Reshaping user experiences for multiple contexts and devices Tate Britain mobile guide on the web

Presented by Martha Henson @marthasadie

Tijana Tasich @teengily

How can Tate provide a useful and consistent content offering to visitors on different devices in a variety of contexts? How can it be done sustainably, and at a reduced cost?

Seize the opportunity

Opening of the new Tate Britain

+ Lack of traditional in-gallery interpretation

+ Mobile-optimised website

+ Increasing no of website visits on mobile devices

Visits to the website - October 2013

London, Dec 2012/Jan 2013 Mobile audience research Imperial War Museums, the National Gallery and Tate Aim of the research: 1. To understand the typical needs and desires of visitors to the museums and galleries 2. To identify ways in which smartphone users interact with museum/gallery content 3. To identify a set of characteristics that are typical of different groups of visitors within the context of museums and galleries

Demographics Majority from the UK 43% over the age of 55

Smartphone use 68% of participants owned a smartphone

Motivations for visiting

Types of visitors

Engaging with content

Before, during and after the visit

Before the visit

During the visit

After the visit

Willingness to use their own device

Reasons not to use their own device

Expectations for content longevity

Expectations for amount of content

Interpretation challenge

Apps as the default

On laptop/desktop

On mobile (iPhone and Android)

lainvencionconcreta.org

www.tate.org.uk/tbtour

www.tate.org.uk/tbtour

Presented by

Martha Henson @marthasadie Tijana Tasich @teengily Special thanks to the production team: Emily Fildes, Rich Barrett-Small, Toby Bettridge, Philip Glanville, Alex Pilcher, Alexey Moskvin, Gillian Wilson