ul>Institutions’ reach was exceeding their grasp. Don’t skip the steps. Just set your sights on the step you’re at, and the next.
    • 43. Grassroots Returns & Tests
    • 44. Enter a cheap & disruptive Social Technology: the Podcast
    • 45. SFMOMA Artcasts <ul><li>A rapid response, audio zine format that blends structure and flexibility </li></ul><ul><li>A movement from the Museum out into the community , and from the community into the Museum </li></ul>Beyond an audio tour:
    • 46. A $2 admission discount at all price levels when they show their Artcast: <ul><li>Adults </li></ul><ul><li>Seniors </li></ul><ul><li>Artists </li></ul><ul><li>Teachers </li></ul><ul><li>Youth </li></ul>
    • 47. Guest Takes Pamela Z JT Leroy Beth Lisick
    • 48. Vox Pop
    • 49. disruptive Social Technology #2: The Cell phone
    • 50. Why “disruptive” ? <ul><li>They posed fundamentally new questions : </li></ul><ul><li>Should visitors bring their own devices? </li></ul><ul><li>Should Museums ask visitors to contribute their own voices and interpretations?* </li></ul>
    • 51. Matthew Barney: Drawing Restraint, 2006
    • 52. Our problem: subtract the man/film from the gallery, and… How to make the mute plastic speak?
    • 53. Traditionally, this would have been cause for a multimedia feature. … online, by the galleries, in the Koret Center.
    • 54. To this, we were adding 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>Collaborate with Antenna to develop content for all three.
    • 55. Downloadable podcast map
    • 56. Cell phone promotional card - collab w/ Guide by Cell
    • 57. In fact, we thought we were setting out to measure visitor preferences for three different types of audio tours. And we did that.
    • 58. 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
    • 59. Different devices support different touring styles : <ul><li>Cell phones averaged less than 50% stop use , indicating à la carte, on demand use. </li></ul>iPods and traditional audio tour devices averaged 70-80% stop use : a more immersive , custom experience In fact, iPod and traditional headset tour users had more in common than these users might suspect…
    • 60. 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!
    • 61. Phone logs enabled us to see patterns in where visitors wanted information most: (or perhaps where they or could find the labels!)
    • 62. In fact, GuideBy Cell now mashes up area codes and Google Maps to reveal where visitors are from:
    • 63. 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>
    • 64. So somewhere along the way, the target shifted.
    • 65. 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?
    • 66. 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.
    • 67. “Variable on-demand mediation.” –Brad Johnson, Second Story Interactive
    • 68. 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 & catalogs </li></ul>
    • 69. 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>
    • 70. Here’s what that looks like: Use of offerings by respondents:
    • 71. But on the other hand: What helped make meaning?
    • 72. But taken together, Interpretation works: Statistics Courtesy Randi Korn & Associates
    • 73. 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?
    • 74. Next Tests: Traditional audio tour vs. iPod
    • 75. When visitors were given the choice … 49% 51% Eliasson / Cornell / Wall 45% 55% Matisse 41% 59% Picasso & Brice Marden iPod Antenna XP - “Classic”(mp3) Exhibitions in 2007 (in sequence)
    • 76. Do we detect a trend?
    • 77. Fast forward to summer 2008 (right now):
    • 78. 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>
    • 79.  
    • 80.  
    • 81.  
    • 82.  
    • 83.  
    • 84.  
    • 85.  
    • 86.  
    • 87.  
    • 88. Visitor Feedback
    • 89.  
    • 90.  
    • 91.  
    • 92.  
    • 93.  
    • 94.  
    • 95. iPod-Touch and iPhone
    • 96. Using PDAs to harvest visitor feedback <ul><li>Tate SMART Tours for school groups </li></ul><ul><li>Favorites, drawing, even voice commentaries </li></ul><ul><li>Mesh with website for after-visit classroom assignments / follow-ups </li></ul>
    • 97. iPod-touch interfaces <ul><li>Tate Liverpool’s Klimt exhibition </li></ul><ul><li>Stops are a series of short enhanced podcasts mapped to the default iPhone interface </li></ul><ul><li>Meshing of linearaudio tour with selected visuals </li></ul>
    • 98. iPod-touch interfaces <ul><li>Museum of Modern Art (New York)’s MoMA udio program </li></ul><ul><li>Wi-Fi throughout the galleries </li></ul><ul><li>Download in advance or on the spot </li></ul><ul><li>Optimized for iPod-Touch & iPhone; plays on other devices as well </li></ul>
    • 99. Soon to come… an SFMOMA iPhone title: In the meantime…
    • 100. <ul><li>The beginnings of custom design using the iPhone SDK </li></ul>
    • 101. Planning Today/State of the Art
    • 102. Words of Wisdom from Chris Tellis , founder & former Chairman of Antenna Audio <ul><li>“People go to museums often to get away from technology.” </li></ul><ul><li>“The subjective is always more powerful than the objective .” </li></ul><ul><li>“Never be the early adopter…  What ’s hip is to have a program that works !” </li></ul>
    • 103. A url to remember: http://tate.org.uk/modern/multimediatour
    • 104.  
    • 105.  
    • 106.  
    • 107.  
    • 108. New Book Digital Technologies & the Museum Experience: Handheld Guides & Other Media Editors Loïc Tallon & Kevin Walker, AltaMira Press Available now through amazon or http://www.altamirapress.com
    • 109. Thank you.

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