NProctor: Mobile Interpretation Clinic at MCN 2010


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Slides for the Mobile Interpretation Clinic given 27 October 2010 at the MCN 2010 Conference in Austin, TX by Nancy Proctor.

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NProctor: Mobile Interpretation Clinic at MCN 2010

  1. 1. October 27, 20101/65Nancy Proctor, From Headphones to Microphones Visitor-led mobile experience design for museums Nancy Proctor, Smithsonian Institution MCN Austin, 27 October 2010
  2. 2. October 27, 20102/65Nancy Proctor, Housekeeping Questions & comments: @nancyproctor Hashtags: #mtogo #mcn2010
  3. 3. October 27, 20103/65Nancy Proctor, A Mobile Wake-up Call Halsey Burgund’s Scapes deCordova Sculpture Park & Museum Lincoln, MA – until Nov 14
  4. 4. October 27, 20104/65Nancy Proctor, 1. 8:00-8:30 Introductions & setting the agenda Some suggestions: • Why mobile? Making the case & responding to objections • Mobile strategy • Infrastructure • Mobile business models • Theory: audience-led mobile content & experience design • Practice: key messages, audiences & their questions • Evaluating mobile apps • IPad: what is the potential for museums • Wayfinding and Orientation • Augmented reality • Connecting the virtual and the real Agenda for Today:
  5. 5. October 27, 20105/65Nancy Proctor, Why mobile?
  6. 6. October 27, 20106/65Nancy Proctor, Opening our eyes 6
  7. 7. October 27, 20107/65Nancy Proctor, Interpretation is as essential to the Museum as cutlery is to a banquet 7
  8. 8. October 27, 20108/65Nancy Proctor, 8  Some visitors may bring their own,  Some may eat only the finger food,  Some may choose another restaurant,  Many will go away hungry, If the Museum doesn’t provide it: feeling uninvited and unwelcome.
  9. 9. October 27, 20109/65Nancy Proctor, VelcroTeflon
  10. 10. October 27, 201010/65Nancy Proctor, Tate Modern’s Principles of Interpretation 1. Interpretation is at the heart of the gallery’s mission. 2. Works of art do not have self-evident meanings. 3. Works of art have a capacity for multiple readings; interpretation should make visitors aware of the subjectivity of any interpretive text. 4. Interpretation embraces a willingness to experiment with new ideas. 5. We recognise the validity of diverse audience responses to works of art. 6. Interpretation should incorporate a wide spectrum of voices and opinions from inside and outside the institution. 7. Visitors are encouraged to link unfamiliar artworks with their everyday experience.
  11. 11. October 27, 201011/65Nancy Proctor, In the Museum as Distributed Network… 11
  12. 12. October 27, 201012/65Nancy Proctor, …at least half of the Museum’s platforms are already mobile. 12
  13. 13. October 27, 201013/65Nancy Proctor, So if we want to meet our audiences where they are And take them some place new…
  14. 14. October 27, 201014/65Nancy Proctor, Mobile is a great vehicle 14
  15. 15. October 27, 201015/65Nancy Proctor, 51% 53% 73% 79% 93% 2010 Mobile Tour evaluation…. (Top box %) Made visit much more enjoyable… Strongly recommend… Very satisfied… Very easy to use… Q. Guide Ratings Note: Percentages represent the highest rating Made artworks much more meaningful… Mobile Improved Visitors’ Experience FUSION RESEARCH + ANALYTICS
  16. 16. October 27, 201016/65Nancy Proctor, Those who chose the iPod and cell phone formats rated them more highly than traditional headset tour users rated theirs. (although the content was identical!) Randi Korn & Associates, SFMOMA, 2006
  17. 17. October 27, 201017/65Nancy Proctor, Phone logs enabled us to see patterns in where visitors wanted information most: (or perhaps where they or could find the labels!) Randi Korn & Associates, SFMOMA, 2006
  18. 18. October 27, 201018/65Nancy Proctor, In fact, GuideBy Cell now mashes up area codes and Google Maps to reveal where visitors are from:
  19. 19. October 27, 201019/65Nancy Proctor, I spent more time 66% No Impact 33% I spent less time 1% Q. How did the Mobile Tour impact the amount of time you spent in the museum today? Multimedia Tours Impact on Time Spent in the Galleries FUSION RESEARCH + ANALYTICS study at SFMOMA Summer 2010
  20. 20. October 27, 201020/65Nancy Proctor, Feedback on Multimedia Tour Kahlo exhibition at SFMOMA, 2008
