Is it working? Analysing the effectiveness of mobile in museums
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Is it Evaluating the Effectiveness of Mobile Apps working? May 21, 2013. AAM Annual Conference, Baltimore.
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Presentation delivered @ the AAM Annual Conference 2013 in session entitled "Is it working?: evaluating the success of mobile apps" with Matthew Fisher, Nancy Proctor & Matthew Petrie. See Matthew Fisher's presentation here: http://www.slideshare.net/nightkitcheninteractive/is-it-working All icons used in the presentation are from The Noun Project and are Public Domain or CC0. The following icons are attributed under the CCBY license: Museum by Joris Hoogendoorn Camera by Stanislav Levin Survey Connie Shu Speech Bubble Convoy Interactive Social Media by Joris hoogendoorn Happy, Neutral, Sad & Shocked by Austin Condiff Newspaper by John Caserta Earth by Francesco Paleari Person by Paulo Sá Ferreira - Purple Matter Money by Luis Prado Code by Brennan Novak Speaker by Harold Kim Film by Björn Wisnewski Database by Anton Outkine Bullet by Brent Maxwell Cliff Warning by Luis Prado Computer by Alyssa Mahlberg
Transcript of Is it working? Analysing the effectiveness of mobile in museums
Is it Evaluating the Effectiveness of!Mobile Apps!
working?!
May 21, 2013. AAM Annual Conference, Baltimore.!
Are Mobile Apps working?!
Elwood Haynes & America's First Car, 1894!
Why was the first car designed like this?!
Elwood Haynes & America's First Car, 1894!
So what is the horse & cart of the app?!
When we make a new platform, we build with all the limitations of the previous platform.!
The audio guide. It is a device the visitor borrows, audio only & narrowcasting.!
=!
As the technology progressed, the ability to select content through a number system was added.!
=!First app July 2009!
1.5 2.5 3.5 4.5
To make accessible additional interpretive content.
To diversify the institution's public programmes.
As the primary interpretation tool.
To facilitate access to opening times / visit information.
To enable visitors to 'keep-in-touch' with the institution.
To satisfy demand.
To raise the profile of the institution.
To provide a more interactive experience. To attract new visitors
to the institution. As a foreign
language provision. As part of institution's
experimentation in engaging visitors.
To facilitate way-finding.
To keep-up with current museum practices.
To generate revenue.
To provide better access for visitors with special needs. Specific funds were made
available for a mobile project.
Not Important Very Important
museums’ #1 objective for mobile = experimentation!
Two perspectives for evaluating mobile: the visitors perspective and the museum’s perspective.!
Visitor / users criteria!
Visitor survey!
UGC!
Visitor feedback!
Downloads!
Analytics!
Operational criteria!
New content / interaction possibilities!
PR!
CMS control!
Staff time!
Reach new audience!
Cost!
Maintenance!
Code control!
Spot the difference!
• Code control / ownership!
• Must borrow device / no download.!
• Cheaper hardware!
• Key-pad based!• Primarily audio!
• Control over content!
• Allows incremental dev.!
Apps are not the silver bullet!
Who here has a smart phone?!
Who has downloaded the AAM app?!
Who used the AAM app to come to this session?!
0 2.6 5.2 7.8 10.4 13
Ensuring the mobile experience supported the institution's mission
Securing cross-departmental buy-in / support
Designing the mobile experience
Selection of the content
Production of the content
Identifying the most appropriate technology platform
Selecting the appropriate vendor / implementation partner
The technical development of the experience
Encouraging take-up / usage of the mobile experience by visitors
Evaluating the success of the mobile experience Keeping the experience
up-to-date The resources required to
implement the mobile experience The resources required to
sustain the mobile experience
Least challenging Most challenging
Yes, currently using mobile No mobile, but have plans to No mobile, and no plans to Vendor or Researcher
Challenges of mobile!
Just because visitors can use an app on
their phone that that they will.!
Web traffic!
back then!
Web traffic!
then!
Web traffic!
then!
Web traffic!
then!
Web traffic!
then!
Web traffic!
now(ish)!
What next?!
Web traffic!
next / soon!
Web traffic!
next / soon!
Apps / the mobile web has forced museums to think about how to remain relevant & connected to users.!
Web traffic!
