Monthly Archives: August 2012

Australia: MONA’s “The O” post-visit website

The “O” Part Two
This is the last post on my recent visit to the Museum of Old and New Art (MONA) in Hobart, Tasmania. The first post dealt with my overall impressions of this groundbreaking private museum. The second post covered the “O”, the customized iPod Touch-based guide given to each visitor to MONA. This post will specifically address the post-visit experience – what happens when you get home to find an email from MONA.

Logging in

What you see when you go to the MONA site.

MONA’s website is a bit of a tease. You can’t really get much about the MONA experience from looking at the site. They taken Koven Smith’s advice to heart and haven’t made another Conestoga Wagon for the 21st century. Their site has a very unusual purpose and audience. It exists to allow you to recall your visit to MONA in great detail. If you haven’t been, the site will be of little use to you. And the looping soundtrack might make you cranky. The merits and problems associated with this exclusivity are certainly worthy of discussion, but I found it a bit refreshing that they had chosen their audience, and it wasn’t the usual “everyone who might be interested in our collecting area, plus more people every year”  audience. Their website is not an analogue to the physical structure – it is something completely different. It’s a record of your relationship with MONA.

Visualizing a visit

Your visit presented to you in map form.

When you input the email address you entered when you got the device, you are confronted with this screen (as long as you’re not looking at it on an iDevice, hence the delay in me getting round to it) which presents you with a wireframe map of MONA, a list of the visits you’ve made, and the ability to toggle between looking at the works you saw on that visit, and those you didn’t.

The map
After reading Seb’s review, I was really keen to see the map. From a content creator’s standpoint, the ability to know what objects people were looking at, and to aggregate those data to make real heatmaps of where people were going in the museum sounded like Nirvana. From a visitor standpoint, I wanted to see how well it recalled my visit to me, after a period of weeks.  When we were at MONA, I was a bit taken aback to find they weren’t using the data they were collecting much. It’s still early days for them I suppose, but if I were there, I’d be crawling all over those data, just to see what I could learn from them.

From a visitor standpoint, I found it worked really well. The map is rotatable (though not zoomable) and the dots each represent an artwork you called up on the O. They are timestamped, so you can playback your visit and watch how you moved through the space. Given how lost I felt in MONA, it was a surprise to see how regular the floorplan is. Clicking on any dot, brings up the icon of the artwork and title, plus all it’s O content. I like the way you can build a mental model of your visit with pretty high fidelity. The use of images was helpful, since I seem to have trouble recalling titles from this visit. It might have something to do with there being no label in my visual memory of the artworks. I dunno… Always good to have pictures. I wish they led to bigger ones. One of my biggest disappointments in using the site was not being able to see big, clear images of the art. But more on that later.

 

Selecting an artwork you studied.

The promise of more
I loved the “Filters” and “Your tours” features of the site, because they both encourage you to think about having a relationship with MONA that lasts longer than one visit. The Filters buttons, presents you with either the list of everything you accessed during your visit (the default) or the list of everything you didn’t access. After reliving my tour in some depth, I found myself going back to see the things I didn’t look at, and thinking “Next time I’m at MONA, I want to…” The same with “Your tours”. It’s not “Your tour”. That use of the plural is the best invitation I’ve seen in a museum webiste. It invites without asking. I could easily imagine a long list of dates I’d been to MONA and imagine comparing my visits over time, what objects I kept going back to, and so on.

Brilliant thus far. But what about the content? What goodies are waiting for me?

Drilling down

I had no idea what kind of content awaited me when I clicked on an object. When I selected one, I got familiar text, and the same choices I’d had on my O. In the case of Candle Describing a Sphere, a piece that had Jen and me riveted, there was an Art Wank, and Audio. No larger image, no different content. Just what was on the O, without even the voting results to tell me how many other visitors loved or hated this piece. I tried a few other pieces and sure enough, all you can get is what you get in the museum.

The content from the O on that object.

The lack of unique content on the website is the O’s greatest lack as far as I’m concerned. Decent images is a close second. At first I was taken aback, but I understand the realities of trying to get something done in time for opening and the need to scope a project appropriately, even if it means launching without all the bells and whistles it might have. And when I look at what MONA have done with the app and the website, they’ve done a lot. I hope they do more in the next version, but what’s there is pretty impressive when you step back and compare it with what a visitor to any other museum on Earth will get at the end of their visit.

I can tell you a lot about what I looked at while in MONA, and I already feel like I need to go back. Those reasons are enough to win them some praise from the rest of us. I can’t wait to see what improvements they make on the system.

Next Drinking About Museums: BOS Weds 29 August, 2012

August Drinking About Museums: Boston
29 August, 2012, 5:30pm
496 Green St. Cambridge

The house is set back from the street and you might not see it at first. Come through the gate marked 496 and we’ll be in the front garden.

Hola colleagues!

