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Listening to Visitors - Research Findings on Mobile Content

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What kind of mobile content is most engaging for museum visitors? And what impact does it have? There is surprisingly little research data on this question. This is a presentation that looks into both of these questions and provides principles for designing audioguide content that really works for visitors. Conference paper available here: http://mw2014.museumsandtheweb.com/paper/listening-to-visitors-research-findings-on-mobile-content/

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Listening to Visitors - Research Findings on Mobile Content

  1. 1. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGWCreated for: Presented by: Date issued: Museums and the Web 2014 Lindsey Green + Laura Mann 3rd April 2014
  2. 2. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Listening to Visitors: Research Findings on Mobile Content
  3. 3. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW http://www.reasonsmysoniscrying.com/
  4. 4. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
  5. 5. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
  6. 6. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW hard working content = valuable content
  7. 7. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW hard working content = valuable content = low cost + large audience
  8. 8. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Difficult to transfer to multiple platforms
  9. 9. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Film/TV Hat tip to: Dale Herigsgard
  10. 10. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Film/TV Audioguide
  11. 11. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW hard working content = valuable content = low cost + large audience
  12. 12. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW hard working content = valuable content = big impact on engagement and understanding
  13. 13. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
  14. 14. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW 40 hours of content Some designed some not designed
  15. 15. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Value of the guide to the visitor experience?
  16. 16. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW 1.Do audioguides work? 2.What are the design principles that makes great content for visitors?
  17. 17. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Methodology 1.Recruitment before visit 2.Representative styles of content 3.Structured notes in front of the works 4.Follow up interview
  18. 18. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW 1.Do audioguides work? 2.What are the design principles that makes great content for visitors?
  19. 19. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW It tells you things you don't see at first sight Impact: Visitors Report Overwhelmingly Positive Effects On Their Experience I know what to look for now I stayed much longer than expected and discovered new works Q. Based on your experience today, has the Audio Guide led you to...
  20. 20. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Queen Charlotte was not overall favourite but the way it pointed to detail made you follow in a way you wouldn’t normally and you might notice that kind of detail next time. Gives me confidence that what I see isn’t that far off and I feel ok about what I appreciate. Would help me go and look at others. Applied knowledge Increase skills Increase looking Increase confidence Conversations tended to bring in something from the 'outside': that 'extra' makes you stay and look longer.
  21. 21. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Visitors enjoy listening to audio in front of objects Biggest experience today was surprise at how good it was. Really felt I learned something. (I have just finished an art history degree!) Even when they really don’t expect it
  22. 22. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
  23. 23. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW 1.Do audioguides work? 2.What are the principles that makes great content for visitors?
  24. 24. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Visitors appreciate quality
  25. 25. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Some content design principles from the visitors
  26. 26. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Principle #1 Information is important but meaning is more important https://flic.kr/p/4TnCFZ
  27. 27. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Liked the fact that Higgins was giving another angle on Constable. That was interesting. Was happy not to hear lots of facts - interesting insight was enough. Assumption is that guides are 'basic knowledge' for people who don't have a background in art'. So this experience was a nice surprise. It drew attention to new details. Helps you as a lay person see it through expert eyes and they pick out what they think is important. Principle #1 Information is important but meaning is more important
  28. 28. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Principle #2 Choose a style of content that matches your resources and skills https://flic.kr/p/cqrgTu
  29. 29. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Principle #2 Choose a style of content that matches your resources and skills All the contextual/curatorial information can produce overload. There are other ways in the gallery that that can be delivered. Learning Director was very interesting. Sounds like they are very knowledgeable and relaxed in how they deliver it.
  30. 30. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Principle #3 Respect that this is an intimate personal experience
  31. 31. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Couple of narrators were very old fashioned - more formal tones make you switch off Totally held by the commentary. Disagreed with the interpretation and that was a bit distracting, but great story - hideous person! Relish in the voice and passion of narrator really came through Annoyed that Alison Watts wasn't introduced properly - understanding who she was would have completely changed my appreciation. Principle #3 Respect that this is an intimate personal experience
  32. 32. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Principle #4 Make the time in front of the object count
  33. 33. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW A little background is fine but it shouldn't dominate. A lot was rather old fashioned - too detailed description that doesn't add value. I can see it anyway - prefer story or something that adds to the experience rather than describe. Prefer punchy short. All the contextual/curatorial information can produce overload. There are other ways in the gallery that that can be delivered. Principle #4 Make the time in front of the object count
  34. 34. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Principle #5 Connect the experience with the space
  35. 35. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Frustrated by details pointed out by restorer that weren't visible. Need reassurance that you're listening to the right thing Principle #5 Connect the experience with the space
  36. 36. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Audioguide Content Design Principles 1.Information is important but meaning is more important 2.Choose a style of content that matches your resources and skills 3.Respect that this is an intimate personal experience 4.Make the time in front of the object count 5.Connect the experience with the space
  37. 37. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW hard working content = valuable content = big impact on engagement and understanding To answer this…
  38. 38. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW hard working content = valuable content = low cost + large audience But more importantly this
  39. 39. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW I want to go at my own pace Compromise on Principle #3 Make time in front of the object count Barrier to use Solution Experience
  40. 40. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Barrier to use Solution Experience
  41. 41. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW I don’t have my headphones with me Reduction in amount of looking Barrier to use Solution Experience
  42. 42. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Would you like an audioguide? We have an iPod Touch tour! Download the app!
  43. 43. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Be surprised by what you can see Let us take you on a journey around our collection so you don’t miss a thing! Feel what it’s like to be inside the paintings
  44. 44. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW Our Take Aways •Use audioguides for what they deliver well •Focus on delivering meaning over information •Understand what makes your content valuable to the experience of the visitor •Start mobile and stay mobile - in how you think and produce content
  45. 45. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW e: laura@franklygreenwebb.com lindsey@franklygreenweeb.com t: @FranklyGW @lhmann @lindseygreen Images thanks to Flickr Commons: The hidden treasures of the Worlds Public Archives http://www.flickr.com/commons
  46. 46. Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW If you’re wanting help thinking more about this and the other opportunities and challenges around digital interpretation – get in touch. Our work is a mixture of: •Design research for helping understand how audiences use digital technologies in the cultural heritage sector •Strategic planning and concept development - for funding applications such as heritage lottery funding •Implementation i.e getting in up to our elbows in order to help these types of projects get up and running. Find out more at: http://www.franklygreenwebb.com

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