Gallery One, The First Year Sustainability, Evaluation Process,

and a New Smart Phone App

Museums and the Web 2014 – April 3, 2014

Jane Alexander, Chief Information Officer

Cleveland Museum of Art

Keeli Shaw, Interactive Project Director

Local Projects

Is Gallery One Working

ROI: Attendance Increased by 39%

Gallery One located in GREEN

Goals of Gallery One

Build audiences—including families, youth, school groups, and occasional visitors by providing a fun and engaging environment for visitors with all levels of knowledge about art

Highlight featured artworks to the Greater Cleveland community and the world

Propel visitors into the primary galleries with greater enthusiasm, understanding, and excitement about the collection

Develop and galvanize visitor interest, bringing visitors back to the museum again and again

Development efforts centered on providing a transformative experience.Allowing visitors to:

Feel empowered to browse, explore, and create personal meaning around the museum’s collection

Employ engaging interactives, that use investigative methods and tools for critical observation to develop an engagement with the collection and interpretive concepts about the collection

Create a personalized profile driven by their interests

Have Fun with Art

Use interactive games and interpretation as the spark for understanding, social

experiences with art, and…

Find transformative moments of discovery that make them relevant for today

Museum Community Success and Beyond:Cuyahoga County Public Library

Collection Wall projected on Museum’s south façade during Solstice party

Gallery One and ArtLens were the first beneficiaries of the museum’s digital

strategy

CMA wanted the technology implementation to be innovative, intelligent and in-line with tech industry best practices

Museum-wide Digital Strategy

Common Core Infrastructure

CiscoMesh Environment

High end cabling system

POWER

UPS and Generator Backup

CENTRALIZED STORAGE

DAM, CCMS, Backup, F Drive, Virtualized Servers

SECURITY

IP Cameras, Access Control, Monitoring

VIRTUALIZATION

Servers, Storage, Networks, Applications *

BUILDING SYSTEMS

Lighting Control, HVAC monitoring, Parking AutomationCOMMUNICATIONS

VoIP Phones, DAS*, Digital Radios, Paging System, VoIP Telco Service, Email

Integration

CO-TENANT SUPPORT

Network and Voice Access for Bon Appetit

WIFI

ArtLens, Guest Access, Centrally Managed

SECURE ACCESS

Firewall, VPN, Content Filtering, Multi Layer Protection, Remote Access

AUDIO VISUAL

Digital Signage, Board Room, Classrooms, Auditoriums

INTERNET ACCESS

OneCommunity, Access to Third Frontier and National Lamda Rail Networks, Ultra High Speed

CLOUD HOSTING VENDORS

BlueBridge (Archive), Amazon (ArtLens), Office 365 (Email)*WEBSITE

Internally Hosted, Secure Donation Portals

GALLERY ONE

Integration, Application Load Balancing

Common Core Infrastructure Technology

SystemsMarch 2014

* Denotes an item that is planned

END USERS

Mostly Laptops, Windows 7, Network Printing

ACTIVE DIRECTORY

Application Level Single Sign-on *

APPLICATIONS

Support Structure, Access Control

HELP DESK

User Support and Training

The CMA common core infrastructure platform built out as part of the recent renovation project has allowed us to implement technology that was not possible prior to the renovation. This platform gives us the ability to support multiple systems without the need to build out a separate infrastructure for each. This helps save resources both financially and in staff time to manage and operate. In addition, it allows for a quicker implementation of new and upgraded systems along with standardizing system support since we are leveraging this common platform

CMA’s Common Core Infrastructure Platform

NO ONE-OFFS!

Incomplete Mapping Tables

Data Scrubbing When your objects are projected on a large wall you have daily opportunities to “SEE” your data

Piction Upgrade: Flattening Data

CENTRAL TABLE – THE HOLY GRAILto capturing a visitor’s complete experience

Updating and Increasing the Wifi and Wayfinding throughout CMA’s galleries

Initial assessment of using Cisco WiFi for location tracking

Location Nodes: Put into the Light Fixtures

Node Dispersal: Navizon Locations within the Galleries

Cisco Access Point and Antenna

Example of Wireless Site Survey

Even though Apple indicates they support Fast Roaming for iOS based devices, we have found through testing and

consultants that it does not currently work.

