In the Italian context, museums are undergoing a profound rethinking of their traditional operations, offerings and relationship with the public towards a purely online mode, due to the advent of Covid-19 at the beginning of 2020 which impacted their structure, functions and roles in society. Institutions have used digital assets for proper cultural content delivery and have managed to creatively expand or start new online services to respond to the emergency. However, in some cases, these approaches were the result of a pure online transposition of the activity carried out physically in the museum or of a prioritisation of the use of the technology over its content and the experience itself without being based on a proper strategy. This approach has led to the creation of solutions perceived as a temporary replacement of the internal programming of museums, lacking in interaction strategies that have contributed to the passive participation of the public and the lack of references and guidelines to support the digital experience, thus missing the opportunity to offer something new. Focusing on the general museum landscape, the research involves a deeper discussion on how museums are changing the way they deliver cultural content and create new fruition modalities due to technology, the digitization of artifacts and new consumption behaviors online. Digital is one of the fundamental means to deliver experiences that wouldn’t be possible on-site and that can reach audiences beyond the museums’ walls, avoiding time and location constraints, increasing culture accessibility, expanding the audience and getting closer to it in a more intimate and informal encounter. Museum experiences are moving from conceiving online programming as a stand-alone “digital tool”, towards a model that merges the online and on-site visit, digital and in-person elements in an integrated journey part of a global visitor engagement. Due to the high reliance on digital interactions and the developments in innovative digital services, visitors are seeking experiences that recognise their individual needs and interests, make them feel valued and active participants and that allow them to get access to deeper content supporting their overall experience also before and after the visit. Therefore, museums need to address their future cultural offering by developing more audience-centered and connected experiences, where online offering plays a fundamental part in extending and supporting the on-site visit and delivering proper cultural content beyond only informative purposes. A thorough case studies analysis, visitors survey and interviews, and testing phases with the stakeholders, were the key steps to designing the “MEET, the Museum Extended Experience Toolkit”. The “Museum extended experience toolkit” is an ideation toolkit that wants to spark critical thinking in museum representatives so as to review their offering and experience online before and after the visit. By outlining precise moments of focus along the journey and presenting the panorama of available directions and innovations through ideation cards, the toolkit tries to help museums exploit digital to enhance, personalise, optimise and connect the experience across the journey to reach a long-lasting engagement with the visitor.
Nel contesto italiano, i musei stanno attraversando un profondo ripensamento delle loro tradizionali attività, offerta e rapporto con il pubblico verso una modalità prettamente online, a causa dell’avvento del Covid-19 all’inizio del 2020 che ne ha condizionato struttura, funzioni e ruolo nella società. Le istituzioni hanno utilizzato le risorse digitali per l’erogazione di veri e propri contenuti culturali e sono riusciti in modo creativo ad espandere o avviare nuovi servizi online per rispondere all’emergenza. Tuttavia, in alcuni casi, questi approcci sono stati il risultato di una pura trasposizione online dell’attività svolta fisicamente nel museo o di una prioritizzazione dell’uso della tecnologia rispetto al suo contenuto e all’esperienza stessa, senza basarsi su di una strategia consolidata. Questo approccio ha portato alla creazione di soluzioni percepite come una temporanea sostituzione della programmazione interna dei musei, prive di modalità di interazione che hanno contribuito alla partecipazione passiva del pubblico e alla mancanza di riferimenti e linee guida a supporto dell’esperienza digitale, facendo venire meno l’opportunità di offrire qualcosa di nuovo possibile solo grazie al digitale. Concentrandosi sul panorama museale generale, la ricerca prevede una discussione più approfondita su come i musei stanno cambiando il modo in cui forniscono contenuti culturali e creano nuove modalità di fruizione grazie alla tecnologia, alla digitalizzazione dei manufatti e ai nuovi comportamenti di consumo online. Il digitale è uno dei mezzi fondamentali per offrire esperienze che non sono possibili in loco e che permettono di raggiungere il pubblico oltre le mura dei musei, evitando vincoli di tempo e luogo, aumentando l’accessibilità alla cultura, ampliando il pubblico e avvicinandosi ad esso in un modo più intimo in un incontro informale. Le esperienze museali si stanno scostando dalla concezione della programmazione online come uno “strumento digitale” a sé stante, verso un modello che unisce la visita online e in