Study session about the Household Cavalry Museum's interactive multimedia guides by imagineear's Clare Cooper-Hammond and Andrew Nugée for Museum ID study day, 1st May 2014.
2. This morning
Thank you for the early start !
The multimedia guide at The Household Cavalry Museum
Big Data
Product roadmap
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3. The original brief
3 to 6 month project development timeline
Audio guide project
Translation into four languages (French, German, Spanish
and Italian)
Limited budget
Telling the story of the Regiment, past and present
Help raise awareness of the Museum, generate footfall
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4. The opportunity
Multi-strand content development project
Rich, deep and long Regimental history
First person accounts of living soldiers, oral history
Ceremonial v Operational activities
Blended audience, tourist, military historians, ceremonial
interest, members of the Regiment
Strong PR story, London’s Hidden Gem
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5. The approach
Multimedia v audio?
Orientation? (physically and chronologically)
Duration?
Sources and media types?
Project delivery process… 3 drafts of a script?
Evaluation process? Whose view?
Iteration
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6. The tour – branding, choices
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7. The tour - orientation
Broadly chronological
Self orientation, with a
sequence
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8. The tour- visual recognition
Based on existing
displays
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9. The tour
Wide range of media
sources
Output
• Music
• Interviews
• Narration
• Video
• Stills
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11. The tour
First person
accounts, straight
from the horse’s
mouth…
Powerful memories
- captured.
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12. PR Results
Targeted 33 journos
Trade, lifestyle,
consumer, regional
Articles – 7, Twitter – 6
Trade and consumer
Specialist audience
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13. Outcomes
The multimedia tour – well, two tours!
Translations
Oral History archive – 15 hours of first person
interviews, all transcribed
PR and awareness campaign
Evaluation of audience
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14. Learnings
Agile, flexible project management
Dual purpose asset development
Holistic process and integrated
activity
Make the pennies go further
Don’t limit the ambition
Evaluate! Iterate!
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17. Big Data
“Data is vital for … the construction of insight-rich business plans, the
changing of organisational cultures to become more visitor focussed
and, crucially, … to ensure that continual improvement … delivering a
great visitor experience becomes [the] norm.” Museums & Heritage Magazine Spring 2014
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24. Big Data
Turning data into
insight: using the
analysis to explain
behaviour and
improve the tour
over time
25. Data collection
Passive data
• What language
• How long
• What stops
• What order
Automatically collected in
the background
Pro-active data
• Why
• What do you think
• Who are you
Questionnaire based
26. Behind the scenes
Hardware
• Player records all key-strokes / screen-taps with a time stamp
• mediaPacker™, MPtouch™, MPinteractive™
• Android OS
Software suite
• Record: tourBuilder™
• Download: Reptor™
• Analyse and present: ArtTool™