Studio Case 1: ARTLENS Gallery EL Museo Digital Symposium Mexico City 2017

1. EL MUSEO DIGITAL
Futuro Y Posibilidades
Mexico City, November 14, 2017
STUDIO CASE I:
ARTLENS GALLERY
Designing Meaningful, Barrier-Free Digital Experiences
with Museum Collections

2. Phillip Tiongson
Founder and Principal,
Potion
@philliptiongson
Jane Alexander
Chief Information Officer,
The Cleveland Museum of Art
@janecalexander

4. Original Gallery One

5. “People come to museums for storytelling
and engagement… and technology needs
to facilitate that”
— The New York Times (2013)
Original Gallery One

6. ATTRACT, ENGAGE, ENTERTAIN, AND CONNECT
Build Audiences: Including families, teens,
school groups, and occasional visitors
Provide 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
Original Goals for Gallery One

7. “We are Deeply Committed to the Use
of Technology as an Interpretive Tool”
— William Griswold, Director of the Cleveland
Museum of Art, MW Tour April 2017

8. Gallery One was always considered a “proof of concept”
for the museum, rather than an endpoint
Utilize a cross-collaborative museum team to re-envision
technology, design, pedagogy, and artwork
Improve and update each component: the past four
years have allowed time to interview visitors, track usage,
and evaluate effectiveness
Create all components to be modular, scalable and pull
live from the backend
Make evergreen experiences
Inspire people with new tools to experience the artwork
Why Change Gallery One?

9. Brainstorm Sessions
Delegation of bright museum minds:
Cleveland makers, international colleagues
from seven museums, and a cross-
collaborative team of CMA staff
Why? To get new and fresh perspectives on
the original implementation of Gallery One
To get different perspectives on how to
improve pedagogy, game play, and learning
outcomes, while still being magical

10. INTERNAL Brainstorm Sessions
Cross-Collaborative museum team
Curatorial, Exhibitions, Interpretation,
Design, Applications, and Technology work
together to create thoughtful pedagogy that
can be supported by The Cleveland
Museum of Art’s encyclopedic collection

11. Attract adults, middle school children,
teenagers, and their families, with a focus on
non-traditional first-time visitors who are
apprehensive about the traditional gallery
experience
ARTLENS Gallery encourages engagement
on a personal, emotional level
Take away the intimidation of the art museum
to build appreciation for art
ARTLENS Gallery will create a stronger
connection between visitor and art by asking
questions which ignite your emotions and
intellect
Introduce the museum in a more
user-centered and still innovative
environment
Encourage visitors to look closer, dive
deeper, and begin a relationship with the
collection
ARTLENS Gallery Goals

12. Original Gallery One
Gallery One
Local Projects
STUDIO
PLAY
GALLERY ONE
PROPER
COLLECTION
WALL
FOCUS
GALLERY

13. EXHIBITION
Potion
BEACON
Dome Collective
STUDIO
Design I/O
WALL and APP
Local Projects
ARTLENS
STUDIO
ARTLENS
EXHIBITION
ARTLENS
WALL
FOCUS
GALLERY
Introducing the ARTLENS Gallery
ARTLENS
BEACON

14. Introducing the ARTLENS Gallery
ARTLENS Studio

15. Introducing the ARTLENS Gallery
ARTLENS Wall ARTLENS App

16. Introducing the ARTLENS Gallery
ARTLENS Exhibition

17. Redesigned faster and smaller
Takes up less memory than the Facebook
app, available on Android and iOS devices
Responsive wayfinding using iBeacons
throughout the museum
All of our systems pull live content, writing it
once and then updating it everywhere
Connects to Wall and Interactives through
Bluetooth
Glue to the ARTLENS Experience
Phase 1: Rearchitect ARTLENS App

18. Real-Time
Bluetooth Sync
Make It Easy

19. Phase 2: ARTLENS Studio

20. What Worked…

21. …What Didn’t Work

22. Connect what visitors do in
Studio Play with what they see
in the museum
Barrier-free technology that
allows for virtually touch-free
interaction
A space for intergenerational
learning, ages 5 and up
Inspire gallery exploration with
greater understanding and
enthusiasm
Reveal, Zoom, Line and Shape Encourages You to Look Closer at Art
Create Your Own Masterpieces with Pottery Wheel, Collage Maker, Portrait Maker
New Goals for ARTLENS Studio

23. Summative Research on ARTLENS Studio, 2016
Overall Experience:
66% rated Excellent (5 of 5), 87% rated (4+ of 5)
— Elizabeth Bolander

24. Prototype of Strike a PosePrototype of Dress Me Up Designing the Space
Iterative Prototype Testing

25. Where Are People Spending Time?
• Meraki Installed throughout the museum
to capture visitor’s location and time
spent in museum
What Are People Taking Away?
• iBeacons allow phone to connect with
any interactive, replaced RFID
technology, improved wayfinding
capabilities
What are People Trying To Do?
• Google Analytics connected to
interactives
Are People Getting To the Galleries?
What Do We Really Want To Know?