  21. 21. October 27, 201021/65Nancy Proctor,
  22. 22. Mean Doing this type of activity in a zoo appeals to me. 6.1 This activity enhanced our conversation about the animals. 6.2 This is a good activity for a family. 6.4 I was able to pay attention to the information provided by the application while I was doing it. 6.6 *Scale: 7 = strongly agree through 1 = strongly disagree. Source: Institute for Learning Innovation & the Jacksonville Zoo. Jacksonville Zoo’s Research
  23. 23. October 27, 201023/65Nancy Proctor, The more interpretation used, the greater the visitor satisfaction Randi Korn & Associates, SFMOMA, 2006
  24. 24. October 27, 201024/65Nancy Proctor, Concerns 1. Cellphone use will disrupt the galleries and encourage people to talk on their phones. 2. Visitors will take pictures of the art with their phones. 3. Interpretation distracts visitors from actually looking at the work, making it a superficial experience. 4. Not everyone has a cellphone or smartphone. Signage and guards reinforce gallery etiquette. They already do, but signage and guards protect SI. Depends entirely on content design. True, so multiple interpretation platforms are necessary.
  25. 25. October 27, 201025/65Nancy Proctor, Mobile Strategy
  26. 26. October 27, 201026/65Nancy Proctor, “For the increase & diffusion of knowledge” Mission Metric How mobile can help Increase of knowledge Quality 1. Improve collections information and metadata 2. Improved visitor experience through timely interpretation and information Diffusion of knowledge Relevance 1. Integrate museum content into every day activities and contexts on personal devices & www access 2. Help understand audiences’ needs and interests better
  27. 27. October 27, 201027/65Nancy Proctor, “For the increase & diffusion of knowledge” Mission Metric How mobile can help (Forever…) Sustainability 1. Connect individuals and communities with the collections across platforms 2. Enable communities of interest to form around collections and activities
  28. 28. October 27, 201028/65Nancy Proctor, Non-profit network effects Edward Hoover, 2010, from Flickr.
  29. 29. October 27, 201029/65Nancy Proctor, 1. Mobile is global, and its reach is key to “the increase and diffusion of knowledge” in the 21st century 2. Mobile is opening up access to and dialogue with new audiences in: • Emerging global markets • Developing nations • Rural/remote communities • Spanning generations • Niche communities of interest and passion for SI’s collections and research 3. Mobile gives us new tools for scholarship, research, outreach and staying relevant to our constituents 4. Mobile challenges us to ‘think differently’ about how we do business in a new learning & communications economy How does mobile help SI?
  30. 30. October 27, 201030/65Nancy Proctor, An iterative process
  31. 31. October 27, 201031/65Nancy Proctor, The Mobile Strategic Planning: First principles 1. The only certainty in the mobile landscape is change – so we need an adaptive, standards-based approach to our mobile strategy and solutions development 2. Because of the rapid rate of mobile technology obsolescence, we will build for mobile audiences, not specific platforms and gadgets 3. Because of our public mandate and responsibility, wherever possible SI Mobile will make its resources, best practices, and mobile products available for others to adapt and build upon
  32. 32. October 27, 201032/65Nancy Proctor, What will SI Mobile look like? 1. A Smithsonian Mobile Architecture and framework 2. Standards 3. Best practice documentation and training 4. Infrastructure 5. A Mobile Toolkit
  33. 33. October 27, 201033/65Nancy Proctor, Some of the tools… • Smithsonian Commons Mobile • Collections search • Image delivery • Events calendars • Maps and wayfinding • “About…” content and functionality • Visitor feedback capture • Social media functions/communities of interest • Mobile metrics and campaign functions • Mobile advertising and promotions • Location-based functions • Augmented reality
