Museums and the Web 2014: Beyond the Screen: Creating interactives that are location, time, preference, and skill responsive
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The document discusses creating responsive interactive museum experiences that cater to visitors' preferences, skills, and the context of their visits. It emphasizes the importance of understanding visitor needs through effective questions regarding what they want, when they want it, and how they want it, leading to a more personalized experience. Various techniques and technologies such as augmented reality, location-based apps, and visitor journey mapping are suggested to enhance user engagement and satisfaction.
![QUESTIONSACTIONS
Hear about on news media
Learn via word of mouth
Consult family and friends
Consider fit with other DC activities
Discuss with concierge
Negotiate with group
Pick a day
Get driving directions
Research nearby food and
entertainment options
Seek specific academic exhibits
Select items to bring: bag, coat, etc.
Undergo bag screening
Look for bathroom
Find or gather group
Understand what exhibits and public
programs are available
Plot a path through the building
Pick an exhibit
Read, experience, learn
Eat
Use audio tour, mobile devices,
printed materials, etc. for more
info
Split up; rejoin
Walk around building
Consider membership
Seek directions to freeway
Arrange cab or Uber
Look for restaurant or bar
Find bus/Metro
Seek a break area
Judge experience for later sharing
Wander grounds
Look across mall at other options
Travel between museums
Lunches on quad
Look at photos
Discuss experience on social media
Join SI social media pages
Post yelp review
Chat about experience with family
EMOTIONS
Seek first building or visitor center
Walk from Metro
Drop off passengers
Park car, walk back from garage
Ask for directions
Follow trip leader
Figure out current location in
building
Lose group
Follow group leader
Excitement to see famous exhibits
Wonder about what will happen
Worry about grandma's stamina
Worry kids will get bored
High expectations
Stress of planning it all
Anticipation of finally visiting the
Smithsonian
Respect for collections and brand
Sheer excitement
Relief at level of organization
Hope and anticipation that the
exhibits will be fun
Anxiety and annoyance about
security checks, esp. repeated
Fatigue after previous museum
Surprise and happy that entry is free
Tired, overstimulated
Awed by beauty of buildings
Impressed by exhibits
Hungry
Annoyed by other peoples' pace
High satisfaction with exhibit content
Pride in new learning
Mental fatigue
Some frustration that couldn't see
everything
Annoyance at distance to food
options
Sense of completion
Uncertainty about safety
Enjoyment of lovely Haupt Garden
Confusion by [insufficient] wayfinding
Great memories of specific exhibits
Satisfaction about the visit in general
Disappointed about how it turned out
Stress of parking while keeping
everyone happy
Excitement to see specific famous
exhibits
"Dusty childhood nostalgia"
Impressed by the Castle
Wonder about how far to walk
How does Smithsonian compare to other
destinations?
How do I keep group happy?
Where do I find more info?
What are the [hidden] costs?
How long will it take?
Can I bring my camera?
Do I really need to plan?Do they have
accessible bathrooms?
Where do I get tickets?
How long are the distances?
How much can I do in one day?
How do I get there? Where do I park?
What is security screening like?
What is this exhibit?
What else should I pack in?
How much time do we have left
before the kids tire?
Can I get on a mailing list?
Where can we get food nearby right
now?
What other attractions are open
around here?
What do we do with the kids while
getting the car?
Where will we eat lunch?
What else at SI might interest me?
Is SI closed?
How do I get between South Mall
museums underground?
What did I miss?
When can we go back to see what we
missed?
How can we improve our next visit?
What should I see?
What should we do first?
How do I get to the parking lot?
Where is the info desk?
Where is the [specific] museum?
Do I need cash?
Is this the entrance?
Is this "the Smithsonian?"
Where is [a particular] exhibit?
Is there Wifi?
Where are the bathrooms?
What is the difference between Freer
& Sackler?
BACK HOMEEXIT CAMPUSLEAVE A BUILDINGEXPERIENCE A BUILDINGARRIVE AT BUILDINGARRIVE AT CAMPUSORGANIZE THE TRIPCONSIDER GOING
Undergo bag screening
Look for bathroom
Find or gather group
Understand what exhibits and public
programs are available
Plot a path through the building
Pick an exhibit
Read, experience, learn
Eat
Use audio tour, mobile devices,
printed materials, etc. for more
info
Split up; rejoin
Walk around building
Consider membership
Seek directions to freeway
Arrange cab or Uber
Look for restaurant or bar
Find bus/Metro
Seek a break area
Judge experience for later sharing
Wander grounds
Look across mall at other options
Travel between museums
Lunches on quad
Loo
Dis
Joi
Po
Ch
enter
age
Figure out current location in
building
Lose group
Follow group leader
Relief at level of organization
Hope and anticipation that the
exhibits will be fun
Anxiety and annoyance about
security checks, esp. repeated
Fatigue after previous museum
Surprise and happy that entry is free
Tired, overstimulated
Awed by beauty of buildings
Impressed by exhibits
Hungry
Annoyed by other peoples' pace
High satisfaction with exhibit content
Pride in new learning
Mental fatigue
Some frustration that couldn't see
everything
Annoyance at distance to food
options
Sense of completion
Uncertainty about safety
Enjoyment of lovely Haupt Garden
Confusion by [insufficient] wayfinding
Gre
Sat
Dis
ng
mous
What is this exhibit?