26. Communicates unity of ARTLENS
Experience
Introduction to the space by
welcoming visitors
Display Visitor-created content
Reinforce wayfinding and connect the
Studio, Exhibition, Wall, and App
Propel visitors into the primary galleries
ARTLENS Beacon

28. FLEXIBLE AND FULLY–INTEGRATED

30. STANDARDIZED DEVELOPMENT ENVIRONMENT

31. ARTLENS Exhibition: Pedagogy

32. Original Gallery One:
• Interactives organized around a pedagogical
theme
• Each artwork was example of single concept, so
an artwork could be in the LIONS lens or
GLOBALISM lens, but not in both
ArtLens Exhibition:
• The interactive games were developed by a
cross-collaborative museum team, centered
around four key themes:
COMPOSITION
SYMBOLS
GESTURE AND EMOTION
PURPOSE
• Every artwork is now associated with at
least two themes
• Interactives are organized to facilitate learning
about all concepts relevant to an artwork
• Now, artworks are investigated in their
entirety
ARTLENS Exhibition: Pedagogy

33. COMPOSITION SYMBOLS GESTURE & EMOTION PURPOSE
ARTLENS Exhibition: Artwork and Themes

34. COMPOSITION SYMBOLS GESTURE & EMOTION PURPOSE
ARTLENS Exhibition: Artwork and Themes

35. • Focal point of the ARTLENS Gallery
Experience
• Intertwines art and technology
• You see an artwork on display, and its
projection draws you to look at the piece in a
different way
• Barrier-free space
ARTLENS Technicians always
stationed in Gallery to assist
visitors and troubleshoot
ARTLENS Exhibition

36. Ready?

38. 2 seconds

40. 15 seconds

41. An average viewer goes up to a
painting, looks at it for less than
2 seconds, reads the wall text for
another 10 seconds, glances at the
painting to verify something in the
text, and moves on. Another survey
concluded people looked for a median
time of 17 seconds. The Louvre found
that people looked at the Mona Lisa
an average of 15 seconds.
—James Elkins, Art Critic and Historian
School of the Art Institute of Chicago
‘Looking’ in a Museum

42. Why do visitors spend so little
time looking at art?

43. Are they uncomfortable?

44. ARTLENS Exhibition
ARTLENS
EXHIBITION
EXHIBITION
Potion

45. Gallery One

46. Can we equip visitors with tools to look more closely at art?
ARTLENS Exhibition

47. Get Close
CMA ARTLENS Exhibition
Cleveland, OH

48. Compare and Contrast

49. Strike a Pose

50. Strike a Pose

51. Strike a Pose

52. Strike a Pose (Together!)

53. Strike a Pose (Together!)

54. CMA ARTLENS Exhibition
Cleveland, OH
See How I See

57. How do visitors feel?
Since 24 Aug, we recorded
29,268 reactions to art.

58. How do visitors feel?
So far,10,346
artworks made
visitors feel
HAPPY.
Since 24 Aug, we recorded
29,268 reactions to art.

59. Get a Mission

60. What do educators and curators need to create evolving digital spaces?
ARTLENS Exhibition

61. Free the Art

62. (The Old Label)

63. What do educators and curators need to create evolving digital spaces?
ARTLENS Exhibition
Relate Physical to Digital.
Free the Art.
Attract Attention.
Show More.
Play with Scale.
Author ‘New Labels.’
Sense the Visitor.
Own the Process.

64. Curators and educators
need programmatic tools to
make digital exhibition spaces
sustainable, relevant, and
engaging.
ARTLENS Exhibition

65. Can we equip visitors with tools to look more closely at art?
ARTLENS Exhibition
Get Close.
Point at Things.
See the Invisible.
Become an Artist.
Compare and Contrast.
Wear the Art.
Mash It Up.
Find the Symbols.
Strike a Pose.
Engage with Art Together.
See How I See.
Show What I Feel.
Get a Mission.
See Yourself in Art.

66. We are teaching visitors
how to look closer at art
and giving them tools to use
for the rest of their lives.
ARTLENS Exhibition

68. 25,333 artworks explored
Average of ~37 artworks per hour!
Game Analytics
Google Analytics, 24 Aug – 31 Oct 2017

69. Gaze Tracker Analytics
3,969 artworks viewed
~76 sec of engagement
per artwork
Google Analytics, 24 Aug – 31 Oct 2017

70. • Some are interested in seeing the artworks,
but do not intend to specifically find them.
• Some plan to actively seek out artworks
pictured in game.
• Some plan to use skills acquired in the
galleries with other artworks.
94% want to see the art in person!
Gallery One 2.0 Prototype Testing Second Round, January 12 –16, 2017,
Elizabeth Bolander & Hannah Ridenour, Office of Research and Evaluation, Cleveland Museum of Art
Prototype Evaluation Findings

71. Art tells universally relevant stories
precisely because they are the
embodiment and expression of the
human experience.”
— Dr. William Griswold
Director, The Cleveland Museum of Art
Huffington Post, 14 May 17
“

72. THANK YOU / MUCHAS GRACIAS
@philliptiongson@janecalexander