Planning the Future of Museum Mobile Experiences @ Tate

Many of you may know that the IMA has been really active in building mobile content for our main website, our special exhibitions, and 100 Acres.  One of the things I love about working at the IMA is that we always try to give a little love back to our museum buddies when we undertake new projects.  That’s why we’ve made all the software for these mobile experiences available for free to anyone who’d like to play around with them.

While I’m happy that many museums can pick these tools up and use them for their own content, it won’t be the right solution for everyone.  In fact, it only solves just part of the problem.

One of the things we talked a lot about this year at the conference was the need for a common standard for the mobile tours that so many museums are creating.  The danger with such a quickly changing technical playing field is that the choices we make today will certainly be different this time next year.  We risk losing the investment in content we are making today if we don’t anticipate and plan for the changes that we know are coming.

That’s why a group of us (museums, vendors, and other experts) met together after the conference was over to begin to plan and document a potential standard for the mobile content we’re creating.  We had some great conversation and have a good start on some common language that will be really useful as we move forward together.

To keep the fire burning a bit and to hopefully engage all of you – dear reader – in some useful conversation, I’ve put together what I think are:

5 Ingredients Required for a Successful Mobile Standard

1. Simplicity – Let’s face it, there are a lot of standards proposed in the world that are rarely used to solve real problems.  I’m a firm believer in fact that a standard is only “standard” in as much as people use it.  Keeping it simple is important to ensure that the standard can be easily understood in one sitting, can be easily implemented by museums and vendors, and can easily integrate with museums’ existing tools.
2. 80% Rule – Not that we’re underachievers, but shooting for a comprehensive standard is the quickest way to ensure failure.  With technology changing so quickly, seeking to cover only 80% of the most common types of content and tours might allow us to actually finish and put this standard to use (see rule #1)
3. Extensibility – If we are not going to shoot for 100% coverage in our standard, then it will be important that users have some easy way to add their own “secret sauce” to the mix without breaking the rules.  All the successful standards efforts I know of include some way to grow and adapt to changes. Think about the ways we’ve seen the HTML and CSS standards grow and change over time. As we get smarter and smarter about the ways we want to create mobile content, we’ll certainly need to adapt our initial version of a standard to be smarter too.
4. Smart People – Speaking of smart… team work and contributions from  really smart people will certainly be the make-or-break ingredient that determines whether we can succeed in creating this standard.  Would you please consider being involved with us? Don’t feel that you have to be a standards expert in order to contribute something valuable to the mix.  In fact, very few of us are standards experts, and we could really use your best ideas to make this thing work!  I’ll share some specific ways you can help at the end of this article.
5. Determination – Success in this area will require some real commitment on the part of museums and vendors to make it all work.  The standard will require some early adopters to take the plunge and use this standard in practice to sort out all the kinks.  The IMA is willing to do this, and I hope that a lot of you will be too. It may take us a little while to see the fruits of our labor, but it would seem silly to keep investing the amount of money and effort we are already pouring in without at least giving it our best attempt.

How can you get involved?

If you’re interested in learning more, you can track our progress on the Museum Mobile Wiki here: http://wiki.museummobile.info/standards.  You can also read the notes from our first meeting in London.  We’ll be updating and refining those notes as we go, so stay tuned for more information.  Please add comments or thoughts to those pages with any questions or ideas you might have.  You can also track the current version of the TourML XML Standard here: http://wiki.museummobile.info/museums-to-go/products-services/tourml.  Those schema documents will be changing soon to reflect the initial conversations from the London meeting.

Most of All

Come to the next edition of the Museum Mobile Summit to be held on October 27, 2010 in Austin, TX.  This meeting is free and we hope you will attend.  Please let me know if you plan to be there so we can have enough chairs!  The US version of this meeting will continue where the UK summit left off and will align nicely with the MCN Annual Conference that week as well!

Thanks! -Rob

The graph below shows that most people are really intrigued by the possibilities of accessing mobile content from their own devices, follow by slightly fewer respondents who felt like they’d prefer to rent a device that was guaranteed to work.  If you’ve been following the blog, you’ll know that we most recently released a tour for the 100 Acres park that anyone with a internet-capable smartphone can experience. (visit http://www.imamuseum.org/ on your mobile phone and look for 100 Acres)  Internally at the IMA we’re still looking for that “right” balance between devices that we maintain and a user’s own device.  We’d be interested in your feedback in the comments if you have a good thought or opinion.

In trying to fish about for the kinds of content most people were itching to get their hands on, I used the results to come up with a ranking of the types of content that people responded to the most.  I simply added the percentages of “Yeah, definately” and “Can’t get enough” together for a total positive response.  Removing museum staff responses from the mix yielded the same rank ordering. The rankings came out as follows.  I  think I’m most surprised by how poorly Games rated in this ranking, and had expected it to do much better.

1. Hear from Artists (90%)
2. Behind the Scenes (83%)
3. Hear from Experts (54%)
4. High-Res Images (51%)
5. Ways to Express Opinion (44%)
6. Things to Take Away (41%)
7. Games (27%)

Responses were pretty evenly split on which kinds of tours we should create next with preferences expressed for tours of the permanent collection and the gardens and grounds.  Again, the rankings did not change when museum staff were removed from the responses.

