ActivArt Research and Design Process
The Problem
In what capacity can art museums utilize interactive interpretive technology to captivate and involve visitors in a manner that offers them an additional layer of engagement during, and even after, their museum visit?
The Project
Through my examination of existing applications, several inquiries emerged. How much information is excessive? Which method of presentation is most effective? How can we engage the user (visitor) to pursue deeper understanding while also fostering curiosity?
Considering the objectives of digital enhancement is crucial. In museums worldwide, the placard accompanying most artworks typically provides just the title, artist, and date. This minimal information fails to convey the rich narratives and histories embedded in the pieces. I am convinced that by revealing these stories, symbols, and histories, we can spark curiosity and foster connections with other cultures and concepts.
ActivArt is a mobile app that is activated by a 4-digit alphanumeric code system. The code system will be integrated on select art piece throughout the museum. The code will be printed on the museum labels currently located next to the artwork. Using an alphanumeric code on the museum labels is an easy, inexpensive way for museums to incorporate the ActivArt app into their galleries.
Once the code is entered, the app will send the user to a host of information about that particular piece. The main objective will be to have an extended engagement with the artwork that emerges the visitor to gain a higher level of enrichment with the artist, the piece and the medium used. The ActivArt app user will have a variety of options to choose from and interact with, including the ability to connect to activities and information that can be downloaded, emailed or saved. This will offer ActivArt user the ability to take their experience beyond the museum walls.
ActivArt Competitive Analysis
The Life of Art App
The Life of Art app offers fascinating insights into the journey of specific artworks into the Getty’s collection, allowing users to explore four distinct objects from the collection on a personal level. The app showcases detailed high-resolution images, videos, and animations for each piece. A standout feature of this app is its navigation; the user interface of The Life of Art is remarkably user-friendly. By simply tapping the cropped image of an object on the main screen, users are directed to that object’s interactive page, which immediately presents a beautifully rotating image of the piece. This interactive element is highly engaging, with the object rotating slightly before pausing. Then, tabs appear, inviting the user to delve into the object’s details and backstory. Users can select tabs to explore further, leading to separate screens filled with information, images, animations, and interactive elements about the medium’s origins and history. Additionally, users have the option to discover how the object was displayed or used in its original context.
Throughout the app, “Did You Know?” hotspots can be tapped to uncover trivia facts related to the object, enhancing the learning experience. Users can swipe to transition to additional pages for more historical insights. A particularly compelling aspect of the app is the opportunity to examine the object’s details through high-fidelity photographs, including extreme close-ups that reveal even more about the object’s history and significance. Each image is accompanied by detailed historical narratives, enriching the user’s understanding and appreciation of each piece.
82nd & Fifth App
The “82nd & Fifth” app showcases a unique collection of 100 artworks, each selected by one of the Met’s 100 curators. These pieces are special because they represent a pivotal moment for the curators, altering their perception of the world. Each curator provides a personal narration, sharing why the artwork resonates deeply with them. What captivates users from the start is the app’s intuitive navigation. By simply tapping on a cropped image of an artwork, the corresponding video narration opens. The app offers various ways to explore these narrated pieces, allowing users to browse through thematic groupings or view all episodes in a grid layout. Additionally, users have the option to ‘star’ their favorite videos, creating a personalized playlist of episodes. This feature enhances the user experience, making it easy to return to and explore chosen works in depth.
Rijksmuseum App
Numerous museums are adopting digital technologies to enrich the visitor experience at various stages of their visit, including before, during, and after their presence in the museum. For instance, the Louvre provides an innovative option for visitors by offering a Nintendo 3DS equipped with a comprehensive audio guide covering its entire collection. As visitors navigate through the Louvre, the 3DS’s interactive map monitors their location, offering step-by-step guidance through the museum. “The device not only offers audio commentary but also includes 3D photos of the galleries, high-definition artwork images, and 3D reconstructions that assist in exhibit identification and provide additional information” (Louvre). Similarly, the Denver Art Museum leverages digital technology to augment its collections and engage visitors. Within their Threads Studio, they’ve introduced an interactive touchscreen table that acts as a digital extension of the Thread Studio exhibit. This table allows visitors to explore the displayed items in greater depth, featuring videos, background details, and links to related artworks throughout the museum.
ActivArt Personas
See process book for complete details.
ActivArt Field Testing
For the UX testing phase, I collaborated with an assistant and we visited the Denver Art Museum to gather firsthand feedback from the visitors. We dedicated four hours of our time on a bustling free-entry first Saturday in April, coinciding with the Easter holiday weekend. During this period, we managed to engage 32 different groups, couples, or individuals in our testing process. Some of these groups included three or more individuals who each interacted with the ActivArt app on two iPads that we had made available for the purpose. Participants also completed a questionnaire to provide their personal feedback. Overall, we collected insights from 56 individuals, whose ages ranged from roughly 13 to 72 years, with a significant number of participants falling within the 25 to 45 age bracket. Field Testing Script and Questions.
“Really liked the total experience. I liked the variety of options to tap on and learn more about the paintings. Is there other paintings in the museum on the app?”
Visitor UX Participant
“I love all the history that you can resource about the artist and work. I am a high school teacher and this would be a great way for my students to tour the museum on a field trip.”
Visitor UX Participant
“I would definitely download and use an app like this if it were available. So often I want to learn more about a particular art piece and there is no information beyond the basic museum plaque available.”
Visitor UX Participan
“I thought the navigation was easy to use. I had a couple technical issues. I tapped several times to get things to work. I don’t really use technology that much, but if it were readily available I would probably use it.”
Visitor UX Participant
“I really liked the app. I thought it explained the artist and the symbolism behind the paintings. Being able to learn about the other paintings in the series was particularly interesting.”
Visitor UX Participant
Conclusion
The initial target demographic for ActivArt was identified as visitors aged 41-65. However, UX testing at the Denver Art Museum indicated that this age range could be expanded to include individuals aged 25-65. The testing showed that younger visitors were also highly likely to engage with ActivArt or a similar offering if it were available.
ActivArt is designed to provide museum visitors with user-friendly options for exploration, discovery, and interaction as they navigate through the museum’s most celebrated works. Its foremost aim is to augment the visitor experience by introducing an extra layer of interaction during and after their visit to the museum. The app’s social features introduce a novel way for visitors to engage with the artwork, museum staff, and each other. As a repository of visitor feedback, ActivArt grants museums access to extensive comments and data, enhancing their understanding of visitor preferences. Moreover, the social functionalities of ActivArt open up numerous marketing opportunities for museums to enhance their visibility, promote events, and increase brand awareness.
Lindsey Housel, my SME collaborator from the Denver Art Museum, informed me that the museum has been approached by various developers offering a range of apps in the past. These offerings typically positioned the museum at either end of the control spectrum—complete control or none at all—options that do not align with the Denver Art Museum’s needs. The ActivArt app, on the other hand, is designed to facilitate a collaborative information transfer from the museum’s resources to the app, allowing each museum to maintain an appropriate level of content control without being burdened with all aspects of content creation. As a standalone product and business, ActivArt aims to be marketed to multiple museums, ensuring users can enjoy the reliable ActivArt experience across various favorite venues. By targeting a broad spectrum of museums, the ActivArt brand seeks to become a recognized name synonymous with enhancing the visitor experience. With its distinct branding and design, ActivArt is positioned as a customizable template for museums to incorporate their collections, tapping into a network of museums and ActivArt’s dedicated user base.
