Re-opening Your Museum: Building Contactless Visitor ......Onboarding Tech Support. Mobile Guide...
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Re-opening Your Museum: Building Contactless Visitor Experiences www.cultureconnectme.com [email protected] Twitter: @culturexconnect
Transcript of Re-opening Your Museum: Building Contactless Visitor ......Onboarding Tech Support. Mobile Guide...
Re-opening Your Museum: Building
Contactless Visitor Experiences
Twitter: @culturexconnect
Mobile, Web & In-Gallery Digital Experiences Platform
www.cultureconnectme.com
What We’re Talking About Today
BYOD Mobile Guide Programs
Operations, Technology, IT/AV
Content, Way-finding, Engagement
User Journey: Before | Entry | Visit | After
“Contactless” Means…▪ No (or, little) contact transactions
▪ No rentable hardware
▪ No displaying or passing items (maps, brochures)
▪ No group tours
▪ No physical interactives
▪ No touchscreens
▪ No wall text, labels, exhibit panels
BYOD Challenges
Wi-fi Connectivity
Wi-fi Sign on Process
Awareness & Onboarding
Downloading
BYOD Challenges
Established alternative and business model
No urgency to resolve issues
Visitors Resist BYOD?
Museum Tech/Ops challenges
Lower friction alternative solution
Avoid apps, limited storage on personal device
Visitors Resist BYOD
Museum Tech/Ops challenges
Lower friction alternative solution
Avoid apps, limited storage on personal device
COVID is a Forcing Function
How BYOD Apps are Published
Publication Method Key Features Connectivity Implications
Web Apps▪ Default browser
▪ Save to Homepage
▪ Requires constant wi-fi or data
▪ Make wi-fi (and/or data) access easy, strong throughout building.
▪ Optimize file sizes (should be automatic)
Native
▪ Small size, fast download
▪ Some functionality is better, but gap closing w/ web
Native Offline
▪ 2nd step after app download to get content
▪ Only a good choice when limited wi-fi / data;
▪ Only need wi-fi in entry area
▪ Easy-access Wi-fi in entry area
▪ Optimize overall app size for short download time
BYOD Program: What to do FirstPublication Method Triage Next Phase
Hardware (loaner Devices)
▪ Port content over
▪ Simple design
▪ Focus on logistics
▪ Add more content & features
▪ Add marketing, programming and development
Mobile Guide (app)
▪ Accessibility
▪ Add marketing, programming, and development
▪ New way-finding, discovery
▪ Integrations with POS, CRM
No Hardware or Mobile Guide
▪ Most essential content that’s feasible to produce
▪ Focus on way-finding, logistics, and most essential features
▪ Add more content
▪ Add marketing, programming and development
Consider Headphones
No loaned or disposable headphones
Reminder to bring from home
Make off-speakerphone mode the app default
User Experience
BEFORE | ENTRY | VISIT | AFTER
Before Their Visit
Advance Registration / Ticketing
Email Triggers (Confirmation; Pre-Visit)
Text Opt-in (Download; Marketing)
Get the Mobile Guide before you go!
- Maps- Tours- Events- Coupons
Text “xxxxx” to 99-000
OR
Search “How the House Works”
Physical Flow
▪ Security
▪ Ticketing / Registration
▪ Orientation
Upon Entry
Upon Entry
Social Distancing Protective Barriers
WW2 Museum, New Orleans
Protective ScreensDAVE COUGHLINSr. Account Executive
▪ Leading Fabricator ▪ Manufacturing DC-Metro Area ▪ Dave based in NY-Metro
www.explusinc.com
Mobile Guide Orientation
General Orientation
▪ No maps or brochures
▪ Signage
▪ Stick to the script
Has App?
Distribution of App
Onboarding
Tech Support
Mobile Guide Orientation
App Access Methods
▪ Text
▪ Search
▪ QR Code
▪ Short link (bitly)
▪ No Download
Has App?
Distribution of App
Onboarding
Tech Support
Mobile Guide Orientation
Onboarding
▪ Wi-fi
▪ Where am I?
▪ What is this?
▪ How do I get around?
Has App?
Distribution of App
Onboarding
Tech Support
Mobile Guide Orientation
Tech Support
▪ Wi-fi
▪ Device
▪ Ease of Use
▪ Designated spot(s)?
Has App?
Distribution of App
Onboarding
Tech Support
Pick Up RatesMarketing & Operations vs. Popularity & Preference
Benchmark (Your History; Industry)
Pick Up RatesMarketing & Operations vs. Popularity & Preference
Benchmark (Your History; Industry)
Wi-fi homepage | Pre-Ticketing/ Pre-Registration
+50% = Included in Admission + Distributed to visitors
15% - 25% = Separate Charge + Strong Sales & Marketing
2% - 3% = No to Poor Sales & Marketing Process
Source: Stasha Boyd, Q Media Productions
User Testing
▪ Visitor Entry Process
▪ Mobile Guide: Distribution, Onboarding, Orientation, Usability, Way-finding
▪ Methodology
▪ *Observational*
▪ Survey
▪ Interview
During Visit
No Wall Labels, No Text Panels
No Guided Tours
No In-Gallery Touchscreens
Way-Finding?
Number Keypad
Image Recognition
Indoor Positioning
Consistency
New Wall Label
▪ QR Code
▪ App Icon + #
▪ IR Icon
Signal
▪ Included in-app
▪ “Scan & Step Away”
? ?
Curated Tours vs. All On View
Multiple Points of Identification
▪ Keypad, QR, IR….positioning?
▪ Interactive Map
▪ Collection Image
▪ Gallery Names, Gallery in-Situ Images
Salon Walls & Cases
One Stop Per Area
ID Everything vs. Highlights
Layer Identifying Content
Rooms & Historic Homes
One Stop Per Area
Audio/Text Main Narrative
Hotspots for Object Deep Dive
Why Do Visitors Have App?
Way-finding
Information
Interpretation
Interactivity
Value of Each User Touchpoint
Are you delivering value to the
user at every touchpoint?
Attention Span, Taps, Friction
Points & Alerts
Visit Our COVID-19 Resource Centerwww.cultureconnectme.com
Re-opening Your Museum: Building
Contactless Visitor Experiences
Twitter: @culturexconnect
THANK YOU!