  34. 34. October 27, 201034/65Nancy Proctor, Infrastructure: Network  Free, ubiquitous wifi is essential  Foreigners won’t use cellular networks  Why should visitors leave their Web 2.0 lives at the door  Creating community spaces: museum as community (BM research found this is a large % of visitors)  Incremental solutions (a small % of visitors will use wifi right now, we grow the infrastructure with them)  Download is still more stable and scalable than streaming (See Peter Samis’s talk at Tate Handheld conference)  Managing expectations:  People increasingly expect ubiquitous wifi (coffee shop culture)  Are also use to managing connectivity themselves
  35. 35. October 27, 201035/65Nancy Proctor, Mobile Business Models  What we need to own 1. Content 2. CMS 3. Standards 4. Mobile website  What we don’t need to own 1. App publishing/wrapping platforms (& maintenance on all mobile devices) 2. Distribution channels Nancy Proctor & Peter Samis’s presentations at Tate Handheld 2010
  36. 36. October 27, 201036/65Nancy Proctor, Mobile Business Models  Up for discussion 1. Exclusive branding 2. Marketing 3. Hardware & distribution operations 4. When should museums build their own interface or customized app, and when should they integrate into existing social communities or apps? Nancy Proctor & Peter Samis’s presentations at Tate Handheld 2010
  37. 37. October 27, 201037/65Nancy Proctor, Audience-led Design: The Theory
  38. 38. October 27, 201038/65Nancy Proctor, The Audio Tour Box:
  39. 39. October 27, 201039/65Nancy Proctor, Thinking outside the audiotour box Means thinking about content & experience
  40. 40. October 27, 201040/65Nancy Proctor, proctorn@si.eduFraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003 It’s NOT about the Technology
  41. 41. October 27, 201041/65Nancy Proctor, Recent Research & Resources 2010 1. Smithsonian studies of Mall and Zoo visitors 2009 1. CHNM survey on Museums and Mobile Adoption 2. Learning Times International Survey on handheld use in museums. 2008 1. Whitney Museum of American Art: Audio Guide Technologies Survey Final Report 2007 1. Matthew Barney: Multiplatform interpretation at SFMOMA 2. La Placa Cohen Culture Track 2007 (with Antenna Audio)
  42. 42. October 27, 201042/65Nancy Proctor, Who is your target audience?  Tied to mission & key messages  What are the desired outcomes? What do we want them to know, think and/or feel?  What platforms do they already use? How do they use them elsewhere & what excites them? o Traditional audio tours o Cellphones or smartphones o Podcasts o Mobile social media: SMS, Twitter, FB…
  43. 43. October 27, 201043/65Nancy Proctor, A Minority of Visitors Use Technologies in the Galleries 2006 study by Randi Korn & Associates at SFMOMA BUT they use technology everywhere else: WWW = Whatever, Whenever, Wherever
  44. 44. October 27, 201044/65Nancy Proctor, Question mapping in the gallery: What do they want to know? • Semi-structured interviews • FAQs and comments cards • Questions posed to staff…
  45. 45. October 27, 201045/65Nancy Proctor, Collecting questions…  Online question collection: o Specialized Q&A services, e.g. AJOA o Comments on social media sites  Include audience research in order to segment  Go deeper with more experienced museum visitors  Where are visitors not being served by existing interpretation?
  46. 46. October 27, 201046/65Nancy Proctor, Organize & Filter  Group questions: o Thematically o By object o By location  Prioritize by mission and key messages  Prioritize questions that elicit great stories
  47. 47. October 27, 201047/65Nancy Proctor, Organize questions Painting Sculpture Folk Art Architecture Dramatic change in style in display Why multiples of same work? Lures aren’t art Story behind the architecture Triple painting?! Memory vessels: idea, ones with stones… Glad you dead you rascal you?!
  48. 48. October 27, 201048/65Nancy Proctor, Which content modalities? 1. +-+-+-+-+ Soundtracks 2. o o o o Soundbites 3. x x x x Interactives 4. | | | | Links 5. ^ ^ ^ ^ Feedback 6. § § § § Social media Narrowcast/ Offline or Networked Networked only
  49. 49. October 27, 201049/65Nancy Proctor, Soundbite Sample
  50. 50. October 27, 201050/65Nancy Proctor, Soundbites  Are ‘atoms’ of information.  Commonly called ‘stops’ – or ‘starts’!  Facilitate going deeper on a specific object/subject.  Usually require a visual (actual object or image).  Can be collectable & portable to other platforms e.g. via bookmarking, saving or sharing.  Can be reused across the museum’s analog & digital platforms as well as those of third parties.
