Peter Samis Associate Curator  Interpretation Stephanie Pau Manager  Interpretation San Francisco Museum of Modern Art Aft...
The Interpretive Goals Process <ul><li>A cross-departmental dialogue and interpretive brainstorm process involving:  </li>...
Regarding each upcoming show:
<ul><li>What is the rationale for the project? Why here, why now? </li></ul><ul><li>List 1-3 main visitor takeaways. </li>...
Case Study 1:  246 and Counting: Recent Architecture + Design Acquisitions   Assistant Registrar Linda Leckart on Jonathan...
Case Study 2:  The Art of Participation  1950 to Now
John Cage,  4’33”,  1952 Case Study 2
Case Study 3:  Frida Kahlo
Interpretive Menu:  analog + digital mix <ul><li>Brochure in 2 languages </li></ul><ul><li>Wall texts in 2 languages </li>...
 
 
 
2 Evaluation Studies <ul><li>Visitor Experience & Interpretive Goals:   Randi Korn & Associates </li></ul><ul><li>Visitor ...
Randi Korn Findings: Use of Offerings
 
 
What a visual interface brings to the party…
A way to point at and parse the picture…
[3] [15]
Visitor feedback from Antenna’s comment book…
 
The stats, too, show this is a hit: 1 2 3
What about the cell phone idea?
Or the personal device download idea?
But then, who can  blame   them? <ul><li>Cell phone reception  varies </li></ul><ul><li>The audio quality is often  poor <...
Until these obstacles are removed,  pre-loaded devices —even at a cost—seem to  correspond to  the premium  cultural exper...
Corroboration: Our 2 Case Studies 28 18 Stops on cell phone tour 22 706 Art of Participation 19 585 246 and Counting Incom...
Was the fault in our promotion? <ul><li>No doubt in part… </li></ul>
But then there was evidence like   this :
Meanwhile, the story online & at home was   different. RSS feed:  18,613 mp3/m4a downloads or 194 downloads/day Live Flash...
So what information did on-site visitors  not get? Hans Haacke,  News,  1969/2008
Content allocated exclusively to   246   Tour   &   AoP   Tour Artist invitation to participate & comment Behind the scene...
On the other hand, the purpose-built & delivered multimedia tour for   Frida  Kahlo   actually had a   Halo Effect :
25% increase in  satsifaction
The Guggenheim, Whitney, and MoMA all offer   (and promote)   free audio tours of their Permanent Collection. <ul><li>Take...
 
 
Takeaways <ul><li>Visitors apparently are not as eager to use their own devices as museums might wish </li></ul><ul><li>Th...
Takeaways <ul><li>Universal Access:   if a museum is going to delegate significant interpretive aspects to mobile devices,...
<ul><li>Re-thinking the audio tour   based on research to date  </li></ul><ul><li>Touch-&-Listen </li></ul><ul><li>Concise...
<ul><li>Any campaign to develop a comprehensive multimedia tour of the permanent collection, or of special exhibitions fea...
That said, that doesn’t solve all our problems. In fact, it’s the beginning of a  whole new set ! Content  development &  ...
Stay tuned…
Upcoming SlideShare
Loading in …5
×

After the heroism, collaboration: Organizational learning &amp; the mobile space

614 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
614
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Entrance to Kahlo Exhibition
  • Interactive features available on kiosks in the learning lounge. The same feature is available in our visitor education center and on the SFMOMA website.
  • After the heroism, collaboration: Organizational learning &amp; the mobile space

