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Created for: Presented by: Date issued:

DLNET Alyson Webb 30th July 2015

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Sharing a few things we’ve learnt recently…

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Visitors using a mobile guide are more likely to report

their visit was “better than expected”

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Majority of visitors using a mobile guide report that they:

1.Enjoy their visit more2.Learn more3.Explore more

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So, guides on the whole are delivering*...

*Actually, not quite

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They don’t always deliver on what matters to an organisation.

Wide variation in:•Take up rates•Extent of use•Learning outcomes•Behaviours•Usability

Organisations want more success…

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More Success = Innovation

= Different device= Additional media= New Functionality= More choice & personalisation

Assumption…

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"Empathy for our visitors is the kind of radical innovation that our

Board can't handle - they want iBeacons”

Anonymous, Head of Digital

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No Correlation between usage or outcomes

Evidence…More success = Innovation

≠ Different Device≠ Additional Media≠ New Functionality≠ More choice & personalisation

@FranklyGWFrankly, Green + Webb

First step to Improvement

=

Identifying the causes of success & failure

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“Small boring stuff can have a massive impact”

Lindsey Green

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“Digital transformation is not about heroic interventions and brilliant ideas, its about

teams, users and iteration. It’s kind of boring”

Russell Davies, Director of Strategy, Government Digital Service

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2601 Stops

25 Trails & Tours

The Met Mobile Guide

Maximum choiceMaximum flexibility

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Digging a little deeper

“I think that they’re just dual numbers and I don’t understand why they would have that because I’m sure 3806…is going to give me the same audio

(enters 3806 and listens) Yeah, it was the same thing except a different voice.”

Lucy

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Innovation = More Success

= Simplifying the interface= Limiting choices= Improved labeling

For the Met…

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The Van Gogh Museum: A New Service

18

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Success was…

1.Improve the visitor experience2.Improve the take-up rate

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How can we make this moment as frictionless as possible?

Can we halve the time it takes to hand out?

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Digital

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Human

Staff trained to re-assure but not instruct

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Content

Content based on what was important to the visitor

1.How long it takes2.What is offered3.What they do

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Innovation = More Success

= Removing friction = Choreographing the service= Creating meaningful instructions

For the Van Gogh Museum…

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More Success = Innovation

= Increasing usage = Increasing learning= Increasing profit

For the Van Gogh Museum…

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[so the guide said] “notice in these paintings that his eyes are different

colours in some of the paintings… it’s something I would not have noticed just walking by, so I was quite sold on it quite quickly. I thought okay, this is working for me. So I stuck with it all

the way through”

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“I felt Van Gogh Was this crazy man with his

psychiatric issues but here I learn that he was really not … [he was] self made, he was learning steadily from his surroundings

and experimenting and developing his techniques”

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“I liked how the Guide emphasised his

fascination with life and friends and colour and birth. A lot of the stereotypes are of him as a dark depressed artist. This showed much more of who

he was. In a way its more tragic…”

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e: alyson@franklygreenwebb.come: lindsey@franklygreenweeb.comt: @FranklyGW

Images thanks to Flickr Commons:The hidden treasures of the Worlds Public Archiveshttp://www.flickr.com/commons

Created for: Presented by: Date issued:REACT Inspiration Day Lindsey Green 18th June 2012