Summer ain’t over yet! There’s still time to squeeze in one more DAM:BOS before the school year.  This month, Sandy Goldberg has offered to host our gathering at her home in Central Square, Cambridge on the evening of Wednesday, August 29.  She has a nice garden where we can enjoy a late summer evening.  If it rains we will go to Cambridge Brewing Company on Thursday August 30 instead.

In lieu of an onsite visit somewhere, I’ll will bring pictures of my trip to Australia.

Australia: MONA’s “The O” mobile guide

The “O”
This is the second post on my recent visit to the Museum of Old and New Art (MONA) in Hobart, Tasmania. The first post dealt with my overall impressions of this groundbreaking private museum. This post will specifically address the customized iPod Touch-based guide given to each visitor to MONA.

Perhaps separating the O from it’s setting is a mistake, but I kept switching back and forth while trying to describe my visitor experience, so I opted to give the O it’s own post. You’ll have to judge for yourself whether it was a wise idea.

Giving it away
The O comes with your admission to MONA, along with pretty sweet headphones which feature retractable cables! Why haven’t I seen these before? There goes one of my pet peeves; cable tangle. I was very impressed with the ease with which the front of house staff dispensed units, got you oriented, and sent you off. Perhaps its a sign of the changing times that handheld devices aren’t as big a deal as they once were. I think it’s also a sign of how well thought-out MONA’s visitor services are. Seb already mentioned the signage in his review of the O. I had a similar experience. Even my lovely and talented wife Jennifer, who tends to approach touch screens as though she’s poking a venomous animal got hers going on the first attempt. The whole encounter didn’t feel like it took any extra time on top of getting our tickets and orientation.

Obviously, MONA wouldn’t work without the O, so bundling the cost in the admission and making it universally distributed makes sense. I wish more institutions would take the same plunge. In my museum career, I’ve worked on my share of audio and multimedia tours for exhibitions. And I can confidently state that as a content creator, nothing is as soul-crushing as developing content that you know 80-90 percent of your potential audience will never encounter, because it’s stuck on a device you have to pay extra for on top of museum admission, and probably special exhibition admission, too. I understand the reasons behind it, but that doesn’t make it suck any less when you’re on deadline trying to make an engaging, unique experience for the visitors. Knowing that all visitors to the museum at least have access to all the content on the O resonated deeply with me. This same dynamic applies to a lot of mobile content. Give it away if you can. Charge for it only if you can clearly make your value proposition to your audience.

This will not be a technical review, since I haven’t talked to any of the technical staff about the guts of the device. Come to MCN2012 in Seattle if you want to get the skinny from the creators. I was interested in how the device shaped my visit, and focused on that. For other reviews, check out Nancy Proctor’s and Seb Chan’s.

Having to work to get information changed the way I interacted
I have a confession to make. Most art museum object labels make me nuts. I think it’s telling that they are referred to in in the field as “tombstone” labels, because I think for many visitors, tombstone labels are where their interest in an object goes to die. Is the general public interested in the accession number? Does everyone really have to know whose bequest funded the purchase of every single piece in the entire museum? And nothing else? Aiya! Don’t get me wrong, I use accession numbers all the time in my work, and I take a certain geeky pleasure in parsing a well-formed one. I also owe my livelihood to funders and am endlessly grateful to them for their philanthropy. I just think that even a one sentence description of an object would be more useful to more visitors than all the accession # and donor/funder credits on Earth. So I was predisposed to think the O might be another way worth considering.

Once in the museum and confronted with a gallery full of objects, I found myself doing the “Where should I go?” visual scan, and without the comfort of directional signage and labels it was hard to get started. As a learner, I guess am one of those “advanced organizer” types. I want to have a map in front of me, and be able to see where I am and where I can go. Not having those cues (I did have a map in my pocket) was a bit unsettling. I wanted to be told “Start here!” In the end, I chose an Egyptian relief and went up to it and started looking at it. In hindsight, it was a “safe” choice for me, since I’ve been to Egypt, done Egyptian exhibitions before and felt able to look at the object cold without feeling the way I often feel when looking at contemporary art – confused and unsure.

I used my O to find out what the object was, tried out the summary and the “curator’s wank”, which is what the longer descriptive text are called. I had some trouble with the title, especially after it seemed clear that many of them were written by women, but the actually wanks themselves were pretty straight-up, curatorial texts by and large. About the only major difference I found was that they tended to have more personality to them and were full of personal references that gave me sense of the MONA curators that I don’t usually get at other art museums. Otherwise, they weren’t crazy and way out. That was a bit of a shocker.

