The Cleveland Museum of Art created Gallery One to build audiences by providing a fun and engaging environment for visitors with all levels of knowledge about art. Gallery One opened to the public, January 21, 2103 This session will address the three questions most frequently asked by colleagues: 1) Is the concept behind Gallery One working? We will take a look at the inaugural year of Gallery One. We will discuss gaming & playful experiences through the Gallery One Lenses. We will take a closer look at the ArtLens iPad app and share the museum's findings, including the audience research team's immersive study involving observations and intercept interviews with visitors. In addition, we will review analytics of the interactives, including the iPad app's onsite vs. offsite visitor experience, and discuss how the Collection Wall and ArtLens app are being utilized by visitors as tools for discovery and for creating new pathways through the museum's collections. 2) How can the museum sustain Gallery One? We will address the museum's digital media strategy, including 1) how the backend systems and staff workflows have been adjusted to maintain the "big data," and 2) support for operating costs, from content development to hardware. We will also speak to new content development strategies for the iPad app that ensure as many objects as possible have rich media interpretation. 3) What are the next steps? What is Gallery One 2.0? - We will discuss plans for refreshed art installations and interactive technology in Gallery One. We will demonstrate the museum's new ArtLens for iPhone and Android. We will also share our process in adapting the iPad app functionality and content to the smaller device. And we will show how the Collections Wall is being leveraged to promote major exhibitions, and as a tool for gauging visitor interest in themes under development for permanent collection installations, exhibitions, and educational program development

1. Gallery One, The First Year
Sustainability, Evaluation Process,
and a New Smart Phone App
Museums and the Web 2014 – April 3, 2014
Jane Alexander, Chief Information Officer
Cleveland Museum of Art
Keeli Shaw, Interactive Project Director
Local Projects

2. Is Gallery One Working

3. ROI:
Attendance Increased by 39%

4. Gallery One located in GREEN

5. Goals of Gallery One
Build audiences—including families, youth, school groups, and
occasional visitors by providing 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

6. Development efforts centered on providing a
transformative experience.
Allowing visitors to:
Feel empowered to browse, explore, and create personal
meaning around the museum‘s collection
Employ engaging interactives, that use investigative methods
and tools for critical observation to develop an engagement with
the collection and interpretive concepts about the collection
Create a personalized profile driven by their interests

7. Have Fun with Art

8. Use interactive games and interpretation as
the spark for understanding, social
experiences with art, and…

9. Find transformative moments of discovery
that make them relevant for today

10. Museum Community Success and Beyond:
Cuyahoga County Public Library

11. Collection Wall projected on Museum‘s
south façade during Solstice party

12. Gallery One and ArtLens were the
first beneficiaries of the museum‘s
digital strategy
CMA wanted the technology
implementation to be
innovative, intelligent and in-line
with tech industry best practices

14. Museum-wide Digital Strategy

15. Common Core Infrastructure
Cisco
Mesh Environment
High end cabling system
POWER
UPS and Generator Backup
CENTRALIZED STORAGE
DAM, CCMS, Backup, F Drive, Virtualized
Servers
SECURITY
IP Cameras, Access Control,
Monitoring
VIRTUALIZATION
Servers, Storage, Networks, Applications *
BUILDING SYSTEMS
Lighting Control, HVAC monitoring,
Parking Automation
COMMUNICATIONS
VoIP Phones, DAS*, Digital Radios, Paging
System, VoIP Telco Service, Email
Integration
CO-TENANT SUPPORT
Network and Voice Access for Bon
Appetit
WIFI
ArtLens, Guest Access, Centrally
Managed
SECURE ACCESS
Firewall, VPN, Content Filtering, Multi Layer
Protection, Remote Access
AUDIO VISUAL
Digital Signage, Board Room, Classrooms,
Auditoriums
INTERNET ACCESS
OneCommunity, Access to Third Frontier and
National Lamda Rail Networks, Ultra High Speed
CLOUD HOSTING VENDORS
BlueBridge (Archive), Amazon (ArtLens),
Office 365 (Email)*WEBSITE
Internally Hosted, Secure
Donation Portals
GALLERY ONE
Integration, Application Load
Balancing
Common Core
Infrastructure
Technology
Systems
March 2014
* Denotes an item that is planned
END USERS
Mostly Laptops, Windows 7,
Network Printing
ACTIVE DIRECTORY
Application Level Single Sign-on *
APPLICATIONS
Support Structure, Access Control
HELP DESK
User Support and Training
The CMA common core infrastructure platform built out as part of the recent
renovation project has allowed us to implement technology that was not possible
prior to the renovation. This platform gives us the ability to support multiple
systems without the need to build out a separate infrastructure for each. This
helps save resources both financially and in staff time to manage and operate. In
addition, it allows for a quicker implementation of new and upgraded systems
along with standardizing system support since we are leveraging this common
platform
CMA’s Common Core Infrastructure Platform