North and West galleries do not have walls that go from floor to ceiling and have open areas.

BUT…What about iBeacon???

iBeacon is a proximity-based system that only allows for a very rough estimation of the nearness of a device (specifically far/near/immediate). So it can’t be used to determine absolute position, unlike a wifi trilateration system like Navizon.

Proximity-based wouldn’t necessarily be bad, it’s just a completely different paradigm for the application than what we’re doing now.

**However** -- it could be used in place of RFID to push notifications from the collection wall docks. If the device detects an “immediate” beacon, you’re docked. And you wouldn’t need to mess around with any peripheral stuff like RFID cards.

Also, iBeacon would work for android too!.

Preventative Maintenance and Troubleshooting

Technology design is focused on sustainability and reliability

1) Software developed to run on the servers to test the function of the displays and touch interactives and audio.

2) First step of diagnostics is to shut-down the exhibit software and test the complete path with the diagnostic software.

3) It is critical to the support of a complex interactive to have a method of troubleshooting that reliably identifies the difference between a hardware malfunction and a software application issue

All interactives can all be remotely rebooted via LogMeIn

A Gallery One Technician is scheduled at all times.

Help visitors of all levels use the technology

Content DevelopmentNot just the old strategies rehashed

Interactive installation spaces are not suited for all artworks

“Cornwall Circle” was replaced with Wilson’s “To Die Upon a Kiss”

Unforeseen Issues arise months after opening

In- House Evaluation ProcessOverall Research Objectives:

• Examine how visitors use Gallery One

• Evaluate impact of Gallery One and ArtLens technologies on museum experience

• Data leading the way into new objectives– Visitor perceptions and overall experience– Renovation and expansion

- (E.Bolander)

Methodologies Used for Phase 1

• Observations– Standardized tracking of visitors in Gallery One– 100 collected before and after install of Fred

Wilson

• Google Analytics tracking– Some insights on average time and overall usage

– (E.Bolander)

Methodologies Used for Phase 1

• Usability Tests– 30 structured

interviews per Lens– Observations without

explanation or assistance

– Follow-up interview– (E.Bolander)

Overall Lens Findings To Date• Generally positive response to all Lenses

during testing– Visitors define them as being for children,

young people, and/or family groups– Seen as being “introductory,” providing basic

knowledge and interesting stories– Enjoy the fact that it is “interactive”

– (E.Bolander)

Overall Findings• Observed Average

Time Per Lens– Sculpture: 3:03– Stories: 1:39– Lions: 2:25– Painting: 1:45– 1930’s: 1:30– Globalism: 1:37

Observed versus Analytics• Some discrepancies have been noticed,

likely due to time between visitor leaving Lens and Analytics noting the transition

• Averages are likely skewed due to some nearly immediate exits versus those who stay for longer lengths

- (E.Bolander)

Sculpture LensStrike a Pose game promotes the highest amount

of social interaction

– “Was really cool. Had to critically look at how figures were positioned. Nice to have feedback from object and adjust accordingly. You literally play with the art.”

– “This is the first interactive we did and the only interactive we did. I like this for the kids. It's more user friendly and engages on their level. Brings the art to life for kids and makes them look for similarities.”

– (E.Bolander)

Stories Lens70% accessed an art object

– “All the topics are clear and easy to understand. Easy to read and not a great deal of info, just a quick nice snapshot. Very nice!”

– “The convenience factor. You can look it all up right there.”

(E.Bolander)

Stories LensOrigin game

– Average time spent: 2:38– “I liked watching the Stories Through Time, nice because

I didn't have to do anything, like watching YouTube video and I also got to learn something about art too.”

– “Quizzing; the guessing portion made you look at them more closely, good doorway to interaction.”

– (E.Bolander)

Stories Lens

Make a Story game

– More time spent on comic versus film (average 30 seconds more time)

– Both played a relatively equal amount

- (E.Bolander)

Lions LensHighest use of clicking on images to learn about the

objects (97% of usability tests)

– “Zoom in and see stuff that you might be too afraid to get too close to look at. Interesting facts it gives you that aren't on the wall.”

