Download - Design for Mobile Workshop
September 24, 20101/65Nancy Proctor, [email protected]
From Headphones to MicrophonesVisitor-led mobile experience design for museums
Nancy Proctor, Smithsonian InstitutionDesign for Mobile Workshop, 24 September 2010
September 24, 20102/65Nancy Proctor, [email protected]
Housekeeping
Questions & comments:
@nancyproctor
Hashtags: #mtogo #d4m2010
http://wiki.MuseumMobile.info
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1. 8:30-9:00 Introductions
2. 9:00-10:00 Theory: audience-led mobile content & experience design
- 30 min break -
3. 10:30-11:45 Practice: key messages, audiences & their questions
- 15 min break -
4. 12:00-12:30 From headphones to microphones: from I do the talking to you do the talking!
Agenda for Today:
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1. Introduce yourself by name and affiliation;
2. Tell us your burning question or issue that you hope will be addressed today.
Introductions8:30–9:00
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1. Interpretation is essential
2. Why mobile?
3. A new approach to designing mobile interpretation and experiences
4. From headphones…
Part 1: Theory9:00–10:00
to microphones
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Part 1: The Theory9:00-10:00
Audience-led mobile interpretation design
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Interpretation is as essential to the Museum as cutlery is to a
banquet
Beth Lipman, Bancketje (Banquet) 20038
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Beth Lipman, Bancketje (Banquet) 20039
Some visitors may bring their own, Some may eat only the finger food, Some may choose another restaurant, Many will go away hungry,
If the Museum doesn’t provide it:
feeling uninvited and unwelcome.
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VelcroTeflon
http://www.slideshare.net/psamis/learning-in-museums-2008-intro-remarks
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Tate Modern’sPrinciples of Interpretation
1. Interpretation is at the heart of the gallery’s mission.
2. Works of art do not have self-evident meanings.
3. Works of art have a capacity for multiple readings; interpretation should make visitors aware of the subjectivity of any interpretive text.
4. Interpretation embraces a willingness to experiment with new ideas.
5. We recognise the validity of diverse audience responses to works of art.
6. Interpretation should incorporate a wide spectrum of voices and opinions from inside and outside the institution.
7. Visitors are encouraged to link unfamiliar artworks with their everyday experience.
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Why mobile?
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…at least half of the Museum’s platforms are already mobile.
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So if we want to meet our audiences where they are
And take them some place new…
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Mobile is a great vehicle
http://www.youtube.com/watch?v=6ILQrUrEWe8
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But if we want to go beyond this:
We need to think outside the audio tour box
September 24, 201018/65Nancy Proctor, [email protected] Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003
It’s NOT about the Technology
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Thinking outside the audiotour box
Means thinking about content & experience
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Recent Research & Resourceshttp://wiki.MuseumMobile.info/research
20101. Smithsonian studies of Mall and Zoo visitors 20092. CHNM survey on Museums and Mobile Adoption3. Learning Times International Survey on handheld use in
museums.20084. Whitney Museum of American Art: Audio Guide
Technologies Survey Final Report20075. Matthew Barney: Multiplatform interpretation at SFMOMA6. La Placa Cohen Culture Track 2007 (with Antenna Audio)
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Who is your target audience?
Tied to mission & key messages
What are the desired outcomes? What do we want them to know, think and/or feel?
What platforms do they already use? How do they use them elsewhere & what excites them?o Traditional audio tourso Cellphones or smartphoneso Podcastso Mobile social media: SMS, Twitter, FB…
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A Minority of Visitors Use Technologies in the Galleries
2006 study by Randi Korn & Associates at SFMOMA
BUT they use technology everywhere else:
WWW = Whatever, Whenever, Wherever
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Question mapping in the gallery:
What do they want to know?
• Semi-structured interviews• FAQs and comments cards • Questions posed to staff…
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Collecting questions…
Online question collection: o Specialized Q&A services, e.g. AJOAo Comments on social media sites
Include audience research in order to segment
Go deeper with more experienced museum visitors
Where are visitors not being served by existing interpretation?
