A crowdsourced, networked, shared, mobile thing


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  • The title of this talk is deliberately open-ended. We want to explore all these things – crowdsourcing, sharing, mobile – but most of all we want a tool that meets actual user needs in a museum context. We’re keeping an open iterative approach in the project in order to: let the project be guided by users’ wishes and needs include all partners embrace the rapid development in usage of mobile platforms.
  • The three principles or dogmas are among other things based on learnings from a research visit to US museums in October 2011 Free sharing of artworks in PD, create synergies between collections Minimum custom building, use existing platform where users already come, low barrier of content production and maintenance A platform for nonhierarchical dialogue between users and museum experts
  • A crucial factor in any mobile project is take-up.
  • Participating in Loïc Tallon’s workshop ”Planning for mobile” (Copenhagen, Dec. 2011) highlighted that this could be the single most difficult challenge.
  • A brief run through the efforts that lie behind and paved the way for the current project
  • SMK has been working towards establishing free image sharing between Danish museums for a number of years The website Art Stories, launched in 2011, shows related artworks together that are physically separated by bricks and miles
  • The ambition with Art Stories has been to create synergies between collections and send users on to each other’s content The project made it clear that we needed to establish smoother and smarter sharing of digital images between Danish art museums
  • Pilot project: ”Image sharing and development of shared digital tools” 2009-11 explored the theory of sharing A collaborative effort across institutional boarders Getting people to sit down around the table and join efforts to solve common challenges SMK learned that Danish museums were waiting for the national gallery to take leadership. If we started sharing, they would follow.
  • The seminar ”Sharing is caring” in Copenhagen Nov. 2011 was an initiative to raise awareness and set an agenda about openness in the Danish cultural heritage sector
  • SMK saw our participation in the Google Art Project as an opportunity to go further and share our digitized assets not only in a public-private partnership, but with everyone. GAP is a great showcase, but also a walled garden. So SMK decided to provide free download of the high resolution images from GAP from our website
  • We applied the CC BY license to the free SMK images We realize that the artworks we share are in the Public Domain, and that it is a paradox to add a new license to them. But this license only asks users to please credit the source in order to help others find it.
  • Free download from smk.dk – easy, no login, no barriers, and a license that allows all use types, including commercial, as long as you credit the source We created a case study in the Creative Commons GLAM wiki hoping to inspire other museums in the community to follow by sharing our reflections and experiences
  • The free SMK images are also up on Flickr
  • and Pinterest
  • In 2011, 9 Danish art museums joined efforts to build a shared mobile platform. Supported by the Cultural Heritage Agency who sees the project as a model for the future of Danish museum collaboration.
  • Our developer is the Copenhagen based interaction designers Oncotype
  • We have asked Oncotype to help us design a mobile experience using Twitter as platform. This means that: All artworks have individual hashtags Comments can be maximum 140 characters All senders are named and have profiles, this creates equality It is easy to create relations to more content (links, pictures, full text, videos…)
  • Our objective for designing a mobile museum experience?
  • We want to invite and encourage users to co-create the content, but are very aware that most users are unlikely to do that So the main objectove is to design a mobile experience that is satisfying to the 90% passive users.
  • In April 2012, we did a paper test of the concept with a group of test users
  • Feedback from test users
  • Users responded that the short comments made them look closer ad longer at the artworks. They felt encouraged and inspired to know more. The comments worked as a lens/a pair of glasses they could look through. Positive response to selecting artworks that are less well known – an eye opener. The concept managed to make users look up at the art instead of down at a screen. The comments they especially liked were: Comments pointing to related works in other collections or in the same museum Info about the artwork or artist Open-ended questions that aroused reflection and wonder Surprising comments
  • Users did feel encouraged to contribute, especially with two kinds of comments: Posting a question directly to art experts that would reply via Twitter Posting links to related artworks that came to the users’ mind while looking at a specific artwork The shortness of Twitter comments (140c) was a key factor for the users to feel like actually cntributing because it is a manageable task
  • Users were positively surprised that the dialogue is ahierarchical and breaks with the authoritarian museum voice. They like the respectfulness in the concept that everyone can comment and while all users are named and have a profile, it is up to the individual user to choose which voices are interesting. This, however, could also be a disadvantage. Test users expressed concern that the experience is like a fortune cookie – you don’t know if you’re going to like what you get. They want to be able to filter the content or else they will get overload with comments that are indifferent to them and will want to turn off the ”noise”.
  • Another challenge is that – at least in Denmark – studies document that visiting museums is a social event. People go there with friends or faily to have a shared experience, and to talk with each other about the art – not to have individual closed off experiences. Test users asked us to consider how the concept could be turned into a shared experience to support the social event of a museum visit. Suggestions to develop the concept as a game where users can challenge each other with small fun tasks.
