![Page 1: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/1.jpg)
Peter SamisAssociate Curator Interpretation
Stephanie PauManager Interpretation
San Francisco Museum of Modern Art
QuickTime™ and aGIF decompressor
are needed to see this picture.Museums & the Web 2009 • 16 April 2009
After the heroism, collaboration: Organizational learning & the mobile space
![Page 2: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/2.jpg)
The Interpretive Goals Process
A cross-departmental dialogue and interpretive brainstorm process involving:
•Educators•Curators•Publications•Communications/Audience Strategy
The Interpretive Goals Process: A collaboration
![Page 3: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/3.jpg)
QuickTime™ and a decompressor
are needed to see this picture.
Regarding each upcoming show:
![Page 4: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/4.jpg)
•What is the rationale for the project? Why here, why now?
•List 1-3 main visitor takeaways.
•Who is the intended audience? Why?
•What didactic elements are planned (wall texts, extended object labels, etc.)?
•What other modes of interpretation, including multimedia, should we consider?
Key Questions in the Interpretive Goals Process:
![Page 5: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/5.jpg)
Assistant Registrar Linda Leckart on Jonathan Ive’s iPhone(communicated via a cell phone tour)
Case Study 1: 246 and Counting:Recent Architecture + Design
Acquisitions
![Page 6: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/6.jpg)
Case Study 2: The Art of Participation 1950 to Now
![Page 7: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/7.jpg)
John Cage, 4’33”, 1952
Case Study 2
![Page 8: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/8.jpg)
Case Study 3: Frida Kahlo
![Page 9: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/9.jpg)
Interpretive Menu: analog + digital mix
• Brochure in 2 languages• Wall texts in 2 languages• Handheld Antenna multimedia
tour in 3 languages: English, Spanish & French
• Learning Lounge: film, kiosk, books
• Supplementary history galleries: Kahlo in SF, Kahlo’s Legacy
• Videos in Koret Visitor Ed Center
• Podcasts
![Page 10: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/10.jpg)
![Page 11: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/11.jpg)
![Page 12: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/12.jpg)
![Page 13: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/13.jpg)
2 Evaluation Studies
• Visitor Experience & Interpretive Goals: Randi Korn & Associates
• Visitor response to handheld multimedia guide (audio tour) Discovery Corporate Intelligence Group
![Page 14: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/14.jpg)
Randi Korn Findings: Use of Offerings
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Wall texts Brochure* (most aftervisit)
Learning Zones MM Tour
![Page 15: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/15.jpg)
![Page 16: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/16.jpg)
![Page 17: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/17.jpg)
What a visual interface brings to the party…
![Page 18: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/18.jpg)
A way to point at and parse out the picture…
![Page 19: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/19.jpg)
[3] [15]
![Page 20: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/20.jpg)
Visitor feedback from Antenna’s comment book…
![Page 21: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/21.jpg)
![Page 22: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/22.jpg)
The stats, too, show this is a hit:
1
2
3
![Page 23: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/23.jpg)
What about the cell phone idea?
![Page 24: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/24.jpg)
Or the personal device download idea?
![Page 25: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/25.jpg)
But then, who can blame them?
• Cell phone reception varies• The audio quality is often poor• Foreign visitors must pay outrageous international roaming
charges• Holding a device to one’s ear is fatiguing • Podcasts require pre-visit planning (Oops, I’m already
here!) • Wi-fi networks are temperamental, especially in crowd
situations
![Page 26: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/26.jpg)
Until these obstacles are removed, pre-loaded devices—at a cost or for free—seem to correspond to the premium cultural experience museums are expected to provide.
![Page 27: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/27.jpg)
Corroboration: Our 2 Case Studies
ExhibitionStops on cell phone tour
Incoming calls/month
Incoming calls/day
246 and Counting
18 585 19
Art of Participation
28 706 22
![Page 28: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/28.jpg)
Was the fault in our promotion?
No doubt in part…
![Page 29: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/29.jpg)
But then there was evidence like this:
![Page 30: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/30.jpg)
Meanwhile, the story online & at home was different.
RSS feed: 18,613 mp3/m4a downloads or 194 downloads/dayLive Flash Streaming: numbers unknown
![Page 31: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/31.jpg)
So what information did on-site visitors not get?
Hans Haacke, News, 1969/2008
![Page 32: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/32.jpg)
Content allocated exclusively to cell phones via
246 Tour & AoP Tour
Artwork-specific interpretation
Artist voices
Back-story on how a work was acquired
Supplementary info re: each piece & the conditions of its production
Behind the scenes insights on how a museum collects
Artist invitation to participate & comment
These had been part of our “interpretive plan.”
![Page 33: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/33.jpg)
On the other hand, the purpose-built & deliveredmultimedia tour for Frida Kahlo actually had a Halo Effect:
![Page 34: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/34.jpg)
25% increase in satsifaction
![Page 35: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/35.jpg)
![Page 36: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/36.jpg)
![Page 37: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/37.jpg)
Takeaways 1
• They seem to desire a high fidelity, immersive experience (at least for special ticket blockbusters)
• Parsing out audio through a touch-and-listen interface is a winner
Visitors apparently are not as eager to use their own devices as museums might wish.
![Page 38: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/38.jpg)
Takeaways 2
• 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
![Page 39: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/39.jpg)
The Guggenheim, Whitney, and MoMA all offer (and promote) free audio tours of their Permanent Collection.
Take-up rates range between 20-65%(vs. a more typical 3%)
“Universal Access”
![Page 40: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/40.jpg)
Takeaways 3
• If we are to free ourselves from dependence on outside providers and empower ourselves to develop our own content…
We need a flexible authoring and publishing platform for the mobile space.
![Page 41: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/41.jpg)
• Re-thinking the audio tour based on research to date
• Touch-&-Listen• Concise & multi-layered • Artist Voices & Videos• 1st delivery on iPod-Touch and
iPhone• Working with NOUS-Guide to develop
Developing a Mobile Multimedia Guide for the Permanent Collection
![Page 42: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/42.jpg)
•Need to promote permanent collection tours with a museum-wide strategy
•Same goes for special exhibitions of lesser known artists
Next Corollary
![Page 43: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/43.jpg)
Content development &
Production
Staffing of Distribution
PointsHardware
Marketing & Promotion
it’s the beginning of a whole new set!
Of course, that doesn’t solve all ourproblems.
In fact,
And that’s a lot of collaboration.
![Page 44: After the heroism, collaboration: Organizational learning and the mobile space](https://reader037.vdocuments.net/reader037/viewer/2022110118/555136bbb4c905f1528b55cf/html5/thumbnails/44.jpg)
Thank you.