MCN 2013 Tate mobile guide on the web
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Transcript of MCN 2013 Tate mobile guide on the web
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Reshaping user experiences for multiple contexts and devices Tate Britain mobile guide on the web
Presented by Martha Henson @marthasadie
Tijana Tasich @teengily
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How can Tate provide a useful and consistent content offering to visitors on different devices in a variety of contexts? How can it be done sustainably, and at a reduced cost?
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Seize the opportunity
Opening of the new Tate Britain
+ Lack of traditional in-gallery interpretation
+ Mobile-optimised website
+ Increasing no of website visits on mobile devices
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Visits to the website - October 2013
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London, Dec 2012/Jan 2013 Mobile audience research Imperial War Museums, the National Gallery and Tate Aim of the research: 1. To understand the typical needs and desires of visitors to the museums and galleries 2. To identify ways in which smartphone users interact with museum/gallery content 3. To identify a set of characteristics that are typical of different groups of visitors within the context of museums and galleries
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Demographics Majority from the UK 43% over the age of 55
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Smartphone use 68% of participants owned a smartphone
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Motivations for visiting
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Types of visitors
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Engaging with content
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Before, during and after the visit
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Before the visit
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During the visit
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After the visit
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Willingness to use their own device
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Reasons not to use their own device
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Expectations for content longevity
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Expectations for amount of content
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Interpretation challenge
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Apps as the default
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On laptop/desktop
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On mobile (iPhone and Android)
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lainvencionconcreta.org
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www.tate.org.uk/tbtour
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www.tate.org.uk/tbtour
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Presented by
Martha Henson @marthasadie Tijana Tasich @teengily Special thanks to the production team: Emily Fildes, Rich Barrett-Small, Toby Bettridge, Philip Glanville, Alex Pilcher, Alexey Moskvin, Gillian Wilson