Use of the Smartphone at Dallas Museum of Art - by Gail Davitt

Use of Smartphone Technology at the Dallas Museum of Art

Advancing Visitor Engagement in Museums & GalleriesNovember 2, 2011University of Queensland Art MuseumGail Davitt, Chair of Learning Initiatives and Director of Education, Dallas Museum of Art

• Wireless connectivity in all galleries• In-house

o Develop and archive contento Create production

• Onsite and Online

Context for SmARTphone Tours

SmARTphone Tour 2009-2011Device (iPod, iPhone, Blackberry, Android)

• Choices: basis for structure• Not dependent on a single device• Collect and archive multi-use assets: interviews, videos,

photographs, visitor response, interactive activities• Cross-divisional staff (Education, IT, Curatorial, Library)

Experiment, Evaluate, Learn, Change

2009 Summer Experiment: 13 stops• Toe in the water• Addressed FEA clusters

o Brief introductiono Performanceso Primary sourceso Visitor Responses


2010 Focus on specific set of galleries: 20 Stops• Wendy and Emery Reves Collection• Close-ups• Use of archival material• Narrow spaces


2010 African Masks exhibition: 20 Stops• Importance of videos• Maps and cultural context• High use of SmARTphone


Evaluations (learnings and changes)• Visitor Interface and functionality• Time length• Interest in artist/maker• Need for critical mass• Visitor appreciation of choices (or not)• Videos• Positive impact on attitudinal and

knowledge changes


2011-2012: 150 Stops• Link to institutional initiative• Dropped Permanent Collection Audio

Tour• 3 phases – 50 stops each phase• More personal tone • Change in backend• Basic Format

o Introductiono Artist/Maker/Cultureo Contextual information (photos,

videos, artist’s voice, collector’s voice)o Responses


Phases 2 and 3• Conversations• Zoom function• Social media• Family choices• Interactive choices• Spanish translation/incorporation

Current Tour Interface Tech Approach

• Mobile optimized website (DallasMuseumofArt.mobi and DMA.mobi)• Accessed in-gallery over wireless (tested for 6-8 concurrent users per

single AP)• php• jQueryMobile• Single database, 3 tables: assets, exhibitions, objects• Links to outside hosted audio and video• Device sniffer that redirects to iPhone/iPod optimized interface if

needed• No CMS (Content Management System) so updates made by IT staff• November 2011: launching a refreshed look and feel and new CMS

integrated with Oracle UCM and Oracle SiteStudio. • 2012: begin testing the IMA’s tourML.

Issues• Funding• Involving outside perspectives• Marketing: need for critical mass• Staffing

o Timeo Differing perspectives on

“quality”o Commitment to excellence and

collaboration

Jessica HeimbergSenior [email protected]