Every object has a Love and a Hate button and I was eager to see what this led to, so I loved my stele, whereupon I was told that X other visitors had loved it, too. And that was it. No infographics, or breakdowns on who else in the room loved that object. Just an acknowledgment and a fact. I was a bit surprised, even having read the reviews. I guess I was expecting the Love/Hate act to be more … declarative? … public? I dunno. As I progressed through the museum, though, I found myself asking the question of an object “Do I love this? Do I hate this? How does this object make me feel?” That is not the way I usually behave in an art museum, and it felt like a useful scaffold to me as an art learner to have to go through that exercise. By the end of the visit, though, I know I was loving and hating things because I wanted to remember them, and having only those two choices was limiting to me. I really, really, really wanted a “This object doesn’t speak to me” or “Meh.” button. Maybe in v2?

As I tried other objects and found other content on the O, I listened to audio interviews with artists. Some were interesting and very raw, some of them waffled around and could’ve done with some tighter editing and interviewing. About the only content that surprised me on the O were the songs that were selected to accompany some pieces, including some that were commissioned to be “about” pieces in the collection. I loved the inclusion of poetry that somebody (the curators? Walsh?) thought appropriate. The long and the short of it, though, was that the O didn’t really usurp my experience of looking at the art, which is always the danger with interpretive media. If the interpretation is more engaging than the object, then you wind up with a room full of people looking down at their screens instead of looking around.

Perhaps the most defining moment of our visit came when we got to the entrance of the current special exhibition, “Theatre of the World”. Having dutifully used her O throughout the visit, Jennifer proudly and loudly announced she was turning hers off and not going to use it. She had gotten what the O could provide her, tried it enough, and was ready to fly solo. Being a Star Wars guy, I of course had a momentary image of “Luke, you’ve switched off your targeting computer! What’s wrong?” “Nothing. I’m alright.” She was going in to see what was there, and nothing else. That would be impossible in any other art museum on Earth because the labels would be there, calling out to be read. Being able to choose the level of interpretation she wanted led her to choose none. And that was her favorite part of her visit.

I also found myself using the device less and less frequently as I went along, and “loving” and “hating” things less often as I grew accustomed to what awaited me. I could have the internal conversation without the external act of choosing. I even found myself asking objects, “Do I like you enough to want to bother to find out more?” and deciding the answer was no fairly often. And that freedom to choose what I wanted to engage with and how deeply I wanted to engage with it had everything to do with the information residing in the O and not on the wall. That’s what a successful scaffold is supposed to do, isn’t it? Be useful until you don’t need it and then get out of the way.

It’s not a wayfinding aid
The O didn’t really help me find my way around MONA. This is not a surprise since MONA’s not really built to be navigable in the traditional “Where’s the Impressionists gallery” sense. Even though the device has a pretty good sense of where you are in the building, thanks to a proprietary wayfinding system, the O instead presents you with a thumbnail list of the works that are within a certain radius of your current location. It doesn’t seem to update it’s location on the fly. There’s a big “What’s Nearby?” button on screen. Pressing that pulls up images of nearby works. The system worked remarkably well. Given the nature of the building with its solid stone walls, I can only imagine what kind of brute force method was used to provide (nearly) blanket coverage of the museum. I managed to get my O lost a couple of times, but each time I moved into an adjacent space, the device managed to reorient itself. Really impressive. I was expecting most of my irritation with the device to revolve around location issues, and that wasn’t the case.

My wife and I quickly wound up going on separate paths, partly because I was stopping to photograph everything in sight, but at least partly because the lack of labels stopped us from doing the art museum waltz -step over to the object, step up to read the label, step back again, and step to the left to the next object. At least once, I stumbled upon an artwork I wanted Jennifer to see and had to go find her and walk her over to the work in question, because it would’ve been impossible to describe how to get there. I can imagine that would really freak out some people, but it didn’t really bother us. MONA is a place in which to get lost. You get unlost when you come out and that’s the important thing.

Revolutionary, and not
A lot of ink and electrons have already been spilled on how “edgy” MONA is, both in terms of its collections and its approach to interpretation. And it is, but not in the way you might think. A lot of the art is challenging, but so is a lot of contemporary art. No surprise there. The lack of wall labels is certainly a seismic shift in accepted practice, but one people have talked about forever. The O is revolutionary, but not for the reasons I thought it would be. My biggest surprise was how unsurprised I was by the content on the O. I don’t know what I was expecting, but I didn’t find it. I found an intriguing collection of mostly texts, many of which wouldn’t seem at all out of place in an art museum or gallery setting. I found an explicit scheme for getting visitors to think about art in emotional terms, and to feel that their personal experience of the art was the most important thing. But what was most revolutionary is not what’s on the device, or how people use the device, but what the absence makes possible. I can think of all sorts of ways I’d want to improve the O if given the chance, but they are all either performance improvements, or additions to the online experience. The O is at heart a way to augment the experience of what you’re looking at in MONA. And on that score, it works. I wanted more, like I always do after any mobile interpretation, and I wanted more different kinds of content. But I think the basic premise is sound, and I look forward to seeing how MONA grows the product and the platform.

Next up: Sydney and more Drinking About Museums!