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‘ eco-system v system’  developing holistic strategies for mobile interpretation eco-systems elena lagoudi museum knowledg...
  case study: The National Gallery, London
THE NATIONAL GALLERY <ul><li>The National Gallery, London, houses one of the greatest collections of Western European pain...
THE  NATIONAL  GALLERY  EXPERIENCE BELIEF  HONOUR  FAITH  REASON  HISTORY  DESIRE  PAIN  GENIUS  RELIGION TRUTH  TORMENT  ...
4  Tonal Values   to help shape our creative approach  ELEGANT  EMINENT  INSPIRING  INCLUSIVE
Emphasis on the permanent collection Campaign in London
DESIGN AND COMMUNCATIOS FOR EXAMPLE: Design, advertising and promotions Gallery services Publishing Merchandise
 
Brand is consistent across all channels But what does it mean for mobile experiences in the gallery?
Here is how the Tonal Values   help.. ELEGANT- great voices, music and production, well designed accompanying print EMINEN...
Mobile interpretation in the gallery a. figures <ul><li>13 +  years of collaboration with Antenna Audio </li></ul><ul><li>...
Mobile interpretation in the gallery b. offer <ul><li>3 exhibition guides a year </li></ul><ul><li>1 hour tour in 11 langu...
Mobile interpretation in the gallery c. content  <ul><li>SKIM-1 hour tour, Sounds of the gallery </li></ul><ul><li>SWIM- M...
 
 
Interpretation strategy <ul><li>Width   11  languages </li></ul><ul><li>Depth   skim-swim-dive content </li></ul><ul><li>A...
Production cycle= 2 to 3 months <ul><li>Interpretation planning + assessing priorities </li></ul><ul><li>Creative treatmen...
Interpretation toolbox <ul><li>Speech-type interview  ( curator/director) </li></ul><ul><li>Interview + Soundbite  </li></...
What worked well? <ul><li>Excellent production values </li></ul><ul><li>Interpretational synergy </li></ul><ul><li>Smart b...
But there were also risks and limitations.. <ul><li>User generated content v. authority voice of museum </li></ul><ul><li>...
New developments= Internet’s pirate radio?
iPod + broadcasting=  podcasting
The first podcast.. May 2005 Marymount Manhattan College “ The platform is already out there, in our bags, our coat pocket...
Creators’ website Subscribers’ mobile device
2006  to now Monthly magazine 15  mins  3  ‘articles’
Distribution via iTunes
A presenter gives a broadcasting flavor Interviews with specialists give authenticity and sense of ‘now’
Enhanced audio podcast=   audio interviews and a   slide-show of images
Considerations Format, tone, feel, audience Voice, sonic signature, indent, brand, metadata Marketing, distribution Conten...
After listening to it, how likely or unlikely they are to visit the gallery:
What we learned using the new platform: <ul><li>It is an ‘everywhere’ experience </li></ul><ul><li>It has a radio ‘feel’ <...
Some user comments I've enjoyed my visits using the podcasts. Thank you for that.  I wish you could issue your podcast in ...
June  2007
 
CLICK TO ADD TITLE podcast-trail
mobile phone tour
Be Inspired and Grand Tour podcasts and the monthly Podcast Split in shorter podcast-trails
What we learned using the new platform: <ul><li>It was an experience on the street, in front of an artwork </li></ul><ul><...
New developments June 29, 2007= Apple launches the iPhone July 10, 2008= App store launches By 2009=10,000 apps in App Sto...
LOVE ART app for iPhone and iTouch-Pentimento Love Art app for iPhones- May 2009
Recycling content+experimentation+platform specific design
Insert image caption here Ingredients Zoom feature Galleries= images brand  elements Transcriptions project Artstart  inte...
Creative treatment  <ul><li>Playfulness </li></ul><ul><li>Exploration </li></ul><ul><li>Creativity </li></ul><ul><li>Tacti...
Press loved it It was downloaded  400,000+ φορές  Innovation - 1 η   in the world Conclusion= the experiment worked!
But technology keeps on developing. What are we doing now? What are we doing tomorrow?
Idea  1 Interacting with visitor experience. Suggesting content and trajectories using:
Ι dea  2 Experimentation Adjusting Telling stories <ul><li>Smaller experimental projects </li></ul><ul><li>Cultivating and...
New skills need to be developed in digital museography <ul><li>Script writing & editing skills </li></ul><ul><li>Creative ...
‘ eco-system v system’  developing holistic strategies for mobile interpretation eco-systems elena lagoudi museum knowledg...
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A mobile ecosystem for museums

