How the Serpentine Galleries Mobile Tours have helped bring about internal collaboration and organisational change

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The document discusses how mobile tours created by the Serpentine Galleries helped facilitate internal collaboration and organizational change. Audience research found visitor interest in accessing digital content on phones during visits. However, technical barriers and fears of increased workload initially prevented support. Over time, by addressing issues quickly and improving communication between departments, the mobile tours became better integrated into visitor services and curatorial staff began contributing content, leading to cultural shift and positive visitor feedback that validated the project.

Technology

How the Serpentine Galleries
Mobile Tours have helped bring
about internal collaboration and
organisational change
Rosie Cardiff
Senior Digital Producer
Serpentine Galleries
@RosieCardiff

Audience Research
• 22% of visitors to the website and 28% of visitors to the gallery were
interested in accessing digital content via interactive screens in the
gallery.
• 36% of online respondents and 48% of gallery visitors were interested
in accessing digital content from the Serpentine website on their own
phones during a visit to the gallery.
• Only 11% of online respondents and 22% of gallery visitors were
interested in downloading a Serpentine app.
• Around 85% of visitors to the gallery had brought a smart phone of
some kind with them on their visit to the galleries. Mostly iPhones.
• Not many visitors to the gallery were aware that there was free WiFi
available.

Audience Research
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Would you be interested in any of the following digital content or opportunities
related to a visit to the Serpentine Galleries?
Online Gallery

Internal Barriers
• Technical barriers – restrictions of our
WiFi network, phone operating
system updates, external ICT
providers
• Fear that the Mobile Tours would
create more work and more demands
on overstretched curatorial team
• Visitor Services apprehensive about
being asked technical questions
• Signage space extremely limited and
Mobile Tours deemed low priority –
mobile tours were practically invisible
to visitors

How to overcome the barriers?
• Keep reporting your successes
• Report visitor/audience feedback
• Come up with more suggestions if original ideas get
knocked back
• Clear content strategy – reusing content for
different channels
• Fix technical issues as quickly as possible
• Meet regularly with EVERYONE – Visitor Services
training days, Exhibitions and Programming catch
ups
• Be open and welcoming to any suggestions/ideas
• Invite feedback and criticism

Cultural Shift
• Better feedback loop with Visitor Services
and audiences
• Curators suggesting ideas for content and
volunteering for Ask a Curator
• Printed Exhibition Guides
• Gallery Assistants using iPads to demo the
mobile tours
• Improved signage
• Digital advertising

“We really appreciate the mobile tour, it's very helpful”
“Such an interesting show. Love the mobile tour.”
“An excellent use of digital technology”
Arts Council England

Thank You!
Rosie Cardiff
Senior Digital Producer
Serpentine Galleries
@RosieCardiff

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