Presentation delivered @ the AAM Annual Conference 2013 in session entitled "Is it working?: evaluating the success of mobile apps" with Matthew Fisher, Nancy Proctor & Matthew Petrie. See Matthew Fisher's presentation here: http://www.slideshare.net/nightkitcheninteractive/is-it-working All icons used in the presentation are from The Noun Project and are Public Domain or CC0. The following icons are attributed under the CCBY license: Museum by Joris Hoogendoorn Camera by Stanislav Levin Survey Connie Shu Speech Bubble Convoy Interactive Social Media by Joris hoogendoorn Happy, Neutral, Sad & Shocked by Austin Condiff Newspaper by John Caserta Earth by Francesco Paleari Person by Paulo Sá Ferreira - Purple Matter Money by Luis Prado Code by Brennan Novak Speaker by Harold Kim Film by Björn Wisnewski Database by Anton Outkine Bullet by Brent Maxwell Cliff Warning by Luis Prado Computer by Alyssa Mahlberg

1. Is it Evaluating
the Effectiveness of!Mobile Apps!
working?!
May 21, 2013. AAM Annual Conference, Baltimore.!

3. Are Mobile Apps working?!

4. Elwood Haynes & America's First Car, 1894!
Why was the first car
designed like this?!

5. Elwood Haynes & America's First Car, 1894!
So what is the horse & cart of the app?!
When we make a new platform, we build with all
the limitations of the previous platform.!

6. The audio guide. It is a device the visitor borrows,
audio only & narrowcasting.!

7. =!
As the technology
progressed, the
ability to select
content through a
number system was
added.!

8. =!
First app
July 2009!

9. 1.5
2.5
3.5
4.5
To make accessible additional
interpretive content.
To diversify the institution's
public programmes.
As the primary
interpretation tool.
To facilitate access to opening
times / visit information.
To enable visitors to 'keep-in-touch'
with the institution.
To satisfy demand.
To raise the profile
of the institution.
To provide a more
interactive experience.
To attract new visitors
to the institution.
As a foreign
language provision.
As part of institution's
experimentation in engaging visitors.
To facilitate way-finding.
To keep-up with
current museum practices.
To generate revenue.
To provide better access for
visitors with special needs.
Specific funds were made
available for a mobile project.
Not Important Very Important
museums’ #1
objective for mobile
= experimentation!

10. Two perspectives for evaluating mobile: the visitors
perspective and the museum’s perspective.!

11. Visitor / users criteria!
Visitor survey!
UGC!
Visitor feedback!
Downloads!
Analytics!

12. Operational criteria!
New content / interaction possibilities!
PR!
CMS control!
Staff time!
Reach new audience!
Cost!
Maintenance!
Code control!

13. Spot the difference!
• Code control / ownership!
• Must borrow device / no
download.!
• Cheaper hardware!
• Key-pad based!
• Primarily audio!
• Control over content!
• Allows incremental dev.!

14. Apps are not the silver bullet!

15. Who here has a smart phone?!

16. Who has downloaded the AAM app?!

17. Who used the AAM app to come to this
session?!

18. 0
2.6
5.2
7.8
10.4
13
Ensuring the mobile experience
supported the institution's mission
Securing cross-departmental
buy-in / support
Designing the
mobile experience
Selection of the content
Production of the content
Identifying the most
appropriate technology platform
Selecting the appropriate
vendor / implementation partner
The technical development
of the experience
Encouraging take-up / usage
of the mobile experience by visitors
Evaluating the success
of the mobile experience
Keeping the experience
up-to-date
The resources required to
implement the mobile experience
The resources required to
sustain the mobile experience
Least challenging Most challenging
Yes, currently using mobile
No mobile, but have plans to
No mobile, and no plans to
Vendor or Researcher
Challenges of mobile!

19. Just because visitors
can use an app on
their phone that that
they will.!

21. Web traffic!

22. back then!
Web traffic!

23. then!
Web traffic!

24. then!
Web traffic!

25. then!
Web traffic!

26. then!
Web traffic!

27. now(ish)!
What next?!
Web traffic!

28. next / soon!
Web traffic!

29. next / soon!
Apps / the mobile web has forced museums
to think about how to remain relevant &
connected to users.!
Web traffic!

30. Are Mobile Apps working?!
Loic Tallon | loic@pocket-proof.com!