    1. 1. Peter Samis Associate Curator Interpretation Stephanie Pau Manager Interpretation San Francisco Museum of Modern Art After the heroism, collaboration : Organizational learning & the mobile space Museums & the Web 2009 • 16 April 2009
    2. 2. The Interpretive Goals Process <ul><li>A cross-departmental dialogue and interpretive brainstorm process involving: </li></ul><ul><li>Educators </li></ul><ul><li>Curators </li></ul><ul><li>Publications </li></ul><ul><li>Communications/Audience Strategy </li></ul>The Interpretive Goals Process: A collaboration
    3. 3. Regarding each upcoming show:
    4. 4. <ul><li>What is the rationale for the project? Why here, why now? </li></ul><ul><li>List 1-3 main visitor takeaways. </li></ul><ul><li>Who is the intended audience? Why? </li></ul><ul><li>What didactic elements are planned (wall texts, extended object labels, etc.)? </li></ul><ul><li>What other modes of interpretation, including multimedia, should we consider? </li></ul>Key Questions in the Interpretive Goals Process:
    5. 5. Case Study 1: 246 and Counting: Recent Architecture + Design Acquisitions Assistant Registrar Linda Leckart on Jonathan Ive’s iPhone
    6. 6. Case Study 2: The Art of Participation 1950 to Now
    7. 7. John Cage, 4’33”, 1952 Case Study 2
    8. 8. Case Study 3: Frida Kahlo
    9. 9. Interpretive Menu: analog + digital mix <ul><li>Brochure in 2 languages </li></ul><ul><li>Wall texts in 2 languages </li></ul><ul><li>Handheld Antenna multimedia tour in 3 languages: English, Spanish & French </li></ul><ul><li>Learning Lounge: film, kiosk, books </li></ul><ul><li>Supplementary history galleries: Kahlo in SF, Kahlo’s Legacy </li></ul><ul><li>Videos in Koret Visitor Ed Center </li></ul><ul><li>Podcasts </li></ul>
    10. 13. 2 Evaluation Studies <ul><li>Visitor Experience & Interpretive Goals: Randi Korn & Associates </li></ul><ul><li>Visitor response to handheld multimedia guide (audio tour) Discovery Corporate Intelligence Group </li></ul>
    11. 14. Randi Korn Findings: Use of Offerings
    12. 17. What a visual interface brings to the party…
    13. 18. A way to point at and parse the picture…
    14. 19. [3] [15]
    15. 20. Visitor feedback from Antenna’s comment book…
    16. 22. The stats, too, show this is a hit: 1 2 3
    17. 23. What about the cell phone idea?
    18. 24. Or the personal device download idea?
    19. 25. But then, who can blame them? <ul><li>Cell phone reception varies </li></ul><ul><li>The audio quality is often poor </li></ul><ul><li>Foreign visitors must pay outrageous international roaming charges </li></ul><ul><li>Holding a device to one’s ear is fatiguing </li></ul><ul><li>Podcasts require pre-visit planning ( Oops , I’m already here !) </li></ul><ul><li>Wi-fi networks are temperamental , especially in crowd situations </li></ul>
    20. 26. Until these obstacles are removed, pre-loaded devices —even at a cost—seem to correspond to the premium cultural experience museums are expected to provide .
    21. 27. Corroboration: Our 2 Case Studies 28 18 Stops on cell phone tour 22 706 Art of Participation 19 585 246 and Counting Incoming calls/day Incoming calls/month Exhibition
    22. 28. Was the fault in our promotion? <ul><li>No doubt in part… </li></ul>
    23. 29. But then there was evidence like this :
    24. 30. Meanwhile, the story online & at home was different. RSS feed: 18,613 mp3/m4a downloads or 194 downloads/day Live Flash Streaming: numbers unknown
    25. 31. So what information did on-site visitors not get? Hans Haacke, News, 1969/2008
    26. 32. Content allocated exclusively to 246 Tour & AoP Tour Artist invitation to participate & comment Behind the scenes insights on how a museum collects Supplementary info re: each piece & the conditions of its production Back-story on how a work was acquired Artist voices Artwork-specific interpretation
    27. 33. On the other hand, the purpose-built & delivered multimedia tour for Frida Kahlo actually had a Halo Effect :
    28. 34. 25% increase in satsifaction
    29. 35. The Guggenheim, Whitney, and MoMA all offer (and promote) free audio tours of their Permanent Collection. <ul><li>Take-up rates: 20-65% </li></ul>“ Universal Access”
    30. 38. Takeaways <ul><li>Visitors apparently are not as eager to use their own devices as museums might wish </li></ul><ul><li>They seem to desire a high fidelity, immersive experience </li></ul><ul><li>Parsing out audio through a touch-and-listen interface is a winner </li></ul>
    31. 39. Takeaways <ul><li>Universal Access: if a museum is going to delegate significant interpretive aspects to mobile devices, then those devices need to be as effortlessly available as artworks & wall texts </li></ul><ul><li>Need for a flexible authoring and publishing platform for the mobile space </li></ul>
    32. 40. <ul><li>Re-thinking the audio tour based on research to date </li></ul><ul><li>Touch-&-Listen </li></ul><ul><li>Concise & multi-layered </li></ul><ul><li>Artist Voices & Videos </li></ul><ul><li>Using words, images, and sound as visual amplifiers for the artworks </li></ul><ul><li>1st delivery on iPod-Touch and iPhone </li></ul>Developing a Mobile Multimedia Guide for the Permanent Collection
    33. 41. <ul><li>Any campaign to develop a comprehensive multimedia tour of the permanent collection, or of special exhibitions featuring lesser known artists, must be accompanied by a museum-wide strategy to promote these new resources. </li></ul>Next Corollary
    34. 42. That said, that doesn’t solve all our problems. In fact, it’s the beginning of a whole new set ! Content development & Production Staffing of Distribution Points Hardware Marketing & Promotion
    35. 43. Stay tuned…

    ×