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Organize & Filter
Group questions:
o Thematically
o By object
o By location
Prioritize by mission and key messages
Prioritize questions that elicit great stories
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Organize questionsPainting Sculpture Folk Art Architecture
Dramatic change in style in display
Why multiples of same work?
Lures aren’t art
Story behind the architecture
Triple painting?!
Memory vessels: idea, ones with stones…
Glad you dead you rascal you?!
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Which content modalities?
1. +-+-+-+-+ Soundtracks
2. o o o o Soundbites
3. x x x x Interactives
4. | | | | Links
5. ^ ^ ^ ^ Feedback
6. § § § § Social media
Narrowcast/Offline orNetworked
Networkedonly
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Soundbite Sample
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Soundbites
Are ‘atoms’ of information.
Commonly called ‘stops’ – or ‘starts’!
Facilitate going deeper on a specific object/subject.
Usually require a visual (actual object or image).
Can be collectable & portable to other platforms e.g. via bookmarking, saving or sharing.
Can be reused across the museum’s analog & digital platforms as well as those of third parties.
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Soundtrack Sample
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The Soundtrack
Recalls original ‘linear’ audio tours.
Provides a sequential narrative and contextual information: tools for understanding the principles of the displays, both in the gallery and beyond.
Immersive, but may be divided into a number of connected segments.
‘Downloaded’ for audiences on-site and beyond.
Like a good album, book or catalogue, should be possible to enjoy over & over again…
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ArtBabble: the ideal interface
http://www.artbabble.org/video/meet-william-christenberry
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Identify soundtracks & soundbitesPainting Sculpture Folk Art Architecture
Dramatic change in style in display
Why multiples of same work?
Lures aren’t art
Story behind the architecture
Triple painting?!
Memory vessels: idea, ones with stones…
Glad you dead you rascal you?!
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Architecture Tour
History of the building, style, architect
----------+--------------+------------------+--------
O O O Tiles Skylights Ironwork
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Folk Art Tour
Why is folk art, art?
----+-------------------+------------------+-----------
\/ \/ \/
O O O Lures Memory vessels Glad you
dead…
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How best to tell the story & create the atmosphere?
1. Monologue:o Artists & curatorso Staffo Related expertso Professional narrators
2. Reinactments/ plays
3. Interview
4. Dialogue
5. Vox pop / comments
6. Music
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Knowledgeable or insightful – trusted
Relates to the mission or key messages
Good communicator with target audience
o Engaging voice
o Confident manner
o Makes it relevant
Facilitates the desired outcomes
Who best to tell the story?
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The audiences’ conversations Comments and questions (audio/text/links)
Search-research-share
Bookmark/Email/SMS to self
Collect (MyCollection, ArtStream)
Share (Twitter, Facebook, SMS)
Forum
Voting (show the polls!)
Quizzes/games (multimedia/SMS)
Mobile giving
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The right vehicle for your content
Audio player
Multimedia player
Cellphone
Personal media player
SmartMobile
Browser
phonesMobile App
Soundtrack x x (x) X X X
Soundbite X X X x X X
Interactive X X X
Link X X x
Feedback X X X
Social media X X
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Platform considerations
1. Users’ own devices or supplied on-site?
2. Can you support network connectivity at your site?
3. Can you support multiple platforms?
4. What kind of location-based/content triggering solution do your visitors & experience need – really?
5. Can you manage user-generated content?
6. What do your sponsors/funders require?
September 24, 201042/65Nancy Proctor, [email protected]
Mission: SI: Increase and diffusion of knowledge. AA: Be the resource and facilitator for experiencing, understanding and engaging with American art in the US and the world.Objectives: Repeat visitors; Membership sales; Integration into the curriculum
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Break 10:00–10:30
Please have a meaningful object & pen/pencil when
you return for Part 2…
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Part 2: The Practice10:30–11:45
Key messages, target audiences & their questions
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What are our audienceslooking for?