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A presentation given at the 1st Skill Sharing Workshop of the Network (Communnity of museum professionals who work with technology) in Athens. It summarizes the mobile strategy of the National Gallery between 2004 and 2010 when I was Head of Information.

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A mobile ecosystem for museums

  1. 1. ‘ eco-system v system’ developing holistic strategies for mobile interpretation eco-systems elena lagoudi museum knowledge workers network: 1st skill sharing workshop for strategy and mobile experience design 30 november 2011 @Benaki Museum, Greece
  2. 2. case study: The National Gallery, London
  3. 3. THE NATIONAL GALLERY <ul><li>The National Gallery, London, houses one of the greatest collections of Western European painting in the world, from the 13 th to the 20 th century. </li></ul>
  4. 4. THE NATIONAL GALLERY EXPERIENCE BELIEF HONOUR FAITH REASON HISTORY DESIRE PAIN GENIUS RELIGION TRUTH TORMENT LOVE DESTRUCTION ABSOLUTION HEAVEN HELL DREAMS LUST SORROW JOY WAR ECSTASY FURY EVIL INNOCENCE MADNESS DESPAIR DEVOTION TRUST PURITY CRUELTY PRIDE DESPAIR BLOOD FAMILY POWER VANITY SPIRIT HEART FLESH GLORY BENEDICTION VISION NATURE SEX BETRAYAL VALEDICTION SOUL ETERNITY DAMNATION REDEMPTION LIFE DEATH PASSION BEAUTY Brand=not just a gallery of pictures, a gallery of the mind and a gallery of life
  5. 5. 4 Tonal Values to help shape our creative approach ELEGANT EMINENT INSPIRING INCLUSIVE
  6. 6. Emphasis on the permanent collection Campaign in London
  7. 7. DESIGN AND COMMUNCATIOS FOR EXAMPLE: Design, advertising and promotions Gallery services Publishing Merchandise
  8. 9. Brand is consistent across all channels But what does it mean for mobile experiences in the gallery?
  9. 10. Here is how the Tonal Values help.. ELEGANT- great voices, music and production, well designed accompanying print EMINENT- curatorial input, educational input INSPIRING- thought leaders interviews, innovative creative treatments for tours, varied interpretative approaches INCLUSIVE- many languages, user-friendly players, good visitor service, varied family offer, pre-production user-testing
  10. 11. Mobile interpretation in the gallery a. figures <ul><li>13 + years of collaboration with Antenna Audio </li></ul><ul><li>2 sales points in museum+ 1 exhibition sales point </li></ul><ul><li>4.5 million visitors a year </li></ul><ul><li>250-300k visitors using guides a year </li></ul>
  11. 12. Mobile interpretation in the gallery b. offer <ul><li>3 exhibition guides a year </li></ul><ul><li>1 hour tour in 11 languages </li></ul><ul><li>7 adult tours </li></ul><ul><li>3 children tours </li></ul>
  12. 13. Mobile interpretation in the gallery c. content <ul><li>SKIM-1 hour tour, Sounds of the gallery </li></ul><ul><li>SWIM- Manet to Picasso, Be Inspired </li></ul><ul><li>DIVE- Life of Christ, Art in the Making, the Collection Tour (Random Access) </li></ul><ul><li>2 children tours (Art Detectives, A Right Royal Tour)+ 1 family interactive learning tour (Teach Your Grown Ups About Art) </li></ul>
  13. 16. Interpretation strategy <ul><li>Width 11 languages </li></ul><ul><li>Depth skim-swim-dive content </li></ul><ul><li>Age groups 7 adult, 2 children , 1 families </li></ul><ul><li>Interpretational focus engaging with all parts of the collection, but using the ‘highlights’ as a quick art-history overview concept </li></ul><ul><li>Methodology question mapping at sales+info points > participatory design > evaluation > researching audience needs </li></ul>
