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