loco, e gli elementi digitali con quelli umani, in un viaggio integrato parte di un coinvolgimento globale dei visitatori. A causa dell’elevata dipendenza dalle interazioni digitali e dagli sviluppi di servizi innovativi, i visitatori sono alla ricerca di esperienze che riconoscano i loro bisogni e interessi individuali, li facciano sentire attivamente coinvolti e apprezzati e che permettano loro di accedere a contenuti più approfonditi, che supportino anche la loro esperienza complessiva prima e dopo la visita. Pertanto, i musei devono affrontare la loro futura offerta culturale sviluppando esperienze più incentrate sul pubblico e connesse, in cui l’offerta online svolge un ruolo fondamentale nell’estensione e nel supporto della visita in loco e nella fornitura di contenuti culturali esperienziali adeguati al di là dei puri scopi informativi. Un’approfondita analisi di casi studio, questionari e interviste ai visitatori, e fasi di test con gli stakeholders, sono stati i passaggi chiave per la progettazione di “MEET, the Museum Extended Experience Toolkit”. Il “Museum extended experience toolkit” è un toolkit di ideazione che vuole stimolare il pensiero critico nei rappresentanti dei musei guidandoli nella revisione della propria offerta ed esperienza online prima e dopo la visita. Delineando precisi momenti di focalizzazione lungo la journey e presentando il panorama delle direzioni e delle innovazioni disponibili attraverso carte di ideazione, il toolkit cerca di aiutare i musei a sfruttare il digitale per migliorare, personalizzare, ottimizzare e connettere l’esperienza lungo la journey per costruire un coinvolgimento a lungo termine con il proprio visitatore.
MEET museum extended experience toolkit. A design toolkit to enhance online visitor engagement
Vigano', Barbara
2020/2021
Abstract
In the Italian context, museums are undergoing a profound rethinking of their traditional operations, offerings and relationship with the public towards a purely online mode, due to the advent of Covid-19 at the beginning of 2020 which impacted their structure, functions and roles in society. Institutions have used digital assets for proper cultural content delivery and have managed to creatively expand or start new online services to respond to the emergency. However, in some cases, these approaches were the result of a pure online transposition of the activity carried out physically in the museum or of a prioritisation of the use of the technology over its content and the experience itself without being based on a proper strategy. This approach has led to the creation of solutions perceived as a temporary replacement of the internal programming of museums, lacking in interaction strategies that have contributed to the passive participation of the public and the lack of references and guidelines to support the digital experience, thus missing the opportunity to offer something new. Focusing on the general museum landscape, the research involves a deeper discussion on how museums are changing the way they deliver cultural content and create new fruition modalities due to technology, the digitization of artifacts and new consumption behaviors online. Digital is one of the fundamental means to deliver experiences that wouldn’t be possible on-site and that can reach audiences beyond the museums’ walls, avoiding time and location constraints, increasing culture accessibility, expanding the audience and getting closer to it in a more intimate and informal encounter. Museum experiences are moving from conceiving online programming as a stand-alone “digital tool”, towards a model that merges the online and on-site visit, digital and in-person elements in an integrated journey part of a global visitor engagement. Due to the high reliance on digital interactions and the developments in innovative digital services, visitors are seeking experiences that recognise their individual needs and interests, make them feel valued and active participants and that allow them to get access to deeper content supporting their overall experience also before and after the visit. Therefore, museums need to address their future cultural offering by developing more audience-centered and connected experiences, where online offering plays a fundamental part in extending and supporting the on-site visit and delivering proper cultural content beyond only informative purposes. A thorough case studies analysis, visitors survey and interviews, and testing phases with the stakeholders, were the key steps to designing the “MEET, the Museum Extended Experience Toolkit”. The “Museum extended experience toolkit” is an ideation toolkit that wants to spark critical thinking in museum representatives so as to review their offering and experience online before and after the visit. By outlining precise moments of focus along the journey and presenting the panorama of available directions and innovations through ideation cards, the toolkit tries to help museums exploit digital to enhance, personalise, optimise and connect the experience across the journey to reach a long-lasting engagement with the visitor.| File | Dimensione | Formato | |
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MEET Museum Extended Experience Toolkit_Barbara Viganò.pdf
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https://hdl.handle.net/10589/179714