  51. 51. October 27, 201051/65Nancy Proctor, Soundtrack Sample
  52. 52. October 27, 201052/65Nancy Proctor, The Soundtrack  Recalls original ‘linear’ audio tours.  Provides a sequential narrative and contextual information: tools for understanding the principles of the displays, both in the gallery and beyond.  Immersive, but may be divided into a number of connected segments.  ‘Downloaded’ for audiences on-site and beyond.  Like a good album, book or catalogue, should be possible to enjoy over & over again…
  53. 53. October 27, 201053/65Nancy Proctor, Soundtracks & Soundbites Combined 53
  54. 54. October 27, 201054/65Nancy Proctor, ArtBabble: the ideal interface
  55. 55. October 27, 201055/65Nancy Proctor, Identify soundtracks & soundbitesPainting Sculpture Folk Art Architecture Dramatic change in style in display Why multiples of same work? Lures aren’t art Story behind the architecture Triple painting?! Memory vessels: idea, ones with stones… Glad you dead you rascal you?!
  56. 56. October 27, 201056/65Nancy Proctor, Architecture Tour History of the building, style, architect ----------+--------------+------------------+-------- O O O Tiles Skylights Ironwork
  57. 57. October 27, 201057/65Nancy Proctor, Folk Art Tour Why is folk art, art? ----+-------------------+------------------+----------- / / / O O O Lures Memory vessels Glad you dead…
  58. 58. October 27, 201058/65Nancy Proctor, How best to tell the story & create the atmosphere? 1. Monologue: o Artists & curators o Staff o Related experts o Professional narrators 2. Reinactments/ plays 3. Interview 4. Dialogue 5. Vox pop / comments 6. Music
  59. 59. October 27, 201059/65Nancy Proctor,  Knowledgeable or insightful – trusted  Relates to the mission or key messages  Good communicator with target audience o Engaging voice o Confident manner o Makes it relevant  Facilitates the desired outcomes Who best to tell the story?
  60. 60. October 27, 201060/65Nancy Proctor, The audiences’ conversations  Comments and questions (audio/text/links)  Search-research-share  Bookmark/Email/SMS to self  Collect (MyCollection, ArtStream)  Share (Twitter, Facebook, SMS)  Forum  Voting (show the polls!)  Quizzes/games (multimedia/SMS)  Mobile giving
  61. 61. October 27, 201061/65Nancy Proctor, Crowdsourcing experiences Halsey Burgund’s Scapes deCordova Sculpture Park & Museum Lincoln, MA – until Nov 14
  62. 62. October 27, 201062/65Nancy Proctor, The right vehicle for your content Audio player Multimedia player Cellphone Personal media player Smart Mobile Browser phones Mobile App Soundtrack x x (x) X X X Soundbite X X X x X X Interactive X X X Link X X x Feedback X X X Social media X X
  63. 63. October 27, 201063/65Nancy Proctor, Platform considerations 1. Users’ own devices or supplied on-site? 2. Can you support network connectivity at your site? 3. Can you support multiple platforms? 4. What kind of location-based/content triggering solution do your visitors & experience need – really? 5. Can you manage user-generated content? 6. What do your sponsors/funders require?
  64. 64. October 27, 201064/65Nancy Proctor, Audience-led Design: The Practice Key messages, target audiences & their questions 64
  65. 65. October 27, 201065/65Nancy Proctor, What are our audiences looking for?
  66. 66. October 27, 201066/65Nancy Proctor, Mission: SI: Increase and diffusion of knowledge. AA: Be the resource and facilitator for experiencing, understanding and engaging with American art in the US and the world. Objectives: Repeat visitors; Membership sales; Integration into the curriculum
  67. 67. October 27, 201067/65Nancy Proctor, 1. Identify your target audience(s) 1. Explorers 2. Facilitators 3. Experience seekers 4. Professionals/Hobbyists 5. Rechargers  Virtual visitors  Non-visitors Falk’s Identity Segmentations 10 min
  68. 68. October 27, 201068/65Nancy Proctor, Are you an Explorer?
  69. 69. October 27, 201069/65Nancy Proctor, Are you a Facilitator?
  70. 70. October 27, 201070/65Nancy Proctor, Are you an Experience Seeker?