– “I guess the questions you would ask may not occur to you to ask. More questions may prompt you to think about it more.”

– (E.Bolander)

Lions Lens

Lower percentage of people played Voting game (23% of usability participants)

– Those who did play had a relatively high staying time (average of around 2:49)

- (E.Bolander)

Painting Lens• Higher art selection (77%), but usage is more

dispersed throughout the available content

– Most commonly selected object: Picasso (Panini and Mitchell close behind)

– “The fact that it is interactive. We can find more information about what we want to learn which makes for a personal experience.”

– (E.Bolander)

Painting LensPainting/Canvas activity most highly accessed

game (over 5,788 to date)

– Highest average time spent compared to all games– High use among varied demographics

Remix Picasso very popular (52% of usability tests)– (E.Bolander)

Painting Lens

Choose a Reason– Third most accessed game on Lens

Perspective– Low average time spent (1:18)– “To see the artists idea of vanishing points

and then being able to play with it.”– (E.Bolander)

Globalism Lens

High number of art objects accessed (93%)

– “I like to see where things are made and the influence. Also, where they are originated.”

– (E.Bolander)

Globalism Lens• Both games frequently used• Make a vase

– Shorter time spent (less than 2 minutes on average)– “The game because we're like children its fun to mix and match

the influences.”

• Connections– Spend an average of 2:39 on this game– “Matching the influences and making aware of how they are

connected and seeing examples.” (E.Bolander)

1930’s Lens86% of usability respondents selected the art

objects

– “Stepping into the 30s. Informative.

– “I liked how with the bowl and sculpture, you see parts you didn’t normally see with lighting. Inside bowl too.”

– (E.Bolander)

1930’s Lens

Video– Average time: 1:53

• Video length closer to 3 minutes• Indicates most visitors leaving before completion

– “Video gives you a lot more info and period of time. I like being able to see art in context, with people.”

- (E.Bolander)

1930’s Lens

Line drawing– Very popular and higher staying power (2:44

average)– “Drawing lines brought things up that I

wouldn’t have looked at, related back to 1930s”

- (E.Bolander)

“I didn't notice the actual art.”(some didn’t notice but they were interested enough to ask “where is it” )

Vendor Partnerships: Key to Launch and Post-Launch

Development of ArtLens for iPhone and Android

Analytics: Day 1 to TodayAnalytics Implemented: • January 2013 - iPad only• December 2013 - iPhone added • April 2014 – Android added

Current Device Use:• 71% iPad, 26% iPhone, 3% iPod Touch • We had 14114 new users = unique users

Proving AssumptionsWho are our users?• On-site sessions: 61%• Offsite-sessions: 39%

Duration:• Avg session duration: 12:11min• On-site: 18:23min• Off-site: 2:30min

Visitors using Image RecognitionSite Specific Functionality – Image Recognition

Scanning:

• On-site:116k • Off-site: 5k (in-house use for testing mostly)

Takes < 5 sec to work (any longer people think broken)

• On-site: 58sec (people will read hot-spot information)• Off-site: 27sec (people will read hot-spot information)

Social Media

….No one sharing art….Use Your Budget Elsewhere!• Share via Facebook:• 615 (0.3% per session)• Share via twitter: • 179 (0.09% per session)

Visitors do Share from Sculpture Lens -images of themselves with the art

Keeping up with TechnologyUsers Update! Really, really quickly• OS Versions (March):• 65% 7.0• 25% 7.1 *• 10% rest

OS Versions (February):• 90% 7.0• 10% rest

*released on 3/10 adoption rate was 18%

72 hours after release

CURB THE CUSTOM?

• More ‘exceptions’ = More likely to break with version & device updates

• Capitalize on inherent iOS GUI wherever possible

DIGITAL STRATEGYIt’s all about big picture

Gallery One – 2.01) Locative Media and Voice Recognition2) Omni-Channel Approach: track visitor pathways throughout the museum and personalize their experience via additional interfaces 3) Developing deeper analytics4) ArtLens for special exhibitions5) Visitor Creativity6) Keep tweaking the Wayfinding

THANK YOU@janecalexander