The early visual

Visually engaging audiences earlier and keeping them activated post visit

Starting conversations earlier and away from the Gallery will engage a wider audience engagement in forthcoming exhibition content. Thinking of the whole visitor journey from first touchpoint to museum to post visit is integral to an intergrated communications strategy.

Before

An introduction via a new visitor experience App or ‘cheat sheet’ could help facilitate conversations with friends & family. A way to choose and share faviourite artworks or discuss themes or ideas associated with the artists work, stories behind objects in the exhibit would empower the visitor and give them a voice to discuss the show in advance of its opening. Practical tools such as shared calendars to plan a group trip using a similar system to Huddle and one touch booking could help turn potential visits into real ones. Group discounts could act as an incentive to book in this way.

During

Designing a new interface, a way of referring back to these conversations, updating them by adding notes, ratings or amending disscussions with friends would enhance interaction if managed in areas or zones outside the exhibition and could tie into Bloomberg Connects.

Post

Rating your visit, adding comments and positive responses such as sharing or recommending the exhibition could be rewarded with a discount on the next exhibition.

Examples

We could develop a way to visualualise visitor numbers and distribution through the use of colour, this could be displayed live on a designated URL using data from door readers. Colours could create moods for the building online or directly link to lighting in the building to enhance moods of visitors or direct people to an event by showing where high densities of visitors are congregating.

Examples: Live tube map EU Elections in tweets

The RA have developed a new website which went live in March 2014. This is just part of an ambitious project to open up the Academy to provide new ways to engage with art and artists. The website has simplified content into Exhibitions, News and Artists, making the point that the next generation of artists will be trained on-site. As a place of world-leading artists and architects to be celebrated.

Part of this digitalistaion project involves a new dedicated members App which will provide specialised event and member benefits to a new, younger generation of members. App users will get information earlier as a work in progress from the curator.

Members can bookmark content and the app will provide more examples of simlar content, creating a personal experience pre, during and post their visit.

Conclusions

Increasing the exhibition experience for the visitor through the use of an interactive tool would build loyalty. An App is a better solution then a dedicated URL for members, URLs have a lower barrier and are used for one time use. Apps can save data, giving specific recommendations and respond to a users interests.

A way of linking the virtual with the physical building use has interesting ramifications for the way visitors undersatnd and use the space. It would also make the organisation think of the physical in a new perspective.