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What kind of mobile content is most engaging for museum visitors? And what impact does it have? There is surprisingly little research data on this question. This is a presentation that looks into both of these questions and provides principles for designing audioguide content that really works for visitors. Conference paper available here: http://mw2014.museumsandtheweb.com/paper/listening-to-visitors-research-findings-on-mobile-content/
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Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGWCreated for: Presented by: Date issued:Museums and the Web 2014 Lindsey Green + Laura Mann 3rd April 2014
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Listening to Visitors: Research Findings on
Mobile Content
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
http://www.reasonsmysoniscrying.com/
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
hard working content = valuable content
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
hard working content = valuable content
= low cost + large audience
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Difficult to transfer to multiple platforms
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Film/TV
Hat tip to: Dale Herigsgard
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Film/TV
Audioguide
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
hard working content = valuable content
= low cost + large audience
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
hard working content = valuable content
= big impact on engagement and understanding
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
40 hours of contentSome designed some not designed
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Value of the guide to the visitor experience?
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
1.Do audioguides work?2.What are the design
principles that makes great content for visitors?
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Methodology
1.Recruitment before visit2.Representative styles of content3.Structured notes in front of the works4.Follow up interview
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
1.Do audioguides work?2.What are the design
principles that makes great content for visitors?
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
It tells you things you don't
see at first sight
Impact: Visitors Report Overwhelmingly Positive Effects On Their Experience
I know what to look for
now
I stayed much longer than expected and
discovered new works
Q. Based on your experience today, has the Audio Guide led you to...
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Queen Charlotte was not overall favourite but the way it pointed to detail made you follow in a way you
wouldn’t normally and you might notice that kind of detail next
time.
Gives me confidence that what I see isn’t that far off and I feel ok
about what I appreciate.
Would help me go and look at
others.
Applied knowledge
Increase skills
Increase looking
Increase confidence
Conversations tended to bring in something from
the 'outside': that 'extra' makes you stay
and look longer.
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Visitors enjoy listening to audio in front of objects
Biggest experience today was surprise at how good it was. Really felt I learned something.
(I have just finished an art history degree!)
Even when they really don’t expect it
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
1.Do audioguides work?2.What are the principles that
makes great content for visitors?
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Visitors appreciate quality
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Some content design principles from the visitors
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Principle #1Information is important
but meaning is more important
https://flic.kr/p/4TnCFZ
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Liked the fact that Higgins was giving another angle on
Constable. That was interesting. Was happy not to hear lots of facts - interesting insight
was enough.
Assumption is that guides are 'basic knowledge' for people who don't have a background in art'. So this experience was a nice surprise. It drew attention to
new details.
Helps you as a lay person see it through expert eyes and they pick out what they
think is important.
Principle #1Information is important
but meaning is more important
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Principle #2Choose a style of content that matches your resources and skills
https://flic.kr/p/cqrgTu
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Principle #2Choose a style of content that
matches your resources and skills
All the contextual/curatorial
information can produce overload. There are other ways in the gallery that that can be delivered.
Learning Director was very interesting. Sounds
like they are very knowledgeable and relaxed in how they deliver it.
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Principle #3Respect that this is an intimate
personal experience
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Couple of narrators were very old fashioned - more formal tones make you
switch offTotally held by the commentary. Disagreed with the interpretation and that was a bit distracting, but
great story - hideous person! Relish in the voice and
passion of narrator really came through
Annoyed that Alison Watts wasn't introduced properly - understanding who she was
would have completely changed my appreciation.
Principle #3Respect that this is an intimate
personal experience
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Principle #4Make the time in
front of the object count
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
A little background is fine but it
shouldn't dominate.
A lot was rather old fashioned - too detailed description that
doesn't add value. I can see it anyway - prefer story or something that adds to the experience rather
than describe.Prefer punchy short.
All the contextual/curatorial
information can produce overload. There are other ways in the gallery that that can be delivered.
Principle #4Make the time in
front of the object count
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Principle #5Connect the experience
with the space
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Frustrated by details pointed out by restorer that weren't visible.
Need reassurance that you're listening to the
right thing
Principle #5Connect the experience
with the space
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Audioguide Content Design Principles
1.Information is important but meaning is more important2.Choose a style of content that matches your resources and skills3.Respect that this is an intimate personal experience4.Make the time in front of the object count5.Connect the experience with the space
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
hard working content = valuable content
= big impact on engagement and understanding
To answer this…
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
hard working content = valuable content
= low cost + large audience
But more importantly this
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
I want to go at my own pace
Compromise on Principle #3 Make time in front of the object count
Barrier to use
Solution
Experience
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Barrier to use
Solution
Experience
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
I don’t have my headphones with me
Reduction in amount of looking
Barrier to use
Solution
Experience
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Would you like an audioguide? We have an iPod
Touch tour!
Download the app!
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Be surprised by what you can see
Let us take you on a journey around our collection so you don’t miss a
thing!
Feel what it’s like to be inside
the paintings
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
Our Take Aways
•Use audioguides for what they deliver well•Focus on delivering meaning over information•Understand what makes your content valuable to the experience of the visitor•Start mobile and stay mobile - in how you think and produce content
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
e: [email protected]@franklygreenweeb.comt: @FranklyGW@lhmann@lindseygreen
Images thanks to Flickr Commons:The hidden treasures of the Worlds Public Archiveshttp://www.flickr.com/commons
Frankly, Green + Webb t: @lindsey_green @lhmann @franklyGW
If you’re wanting help thinking more about this and the other opportunities and challenges around digital interpretation – get in touch.
Our work is a mixture of:
•Design research for helping understand how audiences use digital technologies in the cultural heritage sector
•Strategic planning and concept development - for funding applications such as heritage lottery funding
•Implementation i.e getting in up to our elbows in order to help these types of projects get up and running. Find out more at:
http://www.franklygreenwebb.com