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Transcript of Thinking outside the audio tour box: Using front-end and formative evaluations to design new mobile...
![Page 1: Thinking outside the audio tour box: Using front-end and formative evaluations to design new mobile experiences](https://reader036.fdocuments.in/reader036/viewer/2022062703/554d2934b4c905c5208b4fc7/html5/thumbnails/1.jpg)
November 12, 20091/25Nancy Proctor, [email protected]
Thinking outside the audio tour box:
Nancy Proctor Smithsonian American Art Museum
Using front-end and formative evaluations to design new mobile experiences
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November 12, 20092/25Nancy Proctor, [email protected]
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November 12, 20093/25Nancy Proctor, [email protected] Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003
It’s NOT about the Technology
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November 12, 20094/25Nancy Proctor, [email protected]
Thinking outside the audiotour box
Means thinking about content & experience
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November 12, 20095/25Nancy Proctor, [email protected]
Recent Research & Resourceshttp://wiki.MuseumMobile.info/research
20091. CHNM survey on Museums and Mobile Adoption2. International Survey on handheld use in museums.20081. Whitney Museum of American Art: Audio Guide
Technologies Survey Final Report20071. Matthew Barney: Multiplatform interpretation at
SFMOMA2. La Placa Cohen Culture Track 2007 (with Antenna
Audio)
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November 12, 20096/25Nancy Proctor, [email protected]
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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November 12, 20097/25Nancy Proctor, [email protected]
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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November 12, 20098/25Nancy Proctor, [email protected]
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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November 12, 20099/25Nancy Proctor, [email protected]
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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November 12, 200910/25Nancy Proctor, [email protected]
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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November 12, 200911/25Nancy Proctor, [email protected]
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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November 12, 200912/25Nancy Proctor, [email protected]
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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November 12, 200914/25Nancy Proctor, [email protected]
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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November 12, 200916/25Nancy Proctor, [email protected]
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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November 12, 200917/25Nancy Proctor, [email protected]
ArtBabble: the ideal interface
http://www.artbabble.org/video/meet-william-christenberry
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November 12, 200918/25Nancy Proctor, [email protected]
Identify soundtracks & soundbites
Painting 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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November 12, 200919/25Nancy Proctor, [email protected]
Architecture Tour
History of the building, style, architect
----------+--------------+------------------+--------
O O O Tiles Skylights Ironwork
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November 12, 200920/25Nancy Proctor, [email protected]
Folk Art Tour
Why is folk art, art?
----+-------------------+------------------+-----------
\/ \/ \/
O O O Lures Memory vessels Glad you
dead…
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November 12, 200921/25Nancy Proctor, [email protected]
How best to tell the story?
1. Monologue:o Artists & curatorso Staffo Related expertso Professional narrators
2. Interview
3. Dialogue
4. Vox pop / comments
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November 12, 200922/25Nancy Proctor, [email protected]
Knowledgeable or insightful – trusted
Relates to the mission or key messages
Good communicator with target audienceo Engaging voiceo Confident mannero Makes it relevant
Facilitates the desired outcomes
Who best to tell the story?
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November 12, 200923/25Nancy Proctor, [email protected]
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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November 12, 200924/25Nancy Proctor, [email protected]
http://picasaweb.google.com/anup.rao/HaifaAkkoIsrael#4954285426665324562
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November 12, 200925/25Nancy Proctor, [email protected]
With many thanks to Kate Haley-Goldman and…
Mobile interpretation wikis
1. http://wiki.museummobile.info/
2. http://museummobile.info/archives/category/podcasts
3. http://tatehandheldconference.pbworks.com/
Learning Times & the HandheldConference http://www.handheldconference.org/program/
Beth Harris & Steven Zucker, SmartHistory http://SmartHistory.org
Koven Smith: http://www.archimuse.com/mw2009/papers/smith/smith.html & http://prezi.com/67549/
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