whats the point? two case studies introducing digital in-gallery
TRANSCRIPT
WHAT’S THE POINT?Two Case Studies of Introducing Digital In-Gallery Experiences
Museums and the Web 2015
Silvia Filippini-Fantoni@silviaff20@imamuseumDirector of Interpretation, Media, and Evaluation
Margaret Collerd Sternbergh @margienchargie@phillipsmuseumManager of Digital & In-Gallery Interpretation
Vivian DjenMarketing Communications Editor
• Washington, DC
• Founded 1921
• Modern and Contemporary
• 65 full-time staff
• Mission:
“An intimate museum
combined with an
experiment station”
• Indianapolis, Indiana
• Founded 1883
• Encyclopedic collection
of 54,000 works
spanning 5,000 years
• 152 acres of land
(gardens and park)
• 2 historic homes
• 184 full-time staff
• Visitor-centricity
WHAT’S THE POINT?
Face to Face: The Neo-Impressionist Portrait
IMAJune 15-September 17, 2014
Neo-Impressionism and the Dream of Realities: Painting, Poetry, Music
The Phillips CollectionSeptember 27, 2014-January 11, 2015
WHAT’S THE POINT?
THE APP
WHAT’S THE POINT?
THE APP
APPROACH
WHAT’S THE POINT?
TOP-DOWN APPROACHNew collaborative exhibition development model
- Core team: curator, an interpretation specialist, an evaluator, a designer, and an exhibition manager
Old model
New model
WHAT’S THE POINT?
TOP-DOWN APPROACHNew collaborative exhibition development model
- Big idea: identification of the main thesis and learning outcomes
WHAT’S THE POINT?
TOP-DOWN APPROACHNew collaborative exhibition development model
- Evaluation: carried out at multiple stages
WHAT’S THE POINT?
BEFORE
WHAT’S THE POINT?
AFTER
WHAT’S THE POINT?
HIGHER VISITORS’ SATISFACTION BETTER COMMUNICATION OF KEY MESSAGES
BETTER INTEGRATION OF INTERPRETIVE TOOLS
40-60% 60% 30-50% 30-50%
WHAT’S THE POINT?
GROUND-UP APPROACHStarting with smaller experiments and building on existing structures and programs
- One-time experiments: monthly Phillips after 5 event with crowd eager to experiment with technology
- Long-term project: uCurate as part of Made in the USA
WHAT’S THE POINT?
INSTAGRAM LEGO CHALLENGE
WHAT’S THE POINT?
DIGITAL LITE BRITES
WHAT’S THE POINT?
uCurate and Made in the USA
www.phillipscollection.org/ucurate
IMPLEMENTATION
WHAT’S THE POINT?
POINTILLIZE YOURSELF
WHAT’S THE POINT?
#NEOIMPRESSED
WHAT’S THE POINT?
#NEOIMPRESSED
EVALUATION
WHAT’S THE POINT?
POINTILLIZE YOURSELF: OBJECTIVES
• Engaging visitors of all ages
• Support social interaction
among visitors
• Promote the exhibition via
sharing
• Promote a positive attitude
toward the IMA as an
engaging institution
WHAT’S THE POINT?
VISITING WITH OTHERS71%
VISITORS AGED 45+59% younger visitors more likely to use it
AVERAGE SATISFACTION4.73/5
USAGE 61% of exhibition visitors 777 SURVEYS
30 INTERVIEWS
WHAT’S THE POINT?
WHAT’S THE POINT?
VISITOR INTEREST92% of visitors would participate in the future
IMPRESSIONS919,461 on Facebook, Instagram, and Twitter
USAGE 15% of exhibition visitors
MEASURABLE OUTCOMES
DESCRIPTIONS“fun” “easy” “not overdone” “should be done sparingly”
WHAT’S THE POINT?
13 IN-GALLERY INTERVIEWS
3 QUESTIONS
● What can you tell me about using the app?
● Would you participate in something like this in the
future? Why or Why not?
● Do you think museums should offer participatory
experiences like this? Why or Why not?
WHAT’S THE POINT?
WHO WAS USING #NEOIMPRESSED?
WHAT’S THE POINT?
WHO WAS USING #NEOIMPRESSED?
WHAT’S THE POINT?
HOW WERE THEY USING THE #NEOIMPRESSED?
WHAT’S THE POINT?
HOW WERE THEY USING THE APP?
WHAT’S THE POINT?
HOW WERE THEY USING THE APP?
WHAT’S THE POINT?
HOW WERE THEY USING THE APP?
WHAT’S THE POINT?
INDICATORS OF ENGAGEMENT
LESSONS LEARNED
WHAT’S THE POINT?
POINTILLIZE YOURSELF: LESSONS LEARNED
• Positive feedback confirmed
the need for more interaction
• Sharing on Facebook via the
app was limited (4% of total
users)
• Confirmed the success of the
exhibition development
process
• Installation in Star Studio and
permanent collection
WHAT’S THE POINT?
LESSONS LEARNED: MORE USER TESTING
WHAT’S THE POINT?
LESSONS LEARNED: BUILD IN TIME FOR MAINTENANCE
WHAT’S THE POINT?
LESSONS LEARNED: PICK YOUR BATTLES
WHAT’S THE POINT?
CONCLUSIONS: What’s the point?
- Small projects can be a starting point for any institution
- Structure needed to make things happen long term
Margaret Collerd Sternbergh@margienchargieThe Phillips CollectionManager of Digital & In-Gallery [email protected]
WHAT’S THE POINT?
Silvia Filippini-Fantoni@silviaff20Indianapolis Museum of ArtDirector of Interpretation, Media, and [email protected]