Tate Britain wanted to provide consistent content to visitors across different devices and contexts in a sustainable way. They conducted mobile audience research at several museums which found that most visitors owned smartphones and were willing to use apps for content before, during and after visits. Tate Britain then created a mobile-optimized website and app called Tate Britain Tour to provide interpretive content to visitors on their personal devices both in the gallery and off-site.
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MCN 2013 Tate mobile guide on the web
1. Reshaping user
experiences
for multiple contexts
and devices
Tate Britain mobile guide
on the web
Presented by
Martha Henson @marthasadie
Tijana Tasich @teengily
2. 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?
3. 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
5. 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
33. 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