  14. 17. Production cycle= 2 to 3 months <ul><li>Interpretation planning + assessing priorities </li></ul><ul><li>Creative treatment+ production schedule </li></ul><ul><li>Project team=Curator+creative manager+script writer+educator+production manager+designer </li></ul><ul><li>Script>recording>sound effects </li></ul><ul><li>Uploading mp3 players/PDAs+user testing </li></ul><ul><li>Designing accompanying print with gallery map </li></ul><ul><li>Launch and promote: podcast, poster , leaflet, website </li></ul>
  15. 18. Interpretation toolbox <ul><li>Speech-type interview ( curator/director) </li></ul><ul><li>Interview + Soundbite </li></ul><ul><li>Narrated Soundbite </li></ul><ul><li>Soundtrack-narrative </li></ul><ul><li>Dialogue ( smarthistory.org ‘socratic’ technique) </li></ul><ul><li>Soundscape, stand-alone or integrated </li></ul><ul><li>Music </li></ul><ul><li>Sound effects </li></ul><ul><li>Vox pops </li></ul><ul><li>Poetry, narrated </li></ul><ul><li>Dramatised prose, ie letters, diaries, interview snippets </li></ul><ul><li>Questions to user /call to action </li></ul>
  16. 19. What worked well? <ul><li>Excellent production values </li></ul><ul><li>Interpretational synergy </li></ul><ul><li>Smart business plan </li></ul><ul><li>Innovation, research and development </li></ul><ul><li>Creation of a brand and an identity </li></ul><ul><li>Development of an integrated eco-system of mobile content </li></ul><ul><li>Fruitful collaboration </li></ul>
  17. 20. But there were also risks and limitations.. <ul><li>User generated content v. authority voice of museum </li></ul><ul><li>BYOD trend ( BringYourOwnDevice) </li></ul><ul><li>Highlights concept=paternalistic? </li></ul><ul><li>Trends for randomisation+togetherness vs herding+alone </li></ul>
  18. 21. New developments= Internet’s pirate radio?
  19. 22. iPod + broadcasting= podcasting
  20. 23. The first podcast.. May 2005 Marymount Manhattan College “ The platform is already out there, in our bags, our coat pockets, on our belts … we have a seamless system for delivering any sort of homemade audio content we want. In a sentence, we are democratizing the experience of touring an art museum” (Gilbert, 2005)
  21. 24. Creators’ website Subscribers’ mobile device
  22. 25. 2006 to now Monthly magazine 15 mins 3 ‘articles’
  23. 26. Distribution via iTunes
  24. 27. A presenter gives a broadcasting flavor Interviews with specialists give authenticity and sense of ‘now’
  25. 28. Enhanced audio podcast= audio interviews and a slide-show of images
  26. 29. Considerations Format, tone, feel, audience Voice, sonic signature, indent, brand, metadata Marketing, distribution Content planning process, sign off process Photography, copyright, shelf life Hosting, production sharing
  27. 30. After listening to it, how likely or unlikely they are to visit the gallery:
  28. 31. What we learned using the new platform: <ul><li>It is an ‘everywhere’ experience </li></ul><ul><li>It has a radio ‘feel’ </li></ul><ul><li>It offers ephemeral content </li></ul><ul><li>Production is fast and furious </li></ul><ul><li>It needs promoting on the web </li></ul><ul><li>Subscribers means expectations, means relationships </li></ul><ul><li>It made the gallery think like a broadcaster </li></ul>
