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Mapping Digital Pathways to Enhance Visitor Experience (Digital Humanities at Oxford Summer School)
- 1. “Mapping Digital Pathways to Enhance Visitor Experience" Anjanesh Babu, Networks Manager, Ashmolean Museum, University of Oxford Jessica Suess, Partnership Officer, Oxford University Museums, University of Oxford Digital Humanities at Oxford Summer School 21 July 2015
- 2. About us
- 3. What is our challenge? • Fast increasing visitor numbers • Income generation • Adapt to the changing baheviour
- 5. Click to add cookies
- 7. “To improve our customer service we monitor the use of cookies to help show us how this website is used by its customers. No personal data is stored at any time.” mobile phones centre
- 8. How about inside ?
- 10. Why ?
- 13. What can we use ?
- 16. How can we apply this in the museums • Learn about how people move around the physical space and improve access • Test different methods of wayfinding for effectiveness • Test impact of display spaces • Push content to people based on their location
- 17. The strides for in gallery content
- 18. Type and hear
- 20. Hi - It seems like you are near the Bees. Would you like to look at further information about this ? • Yeah ! Bring it on. • Not today. Don’t show this again
- 22. Thank You & Questions
Editor's Notes
- Four Museums 2 Million Annual visitors through the doors excluding events
- In a minute I am going to talk about what we do with this, both in terms of enhancing the physical space in terms of signage and wayfinding, and in delivering content to visitors, but first I want to touch on why this is important. First, our visitor figures have more than doubled in the last 10 years, from around a million a year across the four museums to 2.25 million last year. Our spaces (except the Ashmolean) have not changed that much, so we have to use them better to have a pleasant visitor experience. Also, while we get significant visitor numbers, all of our museums are open free to the public, so we do need to focus on our commercial offer, pushing people towards our cafes shops and paid for exhibitions, to raise the money we need to maintain our service. These insights are very useful for us. Currently we have no way of knowing how many of the visitors who make their way through the Ashmolean’s front door (where they are counted) make their way to the shop, so we don’t know the conversion rate once they make it in to the shop, and we don’t know how many visitors never find their way their at all. Also, today there is a changing tide in how people want to engage with our museums. Increasingly people carry smartphones and use them in everything they do, to pull up a map to help then navigate, to google something interesting they come across and want to know more about, to order a ticket for something they see advertised. The urge to behave in this way does not end at the front door of the museum, and therefore to meet user expectations we need to ensure that these are thing that people can do. We need to provide Wi-Fi – an expected service – we need to offer floor plans, we need to enable people to order tickets, and while visitors are free to google information about the collections, we want to make sure they get the best possible information and that it is as easy to find as possible so that it enhances their experience and understanding.
- Demo of wireshark This is what is seen on the network
- How did we target ? Navigate to a page Get cookies Deliver pages based on cookies Analyse
- http://www.theguardian.com/business/2012/jan/04/shopping-centre-tracking-system-condemned The leap
- What is relevant ? When is it relevant ? Learn and deliver more On websites it is easy to analyze How do you understand what visitors are looking in the real world
- déjà vu from Store Front to Museums
- Universal ambient radio Noise is good Magnetism (true and ambient) Hey we still need ibeacons Light – Mention Skyscanner Sound – graph Temperature /Weather
- We are the cookies
- https://www.ncta.com/platform/broadband-internet/how-google-tracks-traffic/ Like ‘mandatory I am cookie disclaimer’ We are the droids. Androids already analyse traffic data
- The primary way that museums and other cultural organisations are using visitor tracking is to push visitors additional content based on their context – context being their location. Museums have been doing this for years with audio guides, allowing visitors to pull up relevant content for objects in the vicinity, indicating their availability and how access it using a simple number system. This is what museums are doing today but in a more sophisticated manner, either using QR codes or image recognition to trigger the content, or using iBeacons to detect that you are in the vicinity of content and push this to you. This is not really a challenge, the challenge for museums and cultural organisation is to come up with appropriate content. It is very different to the digital content we offer on our websites which assumes that the viewer does not have access to the collection or the information on display about it. Here the user is standing in front of the object and collection and we need to offer them something that enhances their engagement with the physical, does not repeat the information of display. Also, what we do has to increase engagement with the object – it is no use offering a video that the user watches on their phone, we don’t want them to engage them with the device, we want to engage them with the object. We are working on a research project on this at the moment, specifically looking at how we can use the mobile device to get the person to engage with the object. We are taking the Museum of the History of Science as our case study, where the objects on display are scientific instruments, which seem a bit sad when they are locked up behind glass unable to do their thing, and as a consequence loses some of their impact. For many years we have been developing animations of these instruments in action, but watching these is still a ‘heads down’ activity that engages with the phone rather than the object, and while the videos enhance your understanding of the physical object in front of you, they also work out of physical context. We will still be providing these, but we are moving to the next level, giving people the opportunity to engage with the object through their device. For example: Resonate measurers, would blow into them and see if it vibrates at the right sound. Do this with your phone, blowing into it to test the key. Sextant, using your phone like the sextant to align and measure distance. Using your phone to imitate the Camera Obscura
- Punch a number Listen Open an App Punch a number listen Open an App Scan a code Listen Open an app Touch a tag Listen
- Family tree From Apple Siri Ok Googling MS Cortana We go back in time and there was ….