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1. Identify your target audience(s)
1. Explorers2. Facilitators3. Experience seekers4. Professionals/Hobbyists5. Rechargers
Virtual visitors Non-visitors
Falk’s Identity Segmentations
10 min
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Are you an Explorer?
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Are you a Facilitator?
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Are you an Experience Seeker?
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Are you a Pro/Hobbyist?
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Are you a Recharger?
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2. Record your questions about The Museum of
Meaningful Things
The Museum’s Mission: Enable meaningful conversations & build ad hoc communities & collaborations around personal objects & their stories.
1. Install your exhibition
2. Record your questions
3. Ask the curator
20 min
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3. Identify the key messages Please list 1-3 main ideas visitors will take
away from visiting the site or exhibition. What objects or didactic components of the presentations will help them learn this?
Describe the rationale and originality of the presentation. Is the site or exhibition bringing new scholarship to the field, exposing an
under-recognized subject, etc.? Why is this presentation important now?
Please note other interpretive components at the site that should be considered (labels, docent tours, audio tour, in-gallery videos, interactive feature, blogs, etc.). Are you aware of existing media created by other organizations that address the key messages/topics
of this presentation? How does mobile fit into the interpretive mix?SFMOMA's "Interpretive Goals Questionnaire”http://www.archimuse.com/mw2009/papers/samis/samis.html
10 min
September 24, 201054/65Nancy Proctor, [email protected]
3. Who will speak to these questions?
10 min
Museum’s Voice Visitors’ Voices
Monologue
Dialogue
Voice(s): Artist Curator Related expert
Interview Vox pop. / comments Music…
Comments & questions:…
Bookmark / Save:…
Games:…
September 24, 201055/65Nancy Proctor, [email protected]
4. Put the experience in context On-site or Online visit
Visit life cycle: Before, During, After
Special context: At home, In school, On the go…
Networked or ‘on board’?
Other interpretation, information or services available? 1. Museum-authored2. User-generated3. Third parties
10 min
September 24, 201056/65Nancy Proctor, [email protected]
5. Choose your platform1. Users’ own devices or supplied on-site?
2. Can you support network connectivity at your site?
3. Can you support multiple platforms?
4. What kind of location-based/content triggering solution do your visitors & experience need – really?
5. Can you manage user-generated content?
6. What do your sponsors/funders require?
15 min
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Break 11:45–12:00
September 24, 201058/65Nancy Proctor, [email protected]
http://picasaweb.google.com/anup.rao/HaifaAkkoIsrael#4954285426665324562
Let’s hear you!
Part 3: From Headphones to Microphones12:00-12:30
From “we do the talking” to “we help you do the talking.”
September 24, 201059/65Nancy Proctor, [email protected]
http://museummobile.info/ wiki, blog & podcasts
MCN Conference Oct 27-30, 2010, Austin, TX http://MCN.edu
Mobile Content Standards Summit 27 Oct, at MCNhttp://wiki.museummobile.info/standards
http://tatehandheldconference.pbworks.com
Koven Smith: http://kovenjsmith.com & http://www.archimuse.com/mw2009/papers/smith/smith.html
SFMOMA (Peter Samis & Stephanie Pau): http://www.archimuse.com/mw2007/papers/samis/samis.html & http://www.archimuse.com/mw2009/papers/samis/samis.html
Nancy Proctor: [email protected] @nancyproctor http://MuseumMobile.info
With many thanks to Kate Haley-Goldman for help with this method!
Opportunities to continue our work:
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Idea by Grzegorz Klaman Wyspa Institute of Art, Gdansk,
Poland
Here’s one I made earlier…
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Think outside the audiotour box
From headphones to microphones
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Oxygenate! Joanna Rajkowska 2006-7
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Wyspa Institute of Art
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Idea by Grzegorz Klaman Wyspa Institute of Art, Gdansk,
Poland