1.
New Rijksmuseum App

2.
Main features of the app: Rijksstudio, tours, or
tickets.

3.
The new app
Discover more with the new Rijks app
1. In the museum
• Explore on your own the 10
areas of the museum or take a
guided tour
• automatic wayfinding shows
you where you are and en
guides you through tthe whole
museum
2. On the go
• Enjoy the complete digitized
collection
3. E-tickets

4.
Fremium model
Free of charge
• Complete responsive app in App Store or via Google
Play.
Rent for €5 in the museum
• A special device featuring the tours

5.
USP’s
The new… ‘Rijks in your pocket’
• Enjoy the complete Rijksmuseum
collection everywhere: in the
museum with tours and on the go
with Rijksstudio
• Swipe through the app and browse
the museum in one simple mobile
first user interface
• Google and Apple photos style art
app experience: extreme focus on
enjoying the art, seamlessly swipe
and zoom!
• Find your way in the museum: tailor
made automatic wayfinding system
• Choose what you want

6.
One
step
back

7.
→Bring the
collection to the
public
→350,000 artworks
high resolution
→Large image,
zooming in, save,
share, make
→Brand & activation

8.
→> 400.000
Rijksstudio’s
→> 300.000
personal
collections
→> 5.000.000
downloads

9.
Ambition: Museum of the Netherlands

10.
Engaging new audiences at different levels

11.
User generated visual timeline

12.
Everybody is a museum director

13.
New users

14.
Rijksstudio for Heineken

15.
Partnership with Etsy

16.
Rijksstudio for users

17.
Success factors
1. Power of the image
2. Simplicity
3. Democratising art
4. Brand > value
images
5. Platform > content

18.
Impact
1. New audience:
culture snacker
2. Deeper engagement
3. Change in traditional
museum role
4. Relevant at all times
(brand awareness)

19.
Love

20.
Mobile first

21.
Concept
with added value for users
The sweet spot
Museum Usertrends
Tools

22.
Billions of users

23.
Tinder: swiping

24.
In the museum: swiping?

25.
Main goals new app
Rijksstudio / collection
• Great user experience for enjoying art even better
• Reach more users
• More use of the collection
In the museum
• visitors want to be guided, but also want to make their own
choices
• visitors want direction: what can I find here, what is important,
and how can I get there
• visitors want more in-depth information
• visitors want the app to show where they are

26.
Unity

27.
Rijkstudio in the train

28.
Multimediatours in the museum

29.
10 areas

30.
Explore the museum on your own: all the stops
in chronological order in the 10 areas

31.
Take a guided tour (select a theme)

32.
Switch to ‘all works in this gallery”

33.
Scrum, beacons and testing

34.
First 2 months since launch 25 January
• 2583 sessions per day: iOs 49 %,
Android, 34 %, rental device 17 %
- 83 % own devices
• Duration: iOs 36 minutes, Android
34 minutes, rental device 192
minutes
• 2807 tours started per day in the
museum: iOs 1196, Android 622,
rental device 989 – 65 % own
devices
• 4 Award nominations (SpinAward,
Dutch Interactive Award, European
Design Award, GLAMi, prestigious
museums and internet conference)

35.
Point of Sale Campaign

36.
Point of Sale Campaign

37.
Digital Abri

38.
The museum of the Netherlands