What else should I pack in?
How much time do we have left
before the kids tire?
Can I get on a mailing list?
Where can we get food nearby right
now?
What other attractions are open
around here?
What do we do with the kids while
getting the car?
Where will we eat lunch?
What else at SI might interest me?
Is SI closed?
How do I get between South Mall
museums underground?
What did I miss?
Wh
mis
How
?
m?
Is this the entrance?
Is this "the Smithsonian?"
Where is [a particular] exhibit?
Is there Wifi?
Where are the bathrooms?
What is the difference between Freer
& Sackler?
Gift shop
Alcoves
Benches
Entry Logistics
Security
Bag check
Coat check
Meeting point
Bathrooms
Mobile apps
Building Exit
Exit signage
Security
Doors
South Mall underground
Escalators
Garden
People
Staff
Other visitors
Back to the Wor
Metro station
Parking garage
Taxi
Sidewalk signage
Campus signage
Exhibits
Collection objects
Interactive exhibits
Textual placards
Projections
Exhibit audio
Theaters
Check-in apps (e.g.,
FourSquare, Facebook)
i EXIT
EXIT CAMPUSLEAVE A BUILDINGEXPERIENCE A BUILDINGARRIVE AT BUILDINGPUS
Undergo bag screening
Look for bathroom
Find or gather group
Understand what exhibits and public
programs are available
Plot a path through the building
Pick an exhibit
Read, experience, learn
Eat
Use audio tour, mobile devices,
printed materials, etc. for more
info
Split up; rejoin
Walk around building
Consider membership
Seek directions to freeway
Arrange cab or Uber
Look for restaurant or bar
Find bus/Metro
Seek a break area
Judge experience for later sharing
Wander grounds
Look across mall at other options
Travel between museums
Lunches on quad
Figure out current location in
building
Lose group
Follow group leader
Relief at level of organization
Hope and anticipation that the
exhibits will be fun
Anxiety and annoyance about
security checks, esp. repeated
Fatigue after previous museum
Surprise and happy that entry is free
Tired, overstimulated
Awed by beauty of buildings
Impressed by exhibits
Hungry
Annoyed by other peoples' pace
High satisfaction with exhibit content
Pride in new learning
Mental fatigue
Some frustration that couldn't see
everything
Annoyance at distance to food
options
Sense of completion
Uncertainty about safety
Enjoyment of lovely Haupt Garden
Confusion by [insufficient] wayfinding
What is this exhibit?
What else should I pack in?
How much time do we have left
before the kids tire?
Can I get on a mailing list?
Where can we get food nearby right
now?
What other attractions are open
around here?
What do we do with the kids while
getting the car?
Where will we eat lunch?
What else at SI might interest me?
Is SI closed?
How do I get between South Mall
museums underground?
What did I miss?
Is this the entrance?
Is this "the Smithsonian?"
Where is [a particular] exhibit?
Is there Wifi?
Where are the bathrooms?
What is the difference between Freer
& Sackler?
EXIT CAMPUSLEAVE A BUILDINGEXPERIENCE A BUILDINGARRIVE AT BUILDING](https://image.slidesharecdn.com/mw2014beyondthescreen-140404104100-phpapp01/85/Museums-and-the-Web-2014-Beyond-the-Screen-Creating-interactives-that-are-location-time-preference-and-skill-responsive-48-320.jpg)
Museums and the Web 2014: Beyond the Screen: Creating interactives that are location, time, preference, and skill responsive
- 1. RESPONSIVEDESIGN:BEYONDTHESCREEN BRAD BAER Bluecadet | EMILY FRY Peabody Essex Museum | DANIEL DAVIS National Museum of the American Indian Museums & the Web | April 4, 2014 Creating interactives that are location, time, preference and skill responsive
- 2. 1. An Introduction The basics of the discussion 2. Worksheet/Exercise Try out the process for your own museum 3. Digital Petting Zoo Try out the various interactives mentioned 4. Discussion & Questions Discuss findings and get feedback #BEYONDTHESCREEN
- 3. 1. An Introduction BRAD BAER Bluecadet
- 5. 49%of words get read on average of a 110 word web page 28%of words get read on average of a 593 word web page Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press (January 1, 2014)
- 6. “WE WANT TO MAKE THE BEST FOR THE MOST FOR THE LEAST” - Ray & Charles Eames -
- 7. (Now with technology) WE WANT TO GIVE PEOPLE WHAT THEY WANT, WHEN THEY WANT, & HOW THEY WANT.
- 9. The “Idea” PersonAn attraction to concepts, abstractions, & facts The “People” PersonAttracted to personal and emotional connection The “Object” PersonLoves to look at artifacts and their descriptions The “Physical” PersonLikes to do things Andrew Pekarik and Barbara Mogel’s IPOP Personas
- 11. AVERAGE ATTENTION SPAN IN 2000 AVERAGE ATTENTION SPAN IN 2013 12 seconds 8 seconds ?If your guests only takes away one thing, what do you want it to be?
- 13. 3. How do they want it? 2. When do they want it? 1. What do they want? Asking the correct questions:
- 14. 3. How do they want it? Focusing on the specific format they prefer receiving new information. One example might be viewing images as opposed to text, another might be viewing it via a tablet as opposed to a projection. 2. When do they want it? 1. What do they want? ! Asking the correct questions:
- 15. 3. How do they want it? 2. When do they want it? allowing visitors to experience something on their own time. This could mean dwell time (how long they spend at a specific piece) or what time of day they want to interact with something. 1. What do they want? ! Asking the correct questions:
- 16. 3. How do they want it? 2. When do they want it? 1. What do they want? Individually curating offerings based on specific preferences, tendencies, skills, or interests. Asking the correct questions:
- 17. 1. How do they want it? BRAD BAER Bluecadet
- 24. We’re a public institution, and so the art and objects we have are, in a way, everyone’s property.” ! -Taco Dibbits Director of Collections“
- 25. TYLER SCHOOL OF ART WEBSITE tyler.temple.edu
- 26. VIDEO TEXTATTRACT SCREEN INTERACTION SCREEN (Triggered by small sensor) MAP / DATA AUDIO 15’ Flatscreen Touch TOWER FEATURES • Multiple types of media • Incorporates motion sensor to transition from cinematic atttract screen to full interactive experience. • Allows for children/wheelchair users to interact by bringing information down to them (ADA Accessbile). • Can easily be rotated 90 degrees to become wall instead of tower • Makes use of only (1) touchscreen and (2) normal screens SEE VIDEO OF THE TOWER > vimeo.com/bluecadet/pennnav University of Pennsylvania Museum of Archaeology & Anthropology INTERACTIVETOUCH-TOWERSfor the NATIVEAMERICANVOICESEXHIBITION Flatscreen
- 27. 2. When do they want it? DANIEL DAVIS National Museum of the American Indian
- 29. Augmented overlays for smartphones-as-cursors make the physical city browsable.” ! -Malcolm McCullough “Ambient Commons; Attention in the Age of Embodied Information.” - MIT Press “
- 31. FIELD TRIP A location based app that allows you to select key interests you like, that way the app shows you only relevant places and information.
- 32. WiFi Triangulation! bluetooth!LE!proximity!beacons! ! Bluetooth LE proximity beacons Hybrid systems images courtesy Laurie Stepp Indoor Location Positioning Technologies
- 33. MUSEUM OF THE AMERICAN REVOLUTION Philadelphia, PA
- 34. THE FRANKLIN INSTITUTE WEBSITE Launching May 5
- 35. THE FRANKLIN INSTITUTE WEBSITE Launching May 5
- 36. 3. What do they want? EMILY FRY Peabody Essex Museum
- 37. WHAT THEY WANT (Preferences, Skills, & Interests) Most critical piece: When it all comes together ! SONGZA MOBILE APP
- 39. DESIGNING FOR EMOTION • How can visitor emotion and preference shape the design and experience? • How can we create a customizable experience that reacts to visitors’ feelings? • How can we anticipate audience/user preferences before a visit?
- 43. SKILL/AGE PREFERENCE Despicable Me: Minion Rush !
- 44. PLANNING RESPONSIVE CONTENT • Opting information early: visit as a continuum • Identify needs • Identify motivation • Show empathy • Customize • Adapt
- 46. • Longer Dwell Time • Deeper, relevant engagement • Accessible, inclusive experiences MORE SKIN IN THE GAME Creating personal connections !
- 47. 1. Start Small 2. Journey maps: understand visitor’s museum expectations and adjust the experience 3. Crowdsource from your target audiences 4. Involve community voices: visitor panels, focus groups PLANNING RESPONSIVE CONTENT Most critical piece: When it all comes together ! T h e S o u t h M a l l V i s i t o r J o u r n e y S UMMARY OF VISITOR MOMEN T S Start Places to Meet & Rest Bathrooms Cafe Gift shop Alcoves Benches Transportation Metro Taxis Parking Garage Bus Dropoff Walk Tourism Industry Guidebook Travel websites (e.g., TripAdvisor) Concierge Travel agent Affiliate museum Word of Mouth Family Friends Fellow travelers Marketing Email Ads Smithsonian Channel SI Resources Telephone Line Direct Mail Website Mobile apps Digital Planning Tools Search Engines Web Mapping Services Transit apps (Hopstop, Bikeshare) Signs & Maps Streetlight banners Sidewalk exhibits Sidewalk signs Campus maps Museum banners Entry Logistics Security Bag check Coat check Meeting point Bathrooms Orientation Help Info desk Info cart Touch screens Brochures 3D map of mall Mobile apps Building Exit Exit signage Security Doors South Mall underground Escalators Garden People Staff Other visitors Back to the World Metro station Parking garage Taxi Sidewalk signage Campus signage Memories Photos on phone, camera Souvenirs & Gifts Collected pamphlets Artifacts from interactive exhibits Share Conversations with friends and family Review sites (e.g., Yelp) Facebook (and other social networks) Exhibits Collection objects Interactive exhibits Textual placards Projections Exhibit audio Theaters Next Steps Mobile phone Guidebook Takeaways Maps Info desk Other visitors Mailing list Other SI Buildings Mobile Device Photo apps Check-in apps (e.g., FourSquare, Facebook) Inter-building transit Escalators Underground Walkways Grounds Garden Outdoor exhibits Mmetro i EXIT TOUCHPOINTS
- 48. QUESTIONSACTIONS Hear about on news media Learn via word of mouth Consult family and friends Consider fit with other DC activities Discuss with concierge Negotiate with group Pick a day Get driving directions Research nearby food and entertainment options Seek specific academic exhibits Select items to bring: bag, coat, etc. Undergo bag screening Look for bathroom Find or gather group Understand what exhibits and public programs are available Plot a path through the building Pick an exhibit Read, experience, learn Eat Use audio tour, mobile devices, printed materials, etc. for more info Split up; rejoin Walk around building Consider membership Seek directions to freeway Arrange cab or Uber Look for restaurant or bar Find bus/Metro Seek a break area Judge experience for later sharing Wander grounds Look across mall at other options Travel between museums Lunches on quad Look at photos Discuss experience on social media Join SI social media pages Post yelp review Chat about experience with family EMOTIONS Seek first building or visitor center Walk from Metro Drop off passengers Park car, walk back from garage Ask for directions Follow trip leader Figure out current location in building Lose group Follow group leader Excitement to see famous exhibits Wonder about what will happen Worry about grandma's stamina Worry kids will get bored High expectations Stress of planning it all Anticipation of finally visiting the Smithsonian Respect for collections and brand Sheer excitement Relief at level of organization Hope and anticipation that the exhibits will be fun Anxiety and annoyance about security checks, esp. repeated Fatigue after previous museum Surprise and happy that entry is free Tired, overstimulated Awed by beauty of buildings Impressed by exhibits Hungry Annoyed by other peoples' pace High satisfaction with exhibit content Pride in new learning Mental fatigue Some frustration that couldn't see everything Annoyance at distance to food options Sense of completion Uncertainty about safety Enjoyment of lovely Haupt Garden Confusion by [insufficient] wayfinding Great memories of specific exhibits Satisfaction about the visit in general Disappointed about how it turned out Stress of parking while keeping everyone happy Excitement to see specific famous exhibits "Dusty childhood nostalgia" Impressed by the Castle Wonder about how far to walk How does Smithsonian compare to other destinations? How do I keep group happy? Where do I find more info? What are the [hidden] costs? How long will it take? Can I bring my camera? Do I really need to plan?Do they have accessible bathrooms? Where do I get tickets? How long are the distances? How much can I do in one day? How do I get there? Where do I park? What is security screening like? What is this exhibit? What else should I pack in? How much time do we have left before the kids tire? Can I get on a mailing list? Where can we get food nearby right now? What other attractions are open around here? What do we do with the kids while getting the car? Where will we eat lunch? What else at SI might interest me? Is SI closed? How do I get between South Mall museums underground? What did I miss? When can we go back to see what we missed? How can we improve our next visit? What should I see? What should we do first? How do I get to the parking lot? Where is the info desk? Where is the [specific] museum? Do I need cash? Is this the entrance? Is this "the Smithsonian?" Where is [a particular] exhibit? Is there Wifi? Where are the bathrooms? What is the difference between Freer & Sackler? BACK HOMEEXIT CAMPUSLEAVE A BUILDINGEXPERIENCE A BUILDINGARRIVE AT BUILDINGARRIVE AT CAMPUSORGANIZE THE TRIPCONSIDER GOING Undergo bag screening Look for bathroom Find or gather group Understand what exhibits and public programs are available Plot a path through the building Pick an exhibit Read, experience, learn Eat Use audio tour, mobile devices, printed materials, etc. for more info Split up; rejoin Walk around building Consider membership Seek directions to freeway Arrange cab or Uber Look for restaurant or bar Find bus/Metro Seek a break area Judge experience for later sharing Wander grounds Look across mall at other options Travel between museums Lunches on quad Loo Dis Joi Po Ch enter age Figure out current location in building Lose group Follow group leader Relief at level of organization Hope and anticipation that the exhibits will be fun Anxiety and annoyance about security checks, esp. repeated Fatigue after previous museum Surprise and happy that entry is free Tired, overstimulated Awed by beauty of buildings Impressed by exhibits Hungry Annoyed by other peoples' pace High satisfaction with exhibit content Pride in new learning Mental fatigue Some frustration that couldn't see everything Annoyance at distance to food options Sense of completion Uncertainty about safety Enjoyment of lovely Haupt Garden Confusion by [insufficient] wayfinding Gre Sat Dis ng mous What is this exhibit? What else should I pack in? How much time do we have left before the kids tire? Can I get on a mailing list? Where can we get food nearby right now? What other attractions are open around here? What do we do with the kids while getting the car? Where will we eat lunch? What else at SI might interest me? Is SI closed? How do I get between South Mall museums underground? What did I miss? Wh mis How ? m? Is this the entrance? Is this "the Smithsonian?" Where is [a particular] exhibit? Is there Wifi? Where are the bathrooms? What is the difference between Freer & Sackler? Gift shop Alcoves Benches Entry Logistics Security Bag check Coat check Meeting point Bathrooms Mobile apps Building Exit Exit signage Security Doors South Mall underground Escalators Garden People Staff Other visitors Back to the Wor Metro station Parking garage Taxi Sidewalk signage Campus signage Exhibits Collection objects Interactive exhibits Textual placards Projections Exhibit audio Theaters Check-in apps (e.g., FourSquare, Facebook) i EXIT EXIT CAMPUSLEAVE A BUILDINGEXPERIENCE A BUILDINGARRIVE AT BUILDINGPUS Undergo bag screening Look for bathroom Find or gather group Understand what exhibits and public programs are available Plot a path through the building Pick an exhibit Read, experience, learn Eat Use audio tour, mobile devices, printed materials, etc. for more info Split up; rejoin Walk around building Consider membership Seek directions to freeway Arrange cab or Uber Look for restaurant or bar Find bus/Metro Seek a break area Judge experience for later sharing Wander grounds Look across mall at other options Travel between museums Lunches on quad Figure out current location in building Lose group Follow group leader Relief at level of organization Hope and anticipation that the exhibits will be fun Anxiety and annoyance about security checks, esp. repeated Fatigue after previous museum Surprise and happy that entry is free Tired, overstimulated Awed by beauty of buildings Impressed by exhibits Hungry Annoyed by other peoples' pace High satisfaction with exhibit content Pride in new learning Mental fatigue Some frustration that couldn't see everything Annoyance at distance to food options Sense of completion Uncertainty about safety Enjoyment of lovely Haupt Garden Confusion by [insufficient] wayfinding What is this exhibit? What else should I pack in? How much time do we have left before the kids tire? Can I get on a mailing list? Where can we get food nearby right now? What other attractions are open around here? What do we do with the kids while getting the car? Where will we eat lunch? What else at SI might interest me? Is SI closed? How do I get between South Mall museums underground? What did I miss? Is this the entrance? Is this "the Smithsonian?" Where is [a particular] exhibit? Is there Wifi? Where are the bathrooms? What is the difference between Freer & Sackler? EXIT CAMPUSLEAVE A BUILDINGEXPERIENCE A BUILDINGARRIVE AT BUILDING
- 49. 1. Your Turn.
- 50. THANKYOU BRAD BAER @Bluecadet / brad@bluecadet.com EMILY FRY @EmilyLewBlack / emily_ fry@pem.org DANIEL DAVIS @Bigenola / DavisDan@si.edu