This statistic is pretty hilarious to me.  Apparently, museum tours are informative, but boring!  Funny enough, it seems like museum professionals are the most critical of their own tours.  The non-museum respondents had better overall opinions of museum tours than that of the museum staff.  Seems like maybe we’re being a bit too hard on ourselves as museum staff and should focus on delivering a flexible experience with deep content as described above.

Responses from those who DO work in museums

Responses from those who DO NOT work in museums

For completeness, here are the remaining two questions regarding a little bit about the survey respondents. Overall not a huge dataset, but I think a really meaningful representative set for this museum anyways!

Have it Your Way!

Well, our intrepid team of media and software guru’s are busy preparing to launch our first outdoor mobile content tour to highlight the opening of 100 Acres this weekend.  Folks are a little bit frazzled and wishing for the sunshine, but I think we’re all universally excited about the incredible stories there are to tell in the park.

While we’ve ironed out our initial set of tour content for 100 Acres, we could use your help in planning the next great escapades we undertake for mobile content.  So, in the great tradition of McDonalds… if you could “Have it Your Way”, what should our next mobile tour look like?

If you’ll answer a few of these questions, I promise to come back next week and share with the class all we’ve learned from your responses!  We’ll take the best ideas from this survey and see if we can wrap them into our next mobile tour!

Thank You! -Rob

To coincide with the opening of 100 Acres, we are releasing a greatly enhanced mobile version of our site, with more content accessible from mobile phones. Anyone with a modern phone using Webkit (iPhone, Android, Palm Pre, etc.) can explore the IMA online by visiting http://www.imamuseum.org right from their device.

The cool thing is, our website automatically detects if you are on a mobile phone,  and you will be sent to the mobile version of the site. You’ll have quick access to upcoming events and general visitor information (hours, directions). You can also check out our twitter, facebook, flickr, and videos.

We’re excited to also release a rich experience in the 100 Acres section of the mobile site. In order to provide trail maps we turned to OpenStreetMap, which we like to describe as the “Wikipedia of maps”. Anyone can contribute and edit map data. You can draw new features directly on maps or upload GPS trails from a device. On our site you can toggle between trail maps provided by OpenStreetMaps or satellite imagery provided by Google. The map is also aware of your geolocation, and will place a blue dot exactly where you are in the park.

OpenStreetMap: The "Wikipedia of maps".

We are going to provide a rich mix of art and nature tour stops to give visitors access to videos, photos and text for specific locations in the park. We plan on updating nature stops to highlight when certain plants are in bloom and to show you where we see some of our furry friends.

100 Acres mobile landing page.

Toggle between satellite and trail maps.

Interactive tour stops for works of art and nature.

In the series of screen shots below you can see how to bookmark the IMA mobile web site on an iPhone to make it look and feel like a native application.

Press the "+" to add the site to your home screen.

Select "Add to Home Screen"

The site now acts like an app.

Mobile view of http://www.imamuseum.org

Don’t forget to take some time to look up from your phones when in 100 Acres!

Auto-rotate proved more confusing than anything else

Yes, the image above is supposed to be confusing. It’s one of the lessons learned from collecting feedback and tracking events on the TAP iPod tour for Sacred Spain. Patrons didn’t quite realize that as they interacted with the tour, we were secretly shooting off messages to a server.  We tracked everything from incorrect codes to device rotations.  All in all we collected over a quarter million events.  Almost half of those events were rotations of the application layout.  We heard back from people that they were “catching up with the rotations”.  Based on this we have decided to flat remove any rotation from the next tour. Everything will be in portrait mode with the exception of video playback.

Here’s a few more simple stats I pulled.

2,788 times TAP was launched during the Sacred Spain exhibition.

90,984 tour stops visited.

3,051 incorrect codes entered.

Interested in more?  Here’s a dump of the log file.

I invite you to experience the next TAP tour of our upcoming exhibition, Tara Donovan: Untitled.

Explore Tara Donovan: Untitled using the next TAP tour from the IMA

]]> http://www.imamuseum.org/blog/2010/03/25/tap-analytics/feed/ 0 Auto-rotate overload Splash screen for TAP Tara Donovan: Untitled http://www.imamuseum.org/blog/2009/09/01/an-early-look-at-tap/ http://www.imamuseum.org/blog/2009/09/01/an-early-look-at-tap/#comments Tue, 01 Sep 2009 14:47:15 +0000 Charlie http://www.imamuseum.org/blog/?p=7793 As publicized on the exhibition web site and in IMA’s Previews Magazine, we will be offering an iPod Touch driven multimedia tour of our exhibition, Sacred Spain, called “TAP into Sacred Spain”.  The software development side of TAP is mostly complete.  Now the work primarily lies in the hands of the content creators.  TAP’s software design is somewhat interesting in itself.  The content creators actually manage the tour content in a Drupal powered web site.  We can export the tour and all associated media from the site as a plugin for the iPhone application.  We developed an XMLSchema, TourML (pronouced “turmoil”), in which we conform to.  The Dallas Museum of Art is actually using the same format to drive a tour that is not a native iPhone app, but rather a mobile aware web site.  They have an excellent video podcast which describes this.  You can find out more about this collaboration and more by visiting the MuseumMobile Wiki.

I’m going to let the images do most the talking, but please note that none of the design or content is completely finalized below.