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!

Are Mobile Apps working?!

Loic Tallon | [email protected]!