Tag Archives: audio tour

App Spotlight: Toledo Museum of Art

25 May

Toledo Museum of Art Audio GuideQ&A with Maria Iafelice, Docent Program Manager at Toledo Museum of Art

Since its founding in 1901, the Toledo Museum of Art’s mission has been art education and it has earned a global reputation for the quality of their collection, their innovative and extensive education programs, and their architecturally significant campus. More than 30,000 works of art represent American and European painting, the history of art in glass, ancient Greek, Roman, and Egyptian works, Asian and African art, medieval art, sculpture, decorative arts, graphic arts, and modern and contemporary art. The app provides content that caters to a variety of audiences and allows visitors to explore the galleries in alternative ways.

Q. How does the app enhance the visitor experience?

A. 
TMApp integrates technology into the gallery experience and provides a sensory learning opportunity for visitors to look, listen and learn; we know that people learn in different ways. Additionally, TMApp creates an opportunity for new audiences to access and connect with our collection and for current audiences to see it in new ways. TMApp allows us to communicate with our visitors and also help them to navigate the space.

Q. The app features a very unique approach to an audio tour, with original poems inspired by the TMA collection penned and read by revered Irish poet Paul Durcan. Was it always the intention to use his work in the app when he began his residency at the museum?

A. 
It was a great honor to have Irish poet Paul Durcan write a book of poetry inspired by works in the TMA collection. While working on the project, we knew we wanted to incorporate his poetry in the galleries. The timing of his public poetry readings and the beginning of our relationship with OnCell was happenstance. This audio tour inspired another poetry-related audio tour that’s currently in the works.

Scavenger narrator Cardinal Antonio Barberini gives users clues to locate an animal on the loose in the galleries.

Q. Another unique feature of the app is a “wild animal hunt” for a creature who has found its way out of an artwork and prompts families to follow clues around the museum.  What inspired you to create this experience in the app?

A. Because the Toledo Museum of Art has a long history of immersing children in the world of art, we believe that it’s never too early to start the learning and engagement process. The goal of the Escape! scavenger hunt on TMApp was to have a fun and playful way for families to explore the galleries and to look closely at works of art.

Q. How has the app been received by visitors and colleagues?

A. We’ve received a number of positive reviews including a young visitor who was so excited about the scavenger hunt that he wanted to come back the next day to explore again!

Q. How do you plan to leverage the app builder to share new content?

A. We’ve used the builder to ensure the app is updated and reflects rotating exhibitions. For example, visitors were able to dive deeper into our special exhibition Kehinde Wiley: A New Republic with a mobile guide that includes artist interviews, with video and audio interviews with the artist; images of the Old Master works of art that were the sources for poses, titles, and other details; audio commentary; and other contextual information. We have also used the guide to include information about TMA collection connections, a soundtrack (on Spotify) inspired by the exhibition and created by the TMA Teen Apprentices, and a selection of audio descriptions for visitors with vision impairments. Visitors can look forward to new guides coming this spring that will include accessibility features including extended audio descriptions.

Q. What advice would you give to other organizations who are looking to create an app?

A. You don’t have to do it alone. This project is a collaborative effort across multiple departments including Information Systems, Marketing and Education & Engagement which has been important in the development phase. Additionally, frontline staff has been leveraged to promote the TMApp experience.

The TMapp app features original audio and poetry, gallery tour, an interactive scavenger hunt, and essential visitor info such as admission and floorplans. The app will soon be paired with location-aware beacons to help visitors discover content. It is available for download on iOS in the App Store and Android in Google Play. Access the web app on any web-enabled device at TMAapp.oncell.com.

App Spotlight: Texas Time Travel Tours

7 Jul

Q&A with Susan Shore, Heritage Tourism Program Specialist at the Texas Historical Commission

Texas Time Travel Tours, the mobile app created by the Texas Historical Commission, is a true portrait of Texas. The app features over 550 sites, 170 of which are highlighted with audio and video. Currently there are seven statewide tours in the app and one site-specific tour for THC historic property Fulton Mansion. Points of interest cover the entire state, from Amarillo to Brownsville, to Texarkana to El Paso. The primary goal for the app is to inspire people to travel Texas and specifically historic sites, whether that is a historic fort or a downtown district.

Q. Why did the Texas Historical Commission decide to create an app?

A. 
Our team had been considering the development of a mobile app for some time. We traditionally have created travel guides in a print format, but not only is it quite expensive, it limits the content we can include. In addition to broadening our user demographic by introducing Texas history on a mobile device, we also wanted to broaden our storytelling capacity to drive visitation to communities across the state. The THC’s motto is “real places telling real stories”—what better way than to encourage travel to those places?

Q. What are the benefits for visitors to use the app?

A. Accessing the stories of Texas using the app allows the user to have information at the ready on their personal device, whether they are traveling to a location or simply viewing from the comfort of home. Once the full native app format is complete with individual tour download capability, users will have more complete access to points of interest in areas of the state that are quite remote and have limited cell/wifi connectivity.

As mentioned earlier, the app allows for rich visual storytelling with the inclusion of image galleries and video, something not possible using print formats.

We have lots of stories to tell! The app’s capacity to house multiple tours gives users access to all of it with just a click or a swipe. Users can also quickly know what places are close to them by using the Nearby map that shows points of interest for all tours.