16. NO ONE-OFFS!

17. Incomplete Mapping Tables

18. Data Scrubbing
When your objects are projected on a large wall
you have daily opportunities to ―SEE‖ your data

19. Piction Upgrade: Flattening Data

20. CENTRAL TABLE – THE HOLY GRAIL
to capturing a visitor‘s complete experience

21. Updating and Increasing the Wifi and
Wayfinding throughout CMA‘s galleries

22. Initial assessment of using
Cisco WiFi for location tracking

23. Location Nodes:
Put into the Light Fixtures

24. Node Dispersal: Navizon Locations
within the Galleries

25. Cisco Access Point and Antenna

26. Example of Wireless Site Survey

27. Even though Apple indicates they support Fast Roaming for
iOS based devices, we have found through testing and
consultants that it does not currently work.

28. North and West galleries do not have walls that go
from floor to ceiling and have open areas.

29. BUT…What about iBeacon???

30. iBeacon is a proximity-based system that only allows for a very
rough estimation of the nearness of a device (specifically
far/near/immediate). So it can‘t be used to determine absolute
position, unlike a wifi trilateration system like Navizon.
Proximity-based wouldn‘t necessarily be bad, it‘s just a completely
different paradigm for the application than what we‘re doing now.
**However** -- it could be used in place of RFID to push notifications
from the collection wall docks. If the device detects an ―immediate‖
beacon, you‘re docked. And you wouldn‘t need to mess around with
any peripheral stuff like RFID cards.
Also, iBeacon would work for android too!.

31. Preventative Maintenance
and Troubleshooting

32. Technology design is focused on
sustainability and reliability

33. 1) Software developed to run on the
servers to test the function of the displays
and touch interactives and audio.
2) First step of diagnostics is to shut-down
the exhibit software and test the complete
path with the diagnostic software.
3) It is critical to the support of a complex
interactive to have a method of
troubleshooting that reliably identifies the
difference between a hardware malfunction
and a software application issue

34. All interactives can all be remotely
rebooted via LogMeIn

35. A Gallery One Technician is scheduled at all times.

36. Help visitors of all levels
use the technology

37. Content Development
Not just the old strategies rehashed

38. Interactive installation spaces are
not suited for all artworks

39. ―Cornwall Circle‖ was replaced with
Wilson‘s ―To Die Upon a Kiss‖

40. Unforeseen Issues
arise months after opening

41. In- House Evaluation Process
Overall Research Objectives:
• Examine how visitors use Gallery One
• Evaluate impact of Gallery One and ArtLens
technologies on museum experience
• Data leading the way into new objectives
– Visitor perceptions and overall experience
– Renovation and expansion
- (E.Bolander)

42. Methodologies Used for Phase 1
• Observations
– Standardized tracking of visitors in Gallery One
– 100 collected before and after install of Fred
Wilson
• Google Analytics tracking
– Some insights on average time and overall usage
– (E.Bolander)

43. Methodologies Used for Phase 1
• Usability Tests
– 30 structured
interviews per Lens
– Observations without
explanation or
assistance
– Follow-up interview
– (E.Bolander)

44. Overall Lens Findings To Date
• Generally positive response to all Lenses
during testing
– Visitors define them as being for
children, young people, and/or family groups
– Seen as being ―introductory,‖ providing basic
knowledge and interesting stories
– Enjoy the fact that it is ―interactive‖
– (E.Bolander)

45. Overall Findings
• Observed Average
Time Per Lens
– Sculpture: 3:03
– Stories: 1:39
– Lions: 2:25
– Painting: 1:45
– 1930‘s: 1:30
– Globalism: 1:37

46. Observed versus Analytics
• Some discrepancies have been
noticed, likely due to time between visitor
leaving Lens and Analytics noting the
transition
• Averages are likely skewed due to some
nearly immediate exits versus those who
stay for longer lengths
- (E.Bolander)

47. Sculpture Lens
Strike a Pose game promotes the highest amount
of social interaction
– ―Was really cool. Had to critically look at how figures were positioned.
Nice to have feedback from object and adjust accordingly. You literally
play with the art.‖
– ―This is the first interactive we did and the only interactive we did. I like
this for the kids. It's more user friendly and engages on their level.
Brings the art to life for kids and makes them look for similarities.‖
– (E.Bolander)

48. Stories Lens
70% accessed an art object
– ―All the topics are clear and easy to understand.
Easy to read and not a great deal of info, just a
quick nice snapshot. Very nice!‖
– ―The convenience factor. You can look it all up
right there.‖
(E.Bolander)

49. Stories Lens
Origin game
– Average time spent: 2:38
– ―I liked watching the Stories Through Time, nice
because I didn't have to do anything, like watching
YouTube video and I also got to learn something
about art too.‖
– ―Quizzing; the guessing portion made you look at
them more closely, good doorway to interaction.‖
– (E.Bolander)

