Presenting a working model for planning and implementing museum interpretation that satisfies a wide array of audience types and internal stakeholders. Based on the work of John Falk, a set of guidelines is offered that can be used to determine the type of content to be created, for whom, and for what purpose.

1. GENERAL PUBLIC
THE ENGAGED, CURIOUS
NICHE
PARTICIPANTS
Surface swimming
Snorkeling
Scuba diving
An Overall Interpretive Framework
©2012 Douglas Hegley @dhegley
Wading
The majority of our audiences do
not come to us with deep prior
knowledge. In order to engage as
many of them as we can, it is our
responsibility to deliver content that
meets multiple and varied needs.

2. CONTEXT
Introduction
Basic Interpretation
What is this?
Why does it matter?
CONTENT
Narratives & stories, connections, tours
Bridge from surface to complex
What’s behind all of this?
What’s the insider story?
EXPERTISE
Deep, rich, facts
Data, scholarly research
The foundation must be built upon solid scholarship
What are all of the details? How can they be verified?
GENERAL PUBLIC
THE ENGAGED, CURIOUS
NICHE
INFORMATION PARTICIPANTS
Invite, welcome
Inspire, delight
Inform, Teach
Snorkeling
Scuba diving
Provide Layers of Information
©2012 Douglas Hegley @dhegley
Surface swimming
Wading
This is not, and never will be, “dumbing things
down”. Instead, this is opening as many doors
as possible, and meeting our audiences where
they are, with respect and enthusiasm.

3. GENERAL PUBLIC
THE ENGAGED, CURIOUS
NICHE
PARTICIPANTS
Snorkeling
Scuba diving
Participant Identities
Based on John Falk, Identity and the Museum Visitor Experience, (2009)
• Each identity will have
participants from all three
categories (although not in
equal proportion)
• Any given person may inhabit
any of the identities, based on
each visit motivation
1. Explorer
2. Facilitator
3. Experience Seeker
4. Professional/Hobbyist
5. Recharger
©2012 Douglas Hegley @dhegley
Surface swimming
Wading

4. GENERAL PUBLIC
THE ENGAGED, CURIOUS
NICHE
Snorkeling
Scuba diving
Explorers
Context, Introduction
• Why is this important?
• What makes this unique?
• What important thing did I
not know before?
Content, Narrative
• What is surprising? Why?
• What is the inside story?
Expertise, Data, Facts
• Unseen connections
• The hidden is revealed
Goal visitor comment: “It was fascinating, I
really satisfied my curiosity”
Content Layers by Participant Type
©2012 Douglas Hegley @dhegley
Surface swimming
Wading

5. GENERAL PUBLIC
THE ENGAGED, CURIOUS
NICHE
Snorkeling
Scuba diving
Facilitators
Context, Introduction
• Big questions
• Discussion points
• Familiarity & relevancy
Content, Narrative
• Who were these people?
• How did they relate?
• Connections?
Expertise, Data, Facts
• Biographies – artists, models
• Depicted: What is that?
• Family histories
Goal visitor comment: “My friends had a
wonderful time, we can’t stop talking
about it”
Content Layers by Participant Type
©2012 Douglas Hegley @dhegley
Surface swimming
Wading

6. GENERAL PUBLIC
THE ENGAGED, CURIOUS
NICHE
Snorkeling
Scuba diving
Experience Seekers
Context, Introduction
• What is this?
• Is this a highlight?
• Is this famous?
• Is this cool?
Content, Narrative
• Highlight tours
• Comparisons: Biggest? Best?
• Most-famous
• Most brag-worthy
Expertise, Data, Facts
• Famous names
• Surprises, shocking scandals
Goal visitor comment: “I saw the first-ever
painting by my favorite artist, and I didn’t
realize that he hung out with the Beatles”
Content Layers by Participant Type
©2012 Douglas Hegley @dhegley
Surface swimming
Wading

7. GENERAL PUBLIC
THE ENGAGED, CURIOUS
NICHE
Snorkeling
Scuba diving
Professionals/Hobbyists
Context, Introduction
• Introduction to theme(s)
• Invitation to deeper layers
Content, Narrative
• History, and lots of it
• Socio-cultural environment
• Quizzes, tests of knowledge
Expertise, Data, Facts
• Research databases
• Full access to working data
Goal visitor comment: “I was able to see
and compare the newest acquisitions, and
read that the provenance was solid”
Content Layers by Participant Type
©2012 Douglas Hegley @dhegley
Surface swimming
Wading

8. GENERAL PUBLIC
THE ENGAGED, CURIOUS
NICHE
Snorkeling
Scuba diving
Rechargers
Context, Introduction
• Limited summary text
• No sound, no video
Content, Narrative
• Spiritual themes & references
• Connections to greater good
• Meaning and purpose
Expertise, Data, Facts
• Tombstone info in galleries
• Details on website, if
interested
Goal visitor comment: “I felt a sense of
pure wonder, I was swept away to another
time and place”
Content Layers by Participant Type
©2012 Douglas Hegley @dhegley
Surface swimming
Wading

9. Challenges/Opportunities
• Commitment to an informed approach for interpretation based on
research
• Can we establish a set of centralized interpretive themes that will apply
across the physical space, different collections, cultures, etc.?
• Can we build layered, in-gallery experiences to please each type?
• Can we integrate in-gallery content (text, interactives, sound, video, etc.)
with the goals of tour guides, docents, education?
• Who are the MIA participants? What percentage of each?
• Can we effectively apply agile methodology? Can we act on feedback in an
efficient manner?
• How can we use web/mobile to enhance: Pre-visit, during visit, post-visit,
and virtual-visit-only?
©2012 Douglas Hegley @dhegley