  71. 71. October 27, 201071/65Nancy Proctor, Are you a Pro/Hobbyist?
  72. 72. October 27, 201072/65Nancy Proctor, Are you a Recharger?
  73. 73. October 27, 201073/65Nancy Proctor, 2. Record your questions about The Museum of Meaningful Things The Museum’s Mission: Enable meaningful conversations & build ad hoc communities & collaborations around personal objects & their stories. 1. Install your exhibition 2. Record your questions 3. Ask the curator 20 min
  74. 74. October 27, 201074/65Nancy Proctor, 3. Identify the key messages  Please list 1-3 main ideas visitors will take away from visiting the site or exhibition. What objects or didactic components of the presentations will help them learn this?  Describe the rationale and originality of the presentation. Is the site or exhibition bringing new scholarship to the field, exposing an under-recognized subject, etc.? Why is this presentation important now?  Please note other interpretive components at the site that should be considered (labels, docent tours, audio tour, in-gallery videos, interactive feature, blogs, etc.). Are you aware of existing media created by other organizations that address the key messages/topics of this presentation? How does mobile fit into the interpretive mix? SFMOMA's "Interpretive Goals Questionnaire” 10 min
  75. 75. October 27, 201075/65Nancy Proctor, 3. Who will speak to these questions? 10 min Museum’s Voice Visitors’ Voices  Monologue  Dialogue Voice(s):  Artist  Curator  Related expert  Interview  Vox pop. / comments  Music … Comments & questions: … Bookmark / Save: … Games: …
  76. 76. October 27, 201076/65Nancy Proctor, 4. Put the experience in context  On-site or Online visit  Visit life cycle: Before, During, After  Special context: At home, In school, On the go…  Networked or ‘on board’?  Other interpretation, information or services available? 1. Museum-authored 2. User-generated 3. Third parties 10 min
  77. 77. October 27, 201077/65Nancy Proctor, 5. Choose your platform 1. Users’ own devices or supplied on-site? 2. Can you support network connectivity at your site? 3. Can you support multiple platforms? 4. What kind of location-based/content triggering solution do your visitors & experience need – really? 5. Can you manage user-generated content? 6. What do your sponsors/funders require? 15 min
  78. 78. October 27, 201078/65Nancy Proctor, From Headphones to Microphones From “we do the talking” to “we help you do the talking.”
  79. 79. October 27, 201079/65Nancy Proctor, …methods, techniques, results: Has anybody analysed the use of mobile apps on and off site from a qualitative and quantitative perspective? Evaluating mobile apps Forrester’s SWOT analysis of SI Mobile projects
  80. 80. October 27, 201080/65Nancy Proctor, IPad What is the potential for museums? Are you aware of any projects being developed besides adapting iphone apps for the iPad? • Access: “Using Technology to Support STEM Reading: Matthew H. Schneps, Jamie K. O’Keeffe, Amanda Heffner-Wong, and Gerhard Sonnert Laboratory for Visual Learning Harvard- Smithsonian Center for Astrophysics” - Journal of Special Education Technology, JSET 2010 Volume 25, Number 3 • Yves Klein for iPad • Please touch the exhibit! Melbourne Museum • iBiennale • Catalogue publishing: mixed retail + subscription model • Tablet Enhanced Group Tours: Scott Sayre, Sat 13:30-15:00 Tannehill
  81. 81. October 27, 201081/65Nancy Proctor, I am interested in possible solutions that have been implemented with or without using location aware technology, results of tests, prototypes, evaluations? Has there been any progress on this? Wayfinding and Orientation • AMNH Explorer Wifi positioning • Brooklyn Museum’s ‘virtual positioning’ with accession #s • Halsey Burgund’s Scapes, deCordova
  82. 82. October 27, 201082/65Nancy Proctor, I'd be interested in some in depth feedback on usability and user experiences. Augmented reality
  83. 83. October 27, 201083/65Nancy Proctor,  wiki, blog & podcasts  MCN Conference Oct 27-30, 2010, Austin, TX  Mobile Content Standards Summit 27 Oct, at MCN   Koven Smith: &  SFMOMA (Peter Samis & Stephanie Pau): & Nancy Proctor: @nancyproctor With many thanks to Kate Haley-Goldman for help with this method! Opportunities to continue our work: