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Learn how mobile guides can improve visitor experiences at museums and cultural institutions. Explore the benefits of mobile guides and the importance of simplifying the interface and removing friction. Discover how meaningful instructions and personalized content can increase usage, learning, and overall success.
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Visitors using a mobile guide are more likely to report their visit was “better than expected”
Majority of visitors using a mobile guide report that they: Enjoy their visit more Learn more Explore more
So, guides on the whole are delivering*... *Actually, not quite
They don’t always deliver on what matters to an organisation. • Wide variation in: • Take up rates • Extent of use • Learning outcomes • Behaviours • Usability Organisations want more success…
Assumption… More Success = Innovation = Different device = Additional media = New Functionality = More choice & personalisation
"Empathy for our visitors is the kind of radical innovation that our Board can't handle - they want iBeacons” Anonymous, Head of Digital
Evidence… More success = Innovation ≠ Different Device ≠ Additional Media ≠ New Functionality ≠ More choice & personalisation No Correlation between usage or outcomes
First step to Improvement = Identifying the causes of success & failure
“Small boring stuff can have a massive impact” Lindsey Green
“Digital transformation is not about heroic interventions and brilliant ideas, its about teams, users and iteration. It’s kind of boring” Russell Davies, Director of Strategy, Government Digital Service
The Met Mobile Guide Maximum choice Maximum flexibility
Digging a little deeper “I think that they’re just dual numbers and I don’t understand why they would have that because I’m sure 3806…is going to give me the same audio (enters 3806 and listens) Yeah, it was the same thing except a different voice.” Lucy
For the Met… Innovation = More Success = Simplifying the interface = Limiting choices = Improved labeling
Success was… • Improve the visitor experience • Improve the take-up rate
How can we make this moment as frictionless as possible? Can we halve the time it takes to hand out?
Human Staff trained to re-assure but not instruct
Content Content based on what was important to the visitor How long it takes What is offered What they do
For the Van Gogh Museum… Innovation = More Success = Removing friction = Choreographing the service = Creating meaningful instructions
For the Van Gogh Museum… More Success = Innovation = Increasing usage = Increasing learning = Increasing profit
[so the guide said] “notice in these paintings that his eyes are different colours in some of the paintings… it’s something I would not have noticed just walking by, so I was quite sold on it quite quickly. I thought okay, this is working for me. So I stuck with it all the way through”
“I felt Van Gogh Was this crazy man with his psychiatric issues but here I learn that he was really not … [he was] self made, he was learning steadily from his surroundings and experimenting and developing his techniques”
“I liked how the Guide emphasised his fascination with life and friends and colour and birth. A lot of the stereotypes are of him as a dark depressed artist. This showed much more of who he was. In a way its more tragic…”
Images thanks to Flickr Commons: The hidden treasures of the Worlds Public Archives http://www.flickr.com/commons e: alyson@franklygreenwebb.com e: lindsey@franklygreenweeb.com t: @FranklyGW