50. Stories Lens
Make a Story game
– More time spent on comic versus film
(average 30 seconds more time)
– Both played a relatively equal amount
- (E.Bolander)

51. Lions Lens
Highest use of clicking on images to learn about
the objects (97% of usability tests)
– ―Zoom in and see stuff that you might be too afraid to
get too close to look at. Interesting facts it gives you
that aren't on the wall.‖
– ―I guess the questions you would ask may not occur
to you to ask. More questions may prompt you to
think about it more.‖
– (E.Bolander)

52. Lions Lens
Lower percentage of people played Voting
game (23% of usability participants)
– Those who did play had a relatively high
staying time (average of around 2:49)
- (E.Bolander)

53. Painting Lens
• Higher art selection (77%), but usage is more
dispersed throughout the available content
– Most commonly selected object: Picasso (Panini
and Mitchell close behind)
– ―The fact that it is interactive. We can find more
information about what we want to learn which
makes for a personal experience.‖
– (E.Bolander)

54. Painting Lens
Painting/Canvas activity most highly accessed
game (over 5,788 to date)
– Highest average time spent compared to all games
– High use among varied demographics
Remix Picasso very popular (52% of usability tests)
– (E.Bolander)

55. Painting Lens
Choose a Reason
– Third most accessed game on Lens
Perspective
– Low average time spent (1:18)
– ―To see the artists idea of vanishing points
and then being able to play with it.‖
– (E.Bolander)

56. Globalism Lens
High number of art objects accessed (93%)
– ―I like to see where things are made and the
influence. Also, where they are originated.‖
– (E.Bolander)

57. Globalism Lens
• Both games frequently used
• Make a vase
– Shorter time spent (less than 2 minutes on average)
– ―The game because we're like children its fun to mix and
match the influences.‖
• Connections
– Spend an average of 2:39 on this game
– ―Matching the influences and making aware of how they
are connected and seeing examples.‖
(E.Bolander)

58. 1930‘s Lens
86% of usability respondents selected the art
objects
– ―Stepping into the 30s. Informative.
– ―I liked how with the bowl and sculpture, you see
parts you didn‘t normally see with lighting. Inside
bowl too.‖
– (E.Bolander)

59. 1930‘s Lens
Video
– Average time: 1:53
• Video length closer to 3 minutes
• Indicates most visitors leaving before completion
– ―Video gives you a lot more info and period of
time. I like being able to see art in
context, with people.‖
- (E.Bolander)

60. 1930‘s Lens
Line drawing
– Very popular and higher staying power (2:44
average)
– ―Drawing lines brought things up that I
wouldn‘t have looked at, related back to
1930s‖
- (E.Bolander)

61. ―I didn't notice the actual art.‖
(some didn‘t notice but they were interested enough to ask ―where is it‖ )

62. Vendor Partnerships:
Key to Launch and Post-Launch

63. Development of ArtLens
for iPhone and Android

64. Analytics: Day 1 to Today
Analytics Implemented:
• January 2013 - iPad only
• December 2013 - iPhone added
• April 2014 – Android added
Current Device Use:
• 71% iPad, 26% iPhone, 3% iPod Touch
• We had 14114 new users = unique users

65. Proving Assumptions
Who are our users?
• On-site sessions: 61%
• Offsite-sessions: 39%
Duration:
• Avg session duration: 12:11min
• On-site: 18:23min
• Off-site: 2:30min

66. Visitors using Image Recognition
Site Specific Functionality – Image Recognition
Scanning:
• On-site:116k
• Off-site: 5k (in-house use for testing mostly)
Takes < 5 sec to work (any longer people think broken)
• On-site: 58sec (people will read hot-spot information)
• Off-site: 27sec (people will read hot-spot information)

67. Social Media
….No one sharing art….Use Your Budget
Elsewhere!
• Share via Facebook:
• 615 (0.3% per session)
• Share via twitter:
• 179 (0.09% per session)

68. Visitors do Share from Sculpture Lens -
images of themselves with the art

69. Keeping up with Technology
Users Update! Really, really quickly
• OS Versions (March):
• 65% 7.0
• 25% 7.1 *
• 10% rest
OS Versions (February):
• 90% 7.0
• 10% rest
*released on 3/10 adoption rate was 18%
72 hours after release

70. CURB THE CUSTOM?
• More ‗exceptions‘ = More likely to break
with version & device updates
• Capitalize on inherent iOS GUI wherever
possible

71. DIGITAL STRATEGY
It‘s all about big picture

72. Gallery One – 2.0
1) Locative Media and Voice Recognition
2) Omni-Channel Approach: track visitor pathways
throughout the museum and personalize their experience
via additional interfaces
3) Developing deeper analytics
4) ArtLens for special exhibitions
5) Visitor Creativity
6) Keep tweaking the Wayfinding

73. THANK YOU
@janecalexander