Whats the point? Two case studies of introducing digital in-gallery experiences
Visitor Experiences with a Mobile In-Gallery Game
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Transcript of Visitor Experiences with a Mobile In-Gallery Game
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An In-Gallery Mobile Game at the J. Paul Getty Museum
Susan EdwardsJ. Paul Getty Trust
[email protected]@jolifanta
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Don’t build a mobile app
just for the sake of it
Mantra
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How many of you have heard this?
“We need an app!”
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How many of you have heard this?
“We need an app!”
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Have Goals
Meet the needs of your visitors
Is technology the right tool?
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GettyGames
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Switch
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Have Goals
Meet the needs of your visitors
Is technology the right tool?
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Educational Objective:
Encourage families to have fun
looking at art together
in the galleries
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Paper edition
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The Goals
• Provide visit planning for families• Un-facilitated • Gameplay = 20-25 minutes
The tool chosen Mobile web(Pilot project)
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Benefitsof Mobile Technology
• Easily updated and edited• No printing costs (but development cost)• Any visitor with a smart phone can play• Provides interactivity
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Challenges of Mobile Technology
• Visitors don’t look at the exhibition• Visitors don’t know the app exists• Visitors don’t use it because it doesn’t work
for them
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Opposing Fears
Visitors will ignore the exhibition
Visitors won’t play the game
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Balance the experience of the game with the experience of visiting the museum.
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Balance
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Common Problemswith in-gallery mobile
• Visitors get lost• Visitors get frustrated• High rate of early drop-off• Visitors are head-down in their phones• We make it too complicated• We don’t provide added value• We don’t test and iterate enough
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Don’t make any assumptions!
Test everything!
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Lessons for Success
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Images: J. Paul Getty Museum
Build looking into the app
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Understand your audience
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Make it relevant to the museum experience
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Give visitors ownership
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Balance
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“It was just what I was looking for – something to increase my son’s focus on the artworks during the
museum visit.”
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Parent to child:
“Do you see something else next to the teapot?”
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“My brother usually hates our regular museum visits.
This time, I saw him engaged for the first time.”
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The Experience
• High number of players finish the game• Close looking observed in evaluation• Gives families a place to start in the
museum• Empowers parents to start conversation
about the art• Young players feel ownership of the
museum and the artworks
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Don’t build a mobile app
just for the sake of it
Mantra
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Mantra
Understand your audience