  • The 1% rule thinking behind the concept seems to work: Users are stimulated to look closer They feel like contributing But they still have doubts that they will actually use the tool during a museum visit
  • Further user involvement and proof of concept We realize that we are far from done, but: Think Big, Start Small, Move Fast Not sure we have the right concept yet – do not want a platform that won’t be used
  • New York has its Museum Mile , Berlin its Museumsinsel , Vienna its Museumsquartier . Soon Copenhagen will have the Parkmuseums . This collaboration is planning a shared mobile platform, and we have suggested to team up and join efforts.
  • Please share your best practice ideas
  • Input from the crowd at MACBA Auditorium, May 24, 2012 I have added Twitter names to the inputs where I know the person who made the comment. If your name should be added, please let me know!
  • International scope - Twitter is multilingual If you have the content, we have the platform! Share your Public Domain content freely to support the networked creative society!
  • A crowdsourced, networked, shared, mobile thing

    1. 1. Merete Sanderhoff Project researcher merete.sanderhoff@smk.dk @MSanderhoff www.slideshare.net/MereteSanderhoffA crowdsourced networked shared mobile thing
    2. 2. 3 principles1. All Public Domain content is freelyshareable and reusable under CreativeCommons2. We use an existing digital platform3. Target users take part in developing andcreating the experience
    3. 3. http://www.museums-mobile.org/survey-2011/
    4. 4. http://www.museums-mobile.org/survey-2011/
    5. 5. Paving the wayfor sharing content
    6. 6. http://www.smk.dk/en/explore-the-art/art-stories/stories/vis/artists-wives/
    7. 7. Synergies betweencollections
    8. 8. Joining efforts to solvecommon challenges
    9. 9. http://www.dkmuseer.dk/tidligerearrangementer/1186.html
    10. 10. Settinga national agenda http://www.dkmuseer.dk/tidligerearrangementer/1186.html
    11. 11. http://www.googleartproject.com/collection/statens-museum-for-kunst/
    12. 12. Taking leadershiphttp://www.googleartproject.com/collection/statens-museum-for-kunst/
    13. 13. http://creativecommons.org/licenses/by/3.0/
    14. 14. http://www.smk.dk/en/explore-the-art/the-royal-collections/free-download-of-art-works/
    15. 15. http://www.flickr.com/photos/51443772@N06/sets/72157629482773770/
    16. 16. http://pinterest.com/statensmuseum/pins/
    17. 17. Gettingpractical
    18. 18. http://www.oncotype.dk/
    19. 19. • Artworks have individual #• Comments are <140c• All users are equal• Contributors have names and faces• Comments lead to richer content
    20. 20. Inspire users to look closerat the artworks
    21. 21. User experience• Inviting users to interact and contribute• Expecting majority of passive users• Designing the UX to prompt a deeper look
    22. 22. Testing the concept
    23. 23. Paper prototyping
    24. 24. A simple way of collectinguser feedback
    25. 25. Follow up survey
    26. 26. UX discussion
    27. 27. What we learned
    28. 28. To sum up• Concept works• Good comments are key• Users want to contribute…• …but will they take it up?
    29. 29. What’s next?
    30. 30. • Design and development of shared platform (beta)• Beta user testing at contributing museums• Launch, tests, adjustments• Secure take-up!
    31. 31. New partners?The park museums in Copenhagen
    32. 32. • A small crowdsourcing experiment• Just 3 minutes…• You are the crowd
    33. 33. How do we secure take-up?
    34. 34. Input from the crowd• Define target users and research what their needs are, and tailor the experience to those (@NancyProctor)• Talk to the educators at the participating museums to learn what kind of tools the museum visitors actually need during a visit• Invite users to be ambassadors for the project – ask them to formulate to their friends what this mobile experience gives• Print or project the comments that most users found valuable next to the artworks in galleries• What is it that rewards people most in tweeting and how can you support that? (@sannahirvonen)• Be inspired by FourSquare to develop a gamification layer with rewards to active users• Collaborate with schools and get the kids engaged – they will spread it to their families and friends• Consider if take-up in quantitative measures is really the central issue – maybe dedicated users will leave if the concept is broadened to much to meet larger audiences (@5easypieces)• Learn from the Atlanta app ARTCLIX that has a similar interaction design http://itunes.apple.com/us/app/artclix/id455839525?mt=8 (Albert Sierra)
    35. 35. Thank you all forsuper valuable input!
    36. 36. Merete Sanderhoff Project researcher merete.sanderhoff@smk.dk @MSanderhoff www.slideshare.net/MereteSanderhoffWanna join?