Q.  How did the THC team go about planning such a large project?

A. Planning began about a year before the initial RFP was issued. We researched other apps for excellence in both storytelling and user experience, and developed a strong vision for our end product. While we had a long list of functions we would like to have in the app, we also realized that the costs of having a platform custom developed for our project probably didn’t meet the long term ROI. We found that already established platforms like the one offered by OnCell could meet our needs with some customization.

Q. Can you tell us a little about how the content was created for the tours?

A. Most of the initial tours built upon existing agency print guides or guides under development. These guides served as the foundational material to help define the scope of each tour. We established small groups of subject matter experts and advisory stakeholders to work with the staff development team. We contracted external vendors for scriptwriting and video production services.

Q. Can you tell us about your marketing strategy for the app?

A. Much of our publicity is tied to the THC’s social media channels–Facebook, Twitter, YouTube, and blog posts. Videos from all of the tours are included on our YouTube channel and descriptively tied to the app. This also makes it easier to embed in posts on other channels like Facebook. We experience very high engagement on Facebook when video stories are included in posts about the different tours on the app.

Launches for individual tours are tied to related external events when practical. For example, La Salle Odyssey launch corresponded to the opening of a new permanent installation of the reconstructed ship, La Belle, in a major museum. Hispanic Texas launched during National Hispanic Heritage Month.

Each tour provides many storytelling opportunities, and will make it easy for us to continue promotions throughout the year with little or no content repetition. All of these contain language that directs user to the full app experience.

Q. What advice would you give to other organizations who are looking to create an app?

A. Do your research and ask questions for both platform selection and content development. Keep your audience top-of-mind and be consistent in the style and quality of all elements of the project.

Texas Time Travel Tours features an immersive blend of interpretive audio with first person interviews, video, and image galleries that allows users to experience the real places and real stories of Texas. GPS features allow visitors to locate nearby points of interest and offers people an easy way to share content with social media. Explore the rich heritage of Texas by downloading the app, available for iOS in the App Store and Android in Google Play. Access the web app on any web-enabled device at http://texastimetravel.toursphere.com

App Spotlight: Cranbrook House and Gardens

2 Jun

Cranbrook House and Gardens smartphone app for iOS and Android

Q&A with Eric Franchy, Public Relations Coordinator at Cranbrook House and Gardens

Cranbook House and Gardens, located in Bloomfield Hills, Michigan, is the oldest historic manor in metropolitan Detroit and serves as the centerpiece of the Cranbrook Educational Community campus, a National Historic Landmark. Formerly the estate of Ellen Scripps and newspaper mogul George Booth, Cranbrook is an English-Tudor house designed in the American Arts and Crafts style by famed Detroit architect Albert Kahn in 1908. The grounds of the house and gardens spans over 40 acres and sees over 5,000 visitors a year. The app provides an audio tour rich with historic imagery and introduces visitors to the history of Cranbrook prior to guiding them through the gardens.

Q. What was the main goal for creating an app for the Cranbrook House and Gardens?

A. 
The goal for providing an app was to enhance the visitor experience. Our initial idea was to take our garden tour into the virtual sphere and to help our guests navigate the property. Once we began working with the OnCell app builder we realized there was potential for us to create an all-inclusive app.

Q. You launched your app last year and put it on hold for the winter lull. Did you learn any lessons from the previous year and make any adjustments for your spring relaunch?

A. The native app wasn’t live until the end of summer last year; as such, we decided to use the remainder of our tour season last year as a soft-launch for testing purposes. As a result of testing we did make some edits to the app, such as slowing down the duration of our image gallery from light speed to one that allows the user to actually see each image! We changed the design of the app homepage this year to make it more visually inviting and mobile friendly, and also incorporated OnCell’s new ‘Favorites’ function.

Q. How has the app been received by visitors and colleagues?

A. Our app was just announced to the public in late-May, but so far it has been well received. I spoke with two guests yesterday who were visiting from out of state, they told me they were in front of one of our sculptures and wanted to know more about it, so they opened the app and found exactly what they were looking for. The beta team of members and colleagues that helped us test the app during the soft-launch last year were really impressed with the app and all of its features.

A visitor uses the Cranbrook House and Gardens mobile app

Standing above the reflecting pool, a visitor uses the Cranbrook House and Gardens mobile app to tour the gardens.

Q. How does your organization promote the app and encourage its use?

A. We promote the app and encourage its use through a press release announcement to media, email announcement to the public, inclusion on our website, social media postings, onsite signage, inclusion in our Visitor Guide & Map brochures, and informational rack cards.

Q. The app looks great–nicely curated with both modern and archival images along with wayfinding info. How long did it take your team to gather the content and publish your app?

A. Thank you! It took us about two months of researching archival databases, scripts, and other information to gather the tour content, and another one to two months to design the app. The biggest challenge was trimming all of the content gathered into an amount acceptable for display on a mobile device; Cranbrook has such a rich history!

Q. Do you have advice for other orgs that may be interested in developing an app?

A. Have fun with it, be creative, and think about how you want the app to be structured before you begin building pages.

Q. What are the next steps in your organization’s visitor engagement strategy?

A. We plan to continue to find creative ways for the app to improve visitor engagement. In addition to the app tours, we may add one or a few scavenger hunts of varying difficulty. New technologies such as push notifications that could give us the possibility of alerting users of what’s in bloom each week are currently being explored as well.

The Cranbrook House and Gardens smartphone app features interpretive audio, video, and image galleries, along with an interactive map and visitor info such as events and admission. It is available for download on iOS in the App Store and Android in Google Play. Access the web app on any web-enabled device at http://cranbrookhouseandgardens.toursphere.com

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