  29. 32. Some user comments I've enjoyed my visits using the podcasts. Thank you for that. I wish you could issue your podcast in Portuguese so my family and friends that do not understand English could also enjoy it. I live abroad and always listen as I am so far away from my favourite gallery and feel in touch through this podcast It's a well structured podcast which I find interesting . BLUETOOTH You should make these available in the gallery by bluetooth even better if each picture had an audio guide available by bluetooth AT/IN FRONT of the picture - anyone with a mobile phone could get it. YES I know this would cost BUT you don't have to do it for every picture - the highlights say .It is good to see the NG keeping up with information technology by using podcasts. They are thoroughly lovely in every way! The National Gallery Podcast really is an excellent service and has become a highlight of each new month. Whilst being in Australia obviously limits the frequency with which I can travel to the Gallery; the podcast allows me a thoroughly enjoyable and educational visit. Its great and informative
  30. 33. June 2007
  31. 35. CLICK TO ADD TITLE podcast-trail
  32. 36. mobile phone tour
  33. 37. Be Inspired and Grand Tour podcasts and the monthly Podcast Split in shorter podcast-trails
  34. 38. What we learned using the new platform: <ul><li>It was an experience on the street, in front of an artwork </li></ul><ul><li>Or a trail and a group activity </li></ul><ul><li>It had the energy of an exhibition, but the stories are stand-alone experiences </li></ul><ul><li>Production was simple, the phone company logistics were not </li></ul><ul><li>It was promoted mainly via word of mouth </li></ul>
  35. 39. New developments June 29, 2007= Apple launches the iPhone July 10, 2008= App store launches By 2009=10,000 apps in App Store , but no museum apps yet September 2008-May 2009= experimental development of 1 st museum app in the world
  36. 40. LOVE ART app for iPhone and iTouch-Pentimento Love Art app for iPhones- May 2009
  37. 41. Recycling content+experimentation+platform specific design
  38. 42. Insert image caption here Ingredients Zoom feature Galleries= images brand elements Transcriptions project Artstart interactive kiosks New 5% the grand tour be inspired audio tour App content
  39. 43. Creative treatment <ul><li>Playfulness </li></ul><ul><li>Exploration </li></ul><ul><li>Creativity </li></ul><ul><li>Tactile </li></ul><ul><li>Ζ oom feature </li></ul><ul><li>Voice that speaks the brand </li></ul><ul><li>Not a rigidly didactic experience </li></ul><ul><li>Authoritative voices v authoritarian </li></ul><ul><li>Gallery of the mind </li></ul>
  40. 44. Press loved it It was downloaded 400,000+ φορές Innovation - 1 η in the world Conclusion= the experiment worked!
  41. 45. But technology keeps on developing. What are we doing now? What are we doing tomorrow?
  42. 46. Idea 1 Interacting with visitor experience. Suggesting content and trajectories using:
  43. 47. Ι dea 2 Experimentation Adjusting Telling stories <ul><li>Smaller experimental projects </li></ul><ul><li>Cultivating and researching communities of interest </li></ul><ul><li>Platform specific experience design </li></ul><ul><li>Surfing on other’s boards </li></ul><ul><li>Telling compelling transmedia stories </li></ul><ul><li>Polyphonic, no monophonic </li></ul>
  44. 48. New skills need to be developed in digital museography <ul><li>Script writing & editing skills </li></ul><ul><li>Creative planning techniques </li></ul><ul><li>Be a user yourself </li></ul><ul><li>In-museum advocacy and improving decision-makers’ digital literacy </li></ul><ul><li>Developing your in-house skills, talent sourcing </li></ul><ul><li>Media production training </li></ul>
  45. 49. ‘ eco-system v system’ developing holistic strategies for mobile interpretation eco-systems elena lagoudi museum knowledge workers network: 1st skill sharing workshop for strategy and mobile experience design 30 November 2011 @Benaki Museum, Greece

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