This document discusses how museums can design digital services for mobile technology. It provides seven design principles for mobile services in museums: 1) design a service not just a product, 2) design for specific audience motivations, 3) market the benefits not just the technology, 4) decide what you want visitors to experience and make it happen, 5) develop services that improve on natural visitor behaviors, 6) do small things well, and 7) ensure the physical and mobile experiences work together. The document also outlines a nine-step process for developing mobile services and presents survey results about museum visitors' mobile technology use.
7. 1. Design a service not a product
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8. Service
design
• Operations
• Processes
• People
• Marketing
Experience
design
Content
design
• Communication
• Infrastructure
• Software
• Hardware
• Information
• Help
• UX
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9. How Likely are Visitors to Use the Free Wifi Service?
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10. In the main, visitors’ concerns about using their smartphones
in the museum centred on practical concerns about cost and
battery life
1 in 5 visitors had no
concerns at all about using
their smartphones
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11. 2. Design the service around
specific audience motivations
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13. 4. What are your main objectives in offering mobile technologies?
(Select up to three)
To widen access for people with special needs (eg visually-impaired visitors)
27%
To raise our public profile/marketing
18%
To provide visitor information (eg opening times)
24%
To provide primary interpretation to visitors
18%
To provide additional content to visitors
68%
To provide access for people with a foreign language
8%
To provide a more engaging visitor experience
67%
To keep up with visitor demand
28%
To keep up with museum peers
13%
To generate income
17%
To attract new visitors
33%
To allow visitor participation
26%
Received funding for mobile project
7%
As part of education programme
11%
0%
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10%
20%
30%
40%
50%
60%
70%
80%
14. 3. Market the benefits not the
technology
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15. Communicating The Benefits Of The Service To Non-Users
Non-Users have few
negative perceptions of
the guide… They have
little perception of the
guide at all
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16. This is the
audioguide
hand out
location.
Less than half
of the
visitors take
the free
audioguide
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17. 4. Decide what you would like to see
and make that happen
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18. “(we) liked when the story referred to
things in the museum and asked you to
find them.”
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“probably would have walked
past Fire of London picture
otherwise.”
19. 5. Develop services that improve,
extend or piggy-back on natural
visitor behaviours
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20. Q. What activities did you engage in using your smartphone,
that enhanced your gallery or cultural visit?
Took a photo/video of art/
objects on view
83%
Took a photo/video friends
and/or family
39%
Shared photos/videos with
family/friends
34%
Visited a gallery/museum
website
31%
Searched for info about art/
paintings on view
29%
Checked for visitor info
29%
Shared the experience via
social media
28%
Downloaded a gallery app
Played a game
Other
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11%
6%
4%
23. 7. Physical context and mobile
experience has to work together
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24. “there was somewhere quiet
to read - like the house”
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“…the saxon roundhouse where we sat
and watched the videos and then
thought about what made our house a
home and what differences the were
between ours and theirs”
26. 1.
2.
Work cross-departmentally
1.
Show evidence of how your visitors are
using mobile in the gallery already
2.
Agree on a set of principles
3.
Be clear and honest about what mobile
does well and what it does badly
4.
Make use of what is already out there.
5.
Webb
Set the expectation of iteration
2.
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Start mobile
1.
9 tips on
process
Start small
Map the whole visitor journey
27. Images thanks to Flickr Commons:
The hidden treasures of the Worlds
Public Archives
http://www.flickr.com/commons
Frankly, Green +
Created for:
Webb
All In Hand: Mobile Technology + Museums
Presented by:
Alyson Webb
e: alyson@franklygreenweeb.com
t: @FranklyGW
w: www.franklygreenwebb.com
Date issued:
November 2013
Hinweis der Redaktion
I’m guessing a lot of you are here today because you believe that mobile might offer you opportunities to do something for your organization and you want to do it well. This presentation has been inspired by a number of conversations that I’ve had with people over the last few months all of whom share that ambition but are feeling a little, shall we say, challenged.
In retrospect, perhaps our hopes were impossibly high. Mobile was going to enable us to deliver unlimited amounts of information as ever lower cost, apps would offer up new income streams. It turns out that its all a little more complicated and over this year what I have begun to hear is concern over failure - a fear that if you get it wrong there is a chance you will never get the chance to do something ‘mobile’ again.
And yet we can many of us still see an opportunity.
The interesting thing for me, is that if an exhibition fails – no one throws up their arms and shouts exhibitions don’t work because we know they can work. We would be able to say that the narrative hadn’t been thought through, that the labels weren’t well written or the layout didn’t work or it was a great idea, badly implemented. But we wouldn’t give up on exhibitions.
When it comes to exhibitions? have enough evidence and we design principles (always evolving but still principles) that if you make the right decisions they CAN work.
Mobile is the same – but somehow if it doesn’t work at the moment and do what certain people think it should the entire platform gets the blame.
The good news is that we are starting to gather evidence. It’s now time to begin to master mobile as a tool and identify where to use it.
So my aim for today is to give you some of that evidence, to think about some processes and some design principles that will help you have those conversations.
A lot of energy goes into thinknig about content – what information we can convey to our audiences, and a lot goes into the experience design in product terms. What tends to get neglected – at least until the last moment – are all the other areas of service. These are often harder problems to resolve nto least because if you’re in the digital or interpretation department, front of house and marketing for example isnt in your control. But getting the service aspects right is crucial. Here’s an example
The V&A offer a comprehensive free wifi service. At the moment this service is not marketed
Is this about concerns using smartphones as guides?
this is an interesting principle both in terms of marketing to visitors and to colleagues - one of the biggest barriers to take up accordig to the MA survey was no dedicated budget! They need to communicate it not as a digital project but as a learngi/interpretation/marketing... project
While Non users do use some negative descriptors, the lack of descriptors used in comparison to users is far more striking
So we can see some real opportunties here.
Some caution –there is a difference between supporting and enhancing what they are doing and and barging in, trying to change what they do
Results from V&A